USRider Full Case Study
USRider & Xeo
A 20-Year Journey in Scalability and Innovation
Background
Founded in 2002 by Mark Cole, USRider set out to provide roadside assistance uniquely tailored for horse
owners. Beyond traditional roadside support, USRider offers help locating veterinary care and stables for
stranded horses when tow vehicles break down.
Challenge
USRider’s initial software setup included a basic Access database for managing member data. By 2004, with 150
members, Cole realized he needed a more robust solution and approached Xeo for help. He sought a web portal to
enable online membership services, such as joining and renewal, and required specialized features for
marketing and vendor integrations.
Solution
Xeo replaced the Access database with an enterprise-grade system backed by two dedicated web portals:
1.
Back Office Portal: This browser-accessible portal allows employees to manage operations
efficiently.
2.
Account Manager Portal: Tailored for members, this portal supports joining, renewing, and
account management.
To provide strategic insights, Xeo added a dashboard that enabled Cole to track marketing performance,
customer satisfaction, and membership growth. Over the years, the platform evolved, with each enhancement
carefully evaluated for its return on investment (ROI).
Key integrations streamlined operations. For example, caller ID from the phone system automatically loaded a
member’s profile, saving time during service calls. Additional integrations linked with dispatching and direct
mail services to automate renewal notices through the Back Office portal.
Results
In 2011, Cole sold USRider to Active Interest Media. The software contract with Xeo was structured as a ‘work
for hire,’ meaning USRider owned the intellectual property, which played a pivotal role in acquisition
negotiations.
The new owners retained Xeo, with a heightened focus on growing memberships through innovative partnerships
and integrations with equestrian interest groups. This strategy thrived, leading to the eventual sale of
USRider to Equine Network in 2020. Under this new ownership, Xeo expanded its role significantly, creating
brand-specific versions of the Account Manager portal while maintaining a unified Back Office portal for
operational efficiency.
Over two decades and two acquisitions, Xeo has been instrumental in USRider’s growth, scaling the business
from 150 members to 150 times that number.
Client Reflection
Mark Cole and Murph McIver, the founder of Xeo, have stayed connected over the years, often skiing together.
During a visit in the summer of 2024, McIver spotted a USRider ad on his phone. He shared the ad with Cole,
who expressed pride in seeing how successful his original vision had become.
