Our Heritage: The Story Behind Our Purpose
Our purpose is rooted in a deeply personal tragedy. On New Year’s Day 2007, Kamran Mahmoudzadeh, one of IMS’s original co-founders, lost his 18-year-old son, Anoush, in a road accident.
That devastating loss gave Kamran a profound and lasting perspective on road safety – and strengthened his determination to make a meaningful difference. Together with fellow founders Nick Corrie and Alan Cottrill, he helped place a clear purpose at the heart of IMS: to make roads safer and reduce death and life-changing injury through greater awareness, intervention, prevention and education.
That purpose continues to guide IMS today. It reminds us that behind every road-safety statistic is a person, a family and a future – and that the true value of our work lies in helping more people complete every journey safely.
This deeply personal film tells the story of Anoush, the heritage that has shaped IMS, and the enduring purpose behind our why.
Putting Our Purpose into Practice
Our heritage is not simply part of our past. It continues to shape the decisions we make, the technology we build and our conviction that innovation should deliver a meaningful human benefit on the road.
That conviction first took practical form through Carrot Insurance. Over nine years, Carrot insured and rewarded more than 130,000 customers, demonstrating how connected insurance could encourage safer driving and deliver measurable road-safety impact. Its achievements were recognised with a prestigious Prince Michael International Road Safety Award in 2015.
Nick Corrie, our founder and Chief Revenue Officer, Prince Michael of Kent, and Ed Rochfort, our Chief Product Officer.
Carrot was more than a proof of concept. It showed that our purpose could be translated into real-world outcomes. What began with a single proposition now continues through IMS at scale – helping insurers protect more drivers, reduce incidents and turn a deeply personal purpose into positive, measurable impact, year after year.
The difference we're making
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Millions
of drivers connected by IMS technology
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20%
reduction in collision frequency through driver engagement
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25 lives saved
and thousands of serious injuries prevented every year
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£Billions
in societal value delivered every year from incident prevention