Safelet
Safelet is a Dutch consumer hardware company that sells a Bluetooth-enabled personal safety bracelet ($89.95) and companion app, enabling one-click SOS alerts with GPS and live audio to designated family and friend Guardians. It targets individual safety-conscious consumers globally via direct-to-consumer e-commerce, with no subscription and a 1-10 person operating team.
- Company typePrivate
- Founded2015
- HeadquartersAmsterdam, Netherlands
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Safelet does
Safelet is a Dutch consumer hardware company that designs, manufactures, and sells a Bluetooth-enabled personal safety bracelet paired with a companion mobile application. The Safelet Personal Safety Alarm allows users to send a one-click SOS alert with GPS location to designated 'Guardians' (friends, family, or other invited contacts), who receive notifications, can view each other's locations, communicate to coordinate a response, and stream live audio from the incident. The bracelet features an on-wrist visual feedback display showing Guardian and alarm status, a 3-4 day battery life with a 10-minute fast-charge, and connects to a smartphone via Bluetooth (range up to 40 meters) which then transmits data over WiFi or cellular.
The company operates a direct-to-consumer e-commerce model through safelet.com, selling the bracelet at $89.95 with free worldwide shipping, a 30-day money-back guarantee, and a 12-month warranty. There is no subscription and all app features are free with the hardware purchase. Marketing is concentrated on the company website, social media channels (Facebook, Twitter, YouTube), email, and organic word-of-mouth driven by users inviting contacts into the Guardian Network. Target customers are individual consumers concerned about personal safety — particularly women walking alone, running, or traveling — with Guardians (family and friends) constituting a secondary persona.
Safelet BV is a privately held Besloten Vennootschap (private limited company) incorporated and headquartered in Amsterdam, the Netherlands, operating with 1-10 employees and serving customers globally. The company was founded in 2015 with a stated mission centered on women's safety, and operates without disclosed institutional funding, public financials, or known M&A activity. The broader addressable market — global smart personal safety and security devices — is reported at $48.4 billion in 2025, projected to reach $92.7 billion by 2033 (8.6% CAGR, per Grand View Research), with North America holding approximately 33% share in 2025.
Safelet firmographics
Firmographics- Name
- Safelet
- Legal name
- Safelet BV
- Website
- https://safelet.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Safelet is a Dutch consumer hardware company that sells a Bluetooth-enabled personal safety bracelet ($89.95) and companion app, enabling one-click SOS alerts with GPS and live audio to designated family and friend Guardians. It targets individual safety-conscious consumers globally via direct-to-consumer e-commerce, with no subscription and a 1-10 person operating team.
- Ownership category
- akta.pro rank
Safelet industry classification
Industry- Product category
- Wearable Personal Safety Devices
- akta.pro primary industry
- Personal Safety Wearables (SOS, fall detection) (CRACAIAH)
- akta.pro secondary industry
- Wearable Medical Alert Devices (Pendants, Watches, Bands) (HSAHAHAI)
Keywords
Where Safelet is headquartered
LocationHeadquarters
- HQ city
- Amsterdam
- HQ country
- Netherlands
- HQ region
- Europe
Offices2 records
Markets served
Safelet business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Hardware Sales: One-time sale of the Safelet Personal Safety Alarm smartwatch. No subscription required - all app features are free with no hidden additional costs.
- Product Accessories: Sale of the main Safelet bracelet product at $89.95 per unit, with free worldwide shipping.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Safelet Personal Safety Alarm - Single Product |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels6 records
Safelet product offering
Product offeringCore offering
Safelet designs, manufactures, and sells a personal safety alarm bracelet that pairs via Bluetooth with a companion smartphone app. When activated, the bracelet sends an SOS alert containing the user's GPS location and live audio to designated Guardians (friends and family), who can coordinate their response and see each other's locations. The product is sold as a one-time hardware purchase at $89.95 with no subscription required; all app features are included free.
Product overview
Safelet offers a personal safety ecosystem consisting of two main products: the Safelet Personal Safety Alarm (a smartwatch-style bracelet hardware device) and the Safelet App (a companion mobile application). The two products work together via Bluetooth connection — the bracelet sends SOS alerts to guardians who receive notifications through the app along with the user's GPS location. The ecosystem also includes a Guardian Network feature that allows users to invite friends and family as guardians and optionally receive SOS alerts from nearby community members in emergencies. No subscription is required; all features are included with the device purchase.
Differentiator
Problem solved
Functional benefit
Products and services
- Safelet Personal Safety Alarm A smartwatch-style wearable safety bracelet that pairs via Bluetooth with the Safelet App to send one-click SOS alerts containing GPS location and live audio streaming to designated Guardians. Sold as a one-time hardware purchase at $89.95 with worldwide free shipping, 30-day money-back guarantee, and 12-month warranty. Targeted at individual consumers, particularly women, who want a wearable emergency alert solution when walking alone, running, or traveling.
- Safelet App Free companion mobile application for iOS and Android that connects to the Safelet bracelet via Bluetooth. Manages Guardian contacts, displays the user's location on a map during SOS events, enables free live audio streaming from the user's phone to Guardians, and provides Follow-me and check-in location tracking features. All app features are included at no additional cost with the hardware purchase.
Quantifiable outcome
- Battery lasts 3-4 days with normal use; 10 minutes of charging provides power for several days
- +1 more outcomes
Companies that use Safelet
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Safelet technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Safelet partnerships and signals
Strategic signalScale indicators1 record
Recent moves3 records
Expansion highlights5 records
Safelet competitors and assessment
Company assessmentDirect peers
- Wearsafe: Wearsafe makes a small personal safety device plus app that lets users send SOS alerts with location to a designated support network. It is one of the closest direct competitors to Safelet in the wearable personal-safety category.
- bSafe: bSafe offers a personal safety app with SOS, live location sharing, audio/video streaming, and Guardian follow-me features that closely mirror Safelet's app-based capabilities. It competes for the same target demographic of women and individuals concerned about personal safety.
- Noonlight: Noonlight provides an app-based personal safety and emergency response platform that dispatches help on user trigger, with location and profile data shared with first responders. It competes in the same personal safety emergency-alert category, though it is primarily software rather than wearable hardware.
- Flare (Flare Bracelet): Flare sells a wearable personal safety bracelet designed primarily for women, with SOS functionality connecting to emergency contacts and dispatch services. It directly competes with Safelet in the women's personal-safety wearables niche.
- Bay Alarm Medical: Bay Alarm Medical sells wearable medical alert devices (pendants and watches) with GPS and 24/7 monitoring. While more focused on seniors and monitored PERS, it directly competes in the wearable personal safety/alert category.
Broad incumbents
- Apple (Apple Watch): Apple Watch includes Emergency SOS, fall detection, and crash detection with global cellular support. As a mass-market smartwatch with embedded safety features, it is a broad incumbent that threatens standalone safety wearables like Safelet through sheer scale.
- Garmin (inReach): Garmin inReach devices offer satellite-based SOS and two-way messaging for outdoor and personal safety. While more rugged/outdoor focused, they overlap with Safelet's safety-and-location use case for hikers, travelers, and remote users.
- Life Alert: Life Alert is a long-established monitored personal emergency response service with wearable help buttons. It is a broader incumbent in the personal emergency alert space, with subscription-based model and 24/7 monitoring center dispatch.
- ADT (Medical Alert): ADT offers monitored medical alert systems with wearable help buttons and 24/7 dispatch, leveraging its broader home security brand. It is a broad incumbent in the personal emergency response category adjacent to Safelet's wearable alert positioning.
Emerging players
- Athena's (Women's Safety Jewelry): Athena's offers smart safety jewelry (rings, necklaces) with hidden SOS buttons that connect users to emergency contacts or dispatch. It overlaps with Safelet in the women's wearable safety category but uses jewelry form factors rather than a smartwatch.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Safelet social profiles
Digital presenceSafelet financial estimates
Financial estimateRevenue estimate
Valuation estimate
Safelet leadership team
Management profileNumber of profiles
Safelet funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Safelet 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 Safelet
What does Safelet do?
Safelet designs, manufactures, and sells a personal safety alarm bracelet that pairs via Bluetooth with a companion smartphone app. When activated, the bracelet sends an SOS alert containing the user's GPS location and live audio to designated Guardians (friends and family), who can coordinate their response and see each other's locations. The product is sold as a one-time hardware purchase at $89.95 with no subscription required; all app features are included free.
Is Safelet a public or private company?
Safelet is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Safelet founded?
Safelet was founded in 2015. It employs 1 to 10 people.
Where is Safelet based?
Safelet is headquartered in Amsterdam, Netherlands, in the Europe region.
How does Safelet make money?
Two revenue lines are on record. Hardware Sales are the primary driver. The others are product Accessories.
Who are Safelet's main competitors?
Direct peers on record are Wearsafe, bSafe, Noonlight, Flare (Flare Bracelet) and Bay Alarm Medical. Broad incumbents are Apple (Apple Watch), Garmin (inReach), Life Alert and ADT (Medical Alert). Athena's (Women's Safety Jewelry) is listed as an emerging player.
Does Safelet have an API?
No public API is recorded for Safelet.
What industry is Safelet in?
Safelet's product category is Wearable Personal Safety Devices. Its primary akta.pro industry code is CRACAIAH, Personal Safety Wearables (SOS, fall detection), with a secondary code of HSAHAHAI, Wearable Medical Alert Devices (Pendants, Watches, Bands).