Nanit
Nanit (Udisense, Inc.) is a New York-based consumer technology company that sells AI-powered smart baby monitors and sleep tracking systems to parents of infants and toddlers, monetizing through hardware sales plus recurring Insights subscriptions across the US, Canada, UK, and Australia.
- Company typePrivate
- Founded2016
- HeadquartersNew York, United States
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Nanit does
Nanit (legal entity Udisense, Inc.) is a US-based consumer technology company founded in 2016 that develops smart baby monitors and sleep tracking systems for parents of infants and toddlers. The company's flagship product is an overhead, WiFi-enabled 1080p HD camera that uses proprietary computer vision algorithms combined with custom-patterned Breathing Wear (bands, swaddles, sleeping bags, pajamas) to monitor infant breathing motion and sleep patterns without requiring sensors on the baby. The core platform pairs with a mobile app, an 8-inch Home Display, a Sound + Light Machine, and various mounting accessories (Floor Stand, Wall Mount, Flex Stand) to form a complete monitoring ecosystem. Nanit monetizes through one-time hardware sales ($19.99-$499), bundled packages with 15% discounts, and three tiers of recurring Insights subscriptions ($9-$25 per month) that unlock sleep tracking, video history, milestone capture, and personalized coaching. Products are sold direct-to-consumer through nanit.com and through major retail partners including Amazon, Target, Babylist, Pottery Barn Kids, and Bloomingdale's. The company is headquartered in New York, operates in the US, Canada, the UK, and Australia, and has an installed base of over 100,000 users whose anonymized data powers its AI features.
Nanit firmographics
Firmographics- Name
- Nanit
- Legal name
- Udisense, Inc.
- Website
- https://nanit.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Nanit (Udisense, Inc.) is a New York-based consumer technology company that sells AI-powered smart baby monitors and sleep tracking systems to parents of infants and toddlers, monetizing through hardware sales plus recurring Insights subscriptions across the US, Canada, UK, and Australia.
- Ownership category
- akta.pro rank
Where Nanit is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Nanit business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Technology or R&D, Marketing or Sales, Personnel, Operations
Revenue model
- Hardware Sales: One-time sales of smart baby monitors, breathing bands, sound machines, home displays, and accessories. Core revenue driver with products ranging from $19.99 to $499. Premium bundles offer 15% savings. HSA/FSA eligible.
- Insights Membership Subscriptions: Recurring subscription revenue from three tiers: Sleep Plan ($9/mo or $96/yr), Memories Plan ($120 annually), and Milestones Plan ($300 annually). Includes video history, sleep tracking, personalized coaching, and milestone capture. 3-month free trial with Pro Camera purchases.
- Bundle Packages: Pre-configured product bundles including The Best Sellers Bundle ($499), Signature Bundle ($439), Premium Bundle ($474), and Travel Bundles. Bundles include monitor, breathing band, stands, and accessories at discounted prices.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Sleep Plan - Basic sleep tracking and coaching |
| Subscription | Annual | Memories Plan - Video history and milestone capture |
| Subscription | Annual | Milestones Plan - Comprehensive development tracking |
| One time/ perpetual license | One time/ perpetual license | Smart Baby Monitor System - Core hardware |
| One time/ perpetual license | One time/ perpetual license | The Best Sellers Bundle - Complete monitoring system |
| Unit Pricing | One time/ perpetual license | Breathing Band - Sensor-free breathing monitor |
| One time/ perpetual license | One time/ perpetual license | Sound + Light Machine |
| One time/ perpetual license | One time/ perpetual license | Home 8" Display |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels8 records
Nanit product offering
Product offeringCore offering
Nanit develops and sells AI-powered smart baby monitoring systems that use overhead computer vision cameras and proprietary algorithms to track infant sleep patterns and breathing motion without wearable sensors. The core offering centers on the Smart Baby Monitor System, complemented by a proprietary Breathing Wear line (bands, sleeping bags, swaddles, pajamas) featuring a custom pattern that enables sensor-free respiration tracking, plus subscription-based Insights Plans (Sleep, Memories, Milestones) for advanced analytics and milestone capture.
Product overview
Nanit offers a comprehensive smart baby monitoring ecosystem centered on its Smart Baby Monitor System, which uses computer vision and AI algorithms to track infant sleep patterns and breathing motion without sensors. The core system integrates with add-on products including the Breathing Band and Breathing Wear collection (sleeping bags, swaddles, pajamas), the Sound + Light Machine for sleep routines, and the Home 8" Display for dedicated viewing. Mounting options include Floor Stand, Wall Mount, and portable Flex Stand. All products are supported by subscription-based Insights Plans (Sleep, Memories, Milestones) providing advanced analytics and milestone tracking. The company is developing an upcoming Parenting Intelligence System (2026) to expand beyond sleep monitoring into comprehensive developmental analytics.
Differentiator
Problem solved
Functional benefit
Products and services
- Smart Baby Monitor System The flagship WiFi-enabled HD video baby monitor with 1080p streaming, real-time sound and motion notifications, two-way audio, temperature/humidity tracking, and computer vision algorithms for sleep and breathing motion monitoring. Targeted at parents of infants and toddlers.
- The Best Sellers Bundle Curated bundle including Pro Camera, Floor Stand or Wall Mount, Home 8" Display, Breathing Band (0-3M), Flex Stand with Travel Case, and 3-month free trial of Sleep Plan, offered at 15% off individual prices.
- The Signature Bundle Bundle including Pro Baby Monitor, Floor Stand, Flex Stand, Sound + Light Machine, and app access, offered at 15% savings.
- The Premium Bundle Bundle including Pro Camera with Wall Mount, Sound + Light Machine, Flex Stand, Breathing Band, and Travel Case, offered at 15% savings.
- Sound + Light Machine 3-in-1 sleep essential with 11 soothing sounds, customizable color combinations, live audio monitoring, cry detection, and temperature/humidity tracking. Features rechargeable battery (up to 8 hours) and app-controlled operation.
- Breathing Band Sensor-free breathing motion monitor using proprietary camera vision technology. The custom pattern syncs with Nanit camera to track breathing motion from most sleep positions with no sensors, wires, or electronics required. 100% cotton, machine washable.
- Breathing Wear Sleeping Bag Sleep sack with built-in Breathing Wear pattern for sensor-free breathing motion tracking. Features two-way zipper, 1.0 TOG rating, and 100% cotton machine washable interlock fabric. Available in sizes 3-24 months.
- Breathing Wear Swaddle Swaddle with built-in Breathing Wear pattern for sensor-free breathing motion tracking during early infancy. Velcro closure for easy swaddling.
- Breathing Wear Pajamas Footed pajamas with integrated Breathing Wear pattern for continuous sensor-free breathing motion monitoring during sleep.
- Home 8" Display Dedicated 8-inch FHD touchscreen display (1200x1920) for real-time baby monitoring. Features split-screen capability for multiple cameras and real-time sleep status without needing a phone.
- Floor Stand Height-adjustable freestanding mount providing bird's-eye overhead view of crib. ASTM-certified cord cover for safety, compatible with all Nanit insights including breathing motion monitoring and sleep tracking.
- Wall Mount Space-saving overhead mount that fastens securely above crib for wide-angle coverage with hidden cords. Compatible with all Nanit insights including breathing motion monitoring and sleep tracking.
- Flex Stand Portable monitor stand allowing parents to bring Nanit camera room-to-room or on travel. Features 130-degree view and remembers up to 10 WiFi networks.
- Insights Plans (Sleep, Memories, Milestones) Subscription tiers providing access to video history, sleep tracking, personalized sleep coaching, milestone capture, and growth tracking. Sleep Plan ($9/mo or $96/yr), Memories Plan ($120/yr), Milestones Plan ($300/yr).
- Parenting Intelligence System Upcoming AI-powered system designed to provide comprehensive real-time insights into a child's developmental and health metrics, tracking speech, motor skills, and cognitive patterns beyond current sleep and breathing monitoring capabilities.
Quantifiable outcome
- 97% of Nanit parents recommend the monitor
- +3 more outcomes
Companies that use Nanit
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Nanit technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability8 records
Feature5 records
Nanit partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered major and minor.
- AmazonmajorAmazon retail partnership for product distribution through Amazon.com marketplace and Amazon Baby Registry
- TargetmajorPhysical and online retail presence through Target stores and website
- BabylistmajorBaby registry partnership allowing expectant parents to add Nanit products to registries
- Pottery Barn KidsminorPremium nursery retail partnership for in-store and online product availability
- Bloomingdale'sminorDepartment store retail presence for premium product positioning
- Onera HealthminorJoint winners of National Sleep Foundation 2025 SleepTech Award; both companies recognized for innovative sleep technology products
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
Nanit competitors and assessment
Company assessmentDirect peers
- Owlet: Owlet is a direct competitor offering smart baby monitoring with the Owlet Smart Sock tracking heart rate and oxygen, plus a video monitor. It competes head-to-head with Nanit on AI-driven infant health insights and was the challenger in the NAD 'No. 1' review.
- Miku: Miku sells a smart baby monitor that uses sensor fusion and contactless breathing tracking without wearables, directly mirroring Nanit's sensor-free breathing motion value proposition for tech-savvy new parents.
- Cubo AI: Cubo AI markets an AI-powered smart baby monitor with face covering and breathing detection alerts and bird's-eye crib camera, competing in the same premium connected-monitor segment as Nanit.
- Lumi by Pampers (Procter & Gamble): Lumi by Pampers is a connected baby monitoring system with video, sleep tracking, and diaper-activity sensors backed by P&G's distribution scale, positioning it as a direct competitor in the smart nursery category.
Emerging players
- Hatch: Hatch offers connected sleep products (sound machines, night lights, Rest devices) with a companion app for babies and toddlers, overlapping with Nanit's Sound + Light Machine and Insights Plans in the connected sleep ecosystem.
Broad incumbents
- Motorola Nursery: Motorola Nursery produces a broad portfolio of baby monitors including video, audio, and Wi-Fi models with companion apps, competing with Nanit across price tiers with greater brand recognition but less AI differentiation.
- VTech: VTech is a large incumbent consumer electronics brand selling a wide range of baby monitors alongside toys and educational products, providing competitive pricing pressure but lacking Nanit's AI and computer vision depth.
- Philips Avent: Philips Avent is an established baby care brand offering smart baby monitors as part of a broader feeding, soothing, and nursery portfolio, competing with Nanit on retail presence and clinical credibility.
- Eufy (Anker Innovations): Eufy offers smart home security cameras and a dedicated baby monitor line with AI detection, leveraging Anker's manufacturing scale and broader smart home ecosystem as a cost-disciplined alternative to Nanit.
- Summer Infant: Summer Infant is a long-standing baby products company offering a range of video and audio baby monitors across consumer price points, competing with Nanit primarily at the lower end of the monitor category.
Market position
Weaknesses4 records
Competitive moat5 records
Customer concentration
Nanit social profiles
Digital presenceNanit compliance and trust
Trust signalCompliance3 records
Nanit financial estimates
Financial estimateRevenue estimate
Valuation estimate
Nanit leadership team
Management profileNumber of profiles
Profiles7 records
Nanit funding detail
Funding detailFunding overview
Funding rounds8 records
Investors14 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Nanit M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Nanit
What does Nanit do?
Nanit develops and sells AI-powered smart baby monitoring systems that use overhead computer vision cameras and proprietary algorithms to track infant sleep patterns and breathing motion without wearable sensors. The core offering centers on the Smart Baby Monitor System, complemented by a proprietary Breathing Wear line (bands, sleeping bags, swaddles, pajamas) featuring a custom pattern that enables sensor-free respiration tracking, plus subscription-based Insights Plans (Sleep, Memories, Milestones) for advanced analytics and milestone capture.
Is Nanit a public or private company?
Nanit is a private company. It is classified as venture growth investor backed and is currently operating.
When was Nanit founded?
Nanit was founded in 2016. It employs 101 to 250 people.
Where is Nanit based?
Nanit is headquartered in New York, United States, in the North America region.
How does Nanit make money?
Three revenue lines are on record. Hardware Sales are the primary driver. The others are insights Membership Subscriptions and bundle Packages.
Who are Nanit's main competitors?
Direct peers on record are Owlet, Miku, Cubo AI and Lumi by Pampers (Procter & Gamble). Hatch is listed as an emerging player. Broad incumbents are Motorola Nursery, VTech, Philips Avent, Eufy (Anker Innovations) and Summer Infant.
Does Nanit have an API?
No public API is recorded for Nanit.