Maestro, MyStar's parent company began developing the platform that powers the personal assistance service in 2005. Seeing the obvious need for the service in the automotive industry, Adam and Kfir Alfia, the company's founders partnered with Ken Ferguson to start the MyStar division. MyStar began by selling a version of the program to local franchise dealerships. The program caught the attention of several large dealer groups and eventually APCO who manages the EasyCare F&I product line. The program was private-labeled to them and eventually Motor Trend. As MYStar's success and penetration in the automotive industry grew rapidly, the program slowly became not only a sales tool to increase the value of the vehicles before the sale, but also as a unique F&&I tool to help increase the value of other products sold in the F&&I office.
In 2009, MyStar launched a national program with Nissan North America on it's luxury brand, Infiniti, whereby Infiniti included 4 years of unlimited service with every vehicle. The same year, MyStar also launched Toyoguard Personal Assistant with South East Toyota.
In 2011, customer surveys conducted by MyStar's clients showed that giving a trial of the service to customers during their visit to the dealership as part of the vehicle purchase increased CSI scored as high as 31%.
In 2012, MyStar introduced Live Assist, a dealer and OEM branded personal assistant app that helps customers easily access their team of assistants through a quick dial button or by submitting electronic requests through the app. Furthermore, the app allows users to share their GPS location with the personal assistant which adds another layer of safety and security to the experience.
In 2014, MyStar introduced E911-Connect, which allows drivers to call an Emergency Response Specialist in MyStar's National Headquarters and be immediately connected to a PSAP (Public Safety Answering Point) if emergency crews are required.
MyStar is currently in discussions with several OEM's on how to enhance their offering by helping them to provide their branded personal assistant service to their customers.