Hubitat
Hubitat is a Scottsdale, Arizona-based hardware company that develops the Hubitat Elevation smart home hub, which executes automations locally rather than in the cloud and supports over 1,000 devices across Z-Wave, Zigbee, Matter, Wi-Fi, and Bluetooth for privacy-focused residential consumers.
- Company typePrivate
- Founded2016
- HeadquartersPrudhoe Bay, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Hubitat does
Hubitat, Inc. is a privately held Delaware corporation founded in 2016 and headquartered in Scottsdale, Arizona, that designs, sells, and supports the Hubitat Elevation smart home hub. The product is a hardware gateway that executes home automations locally on the device rather than in the cloud, supporting Z-Wave, Zigbee, Matter, Wi-Fi, and Bluetooth protocols and compatible with over 1,000 devices from 100+ brands including Amazon, Google, Lutron, and Philips Hue. The platform bundles built-in automation tools (Rule Machine, Basic Rules), dashboard apps (Easy Dashboard, Hubitat Dashboard), and a Groovy-based developer environment for custom apps and drivers, with documented APIs spanning EventStream, WebSocket, MQTT, Telnet, and HTTP.
The company sells primarily direct-to-consumer through hubitat.com, the Amazon Marketplace, iOS and Android app stores, and authorized resellers, targeting privacy-conscious smart home enthusiasts and DIY users who prioritize local control over cloud-dependent alternatives such as SmartThings. Revenue is generated through one-time hardware sales across multiple hub generations (C-5, C-7, C-8, and the flagship C-8 Pro) plus optional recurring subscription services — Hub Protect, Cloud Backup, and Remote Admin — billed monthly or annually. Customer acquisition is community-led via an active user forum, YouTube tutorials, comprehensive developer documentation, social channels, and earned media coverage in outlets including CNET, HowToGeek, the Associated Press, Yahoo, and Fox News.
Hubitat operates as a bootstrapped company with 11–50 employees, no disclosed institutional funding, and no parent company; leadership comprises CEO Greg Toth with co-founders Chuck Schwer and Bruce Ravenel (who also serves as Chairman). The company maintains an open developer platform with active community contributions and integrates natively with major smart home ecosystems (Google Home, Amazon Alexa, Apple Home via Matter, Lutron, Philips Hue) while preserving its core value proposition of local processing, privacy, and reliability.
Hubitat firmographics
Firmographics- Name
- Hubitat
- Legal name
- Hubitat, Inc.
- Website
- https://hubitat.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Hubitat is a Scottsdale, Arizona-based hardware company that develops the Hubitat Elevation smart home hub, which executes automations locally rather than in the cloud and supports over 1,000 devices across Z-Wave, Zigbee, Matter, Wi-Fi, and Bluetooth for privacy-focused residential consumers.
- Ownership category
- akta.pro rank
Hubitat industry classification
Industry- Product category
- Smart Home Hubs
- NAICS
- Automatic Environmental Control Manufacturing for Residential, Commercial, and Appliance Use (334512)
- SIC
- Auto Controls For Regulating Residential & Comml Environments (3822), Computer Communications Equipment (3576)
- akta.pro primary industry
- Smart Home Hubs & Controllers Retail (CRACAGAA)
- akta.pro secondary industries
- Smart Home Hubs & Home Gateways (IoT Edge) (HDAFAIAL), Smart Home Hubs, Controllers & Voice Assistants (HSAPAQAA), Smart Appliance & Energy Management Integration (HSAHADAG)
Keywords
Where Hubitat is headquartered
LocationHeadquarters
- HQ city
- Prudhoe Bay
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Hubitat business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Technology or R&D, Personnel, Operations, Infrastructure, Marketing or Sales
Revenue model
- Hardware Hub Sales: Hubitat generates primary revenue from selling its Hubitat Elevation hub hardware. Current models include C-8 Pro (most advanced), C-8, C-7, and C-5, with varying specs and price points.
- Subscription Services: Optional Hubitat subscription services including Hub Protect (extended warranty and hosted backup), Cloud Backup (hosted backup), and Remote Admin (easy remote access to admin interface). Subscriptions available on monthly or yearly basis with automatic renewal.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Subscription Services - Optional add-ons |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
Hubitat product offering
Product offeringCore offering
Hubitat designs and sells the Hubitat Elevation line of smart home automation hubs (current models C-8 Pro, C-8, C-7, C-5) that execute automations locally on the device rather than in the cloud, supporting Z-Wave, Zigbee, Matter, Wi-Fi, and Bluetooth protocols across 1,000+ devices from 100+ brands. The company also offers companion iOS and Android mobile apps and optional subscription services (Hub Protect, Cloud Backup, Remote Admin) for backup and remote administration.
Product overview
Hubitat offers the Hubitat Elevation platform as its core home automation product, a hardware hub with local processing architecture that eliminates cloud dependency. The main hardware product is the Hubitat Elevation Model C-8 Pro, featuring enhanced processing power and extended wireless range. The platform includes built-in automation apps (Rule Machine, Basic Rules), dashboard solutions (Easy Dashboard, Hubitat Dashboard), and native integrations with major smart home ecosystems (Google Home, Amazon Alexa, Apple HomeKit). Additional services include subscription offerings for backup (Hub Protect, Cloud Backup) and remote access (Remote Admin). The platform supports extensive device protocols including Zigbee, Z-Wave, Matter, and various LAN/cloud devices, with comprehensive developer documentation for building custom apps and drivers.
Differentiator
Problem solved
Functional benefit
Products and services
- Hubitat Elevation Model C-8 Pro Flagship smart home automation hub from Hubitat with a faster CPU and double the RAM of the C-8, processing automations locally for superior speed, reliability, and privacy, and compatible with over 1,000 smart devices from 100+ brands.
- Hubitat Elevation Hub Line (C-8, C-7, C-5) Current and prior generations of the Hubitat Elevation local-processing smart home hub (C-8, C-7, C-5), supporting Z-Wave, Zigbee, Matter, Wi-Fi, and Bluetooth devices with local automation execution.
- Hubitat Mobile App iOS and Android application that lets users control Hubitat Elevation devices, receive push notifications, and trigger geofence-based automations from anywhere.
- Hub Protect Optional subscription that combines an extended warranty with a hosted backup service for Hubitat Elevation hub data and configuration.
- Cloud Backup Optional subscription that provides hosted off-site backup of Hubitat Elevation hub data and configuration.
- Remote Admin Optional subscription providing secure remote access to the Hubitat Elevation hub's administration interface from outside the local network.
Quantifiable outcome
- Supports over 1,000 smart devices from 100+ brands
- +2 more outcomes
Companies that use Hubitat
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles3 records
Hubitat technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration14 records
Feature6 records
Hubitat partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core.
- Google (Google Home)coreHubitat integrates with Google Home, allowing users to control switches, dimmers, thermostats, and bulbs joined to Hubitat Elevation through Google Assistant or the Google Home app. Supports voice control and room assignment through Google Home ecosystem.
- Amazon (Alexa/Echo)coreHubitat works with Amazon Alexa through the Hubitat Alexa Skill, enabling voice control of switches, dimmers, door locks, fan controllers, garage door controllers, shade controllers, thermostats, and sensors. Supports device discovery and control through Echo devices.
- LutroncoreHubitat integrates with Lutron Caséta and RA2 systems through a dedicated integration app, allowing control of Lutron devices from the Hubitat platform.
- Philips HuecoreHubitat integrates with Philips Hue Bridge through a dedicated integration app, exposing Hue devices for control within the Hubitat ecosystem. The Hue Bridge also acts as a Matter bridge for connected devices.
- Matter StandardcoreHubitat Elevation is a Matter controller supporting Matter devices via Wi-Fi and Thread. Supports Multi-Admin/Multi-Fabric pairing, allowing devices to be shared across Hubitat and other Matter platforms like Apple Home, Amazon Alexa, and Google Home.
- Z-Wave AlliancecoreHubitat supports Z-Wave and Z-Wave Plus devices including Z-Wave LR (Long Range). Z-Wave operates at 865.4 MHz to 926.3 MHz depending on region, supporting up to 232 devices per network with up to 4 hops.
- Zigbee AlliancecoreHubitat supports Zigbee devices including ZHA 1.2 and Zigbee 3.0. External antennas improve Zigbee range. Zigbee operates on 2.4 GHz spectrum.
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
Hubitat competitors and assessment
Company assessmentDirect peers
- Vera Control (Ezlo): Vera/Ezlo offers Z-Wave/Zigbee hubs and the MiOS mesh platform aimed at DIY and integrator channels. Competes in the same multi-protocol consumer/prosumer hub category as Hubitat.
- Aqara: Aqara sells consumer smart home hubs (e.g., M3, M2) that support Zigbee, Matter, and Thread with local automation capabilities. Directly competes for the multi-protocol DIY consumer Hubitat serves, with growing brand awareness and a broader first-party device catalog.
- Home Assistant: Open-source home automation platform with a strong local-processing ethos, broad protocol support (Zigbee, Z-Wave, Matter), and active community of tinkerers. Targets the same privacy-focused, technically capable user base as Hubitat and competes directly on the 'local-first' value proposition.
- HomeSeer: HomeSeer sells Z-Wave/Zigbee home automation hubs marketed to DIY enthusiasts and integrators, with a strong local-processing heritage. A direct niche competitor in the enthusiast-hub category Hubitat addresses.
- Universal Devices (ISY): Long-standing provider of local-processing home automation controllers (ISY series) supporting Z-Wave, Zigbee, and INSTEON. Targets the same technically inclined, reliability-focused enthusiast customer as Hubitat.
- Abode Systems: Abode offers DIY smart home security and automation hubs with Z-Wave/Zigbee support and optional professional monitoring. Competes with Hubitat for the prosumer who wants local control plus optional subscription services.
Broad incumbents
- Samsung SmartThings: The dominant cloud-based smart home hub platform owned by Samsung, serving the same DIY consumer persona with Z-Wave/Zigbee/Matter support. Multiple Hubitat customer testimonials explicitly cite migrating from SmartThings due to cloud outages, making it the most directly comparable incumbent.
- Apple HomeKit: Apple's HomeKit platform is the dominant iOS-anchored smart home ecosystem. Hubitat integrates with HomeKit via the HomeKit Integration app and Matter Multi-Admin, while competing for the same privacy-conscious Apple household.
- Google Home / Nest: Google's consumer smart home ecosystem (Nest Hub, Google Home app, Thread border routers) is one of the dominant cloud-mediated platforms Hubitat explicitly differentiates against, while also being a key integration partner.
- Amazon Alexa / Echo: Amazon's Echo ecosystem is the largest installed-base voice platform and a frequent SmartThings-alternative reference point in Hubitat's customer testimonials. Hubitat integrates natively with Alexa while competing for the same household automation spend.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Customer concentration
Hubitat social profiles
Digital presenceHubitat financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hubitat leadership team
Management profileNumber of profiles
Profiles3 records
Hubitat funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hubitat 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 Hubitat
What does Hubitat do?
Hubitat designs and sells the Hubitat Elevation line of smart home automation hubs (current models C-8 Pro, C-8, C-7, C-5) that execute automations locally on the device rather than in the cloud, supporting Z-Wave, Zigbee, Matter, Wi-Fi, and Bluetooth protocols across 1,000+ devices from 100+ brands. The company also offers companion iOS and Android mobile apps and optional subscription services (Hub Protect, Cloud Backup, Remote Admin) for backup and remote administration.
Is Hubitat a public or private company?
Hubitat is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Hubitat founded?
Hubitat was founded in 2016. It employs 11 to 50 people.
Where is Hubitat based?
Hubitat is headquartered in Prudhoe Bay, United States, in the North America region.
How does Hubitat make money?
Two revenue lines are on record. Hardware Hub Sales are the primary driver. The others are subscription Services.
Who are Hubitat's main competitors?
Direct peers on record are Vera Control (Ezlo), Aqara, Home Assistant, HomeSeer, Universal Devices (ISY) and Abode Systems. Broad incumbents are Samsung SmartThings, Apple HomeKit, Google Home / Nest and Amazon Alexa / Echo.
Does Hubitat have an API?
Yes. Hubitat Elevation provides a developer platform for building custom apps and drivers using Groovy language. The platform exposes methods for device control, event handling, and integrations. Developer documentation includes App Object, Driver Object, Common Methods, Z-Wave Classes, Zigbee Object, Matter Object, and protocol-specific classes. Additionally, interfaces are available for EventStream, Telnet, WebSocket, Raw Socket, MQTT, File Manager API, Hubitat Safety Monitor Interface, Hub Variable API, and Rule Machine API (HTTP API for external access). Developer documentation is at docs2.hubitat.com/en/developer.
What industry is Hubitat in?
Hubitat's product category is Smart Home Hubs. Its primary akta.pro industry code is CRACAGAA, Smart Home Hubs & Controllers Retail, with a secondary code of HDAFAIAL, Smart Home Hubs & Home Gateways (IoT Edge). Its NAICS code is 334512 and its SIC code is 3822.