Roadway Safety Store

What Roadway Safety Store does

The Roadway Safety Foundation (RSF) is a private 501(c)(3) nonprofit organization founded in 1997 and chartered by the American Highway Users Alliance, headquartered in Washington, DC with 1-10 employees. RSF's mission is to reduce traffic fatalities and serious injuries by improving the physical characteristics of America's roadways—specifically through design, engineering, operating conditions, roadside hazard removal, and effective use of safety features. It operates a portfolio of programs including the biennial National Roadway Safety Awards (co-sponsored with FHWA since at least 2005), the U.S. Road Assessment Program (usRAP, directed by RSF since 2014 and providing 1-5 star road safety ratings via video-log analysis using iRAP's ViDA software), the Clearinghouse for Older Road User Safety (ChORUS, launched 2017 with FHWA/NHTSA support), the Safe Transportation for Every Pedestrian (STEP) Campaign, and the Roadway Safety Guide for community leaders. RSF also produces a monthly podcast (Road Safety @ Rush Hour), educational videos, brochures, PSAs, and electronic newsletters.

RSF does not develop proprietary commercial technology; instead it disseminates and promotes roadway safety technologies, methodologies, and countermeasures (such as rumble strips, median cable barriers, pedestrian hybrid beacons, and rectangular rapid flashing beacons) through partnerships with FHWA, NHTSA, state DOTs, AAA Foundation, iRAP, Syneren Technologies, and Bonzzu. The foundation's revenue model is entirely nonprofit-based, drawing from federal grants and cooperative agreements (notably a four-year FHWA agreement awarded in 2006), corporate and organizational sponsorships, membership contributions from public and private sector partners, and tax-deductible individual donations. All educational resources, assessment tools, and training materials are provided free of charge, making RSF effectively a freemium public-good provider rather than a transactional enterprise.

Name

Roadway Safety Store

Legal name

Roadway Safety Foundation

Website

https://roadwaysafety.org

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

1–10 employees

Short description

Roadway Safety Foundation is a Washington, DC-based 501(c)(3) nonprofit that develops roadway safety programs and free educational resources for transportation professionals, engineers, and the public, operating programs including usRAP, ChORUS, and the National Roadway Safety Awards.

Ownership category

akta.pro rank

Product category

Transportation Safety Advocacy

NAICS

Regulation and Administration of Transportation Programs (926120), Justice, Public Order, and Safety Activities (922)

akta.pro primary industry

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

akta.pro secondary industries

Road & Highway Authorities (Planning, Construction, Maintenance) (BPAIALAA), Traffic Systems & Road Safety Infrastructure (Signals, ITS, Barriers, Signage, Markings) (IMAFAEAI)

Keywords

• Roadway safety programs
• Traffic safety education
• Highway safety assessment
• Transportation safety resources
• Road safety advocacy

Headquarters

HQ city

S Central Washington Co

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Donations and Contributions: RSF is a 501(c)(3) nonprofit that accepts tax-deductible donations from individuals and organizations. The foundation states contributions are 100% tax deductible.
2. Grants and Government Contracts: Programs funded by grants and government contracts, including a four-year cooperative agreement with FHWA to improve safety data, develop public awareness campaigns, and share road safety research.
3. Sponsorships and Membership Contributions: Corporate and organizational sponsorships and membership contributions from public and private sector partners who share the foundation's life-saving mission.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Roadway Safety Foundation is a 501(c)(3) nonprofit that develops and disseminates roadway safety programs, educational materials, and assessment tools to reduce traffic fatalities through infrastructure improvements. It operates programs such as the U.S. Road Assessment Program (usRAP), the National Roadway Safety Awards, the Clearinghouse for Older Road User Safety (ChORUS), and the Safe Transportation for Every Pedestrian (STEP) Campaign, distributing all resources free of charge to transportation officials, engineers, and the public.

Product overview

Roadway Safety Foundation offers a portfolio of educational programs and resources focused on reducing deaths by improving the physical characteristics of America's roadways. The core offerings include: the U.S. Road Assessment Program (usRAP) for road safety evaluation; the National Roadway Safety Awards recognizing excellence in infrastructure and operational improvements; the Clearinghouse for Older Road User Safety (ChORUS) for senior mobility resources; the STEP Campaign promoting pedestrian safety countermeasures; and The Roadway Safety Guide for community leaders. These programs are complemented by educational materials including DVDs on rumble strip prevention and a monthly podcast, all delivered free of charge as part of RSF's nonprofit mission.

Differentiator

Problem solved

Functional benefit

Brands

• National Roadway Safety Awards: A biennial awards program co-sponsored by FHWA that honors agencies and organizations for improving highway safety through infrastructure improvements, operational improvements, or program planning.
• Road Safety @ Rush Hour
• U.S. Road Assessment Program (usRAP)
• Clearinghouse for Older Road User Safety (ChORUS)
• Safe Transportation for Every Pedestrian (STEP) Campaign
• The Roadway Safety Guide

Products and services

• National Roadway Safety Awards Biennial awards program co-sponsored with the Federal Highway Administration (FHWA) that honors public agencies for verifiable and significant improvements to highway safety through infrastructure improvements, operational improvements, or program planning and evaluation. Ten public agencies honored in 2023.
• Safe Transportation for Every Pedestrian (STEP) Campaign Partnership with FHWA Office of Safety to deploy proven crash countermeasures including Pedestrian Hybrid Beacons, Rectangular Rapid Flashing Beacons, and Leading Pedestrian Intervals to reverse the rising trend of pedestrian fatalities.
• U.S. Road Assessment Program (usRAP) Road safety evaluation tool using video logs and a 1-5 star rating system to assess road network safety and generate cost-benefit ranked safer roads investment plans with approximately 70 engineering treatments.
• The Roadway Safety Guide A Primer for Community Leaders providing basic information to improve roadway safety, available free online and in print, covering topics from crash types to funding sources.
• Clearinghouse for Older Road User Safety (ChORUS) One-stop-shop resource for materials related to lifelong safe independent mobility for aging drivers, covering safe roadways, safe road users, and safe vehicles.
• Road Safety @ Rush Hour Podcast Monthly podcast series discussing latest topics and trends in roadway safety technology and innovation, hosted by RSF Communications Coordinator Bryan Delaney.
• Educational Materials Library Free educational resources including videos on older driver safety, pedestrian safety, rumble strip prevention (Recognize, React, Recover), and brochures on winter road maintenance and median cable barriers.

Quantifiable outcome

• Each star rating increase earned by a road segment roughly halves the socioeconomic costs of crashes on that stretch
• +5 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

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 minor, major and core.

• Michigan Technological University - Tribal Technical Assistance Program (TTAP)minorStrategic or Co-development Partner · 15 November 2010Partnership to produce the 'Rumble on the Reservation' educational DVD showing the importance of rumble strips on American Indian reservations where crash fatality rates are nearly double the national average.
• University of DelawareminorStrategic or Co-development Partner · 13 January 2010Partnership to launch the 'Safe and Mobile Delaware' campaign educating older drivers about safer road programs and policies. Included documentary, PSAs, and campaign website.
• Michigan Department of Transportation (MDOT)majorStrategic or Co-development Partner · 11 September 2009Partnership to produce and air the award-winning 'Median Man' radio PSA campaign educating Michigan motorists about cable guardrail safety benefits. MDOT invested $42 million over three years for median barrier installation.
• South Carolina Department of Transportation (SCDOT)majorStrategic or Co-development Partner · 26 August 2009Partnership to launch the 'Recognize, React, Recover' rumble strip campaign including DVD, TV and radio PSAs. SCDOT committed to installing 600 miles of rumble strips on interstates and 1,000 miles on primary routes.
• American Highway Users AlliancecoreStrategic or Co-development PartnerRSF is chartered by and operates as part of the American Highway Users Alliance, a DC-based transportation policy group. This parent organization relationship provides strategic direction and connection to broader transportation policy advocacy.
• Federal Highway Administration (FHWA)coreStrategic or Co-development PartnerFHWA has a cooperative agreement with RSF to promote roadway safety improvements across the country. FHWA co-sponsors the biennial National Roadway Safety Awards and provides input on roadway safety programs including usRAP and ChORUS.
• National Highway Traffic Safety Administration (NHTSA)coreStrategic or Co-development PartnerNHTSA provides support for the Clearinghouse for Older Road User Safety (ChORUS), focusing on driver behavior initiatives and motor vehicle safety including recalls. NHTSA funds content through a contract with Syneren Technologies.
• International Road Assessment Programme (iRAP)coreStrategic or Co-development PartnerusRAP is an independent affiliate of iRAP, a UK-based charity overseeing RAPs in Europe, Australia, New Zealand, China, and elsewhere. iRAP provides the ViDA software platform free of charge and coordinates global road assessment efforts.
• AAA Foundation for Traffic SafetymajorStrategic or Co-development PartnerThe AAA Foundation launched usRAP in 2004 and continues as a key partner. The foundation supports RSF educational campaigns including rumble strip awareness and median barrier education, providing research expertise and funding.
• Syneren TechnologiesmajorTechnology or IntegrationAward-winning, CMMI Level 3 certified technology solutions provider responsible for ChORUS content and tools pertaining to safer road users, licensing policies, medical fitness, and motor vehicle safety. Also maintains the Clearinghouse's interactive forum and blog.
• BonzzumajorTechnology or IntegrationSoftware development and design company responsible for the design, software development, functionality, and implementation of ChORUS web technologies. Based in Miramar, FL and San Francisco Bay Area.
• State Departments of TransportationcoreStrategic or Co-development PartnerRSF members include state DOTs from across the country. These agencies implement roadway safety improvements and are primary recipients of RSF resources, training, and recognition programs.
• Chicago Metropolitan Agency for Planning (CMAP)minorStrategic or Co-development PartnerPartnership to produce pedestrian safety video highlighting low-cost options communities can use to improve safety by focusing on pedestrian needs.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• International Road Assessment Programme (iRAP): UK-based charity that oversees global road assessment programs including usRAP. RSF operates usRAP as an independent affiliate; iRAP provides the ViDA software platform. Closely aligned mission and methodology.
• Governors Highway Safety Association (GHSA): Nonprofit association representing state highway safety offices. Both GHSA and RSF work with state officials on roadway safety, share federal partners (NHTSA, FHWA), and Cathy Gillen (RSF Managing Director) previously worked with GHSA.
• AAA Foundation for Traffic Safety: Nonprofit traffic safety research and education organization that launched usRAP in 2004 and remains a key RSF partner. Both foundations focus on research-driven safety countermeasures and partner with federal/state transportation agencies.
• Safe Kids Worldwide: Global nonprofit focused on preventing childhood injuries including pedestrian and road safety. Comparable nonprofit model, federal partnerships, and educational program delivery, though focused on child rather than general roadway safety.
• Insurance Institute for Highway Safety (IIHS): Nonprofit scientific and educational organization dedicated to reducing deaths, injuries, and property damage from motor vehicle crashes. Comparable to RSF in mission, nonprofit status, and partnership with FHWA and NHTSA, though IIHS focuses on vehicles while RSF focuses on roadway infrastructure.

Broad incumbents

• National Safety Council (NSC): Long-established nonprofit safety advocate covering road, workplace, and home safety. Broader scope than RSF but overlapping on roadway safety education, public awareness campaigns, and statistical tracking of traffic fatalities.
• American Association of State Highway and Transportation Officials (AASHTO): Standards-setting body representing state DOTs; RSF members include state DOTs that participate in AASHTO. Both organizations shape U.S. roadway safety practice, though AASHTO is a member-driven association while RSF is a 501(c)(3).

Others

• National Highway Traffic Safety Administration (NHTSA): Federal agency that funds ChORUS and other RSF programs. Not a peer in the competitive sense but a key partner that shapes the regulatory and funding landscape in which RSF operates.
• Federal Highway Administration (FHWA): Federal agency that co-sponsors the National Roadway Safety Awards with RSF and holds a four-year cooperative agreement with the foundation. Functions as RSF's most important government partner rather than a competitive peer.

Emerging players

• Vision Zero Network: Nonprofit collaborative promoting Vision Zero traffic safety strategies in U.S. cities. RSF's usRAP and STEP programs feed into Vision Zero goals; both organizations convene public agencies around safety infrastructure improvements.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/RoadwaySafetyFn
• YouTubeyoutube.com/channel/UCNWg64PDZGOfB4srOe8AwPA
• Facebookfacebook.com/roadwaysafetyfoundation
• LinkedInlinkedin.com/company/roadwaysafetyfoundation

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Roadway Safety Store