For drivers who may need help more than once, membership can turn a frustrating moment into a simpler repeat process. Instead of starting from scratch every time, the customer gets a more familiar path and clearer savings.
Member pricing gives JTOWS a reason for customers to stay inside the platform rather than calling around each time they need help. It also creates a stronger long-term relationship instead of a one-time transaction.
The goal is not to block non-members. Anyone should still be able to order a tow. Membership just makes the experience better for people who come back.