What Smartfrog does

Smartfrog Group (legal entity: Smartfrog & Canary Holdings Inc.) is a consumer IoT SaaS company that operates a full-stack platform spanning software, hardware, and cloud infrastructure, protected by over 100 patents. Its core product is a DIY smart home security subscription service launched in 2015 at $7/month including a free device, marketed as the world's first 100% consumer IoT SaaS product. The platform has since expanded into adjacent verticals through acquisition, including Smart Locks & Access (via Gate Labs and Glue AB), Last-Mile In-Home Delivery (powered by the proprietary AnyLock Technology™ and patented instant delivery-video transmission), and stated plans for Baby & Child Care, Pet Care, and Elder & Healthcare.

The business model is primarily a low-ARPU, high-volume subscription, with the in-home delivery platform introducing a potential transaction-fee or partnership-revenue layer with merchants and service providers. Go-to-market is product-led and direct-to-consumer via the website, with self-serve onboarding. The company expanded to the US in 2018 by acquiring Canary Connect and establishing its operational headquarters in New York City, while the original founding entity was based in Dublin. Geographic reach is claimed across 180+ countries, though converting that reach into active paid subscribers is not evidenced in the data. Headcount is in the 51-100 range.

Growth has been pursued through a mix of organic expansion and serial M&A, with three completed acquisitions (Canary Connect in 2018; Gate Labs and Glue AB in 2023). Funding history is sparse in the provided data, with only a 2018 Cota Capital event recorded (amount undisclosed), though the company is recognized in industry coverage as one of the 'Ten most-funded IoT startups.' No management team, leadership bios, or named customers are disclosed in the input.

Name

Smartfrog

Legal name

Smartfrog & Canary Holdings Inc.

Website

https://smartfrog.group

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

51–100 employees

Short description

Smartfrog Group is a consumer IoT SaaS company offering a $7/month DIY smart home security subscription and adjacent services including smart locks and an in-home delivery platform, built on a full-stack patented technology base and serving users across 180+ countries.

Ownership category

akta.pro rank

Product category

Consumer IoT / Smart Home Security

NAICS

Security Systems Services (except Locksmiths) (561621), Computer Systems Design and Related Services (5415)

SIC

Services-Prepackaged Software (7372), Auto Controls For Regulating Residential & Comml Environments (3822)

akta.pro primary industry

Home Security & Access Control (Cameras, Alarms, Smart Locks) (HSAPAQAB)

akta.pro secondary industries

Smart Lock Software Platforms & Mobile Apps (Access Control SaaS) (HSAHAEAG), Smart Lock Installation, Retrofit & Door Hardware Services (HSAHAEAB)

Keywords

• Smart home security
• Consumer IoT platform
• Smart locks access
• In-home delivery
• IoT SaaS subscription

Headquarters

HQ city

Dublin

HQ country

Ireland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

Technology or R&D, Personnel, Supply Chain, Marketing or Sales, Infrastructure, Operations

Revenue model

1. IoT SaaS Subscription Services: The company's primary revenue stream is consumer IoT SaaS subscriptions. Initially launched in 2015 with Smart Home Security at $7/month including a free device. The platform has expanded to support multiple verticals including Smart Locks & Access, Last Mile In-Home Delivery, Baby & Child Care, Pet Care, Elder- and Healthcare, enabling data-driven subscription services across product areas supporting people from infancy to seniority.
2. In-Home Delivery Platform Services: Smartfrog Group's in-home delivery platform facilitates quick and secure delivery of goods and services to homes. The service enables customers to give access to delivery personnel, service providers, friends, family members and guests. Revenue may come from service fees or partnerships with merchants and service providers.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Smartfrog is a consumer IoT SaaS company operating a full-stack platform of software, hardware, and cloud infrastructure that delivers a DIY smart home security subscription service starting at $7/month including a free device. The platform has expanded to include smart locks and access control as well as an in-home delivery platform that enables secure last-mile delivery of parcels, groceries, and services to customers' homes via app-controlled, SSL-encrypted one-time keys that work with any lock.

Product overview

Smartfrog Group is a consumer IoT SaaS pioneer operating a full-stack platform with end-to-end controlled hardware, software, and cloud infrastructure protected by over 100 patents. The portfolio includes core Smart Home Security subscription service (including free device at $7/month), expanded through the acquisition of Canary Connect (merged in 2018). The company has more recently expanded into Smart Locks & Access via acquisitions of Gate Labs and Glue AB, powered by the proprietary AnyLock Technology™. The group also operates an In-Home Delivery Platform enabling secure last-mile delivery services. The platform supports verticals across Baby & Child Care, Pet Care, Elder- and Healthcare, and Last Mile In-Home Delivery.

Differentiator

Problem solved

Functional benefit

Products and services

• Smart Home Security SaaS Subscription DIY smart home security subscription service at $7/month including a free device, providing security camera monitoring, real-time video surveillance, and remote access control for individual consumers and households. Launched in 2015 as the world's first 100% consumer IoT SaaS product.
• Smart Locks & Access Vertical Smart lock and access control service enabling secure home access management via app and SSL-encrypted one-time keys, fully insured and powered by AnyLock Technology™ that works with any lock. Built on technology acquired from Gate Labs and Glue AB.
• In-Home Delivery Platform Platform facilitating quick and secure delivery of goods (parcels, groceries, flowers, pharmaceuticals) and services (dry cleaning, home cleaning, handyman, facility management) to homes. Customers can grant access to delivery personnel, service providers, friends, family, and guests via app-controlled, SSL-encrypted one-time keys, with patented instant delivery-video transmission for verification and peace of mind.

Quantifiable outcome

• Users in over 180 countries

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered core.

• Canary ConnectcoreOthers · 1 January 2018In 2018, Smartfrog expanded to the US and acquired Canary Connect. The two businesses were then merged and are headquartered in NYC. This acquisition expanded Smartfrog's product portfolio and market presence in the North American market.
• Gate LabscoreOthersSmartfrog Group expanded its portfolio to include smart locks and access vertical by acquiring Gate Labs. The acquisition brought technology and teams that enable the company's expansion into secure home access and last-mile delivery services.
• Glue ABcoreOthersSmartfrog Group expanded its portfolio to include smart locks and access vertical by acquiring Glue AB. The acquisition contributed technology and teams to support the company's AnyLock Technology platform and in-home delivery services.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Ring (Amazon): Ring is the closest direct competitor to Smartfrog's DIY smart home security subscription business, offering app-connected cameras, video doorbells, and a low-friction subscription plan — almost identical GTM motion to Smartfrog's $7/month, free-device entry offer, but with the distribution and ecosystem advantages of Amazon ownership.
• SimpliSafe: SimpliSafe competes head-to-head with Smartfrog in subscription-based DIY home security, offering cameras, sensors, and optional professional monitoring. Both target the same value-conscious consumer wanting affordable, no-contract self-install security with monthly billing.
• Arlo Technologies: Arlo is a pure-play smart home security camera company with a subscription-led model (Arlo Secure) closely paralleling Smartfrog's camera-plus-SaaS offering. Both monetize the same hardware-plus-recurring-software stack and compete for the same connected home consumer.
• August Home (Assa Abloy): August Home is a direct peer in the smart lock and access control vertical that Smartfrog entered via Gate Labs and Glue AB. Both sell retrofit smart locks with app-based guest access — a market where AnyLock Technology is explicitly positioned to differentiate.
• Latch: Latch is a direct peer in app-based smart access control and last-mile in-home delivery, with a similar thesis of using software-managed access to enable unattended deliveries. Both companies sell into the same intersection of smart locks and last-mile logistics.
• Abode Systems: Abode offers a DIY smart home security system with optional subscription monitoring and home automation integrations, very similar to Smartfrog's integrated camera-plus-access-plus-care platform. Both target the tech-savvy self-installer who wants professional-grade security without contracts.

Broad incumbents

• Google Nest (Google/Alphabet): Google Nest is the dominant broad incumbent in connected home, encompassing cameras, doorbells, locks, and thermostats. Smartfrog explicitly compares itself to "Google's Nest Labs" on its website, identifying Nest as the primary incumbent benchmark for its smart home security core.
• ADT Inc. ADT is the established home security incumbent with professionally installed and monitored systems plus an expanding smart home/DIY offering via ADT Self Setup. Smartfrog sits at the opposite end of the spectrum (DIY, app-first) but competes for the same household security wallet.
• Vivint Smart Home: Vivint provides professionally installed smart home security with cameras, locks, and automation, comparable to Smartfrog's expanding product surface but delivered through a high-touch dealer model rather than Smartfrog's self-serve PLG approach. Competes for the same household security-and-access spend.

Emerging players

• Wyze: Wyze is the fast-growing low-cost challenger in smart home cameras with subscription add-ons (Cam Plus), competing on a similar value-conscious DIY proposition as Smartfrog's $7/month offer. Wyze represents the price-floor risk to Smartfrog's PLG tier.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/smartfrog_cam

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries3 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Smartfrog