I am baffled as to what your service does. Can you elaborate?

It's a SOS button. From the webpage itself:

"Emergency Alerts

One touch of a button can alert your friends and family to your whereabouts via text, email, phone call, and even Facebook."

Yes, that's our standalone app. We also offer developers a SDK so an app can have the full functionality in a small SOS button with 3 lines of code. Developers don't pay for data storage, sms, or ivr fees. For customers, it's free to use with friends and family as your "response team".

Our premium services are global-reaching, they go so far as to coordinate with private search and rescue teams if you were traveling abroad and something serious happened.

One area of research is around passive alerts such as "impact detection". We are working with fitness apps for detecting if a bike rider may have crashed. This is a very exciting project.

Thanks for the feedback, I will work on the messaging. We are definitely trying to avoid the ambulance-chaser feel of other sites like LifeAlert.