Tracker is one of South Africa’s most trusted recovery and telematics providers, historically known for stolen vehicle recovery services.
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Tracker built its reputation on helping customers recover stolen vehicles. But customer expectations have evolved. Today, safety is about more than the car—it’s about protecting people wherever they are.
Tracker identified an opportunity to extend its trusted brand into everyday personal safety, while also unlocking new value through a paid, value-added service.
By launching CareGuard with AURA, Tracker transformed its offering from a single-use recovery service into an always-on protection platform and revenue-driving product—supporting individuals, couples, and families across the South Africa.
Expanding safety beyond the car
Tracker wanted to stand out in a competitive market by expanding beyond vehicle recovery into a broader protection offering. The goal was not just to add another feature—but to introduce a compelling VAS that customers would adopt, trust, and use regularly.
To succeed, the experience had to be easy to use, dependable in high-pressure moments, and fast when every minute matters.
In a fragmented market, partner quality was critical. Tracker needed a provider with the credibility, consistency, and national reach to deliver private security and medical response reliably across South Africa—while meeting the standard of service customers already expect from the Tracker brand.
CareGuard powered by AURA
Tracker partnered with AURA to launch CareGuard, a real-time emergency response service available through the CareGuard app. The service gives Tracker customers access to private armed response and medical emergency assistance, with live location sharing, responder tracking, and 24/7 nationwide coverage.
When a user triggers an alert, their location is shared instantly, the control centre verifies the incident, and the nearest appropriate responder is dispatched.
AURA’s infrastructure allowed Tracker to bring this offering to market quickly without the complexity of building and managing a national response network internally, making it possible to deliver a seamless customer experience while scaling a commercially viable safety product across its customer base.
Driving trust, usage, and retention
Tracker has successfully expanded into personal safety—delivering measurable impact across its customer base.
- High-performing VAS adoption: CareGuard has scaled to 90,000+ users, proving strong demand for personal safety as an add-on offering.
- 2.9 x ROI: CareGuard is delivering strong returns, proving its value as a revenue-driving VAS.
- Real-world usage at scale: With over 1,800 emergency dispatches in 2025, CareGuard is actively used—not just downloaded.
- Higher retention and engagement: CareGuard turns Tracker into a daily-use service, increasing long-term customer value.
- Clear product differentiation: Private security and medical response position Tracker as more than a recovery provider.
- Scalable national service: AURA enables consistent delivery regardless of location, time, or conditions.
- A broader brand role: Tracker has evolved from protecting vehicles to protecting people and families.
By expanding from vehicle recovery into everyday personal protection, Tracker has strengthened customer value, deepened engagement, and positioned itself as a brand that protects not just cars, but people.
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