It was his 22-year-old niece that gave Amir Cohen the inspiration to quit his job working in Israel's tech sector and start his own company.
Every time she gets in a taxicab in Israel she has her cell phone in-hand, ready to call her father in case of an emergency.
"This was the original trigger," Cohen recalls. "Letting people feel safer and be safer on their daily routine - when they're going to a party, getting in a taxi, whatever."
The end product: a smartphone app called Guard My Angel that allows users to pre-program a list of emergency contacts. If you feel threatened or are in an accident, an alert is sent out with your location.