Emergency response platform AURA has raised funds to accelerate its expansion into the United States and strengthen operations in the United Kingdom and Africa.
Launched in 2017 in South Africa, the company uses a smart dispatch algorithm to connect users to the nearest qualified private security or medical responder, partnering with existing customer-facing apps to dispatch help.
Justin Suttner, AURA’s general manager for Sub-Saharan Africa, speaks about the significance of the service, detailing that its average response time is about eight minutes, significantly faster than most public emergency services.
Suttner says their goal is to ensure that when an incident occurs, help is on the way instantly.
AURA is often described as the "Uber for Emergencies". How did the idea first take shape, and what gap in emergency response were you determined to close?
The idea for AURA grew out of a simple observation. While the growth of the digital economy means that you can hail a taxi or have food delivered to your door within minutes, the same speed was not available for emergency response. It makes no sense to have a situation where people can order a taxi or have food delivered within minutes, yet are potentially waiting hours for help in critical emergencies. We saw an opportunity for innovative technology to complement traditional emergency response systems, which are under increasing pressure and are often overstretched. To take the pressure off public services, AURA works with organisations across South Africa, with AURA’s technology integrated into partners’ existing customer-facing software. When a user reports an emergency, whether that be medical or security-related, AURA’s algorithm automatically connects them with the nearest vetted private responder. Our average response time is just eight minutes, significantly quicker than most police forces globally.
South Africa has unique safety challenges. How does operating in this environment shape the platform's technology and approach?
South Africa’s safety landscape is complex and demanding, which has shaped both the design and functionality of AURA’s platform. Incidents can occur anywhere, at any time, and connectivity or infrastructure is often inconsistent, especially outside major urban centres. This has forced us to build a resilient, adaptive system that can work reliably in a range of conditions. Our technology is designed to prioritise speed and efficiency. When a user activates a panic request, the algorithm automatically identifies the nearest available private responder and ensures they have the right credentials for the situation, whether it’s a medical emergency or a security incident. Users also benefit from real-time tracking and continuous updates, offering assurance that help is on its way.
The company recently secured a €13.5 million Series B round. How will this funding accelerate your mission and specifically support the move into the United States?
This funding is a game-changer for us. Having built a trusted presence in South Africa, Kenya, and the UK, this new funding round will facilitate AURA’s expansion into the US.
In practical terms, the Series B capital will support onboarding accredited responder networks in the US, building local operational teams, and scaling our technology infrastructure to meet regulatory and safety standards. Beyond the US, the funding will also enable us to continue enhancing our platform in the UK and Africa, improving speed, reliability, and service coverage.
What's your ultimate vision for the next five years, both in Africa and globally?
Our vision is to make AURA the global standard for emergency response. Around the world, we want to become the leading brand people trust to keep them and their properties safe. Ultimately, we see AURA as a global platform that redefines how the world responds to emergencies.
anita.nkonki@in.co.za
Saturday Star