2Smart
- Company typePrivate
- Founded2017
- HeadquartersKyiv, Ukraine
- Headcount11–50
- GTM typeB2B and B2C
- OfferingSoftware
What 2Smart does
2Smart, operated by Ukrainian LLC WEBBYLAB and headquartered in Kyiv, is an IoT device development and management platform company founded in 2017. Its core technology is a cloud-and-on-premise IoT stack supporting microcontrollers with internet access (notably ESP32), built on MQTT communication, Docker containerization, a no-code mobile app builder with 30+ drag-and-drop widgets, over-the-air firmware updates, multi-tenant organization management, and integrations with Google Home, Apple Siri/HomeKit, IFTTT, Telegram, WhatsApp, Slack, and ESPHome. The product portfolio comprises 2Smart Cloud (PaaS), 2Smart Standalone (on-prem automation), 2Smart Core (a modular framework for building custom white-label IoT platforms), white-label deployment services, IoT consulting, and custom firmware/app development.
The company serves enterprises, startups, and enthusiasts building connected products across verticals including smart home, EV charging, access control, smart lighting, HVAC, agriculture, and consumer electronics. Reference customers include MyBox, Propuskator, Intellect, IoTWEN, Teltonika, Wowfirelamp, and Smart Greenhouse. Revenue is generated through a hybrid model combining SaaS subscriptions tied to connected devices, white-label and Core framework licensing (subscription, perpetual, or hybrid), managed cloud services, and professional services for custom development and consulting. A freemium tier supports up to 20 connected devices to drive developer and SMB adoption.
2Smart pursues a three-channel go-to-market: product-led growth via self-serve sign-up, enterprise field sales for white-label and Core deployments, and OEM/embedded licensing of the 2Smart Core framework. The company is privately held, appears bootstrapped with no disclosed external funding, holds 11+ years of cumulative team expertise across 100+ IoT professionals per its own claims, and reports GDPR-compliant operations with EU data storage in the Netherlands. The platform has been used to deliver 11 advanced independent IoT platforms since inception.
2Smart firmographics
Firmographics- Name
- 2Smart
- Legal name
- LLC WEBBYLAB
- Website
- https://2smart.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
2Smart industry classification
Industry- Product category
- IoT Development and Management Platform
- NAICS
- Computer Systems Design and Related Services (54151), Computer Systems Design and Related Services (5415), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821)
- SIC
- Services-Computer Programming Services (7371), Services-Computer Integrated Systems Design (7373), Services-Prepackaged Software (7372), Computer Communications Equipment (3576)
- akta.pro primary industry
- IoT Connectivity Management (Private APN, SIM/eSIM, Device Connectivity) (HDAIAGAG)
- akta.pro secondary industries
- Data Security & Privacy Managed Services (DLP/Encryption) (BPAEADAL), API Development, Integration & Microservices Modernization (BPAEAFAD)
Keywords
Where 2Smart is headquartered
LocationHeadquarters
- HQ city
- Kyiv
- HQ country
- Ukraine
- HQ region
- Europe
Offices1 record
Markets served
2Smart business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Infrastructure, Marketing or Sales, Operations
Revenue model
- IoT Platform Subscriptions: SaaS-based IoT platform access with tiered plans based on connected devices and features. Includes cloud infrastructure, mobile apps, and device management capabilities.
- White Label Solutions: Full white-label deployment of the 2Smart platform under customer branding, including mobile apps, web interfaces, and cloud infrastructure.
- Custom Development Services: Custom firmware development, app development, device concepting, prototyping, and production support services.
- IoT Consulting: Expert consultation for IoT strategy, architecture, and implementation planning.
- 2Smart Core Framework Licensing: Licensing of the 2Smart Core IoT framework with subscription, perpetual, or hybrid models for building custom IoT platforms.
- Managed Cloud Services: Ongoing infrastructure management, 24/7 monitoring, automatic updates, scaling, and client support for deployed platforms.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free tier for prototyping and testing |
| Subscription | Monthly | Subscription License (OPEX-based) |
| One time/ perpetual license | Multi-year contract | Perpetual License (CAPEX-based) |
| Hybrid | Multi-year contract | Hybrid License (OPEX-to-CAPEX) |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels9 records
2Smart product offering
Product offeringCore offering
2Smart builds and sells an IoT device development and remote-management platform (2Smart Cloud), an on-premise automation solution (2Smart Standalone), and a modular IoT framework (2Smart Core) that enterprises license to launch their own branded IoT platforms. The company also delivers white-label deployments, custom firmware and app development, and IoT consulting services, supporting any internet-connected MCU such as ESP32 with OTA updates, a no-code mobile app builder, MQTT communication, and native integrations to Google Home, Siri, Telegram, and IFTTT.
Product overview
2Smart offers a comprehensive IoT product portfolio comprising cloud-based and on-premise solutions. The core offerings are 2Smart Cloud (cloud IoT platform for device development and remote management), 2Smart Standalone (on-premise automation), and 2Smart Core (framework for building custom branded IoT platforms). Supporting services include white-label solutions, IoT consulting, and custom development. The platform supports ESP32 microcontrollers, provides a no-code mobile app builder with 30+ widgets, over-the-air firmware updates, and native integrations with Google Home, Siri, Telegram, and other smart home platforms. The system enables both consumer IoT product development and enterprise-scale IoT fleet management.
Differentiator
Problem solved
Functional benefit
Brands
- 2Smart Cloud: IoT PaaS platform for device development and remote management with mobile and web applications
- 2Smart Standalone
- 2Smart Core
- 2Smart Cloud Mobile App
Products and services
- 2Smart Cloud Cloud-based IoT PaaS for device development and remote management; provides firmware development tools, cloud environment, mobile and web apps, OTA updates, and a vendor dashboard for product management. Targets enterprises, startups, and enthusiasts.
- 2Smart Standalone On-premise IoT automation solution for organizations requiring local deployment without cloud dependency; supports monitoring of third-party IoT devices and enterprise fleet management.
- 2Smart Core Modular IoT framework that enables companies to launch their own branded IoT platforms (SaaS, PaaS, or connected-equipment platforms) with multi-tenancy, billing, and white-label mobile and web apps; available under subscription, perpetual, or hybrid licensing.
- White-label Solution Branding service that lets companies launch the 2Smart platform under their own brand, including mobile and web app white-labeling, custom UI updates without re-publish, and private server deployment in their region.
- IoT Consulting Expert consultation for IoT strategy, solution architecture, and technology selection to help businesses define their IoT approach.
- Custom IoT Development End-to-end custom development services including firmware development, app development, device concepting, prototyping, and production support for tailored IoT solutions.
Quantifiable outcome
- 2.5x lower average cost compared to building IoT platform from scratch
- +2 more outcomes
Companies that use 2Smart
Customer profileNamed customers7 records
Segments5 records
Ideal customer profiles3 records
2Smart technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
AI capability2 records
Feature9 records
2Smart partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and standard.
- Google HomecoreNative integration with Google Home ecosystem for voice control of IoT devices managed through 2Smart platform.
- Apple Siri / HomeKitcoreNative integration with Apple Siri voice assistant and HomeKit ecosystem for iOS device control.
- TelegramcoreIntegration for device control via Telegram bot with web interface. Also used for in-app push notification delivery to users.
- IFTTTstandardIntegration for boundless automations connecting 2Smart devices with other smart home platforms and services via IFTTT.
- WhatsAppstandardIntegration for receiving push notifications from IoT devices via WhatsApp messenger.
- SlackstandardIntegration for receiving push notifications from IoT devices via Slack workspace.
- EspHomecoreLow-code firmware development environment based on EspHome for creating device firmware. 2Smart platform supports EspHome devices.
- OpenWeatherstandardAPI integration for weather data enrichment in IoT solutions. Example OpenWeatherBridge project demonstrates external API integration capabilities.
- DockercoreContainer-based deployment using Docker for virtual devices and bridge solutions. Docker containers enable easy deployment of integrations.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
2Smart competitors and assessment
Company assessmentDirect peers
- Tuya Smart: Tuya is the dominant global IoT PaaS offering a cloud platform, no-code app builder, and white-label mobile apps for IoT device manufacturers — directly competing with 2Smart Cloud and 2Smart Core in OEM enablement.
- Blynk IoT: Blynk offers a no-code mobile app builder and IoT cloud platform with a strong developer/PLG motion — overlapping directly with 2Smart's drag-and-drop widget builder and self-serve cloud.
- Particle Industries: Particle provides an IoT platform spanning device OS, cloud, and developer tooling targeting connected-product companies — comparable to 2Smart's full-stack device-to-cloud offering with ESP32/MCU support and fleet management.
- Ubidots: Ubidots delivers a managed IoT platform with device management, dashboards, and white-label options aimed at SMB and enterprise OEMs — directly comparable to 2Smart's white-label IoT application offering.
- ThingsBoard: ThingsBoard provides an open-source IoT platform for device management, telemetry, and white-label dashboards — directly comparable to 2Smart Standalone/Core for fleet and industrial IoT use cases.
Emerging players
- Kaa IoT: Kaa offers a multi-tenant IoT platform with white-label and OEM licensing — directly competitive with 2Smart Core for businesses building branded IoT services.
- Home Assistant: Home Assistant is an open-source smart home automation platform with strong DIY/enthusiast adoption — competing with 2Smart Standalone in the enthusiast and prosumer smart home segment.
- Losant: Losant is an enterprise-focused IoT application enablement platform with workflow engines and dashboards — adjacent to 2Smart Core for customers building IoT-enabled SaaS rather than physical products.
Broad incumbents
- AWS IoT Core: AWS IoT Core is the hyperscaler incumbent in IoT connectivity and device management, serving enterprise IoT workloads at scale — represents the primary competitive benchmark for 2Smart Cloud.
Others
- Espressif (ESP-IDF/EspHome): Espressif provides the ESP32 MCU platform and ESP-IDF/EspHome development framework that 2Smart's firmware stack supports — a key enabling technology partner rather than direct competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
2Smart social profiles
Digital presence2Smart compliance and trust
Trust signalCompliance1 record
2Smart financial estimates
Financial estimateRevenue estimate
Valuation estimate
2Smart leadership team
Management profileNumber of profiles
Profiles4 records
2Smart funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
2Smart 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 2Smart
What does 2Smart do?
2Smart builds and sells an IoT device development and remote-management platform (2Smart Cloud), an on-premise automation solution (2Smart Standalone), and a modular IoT framework (2Smart Core) that enterprises license to launch their own branded IoT platforms. The company also delivers white-label deployments, custom firmware and app development, and IoT consulting services, supporting any internet-connected MCU such as ESP32 with OTA updates, a no-code mobile app builder, MQTT communication, and native integrations to Google Home, Siri, Telegram, and IFTTT.
Is 2Smart a public or private company?
2Smart is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was 2Smart founded?
2Smart was founded in 2017. It employs 11 to 50 people.
Where is 2Smart based?
2Smart is headquartered in Kyiv, Ukraine, in the Europe region.
How does 2Smart make money?
Six revenue lines are on record. IoT Platform Subscriptions are the primary driver. The others are white Label Solutions, custom Development Services, ioT Consulting, 2Smart Core Framework Licensing and managed Cloud Services.
Who are 2Smart's main competitors?
Direct peers on record are Tuya Smart, Blynk IoT, Particle Industries, Ubidots and ThingsBoard. Emerging players are Kaa IoT, Home Assistant and Losant. AWS IoT Core is listed as a broad incumbent. Espressif (ESP-IDF/EspHome) is listed as an others.
Does 2Smart have an API?
Yes. 2Smart Cloud offers a JavaScript SDK (2smart-cloud-js-sdk) for integrating the platform with web applications, accessing and managing device data, and facilitating data exchange between user servers and the cloud. The platform uses MQTT broker communication between mobile apps and IoT devices. Additional documentation available via the 2smart-cloud-docs GitHub repository. Developer documentation is at github.com/2SmartCloud/2smart-cloud-docs.
What industry is 2Smart in?
2Smart's product category is IoT Development and Management Platform. Its primary akta.pro industry code is HDAIAGAG, IoT Connectivity Management (Private APN, SIM/eSIM, Device Connectivity), with a secondary code of BPAEADAL, Data Security & Privacy Managed Services (DLP/Encryption). Its NAICS code is 54151 and its SIC code is 7371.