What USRider does

USRider is a direct-to-consumer roadside assistance program purpose-built for equestrians, founded in 2002 and headquartered in Longmont, Colorado. The company is operated under Equine Network, a diversified equine media conglomerate that also publishes Equus Magazine and Horse and Rider Magazine. USRider's core differentiator is coverage of horse vans, tow vehicles, and trailers carrying horses — including loaded trailers with live horses — which mainstream roadside assistance providers such as AAA and Good Sam explicitly exclude. The service is delivered through a national dispatch network across the United States and Canada, supported by iOS and Android mobile apps, a web member portal (my.usrider.org), and 24/7 phone-based service request lines for both Classic and Premier members.

The product portfolio is anchored by two annual subscription tiers: Classic Membership at $215/year with capped towing, lockout, roadside, and winch-out benefits, and Premier Membership at $385/year offering unlimited towing, unlimited lockout and battery service, and a free associate membership. Associate add-on memberships ($79-$99/year) extend coverage to family members or (for Premier) employees. The offering is augmented by equine-specific services including emergency trip interruption veterinary reimbursement (up to $1,000 within 72 hours), emergency stabling arrangements, veterinarian and farrier referrals, alternative equine transportation coordination, and emergency disablement expense reimbursement (up to $300 for breakdowns 150+ miles from home). USRider also operates an insurance referral program through a core partnership with Markel Insurance, distributing equine mortality, commercial equine liability, farm/ranch package, private horse owner liability, and horse club liability policies on a commission basis.

The company operates a direct-to-consumer go-to-market model, selling memberships online through usrider.org and through native mobile applications. Marketing is concentrated in the equestrian vertical via content (blog, quarterly Equestrian Traveler's Companion digital magazine), organic social (Facebook, Instagram, Pinterest), and a 50+ partner discount network spanning hotels, car rentals, tire retailers, and equine specialty brands. Customer segments span recreational horse owners (primary), business and competitive equestrians (Premier tier), and equine business operators (insurance referrals). Coverage is portable across any non-commercial vehicle the member travels in, not just a registered vehicle, addressing a common pain point where members may be driving borrowed or rental vehicles while trailering.

Name

USRider

Legal name

USRider

Website

https://usrider.org

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

USRider is a direct-to-consumer equestrian roadside assistance program selling annual memberships that cover vehicles and horse trailers (including loaded trailers with horses) across the US and Canada, augmented by insurance referrals and partner discounts.

Ownership category

akta.pro rank

Product category

Equestrian Roadside Assistance

NAICS

Motor Vehicle Towing (488410)

akta.pro primary industry

Equine Transport & Hauling Services (AFAEAGAI)

akta.pro secondary industry

Racing Logistics & Transport (Equine Haulage, Quarantine) (MPAEADAO)

Keywords

• Equestrian roadside assistance
• Horse trailer towing
• Equine motor plan
• Horse owner insurance
• Travel emergency services

Headquarters

HQ city

Longmont

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Classic Membership: Annual subscription membership at $215 per year providing comprehensive nationwide vehicle and horse trailer coverage including $400 towing per vehicle, $250 roadside service, $125 lock-out service, and $250 winch-out service. An additional $29 activation fee applies for first year. Includes exclusive partner discounts.
2. Premier Membership: Premium annual subscription at $385 per year providing enhanced coverage for business or competitive equestrian travelers with unlimited towing, unlimited lock-out service, unlimited battery service, $400 roadside service, and $400 winch-out service. Includes one free associate membership.
3. Associate Memberships: Additional family or employee memberships available at $79/year for Classic plan and $99/year for Premier plan. Allows spouses, domestic partners, children (under 19 or students under 25), and employees (Premier only) to be added to the membership.
4. Emergency Disablement Expense Reimbursement: Qualifying members may receive up to $300 in emergency trip expense reimbursement (maximum $100/day for up to 3 days) when vehicle is disabled more than 150 miles from residence due to mechanical breakdown, accident, or collision.
5. Equine Insurance Referrals: USRider provides referrals to insurance partners (Markel) for equine mortality insurance, commercial equine liability, farm/ranch insurance, and private horse owner liability. Commission-based referral arrangement with insurance partner.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels10 records

Core offering

USRider is the premier equestrian roadside assistance membership program that provides 24/7 nationwide coverage for vehicles and horse trailers (including loaded trailers carrying horses) across the U.S. and Canada. Its two primary membership tiers — Classic ($215/year) and Premier ($385/year) — include towing, lockout, battery, fuel, flat tire, and winch-out services, alongside equine-specific benefits such as emergency veterinary, farrier, and stabling referrals, alternative equine transportation coordination, and emergency trip interruption reimbursement up to $1,000. The company also generates commissions by referring members to Markel Insurance for equine mortality, commercial liability, farm/ranch, private owner liability, and horse club liability policies.

Product overview

USRider is the premier equestrian motor plan providing roadside assistance and insurance referral services for horse owners. The company operates two membership plans: Classic Membership ($215/year) offering comprehensive coverage with specific benefit limits including $400 towing, $250 roadside service, and exclusive partner discounts; and Premier Membership ($385/year) offering enhanced coverage with unlimited towing, unlimited lockout and battery service, $400 roadside service, and $400 winch-out service. Both plans cover members in any non-commercial vehicle they are traveling in, including loaded horse trailers. The product portfolio also includes iOS and Android mobile apps for service requests, a companion digital magazine (Equestrian Traveler's Companion), and insurance referral services for equine mortality, commercial liability, farm/ranch, private horse owner liability, and horse club liability offered through Markel Insurance.

Differentiator

Problem solved

Functional benefit

Products and services

• Classic Membership Annual membership at $215/year providing 24/7 nationwide vehicle and horse trailer coverage including $400 towing per vehicle, $250 roadside service (tire, battery, fuel, oil, water delivery), $125 lock-out service, $250 winch-out service, exclusive partner discounts, and emergency stabling/veterinarian/farrier referrals. Additional $29 activation fee for first year.
• Premier Membership Premium annual membership at $385/year providing enhanced coverage for business or competitive equestrian travelers, including unlimited towing to nearest ASE Certified Mechanic or Dealership (or $600 per vehicle elsewhere), unlimited lock-out service, unlimited battery service, $400 roadside service, $400 winch-out service, one free associate membership, 24-hour Concierge Service, and emergency disablement expense reimbursement.
• USRider Mobile App (iOS) iOS application enabling USRider members to request emergency roadside assistance, access membership benefits, and manage their membership on iPhone.
• USRider Mobile App (Android) Android application enabling USRider members to request emergency roadside assistance, access membership benefits, and manage their membership on Android devices.
• Emergency Roadside Assistance Services 24/7 nationwide emergency roadside assistance including towing (capped per vehicle for Classic, unlimited for Premier), battery assistance, flat tire assistance, fuel/oil/water delivery, winch-out service, and lockout service for vehicles and horse trailers.
• Equine Benefits Services Equestrian-specific benefits including emergency trip interruption veterinary services (up to $1,000 reimbursement), emergency stabling and lodging arrangements, veterinarian referral services (DVM directory), farrier referral services, and alternative equine transportation coordination.
• Equine Mortality Insurance Annual mortality insurance policies starting at $200/year covering horses valued up to $50,000, aged 91 days to 15 years with clean health history. Provides all-risk mortality, theft, and humane destruction coverage through Markel Insurance.
• Commercial Equine Liability Insurance Commercial liability coverage for horse-related businesses including boarding, breeding, riding instruction, training facilities, horse shows, and sales. Liability limits of $300,000 to $1 million available through Markel Insurance.
• Equi-Farm Package Insurance Combined property and liability insurance protecting horse farms including personal dwelling, farm buildings (barns, stables, arenas), farm equipment, tack, livestock, and horse operation coverage through Markel Insurance.
• Private Horse Owner Liability Insurance Liability protection for individual horse owners covering bodily injury and property damage caused by their horse on or off premises, with limits from $300,000 to $1 million available through Markel Insurance.
• Horse Club Liability Insurance Liability protection for horse riding or hunt clubs covering leased or owned premises, public event days, and various club functions including shows, clinics, and trail rides through Markel Insurance.
• Equestrian Traveler's Companion Digital Magazine Quarterly USRider digital magazine providing features and resources for equestrian travel, including travel safety tips, horse health articles, trail guides, and equestrian lifestyle content, distributed via Issuu.
• Partner Discounts Program Exclusive money-saving discounts for USRider members from 50+ nationally recognized equine retailers and travel partners including car rentals, hotels, tack and apparel suppliers, vet supplies, horse health products, and equestrian services.

Quantifiable outcome

• Average ETA of 45 minutes - well below industry standard
• +3 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

27 partnerships are on record, tiered minor and core.

• Equus MagazineminorGTM or Marketing PartnerEquestrian publication partner offering special subscription rates to USRider members. Members enjoy a special subscription rate of $12 for EQUUS Magazine.
• Horse and Rider MagazineminorGTM or Marketing PartnerEquestrian publication partner offering content and subscription benefits to USRider members.
• Alamo Rent A CarminorGTM or Marketing PartnerCar rental partner offering USRider members unlimited mileage at participating locations and year-round discounts on already great rates.
• Avis Rent A CarminorGTM or Marketing PartnerCar rental partner offering USRider members up to 25% discount on Avis prices.
• Budget Rent-A-CarminorGTM or Marketing PartnerCar rental partner offering USRider members up to 25% discount on Budget's prices.
• Enterprise Rent-A-CarminorGTM or Marketing PartnerCar rental partner offering USRider members a 5% discount at all U.S. Enterprise locations on every rental.
• Hertz CorporationminorGTM or Marketing PartnerCar rental partner offering USRider members special year-round discounts on daily, weekly, weekend and monthly rentals for business or pleasure when traveling in the United States or worldwide.
• National Car RentalminorGTM or Marketing PartnerCar rental partner offering USRider members up to 20% savings and unlimited mileage at participating locations.
• Choice Hotels InternationalcoreGTM or Marketing PartnerPreferred Hotel Partner of the USRider Equestrian Motor Plan. Members receive up to 15% off the best available rate while staying at participating Choice Hotels.
• Hyatt HotelsminorGTM or Marketing PartnerHotel partner offering USRider members a 10% discount off the best available rate.
• La Quinta Inns & SuitesminorGTM or Marketing PartnerHotel partner offering USRider members a 10% discount off La Quinta's Best Available Rates when booked online at LQ.com.
• Red Roof InnminorGTM or Marketing PartnerHotel partner offering USRider members a 15% discount.
• Shilo InnsminorGTM or Marketing PartnerHotel partner offering discount rates available to USRider members.
• Vagabond InnsminorGTM or Marketing PartnerHotel partner offering USRider members a 10% discount at any Vagabond Inn or Vagabond Inn Executive.
• GoodyearminorGTM or Marketing PartnerTire partner where USRider members save 15% on tires on Goodyear.com through a 3-step process: find tires, schedule installation online, and complete order.
• Fabtron Saddle & TackminorGTM or Marketing PartnerTack retailer offering USRider members a 20% discount on saddles.
• FarmVetminorGTM or Marketing PartnerEquine supply retailer offering USRider members a 5% discount.
• KV SupplyminorGTM or Marketing PartnerEquine supply retailer offering USRider members a 10% discount and free shipping on orders over $49.
• Riding WarehouseminorGTM or Marketing PartnerEquine equipment retailer serving English, Western, and Endurance disciplines. USRider members receive a 10% discount.
• Omega FieldsminorGTM or Marketing PartnerEquine supplement retailer offering USRider members a 15% discount on purchases.
• Tenda Horse ProductsminorGTM or Marketing PartnerPerformance horse product retailer offering USRider members 10% off supplements, hoof care, wound & skin care, grooming products and more.
• ArenusminorGTM or Marketing PartnerEquine health product partner offering USRider members 10% discount on Sore No-More line of products.
• Renegade Hoof BootsminorGTM or Marketing PartnerHoof boot manufacturer offering USRider members exclusive discounts on high-tech hoof boots made in the USA.
• RevitaVetminorGTM or Marketing PartnerEquine therapy product partner offering USRider members 25% discount plus Free Shipping in the continental US.
• EquiMedic USAminorGTM or Marketing PartnerEquine first aid kit partner offering USRider members 15% off their two trailering equine first aid kits specifically designed for horse trailers.
• Markel InsurancecoreGTM or Marketing PartnerInsurance partner providing equine mortality, commercial equine liability, farm/ranch, private horse owner, and horse club liability insurance products through USRider Insurance Services.
• Firehorse RKminorGTM or Marketing PartnerNewest partner offering USRider members 10% off (close to $100 for full Rescue Kit) on all three product offerings.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Others

• Agero: Agero is a leading roadside assistance platform and technology provider that powers dispatch services for many insurers and motor clubs. It is a B2B infrastructure/technology peer rather than a direct consumer competitor but represents the underlying dispatch layer of the industry.
• Markel Insurance: Markel is USRider's insurance referral partner for equine mortality, commercial liability, farm package, and club liability products. As the underwriter of USRider's insurance revenue stream, it is a critical ecosystem partner and adjacent equine insurance specialist.

Broad incumbents

• Allstate Motor Club: Allstate Motor Club offers nationwide roadside assistance as part of a broader insurance and financial services portfolio. It is a broad incumbent competing for the same consumer wallet share without USRider's equestrian specialization.
• AAA (American Automobile Association): AAA is the dominant general-purpose roadside assistance provider with millions of members. It competes broadly in the same category as USRider but does not specialize in equine travel, making it the incumbent USRider most directly differentiates against.

Emerging players

• Equisure: Equisure specializes in equine insurance products for individual owners, professionals, and businesses. It addresses the same equine-owner insurance needs that USRider refers to Markel, making it a partial-overlap emerging competitor in the insurance adjacency.
• Rider Insurance / Equine Insurance Specialists: Rider Insurance offers specialty coverage for equestrian activities, horse owners, and instructors. It is an emerging niche player in equine insurance — adjacent to USRider's referral business and competitive for the same wallet share.

Direct peers

• Better World Club: Better World Club is an alternative motor club offering roadside assistance, towing, and travel services with an environmental positioning. It is a smaller, differentiated direct competitor serving consumer and small commercial vehicle owners.
• Good Sam (Camping World): Good Sam offers roadside assistance specifically designed for RV and specialty-vehicle owners, mirroring USRider's niche-specialization approach for equestrian travelers. Both serve enthusiasts hauling non-standard vehicles and bundle travel/partner discounts with their memberships.
• Coach-Net: Coach-Net provides 24/7 roadside assistance and concierge services targeted at motorhome, RV, and trailer owners — the closest direct peer in delivering specialty-vehicle dispatch and trip-interruption benefits to a defined enthusiast segment.

Regional players

• Camping World RV Insurance / Good Sam Insurance: Good Sam's bundled insurance products for RV owners illustrate the bundled roadside-plus-insurance model USRider has begun emulating with Markel. It is a model peer demonstrating how niche motor clubs can extend into adjacent financial products.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/USRider
• Instagraminstagram.com/usrider_equine
• Pinterestpin.it/7riZ6pOpi
• Xx.com/usriderequine
• LinkedInlinkedin.com/company/usrider-equestrian-motor-plan

Revenue estimate

Valuation estimate

Number of profiles

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 USRider