A new app makes hiring security as simple as ordering an Uber.
A viral TikTok with 11.2 million views reads, “POV we just ordered bodyguards to pick us up from the airport.” In the video, two influencers summon a pair of Protectors—private security in black SUVs—to Newark Airport after flying in from Los Angeles for New York Fashion Week. Another clip follows: “Everything we did with our bodyguards today.” They get picked up from their hotel, stop for matcha, attend a runway show, and shop—all accompanied by four bodyguards.
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The videos are savvy marketing for Protector, a soon-to-launch app promising on-demand personal security for the general public. “These ads are working bc I have never in my life pre-downloaded an app,” one commenter wrote. Another added, “As soon as this app is available, I’m booking.”
Launching Tuesday in New York City and Los Angeles, Protector charges $200 per hour for a bodyguard and a driver, with prices climbing based on the client’s needs—whether extra guards, a full motorcade, or high-level security measures, according to the app’s 25-year-old founder and CEO, Nick Sarath.
“Ultra high-profile individuals like Elon Musk and Jeff Bezos have dedicated full-time protection teams, but for most people, navigating security options is more challenging than it should be,” Sarath told The New York Post this week.
Clients can customize nearly every detail, from their Protector’s attire (business formal, business casual, or “tactical casual”) to their ride—choosing between Cadillac Escalades and Chevy Suburbans. The Protectors themselves are elite professionals with backgrounds in Air Force Pararescue, SWAT, Navy SEAL teams, and Special Operations Forces. “The bodyguards are selected based on their years of experience and specialized units in which they’ve served,” Sarath added. All are licensed to carry concealed weapons and remain armed on duty.
Beats waiting around for a taxi.
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