I'm In The Right

What I'm In The Right does

I'm In The Right (legal entity: Reliance (Aus) Pty Ltd) is an Australian private company founded in 2014 by brothers Shaun and Blake Wickenden, operating from its headquarters in North Sydney, NSW. The company provides accident replacement vehicles and integrated accident management services to drivers who were not at fault in motor vehicle accidents. Its core offering supplies like-for-like replacement vehicles — across passenger (Hyundai, Kia, Mazda, Mitsubishi, Nissan, Toyota), luxury (BMW, Tesla, Porsche, Mercedes-Benz, Lexus), and commercial/heavy (utes, vans, flatbeds, pantechs, tautliners, tippers, prime movers) categories — at no out-of-pocket cost to eligible customers, with hire costs recovered directly from the at-fault party's insurer under Australian law. The company also handles towing, repair coordination, claims support, and litigation referrals. As of 2025, Sam Ghassani serves as CEO.

The company operates a fleet of 1,200+ vehicles across 10+ branches in New South Wales, Queensland, Victoria, South Australia, and Western Australia, and reports having served more than 50,000 not-at-fault drivers since inception. Its technology stack includes a web-based customer intake platform, the IITR mobile app for partner referral management (iitrpartner.com.au), vehicle telematics for GPS tracking and damage detection, and AWS-hosted databases at a PCI-compliant Level II data centre in Sydney. Distribution combines direct-to-consumer digital intake (website application, 1300 phone number) with a structured referral partner network spanning law firms (notably Spectre Law), lead generators (Straya Sales and Marketing / Claim Buddy), panel beaters, mechanics, and insurers.

The revenue model is transaction-based cost recovery: IITR fronts the vehicle hire cost and recovers it from the at-fault driver's insurer, functioning as an assigned-claims recovery business rather than a traditional consumer rental model. The primary counterparty set for collections comprises all major Australian insurers (AAMI, Allianz, Budget Direct, CommInsure, GIO, QBE, Suncorp, YOUI). The company is privately held with no disclosed institutional investors, funding rounds, or M&A activity, and operates exclusively in the Australian market.

Name

I'm In The Right

Legal name

Reliance (Aus) Pty Ltd

Website

https://imintheright.com.au

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

51–100 employees

Short description

I'm In The Right is an Australian accident replacement vehicle and accident management provider serving not-at-fault drivers across Australia with a fleet of 1,200+ vehicles, recovering hire costs directly from at-fault insurers.

Ownership category

akta.pro rank

Product category

Accident Replacement Vehicle Services

NAICS

Motor Vehicle Towing (48841), Automotive Body, Paint, Interior, and Glass Repair (81112)

SIC

Services-Auto Rental & Leasing (No Drivers) (7510)

akta.pro primary industry

Accident Replacement & Insurance Courtesy Vehicle Programs (TLABAAAK)

akta.pro secondary industries

Accident Management Services (Incident Response, Towing, Repair Coordination) (TLABANAI), Accident Management, Claims & Risk/Safety Services (THADAKAI), Replacement Vehicle Programs for Corporate Fleets (Service/Accident) (THADAOAJ)

Keywords

• Accident replacement vehicles
• Not-at-fault hire cars
• Accident management services
• Insurer cost recovery
• Vehicle hire fleet

Headquarters

HQ city

Gosford

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Cost Recovery from At-Fault Party's Insurer: Primary revenue stream. The company provides replacement vehicles to not-at-fault accident victims at no cost to the customer. Hire costs are legally recoverable from the at-fault driver's insurer (third party property or comprehensive insurance). The company handles all cost recovery and paperwork, liaising directly with insurers on behalf of customers.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

I'm In The Right provides accident replacement vehicles to drivers who were not at fault in motor vehicle accidents, delivering like-for-like passenger, luxury, and commercial vehicles at no out-of-pocket cost to the customer. The company also offers end-to-end accident management services including towing, repairs coordination, claim support, and direct liaison with insurers to recover hire costs from the at-fault party's insurance provider.

Product overview

I'm In The Right operates as a unified accident replacement vehicle service platform offering a single integrated offering rather than separate modules. The core product combines accident replacement vehicle hire with accident management services including towing, repairs coordination, and insurer cost recovery. The service portfolio spans passenger vehicles (Hyundai, Kia, Mazda, Mitsubishi, Nissan, Toyota), luxury vehicles (BMW, Tesla, Porsche, Mercedes-Benz, Lexus), and commercial vehicles (light commercial and heavy commercial including flatbeds, pantechs, tautliners, tippers, prime movers). The platform includes the IITR App for partner referral management. The company provides end-to-end accident management from vehicle replacement to cost recovery, all focused exclusively on not-at-fault drivers who are legally entitled to replacement vehicles at no cost.

Differentiator

Problem solved

Functional benefit

Products and services

• Accident Replacement Vehicles (Cars) Replacement vehicle hire service for drivers not at fault in motor vehicle accidents, providing like-for-like passenger vehicles (compact, SUV, and luxury) at no out-of-pocket cost, with costs recovered from the at-fault party's insurer.
• Accident Replacement Trucks Heavy commercial vehicle replacement hire including flatbeds, pantechs, tautliners, tippers, and prime movers for not-at-fault drivers requiring commercial vehicle replacements.
• Accident Management End-to-end accident management service including towing, transport from accident scene, claim support, repair management, and liaison with insurers for not-at-fault drivers.
• Not At Fault and Not Insured Service Service providing replacement vehicles to not-at-fault drivers even when they have no insurance, recovering costs directly from the at-fault party's insurer.
• Partner Program Partner referral program allowing referrers to earn commissions by referring not-at-fault drivers to IITR for replacement vehicle services, supported by the IITR App dashboard.

Quantifiable outcome

• 50,000+ not-at-fault drivers provided with replacement vehicles since 2014
• +2 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

13 partnerships are on record, tiered core, strategic and minor.

• AAMIcoreOthersMajor Australian insurer. IITR recovers vehicle hire costs from AAMI when their policyholder is found to be at-fault in a motor vehicle accident.
• AllianzcoreOthersMajor Australian insurer. IITR recovers vehicle hire costs from Allianz when their policyholder is found to be at-fault in a motor vehicle accident.
• Budget DirectcoreOthersMajor Australian insurer. IITR recovers vehicle hire costs from Budget Direct when their policyholder is found to be at-fault in a motor vehicle accident.
• CommInsurecoreOthersMajor Australian insurer. IITR recovers vehicle hire costs from CommInsure when their policyholder is found to be at-fault in a motor vehicle accident.
• GIOcoreOthersMajor Australian insurer. IITR recovers vehicle hire costs from GIO when their policyholder is found to be at-fault in a motor vehicle accident.
• QBEcoreOthersMajor Australian insurer. IITR recovers vehicle hire costs from QBE when their policyholder is found to be at-fault in a motor vehicle accident.
• SuncorpcoreOthersMajor Australian insurer. IITR recovers vehicle hire costs from Suncorp when their policyholder is found to be at-fault in a motor vehicle accident.
• YOUIcoreOthersMajor Australian insurer. IITR recovers vehicle hire costs from YOUI when their policyholder is found to be at-fault in a motor vehicle accident.
• Spectre LawstrategicChannel Partner/ Reseller/ DistributorPartner law firm founded by Sam Ghassani (now CEO of IITR). Spectre Law provides legal services to IITR customers for personal injury claims. Sam Ghassani served as Interim Co-General Manager before becoming CEO in 2025.
• Straya Sales and Marketing (trading as Claim Buddy)minorChannel Partner/ Reseller/ DistributorLead generation company that refers not-at-fault accident victims to IITR. Referrals are managed through the IITR App which provides partners with dashboard access to track referral status and booking details.
• Custom Service Leasing Pty Ltd (CSL)minorOthersFleet leasing company from which IITR leases trucks for its commercial vehicle fleet. CSL holds a security interest in trucks they own and lease to IITR.
• ORIXminorOthersMotor vehicle fleet company referenced in privacy policy as a partner with whom IITR shares customer information for vehicle rental purposes.
• Amazon Web ServicescoreTechnology or IntegrationAWS hosts IITR's databases at their Sydney Data Centre (PCI compliant Level II). Primary hosting provider for the IITR platform and customer data.

Scale indicators7 records

Recent moves2 records

Expansion highlights5 records

Broad incumbents

• Hertz Global Holdings: Major global rental company with an established insurance/accident replacement program. Operates in Australia and competes with IITR for replacement-vehicle cases, though at much broader scale and across leisure/business rental rather than the not-at-fault specialist niche.
• Avis Budget Group: Global rental operator (Avis, Budget) with dedicated replacement-vehicle products for insurers and claimants. Overlaps with IITR on the replacement-vehicle customer but competes as part of a much broader rental portfolio rather than a not-at-fault specialist.
• ORIX Australia: Large Australasian fleet management and vehicle leasing provider already partnered with IITR for fleet supply. Comparable as a broader fleet-management incumbent that competes for corporate/commercial accident replacement business.
• Europcar Mobility Group: European-headquartered rental group with significant Australian operations through local brands. Provides short-term replacement vehicles including for insurance scenarios, overlapping with IITR's customer base but as a broad rental incumbent.
• SIXT: Premium-focused rental and leasing provider expanding in Australia. Competes with IITR in the luxury and higher-end replacement segment (BMW, Mercedes, etc.), overlapping on customer profile if not on cost-recovery model.
• Enterprise Mobility (Enterprise Rent-A-Car / Enterprise Truck Rental): Global mobility leader with a dedicated replacement-vehicle and insurance-replacement program serving insurers and claimants worldwide. Comparable to IITR in the accident-replacement use case, though operating at vastly greater scale and breadth across consumer and commercial fleets.

Others

• Allianz Insurance Australia: Major Australian insurer and current cost-recovery counterparty for IITR. While not a direct replacement-vehicle operator, it is a key payer/partner and a potential competitor if it builds or expands an in-house or preferred-provider replacement program.

Direct peers

• Custom Service Leasing (CSL): Australian fleet-leasing partner to IITR that supplies commercial vehicles to its fleet. Adjacent competitor in the commercial fleet-leasing space and an existing commercial counterparty, making it a directly comparable fleet operator in Australia.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCSXJFNuslLEYaiqOUE-YhjA
• Facebookfacebook.com/imintheright
• LinkedInau.linkedin.com/company/i-m-in-the-right
• Instagraminstagram.com/imintheright
• TikToktiktok.com/@imintheright

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about I'm In The Right