Urgently
Urgently is a Vienna, Virginia-based AI-powered digital roadside assistance platform serving automotive OEMs, insurance carriers, fleet operators, rental companies, and consumers across the U.S. and Canada via API integrations, multi-year enterprise contracts, and a direct-to-consumer mobile app.
- Company typePublic
- Founded2013
- HeadquartersVienna, United States
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What Urgently does
Urgently (Urgent.ly, Inc.) is a Vienna, Virginia-based digital roadside assistance technology company founded in 2013 and formerly traded on NASDAQ under the ticker ULY. The company built an AI-powered platform that combines intelligent dispatch automation, real-time location tracking, machine-to-machine communication, and analytics to deliver roadside services such as towing, lockout assistance, jump starts, fuel delivery, tire changes, and EV-specific support. Its product surface includes a service-provider mobile app, customer-facing real-time tracking via SMS links, AI-powered anomaly detection for job complexity, smart pricing, and proactive AI-driven communication modules, all exposed via API for OEM integration.
Urgently serves B2B enterprise customers across four primary verticals: automotive OEMs and dealerships (warranty and connected-vehicle services), insurance carriers (claims and policyholder programs), commercial fleet operators (tracking, maintenance, and driver support), and rental car companies (fleet and customer experience). Named enterprise customers and partners include Sony Honda Mobility of America (AFEELA), Volvo (Volvo Roadside Plus), Uber (Uber Pro Roadside Assistance), and undisclosed global automotive OEM, fleet management, and car rental customers with multi-year contracts. The company also operates a direct-to-consumer mobile app offering pay-per-service roadside assistance without membership requirements in the U.S. and Canada.
The business model is a hybrid of subscription/contract-based enterprise fees, per-service transaction revenue, and API/platform licensing. Revenue is generated from automakers, insurance carriers, fleet operators, and rental companies via negotiated multi-year contracts and from individual drivers on a per-service basis. As of the data period, Urgently reported LTM revenue of approximately $127.93 million, served 50+ operating partners, and accessed an 80,000+ service provider network. In March 2026, Urgently agreed to be acquired by Agero, Inc. for $5.50 per share in cash (approximately $280-300 million total), combining the two largest players in U.S. digital roadside assistance.
Urgently firmographics
Firmographics- Name
- Urgently
- Legal name
- Urgent.ly, Inc.
- Website
- https://geturgently.com
- Company type
- Public
- Founded year
- 2013
- Operating status
- Acquired
- Headcount range
- 101–250 employees
- Short description
- Urgently is a Vienna, Virginia-based AI-powered digital roadside assistance platform serving automotive OEMs, insurance carriers, fleet operators, rental companies, and consumers across the U.S. and Canada via API integrations, multi-year enterprise contracts, and a direct-to-consumer mobile app.
- Ownership category
- akta.pro rank
Urgently industry classification
Industry- Product category
- Roadside Assistance Software Platform
- NAICS
- Motor Vehicle Towing (488410), Other Support Activities for Transportation (4889)
- SIC
- Services-Automotive Repair, Services & Parking (7500), Transportation Services (4700)
- akta.pro primary industry
- Light-Duty Vehicle Mobile Repair & Roadside (Cars/Vans) (TLAKAFAA)
- akta.pro secondary industries
- Vehicle Services On‑Demand Platforms (Car Wash, Maintenance, Roadside) (BPAMAHAL), Roadside Assistance & Towing Memberships (Bundled with Service Contracts) (FSAJALAL)
Keywords
Where Urgently is headquartered
LocationHeadquarters
- HQ city
- Vienna
- HQ country
- United States
- HQ region
- North America
Offices8 records
Markets served
Urgently business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- B2B Software Services: Subscription and usage-based fees from enterprise clients including automakers, insurance carriers, fleet operators, and rental car companies. Revenue derived from per-service fees and platform access charges for digital roadside assistance technology.
- Per-Service Transaction Fees: Transaction-based revenue from roadside assistance services rendered through the platform, including towing, lockout, jump starts, fuel delivery, and tire changes
- API/Platform Licensing: Revenue from OEM integrations where Urgently's API is embedded into automotive manufacturer systems, generating licensing fees for technology access
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Enterprise B2B contracts - custom pricing |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels4 records
Urgently product offering
Product offeringCore offering
Urgently operates an AI-powered digital roadside assistance platform that connects drivers in need of mobility services (towing, lockout, jump starts, fuel delivery, tire changes, EV support) with a network of 80,000+ independent service providers. The platform is delivered to end users primarily through enterprise partners (automakers, insurance carriers, fleet operators, rental car companies) via API integration and embedded services, with a direct-to-consumer mobile app also available.
Product overview
Urgently offers a unified AI-powered digital roadside assistance platform that combines core technology with multiple service modules. The main Urgently AI-Powered Technology Platform serves as the core product, supporting digital service management (mobile app for service providers), transparent service tracking (customer-facing tracking), and data & analytics dashboards. The company also operates sub-brands including Uber Pro Roadside Assistance and Volvo Roadside Plus for specific OEM partnerships. Service offerings span Automotive Services, Insurance Solutions, Fleet Management, Rental Car Services, and Electric Vehicle Roadside Assistance, serving over 50 operating partners with access to an estimated 80,000+ service provider network.
Differentiator
Problem solved
Functional benefit
Brands
- Volvo Roadside Plus: Branded roadside assistance service for Volvo vehicle owners
- Uber Pro Roadside Assistance
Products and services
- Urgently AI-Powered Technology Platform
Quantifiable outcome
- 60-minute average response time
- +3 more outcomes
Companies that use Urgently
Customer profileNamed customers6 records
Segments6 records
Ideal customer profiles4 records
Urgently technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability4 records
Feature6 records
Urgently partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered flagship and core.
- Sony Honda Mobility of America Inc. (SHMA)flagshipPartnership to deliver nationwide roadside assistance for AFEELA drivers across all 50 U.S. states and Washington D.C., beginning with U.S. delivery of AFEELA 1 in 2026. Urgently's API is integrated into SHMA's systems for seamless dispatch and real-time tracking via text message, ensuring premium connected customer experience.
- Global Automotive Fleet Management CustomercoreThree-year contract renewal for roadside assistance services to fleet vehicles, demonstrating long-term partnership and recurring revenue relationship.
- Global Car Rental CompanycoreContract renewal for roadside assistance technology and services with global car rental company, providing roadside support for their fleet operations.
- Global Automotive OEMcoreMulti-year roadside assistance contract renewal with global automotive OEM for OEM-integrated roadside assistance services.
Scale indicators10 records
Recent moves6 records
Expansion highlights5 records
Urgently competitors and assessment
Company assessmentDirect peers
- Agero, Inc. Largest direct competitor in digital roadside assistance for automakers, insurers, fleets, and rental companies; now announced acquirer of Urgently and the most directly comparable business in terms of customers, service provider network, and product scope.
- HONK Technologies: On-demand, app-based roadside assistance platform connecting stranded drivers to towing and service providers; directly competes with Urgently's direct-to-consumer and partner channels.
- Wrench (formerly RepairSmith): Mobile vehicle repair and maintenance platform serving consumers, fleets, and OEMs with on-demand service delivery; overlaps with Urgently's automotive service, fleet, and consumer offerings.
- YourMechanic: On-demand mobile mechanic platform that dispatches technicians to consumer and fleet customers for repairs and maintenance, comparable in business model and target use cases.
Broad incumbents
- Allstate Roadside Services: Roadside assistance program operated by one of the largest U.S. P&C insurers; an incumbent provider with captive demand from Allstate policyholders and a meaningful overlap in OEM and insurer go-to-market motion.
- AAA (American Automobile Association): Legacy membership-based roadside assistance provider with the largest U.S. consumer footprint; competes across consumer and partner channels but lacks Urgently's API-first OEM integration model.
- Geotab: Fleet telematics and connected vehicle platform with significant overlap into fleet customer segments served by Urgently's Fleet Management offering; broader portfolio but adjacent in fleet services.
- Verizon Connect: Connected vehicle and fleet management solution within a major telecom, serving commercial fleets and OEMs; adjacent to Urgently's fleet and OEM business lines.
- Cox Automotive: Diversified automotive services company serving dealerships, OEMs, and fleets; comparable customer segments and overlap in dealer- and OEM-facing roadside and mobility services.
Emerging players
- Spireon: Connected vehicle and fleet intelligence provider focused on dealerships, rental, and commercial fleets; partial overlap with Urgently's rental and fleet solutions through telematics-driven roadside triggers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Urgently social profiles
Digital presenceUrgently financial estimates
Financial estimateRevenue estimate
Valuation estimate
Urgently leadership team
Management profileNumber of profiles
Profiles9 records
Urgently funding detail
Funding detailFunding overview
Funding rounds9 records
Investors20 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Urgently M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Urgently
What does Urgently do?
Urgently operates an AI-powered digital roadside assistance platform that connects drivers in need of mobility services (towing, lockout, jump starts, fuel delivery, tire changes, EV support) with a network of 80,000+ independent service providers. The platform is delivered to end users primarily through enterprise partners (automakers, insurance carriers, fleet operators, rental car companies) via API integration and embedded services, with a direct-to-consumer mobile app also available.
Is Urgently a public or private company?
Urgently is a public company. It is classified as corporate owned and is currently acquired.
When was Urgently founded?
Urgently was founded in 2013. It employs 101 to 250 people.
Where is Urgently based?
Urgently is headquartered in Vienna, United States, in the North America region.
How does Urgently make money?
Three revenue lines are on record. B2B Software Services are the primary driver. The others are per-Service Transaction Fees and API/Platform Licensing.
Who are Urgently's main competitors?
Direct peers on record are Agero, Inc., HONK Technologies, Wrench (formerly RepairSmith) and YourMechanic. Broad incumbents are Allstate Roadside Services, AAA (American Automobile Association), Geotab, Verizon Connect and Cox Automotive. Spireon is listed as an emerging player.
Does Urgently have an API?
Yes. Urgently offers an API that enables partners to integrate roadside assistance dispatch and real-time tracking into their systems. The Sony Honda Mobility partnership utilizes Urgently's API to integrate roadside assistance for AFEELA drivers, allowing seamless dispatch and real-time tracking via text message. API details such as type (REST/GraphQL), authentication method, rate limits, and public availability status are not specified in the available sources.
What industry is Urgently in?
Urgently's product category is Roadside Assistance Software Platform. Its primary akta.pro industry code is TLAKAFAA, Light-Duty Vehicle Mobile Repair & Roadside (Cars/Vans), with a secondary code of BPAMAHAL, Vehicle Services On‑Demand Platforms (Car Wash, Maintenance, Roadside). Its NAICS code is 488410 and its SIC code is 7500.