Urgently

Roadside Assistance Software Platformgeturgently.com

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

Roadside assistance platform
AI dispatch technology
Mobility assistance services
Automotive telematics software
Fleet roadside support

Where Urgently is headquartered

Location

Headquarters

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 offering

Core 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 profile

Named customers6 records

Segments6 records

Ideal customer profiles4 records

Urgently technology and API

Technology

Technology 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 signal

Partnerships

Four partnerships are on record, tiered flagship and core.

Sony Honda Mobility of America Inc. (SHMA)flagshipStrategic or Co-development Partner · 7 October 2025Partnership 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 CustomercoreStrategic or Co-development Partner · 1 August 2025Three-year contract renewal for roadside assistance services to fleet vehicles, demonstrating long-term partnership and recurring revenue relationship.
Global Car Rental CompanycoreChannel Partner/ Reseller/ Distributor · 16 October 2024Contract renewal for roadside assistance technology and services with global car rental company, providing roadside support for their fleet operations.
Global Automotive OEMcoreStrategic or Co-development Partner · 15 July 2024Multi-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 assessment

Direct 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 financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Urgently leadership team

Management profile

Number of profiles

Profiles9 records

Urgently funding detail

Funding detail

Funding 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 investment

M&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?

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.