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Uber with guns: What is this new Protector app?

Uber with guns: What is this new Protector app?

"Private security should be quick and easy," explains Nick Sarath, the founder of this startup that aims to democratize bodyguard services. No more complicated procedures to secure an escort worthy of an action movie. With Protector, it's as simple as ordering a pizza at midnight.

Custom-made service comes at a price

Protector is also capitalizing on the tragic news to accelerate its launch. Two days after the assassination of the CEO of UnitedHealthcare in New York in December, the app hit the market. A month later, it even published a video using footage of the murder to promote its services. In this sequence, Jim, a 27-year veteran of the LAPD, recreates the scene, showing how his presence could have changed everything. A little creepy, but effective.

https://x.com/bookprotectors/status/1876292706034696502

The interface resembles that of a classic transportation app, but in a James Bond version. Users choose the number of protectors, vehicles (up to three SUVs), and even the outfits of their guardian angels. Four options are available: suit and tie for chic dates, business casual, polo and cargo for everyday wear, or even SWAT gear for those who are serious.

All starting at $200 per hour with a five-hour minimum, plus a $129 annual membership. That's at least $1,000 a day... Not cheap for grocery shopping or getting matcha tea, as shown in a viral TikTok video where two burly guys in suits bring drinks to their "protégé."

This sponsored content has been a hit: 15 million views and 30,000 downloads for the app. A marketing strategy orchestrated by Nikita Bier, a specialist in controversial apps who admits to wanting to "annoy millions of people on the internet every day."

Despite tens of thousands of downloads, the future of Protector remains unclear. Who will really pay more than $1,000 for this kind of service? The app is particularly aimed at business leaders worried after the assassination of the head of UnitedHealthcare, but these latter generally already have access to corporate security.

Protector is not alone in this niche. BlackWolf has already been offering armed drivers in five US states since 2023. These initiatives are reminiscent of the excesses of Citizen, the reporting app that mistakenly broadcast the pursuit of an innocent man.

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