For more than six decades, Nation Safe Drivers (NSD) has been a trusted force in roadside assistance and automotive F&I solutions, earning its place as the foundation behind many of North America’s most respected brands. Founded in 1962, the company has built a strong legacy through operational excellence, continuous innovation, and enduring partnerships, delivering reliable protection, expert support, and genuine peace of mind to millions of motorists.

At the heart of NSD’s success is its ability to seamlessly blend advanced technology with a human-first approach. Its integrated Moov™ platform connects service providers, clients, and drivers in real time, enabling efficient dispatch, transparent claims processing, and streamlined management of payments, pricing, and policies. Building on this momentum, CEO Richard Holland, who stepped into the role in 2023, is focused on strengthening the company’s legacy while guiding it into a new era of technology-driven mobility protection.

At CIO Bulletin, we had the distinct privilege of interviewing Richard Holland, CEO of Nation Safe Drivers. In this interview, Holland shares how NSD is evolving, how technology like Moov™ is transforming roadside services, and how the company is preparing for the future of mobility.

Interview Highlights

Nation Safe Drivers has been a pioneer in roadside and F&I solutions since 1962. Since becoming CEO in 2023, how have you embraced and evolved NSD’s founding vision?

One of the first things I did when I joined Nation Safe Drivers was spend time listening. When you step into a company with more than sixty years of history, you do not begin by replacing its identity. You begin by understanding what made it strong.

NSD built its reputation on reliability, service discipline, and strong relationships with partners across the automotive ecosystem. That foundation is incredibly valuable. My goal has been to preserve those strengths while preparing the company for the next phase of growth.

We are focusing on three areas. First, clarifying our position in the market. While many people know NSD for roadside assistance, we are also a broader mobility protection and F&I solutions platform. Second, modernizing our infrastructure and technology so we can scale more efficiently. Third, strengthening our culture so our teams remain aligned around service, accountability, and innovation.

When those three elements come together, you create a company that is both stable and ready to grow.

What are the core products and services offered by NSD, and what sets them apart in the vehicle protection market?

At our core, Nation Safe Drivers provides roadside assistance programs and automotive F&I products that support drivers and automotive partners throughout the vehicle ownership lifecycle.

Our roadside assistance programs include towing, lockout assistance, fuel delivery, battery service, and other emergency services. These programs are supported by a nationwide network of service providers and a dispatch infrastructure that has been refined over decades.

On the F&I side, we support a range of protection products that help dealerships, administrators, and financial institutions enhance the value they provide to customers.

What sets NSD apart is the combination of operational scale, technology, and experience. We have been building and managing these programs since 1962, and that level of experience matters when a driver needs help on the side of the road. Our partners rely on us because they know the infrastructure behind their programs is dependable and built to perform at scale.

NSD operates behind some of North America’s most trusted vehicle protection brands. What makes the “Powered by NSD” model so compelling for partners?

The “Powered by NSD” model is designed around partnership.

Many of the programs we support operate under our partners’ brands. In those cases, NSD provides the infrastructure, service network, dispatch capabilities, and technology that power the program behind the scenes.

This allows our partners to focus on their brand and their customer relationships while relying on NSD’s expertise to deliver the operational side of the service.

For automotive partners, building that infrastructure independently would require significant investment and operational complexity. By working with NSD, they gain access to a system that has been refined for decades.

For motorists, the result is simple. When they call for help, the service arrives quickly and reliably, even if they never see the NSD name behind it.

Moov™ Technology has become the backbone of NSD’s ecosystem. How does this platform improve transparency, speed, and trust?

Moov™ Technology is one of the most important advancements we have made in recent years.

It is an integrated platform that connects motorists, service providers, program administrators, and partners in real time. The goal is to create visibility across the entire roadside event, from the moment assistance is requested to the completion of the service.

For our partners, Moov provides real-time reporting, operational transparency, and data insights that help them manage their programs more effectively.

For service providers, it improves dispatch coordination and communication.

And for motorists, it reduces uncertainty during a stressful situation. They can see when help is on the way and know that the request is being handled through a structured system.

Technology should remove friction from the experience, and Moov is designed to do exactly that.

In line with your mission to “power what moves you,” how does NSD foster strong partnerships with dealers, insurers, and automotive leaders?

Partnership is at the center of everything we do.

Our role is not simply to provide a service. Our role is to help our partners strengthen their relationship with their customers. When roadside assistance or protection programs work well, they enhance trust and loyalty.

We collaborate closely with dealerships, insurers, administrators, and OEM partners to design programs that support their goals and the expectations of their customers.

That often includes customizing roadside programs, integrating our technology with their systems, and developing bundled protection offerings that add value to the vehicle ownership experience.

The success of our partners ultimately drives the success of NSD. That alignment is what makes these partnerships durable.

Nation Safe Drivers has been recognized among the “Most Admired Companies to Watch 2026.” What achievements do you believe contributed to this recognition?

Recognition like this is always a reflection of the collective effort of the organization.

Over the past few years, we have made meaningful progress in strengthening our technology infrastructure, expanding our capabilities, and modernizing our approach to mobility protection.

Platforms like Moov have helped us increase transparency and operational efficiency. We have also invested in strengthening our partner ecosystem and expanding the services we offer to automotive clients.

But beyond technology and operations, I believe recognition like this also reflects our commitment to long-term thinking. We are building systems and partnerships designed to support the industry not just today, but for the next decade.

As the automotive industry shifts toward electric vehicles, digital retail, and connected services, how is NSD adapting?

The mobility landscape is changing quickly, and we are adapting alongside it.

Electric vehicles introduce new service requirements, from specialized towing procedures to battery-related support considerations. We are expanding our capabilities to ensure our roadside network is prepared for those needs.

At the same time, vehicle ownership is becoming more digital and connected. Consumers expect services that integrate seamlessly with mobile apps, connected vehicle systems, and digital retail platforms.

Our technology investments are designed to support those environments. Roadside assistance should feel like a natural extension of the modern vehicle experience, not a disconnected service.

Are there new products or innovations on the horizon that partners should anticipate?

Yes. We continue to explore ways to expand our offerings and support our partners more effectively.

That includes developing additional ancillary protection bundles, strengthening technology integrations, and introducing new programs that enhance customer engagement throughout the vehicle lifecycle.

We are also focused on continuing to improve the operational side of our services. Even small improvements in dispatch efficiency, communication, or reporting can make a meaningful difference for partners and motorists.

Innovation does not always mean something dramatic. Sometimes, it means improving the systems that people rely on every day.

Richard Holland, CEO | In His Own Words

I have spent much of my career building and scaling companies in the automotive technology and protection services space.

Before joining Nation Safe Drivers, I had the opportunity to lead several organizations focused on mobility, vehicle protection, and technology-driven services. Those experiences taught me the importance of building strong operational systems and strong cultures at the same time.

My leadership philosophy is straightforward. Build organizations that are disciplined, scalable, and aligned around a clear mission.

One of the ideas I often repeat is simple: growth all ways, always.

Growth is not only about revenue. It is about improving systems, strengthening partnerships, and helping the people in your organization develop.

When a company focuses on those areas consistently, growth becomes a natural outcome.

“NSD built its reputation on reliability, service discipline, and strong relationships with partners across the automotive ecosystem. My goal has been to preserve those strengths while preparing the company for the next phase of growth.”