What RoadSafetyUAE does

RoadSafetyUAE, operated by Embrace Platform Development FZ LLE, is a UAE-domiciled nonprofit digital platform founded in 2013-2014 by Austrian expatriate Thomas Edelmann as the first Road Safety Portal in the country. The platform serves all road traffic participants in the UAE — drivers, passengers, pedestrians, and motorcyclists — through a content and community website that combines educational modules (Topics & Tips, child-seat safety resources), user engagement features (Road Safety Proposals with voting, story sharing, safe-driving pledges), and a newsletter archive dating back to 2014. It also serves as a knowledge base and dialogue facilitator for government authorities (RTA, Dubai Police, Ministry of Health, Dubai Health Authority) and corporate stakeholders.

The platform's underlying technology is a digital content management system with a road safety knowledge base; no proprietary technical features, mobile apps, APIs, or AI/ML capabilities are disclosed in the source material. Distribution is single-country and digital-first via the website roadsafetyuae.com, supplemented by earned media through partnerships with UAE's leading outlets (Gulf News, Khaleej Times, The National, Al Etihad), regular radio appearances on ARN Dubai Eye 103.8FM, and events/campaigns with CSR partners.

RoadSafetyUAE does not sell products or services. Its operating model is CSR-funded: approximately 35 multinational partners — including Michelin, BMW, Volkswagen, Nissan, Honda, Daimler Truck, FUSO, Bridgestone, Careem, Johnson & Johnson, QIC, Tokio Marine Nichido, Al Wathba Insurance, OnStar, TomTom, and Mix Telematics — fund and co-develop road safety initiatives, research, and campaigns. The organization has been recognized with the HRH Prince Michael of Kent International Road Safety Award (2017), the IRF Global Road Achievement Award (2017), consecutive Arabia CSR Awards (2015, 2016), and the Cross of Merit of the Republic of Austria (2023).

Name

RoadSafetyUAE

Legal name

Embrace Platform Development FZ LLE

Website

https://roadsafetyuae.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

RoadSafetyUAE is a UAE-based nonprofit digital platform, founded in 2013-2014 by Thomas Edelmann, that provides road safety awareness content, research, and community engagement for UAE road users, funded through CSR partnerships with approximately 35 multinational corporations.

Ownership category

akta.pro rank

Product category

Road Safety Awareness & Education

NAICS

Support Activities for Road Transportation (4884)

SIC

Transportation Services (4700)

akta.pro primary industry

Road Safety Audits, Engineering & Data Analytics Services (RSA, Blackspot Analysis, Vision Zero Programs) (TLAJAGAM)

Keywords

• Road safety awareness
• Traffic safety education
• Road safety research
• Child car seat safety
• CSR road safety campaigns

Headquarters

HQ city

Dubayy

HQ country

United Arab Emirates

HQ region

Middle East

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. CSR Partner Funding: RoadSafetyUAE operates as a nonprofit road safety awareness platform funded through Corporate Social Responsibility (CSR) partnerships with corporate entities. The platform serves as a communication and educational channel for traffic participants in the UAE.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

RoadSafetyUAE operates the first Road Safety Portal in the UAE, a digital platform providing road safety education, awareness content, and behavioral guidance for drivers, passengers, pedestrians, and motorcyclists. The platform serves as a permanent knowledge base of topics, tips, stories, and research studies, while enabling community contributions through proposals, pledges, and story-sharing. It is funded by Corporate Social Responsibility (CSR) partnerships with automotive, insurance, and transport sector companies.

Product overview

RoadSafetyUAE operates as a single unified web portal platform - the first Road Safety Portal in the UAE. The platform combines multiple content modules including Topics & Tips (educational safety guidance), Stories (initiative and campaign coverage), and Road Safety Proposals (crowdsourced improvement ideas), all unified under one communication and engagement platform. The portal serves as a permanent knowledge base for road safety content while enabling active contributions from users, authorities, and stakeholders to share views, experiences, and improvement proposals.

Differentiator

Problem solved

Functional benefit

Products and services

• RoadSafetyUAE Portal A road safety communication, improvement and educational platform serving as a permanent knowledge base for road safety content in the UAE. It enables dialogue and active contributions from users, authorities, and stakeholders to share views, experiences, and improvement proposals.

Quantifiable outcome

• Featured in thousands of media articles across print, online, and radio

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

38 partnerships are on record, tiered core.

• MichelincoreStrategic or Co-development PartnerMichelin is a CSR partner supporting road safety initiatives including tire safety campaigns and school road safety education programs.
• Excellence Driving CentercoreStrategic or Co-development PartnerCSR partner for driving school and defensive driving course initiatives.
• Al MasaoodcoreStrategic or Co-development PartnerCSR partner involved in truck safety campaigns and commercial tire safety initiatives.
• Daimler TruckcoreStrategic or Co-development PartnerCSR partner for truck safety initiatives.
• FUSOcoreStrategic or Co-development PartnerCSR partner for truck safety initiatives.
• AETOS WirecoreGTM or Marketing PartnerPR and media distribution partner for press releases and news distribution.
• OnStar CorporationcoreStrategic or Co-development PartnerCSR partner for connected cars and road safety research, including studies on first responder interactions and psychological impact of accidents.
• VitroniccoreStrategic or Co-development PartnerCSR partner for speeding-related road safety initiatives.
• Tokio Marine NichidocoreStrategic or Co-development PartnerCSR partner for insurance-related road safety research and Ramadan driving safety analysis.
• Mix TelematicscoreStrategic or Co-development PartnerCSR partner for commercial land transport safety initiatives.
• VolkswagencoreStrategic or Co-development PartnerCSR partner for kids in car safety and research on reckless driving causes.
• STScoreStrategic or Co-development PartnerCSR partner for school bus safety initiatives and school road safety campaigns.
• Al Ghandhi AutocoreStrategic or Co-development PartnerCSR partner for young driver awareness and behavior research.
• DubizzlecoreStrategic or Co-development PartnerCSR partner involved in road safety awareness events and initiatives.
• Johnson & JohnsoncoreStrategic or Co-development PartnerCSR partner for fleet road safety workshops and Saudi lady drivers initiatives.
• CareemcoreStrategic or Co-development PartnerCSR partner for #buckleup consumer campaign and ride safety initiatives with Careem Kids service.
• TomTomcoreStrategic or Co-development PartnerCSR partner for traffic congestion research and Global Traffic Index analysis.
• ADNHcoreStrategic or Co-development PartnerCSR partner for road safety staff day initiatives.
• MANcoreStrategic or Co-development PartnerCSR partner for truck safety conference and initiatives.
• WABCOcoreStrategic or Co-development PartnerCSR partner for the first-ever UAE Truck Trailer Safety Conference.
• NissancoreStrategic or Co-development PartnerCSR partner for the Aqdar Drive Safely university program.
• BMWcoreStrategic or Co-development PartnerCSR partner for first license and road rules school activation programs.
• MMI / Pernod RicardcoreStrategic or Co-development PartnerCSR partners for POS promotion and road safety video initiatives.
• VOX CinemascoreStrategic or Co-development PartnerPartner for road safety video screening and student video initiatives.
• QIC (Qatar Insurance)coreStrategic or Co-development PartnerLong-term CSR partner for seat belt surveys, UAE Road Safety Monitor research, and insurance data analysis.
• Honda AFcoreStrategic or Co-development PartnerCSR partner for first-ever UAE motorcycle delivery fleet safety event.
• OsramcoreStrategic or Co-development PartnerCSR partner for Bright Right campaign and first Middle East Light Test Week.
• Yalla MotorcoreStrategic or Co-development PartnerPartner for TeachEm road safety initiative.
• Just KiddingcoreStrategic or Co-development PartnerCSR partner for child safety initiatives and car seat installation guidance.
• Havoline / CaltexcoreStrategic or Co-development PartnerCSR partner for road safety video content.
• SERCOcoreStrategic or Co-development PartnerCSR partner for Road Safety Awareness Day events and bus safety initiatives.
• CybexcoreStrategic or Co-development PartnerCSR partner for child seat safety campaigns and awareness.
• BridgestonecoreStrategic or Co-development PartnerCSR partner for commercial tire safety and truck safety campaigns.
• RTA (Roads and Transport Authority)coreStrategic or Co-development PartnerGovernment partner for road safety initiatives and traffic regulation support.
• Dubai Chamber of CommercecoreStrategic or Co-development PartnerPartner organization providing recognition and support for road safety initiatives.
• Dubai Health AuthoritycoreStrategic or Co-development PartnerGovernment partner for road safety health-related initiatives.
• UAE Ministry of HealthcoreStrategic or Co-development PartnerGovernment partner for road safety health-related initiatives.
• Al Wathba InsurancecoreStrategic or Co-development PartnerKey CSR partner for multiple research studies including seat belt surveys, e-scooter studies, distracted driving research, and Ramadan accident analysis.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• FIA Foundation: International road safety and sustainable mobility philanthropy funding global campaigns and research, an established incumbent operating in the same awareness-and-policy space.
• International Road Federation (IRF): Global industry body for road infrastructure and safety policy, awards, and knowledge sharing — a larger incumbent that overlaps with RoadSafetyUAE's awareness/research remit at an international scale.

Direct peers

• Toward Zero Foundation: International road safety nonprofit focused on Vision Zero-style behavior and infrastructure advocacy, a global peer operating with a similar awareness-and-research mandate.
• National Road Safety Foundation (US): US nonprofit delivering road safety awareness, educational content, and driver-safety programs, structurally analogous to RoadSafetyUAE's awareness/community model.
• AAA Foundation for Traffic Safety: US-based nonprofit road safety research and education organization producing recurring research studies and public awareness campaigns on driver behavior, mirroring RoadSafetyUAE's research + awareness mix.
• Brake (UK road safety charity): UK-based road safety charity focused on awareness, education, and community engagement, operating a comparable nonprofit, partnership-funded model for road user behavior change.
• Safer Roads Foundation: International road safety charity funding engineering, education, and advocacy projects; comparable as a small, grant-funded, road safety nonprofit.
• Global Road Safety Partnership (GRSP): Multi-stakeholder road safety initiative hosted by the International Federation of Red Cross, working with governments and corporates on awareness, capacity building, and research globally.

Regional players

• Emirates Driving Institute: UAE-based driving education provider that complements RoadSafetyUAE's mission through practical driver training; an adjacent rather than directly competing regional player.
• Australian Road Safety Foundation: National road safety nonprofit in Australia running awareness campaigns and community programs, comparable in scope and CSR-style partner model but operating in a different geography.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 RoadSafetyUAE