She knew what it meant to feel unsafe at work. So she built what didn’t exist.
ROAR was founded in 2014 not because a market opportunity existed, but because Yasmine Mustafa had lived the problem. She knew what it felt like to work somewhere she didn’t feel safe — and that the people most exposed were the least protected. That hasn’t changed.
What has changed: the technology is proven, the mandates have caught up, and millions of staff, guests, and patients are protected by ROAR every day, with more added all the time.
A decade with no voice.
That experience didn’t produce a business plan. It produced a conviction: that no one should have to make peace with feeling unsafe at work. ROAR was the answer to that.
For a decade, Yasmine worked undocumented — in jobs where speaking up wasn’t an option. She learned what it means to have no voice and no way to push back: walking on eggshells through a shift, swallowing disrespect, wishing for nothing more than to do her job with a little dignity.
She never forgot how that felt. ROAR didn’t come from a market study. It came from lived experience — and from one conviction: no one should have to be afraid while trying to earn a wage.
Built for the worse moment, not the average one.
In 2014, ROAR started as a wearable safety device created for women, by women. When the company moved into workplace safety in 2019, one principle carried over: a safety solution is only worth anything if it works in the worst moment, not the average one.
So ROAR was built for the edge cases. The dead zone in the stairwell. The wing with no Wi-Fi. The night the power goes out. The walk to the car when something just feels off. It was built with constant input from the people who would actually wear it — people who knew that until now, their only protection was their own instincts and the hope that someone else was paying attention.
By the time the panic-button mandates arrived, ROAR had already been deployed, tested, and proven in real facilities. The regulations caught up to what the product was already doing.
A mission written into the bylaws.
ROAR is a Certified B Corporation. That means the mission to protect frontline workers isn’t a positioning statement — it’s a legal obligation embedded in how the company is structured. Profit doesn’t override purpose. The bylaws make sure it never will.
We are measured every year on what we actually do — for the workers our technology protects, for our customers, and for the communities those workers live in. We meet that standard because it’s the only one we’ve ever held ourselves to.
The mission is only as real as the people behind it. Meet the team building ROAR.
A voice in the rooms where policy is written.
Workplace violence prevention doesn’t only happen inside facilities. It happens wherever the conversation about what “safe” means is being shaped, on conference stages, in industry forums, and increasingly, in the rooms where policy gets written.
ROAR has been part of that conversation for years. Yasmine has spoken at industry gatherings like AHLA, SXSW, and CES, twice at TEDx, on podcasts, and at international forums including a 2026 United Nations panel on workplace violence as a gendered crisis, sharing the lived reality of frontline workers with anyone in a position to change it.
That work is now moving toward its next chapter: bringing the voices of frontline workers directly to the legislators and policymakers shaping the future of workplace safety. Because the people most exposed to harm deserve a seat at the table where the rules are made.
ROAR is a National Abortion Federation preferred vendor — a designation that reflects both the rigor of the technology and the integrity of the business behind it.
By the numbers.
Proven where it matters most, across healthcare, hospitality, and beyond.
40%
Reduction in violent incidents within the first six months of deployment.
43%
Of alerts acknowledged in under 1 minute, when seconds are what matter.
75%
Reduction in safety-related staff turnover.
99.9%
System uptime, independent of Wi-Fi, cellular, and IT infrastructure.
4.4M
People protected.
And growing.
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