An APEO-free, solvent-free, hydrophobically-modified ethylene oxide urethane (HEUR) rheology modifier. It offers efficient mid-shear (KU) viscosity build in a wide variety of coatings formulations. It can be used in combination with a high-shear (ICI) builder such as ACRYSOL™ RM-3030 Rheology Modifier to reach a desired balance of high and low shear viscosity in latex coatings.