Agero to Acquire Urgently, Forging a Roadside Assistance Tech Giant

MEDFORD, Mass. & ASHBURN, Va. – March 13, 2026 – In a landmark move set to reshape the digital roadside assistance landscape, privately held Agero, Inc. announced today it has entered into a definitive agreement to acquire Urgent.ly, Inc. (Nasdaq: ULY) for $5.50 per share in an all-cash transaction. The deal merges one of the industry's largest service providers with a technology-forward, AI-driven platform, creating a powerhouse that will serve over 150 million vehicles and manage 13 million service events annually.

The acquisition combines Agero’s immense operational scale and deep relationships in the insurance and automotive sectors with Urgently’s digitally native software platform. The move signals a significant consolidation within the mobility services market, where technology is increasingly the key differentiator.

A Strategic Consolidation in a Digital-First Market

The merger is more than a simple acquisition; it represents a strategic consolidation of two industry leaders aiming to dominate the future of tech-enabled driver assistance. Agero, a B2B white-label provider with over 50 years of history, brings a massive network and a client roster of major automotive and insurance brands. Urgently, while smaller, has built a reputation for its advanced use of artificial intelligence and machine learning to optimize everything from dispatch to customer communications.

By integrating these strengths, the combined entity aims to accelerate the shift from traditional, call-center-based services to a fully digital, data-driven ecosystem.

“Urgently has established a strong presence in the automotive, fleet and rental markets with its tech-forward approach,” said David Ferrick, President and CEO of Agero, in the official announcement. “By enhancing that foundation with Agero’s platform, service provider network depth and quality, and unmatched scale, we’re positioned to redefine what’s possible in roadside assistance and deliver even greater value to the clients and customers we serve.”

This new scale places the company in a formidable position against competitors like AAA, Honk Technologies, and other platforms that are also investing heavily in digital transformation. The deal underscores a broader industry trend where legacy providers are either acquiring or building sophisticated tech stacks to meet modern consumer expectations for speed, transparency, and seamless digital interaction.

Urgently’s Exit from the Public Market

For Urgently, the acquisition marks the end of a challenging chapter as a publicly traded company. The firm went public in October 2023 through a merger, but its time on the Nasdaq was turbulent. Despite developing an innovative platform, the company struggled with profitability and saw its market capitalization plummet from an initial valuation of around $282 million to just $4.5 million before the deal was announced.

Financial filings revealed a history of declining year-over-year revenue and operating losses, painting a picture of a company with promising technology but a difficult path to financial stability. The acquisition price of $5.50 per share represents a substantial premium of approximately 171% over Urgently's closing stock price on March 12, offering a significant return for shareholders who weathered the stock's volatility.

Following the announcement, Urgently's stock surged over 160% in after-hours trading, reflecting investor approval of the buyout. The deal provides a strategic exit for Urgently, allowing its technology to be integrated into a much larger, financially stable, and privately held organization, thereby ensuring its innovations can be deployed at scale without the pressures of quarterly public market reporting.

The Technology Powering the Future of Roadside Help

At the core of the acquisition is the powerful synergy between the two companies' technology platforms. Agero has spent years digitizing its operations, centered around its Swoop dispatch management platform, which uses AI-driven algorithms to manage its vast network of service providers. Swoop is designed to optimize the matchmaking process between a stranded driver and the nearest, most appropriate tow operator.

Urgently brings a complementary and highly advanced tech stack. Its platform is built on a foundation of machine learning, real-time data analytics, and location-based services. The company recently launched a next-generation, yield-based pricing engine that uses AI to predict and optimize job prices, helping to manage supply and demand surges dynamically.

The integration of these systems promises to create a next-generation platform for roadside assistance. “Agero shares our commitment to continually improving the roadside experience through sophisticated technology and unmatched data scale,” said Matthew Booth, CEO of Urgently. “Together, we will elevate how we serve our customers by combining our strengths to accelerate innovation and growth.”

This combined technological force is expected to drive innovation in several key areas, including more sophisticated dispatch algorithms that account for real-time traffic and weather, AI-powered chatbots for instant customer support, and enhanced capabilities for servicing the growing market of electric vehicles, which have unique towing and charging needs.

What the Merger Means for Drivers and Partners

While the deal involves complex corporate and technological integration, the ultimate goal is a tangible improvement in the experience for drivers, corporate clients, and service provider partners. Both companies have emphasized their commitment to a smooth transition.

“Our priority is ensuring a seamless experience for the partners who rely on our services every day,” Ferrick stated, noting that clients will continue to work with their existing teams as the two organizations thoughtfully combine their capabilities.

For the end-user—the driver on the side of the road—this merger promises a future where getting help is faster, more transparent, and less stressful. The combined platform aims to deliver a customer experience akin to modern ride-hailing apps, with real-time GPS tracking of the service vehicle, instant updates via text message, and digital payment options. The use of advanced analytics could also pave the way for proactive and predictive services, where a vehicle’s onboard telematics could signal a potential issue before a breakdown occurs, allowing for preventative action.

The transaction will be executed via a tender offer for all outstanding shares of Urgently, which is expected to close by the end of May 2026, subject to customary closing conditions. Upon completion, Urgently will be delisted from the Nasdaq, and the combined operation will continue under Agero, which will remain a privately held company.