RSE
Road Safety Education Limited is an Australian not-for-profit that delivers evidence-based road safety education programs, principally the RYDA one-day workshop, to senior high school students across Australia and New Zealand through Rotary club and corporate partnerships.
- Company typePrivate
- Founded2001
- HeadquartersRyde, Australia
- Headcount11–50
- GTM typeB2B
- OfferingServices
What RSE does
Road Safety Education Limited (RSE) is an Australian not-for-profit incorporated in 2004 that develops and delivers evidence-based road safety education programs across Australia and New Zealand, built on the RYDA platform that began as a Rotary community project in 2001. Its flagship product is RYDA, a whole-school partnership featuring a one-day workshop for senior high school students (Years 10-12, ages 15-18) covering driving skills, passenger responsibility, hazard perception, and the five key risk areas of seatbelts, alcohol and drugs, fatigue, distraction, and speeding. Complementary programs include Driver Coach (for parents/caregivers of learner drivers) and BetterDriver (for corporate fleet audiences), alongside community awareness initiatives such as the Yellow Ribbon "Drive So Others Survive" campaign. The model is operationally underwritten by a trained facilitator pool that includes police officers, road safety experts, and crash survivors delivering lived-experience content.
The business model is community-led and heavily cross-subsidized. Schools book via the RSE website and contribute roughly $9 per student on average, against a delivery cost of approximately $50 per student. The funding gap is closed by corporate sponsorships (BOC, Toyota, Bridgestone, Boral, NZ Steel, AMI, VTNZ, Valvoline), government grants (e.g., Queensland Community Road Safety Grants Scheme), and in-kind volunteer support from Rotary clubs. To date, RYDA has reached over 900,000 young people at approximately 120 venues across both countries, with more than 50,000 students attending annually across 380+ schools. The organization files no public revenue figures and operates with a small headcount (11-50), positioning this as a low-revenue, mission-driven nonprofit rather than a growth-stage venture.
Operationally, RSE relies on its Rotary club distribution network as its primary channel, supplemented by corporate-sponsored awards programs (the annual Supporting Excellence in Road Safety Awards) and government grant-funded rural expansion. Strategic trajectory is anchored by two recent inflection points: a long-pending CEO transition in July 2025 (Maria Lovelock succeeding Terry Birss after his 25-year tenure) and the December 2025 release of RYDA 6.1, alongside continuing partnership extensions such as Bridgestone's commitment through 2030. There are no disclosed patents, proprietary technology products, AI/ML capabilities, or app-based services; the underlying "technology" is curriculum design, facilitator training, and program evaluation methodology.
RSE firmographics
Firmographics- Name
- RSE
- Legal name
- Road Safety Education Limited
- Website
- https://rse.org.au
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Road Safety Education Limited is an Australian not-for-profit that delivers evidence-based road safety education programs, principally the RYDA one-day workshop, to senior high school students across Australia and New Zealand through Rotary club and corporate partnerships.
- Ownership category
- akta.pro rank
Where RSE is headquartered
LocationHeadquarters
- HQ city
- Ryde
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
RSE business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Student Program Fees: Schools pay a subsidized fee for students to attend Ryda workshops. The cost is approximately $50 per student, with students paying approximately $9 on average nationally, indicating significant cross-subsidization from corporate and government partnerships.
- Corporate Partnerships: RSE receives support from corporate partners including BOC, Toyota, Bridgestone, Boral, NZ Steel, and AMI who provide funding and in-kind support to enable program delivery and accessibility.
- Government Funding: RSE receives government funding from various bodies including the Queensland Government Community Road Safety Grants Program to help cover delivery costs and keep programs affordable for schools.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | One time/ perpetual license | Student workshop participation fee |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
RSE product offering
Product offeringCore offering
RSE delivers the RYDA program, a one-day interactive road safety workshop for senior high school students (Years 10-12) at approximately 120 venues across Australia and New Zealand. The program addresses five key risk areas (seatbelts, alcohol and drugs, fatigue, distraction, and speeding) through facilitator-led sessions involving police officers, road safety experts, and crash survivors. RSE also offers Driver Coach (for parents/caregivers of learner drivers) and BetterDriver (a corporate fleet-safety program).
Product overview
Road Safety Education Limited (RSE) is a not-for-profit organization providing best-practice road safety education programs for young people throughout Australia and New Zealand. The core product is RYDA, a whole-school road safety education partnership featuring one-day workshops for senior high school students. The portfolio includes complementary programs: Driver Coach (for parents and caregivers supervising learner drivers) and BetterDriver (for corporate organizations). Additional offerings include the Yellow Ribbon 'Drive So Others Survive' initiative and the Drive Safe, Arrive Safe campaign. RYDA workshops cover topics including driver fatigue, speeding, distraction, seatbelts, alcohol and drugs, vehicle maintenance, passenger skills, and risk perception. The program is delivered through community partnerships with Rotary clubs, corporate sponsors (BOC, Toyota, Bridgestone, Boral, NZ Steel, AMI), and government partners. To date, over 900,000 young people have participated in RYDA workshops across more than 380 schools at approximately 120 venues.
Differentiator
Problem solved
Functional benefit
Brands
- RYDA: RYDA is RSE's flagship youth road safety education program — a whole-school approach partnership featuring a one-day workshop that equips senior high school students with tools, habits, and motivation to stay safe on roads as drivers and passengers. Ryda has been providing novice drivers and their passengers with lifesaving knowledge and skills for over twenty-one years.
Products and services
- RYDA A whole-school road safety education partnership featuring a one-day workshop that equips senior high school students with tools, habits, and motivation to stay safe on roads as drivers and passengers. Delivered at approximately 120 venues across Australia and New Zealand, with content covering commentary driving, hazard perception, passenger skills, and the Safe System approach.
- Driver Coach A program for parents and caregivers that equips them to supervise and coach learner drivers effectively, including online delivery capabilities and tools such as driving agreements and phone management plans.
- BetterDriver A corporate program designed to help organizations improve road safety outcomes for their employees who drive for work purposes, supporting fleet safety and community CSR initiatives.
Quantifiable outcome
- 54% drop in willingness to pick up a phone while driving within 3 months of attending Ryda
- +6 more outcomes
Companies that use RSE
Customer profileNamed customers14 records
Segments5 records
Ideal customer profiles4 records
RSE technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
RSE partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered supporting and core.
- Valvoline Global OperationssupportingValvoline became an official corporate sponsor of Road Safety Education Limited in December 2024, championing high school student driver education as part of their community safety initiatives.
- NZ SteelcoreNZ Steel was a founding sponsor when RYDA launched in New Zealand in 2006, enabling the organization's expansion. They continue as a supporting partner with Vicki Woodley, Manager External Affairs, actively involved.
- RotarycoreRotary is the primary community delivery partner for Ryda. Rotary clubs across Australia and New Zealand provide volunteer coordinators, venue support, on-ground logistics, and fundraising to make workshops accessible in their communities. The partnership began with RYDA's inception as a Rotary project in 2001.
- BOCcoreBOC is a long-standing corporate partner supporting Ryda in both Australia and New Zealand. As a founding sponsor in New Zealand, BOC has contributed to the program's growth and sustainability since 2006.
- ToyotacoreToyota Australia and Toyota NZ support the Ryda program as corporate partners, providing funding and promoting road safety education for young drivers as part of their community engagement initiatives.
- BridgestonecoreBridgestone extends partnership to 2030, demonstrating long-term commitment to youth road safety. They sponsor the Bridgestone School Award and support Ryda workshops with funding and road safety expertise.
- BoralsupportingBoral is an Australian corporate partner supporting the Ryda program, sponsoring the Boral Police Award and contributing to road safety education delivery and community awareness.
- AMI InsurancesupportingAMI Insurance is a New Zealand partner that supports the Ryda program and provides educational content about young driver insurance. They sponsor the AMI Student Award and AMI Community Award.
- VTNZsupportingVTNZ (Vehicle Testing New Zealand) is a corporate sponsor supporting Ryda in New Zealand as part of their road safety commitment.
- Rapid Relief Team (RRT)supportingRapid Relief Team provides catering support at New Zealand Ryda venues, offering free BBQ lunches to students and staff. Their support spans venues from Kaitaia to Timaru and adds a fun, appreciated element to the program.
Scale indicators7 records
Recent moves8 records
Expansion highlights5 records
RSE competitors and assessment
Company assessmentDirect peers
- Amy Gillett Foundation: Australian non-profit focused on cycling and road-safety education in memory of Amy Gillett. Directly comparable: Australian-based, charitable structure, partners with corporates and government, and runs education programs targeting safe behaviour among young road users.
- AAA Foundation for Traffic Safety: US nonprofit foundation that funds research and education programs to reduce traffic crashes and injuries. Highly comparable to RSE: both are nonprofit, mission-driven drivers of evidence-based road-safety education and outcome measurement, with a similarly strong focus on young drivers.
- Brake: UK road-safety charity delivering education programs for young people and campaigning on safer driving. Directly comparable: dedicated charity, youth-focused education delivery, similar school-based workshop format, and similar reliance on corporate and government funding.
- Kidsafe Australia: Australian nonprofit dedicated to child injury prevention and safety education. Comparable as a not-for-profit education provider delivering safety programs through schools with corporate and government partnerships, although Kidsafe covers broader child-safety topics rather than road trauma alone.
- Youthsafe: Australian nonprofit that delivers youth-safety education programs through schools. Closely comparable in operating model: small NFP, school-based delivery, partnerships with government and corporate sponsors, and a focus on behavioural outcomes for young Australians.
Others
- Monash University Accident Research Centre (MUARC): Leading academic research centre producing evidence on road-safety interventions and outcomes. Adjacent rather than directly competitive: MUARC supplies the research basis on which programs like RSE's are built, and frequently partners with education nonprofits for translation.
Broad incumbents
- Transport Accident Commission (TAC Victoria): Victorian government agency that compensates road accident victims and funds statewide road-safety education campaigns. Comparable as a funder and operator of large-scale road-safety education for young Victorians but as a government scheme with a much broader insurance mandate.
- NRMA: Large Australian motoring and insurance mutual with a broad road-safety and advocacy remit across member services, policy, and education. Overlaps with RSE on road-safety messaging and education but is much broader in scope and serves members across insurance, travel, and roadside assistance.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
RSE social profiles
Digital presenceRSE financial estimates
Financial estimateRevenue estimate
Valuation estimate
RSE leadership team
Management profileNumber of profiles
Profiles3 records
RSE funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
RSE 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 RSE
What does RSE do?
RSE delivers the RYDA program, a one-day interactive road safety workshop for senior high school students (Years 10-12) at approximately 120 venues across Australia and New Zealand. The program addresses five key risk areas (seatbelts, alcohol and drugs, fatigue, distraction, and speeding) through facilitator-led sessions involving police officers, road safety experts, and crash survivors. RSE also offers Driver Coach (for parents/caregivers of learner drivers) and BetterDriver (a corporate fleet-safety program).
Is RSE a public or private company?
RSE is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was RSE founded?
RSE was founded in 2001. It employs 11 to 50 people.
Where is RSE based?
RSE is headquartered in Ryde, Australia, in the Oceania region.
How does RSE make money?
Three revenue lines are on record. Student Program Fees are the primary driver. The others are corporate Partnerships and government Funding.
Who are RSE's main competitors?
Direct peers on record are Amy Gillett Foundation, AAA Foundation for Traffic Safety, Brake, Kidsafe Australia and Youthsafe. Monash University Accident Research Centre (MUARC) is listed as an others. Broad incumbents are Transport Accident Commission (TAC Victoria) and NRMA.
Does RSE have an API?
No public API is recorded for RSE.