Flic
Flic (Shortcut Labs AB) designs and sells wireless Bluetooth smart buttons, dials, and hubs for consumer and enterprise smart home automation. It serves 800,000+ users globally across healthcare, hospitality, lone worker, and consumer verticals via its flic.io storefront and enterprise sales channel.
- Company typePrivate
- Founded2020
- HeadquartersStockholm, Sweden
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Flic does
Flic, operated by Shortcut Labs AB, is a Swedish private company founded in 2013 (headquartered in Stockholm) that designs and sells wireless Bluetooth smart buttons, smart dials, and smart home hubs for both consumer and enterprise automation. The product line comprises the Flic Button (single/double/hold triggers, CR2032 replaceable battery, IP44 splashproof), the Flic Twist (rotational dimmer/dial), the Flic Duo dual-button gesture remote (launched at CES 2025 with 20+ command combinations via push, hold, hold+swipe, and hold+twist), the Flic Hub Mini and Hub LR (Matter controllers with HomeKit, Ethernet, and IR support), and the Flic Gateway IoT bridge. Hardware communicates over Bluetooth 5 LE with Long Range connectivity and integrates natively with 1,000+ compatible services and devices including Matter, Apple HomeKit, Amazon Alexa, Google Home, Philips Hue, Sonos, IKEA Trådfri, Samsung SmartThings, Spotify, IFTTT, and Zapier, supported by a free open SDK and developer portal.
The business model is hardware-led with no disclosed subscription or recurring revenue stream. Products are sold direct-to-consumer through flic.io as individual units, multi-packs (3-pack, 6-pack), and bundled starter kits (Button Starter Kit, Twist Starter Kit, Duo Starter Kit, Pro Kit, Mega Kit) offering 11–45% discounts to drive average order value. A parallel Business Solutions motion targets named enterprise accounts — disclosed logos include P&G, Citroën, Sage, and Securitas — across verticals such as healthcare, hospitality, lone worker safety, personal safety, office and facility management, retail, automotive, logistics, and tactical/defence. Distribution channels are the flic.io e-commerce storefront (free EU/US shipping over $150USD) and a contact-inquiry enterprise sales channel.
Operationally, Shortcut Labs AB has 11–50 employees, reports 800,000+ cumulative users globally, and has secured premium-tier media recognition including CES 2025 best-of-show coverage from The Verge, How-To Geek, and TechRadar, plus Forbes and Wall Street Journal endorsements in 2024. The most recent disclosed institutional funding was a 2018 round led by Round2 Capital Partners; no subsequent funding events are publicly recorded, indicating the business has been funded primarily through early-stage capital (totaling approximately $1.05M in disclosed equity rounds from 2014–2018, led by HCVC and FOUNDER.org) and operating cash flow since.
Flic firmographics
Firmographics- Name
- Flic
- Legal name
- Shortcut Labs AB
- Website
- https://flic.io
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Flic (Shortcut Labs AB) designs and sells wireless Bluetooth smart buttons, dials, and hubs for consumer and enterprise smart home automation. It serves 800,000+ users globally across healthcare, hospitality, lone worker, and consumer verticals via its flic.io storefront and enterprise sales channel.
- Ownership category
- akta.pro rank
Flic industry classification
Industry- Product category
- Smart Home Automation Hardware
- NAICS
- Automatic Environmental Control Manufacturing for Residential, Commercial, and Appliance Use (334512)
- SIC
- Auto Controls For Regulating Residential & Comml Environments (3822)
- akta.pro primary industry
- Smart Home Hubs & Controllers Retail (CRACAGAA)
- akta.pro secondary industries
- Smart Home Hubs & Controllers Retail (CRAIAMAA), Home Automation Hub/Platform Integration for Electrical & HVAC (e.g., HomeKit/Google/Alexa) (HSAOANAI), Smart Appliance & Energy Management Integration (HSAHADAG), At-Home Medical Alert Sensors & Smart Home Safety Integrations (HSAHAHAJ)
Keywords
Where Flic is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Flic business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Technology or R&D, Personnel, Marketing or Sales, Operations
Revenue model
- Hardware Product Sales: One-time hardware sales of Flic buttons, hubs, twists, and accessories. Products are sold individually and in bundles at various price points with tiered discounts. Revenue is generated from initial product purchase rather than recurring subscriptions.
- Bundle and Kit Sales: Pre-configured starter kits and multi-packs offering bundled products at discounted prices (11-45% savings), driving higher average order values through product bundling.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Flic Button Single Pack |
| Unit Pricing | Pay-as-you-go | Flic Button Three Pack |
| Unit Pricing | Pay-as-you-go | Flic Button Six Pack |
| Unit Pricing | Pay-as-you-go | Flic Button Starter Kit |
| Unit Pricing | Pay-as-you-go | Flic Twist Single |
| Unit Pricing | Pay-as-you-go | Flic Twist Starter Kit |
| Unit Pricing | Pay-as-you-go | Flic Duo Single Pack |
| Unit Pricing | Pay-as-you-go | Flic Duo Starter Kit |
| Unit Pricing | Pay-as-you-go | Flic Hub Mini |
| Unit Pricing | Pay-as-you-go | Flic Hub LR |
| Unit Pricing | Pay-as-you-go | Flic Mega Kit |
| Unit Pricing | Pay-as-you-go | Flic Pro Kit |
| Other | Multi-year contract | Business/Corporate Pricing |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels8 records
Flic product offering
Product offeringCore offering
Flic (Shortcut Labs AB) designs, manufactures, and sells wireless Bluetooth smart buttons, smart dials, dual-button remotes, and smart home hubs that provide physical shortcuts to control smart home devices, music, lighting, and digital services. The products integrate with over 1,000 third-party smart home ecosystems including Matter, Apple HomeKit, Alexa, Philips Hue, and Sonos. The company also offers enterprise/business solutions including SDKs, MQTT integrations, cloud buttons, and device management platforms for vertical deployments in healthcare, hospitality, and lone worker safety.
Product overview
Flic is a smart home control ecosystem consisting of wireless physical buttons (Flic Button, Flic Twist dial, Flic Duo dual-button remote) that connect via Bluetooth to smartphones or Flic Hubs (Hub Mini, Hub LR) to control 1000+ smart home devices and services. The system integrates natively with major platforms including Apple HomeKit, Amazon Alexa, Matter, Homey, SmartThings, LIFX, Philips Hue, Sonos, IKEA Trådfri, Spotify, and IFTTT. Accessories include wristbands, metal clips, mounting plates, adhesive packs, sticker sheets, and IR controllers. Business solutions include Flic MQTT, Cloud Buttons, and Device Manager for enterprise deployments. The Flic Duo, announced at CES 2025, is the latest product featuring dual-button design with gesture controls (swipe, twist) for 20+ command combinations.
Differentiator
Problem solved
Functional benefit
Brands
- Flic Button: A small wireless smart button for home automation routines, controllable via push, double-push, and hold actions
- Flic Twist
- Flic Duo
- Flic Hub
- Flic Hub Mini
- Flic Hub LR
- Flic Mic
Products and services
- Flic Button A small wireless smart button that controls smart home devices and services via Bluetooth. Supports single press, double press, and hold actions for triggering routines, controlling lights, music, and appliances. Features tactile click, replaceable CR2032 battery (up to 3 years), and IP44 splashproof rating. For individual consumers and businesses.
- Flic Twist
Quantifiable outcome
- 800,000+ users globally using Flic products
- +4 more outcomes
Companies that use Flic
Customer profileNamed customers4 records
Segments11 records
Ideal customer profiles2 records
Flic technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration17 records
AI capability2 records
Feature8 records
Flic partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered core.
- Apple (HomeKit)coreFlic Hub LR and Hub Mini provide native Apple HomeKit support, enabling Flic buttons to control HomeKit-compatible smart home devices. Note: HomeKit support on Flic Duo is limited to button commands only; gesture control is not supported via Apple Home.
- Amazon (Alexa)coreFlic integrates with Amazon Alexa for voice assistant interoperability, allowing Flic buttons to trigger Alexa routines and control Alexa-compatible smart home devices.
- Matter ConsortiumcoreFlic Hub devices function as Matter controllers, enabling Flic Buttons and Twists to work seamlessly with all Matter-enabled devices across the smart home ecosystem.
- Philips HuecoreFlic buttons integrate directly with Philips Hue smart lighting ecosystem, enabling one-touch control of Hue lights and scenes.
- SonoscoreFlic provides direct Sonos integration for music control, allowing users to play, pause, skip tracks, and control volume on Sonos speakers with button presses.
- LIFXcoreFlic integrates with LIFX smart lights for direct control of LIFX bulbs and scenes through button triggers.
- IKEA TrådfricoreFlic buttons work with IKEA Trådfri Gateway to control all Trådfri smart home devices including lighting and smart plugs, providing an alternative to the Trådfri remote control.
- IFTTTcoreFlic connects with IFTTT platform, enabling users to create custom applets that trigger web services, social media posts, data tracking, and cross-platform automations with Flic button presses.
- SpotifycoreFlic integrates with Spotify for music control, allowing button-based triggering of playlists, volume control, and playback commands.
- Samsung SmartThingscoreFlic products integrate with Samsung SmartThings ecosystem, enabling control of SmartThings-compatible devices through button triggers.
- HomeycoreFlic integrates with Homey smart home hub, allowing Flic buttons to control Homey-compatible devices and automations.
- NanoleafcoreFlic connects with Nanoleaf smart lighting products for button-based control of Nanoleaf scenes and lighting effects.
- Google HomecoreFlic integrates with Google Home ecosystem for smart home device control and routine triggering through button interactions.
- ZapiercoreFlic connects with Zapier for automation workflows, enabling button triggers to initiate multi-step web application automations.
- ChromecastcoreFlic integrates with Google Chromecast for media control, allowing button-based triggering of content playback on Chromecast devices.
- SlackcoreFlic can trigger Slack messages and notifications through IFTTT integration, enabling instant team communication via button press.
- Developer Community (Open SDK)coreFlic provides free open SDKs and developer tools including Flic Hub SDK, Flic MQTT, Mobile SDK, and developer portal on GitHub for custom integrations and enterprise deployments.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Flic competitors and assessment
Company assessmentDirect peers
- SwitchBot: SwitchBot makes small Bluetooth/wifi buttons, curtain robots, and hub devices that trigger smart home routines. It is the most direct competitor to Flic in the physical-controller-plus-hub category, with overlapping Matter/HomeKit/Alexa integration strategies.
- Aeotec: Aeotec manufactures Z-Wave and Matter-compatible smart home sensors, hubs, and wall controllers. Its button and remote products target the same residential automation niche as Flic, with comparable Matter/HOMEKit positioning.
- Shelly: Shelly (Allterco) makes wifi/Bluetooth relay switches, buttons, and sensors with strong Matter and HomeKit support. Its button and wall-switch products overlap directly with Flic Button and Flic Twist in residential control use cases.
- Brilliant: Brilliant makes in-wall smart home control panels with touchscreens and physical controls integrating with Sonos, Hue, and other ecosystems. It overlaps Flic in offering a physical smart home controller targeting mainstream households.
- NodOn: NodOn designs wireless EnOcean and Bluetooth smart buttons, switches, and sensors for residential and commercial automation. It is a direct peer in the wireless-button-plus-hub smart home category serving both consumer and pro-install markets.
- Senic (Busch-Jaeger / ABB): Senic built NUIMO, a physical smart home controller with similar gesture/button philosophy to Flic. It is now part of the ABB/Busch-Jaeger group, making it a relevant historical and category peer for physical-interface smart home control.
Broad incumbents
- Aqara: Aqara (Lumi) manufactures a broad smart home portfolio (sensors, hubs, controllers, cameras) with Matter, HomeKit, and Alexa support. It is a larger incumbent that competes on the same integration-rich hub-plus-accessory proposition as Flic.
- Philips Hue / Signify: Philips Hue ships its own physical dimmer switches and smart buttons that integrate with Flic but also act as a competing control interface for lighting specifically. It is a relevant incumbent peer on the controller-and-ecosystem axis.
- IKEA Trådfri / DIRIGERA: IKEA's smart home line includes Trådfri buttons and the DIRIGERA hub, both of which integrate with Flic but also serve as a competing low-cost physical-control + hub ecosystem in the same mass-market residential segment.
Emerging players
- Eve Systems: Eve makes HomeKit- and Matter-compatible smart home sensors, controllers, and switches. It overlaps Flic on Apple-centric interoperability and residential control use cases, but with a narrower product line focused on energy, security, and air quality.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Flic social profiles
Digital presenceFlic financial estimates
Financial estimateRevenue estimate
Valuation estimate
Flic leadership team
Management profileNumber of profiles
Profiles3 records
Flic funding detail
Funding detailFunding overview
Funding rounds7 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Flic 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 Flic
What does Flic do?
Flic (Shortcut Labs AB) designs, manufactures, and sells wireless Bluetooth smart buttons, smart dials, dual-button remotes, and smart home hubs that provide physical shortcuts to control smart home devices, music, lighting, and digital services. The products integrate with over 1,000 third-party smart home ecosystems including Matter, Apple HomeKit, Alexa, Philips Hue, and Sonos. The company also offers enterprise/business solutions including SDKs, MQTT integrations, cloud buttons, and device management platforms for vertical deployments in healthcare, hospitality, and lone worker safety.
Is Flic a public or private company?
Flic is a private company. It is classified as venture growth investor backed and is currently operating.
When was Flic founded?
Flic was founded in 2020. It employs 11 to 50 people.
Where is Flic based?
Flic is headquartered in Stockholm, Sweden, in the Europe region.
How does Flic make money?
Two revenue lines are on record. Hardware Product Sales are the primary driver. The others are bundle and Kit Sales.
Who are Flic's main competitors?
Direct peers on record are SwitchBot, Aeotec, Shelly, Brilliant, NodOn and Senic (Busch-Jaeger / ABB). Broad incumbents are Aqara, Philips Hue / Signify and IKEA Trådfri / DIRIGERA. Eve Systems is listed as an emerging player.
Does Flic have an API?
No public API is recorded for Flic.
What industry is Flic in?
Flic's product category is Smart Home Automation Hardware. Its primary akta.pro industry code is CRACAGAA, Smart Home Hubs & Controllers Retail, with a secondary code of CRAIAMAA, Smart Home Hubs & Controllers Retail. Its NAICS code is 334512 and its SIC code is 3822.