AURA
AURA is a South African cloud-based emergency response platform that connects users in distress with vetted private armed and medical responders via a B2B2C API, embedded into partner apps and devices including Uber, Samsung, Discovery Insure, FNB, and Tracker across five countries.
- Company typePrivate
- Founded2017
- HeadquartersJohannesburg, South Africa
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What AURA does
AURA is a South African cloud-based emergency response technology company that operates a B2B2C API platform dispatching vetted private armed and medical responders to users in distress. Founded in 2017 and headquartered in Johannesburg, the company connects individuals and businesses experiencing emergencies with a national network of private security providers, ambulance services, and response companies through its Panic API and 24/7 control center. AURA functions as middleware between large consumer platforms (Uber, Discovery, Samsung, FNB, Tracker) and fragmented private emergency response providers, embedding panic button and dispatch functionality into partner applications, insurance products, banking apps, and consumer electronics.
The platform comprises three core product lines: People Protect (mobile safety with one-tap alerts and IoT device integrations), Property Protect (alarm system integration with live intervention verification), and White-label App (branded emergency response applications for partners). The technology stack is REST API-first (panic.aura.services/panic-api/v2), with location-based responder matching in seconds, real-time dispatch telemetry, and centralized incident management across multiple languages. Operating in five countries (South Africa, Kenya, Ghana, UK, US) with deployment in 12 major US cities as of 2025, AURA has aggregated a network of 2,500+ response vehicles and 5,400+ armed responders in South Africa alone, with average response times as low as three minutes domestically and under 10 minutes globally.
AURA monetizes through three primary streams: (1) B2B API/platform licensing fees from enterprise partners on annual contracts, (2) white-label mobile app subscription licensing, and (3) usage-based per-alert dispatch fees. Pricing varies by geography, partner, and response type, with consumer subscription products such as Discovery 911 priced at R55 per month and enterprise agreements negotiated on annual quote-based contracts. Go-to-market is API-first and partnership-driven rather than direct-to-consumer, with enterprise field sales targeting large platforms across ride-hailing, insurance, banking, telecommunications, and consumer electronics verticals. AURA has raised approximately €21 million across four funding rounds (2018 seed, 2020 seed extension, 2021 Series A, 2025 Series B), with investors including MultiChoice, KLT Holding, Buffet Investments, Cathay AfricInvest Innovation Fund, and Partech.
AURA firmographics
Firmographics- Name
- AURA
- Legal name
- AURA
- Website
- https://aura.services
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- AURA is a South African cloud-based emergency response platform that connects users in distress with vetted private armed and medical responders via a B2B2C API, embedded into partner apps and devices including Uber, Samsung, Discovery Insure, FNB, and Tracker across five countries.
- Ownership category
- akta.pro rank
AURA industry classification
Industry- Product category
- Emergency Response Dispatch Software
- NAICS
- Security Systems Services (except Locksmiths) (561621), Telephone Call Centers (56142), Ambulance Services (62191)
- SIC
- Services-Misc Health & Allied Services, Nec (8090), Services-Health Services (8000)
- akta.pro primary industry
- Emergency Dispatch, Call Center Monitoring & Response Services (HSAHAHAG)
- akta.pro secondary industries
- Emergency Communications & Dispatch (911/112/999, PSAP) (BPAIAGAD), Mobile Patrol & Alarm Response (HSAHAKAB), Video Alarm Verification & Remote Video Monitoring (VSaaS Monitoring) (BPAKAFAE)
Keywords
Where AURA is headquartered
LocationHeadquarters
- HQ city
- Johannesburg
- HQ country
- South Africa
- HQ region
- Africa
Offices4 records
Markets served
AURA business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- API/Platform Licensing: B2B API licensing fees charged to enterprise partners (Uber, Discovery, Samsung, FNB, Tracker) for integrating panic button and dispatch capabilities into their applications and services.
- White-label Solution Licensing: Licensing of pre-built mobile safety application branded as partner's own, with subscription fees for ongoing access to dispatch network and platform features.
- Per-alert/Usage-based Response Fees: Usage-based fees for emergency response dispatch services triggered through the platform, with pricing varying by response type and geography.
- Subscription Services: Monthly subscription services (e.g., Discovery 911 at R55/month) bundled with partner applications or sold as standalone subscriptions for panic button and emergency response access.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Discovery 911 Emergency Response Service |
| Freemium | Pay-as-you-go | Samsung SOS+ (Proof of Concept) |
| Subscription | Annual | Enterprise B2B Licensing |
Go-to-market motion4 records
Distribution channels5 records
Marketing channels6 records
AURA product offering
Product offeringCore offering
AURA operates a cloud-based B2B2C emergency response dispatch platform that connects users in distress with a vetted network of private armed response and medical responders. The platform is delivered via a Panic API, white-label mobile applications, and an embedded technology suite used by enterprise partners such as Uber, Discovery Insure, Samsung, FNB, and Tracker to provide one-tap panic button services, property alarm verification, and real-time responder dispatch across South Africa, Kenya, Ghana, the United Kingdom, and the United States.
Product overview
AURA operates a B2B2C API platform that dispatches vetted private emergency responders to users in distress. The platform comprises three core product lines: People Protect (mobile safety with one-tap alerts and IoT device integrations), Property Protect (alarm system integration for residential and commercial properties), and White-label App (branded mobile safety applications for partners). These are powered by the Aura Panic API enabling third-party integrations, supported by a Customer Platform for account management and Responder Technology for dispatch operations. Global SOS Response unifies multilingual incident management across multiple markets.
Differentiator
Problem solved
Functional benefit
Products and services
- People Protect Mobile safety platform providing on-the-go emergency response for individuals through one-tap alerts, GPS tracking, IoT panic button and wearable integrations, and access to a vetted network of private security and medical responders.
- Property Protect Property security solution connecting residential and commercial alarm systems to AURA's dispatch network, providing real-time verification through live intervention, rapid alarm response, and centralized multi-site management.
- White-label App Standalone mobile safety application that organizations can brand as their own, delivering real-time emergency response at the tap of a button via API integration.
- Global SOS Response Multilingual incident management and local emergency response service that unifies dispatch across multiple countries, enabling multi-market emergency response with a single integration.
- Aura Panic API REST API enabling trusted integrations to onboard customers, manage subscriptions, configure fixed locations, create and update callouts, receive webhook events, and connect device or gateway flows; serves as the technical backbone for B2B2C partnerships and white-label solutions.
- Customer Platform Centralized management console for organizations to manage users or sites, monitor alerts and response activity in real time, and access operational insights and reporting.
- Responder Technology Technology suite for response partners comprising a Control Centre Console for monitoring, a Management Console for operations, and a Responder App for field personnel to receive and update callout status.
- Discovery 911 Emergency Response Service Virtual panic button service available through the Discovery Insure app at R55 per month, routing security-related emergencies through AURA's dispatch platform to vetted private armed response providers across South Africa.
- Samsung SOS+ Subscription Service Free 24/7 emergency response subscription service exclusive to Samsung Galaxy A56, A36, and A26 device owners, providing geolocation and dispatch of private security and medical emergency responders.
Quantifiable outcome
- 8,000+ lives saved
- +5 more outcomes
Companies that use AURA
Customer profileNamed customers9 records
Segments7 records
Ideal customer profiles5 records
AURA technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability4 records
Feature7 records
AURA partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered flagship, core and secondary.
- Discovery Insure (Discovery Limited)flagshipAURA powers the Discovery 911 virtual panic button service, routing security-related emergency alerts to vetted private armed response providers through AURA's dispatch platform. The service leverages a national response network of over 2,500 vehicles and 5,400 armed responders across South Africa, with an average response time of under ten minutes, available through the Discovery Insure app for R55 per month.
- SamsungcoreSamsung South Africa partnered with AURA to launch Samsung SOS+, a free 24/7 emergency response subscription service exclusive to Galaxy A56, A36, and A26 device owners, providing geolocation and dispatch of private security and medical emergency responders powered by AURA's nationwide network of over 3,500 vetted professionals.
- UbercoreAURA entered into an agreement with Uber to provide both drivers and customers with a way to request on-demand private armed response, emergency management services, and private medical response via an e-panic service embedded within the Uber application.
- TrackercoreAURA has been a trusted partner to Tracker for many years. Their technology and support strengthen Tracker CareGuard and Sayf by Tracker solutions, helping deliver on purpose to care for and protect people and their things.
- Fidelity ADTcoreVetted private armed response provider in AURA's partner network, one of the major security companies dispatching responders through AURA's platform.
- CSIcoreVetted private armed response provider in AURA's South African partner network.
- AxoncoreVetted private armed response provider in AURA's South African partner network.
- OUTsurancesecondaryOUTsurance was provided with a customer-facing portal giving full audit trail of user actions and customized reporting capabilities.
- IHSsecondaryProfessional security services engagement where AURA provides security requirements support for IHS premises and staff.
- FNBsecondaryB2B partner integrating AURA's emergency response dispatch technology into their financial services ecosystem.
- MyWaysecondaryB2B partner for emergency response integration into vehicle tracking and related services.
Scale indicators12 records
Recent moves7 records
Expansion highlights6 records
AURA competitors and assessment
Company assessmentDirect peers
- Noonlight: US-based personal safety and emergency response platform that dispatches help via a connected network. Closest direct peer to AURA's People Protect offering in the US market, with API/SDK integrations into consumer apps for panic-button functionality.
- RapidSOS: Emergency response data platform that connects devices and apps directly to 911/PSAPs. Comparable to AURA's verification system and Global SOS Response, with deep US public-safety integrations and is one of the partners AURA is reportedly in discussions with.
Broad incumbents
- ADT: Largest US commercial and residential security monitoring company with owned response infrastructure. ADT represents the incumbent that AURA's verification system and Property Protect product are positioned to disrupt or complement via API integration.
- Fidelity ADT: Largest South African private security company and a channel partner in AURA's vetted response network. Represents both a competitor in armed-response services and a key supply-side partner whose continued participation is material to AURA's SA density.
- Ring (Amazon): Amazon-owned smart home security and video doorbell company with optional professional monitoring. AURA is reportedly in discussions with Ring.com to integrate its verification system, making Ring a likely partner/competitor in alarm verification.
- Life Alert: Established US personal emergency response system (PERS) provider for elderly/medical emergencies. Comparable to AURA's medical-response feature within People Protect, though with a much narrower, at-home target market.
Emerging players
- SimpliSafe: US DIY home security company with professional monitoring services. Competes with AURA's Property Protect offering in the residential alarm-monitoring space and represents a potential integration partner for AURA's dispatch layer.
- Medical Guardian: US personal emergency response system provider focused on older adults and medical alerts. Comparable to AURA's medical-response use case within People Protect and a potential OEM/API partner in the US PERS channel.
Regional players
- Bidvest Protea Coin: Major South African security and armed-response provider. Competes with AURA indirectly by offering bundled monitoring and response services to enterprise and residential customers in the same geographies where AURA operates.
- Vumacam: South African CCTV and security technology company with city-wide surveillance networks. Adjacent to AURA's Property Protect offering and shares South African enterprise and property-management customers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
AURA social profiles
Digital presenceAURA financial estimates
Financial estimateRevenue estimate
Valuation estimate
AURA leadership team
Management profileNumber of profiles
Profiles6 records
AURA funding detail
Funding detailFunding overview
Funding rounds4 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AURA M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about AURA
What does AURA do?
AURA operates a cloud-based B2B2C emergency response dispatch platform that connects users in distress with a vetted network of private armed response and medical responders. The platform is delivered via a Panic API, white-label mobile applications, and an embedded technology suite used by enterprise partners such as Uber, Discovery Insure, Samsung, FNB, and Tracker to provide one-tap panic button services, property alarm verification, and real-time responder dispatch across South Africa, Kenya, Ghana, the United Kingdom, and the United States.
Is AURA a public or private company?
AURA is a private company. It is classified as venture growth investor backed and is currently operating.
When was AURA founded?
AURA was founded in 2017. It employs 101 to 250 people.
Where is AURA based?
AURA is headquartered in Johannesburg, South Africa, in the Africa region.
How does AURA make money?
Four revenue lines are on record. API/Platform Licensing is the primary driver. The others are white-label Solution Licensing, per-alert/Usage-based Response Fees and subscription Services.
Who are AURA's main competitors?
Direct peers on record are Noonlight and RapidSOS. Broad incumbents are ADT, Fidelity ADT, Ring (Amazon) and Life Alert. Emerging players are SimpliSafe and Medical Guardian. Regional players are Bidvest Protea Coin and Vumacam.
Does AURA have an API?
Yes. The Aura Panic API enables trusted integrations to onboard customers, manage subscriptions, configure fixed locations, create and update callouts, receive webhook events, and connect selected device or gateway flows. The API provides REST endpoints with paths prefixed with /panic-api/v2 (e.g., https://panic.aura.services/panic-api/v2/customers). Staging environment available at https://staging-panic.aura.services for development and testing, including a Responder Simulator in the AURA portal for testing callout lifecycles. OAuth-based authentication. Bulk fixed-location CSV routes use /v1/... paths. Developer documentation is at docs.aurasos.com.
What industry is AURA in?
AURA's product category is Emergency Response Dispatch Software. Its primary akta.pro industry code is HSAHAHAG, Emergency Dispatch, Call Center Monitoring & Response Services, with a secondary code of BPAIAGAD, Emergency Communications & Dispatch (911/112/999, PSAP). Its NAICS code is 561621 and its SIC code is 8090.