toodles, IMO a company with its own fleet wouldn't

toodles, IMO a company with its own fleet wouldn't have much use for a private label. They are essentially the end-buyer/user of the product, compelling their drivers or subs to use the product. So they have no real need to label the product with their brand. Of course they COULD do this, perhaps just for appearances, to show a higher profile to their employees/contractors where they may be competing for good drivers/contractors in the shrinking labor pool.

However, a SUPPLIER to fleet operators may have an established "brand" that they want to put on the label of the product, in order to distinguish themselves from competition. This could be a company like Garmin or TomTom that sells software and electronic products to fleet managers/operators. Or it could be a company that sells insurance products, like the one described in the tweet that you referenced from Oct 8: "...a very large Tri State New York Insurance Broker... with over 1.5 million policy holders. Or it could be a company that provides services, like logistics planning/management.

A private label us USUALLY used to distinguish one's product from competition for purposes of protecting and growing market share for the sale of THAT PRODUCT. There are definitely exceptions to this. But it seems much more likely to be that SB's PL deals are with sellers of some product/service TO fleets and/or individuals. But, with enough of these deals potentially on the horizon, the odds of one or more being with some type of fleet operator will steadily increase.

All IMO - just the way I see "private label" here.