An assistance controlling apparatus includes: an obtaining unit which obtains locational information of a user terminal; a determining unit which determines whether a user associated with the user terminal tends to cross a road at a place where no pedestrian crosswalk is provided; a storage controlling unit which causes identification information of the user to be stored as crossing user information indicating a user crossing a road at a place where no pedestrian crosswalk is provided, when it is determined by the determining unit that the user tends to cross a road at a place where no pedestrian crosswalk is provided; and an assistance controlling unit which performs control regarding assistance for a traffic participant on a condition that the identification information of the user is stored as the crossing user information, when the user terminal is at a place where no pedestrian crosswalk is provided.