AURA looks to spread wings to more markets

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AURA CEO Warren Myers.
AURA CEO Warren Myers.

Following its move into East Africa nation Kenya and the UK, security and medical response platform AURA has its sights set on Mexico and Nigeria.

So says the local start-up, which is looking at possible expansion into the two regions later this year.

The company also aims to have over 10 000 users receiving its service in the UK market within the next seven months.

AURA CEO Warren Myers is of the view that South African start-ups can compete with the best in the world.

In addition, he believes start-ups have a unique role to play in deploying technology that solves local problems and has real relevance on a global scale.

“Although the severity and types of crime differ across the world, it is still an unfortunate reality almost everywhere,” says Myers. “At AURA, we believe that much of crime problem is fixable. Technology is making it harder than ever to be a successful criminal, which means we can make a meaningful difference wherever our technology is used.”

Founded by Myers in 2016, AURA provides an on-demand geographically variable private security response service from independent armed reaction companies in SA.

The security start-up’s technology platform enables anyone to access the closest vetted private security and medical response unit to their location, anywhere, anytime, using a connected device.

According to Myers, building a global business requires a skilled team, together with the right culture and organisational practices to ensure a start-up’s long-term sustainability.

“Equally important is finding and nurturing the right partnerships,” he states. “Our VC partner, HAVAÍC, understood and saw the potential of our business at an early stage and provided the strategic insight needed for us to expand at the right time and into the right locations.”

Myers notes start-ups and technology entrepreneurs can be at the centre of creating real social good for the benefit of everyone, irrespective of their social status or geography. “The biggest opportunities for start-ups are in areas of common human necessity. Necessity truly is the mother of invention.

“The belief that all people have a right to feel safe and secure is how AURA first came about. There are numerous other examples, including health and education, where start-ups can create and use innovative technologies that have the potential to go global.”

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