ROAD iD
ROAD iD is a founder-led, Kentucky-based e-commerce company that designs, engraves, and ships laser-engraved wearable ID products for runners, cyclists, individuals with medical conditions, parents, and military and first responders, complemented by the iD PROFILE subscription for digital emergency response profiles.
- Company typePrivate
- Founded1999
- HeadquartersErlanger, United States
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What ROAD iD does
ROAD iD is a privately held, founder-led e-commerce company founded in 1999 and headquartered in Erlanger, Kentucky, that designs, engraves, and ships wearable identification products from a single in-house facility. Its core offering is laser-engraved stainless steel ID faceplates sold as wrist bands, watch attachments (Apple Watch, Garmin, WHOOP, Fitbit via the Universal Sidekick), neck tags, shoe straps, and child-specific bands, priced from $24.99 to $49.99. The company serves individual consumers in the United States and ships to 100+ countries, with tax-inclusive pricing for Australia, Canada, Germany, Mexico, and the UK. Customer segments span runners, cyclists, individuals with medical conditions (allergies, diabetes, heart conditions, epilepsy), parents of children, and military and first responders, the latter served through a dedicated discount program.
The company's go-to-market is product-led, self-serve DTC exclusively through roadid.com, with no third-party retail distribution. Marketing is driven by content (blog, testimonials, athlete ambassador content), email, organic social, earned media in The Today Show, Runner's World, Outside Magazine, Triathlete, and Women's Running, and a recurring athlete-collaboration limited-edition program with endurance athletes such as Matt Beers, Keegan Swenson, Sofia Villafane, Alexey Vermeulen, and Ali Tetrick. The business model is primarily transactional (one-time hardware purchase) with an emerging recurring layer via iD PROFILE, an optional annual subscription ($6.99-$19.99/year, multi-year tiers, family pricing) that links a physical ID's serial number to a secure online emergency-response profile accessible to first responders 24/7. The product ecosystem is anchored by a lifetime engraving guarantee and a satisfaction guarantee that lowers purchase risk, and the company extends its core proposition into adjacent verticals through sub-brands DOG iD, HEALTH iD, and Rack Rabbit.
ROAD iD firmographics
Firmographics- Name
- ROAD iD
- Legal name
- ROAD iD
- Website
- https://roadid.com
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- ROAD iD is a founder-led, Kentucky-based e-commerce company that designs, engraves, and ships laser-engraved wearable ID products for runners, cyclists, individuals with medical conditions, parents, and military and first responders, complemented by the iD PROFILE subscription for digital emergency response profiles.
- Ownership category
- akta.pro rank
ROAD iD industry classification
Industry- Product category
- Wearable Safety Identification
- NAICS
- Navigational, Measuring, Electromedical, and Control Instruments Manufacturing (33451)
- SIC
- Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842)
- akta.pro primary industry
- Wearable Medical Alert Devices (Pendants, Watches, Bands) (HSAHAHAI)
- akta.pro secondary industries
- Personal Safety Wearables (SOS, fall detection) (CRACAIAH), Connected Medical Devices & Wearables (Sensors, Patches, Implantables) (HLACAPAB)
Keywords
Where ROAD iD is headquartered
LocationHeadquarters
- HQ city
- Erlanger
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
ROAD iD business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Physical ID Products: One-time purchase of wearable ID products (bracelets, watch attachments, shoe IDs, neck tags). Products range from $24.99 to $49.99 depending on style and features. Revenue recognized at point of sale with no recurring component for basic products.
- iD PROFILE Subscription: Annual subscription for digital emergency response profile. Multiple tiers: Ten Year at $6.99/year, Five Year at $9.99/year, Two Year at $15.99/year, One Year at $19.99/year. Family pricing allows unlimited profiles/IDs under one membership fee. Creates recurring revenue stream from existing customer base.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level wearable IDs starting at $24.99 |
| Unit Pricing | Pay-as-you-go | Premium wrist IDs starting at $39.99 |
| Subscription | Multi-year contract | iD PROFILE annual subscription with family pricing |
| Unit Pricing | Pay-as-you-go | Replacement faceplates and accessories |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
ROAD iD product offering
Product offeringCore offering
ROAD iD designs, manufactures, and sells laser-engraved stainless steel wearable identification products (wrist bands, watch attachments, shoe IDs, neck tags) that allow first responders to identify wearers and access emergency medical information during accidents. The physical IDs can be linked to iD PROFILE, an optional subscription-based online emergency response profile accessible 24/7 via a unique serial number and PIN, which stores medical history, medications, emergency contacts, and travel documents.
Product overview
ROAD iD offers a unified portfolio of wearable identification products centered on personal safety and emergency response. The core product line includes wrist-based IDs (Elite ID, Nylon Loop ID, Stretch ID, Sport Pin-Tuck ID, Kidsafe ID), watch-attachment IDs (Garmin Watch ID, Apple Watch ID, WHOOP ID, Universal Sidekick), and specialty formats (FIXX neck ID, Shoe ID). All products feature laser-engraved stainless steel faceplates with lifetime guarantee and are compatible with the iD PROFILE online platform—a subscription-based emergency response system that links to physical IDs via unique serial numbers, enabling first responders to access medical history, contacts, and documents 24/7 through MyRoadID.com. The product ecosystem emphasizes compatibility across fitness trackers and smartwatches, with the Universal Sidekick enabling attachment to virtually any watch or fitness band.
Differentiator
Problem solved
Functional benefit
Brands
- DOG iD: Dog ID products and accessories
- HEALTH iD
- iD PROFILE
- Rack Rabbit
Quantifiable outcome
- 100,000+ five-star reviews and 5M+ lives impacted
Companies that use ROAD iD
Customer profileNamed customers4 records
Segments5 records
Ideal customer profiles5 records
ROAD iD technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
ROAD iD partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights6 records
ROAD iD competitors and assessment
Company assessmentDirect peers
- StickyJ Medical ID: Direct competitor producing engraved medical alert jewelry (bracelets, necklaces, dog tags) via direct online sales, comparable on product format and customer base.
- MedicAlert: Direct competitor offering medical ID bracelets and a 24/7 emergency response database linked to engraved IDs — the closest analogue to ROAD iD's combined physical-plus-digital profile model.
- American Medical ID: Direct competitor selling custom-engraved medical ID bracelets, necklaces, and sport IDs through direct e-commerce with similar target customers managing chronic conditions or active lifestyles.
- Lauren's Hope: Direct competitor in fashionable and medical ID bracelets, competing in both the medical-alert and lifestyle/fashion segments with custom engraving.
- Universal Medical ID: Direct competitor offering custom-engraved medical alert bracelets and accessories sold through e-commerce channels to the same medical-condition and active-lifestyle buyers.
Broad incumbents
- Apple (Apple Watch): Broader incumbent whose Apple Watch includes Medical ID, fall detection, and Emergency SOS — overlapping with ROAD iD's emergency-identification function for the fitness/safety segment ROAD iD explicitly designs around (the Sidekick integrates with Apple Watch bands).
- Garmin: Broader incumbent whose fitness watches and cycling computers include incident detection and live tracking, partially substituting for ROAD iD's emergency contact function in the cycling/endurance segment ROAD iD targets (Garmin Watch ID is one of ROAD iD's integration SKUs).
- Fitbit (Google): Broader incumbent offering smartwatches and fitness trackers with emergency features and health profiles; ROAD iD's Universal Sidekick explicitly supports Fitbit bands, indicating overlap on the same wearer's wrist.
Emerging players
- MyID (medical ID): Smaller direct competitor offering silicone and stainless steel medical alert bracelets via e-commerce; overlaps on product category but with narrower distribution and brand presence than ROAD iD.
- Dog Tag Art: Adjacent peer in custom-engraved pet and personal identification tags, comparable to ROAD iD's DOG iD sub-brand and FIXX dog-tag style IDs on product format and personalization model.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
ROAD iD social profiles
Digital presenceROAD iD financial estimates
Financial estimateRevenue estimate
Valuation estimate
ROAD iD leadership team
Management profileNumber of profiles
Profiles5 records
ROAD iD funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ROAD iD 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 ROAD iD
What does ROAD iD do?
ROAD iD designs, manufactures, and sells laser-engraved stainless steel wearable identification products (wrist bands, watch attachments, shoe IDs, neck tags) that allow first responders to identify wearers and access emergency medical information during accidents. The physical IDs can be linked to iD PROFILE, an optional subscription-based online emergency response profile accessible 24/7 via a unique serial number and PIN, which stores medical history, medications, emergency contacts, and travel documents.
Is ROAD iD a public or private company?
ROAD iD is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was ROAD iD founded?
ROAD iD was founded in 1999. It employs 101 to 250 people.
Where is ROAD iD based?
ROAD iD is headquartered in Erlanger, United States, in the North America region.
How does ROAD iD make money?
Two revenue lines are on record. Physical ID Products are the primary driver. The others are iD PROFILE Subscription.
Who are ROAD iD's main competitors?
Direct peers on record are StickyJ Medical ID, MedicAlert, American Medical ID, Lauren's Hope and Universal Medical ID. Broad incumbents are Apple (Apple Watch), Garmin and Fitbit (Google). Emerging players are MyID (medical ID) and Dog Tag Art.
Does ROAD iD have an API?
No public API is recorded for ROAD iD.
What industry is ROAD iD in?
ROAD iD's product category is Wearable Safety Identification. Its primary akta.pro industry code is HSAHAHAI, Wearable Medical Alert Devices (Pendants, Watches, Bands), with a secondary code of CRACAIAH, Personal Safety Wearables (SOS, fall detection). Its NAICS code is 33451 and its SIC code is 3842.