Wink
Wink (Wink Labs Inc) is a consumer smart home platform that unifies 40+ third-party device brands through its Wink Hub 2 hardware and mobile app, serving individual homeowners and renters seeking single-app control and cross-brand automation of their connected devices.
- Company typePrivate
- Founded2013
- HeadquartersMountain View, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Wink does
Wink (legally Wink Labs Inc) is a consumer smart home platform that unifies devices from multiple manufacturers under a single mobile app and central hardware hub. The platform's core technology is the Wink Hub 2, a multi-protocol bridge (Zigbee, Z-Wave, Kidde, Wi-Fi, and proprietary protocols) that pairs with a mobile application for iOS and Android. On top of the hub-and-app stack, Wink offers two software-defined differentiators: Robots, a rule-based automation engine that lets users define device-to-device triggers (e.g., unlocking a Kwikset deadbolt turns on lights and HVAC), and Shortcuts, one-swipe multi-device scene controls. The platform integrates 40+ third-party brands including Nest, Philips Hue, Honeywell, Chamberlain, Schlage, Ecobee, Ring, Sonos, Lutron, and Leviton, providing brand-agnostic interoperability that competitors would need sustained engineering to replicate.
Wink's go-to-market is direct-to-consumer and product-led: customers discover and purchase Wink Hub 2 and integrated devices through wink.com, the Amazon marketplace, and Apple/Google app stores. Marketing is primarily organic — content blog (blog.wink.com), social channels (Facebook, Twitter/X, Instagram, Vimeo), and app store listings. Wink also exposes a public Wink API v2 (docs.winkapiv2.apiary.io) for third-party developer integrations. The customer base is individual homeowners and renters seeking to consolidate fragmented smart home device control, a horizontal persona rather than enterprise or vertical-specific. Distribution is U.S.-ground-shipping-anchored, with global app reach.
The business model combines one-time hardware sales (Wink Hub 2 plus third-party branded smart home devices resold at promotional prices, e.g., $24.99 GE Link Starter Kit) with a recurring Wink Subscription tier that unlocks cloud control and advanced automations. Subscription pricing is gated behind account creation and not publicly disclosed. The company is privately held, headquartered in Mountain View, CA, with 51–100 employees and a single disclosed funding event from de Anda Capital in 2015. Leadership includes CEO Purvi Dhulla. The company is operational with an active website and mobile app presence.
Wink firmographics
Firmographics- Name
- Wink
- Legal name
- Wink Labs Inc
- Website
- https://Wink.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Wink (Wink Labs Inc) is a consumer smart home platform that unifies 40+ third-party device brands through its Wink Hub 2 hardware and mobile app, serving individual homeowners and renters seeking single-app control and cross-brand automation of their connected devices.
- Ownership category
- akta.pro rank
Wink industry classification
Industry- Product category
- Smart Home Hub
- NAICS
- Electric Lighting Equipment Manufacturing (3351), Electric Lighting Equipment Manufacturing (33513)
- SIC
- Electric Lighting & Wiring Equipment (3640)
- akta.pro primary industry
- Smart Lighting & Dimming Control Installation (HSAHADAB)
- akta.pro secondary industry
- Lighting Controls & Smart Lighting Systems (BPABAGAC)
Keywords
Where Wink is headquartered
LocationHeadquarters
- HQ city
- Mountain View
- HQ country
- United States
- HQ region
- North America
Markets served
Wink business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Technology or R&D, Supply Chain, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Hardware Sales: Wink generates revenue from selling proprietary hardware including the Wink Hub 2 and third-party branded smart home devices (GE Link Starter Kit, Nest Thermostat, Chamberlain MyQ, Schlage deadbolts, Philips Hue kits, etc.) through its own e-commerce storefront.
- Subscription (Wink Subscription): Wink offers a subscription plan providing full access to cloud control and automations. The subscription is offered as an upsell to free users and is required for advanced features such as cloud-based Robots and automation access.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Wink Subscription — cloud control and automations |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
Wink product offering
Product offeringCore offering
Wink sells the Wink Hub 2, a central smart home gateway that bridges multiple wireless protocols, alongside a unified mobile app (iOS/Android) that consolidates control of compatible third-party devices from 40+ brands including Nest, GE, Philips Hue, Honeywell, Chamberlain, Schlage, and Kwikset. The platform includes the Wink Robots automation engine for cross-device triggers and Wink Shortcuts for one-swipe multi-device scenes, and monetizes cloud access and advanced automations through a Wink Subscription tier.
Product overview
Wink is a unified smart home platform that connects and controls devices from multiple brands through a central hub (Wink Hub 2) and mobile application. The platform integrates devices across lighting, power, and security categories, enabling users to monitor and manage their connected home from a single app. Key features include Wink Robots (in-app automation for device-to-device communication) and Wink Shortcuts (one-touch control of multiple devices). Wink operates on a subscription model, with a free tier and paid subscription providing cloud control and advanced automations. The platform supports an extensive ecosystem of third-party devices including Nest, Philips Hue, Chamberlain, Schlage, GE, Ring, Sonos, and over 40 other smart home brands.
Differentiator
Problem solved
Functional benefit
Products and services
- Wink Hub 2 Central smart home hub hardware that bridges multiple wireless protocols (Zigbee, Z-Wave, Kidde, and proprietary protocols plus Wi-Fi) to connect and control compatible smart home devices through the Wink platform and mobile app. Sold directly to consumers via wink.com.
- Wink Subscription Recurring monthly subscription service providing Wink users with full access to cloud control and advanced automation features (including cloud-based Robots) beyond the free tier. Pricing is not publicly disclosed and requires account creation on subscription.wink.com.
- GE Link Starter Kit Curated starter kit containing GE Link smart bulbs and required components sold through Wink's storefront to help consumers begin building a connected smart home system. Promoted at $24.99 (50% savings) with free U.S. ground shipping.
- Nest Learning Thermostat Smart thermostat sold through Wink's storefront and integrated into the Wink platform, enabling temperature control and climate automation within the connected home ecosystem.
- Chamberlain MyQ Garage Door Opener Smart garage door opener integration sold through Wink that enables remote monitoring and control of garage doors through the Wink platform and app.
- Schlage Connect Camelot Touchscreen Deadbolt Smart deadbolt sold through Wink that provides keyless entry and remote lock/unlock capabilities, integrated with the Wink platform for security and access automation.
- Philips Hue Lighting Starter Kit Smart lighting starter kit sold through Wink that enables connected home lighting control and integration with the Wink Robots automation engine.
Companies that use Wink
Customer profileSegments1 record
Ideal customer profiles1 record
Wink technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration17 records
Feature5 records
Wink partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core.
- Nest (Google Nest)coreNest smart home devices (Nest Learning Thermostat, Nest Cams, etc.) are integrated with the Wink platform, allowing Wink app users to monitor and control Nest devices alongside other compatible brands through the unified Wink app and automation engine.
- GEcoreGE smart home devices including the GE Link Starter Kit are sold through Wink's platform and integrated into the Wink app. Wink offers exclusive promotional pricing on GE Link products (e.g., $24.99 starter kit).
- Philips (Philips Hue)corePhilips Hue smart lighting products are integrated with the Wink platform, allowing users to control Philips Hue lights alongside other smart home devices through the Wink app and automate lighting via Robots.
- HoneywellcoreHoneywell smart home devices (thermostats, security products) are compatible with the Wink platform, enabling unified control and automation of Honeywell devices through the Wink app.
- Chamberlain (MyQ)coreChamberlain MyQ Garage Door Opener is sold through Wink and integrated into the Wink app, enabling users to monitor and control their garage door alongside other smart home devices.
- SchlagecoreSchlage smart locks (Schlage Connect Camelot Touchscreen Deadbolt) are sold through Wink and integrated into the Wink app, enabling remote lock/unlock and integration with other smart home automations.
- KwiksetcoreKwikset SmartCode Deadbolts are integrated with Wink, enabling smart lock functionality and automation triggers — for example, unlocking the front door can trigger lights and HVAC to turn on via Wink Robots.
- EcobeecoreEcobee smart thermostats are integrated with the Wink platform, allowing users to control climate devices alongside other smart home products through the unified Wink app.
- RingcoreRing smart doorbells and security cameras are compatible with Wink, enabling users to view and control Ring devices alongside other smart home devices in the Wink app ecosystem.
- SonoscoreSonos smart speakers are integrated with Wink, allowing audio control alongside other smart home devices in the unified app and enabling automations triggered by other smart home events.
- LutroncoreLutron smart lighting and shading products are integrated with Wink, enabling lighting control and automation within the broader Wink smart home ecosystem.
- LevitoncoreLeviton smart switches and dimmers are integrated with Wink, enabling smart lighting control and integration with other smart home devices through the Wink app.
- Amazon (Alexa / Amazon.com)coreWink-compatible devices are sold through Amazon.com, and the Wink platform supports Amazon Alexa voice integration for smart home control. Wink app is also available on Amazon platforms.
- Apple (iOS App Store)coreWink distributes its mobile app through the Apple iOS App Store, making the Wink app available for download on iPhone and iPad devices.
- Google (Android / Google Play)coreWink distributes its mobile app through Google Play Store for Android devices, and the Wink platform supports Google Home/Nest integration for voice control and smart home management.
- Quirky (Quirky+GE)coreWink originated as a Quirky+GE joint venture. Quirky and GE co-developed Wink's smart home platform. The relationship includes GE Link products and Quirky-branded smart home devices integrated into the Wink ecosystem.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Wink competitors and assessment
Company assessmentDirect peers
- Samsung SmartThings: Samsung SmartThings is a direct smart home hub competitor offering a multi-protocol hub and unified app that integrates hundreds of third-party devices with automation rules — the closest functional analog to Wink's Hub 2 + Robots model.
- Hubitat Elevation: Hubitat Elevation is a local-processing smart home hub targeting power users with broad device compatibility and rule-based automation, directly competing with Wink on brand-agnostic interoperability and advanced automation.
Broad incumbents
- Google Home / Google Nest: Google's smart home platform bundles free hub functionality with Google Assistant and integrates Nest devices; it competes with Wink on unified control but as part of a much broader consumer ecosystem rather than a standalone hub.
- Amazon Alexa (Echo with built-in hub): Amazon Alexa and Echo devices now include built-in Zigbee hubs and free smart home control, positioning Amazon as a broad incumbent competitor to Wink with deeper capital and distribution.
- Apple HomeKit: Apple HomeKit provides unified smart home control across HomeKit-certified devices via the Apple Home app, serving as a broad incumbent alternative to Wink especially within the iOS user base.
- Vivint Smart Home: Vivint offers an integrated smart home service combining professional installation with a proprietary hub and app; competes with Wink for whole-home control but with a more service-led, professionally-installed model.
Emerging players
- Home Assistant: Home Assistant is an open-source smart home platform emphasizing local control and broad device integration; it overlaps with Wink's brand-agnostic interoperability positioning but targets technical DIY users.
- Brilliant Smart Home Control: Brilliant offers in-wall smart home control panels that unify devices from multiple brands; it intersects with Wink on multi-brand unified control but focuses on touchscreen in-wall interfaces rather than a mobile-first hub.
- Abode Systems: Abode offers a DIY smart home security and automation hub with broad device compatibility and optional professional monitoring; it overlaps with Wink on brand-agnostic hub-based control with a heavier security lean.
- SimpliSafe: SimpliSafe provides DIY home security with smart home integrations and an optional subscription; it competes with Wink for the consumer's whole-home control wallet but with security as the anchor category.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Wink social profiles
Digital presenceWink financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wink leadership team
Management profileNumber of profiles
Profiles1 record
Wink funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wink 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 Wink
What does Wink do?
Wink sells the Wink Hub 2, a central smart home gateway that bridges multiple wireless protocols, alongside a unified mobile app (iOS/Android) that consolidates control of compatible third-party devices from 40+ brands including Nest, GE, Philips Hue, Honeywell, Chamberlain, Schlage, and Kwikset. The platform includes the Wink Robots automation engine for cross-device triggers and Wink Shortcuts for one-swipe multi-device scenes, and monetizes cloud access and advanced automations through a Wink Subscription tier.
Is Wink a public or private company?
Wink is a private company. It is classified as unknown and is currently operating.
When was Wink founded?
Wink was founded in 2013. It employs 51 to 100 people.
Where is Wink based?
Wink is headquartered in Mountain View, United States, in the North America region.
How does Wink make money?
Two revenue lines are on record. Hardware Sales are the primary driver. The others are subscription (Wink Subscription).
Who are Wink's main competitors?
Direct peers on record are Samsung SmartThings and Hubitat Elevation. Broad incumbents are Google Home / Google Nest, Amazon Alexa (Echo with built-in hub), Apple HomeKit and Vivint Smart Home. Emerging players are Home Assistant, Brilliant Smart Home Control, Abode Systems and SimpliSafe.
Does Wink have an API?
Yes. Wink offers a public API (Wink API v2) that allows developers to build applications that interact with Wink-connected smart home devices. The API documentation is available via the developer portal at http://docs.winkapiv2.apiary.io/. Developer documentation is at docs.winkapiv2.apiary.io.
What industry is Wink in?
Wink's product category is Smart Home Hub. Its primary akta.pro industry code is HSAHADAB, Smart Lighting & Dimming Control Installation, with a secondary code of BPABAGAC, Lighting Controls & Smart Lighting Systems. Its NAICS code is 3351 and its SIC code is 3640.