SoftBank Robotics Holdings
SoftBank Robotics Group is a global Robot Integrator that develops, distributes, and integrates commercial service robots — including Whiz, Servi, Pepper, STEAMA, and FLAMA — across cleaning, delivery, cooking, and security verticals for enterprise customers in 70+ countries.
- Company typePrivate
- Founded2012
- HeadquartersTokyo, Japan
- Headcount101–250
- GTM typeB2B
- OfferingHardware or Manufacturing
What SoftBank Robotics Holdings does
SoftBank Robotics Group Corp. is a privately held Japanese holding company and wholly-owned subsidiary of SoftBank Group Corp., founded in January 2012 and headquartered in Tokyo. The company positions itself as a global "Robot Integrator" (RI), combining proprietary hardware and software (including the Pepper, Whiz, Servi, STEAMA, and FLAMA product lines) with third-party robotics products from Bear Robotics, Keenon, Gaussian, Pudu, and AutoStore to deliver integrated service-robot solutions across cleaning, delivery, cooking, security, logistics, and facilities-management verticals. Operates through 21 regional subsidiaries and offices across 9 countries (Japan, US, UK, Singapore, Korea, Australia, China, UAE, Saudi Arabia), with products deployed in 70+ countries; the group holds the position of world's No. 1 in indoor service robot sales per Grand View Research (April 2022) and 55% market share in the professional autonomous vacuum segment via Whiz.
Revenue is generated through a mix of hardware unit sales (cleaning robots, delivery robots, cooking robots, humanoid robots), software and data subscription services (SoftBank Robotics Connect fleet management, Universal Data Platform), managed services (Smart Building X / SBX for Fortune 100 facilities clients), proprietary food products (TAKUMEN-branded frozen noodles for STEAMA), and professional support services for robot manufacturers. GTM combines direct enterprise sales (targeting senior living REITs, hospitality chains, healthcare systems, airports, and commercial cleaning companies), regional channel partners (RobotLAB in the US, Direct Supply for senior living, Macnica for Japan security, Concorde Security in Singapore), and the SoftBank Robotics Connect online platform for multi-OEM fleet management. The company's expansion strategy is increasingly services-led, evidenced by the 2026 acquisition of Green Clean Commercial to launch SBX in North America, the Matternet drone delivery partnership, and the icetana AI security integration, positioning the group beyond pure hardware distribution into recurring managed-services revenue.
SoftBank Robotics Holdings firmographics
Firmographics- Name
- SoftBank Robotics Holdings
- Legal name
- SoftBank Robotics Group Corp. (株式会社SoftBank Robotics Group)
- Website
- https://softbankrobotics.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- SoftBank Robotics Group is a global Robot Integrator that develops, distributes, and integrates commercial service robots — including Whiz, Servi, Pepper, STEAMA, and FLAMA — across cleaning, delivery, cooking, and security verticals for enterprise customers in 70+ countries.
- Ownership category
- akta.pro rank
SoftBank Robotics Holdings industry classification
Industry- Product category
- Commercial Service Robotics
- NAICS
- Commercial and Service Industry Machinery Manufacturing (3333)
- SIC
- Special Industry Machinery, Nec (3559)
- akta.pro primary industry
- Service & Hospitality Robots (HDAAAIAB)
- akta.pro secondary industries
- Smart Cleaning & Domestic Robotics (Robot Vacuums/Mops, Lawn Robots) (HSAPAQAK), Home Security & Patrol Robots (CRACARAF), Industrial & Warehouse Robotics (HDAAAIAA), Robot Software, Autonomy Stacks & Simulation (ROS, digital twins) (HDAAAIAK), Humanoid & General-Purpose Robots (HDAAAIAJ)
Keywords
Where SoftBank Robotics Holdings is headquartered
LocationHeadquarters
- HQ city
- Tokyo
- HQ country
- Japan
- HQ region
- Asia
Offices8 records
Markets served
SoftBank Robotics Holdings business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Technology or R&D, Personnel, Supply Chain, Marketing or Sales, Operations, Infrastructure
Revenue model
- Robot Product Sales: Sale of proprietary and third-party service robots including Whiz cleaning robots, Servi delivery robots, Pepper humanoid robots, and cooking robots (STEAMA, FLAMA, CHEFFY). The company is the world's No. 1 in indoor service robot sales (Grand View Research, 2022) and sells across 70+ countries.
- Software and Data Platform Services: Revenue from SoftBank Robotics Connect platform (heterogeneous robot fleet management), SoftBank Robotics Universal Data Platform, and SBX AI Security subscription services. Supports multi-OEM fleet management across hundreds of units for enterprise customers.
- AI-Driven Facilities Management (SBX): Smart Building X (SBX) platform combines human labor with automated cleaning equipment and robotics to deliver data-driven facilities management services for commercial environments in North America, including Fortune 100 clients.
- Food Products — TAKUMEN Branded Frozen Noodles: Sale of proprietary branded frozen noodle products ('ぱっと旨っ宅麺') developed for the STEAMA cooking robot platform, including Tomita tonkotsu ramen and Hare niboshi soy ramen. Sold at 7-Eleven stores in Saitama and Osaka.
- Robot Support Services: Comprehensive support services for robot developers and manufacturers covering planning, development, mass production, quality control, and maintenance/support. Part of the Robot Integrator (RI) strategy offering.
- Autonomous Drone Delivery Integration: Partnership with Matternet for last-mile autonomous drone delivery integration across the U.S. and key markets. SoftBank Robotics America serves as Physical AI Integrator, combining Matternet's drone platform with global commercialization capability.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Multi-year contract | STEAMA — Steam Cooking Robot |
| Professional services/ project-based | Multi-year contract | Smart Building X (SBX) — AI-Driven Facilities Management |
| Unit Pricing | Pay-as-you-go | STEAMA Frozen Noodle Products (ぱっと旨っ宅麺) |
Go-to-market motion6 records
Distribution channels8 records
Marketing channels6 records
SoftBank Robotics Holdings product offering
Product offeringCore offering
SoftBank Robotics Holdings designs, manufactures, and integrates commercial service robots across cleaning (Whiz, Scrubber 50 Pro), food delivery (Servi, Keenon, KettyBot), cooking (STEAMA, FLAMA, CHEFFY), security (S1), and humanoid (Pepper) verticals. Operating as a "Robot Integrator" (RI), the company combines proprietary robots, a Universal Data Platform, multi-OEM fleet management software (SoftBank Robotics Connect), and AI security solutions into integrated deployments for enterprise customers in senior living, hospitality, food service, manufacturing/logistics, healthcare, and facilities management.
Product overview
SoftBank Robotics Holdings offers a comprehensive portfolio of commercial service robots organized into several product lines: delivery robots (Servi, Keenon, KettyBot, BellaBot, PuduBot, Delivery X1), cleaning robots (Whiz, PUDU series, Scrubber 50 Pro), cooking robots (FLAMA, STEAMA, CHEFFY, BOTINKIT), security robots (S1), and material handling solutions (AutoStore, BALYO, LSROBOT, TUSKROBOTS). The company operates as a platform-plus-modules provider through its SBX AI robot integrated facility management service that manages heterogeneous robot fleets, along with partnerships for autonomous forklifts and warehouse automation systems.
Differentiator
Problem solved
Functional benefit
Brands
- Pepper: World's first emotion recognition personal humanoid robot launched June 5, 2014. Used in commercial, educational, and care facilities globally. Brand protected through trademarks and design rights across multiple countries.
- Whiz
- Servi
- STEAMA
- FLAMA
- SBX (Smart Building X)
- SoftBank Robotics Connect
Products and services
- Pepper / Pepper+ Humanoid Robot
- Whiz / Whiz i Autonomous Cleaning Robot
- Servi Tray Delivery Robot
- Keenon Delivery Robots (T5, T8, T9)
- Scrubber 50 Pro Floor Scrubbing Robot
- STEAMA Steam Cooking Robot
- FLAMA Flame Cooking Robot
- CHEFFY Automated Cooking Robot
- S1 AI Security Robot
- SoftBank Robotics Connect Fleet Management Platform
- SBX AI Security Powered by ICETANA AI
- Smart Building X (SBX) AI-Driven Facilities Management
- AutoStore Automated Warehouse System
Quantifiable outcome
- Over 2,000,000 square feet of carpet vacuumed over 15-week period (Sabra REIT pilot)
- +9 more outcomes
Companies that use SoftBank Robotics Holdings
Customer profileNamed customers10 records
Segments8 records
Ideal customer profiles6 records
SoftBank Robotics Holdings technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
SoftBank Robotics Holdings partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered core, major and minor.
- icetana AI (ASX: ICE)coreSoftBank Robotics Group expanded its strategic partnership with icetana AI into the Americas through SoftBank Robotics America as the fifth regional distribution agreement. icetana AI provides AI-powered video analytics for security anomaly detection. The partnership grants SoftBank Robotics access to the U.S. security technology market through SoftBank Robotics' global sales network. Previously established in Japan/Australia-NZ, Asia-Pacific, and UAE/Saudi Arabia regions.
- MatternetcoreStrategic partnership announced April 2026 for autonomous drone delivery in the U.S. and key markets. SoftBank Robotics America serves as Physical AI Integrator combining Matternet's M2 drone platform with its global commercialization capability. Matternet holds FAA Type Certification and Production Certification. Partnership addresses last-mile delivery challenges including labor shortages, rising costs, urban congestion, and speed expectations.
- Green Clean CommercialcoreAcquisition of Green Clean Commercial, a facilities services provider founded in 2008, to launch Smart Building X (SBX) in North America. Green Clean Commercial serves as the operational engine within SBX, transitioning from traditional janitorial services to AI-driven services performance partner for Fortune 100 clients.
- RobotLABmajorRobotLAB serves as nationwide distribution partner for SoftBank Robotics cleaning robots in the U.S. Provides installation, training, and financing options with claimed 1-3 month ROI for autonomous cleaning robot deployments across hotels, healthcare, restaurants, offices, retail, and warehouses.
- R.S. Co., Ltd. (アール・エス・シー / RSC)majorCapital and business partnership established November 2025. SoftBank Robotics acquired 5.89% equity stake (180,000 shares) in RSC, becoming the third largest shareholder. Joint development of AI robot remote security services. RSC to procure SBX AI Security and cleaning robots from SoftBank Robotics for deployment across RSC's managed facilities. JV company AI Remote Security established March 2026.
- icetana AI LimitedcoreStrategic partnership for AI security solutions. SoftBank Robotics Singapore invested 1.87 million AUD (approximately ¥170 million) for 17.6% equity stake in icetana AI. SoftBank Robotics Corp. acquired exclusive domestic sales rights for icetana AI solutions in Japan. Joint R&D for 3 years planned. The ICETANA AI-SmartBX Security product was launched.
- Direct SupplycoreStrategic partnership announced March 2025, expanded in May 2026 to enterprise-scale deployment of autonomous floor care robots across senior living communities in the U.S. Nearly 100 communities using 100+ autonomous floor care robots daily. Direct Supply is the largest U.S. senior living technology and procurement partner, powering 30,000+ buildings. The partnership combines Direct Supply's customer relationships with SoftBank Robotics America's deployment and optimization programs.
- Concorde SecuritymajorStrategic partnership with Singapore-based Concorde Security to jointly develop an AI-driven total facility management platform. Combines SoftBank Robotics' robotics technology with Concorde's patented security solutions including its Cluster Mobile Command Center. SoftBank Robotics Group will deploy Concorde's solutions globally, representing significant expansion opportunity for Concorde.
- Yo-Kai Express Inc.majorSoftBank Robotics assumed Yo-Kai Express's domestic Japanese sales business for automated cooking robots, rebranding as 'CHEFFY.' Yo-Kai Express is a Silicon Valley food tech venture offering automated ramen cooking solutions. SoftBank Robotics provides ongoing partnership for technology and service innovation in the food service industry.
- Gourmet X Corporation (グルメエックス)majorSoftBank Robotics Group acquired Gourmet X as a subsidiary in December 2023. Gourmet X develops the 'ぱっと旨っ宅麺' frozen noodle brand and cooking recipes exclusively for the STEAMA robot platform. Gourmet X develops and supplies food products for SoftBank Robotics' FOOD DX initiative.
- Hestia Technology LimitedmajorFLAMA cooking robot based on Hestia Technology's 'Multicooker' platform, combined with SoftBank Robotics' FOOD DX expertise. FLAMA automates the full cooking process from ingredient addition to cleaning. Hestia exhibits FLAMA at the National Restaurant Association Show 2026 alongside SoftBank Robotics.
- Keenon RoboticsmajorGlobal partnership for Keenon delivery robots including Keenbot T5, Keenbot T8, and Keenon T9. Keenon robots added to SoftBank Robotics' delivery robot lineup alongside Servi for deployment in restaurants, hotels, and retail across 70+ countries.
- Gaussian RoboticsmajorGlobal partnership for Gaussian Robotics floor cleaning robots including Scrubber 50 Pro. SoftBank Robotics distributes Gaussian Robotics products globally as part of its professional cleaning robot portfolio, achieving world No. 1 market position in indoor service robots.
- AutoStoremajorGlobal distribution partnership with AutoStore for high-density automated warehouse systems. SoftBank Robotics provides logistics automation solutions consulting and AutoStore system deployment as part of its logistics automation initiative launched September 2022. Joint seminar hosted with AutoStore System and GROUND in June 2026.
- IRIS Robotics (アイリスロボティクス)majorJoint venture with Iris Ohyama (51%) and SoftBank Robotics Group (49%), established February 1, 2021. Capital: ¥10 million. Develops, manufactures, and distributes service robots including Whiz i Iris Edition, Servi Iris Edition, and other cleaning/delivery robots. Also provides robot operational consulting and dispatch of robot operators.
- Bear RoboticscoreStrategic partnership to co-develop and launch Servi tray delivery robot. Bear Robotics provides AI-powered robot technology; SoftBank Robotics provides commercialization, distribution, and brand. Servi deployed in restaurants, hotels, and retail. Bear Robotics booth hosts STEAMA/FLAMA demonstration at National Restaurant Association Show 2026. Joint development and co-marketing of food service robotics globally.
- Haier Group (ハイアール)minorStrategic partnership for service robot deployment in Haier's smart home and smart store initiatives in China. Joint development of Pepper robots integrated with Haier's U+OS platform for IoT-connected appliance environments.
Scale indicators11 records
Recent moves12 records
Expansion highlights7 records
SoftBank Robotics Holdings competitors and assessment
Company assessmentDirect peers
- Bear Robotics: Co-developer of SoftBank's Servi delivery robot and direct competitor in restaurant tray-delivery robots globally; both exhibit at NRA Show 2026 and pursue the same QSR and hospitality customers.
- AutoStore: Global distribution partner with SBRG for high-density automated warehouse systems; competes in warehouse automation alongside SBRG's AMR/material handling portfolio (BALYO, LSROBOT).
- Keenon Robotics: Global channel partner of SBRG and direct competitor in delivery robots; Keenon T5, T8, and T9 compete in restaurants, hotels, and retail in 70+ countries.
- Pudu Robotics: Chinese service robot maker (BellaBot, KettyBot, PuduBot 2) competing directly with SoftBank's delivery and cleaning portfolio across global hospitality, food service, and retail customers.
- Gaussian Robotics (Gausium): Manufacturer of the Scrubber 50 Pro distributed by SBRG globally and direct competitor in autonomous floor scrubbing; recently granted SBRG Platinum Service Elite certification while also selling direct.
Broad incumbents
- ABB Robotics: Global industrial and collaborative robotics incumbent listed alongside SBRG as a key AI robots market participant; broader portfolio with overlap in autonomous mobile robots for logistics and manufacturing.
- KUKA: Joint-venture partner via SmartBX Co., Ltd. and broad industrial robotics incumbent; broader portfolio of industrial arms, AMRs, and integrated factory automation competes at the facilities-automation level.
- FANUC: Industrial robotics incumbent named alongside SBRG as a key AI robots market participant; competes at the industrial automation level while SBRG focuses on service and humanoid robots.
- Boston Dynamics: Broad robotics incumbent listed alongside SBRG as a key AI robots market participant; competes in commercial mobile robots (Stretch) and humanoids — directly adjacent to Pepper/Pepper+.
Others
- RobotLAB: U.S. distribution, integration, and financing partner for SoftBank Robotics cleaning robots; comparable as a U.S. robot integrator competing for similar commercial cleaning deployments (hotels, healthcare, warehouses).
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
SoftBank Robotics Holdings social profiles
Digital presenceSoftBank Robotics Holdings compliance and trust
Trust signalCompliance3 records
SoftBank Robotics Holdings financial estimates
Financial estimateRevenue estimate
Valuation estimate
SoftBank Robotics Holdings leadership team
Management profileNumber of profiles
Profiles20 records
SoftBank Robotics Holdings subsidiaries and ownership
Company hierarchySubsidiaries14 records
SoftBank Robotics Holdings funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SoftBank Robotics Holdings M&A and investment
M&A and investmentM&A1 record
Investments3 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SoftBank Robotics Holdings
What does SoftBank Robotics Holdings do?
SoftBank Robotics Holdings designs, manufactures, and integrates commercial service robots across cleaning (Whiz, Scrubber 50 Pro), food delivery (Servi, Keenon, KettyBot), cooking (STEAMA, FLAMA, CHEFFY), security (S1), and humanoid (Pepper) verticals. Operating as a "Robot Integrator" (RI), the company combines proprietary robots, a Universal Data Platform, multi-OEM fleet management software (SoftBank Robotics Connect), and AI security solutions into integrated deployments for enterprise customers in senior living, hospitality, food service, manufacturing/logistics, healthcare, and facilities management.
Is SoftBank Robotics Holdings a public or private company?
SoftBank Robotics Holdings is a private company. It is classified as corporate owned and is currently operating.
When was SoftBank Robotics Holdings founded?
SoftBank Robotics Holdings was founded in 2012. It employs 101 to 250 people.
Where is SoftBank Robotics Holdings based?
SoftBank Robotics Holdings is headquartered in Tokyo, Japan, in the Asia region.
How does SoftBank Robotics Holdings make money?
Six revenue lines are on record. Robot Product Sales are the primary driver. The others are software and Data Platform Services, AI-Driven Facilities Management (SBX), food Products — TAKUMEN Branded Frozen Noodles, robot Support Services and autonomous Drone Delivery Integration.
Who are SoftBank Robotics Holdings's main competitors?
Direct peers on record are Bear Robotics, AutoStore, Keenon Robotics, Pudu Robotics and Gaussian Robotics (Gausium). Broad incumbents are ABB Robotics, KUKA, FANUC and Boston Dynamics. RobotLAB is listed as an others.
Does SoftBank Robotics Holdings have an API?
Yes. SDK available for Pepper and NAO robots supporting development of custom applications.
What industry is SoftBank Robotics Holdings in?
SoftBank Robotics Holdings's product category is Commercial Service Robotics. Its primary akta.pro industry code is HDAAAIAB, Service & Hospitality Robots, with a secondary code of HSAPAQAK, Smart Cleaning & Domestic Robotics (Robot Vacuums/Mops, Lawn Robots). Its NAICS code is 3333 and its SIC code is 3559.