Since ROAR for Good’s founding in 2014, the wearable safety device company has been through a few changes.

CEO Yasmine Mustafa first founded the company with the Athena, a personal safety device for women who wanted a way to alert emergency contacts when they feel unsafe. At the end of 2019, the company discontinued the heralded product amid a company pivot to B2B, now applying the Athena’s technology in the hospitality space for a new product.

It was the hospitality market that ultimately checked the boxes — financially and from a social impact stance — by offering housekeepers a tool that will make them feel protected against sexual harassment or assault, a rampant problem the industry faces, cofounder Mustafa told Technical.ly last year. The tool, called AlwaysOn, focused on ensuring the protection of vulnerable workers by providing the most reliable, best-of-class technology to ensure help is there when needed.

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