WiZ
WiZ is a Signify-owned smart lighting IoT platform that designs Wi-Fi-based connected bulbs, lightstrips, luminaires, and accessories controlled through its cloud platform and mobile app, serving consumers, OEMs, and commercial customers across more than 60 countries.
- Company typePrivate
- Founded2017
- HeadquartersNorth Point, Hong Kong SAR China
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What WiZ does
WiZ is a smart lighting IoT platform company that designs, develops, and distributes Wi-Fi-based connected lighting products and the cloud software that controls them. Originally developed by a Hong Kong software team in 2015 and launched as a brand in 2017, WiZ was acquired by Signify, the global lighting leader, in June 2019, and now operates as a wholly-owned subsidiary alongside the Philips Hue brand. WiZ differentiates from Zigbee-based competitors by connecting smart bulbs, lightstrips, luminaires, and accessories directly to existing Wi-Fi networks without requiring a separate hub or bridge. Its technology stack includes the WiZ App (iOS/Android), a cloud-based IoT platform, and proprietary features such as SpaceSense motion detection via Wi-Fi signals, the HDMI Sync Box with real-time video/audio synchronization, and Sports Live for live sports data integration. The platform supports Matter, Alexa, Google Home, Apple HomeKit, Samsung SmartThings, and a broad set of additional smart home ecosystems, reaching millions of devices across more than 60 countries.
The business operates three revenue streams: (1) direct-to-consumer hardware sales through the WiZ e-commerce store, Amazon, and other retailers; (2) the Connected by WiZ OEM licensing program, which enables luminaire manufacturers to embed WiZ connectivity, cloud services, and apps into their own branded products; and (3) the WiZ PRO commercial lighting line targeting professional installers and facility managers. Hardware pricing positions WiZ as an accessible alternative to premium competitors, exemplified by the Philips Smart Lighting HDMI Sync Box 2.1 (built on WiZ technology) at £129-£149 versus the Hue Play Sync Box at £299. Customer segments span consumer residential (primary), professional/commercial, OEM luminaire manufacturers, and entertainment/gaming enthusiasts. WiZ serves as the Official Lighting Partner of the Mercedes-AMG PETRONAS F1 Team and holds CCPA and other US state privacy law compliance certifications.
WiZ firmographics
Firmographics- Name
- WiZ
- Legal name
- WiZ Connected Lighting Co., Ltd.
- Website
- https://wizconnected.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- WiZ is a Signify-owned smart lighting IoT platform that designs Wi-Fi-based connected bulbs, lightstrips, luminaires, and accessories controlled through its cloud platform and mobile app, serving consumers, OEMs, and commercial customers across more than 60 countries.
- Ownership category
- akta.pro rank
WiZ industry classification
Industry- Product category
- Smart Lighting / IoT Connected Lighting
- NAICS
- Electric Lighting Equipment Manufacturing (33513)
- SIC
- Computer Communications Equipment (3576)
- akta.pro primary industry
- Home Networking & Connected Home Infrastructure (Wi‑Fi Mesh, Routers, Matter/Thread/Zigbee Bridges) (HSAPAQAG)
Keywords
Where WiZ is headquartered
LocationHeadquarters
- HQ city
- North Point
- HQ country
- Hong Kong SAR China
- HQ region
- Asia
Offices3 records
Markets served
WiZ 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
- Smart Lighting Hardware Sales: WiZ generates primary revenue through selling smart lighting hardware including bulbs, lightstrips, luminaires (lamps, downlights, outdoor lights), HDMI sync boxes, and accessories. Products are sold directly through the WiZ e-commerce store and through retail partners like Amazon. The HDMI Sync Box with TV Backlight is priced at $94.49 for 55-65 inch TVs.
- OEM/Connected by WiZ Program: WiZ offers an OEM program allowing luminaire manufacturers to embed WiZ connectivity into their products under their own brands. This creates licensing revenue from manufacturing partners who gain access to WiZ's IoT platform, cloud services, firmware OTA updates, and mobile apps without developing their own smart home infrastructure.
- WiZ PRO Commercial Lighting: Commercial and professional smart lighting solutions targeting business customers. Includes LED drivers, bridge boxes, switch modules, wireless sensors, remote controls, and panels designed for commercial installations with professional interfaces and capabilities.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | HDMI Sync Box with TV Backlight for 55-65 inch TVs |
| One time/ perpetual license | Pay-as-you-go | Philips Smart Lighting HDMI Sync Box 2.1 (WiZ technology) |
| Licensing/ royalties | Multi-year contract | Connected by WiZ OEM Program |
| Subscription | Annual | Newsletter Subscription Discount |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels6 records
WiZ product offering
Product offeringCore offering
WiZ is a Wi-Fi-based IoT smart lighting platform that sells connected smart bulbs, lightstrips, luminaires, accessories, and HDMI Sync Boxes, all controlled through the WiZ mobile app and integrated with major smart home ecosystems. The platform extends to commercial and OEM markets through WiZ PRO and the Connected by WiZ program, enabling luminaire manufacturers to embed WiZ connectivity into their products under their own brands.
Product overview
WiZ is an IoT smart lighting platform and brand under Signify (world leader in lighting, acquired WiZ in June 2019). The offering is a platform-plus-products architecture centered on the WiZ App and cloud-based IoT platform that controls a range of plug-and-play smart lighting devices. The product portfolio spans smart bulbs, RGB/RGBIC LED lightstrips, luminaires (lamps, downlights, outdoor lights), accessories (remotes, sensors, switches), and the HDMI Sync Box with TV Backlight for entertainment sync. The WiZ Pro sub-brand and Connected by WiZ OEM program extend the platform to commercial and business markets. The platform integrates with Matter, Alexa, Google Home, Apple HomeKit, SmartThings, IFTTT, and other smart home ecosystems, with operations spanning more than 60 countries.
Differentiator
Problem solved
Functional benefit
Brands
- WiZ PRO: Business and commercial lighting solutions for professional and OEM customers.
- Connected by WiZ
- Philips Smart Lighting connected by WiZ
Products and services
- WiZ Smart Bulbs
Quantifiable outcome
- No hub required - connects directly to existing Wi-Fi networks
- +1 more outcomes
Companies that use WiZ
Customer profileSegments4 records
Ideal customer profiles3 records
WiZ technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration14 records
AI capability6 records
Feature6 records
WiZ partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and flagship.
- SignifycoreWiZ was acquired by Signify in June 2019. Signify is the world leader in lighting, providing WiZ with manufacturing scale, global distribution networks, retail relationships, and brand authority. WiZ operates as a brand under the Signify umbrella while maintaining its distinct product positioning as an accessible, Wi-Fi-based smart lighting platform.
- Mercedes-AMG PETRONAS F1 TeamflagshipWiZ is the Official Lighting Partner of Mercedes-AMG PETRONAS F1 Team. This sponsorship provides brand visibility during Formula 1 racing events and association with a premium motorsport brand. The partnership leverages WiZ's Trackside mode feature designed for racing enthusiasts.
- Matter Standard (Connectivity Standards Alliance)coreWiZ supports the Matter smart home standard, enabling interoperability with Google Home, Apple HomeKit, and any Matter-capable platform. WiZ lights and smart plugs manufactured from Q2 2021 onwards support Matter, allowing users to integrate WiZ products with a broader smart home ecosystem.
- Amazon AlexacoreWiZ products are natively compatible with Amazon Alexa, allowing voice control of WiZ lights through Alexa-enabled devices and the Alexa app.
- Google HomecoreWiZ products integrate with Google Home, enabling voice control and smart home automation through Google Assistant and the Google Home ecosystem.
- Samsung SmartThingscoreWiZ is compatible with Samsung SmartThings, allowing WiZ lights to be controlled and automated through the SmartThings app and ecosystem.
- Apple HomeKit (via Matter)coreWiZ lights can be controlled through Apple HomeKit via Matter support, enabling Siri voice control and integration with Apple Home app for iOS users.
- Luminaire Manufacturers (OEM Partners)coreWiZ's Connected by WiZ OEM program enables luminaire manufacturers to embed WiZ connectivity into their lighting products. Partners gain access to WiZ's IoT platform, cloud services, firmware OTA updates, iOS/Android apps, and professional interfaces. Products are marketed under partners' own brands with WiZ ingredient branding.
Scale indicators4 records
Recent moves7 records
Expansion highlights6 records
WiZ competitors and assessment
Company assessmentDirect peers
- Philips Hue: Philips Hue is the smart-lighting flagship brand under Signify — WiZ's sister brand and closest direct competitor. Both target consumers with app-controlled, ecosystem-integrated smart bulbs, lightstrips, and luminaires; the key differentiation is Hue's Zigbee/bridge model vs. WiZ's Wi-Fi/native model.
- LIFX: LIFX (acquired by Feit Electric in 2022) is a direct competitor offering Wi-Fi-native smart bulbs and lightstrips with deep ecosystem integrations — overlapping heavily with WiZ's value proposition, target customers, and architecture choice.
- Yeelight: Yeelight, an Xiaomi-ecosystem brand, offers Wi-Fi smart lighting (bulbs, lightstrips, luminaires) at price points similar to WiZ, with deep integration into Xiaomi/Mijia. It competes directly for the value-tier, Wi-Fi-first consumer WiZ targets.
- Nanoleaf: Nanoleaf designs decorative modular light panels and smart bulbs with strong app and ecosystem support. It overlaps with WiZ in app-driven, RGB-focused smart lighting, particularly in the entertainment/ambiance segment WiZ targets with its HDMI Sync Box.
- Govee: Govee is a leading direct-to-consumer smart-lighting brand, especially strong in RGBIC LED strips and TV backlighting with HDMI sync — directly competing with WiZ's HDMI Sync Box with TV Backlight on Amazon and similar retail channels.
- Sengled: Sengled offers Wi-Fi and Zigbee smart bulbs, lightstrips, and accessories at value price points, frequently sold alongside WiZ on Amazon. It targets a similar entry-level smart-home consumer with hub-optional options.
- IKEA Home Smart (Tradfri): IKEA's Tradfri line offers Zigbee-based smart lighting sold at IKEA's massive global retail footprint. It's a comparable mass-market smart lighting brand competing for first-time smart-home buyers, often at lower entry prices.
Broad incumbents
- Cync (GE Lighting / Savant): Cync, the smart-lighting brand of GE Lighting (now part of Savant), is a broad incumbent offering app-driven smart bulbs, switches, and cameras. While a larger legacy brand, it competes with WiZ in the value and mid-tier smart-lighting category.
- Lutron: Lutron is the leading premium lighting-control incumbent (Caseta, RA, Quantum) with broad smart-home integration. It's a comparable smart-lighting player at the higher end and via its enterprise commercial offerings overlapping WiZ PRO's territory.
Emerging players
- Aqara: Aqara offers a broad smart-home platform (sensors, hubs, lighting) anchored on Zigbee/Matter, with strong Asian-market reach. While primarily Zigbee-based rather than Wi-Fi, it is a comparable IoT-platform peer competing for the same smart-home entrants.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
WiZ social profiles
Digital presenceWiZ compliance and trust
Trust signalCompliance1 record
WiZ financial estimates
Financial estimateRevenue estimate
Valuation estimate
WiZ leadership team
Management profileNumber of profiles
Profiles1 record
WiZ funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
WiZ 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 WiZ
What does WiZ do?
WiZ is a Wi-Fi-based IoT smart lighting platform that sells connected smart bulbs, lightstrips, luminaires, accessories, and HDMI Sync Boxes, all controlled through the WiZ mobile app and integrated with major smart home ecosystems. The platform extends to commercial and OEM markets through WiZ PRO and the Connected by WiZ program, enabling luminaire manufacturers to embed WiZ connectivity into their products under their own brands.
Is WiZ a public or private company?
WiZ is a private company. It is classified as corporate owned and is currently operating.
When was WiZ founded?
WiZ was founded in 2017. It employs 11 to 50 people.
Where is WiZ based?
WiZ is headquartered in North Point, Hong Kong SAR China, in the Asia region.
How does WiZ make money?
Three revenue lines are on record. Smart Lighting Hardware Sales are the primary driver. The others are OEM/Connected by WiZ Program and wiZ PRO Commercial Lighting.
Who are WiZ's main competitors?
Direct peers on record are Philips Hue, LIFX, Yeelight, Nanoleaf, Govee, Sengled and IKEA Home Smart (Tradfri). Broad incumbents are Cync (GE Lighting / Savant) and Lutron. Aqara is listed as an emerging player.
Does WiZ have an API?
No public API is recorded for WiZ.
What industry is WiZ in?
WiZ's product category is Smart Lighting / IoT Connected Lighting. Its primary akta.pro industry code is HSAPAQAG, Home Networking & Connected Home Infrastructure (Wi‑Fi Mesh, Routers, Matter/Thread/Zigbee Bridges). Its NAICS code is 33513 and its SIC code is 3576.