(Time) – Last December, Corey Brundage got a call from his then-fiancée. She had left her headlights on, and her car was now sitting dead in a Los Angeles parking garage. Corey ordered an Uber and was with her in 20 minutes. Then he started searching Yelp and Google for a towing company. They all had off-putting one- and two-star rankings. Each call he ventured took him about 15 minutes, and when they quoted prices like $250 for a jump start, he didn’t know whether they were being gouged in their time of need. For a man who already started four companies, this was clearly friction that technology could help alleviate.
This November, Brundage launched Honk, a new company in a growing field of startups that want to be “Uber for roadside assistance.” Along with Washington, D.C.-based Urgently, Honk is taking on the behemoth in the field—AAA—by giving roadside-assistance an on-demand makeover.
“The younger mobile, millennial generation doesn’t have brand affinity with AAA,” says Brundage, pointing out that the average AAA member age is 57 years old. “I kept thinking, I can push a button and get a taxi in just two minutes. But when I really need help, on the side of the road, where is the button?”