Protector App: Hire Armed Bodyguards Like Uber

The Rise of On-Demand Security Services

A recent TikTok video, garnering over 3 million views, depicts a woman seated in a luxury SUV, positioned on a New York City street. The six-second clip features text stating, “our bodyguards got us matcha.” The focus shifts to two imposing figures in suits and red ties, delivering iced matcha lattes to the vehicle.

Similarly, another video showcases a Chevrolet Suburban arriving at a woman’s residence. A suited attendant opens the door, and she is then transported to the airport, accompanied by several professionally dressed security personnel. Her luggage is handled as she states, via on-screen text, “pov you ordered security to take you to the airport.”

Strategic Marketing and the Protector App

These videos coincided with the debut of Protector, a new application launched last week in Los Angeles and New York City. The app allows individuals to procure security details akin to those provided by the Secret Service. However, these initial promotional efforts were not organically generated.

Fuzz and Fuzz, the creators of the matcha video, revealed on TikTok that they were compensated for producing the content, stating they generated 15 million views and over 30,000 downloads for Protector.

Camille Hovsepian’s promotion was also a paid partnership, confirmed by a Protector spokesperson to TechCrunch. Notably, Hovsepian’s boyfriend, Nikita Bier, a serial entrepreneur, serves as an advisor to Protector.

A Growth Hacker’s Playbook

Bier’s strategies, which have led to the acquisition of his own applications by companies like Discord and Facebook, often involve provocative tactics.

In a recent post on X, Bier expressed his belief that after achieving eight-figure revenue, efforts should focus on generating controversy online through unconventional app concepts, driven by a passion for the challenge.

This approach has proven effective; Bier recently advised an AI health app to rebrand from “Most Days” to “Death Clock” and incorporate a mortality prediction survey. Consequently, the app climbed to No. 6 on the iOS health charts and received recognition on “The Late Show with Stephen Colbert.”

Bier quantified his influence on X, stating that a rebranding suggestion costs $24,000 per month, while a mention on Colbert is “priceless.”

“Uber with Guns” and its Operational Details

Despite the success of Bier’s methods, the concept behind Protector – described as “Uber with guns” – presents unique challenges compared to simply adding a novel feature to an existing app.

Protector’s security personnel consist of active or recently retired law enforcement officers, all possessing valid permits to carry firearms and operate as security guards. A minimum five-hour engagement with a security detail costs users at least $1,000, in addition to a $129 annual membership fee.

Initial Adoption and Market Trends

Appfigures, an app intelligence firm, estimates that Protector has been downloaded approximately 97,000 times by U.S.-based iOS users in the week following its February 17 launch. Roughly one-third of these downloads occurred on the launch day, propelling the app to No. 3 on the App Store’s Travel charts. However, this initial surge in interest has since diminished, with the app currently ranking at No. 70 on the Travel chart as of February 27.

While downloads indicate curiosity, they do not guarantee actual usage and payment for the service.

Target Audience and Recent Events

Protector’s ideal customer remains unclear, given the perceived extravagance and unnecessary nature of the service. The company has recently targeted business executives concerned about their safety following the assassination of UnitedHealthcare CEO Brian Thompson, despite the likelihood of such individuals already having access to corporate security.

In a video posted on X, Protector asserts that the presence of a Protector guard could have prevented Thompson’s death, illustrating three scenarios where intervention could have deterred the assailant.

Sustainability and Investment

Given the limited potential customer base, Protector’s long-term viability is questionable.

However, the app has secured funding from angel investors, including Balaji Srinivasan, a former a16z general partner. Srinivasan is known for his interest in “startup societies” and “network states,” such as Prospéra, Honduras, and for losing a public bet regarding the price of Bitcoin.

Comparison to Existing Services

While “Uber with guns” may seem less radical than establishing Bitcoin-based communities, apps like Protector have the potential to directly impact everyday life.

Protector is not the first to explore this concept. BlackWolf, offering armed ride-share drivers, operates in Arizona, Florida, Georgia, Tennessee, and Texas, with approximately 256,000 downloads since its 2023 launch, according to Appfigures.

BlackWolf also employs aggressive social media marketing and fear-based appeals, capitalizing on incidents involving vandalized Waymo vehicles. The founder urges users to choose BlackWolf over Waymo, dismissing more conventional options like Uber and Lyft.

Lessons from Citizen

These tactics echo those employed by Citizen, a community-sourced crime-reporting app offering a $20 per month service connecting users with security agents during emergencies.

Citizen’s experience demonstrates the inherent conflict between public safety and startup growth. A particularly concerning incident involved the app’s founder broadcasting a seven-hour manhunt for a suspected arsonist, offering a reward for information, only to mistakenly target an innocent individual.

Future Plans and Concerns

Despite these cautionary tales, Protector is expanding its offerings. The company plans to launch “Patrol,” an app allowing users to collectively fund security guards to monitor their neighborhoods, with increased security levels – including robots and drones – unlocked through higher donations.

This initiative raises concerns given the declining public trust in law enforcement following high-profile incidents.

As stated in a promotional video for Patrol, “We’re not mall cops. We’re real cops.”