San Diego Business Journal, a startup developing driver assistance systems for everyday vehicles, has moved its headquarters from San Francisco to San Diego.

In a March 13 blog post, CEO Riccardo Biasini announced the company’s big move, precipitated by rising rent prices in San Francisco. The 12-person company now calls Little Italy home, where it will continue to grow its business. is currently hiring, and Biasini said it should have enough space to grow for two years.

Biasini said the company had been weighing a move to either Los Angeles or San Diego before deciding on America’s Finest City. Specifically, the team picked San Diego for its quick access to downtown, beaches and the airport, and close proximity to several universities.

“I individually talked with each of the 12 comma employees and, not too unsurprisingly, nobody was opposed to the move. Actually, almost everyone was very excited to leave the Valley,” Biasini wrote. “There is a rising tech scene and Qualcomm is close by.”

Biasini estimated the move would decrease employees’ cost of living by 42 percent. sells dashcam kits that can be retrofitted to popular car brands to allow for semi-autonomous driving. Its software can assist drivers with lane keeping and maintaining a safe distance between other vehicles. The company says its software is compatible with most Honda and Toyota models, and a selected set of Lexus, Acura, Hyundai and Chevrolet models.