Morni wants to disrupt roadside assistance in MENA

What do you think you could do if your car breaks down in middle of nowhere at midnight. You’re basically out of options. Well yeah you could ask a friend to rescue you but even he will have hard time finding a tow truck at midnight. These are problems of the past now, atleast in Saudi Arabia. Morni, a startup founded by Salman Al-Suhaibaney provides roadside assistance all across Saudi Arabia and some parts of GCC with its network of about 6000 providers. Salman’s inspiration for starting Morni was a flat tire and how he had to wait for five hours at night in Riyadh to find a solution.

With applications for both Android & iOS, anyone could request towing, battery service & replacement, tire change & repair, locksmith and fuel delivery services on the go.

Having launched in Aug 2015, Morni has been downloaded over 600,000 times on both Play & App Stores and has served more than 18,000 people until today. On average, it serves 200 requests everyday.

With a team of 18, its currently operating from Badir ICT Incubator. The company received $1.1 million last year as its first investment from Raed Ventures, a Saudi VC established by Almajdouie Holding which is one of the largest conglomerates in the Kingdom. It makes money by taking a cut from the revenue providers make using its platform and from its corporate clients offering services to their customers.

Having established themselves as the first roadside assistance technology company in the region, Morni is currently focusing on expanding into other MENA markets and having corporate clients onbaord. The company has already started serving customers in UAE, Kuwait, Bahrain, Oman & Qatar but they don’t call it a proper launch.

They’ve also partnered with dealers of luxurious cars including Bentley, Lamborghini, Ferrari & Infiniti to transport these vehicles to their customers in Saudi Arabia. Morni also has Allianz Insurance as its corporate client who is offering its customers in Saudi Arabia a wide range of Morni services including different types of accident solutions.

Morni has some competition in UAE in form of some local startups from the country but in Saudi, its clearly the leader and to our knowledge the only player in roadside assistance category.

There’s a long-road ahead for this company but they are without any doubt one of the most promising startup to emerge out of Saudi startup scene.

Zubair Naeem Paracha
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