An accident in which a Merseyside cyclist was almost killed spurred him on to launch an app aimed at making the roads a safer place for all.
Busby automatically detects incidents like a crash or a cyclist coming off their bike, with the new technology asking the rider if they are okay, before alerting emergency contacts if help is needed.
Future plans include technology that will give vulnerable road users like cyclists "invisible halos", making drivers aware of their presence and preventing accidents that the founders say are all too common in areas like Merseyside.
The founders are Liverpool-based trio Kirk Ryan, James Duffy and Barry Green, the latter of whom was caught up in the accident around three years ago.
James, co-founder and commercial director, said: "Barry has always been an avid cyclist and he was out on the roads around Liverpool Airport on a clear day on a clear road.
"He was approaching a T-junction when a van pulled out and turned right across him.
"Barry put the brakes on as fast as he could, but doesn't actually remember the impact or anything afterwards. The next thing he knew, he woke up in an ambulance.
"It turned out that had the van been even a metre more advanced, it would have been the end of [Barry]."
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Barry's injuries included broken ribs and severe bruising.
Kirk added: "That particular driver did stop and call for an ambulance, but you hear too often that this is not the case. For example, if it's dark, then you may not be so lucky.
"That got us thinking - is there a way of us using the technology that's out there that's easy to use to prevent these things from happening?
"We wanted it to understand incident response, and how to automatically detect these incidents."
The free app works by offering "unique" features such as incident detection and near miss reporting.
If a user is involved in an incident, Busby gives them 30 seconds to move or respond. If there is no response, their location is sent to emergency contacts (and in the future, emergency services) so help can arrive - "quicker than ever before".
The group launched Busby in October, and despite it being early days, the app already has hundreds of users.
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To create it, they partnered with GPS firm What3Words, whose technology can accurately locate a user to within 3sq m anywhere on the entire planet.
Kirk added: "Merseyside has a reputation for being one of the worst across the 海角视频 for accidents like this, which are highly preventable.
"You often consider yourself a good driver, but there are quite often moments where it seems like a cyclist comes out of nowhere. But actually, the cyclist was always there - you just haven't seen them.
"We do think Merseyside has a huge problem with preventable incidents, and a lot of them can be categorised by a lack of awareness.
"With Busby, we are trying to bridge the gap between those cyclists who think they own the road, and those drivers who think they own the road. It's actually a joint responsibility."
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Following a soft launch, there are plans to expand the app on a large scale.
Kirk said: "We want to scale up slowly. We've only soft launched it so far, but we are happy it's working as we expected. We are now at the point where we are going to start trials with some of the logistical companies across the North West.
"The goal is for every single road user out there to have a device with this level of intelligence. "
Future features include RoadRadar, which will allow any vehicle manufacturer or GPS system to integrate Busby into its infotainment systems, and recognise vulnerable road users.
Cyclists, school children, horse riders and blind or disabled people will be able to download Busby for free, and will have an "invisible safety halo" around them, with a bike bell noise alerting drivers of their presence through car infotainment systems.
The team has partnered with the Merseyside Road Safety Partnership and St John Ambulance, and Kirk added: "We recently launched Busby onto IOS and Android app stores and the take up has been really good.
"Within the first 14 days we have users across the 海角视频, Europe, India, the US, Australia and more.
"We also had feedback over the first weekend with a cyclist being involved in a road incident in Wales and Busby notifying his mum of his location, which is already showing the value of Busby."