Morni

About Morni

Morni is a digital automotive services company founded in Saudi Arabia in 2014 by Salman Al-Suhaibaney. The inspiration for the company came from Al-Suhaibaney's personal experience of waiting five hours for help with a flat tire at night in Riyadh. With a background in Saudi Arabia's automotive and insurance sectors, including roles in compliance and anti-fraud, Al-Suhaibaney aimed to create a safer and simpler solution for roadside emergencies.

The company operates a platform that connects vehicle owners with a network of over 33,000 service providers for roadside assistance, initially launching as an on-demand towing service. Morni has since expanded into a comprehensive automotive ecosystem. Its business model is based on a marketplace structure, taking a commission from service providers and generating revenue from corporate clients. The services are accessible through a mobile app on a pay-per-use basis or via annual subscriptions. By 2020, the company had served over 600,000 customers and had 490,000 annual subscribers.

Morni's offerings are categorized into four main verticals: Morni Assist, Morni Auction, Morni Care, and Morni Claims. Morni Assist provides 24/7 roadside help, including towing, battery services, tire changes, fuel delivery, and lockout assistance. Morni Auction, launched in 2017, is an online marketplace for buying and selling used and salvage vehicles. Morni Care covers vehicle maintenance and repairs, while Morni Claims handles third-party administration for insurance claims, a service enhanced by the acquisition of a company called Labas. The company primarily serves individual vehicle owners and corporate clients, including insurance companies, car rental agencies, and luxury car dealerships. Operating in Saudi Arabia, the UAE, and Egypt, Morni has secured significant funding, including a $1.1 million seed round in 2016 from investors like Raed Ventures and 500 Startups, and a $9.1 million Series B round in 2020 led by G Square Investments.