In a TikTok video with over 3 million views, a girl in a fluffy, maximalist coat sits within the again seat of a luxurious SUV, parked in the course of a New York City avenue. Atop the 6-second video, a line of textual content reads, “our bodyguards received us matcha.” The digital camera zooms in on two intimidating males in full fits with purple ties, every carrying an iced matcha latte as they stroll again to the automobile.
In an identical video, a younger lady movies a modern Chevrolet Suburban because it pulls up in entrance of her home. A person in a swimsuit opens the door for her earlier than she’s whisked away, surrounded within the automobile by different stoic, professionally dressed males. They wheel her carry-on-sized baggage as she enters the airport, safely escorting her to her flight as she brags within the on-video textual content: “pov you ordered safety to take you to the airport.”
These posts have been timed strategically with the launch of a brand new app referred to as Protector, which debuted final week in Los Angeles and New York City, permitting strange folks to order a Secret Service-like safety element. But the movies weren’t natural.
“We posted 14 items of content material for [Protector] which resulted in 15 million views and over 30,000 downloads,” the ladies from the matcha video, Fuzz and Fuzz, wrote in a TikTok, disclosing that they have been employed to make these movies.
The different creator, Camille Hovsepian, was not organically selling the app, both, a Protector spokesperson advised TechCrunch. The creator’s boyfriend, serial entrepreneur and progress hacker Nikita Bier, is an advisor to Protector.
In Bier’s playbook, which earned his personal apps acquisitions by Discord and Facebook, rage bait is a part of the enjoyable.
“Once you make 8 figures, you shouldn’t waste the remainder of your life attempting to get incrementally greater—like doing a b2b saas startup,” Bier wrote in a current submit on X. “Instead, you need to be considering of the way to piss off tens of millions of individuals on the web every day by launching controversial app ideas, for pure love of the sport.”
Though Bier’s progress technique is synthetic, it has confirmed profitable in producing buzz. He just lately suggested an AI-powered well being app to alter its title from Most Days to Death Clock, then advised the app so as to add a survey that predicts precisely how and when customers will die. Sure sufficient, the app shot to No. 6 on the well being charts within the iOS app retailer and received a shout out on the Late Show with Stephen Colbert.
“Me telling you to rename your app: $24,000/mo,” Bier wrote on X. “Your app in a joke on Colbert: Priceless.”
But for Protector, which Bier describes as “Uber with weapons,” the thought is extra tenuous than including a gimmicky AI function to a well being app.
Protector’s guards are energetic obligation or just lately retired regulation enforcement, who every has government-issued permits to hold firearms and work as guards. Hiring a safety element on Protector will price customers a minimum of $1,000 for no less than 5 hours, plus a $129 annual membership payment.
According to estimates from Appfigures, an app intelligence agency, Protector has been downloaded by U.S.-based iOS customers about 97,000 occasions within the first week after its February 17 launch. About a 3rd of these downloads got here on launch day, because it climbed to No. 3 on the App Store’s Travel charts. This preliminary curiosity across the app has slowed down although; as of February 27, it sits at No. 70 on the Travel chart.
Though individuals are downloading the app — maybe out of sheer curiosity — these installs don’t assure that individuals will truly pay to make use of it.
Protector’s goal buyer is unclear, because it’s tough to think about what sort of individual can be on board with paying over $1,000 for such an ostentatious, pointless service. Perhaps as one other tactic to spice up engagement, Protector has made appeals to a extremely particular viewers: enterprise executives who’re involved about their security after the assassination of UnitedHealthcare CEO Brian Thompson (who would seemingly have entry to company safety anyway).
“If a Protector was current [when Thompson was killed], disaster might have been averted,” the corporate claims in a video on X. The safety guard within the video then runs via three doable situations the place he claims he might have deterred the assailant from committing homicide.
With such a minimal potential buyer base, it’s not clear how Protector will have the ability to maintain itself.
But for now, the app has backing from angel traders together with Balaji Srinivasan. The former a16z normal associate is thought for shedding a public guess that the Bitcoin value would attain $1 million, and he has a particular curiosity in backing “startup societies” and “community states” like Prospéra, Honduras. Last 12 months, he furthered this aim by renting an island close to Singapore to host a 90-day “Network School,” which he described as “a technocapitalist school city” for “everybody who doesn’t really feel a part of the institution” and believes that “Bitcoin succeeds the Federal Reserve.”
While “Uber with weapons” is much less excessive than adopting islands to be half of a bigger, Bitcoin-based revolution, apps like “Protector” might have a extra direct impact on common folks.
Protector isn’t the primary firm to pursue this idea. BlackWolf, an app that additionally affords armed rideshare drivers, operates in Arizona, Florida, Georgia, Tennessee, and Texas; Appfigures estimates that BlackWolf has been downloaded about 256,000 occasions since launch in 2023.
Like Protector, BlackWolf has leaned on extravagant social media advertising and concern mongering, capitalizing on information of driverless Waymo automobiles being vandalized. BlackWolf founder Kerry KingBrown urges viewers to make use of his service as a substitute of taking a Waymo, as if different, extra cheap alternate options like Uber and Lyft don’t exist.
These ways recall Citizen, the community-sourced crime reporting app that gives a $20 per 30 days service the place customers can join with a safety agent in an emergency.
If these new apps can be taught something from Citizen, it’s that the incentives of public security and startup progress don’t combine. This was particularly clear in an egregious incident when Citizen founder and CEO Andrew Frame promoted the app’s livestream function by broadcasting a seven-hour manhunt for a suspected arsonist, providing $30,000 for info resulting in the person’s arrest. But after blasting notifications to all Los Angeles customers to hitch the pursuit, it turned out that that they had the incorrect man — the Los Angeles police arrested an harmless suspect.
Though Citizen continues to be working — and Frame stays CEO — its errors loom giant as Protector prepares its subsequent announcement. Protector isn’t simply engaged on “Uber for weapons.” It plans to launch an app referred to as “Patrol,” the place customers can crowdfund safety guards to surveil their neighborhoods. The extra money customers donate, the upper the extent of safety they’ll unlock, together with robots and drones to watch the realm.
It’s a controversial enterprise transfer in a time when Americans’ belief in regulation enforcement has wavered within the wake of high-profile police killings.
“We’re not mall cops,” a safety guard mentioned in a promotional video for Patrol. “We’re actual cops.”
