In a world where emergency response can be the difference between life and death, South African startup AURA is stepping in with a transformative solution.
Founded in 2017 by Ryan Green, Warren Myers and Adam Pantanowitz, AURA uses smart technology to connect users with the nearest vetted private security and emergency services, disrupting a broken and under-resourced sector.
South Africa’s emergency response system is plagued by long response times, inadequate ambulance coverage, and limited public resources. In some areas, emergency response can take up to 23 minutes, which is far too long in life-threatening situations. AURA is tackling this issue head-on by leveraging technology to deliver faster, more reliable assistance.
How AURA Uses Smart Technology for Faster Emergency Response
AURA’s platform uses real-time location data and a smart dispatch engine to find the closest available response vehicle - whether for a medical emergency or a security threat - and directs it straight to the user. Instead of relying solely on traditional, fixed-location services, AURA’s model is mobile, flexible and fast.
“AURA is more than just a security company,” says Green. “It’s about applying technology to solve a deeply human and societal problem: access to fast, reliable emergency services. The "aura" of the business is the layer of protection we create around people and businesses, anytime, anywhere.”
How Strategic Partnerships Helped AURA Scale Globally
AURA’s first major breakthrough came through a partnership with Uber, addressing safety concerns for drivers in South Africa. The company installed panic buttons and in-car devices that could instantly alert emergency responders. The contract became the springboard for AURA’s broader expansion.
Today, AURA operates in South Africa, Kenya, the UK and the US, with plans to scale further. The platform currently serves over a billion people and helps save an estimated five lives every day through faster emergency response.
Green notes, “it's a very impactful business. You’re dealing with people’s lives and traumas, it's a heavy responsibility, but an incredibly rewarding one.”
AURA’s Smart Devices and Emergency Response Ecosystem
Beyond its mobile app offering, AURA has a range of connected devices and software solutions, including:
Control room portal: Designed for seamless integration into existing call centres, enabling operators to dispatch help instantly.
IoT-Connected Devices: Wearable panic buttons and smartwatches that offer instant access to emergency services.
WhatsApp Integration: Users can request assistance via text message, expanding accessibility in low-bandwith regions.
These tools and solutions are critical to AURA’s value proposition. “Other companies can install devices but we offer a locked-down, cost-effective system that ensures service quality and customer loyalty,” says Green.
AURA’s Funding Journey and Global Expansion Plans
Though initially bootstrapped, AURA later secured Series A funding of $4 million to grow operations in South Africa and expand into Kenya and the UK. Recognising the need for strategic backing in international markets, AURA brought in Multichoice as a key partner to tap into its distribution networks across Africa.
“We’re not a B2C company — we depend on strong partnerships to grow. Multichoice gave us reach and scale,” Green explains.
Most recently, the startup raised $15 million to expand its footprint in the United States - one of its most ambitious moves yet.
Founder Lessons: AURA’s Tips for Scaling a Startup Internationally
Reflecting on the company’s journey, Green emphasises the importance of execution. “You can have the right product and market, but without knowing how to scale, you’ll struggle. South African startups have world-class solutions, but taking them global requires the right people, partnerships and planning.”
He adds, “It’s not just about building a great product. You need to invest time in understanding your target markets, building relationships, and truly seeing the problem you’re trying to solve.”
Lungile is the Digital Editor for TechAfrica, with a knack for storytelling, technology and innovative ideas. Working with TechAfrica, she takes simple ideas and turns them into amazing stories.
Lungile Msomi
