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‘Uber for guns’ app Protector lets you hire armed body guards like you would an Uber — but does anyone need this?

Published

1 year ago

March 1, 2025

'Uber for guns' app Protector lets you hire armed body guards like you would an Uber — but does anyone need this?

A viral TikTok video shows a woman in a luxurious SUV being served matcha by bodyguards, part of a staged promotion for a new app called Protector. The video was not organic, as influencers were hired to create content for the app.

Another video features a woman being escorted by security to the airport, also part of the promotional campaign for Protector. The creator of the video, Camille Hovsepian, was not organically promoting the app either, as her boyfriend is an advisor to Protector.

The growth strategy for Protector, described as “Uber with guns,” involves controversial marketing tactics to generate buzz. However, the app’s high cost and target audience remain uncertain.

Despite initial downloads, it is unclear if users will pay for Protector’s services, which include hiring active or retired law enforcement as security guards for a minimum of $1,000 for five hours.

Protector’s marketing appeals to business executives concerned about safety, citing real-life incidents like the assassination of UnitedHealthcare’s CEO. The app’s sustainability and customer base are questionable.

The app has backing from angel investors including Balaji Srinivasan, known for his interest in “startup societies” and Bitcoin. Other similar apps like BlackWolf also offer armed rideshare services, using social media marketing and fear tactics to attract users.

BlackWolf founder Kerry KingBrown is encouraging viewers to opt for his service over Waymo, dismissing other popular options like Uber and Lyft. This strategy is reminiscent of Citizen, a crime reporting app that offers a subscription service for users to connect with security agents during emergencies for $20 per month.

Citizen’s past serves as a cautionary tale for new apps, demonstrating that the blend of public safety and business growth can lead to missteps. For instance, Citizen faced backlash when its CEO, Andrew Frame, used the app’s livestream feature to broadcast a seven-hour manhunt for an arson suspect, offering a reward for information. This pursuit led to the wrongful arrest of an innocent individual by the Los Angeles police.

Despite these controversies, Citizen continues to operate under Frame’s leadership. Meanwhile, Protector, a new venture, is set to launch an app called “Patrol,” allowing users to crowdfund security guards for neighborhood surveillance. The app offers varying levels of security based on donations, including the use of robots and drones.

In a time of heightened scrutiny on law enforcement, Patrol’s approach has sparked controversy. One security guard featured in a promotional video emphasized their professionalism, stating, “We’re not mall cops, we’re real cops.”

As Protector prepares for its next move, the intersection of technology and public safety remains a complex and evolving landscape.

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