Our Work // EzLicence

Connecting learner drivers with driving instructors has never been easier

Ez Licence
The Pitch

To disrupt and transform an archaic industry, harnessing technology through a two sided marketplace.

As population increases, so do drivers on the road. Traditionally, getting your drivers license was a matter of searching through social media, Google or relying on your friends own experiences. Founders Simon Strode and Andrew Rawlinson saw a massive opportunity for disruption through harnessing technology. Enter EzLicence, a custom built application that takes the hassle out of choosing a driving instructor by helping learner drivers find, compare and book verified driving instructors online.

Ezlicence macbook
The Solution

Simplifying the onboarding process for both student and instructor

EzLicence is a well established managed platform connecting learner students with experienced driving instructors. Serving as the primary dashboard for automated lesson bookings, the custom web application was built with the instructor in mind, reducing administration tasks so they can focus on the lessens. Taking into account their workflows and minimising common pain points such as student scheduling and new job prospecting, with EzLicence, instructors have a powerful web app platform to control their personal dashboard of management tools and advertise themselves on a marketplace to a national audience.

PixelForce worked closely with EzLicence to provide the smoothest transition between each step in the user journey. Converting and retaining new students is always a tricky situation, which is why we conducted countless workshops, focus groups, and revisions to the user experience to minimise potential drop-offs during the onboarding process. With an array of analytics collected, we can determine potential dips during onboarding and maximise the conversion rate for both student and instructor, ensuring the pipeline is kept healthy with consistent conversions.

Profiling system for every user

With EzLicence, all driving instructors have their own personal page, highlighting their credentials and unique instructor skill sets. Akin to running their own business, students can search and filter with unique parameters and preferences to drill down to their desired instructor.

EzLicence isn’t only about students as the user. The founders also acknowledged that growth and scalability were also key factors to success. To achieve their business goals, they knew targeting driving instructors with an equally comprehensive and feature rich platform was critical. Data science (Beyond the App) played a vital role in understanding driving instructor behaviour and performance, to determine the most viable initiatives to scale the business.

With Beyond the App, it provided insights to substantiate business critical decisions with their technology roadmap as all proposed initiatives were first validated to whether they first target the business goals and then the proposed solution was then evaluated with data science to determine return on value.

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The Results

EzLicence succeeded in becoming the largest facilitator and transactor of driving lessons in Australia.

Within 18 months of launching, EzLicence became the fastest growing and most preferred driving school platform in Australia. Its growth has enabled them to bring forward international expansion much quicker than first anticipated.


Driving Instructors


Suburbs Serviced

#1 Platform

Driving Lesson Online Booking


Hours of Lessons each Year


Learner Drivers each Year

5-Star Rating

3000+ Google Reviews

PixelForce have been a key factor in our success.
They have made our operations and systems seamless with data that enables the business and key stakeholders to make quick decisions. Through powerful dashboards, all the hard-work is done for us. Eliminating the tedious management tasks so we can focus on growth. PixelForce’s intelligent framework and intuitive UI has made the back-end a breeze.

Simon Strode
Managing Director

Simon strode