React Mobile CEO Robb Monkman. (React Mobile Photo)

Seattle startup React Mobile today announced a $6 million investment from Brady Corporation, a Milwaukee, Wisc.-based manufacturer of identification products.

Founded in 2013, React Mobile sells safety software and “panic button” devices, mainly targeting hotels across the U.S. that need to protect their workforce. It uses GPS and Bluetooth technology to easily locate employees in distress.

Brady Corporation is a 106-year-old company that trades on the New York Stock Exchange. It describes itself as a “global leader in safety, identification, and compliance solutions,” and operates nearly 20 brands. The company will resell React’s products into additional industry verticals, and is now the startup’s largest shareholder.

React Mobile CEO and co-founder Robb Monkman said the startup was valued at $25.7 million after the investment. The 30-person company has raised $10.4 million to date. Monkman said business continues to grow despite COVID-19 impacting the hospitality industry.

“As the world and our industry begins to recover, attracting and retaining employees will be critical and one could argue that functions such as housekeeping is more important than ever with current cleanliness initiative,” he said. “Hotels that show empathy and hotels that invest in their employees safety and well-being will undoubtedly be able to attract and retain their employees as hotels begin to re-open.”

In 2017, React released an Alexa skill that helps hotel guests and staff call for help in emergencies.

The startup first built a free app that turned a smartphone into an SOS device. Monkman first realized the need for a product that could be used as a silent alert when he was a victim of a hostage situation while in college. The original idea was to offer a cheaper and more efficient solution to the blue light emergency phones found on college campuses around the country. Monkman co-founded the company with Grant Wallace, who is no longer at the startup.

Editor’s note: This story was updated to reflect that Brady is the largest shareholder in React Mobile. 

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