James Murfin in

James Murfin

Energizer · DISC type I
CEO & Founder at Juice Serve
📍 London, England, United Kingdom

James is the CEO and Founder of Juice, a computer-vision payment platform for vehicles. His career blends entrepreneurship with senior sales roles at Google and Salesforce. Colleagues describe him as thoughtful, strategic, and collaborative, with deep knowledge of cloud technology.

His entrepreneurial journey began with co-founding the Auto Vivendi Supercar Club, indicating a significant passion for high-performance automobiles. James holds a BA from New York University and London Metropolitan University, giving him a transatlantic perspective on business and culture.

He founded a supercar club before moving into big tech and then founding another vehicle-focused tech company.

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Experience
23 Years
Current Role
CEO & Founder
Job Level
Leadership
Location
London, England, United Kingdom
Personality Overview

How James shows up

Believer
Imaginative
Enthusiastic

Unlike C or D types, they are vocal with their opinions but not so much with their questions. They are not always early adopters but can be pursuaded by leveraging strong relationships. They are friendly, approachable and love to make new connections.

Priorities

Topics James cares about

Frictionless Mobility
His company, Juice, aims to create "Rails for the Roads" by using computer vision to remove payment friction from fueling, parking, tolls, and EV charging.
EV Fleet Adoption
His recent focus is on solving EV charging UX challenges for commercial fleets in cities like London and Stockholm to improve operational confidence and accelerate adoption.
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Career

Work history

1-2023
CEO & Founder
Juice Serve
9-2019 - 1-2023
Industry Sales Lead
Google
5-2012 - 8-2019
Global Account Director
Salesforce
10-2011 - 5-2012
Entrepreneur In Residence
Eden Ventures
7-2009 - 10-2010
CEO & Co-Founder
Auto Vivendi Supercar Club
In the press

Media appearances

James Murfin - CEO at Juice Serve | The Org. Featured in The Org
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Juice Serve - 2026 Company Profile, Team & Competitors. Featured in Tracxn
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Education
1998 - 2001
BA
New York University & London Metropolitan University
Social presence
in
Behavioral profile

DISC profile (public)

I

Influence (I)

Influence (I) reflects the degree to which a person prefers to work by influencing or persuading others. Those scoring high tend to be people oriented, motivated by social recognition and building relationships.

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