This Emergency Alert Nonprofit Saw Over 75,000 Incident Reports During the SoCal Storm

Samson Amore

Samson Amore is a reporter for dot.LA. He holds a degree in journalism from Emerson College. Send tips or pitches to samsonamore@dot.la and find him on Twitter @Samsonamore.

This Emergency Alert Nonprofit Saw Over 75,000 Incident Reports During the SoCal Storm
Evan Xie

The ruthless storm that’s pitched Southern California into a torrential downpour this week is also putting Los Angeles’ emergency alert systems to the test.

While the National Weather Service for Los Angeles’ flash flood warning isn’t currently in effect, at least two more storm systems are expected to touch down later this week.

And the more it rains, the more evident it becomes that Los Angeles lacks a cohesive central alert system for the City of LA that can warn residents in real time if they need to evacuate or relocate.

Enter the Los Angeles Incident Tracker, a nonprofit that launched this June with the goal of sending residents real-time alerts about weather-related incidents at their address. Doing business as LAIT911, the desktop and mobile app is a free service that collects data from several raw 911 feeds, including LA Fire, the LA County Fire Department and California Highway Patrol to provide a digital fire blotter.

This past week, the demand for information during the storm skyrocketed, with over 75,000 incident reports viewed by nearly 10,000 people since the storm began less than a week ago, according to LAIT911 operations director and founder Jonathan Martin. Martin said 50% of its user registration in the past week came from Jan. 9 alone, when the LA Department of Public Works’ headquarters Downtown recorded nearly six inches of rainfall.

The incidents are automatically added to LAIT911’s app dashboard. Once data is received the individual incidents are verified (usually by at least 2-3 freelance volunteers who are online at any given time monitoring local alerts). LAIT911 copies live dispatch information, and all following real-time alerts, into its app, and adds relevant safety information from both its own databases and third parties. The app also rates how severe each incident is to determine whether or not to send out alerts.

And though there’s no shortage of apps designed to track earthquakes, or wildfires, there’s only a handful of disparate systems that residents can use for emergency weather alerts.

“The [current citywide] alerting system right now is antiquated [so] there's not much public insight into what's going on in the city,” said Martin. “Sometimes there's no rhyme or reason why one incident will get an alert and one won't, and unless you're actively monitoring it, you really won't notice if it's relevant for you.” Which is why Martin wants to focus a bit more on the geo-targeted alerts rather than the kind sent out by the city that affects everyone.

That said, Martin is working on a partnership with the County Assessor’s Office to integrate some of their data to show users not just where a building incident occurred, but what kind of structure it is. In addition, Martin is trying to partner with the City’s Emergency Management Department, which puts out alerts for only major disasters.

One of those people was dot.LA senior editor Drew Grant, who said she found the “moment by moment updates” helpful after discovering the app this week, and noted that the LAIT911 interface was easier to make sense of than intel from a typical police scanner.

Right now the web app, which is into Google Maps’ API, is free to use on computers. Martin said he’s working on developing its own map feature that it can improve on as needed.

It’s easy to set up too. You just plug in your mobile phone number and address and LAIT911 will send alerts in your area straight to your device.

For people who want extra capabilities there is a subscription option in addition to the free web app. Pricing for the subscription ranges from $10-$17 per month, and it gives users access to LAIT911’s mobile app, advanced incident searching and instant notifications via Slack.

The free version of LAIT911 is, however, more than comprehensive. 90% of the information comes from raw 911 dispatch feeds, while about 10% is provided by a team of 10 volunteer incident reporting analysts, who review the calls and verify their legitimacy.

In case of power outages, there is also a backup. Martin said LAIT911 uses a data center run by Amazon Web Services in Northern California, which has so far been “incredibly resilient.” But, if that center were to go dark, it would take “maybe 30 minutes max” to transfer to another data center and get back online, he said.

“The real reason I made LAIT911 was just for my own nerdiness to analyze the data and how fires work and try to predict wildfires,” Martin added. Besides extreme weather, one of LAIT911’s focuses is on safety incidents surrounding the LA Metro.

So who are LAIT911’s competitors? Martin considers emergency alert app Citizen his primary rival. But he said, “I can confidently say that we don’t have any competitors that have the same amount of data.”

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Billion-Dollar Milestones and Snapchat’s New Features

🔦 Spotlight

Happy Friday Los Angeles!

This week’s spotlight showcases LA’s thriving tech scene, featuring Snapchat’s latest feature updates and two local startups Liquid Death and Altruist, making TechCrunch’s Unicorn List for 2024.

Image Source: Snap

Snapchat’s recent fall updates bring fresh features, including a new iPhone camera shortcut for instant snaps, Halloween-inspired AI-powered Lenses, and Bitmoji costumes inspired by Mean Girls and Yellowstone. Bitmoji stickers now reflect trending Gen-Z expressions like “slay” and heart symbols for added flair in chats. Plus, the “Footsteps” feature on Snap Map allows users to track their past adventures privately, adding a nostalgic touch.

Image Source: Liquid Death

ICYMI, two LA startups joined the Unicorn Club—achieving valuations over $1 billion. Liquid Death, based in Santa Monica, is a canned water company with edgy branding and a humorous sustainability focus. Known for viral marketing and brand partnerships, it redefines bottled water as a lifestyle brand and environmental statement. In March, Liquid Death closed $67 million in strategic financing, raising its total funding to over $267 million and valuing it at $1.4 billion.

Image Source: Altruist

Altruist, a Culver City-based fintech platform, offers financial advisors streamlined tools to better serve their clients. With a user-friendly investment and account management platform, Altruist has gained strong traction in the finance world. In May, it announced a $169 million Series E funding round, bringing its total funding to over $449 million and earning a valuation of $1.5 billion.

Together, Liquid Death and Altruist exemplify LA’s capacity for innovation across diverse sectors, from lifestyle branding to fintech. Whether reshaping financial tools or redefining sustainable branding, these companies showcase LA’s unique entrepreneurial spirit. Go LA!

Check out TechCrunch’s 2024 Unicorn List here. And don’t miss Snapchat’s latest features—perfect for adding some fun, connection and maybe a few selfies this weekend!


🤝 Venture Deals

LA Companies

  • Freeform, a company bringing AI to metal 3D printing, raised $14M in funding from NVIDIA’s NVentures and AE Ventures to further develop its AI-powered 3D printing technology for industrial-scale production. - learn more
LA Venture Funds
  • Anthos Capital participated in a $70M Series D round for Carbon Robotics, which develops AI-powered robotics for precision agriculture, and the funding will be used to accelerate the growth of its autonomous weeding technology. - learn more
  • Anthos Capital participated in a $3.5M seed round for Plasma Network, aimed at expanding access to USDT stablecoins on the Bitcoin network, with the investment supporting the network’s growth and efforts to enhance stablecoin accessibility through the Lightning Network. - learn more

LA Exits


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      ⚖️FTC’s "Click to Cancel" Rule and Its Ripple Effect on Tech

      🔦 Spotlight

      Happy Friday Los Angeles,

      The FTC’s new “Click to Cancel” rule is shaking up subscription-based tech. Now, instead of navigating a maze of cancellation hurdles, users can cancel subscriptions as easily as they signed up—with a single click. This shift is a wake-up call for SaaS, streaming, and app-based companies, where once-hidden exit options often kept users around simply because canceling was a hassle.

      The rule also requires businesses to send regular renewal reminders, ensuring customers stay informed about upcoming charges. It's more than a cancellation button—it’s about transparency and giving users control over their decisions.

      For startups, the impact goes deeper than UX adjustments. Many have relied on "dark patterns," which subtly discourage cancellations by hiding the exit. Now, companies must shift toward building genuine loyalty by delivering real value, not by complicating exits.

      While this might affect retention rates initially, it could lead to more sustainable business models that rely on satisfaction-driven loyalty. Investors may start prioritizing companies that emphasize transparent, long-term engagement over those that depend on dark patterns to maintain retention metrics.

      The rule opens the door to more ethical UX design and a truly user-centered approach across the tech industry. It may even set a precedent against manipulative design in other areas, such as privacy settings or payment methods.

      Ultimately, the “Click to Cancel” rule presents an opportunity for the tech industry to foster trust and build stronger customer relationships. Startups and established companies that embrace transparency will likely stand out as leaders in a new era of customer-centric tech, where trust—not tricky design—is what retains users.

      As the tech landscape continues to evolve, LA Tech Week 2024 offers a chance to explore these shifts in real-time. Check out the upcoming event lineups to stay informed and make the most of your time:

      For updates or more event information, visit the official Tech Week calendar.


      🤝 Venture Deals

      LA Companies

      • Ghost, a company supporting top brands and retailers with streamlined logistics and fulfillment solutions, raised a $40M Series C funding round led by L Catterton to fuel its continued growth and innovation. - learn more

      LA Venture Funds
      • Assembly Ventures participated in a $27M Series A round for Monogoto, a provider of software-defined connectivity solutions that enable secure, cloud-based IoT and cellular network management on a global scale. - learn more
      • Angeleno Group participated in a $32M Series C round for REsurety, a company that recently launched an innovative clean energy marketplace aimed at providing better financial and operational insights to support renewable energy transactions. - learn more

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        🌴🧑‍💻 Your Guide to LA Tech Week 2024

        🔦 Spotlight

        Happy Friday Los Angeles,

        As many of you know, LA Tech Week is right around the corner, kicking off next Monday October 14th bringing together founders, creatives, investors, and engineers for a week of immersive events, panels, and socials across the city. From blockchain and AI to biotech and design, LA Tech Week is a chance to dive into the ideas shaping today’s technology landscape.


        What to Look Forward To

        Insights from Visionary Leaders: Hear firsthand from industry trailblazers as they share stories, challenges, and key lessons from their experiences. Expect fresh perspectives on AI, venture capital, biotech, and the ethical questions around emerging technologies.

        Interactive Panels: This week isn’t about watching from the sidelines; it’s about engaging directly with the tech community. Participate in hands-on panels discussing everything from startup scaling to ethical AI, with honest insights from those actively shaping these fields.

        Networking Mixers & Social Events: Meet and connect with founders, VCs, developers, designers, and fellow techies across LA. Rooftop mixers, lunch meetups, and creative gatherings offer the perfect chance to spark ideas and collaborate.

        Plan your week with the daily lineup, organized by location for easy navigation:

        For updates or more event information, visit the official Tech Week calendar.

        Enjoy LA Tech Week 2024!!


        🤝 Venture Deals

        LA Companies

        • Clout Kitchen, a Los Angeles and Manila based startup, has raised $4.45M in seed funding, co-led by a16z SPEEDRUN and Peak XV’s Surge, to develop AI-powered digital twins, which enables gaming creators to produce realistic virtual avatars for content and fan engagement. - learn more
        • MeWe, a privacy-focused social media platform, has raised an initial $6M in Series B funding led by McCourt Global to support Web3 integration and expand its decentralized network for 20 millions users. - learn more

          LA Venture Funds
          • EGB Capital participated in a $10M Series A funding round for MiLaboratories, which develops software that enables biologists to independently analyze complex genomic data, accelerating research and discovery in fields like drug development. - learn more
          • Crosscut Ventures participated in the $13.75M seed round for Airloom Energy, a company focused on developing airborne wind energy technology to harness high-altitude winds, with plans to accelerate a pilot project in Wyoming. - learn more
          • Overture VC participated in a $5.5M Seed funding round for Molg Inc., a company developing robotics and software for circular manufacturing, designed to disassemble electronics efficiently and recover valuable materials to reduce e-waste and support sustainable production. - learn more


            LA Exits

            • Options MD, a Los Angeles based telemedicine platform that provides care for people suffering from severe and treatment-resistant mental illness, is set to be acquired by Resilience Lab, an AI-driven provider focused on enhancing mental health care access. - learn more

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