Hup

Smart Home AI Hardwarewithhup.com

Hup AI builds a $120 AI-powered home monitoring camera using periodic snapshots and computer vision to auto-generate tasks and detect hazards, targeting neurodivergent individuals, families, and roommates through direct-to-consumer sales, backed by Founders Inc.

Company typePrivate
Founded2025
HeadquartersSan Francisco, United States
Headcount1–10
GTM typeB2C
OfferingHardware or Manufacturing

What Hup does

Hup AI, Inc. is a San Francisco-based consumer hardware startup founded in June 2025 by Stan Mattingly that builds an AI-powered home monitoring camera (the Hup Cam) which uses periodic still snapshots — not continuous video — analyzed by computer vision models to auto-detect clutter, safety hazards (such as a stove left on or an unlocked door), and routine deviations, surfacing them as actionable tasks in a companion iOS/Android app. The platform combines visual detection, natural language voice interaction (Voice Mode, supporting 70+ languages), and adaptive learning that personalizes from user feedback, with a multi-camera mode for whole-home coverage. Hup sells the $120 camera direct-to-consumer via withhup.com and app stores with worldwide shipping, layers an optional $50 Voice Mode Early Access add-on with tiered subscriptions ($9/$19/$49 per month), and is assembled in San Francisco. The product is positioned primarily for neurodivergent users (ADHD, mental health challenges), families, and shared households, and has shipped to roughly 1,000 households across almost all U.S. states while amassing 10M+ views on a viral TikTok demo. The two-person team is backed by Founders Inc. and is scaling toward 10,000 voice-enabled units in 2026, with Luke Scott joining as Chief Growth Officer.

Hup firmographics

Firmographics

Name: Hup
Legal name: Hup AI, Inc.
Website: https://withhup.com
Company type: Private
Founded year: 2025
Operating status: Operating
Headcount range: 1–10 employees
Short description: Hup AI builds a $120 AI-powered home monitoring camera using periodic snapshots and computer vision to auto-generate tasks and detect hazards, targeting neurodivergent individuals, families, and roommates through direct-to-consumer sales, backed by Founders Inc.
Ownership category
akta.pro rank

Hup industry classification

Industry

Product category: Smart Home AI Hardware
NAICS: Small Electrical Appliance Manufacturing (335210)
SIC: Household Audio & Video Equipment (3651)
akta.pro primary industry: Residential CCTV & Door/Perimeter Surveillance Packages (HSAHACAH)
akta.pro secondary industry: Smart Doorbell Cameras (Wi‑Fi/App-Connected) (HSAHAIAE)

Keywords

AI home camera
Smart home assistant
Computer vision monitoring
Household task automation
Voice-enabled AI device

Where Hup is headquartered

Location

Headquarters

HQ city: San Francisco
HQ country: United States
HQ region: North America

Offices1 record

Markets served

Hup business model

Business model

GTM type: B2C
Offering type: Hardware or Manufacturing
Cost components: Supply Chain, Technology or R&D, Personnel, Marketing or Sales, Operations

Revenue model

Hardware Sales (Hup Cam): One-time sale of Hup Cam device at $120, assembled in San Francisco with worldwide shipping
Voice Mode Subscriptions: Optional premium subscription for Voice Mode feature with tiered plans: Observer ($9/mo, 30 min), Companion ($19/mo, 75 min), Resident ($49/mo, 200 min). First month included with Early Access add-on purchase.

Pricing tiers

Model	Billing	Price
One time/ perpetual license	Pay-as-you-go	Hup Cam - Core device with all basic features
Unit Pricing	Pay-as-you-go	Voice Mode Early Access Add-on
Subscription	Monthly	Voice Mode Observer
Subscription	Monthly	Voice Mode Companion
Subscription	Monthly	Voice Mode Resident

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Hup product offering

Product offering

Core offering

Hup sells a $120 AI-powered home camera called the Hup Cam that uses periodic computer-vision snapshots (not continuous video) to detect clutter, flag safety hazards like a stove left on, and auto-generate household tasks for individuals and families. It is paired with a free iOS/Android Hup App that serves as the household command center and an optional Voice Mode add-on that enables natural-language conversation with the device in 70+ languages via tiered subscriptions.

Product overview

Hup is a smart home AI platform consisting of the Hup Cam (a 5MP AI-powered camera that monitors spaces using periodic snapshots rather than continuous video), the Hup App (mobile command center for iOS and Android), and Voice Mode (an optional $50 add-on enabling natural language interaction). The core Hup Cam works without subscription at $120, while Voice Mode offers tiered subscription plans ($9-$49/month). The system is particularly designed for users with ADHD and mental health challenges, auto-generating tasks when messes are detected and providing safety monitoring alerts.

Differentiator

Problem solved

Functional benefit

Products and services

Hup Cam AI-powered smart home camera ($120 one-time) that uses periodic computer-vision snapshots rather than continuous video to detect clutter, flag safety hazards, and auto-generate household tasks for individuals, families, and roommates.
Hup App

Quantifiable outcome

4.7 App Store rating from verified buyers
+2 more outcomes

Companies that use Hup

Customer profile

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Hup technology and API

Technology

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

AI capability10 records

Feature6 records

Hup partnerships and signals

Strategic signal

Scale indicators6 records

Recent moves6 records

Expansion highlights7 records

Hup competitors and assessment

Company assessment

Direct peers

Eufy (Anker): Anker's smart home brand offering indoor cameras with local-AI processing and no-fee storage — a privacy-and-cost positioning that closely mirrors Hup's snapshot-first, no-required-subscription stance.
Arlo Technologies: Public smart home camera company offering indoor/outdoor cameras with subscription-based AI features (person, package, animal detection). Direct overlap in subscription attach, AI detection, and target use cases.
Wyze: Affordable direct-to-consumer smart home camera brand. Closely comparable business model (hardware-led, low-price, self-serve) and ships its own AI-driven features (person/package detection), directly competing with Hup's $120 price point.
Aqara: Smart home sensor and camera maker with AI-driven automation across HomeKit, Alexa, and Google ecosystems. Comparable in targeting home automation enthusiasts and offering subscription-free local AI features.

Emerging players

SwitchBot: Smart home automation brand offering sensors, cameras, and AI hubs for whole-home automation. Comparable in multi-device, AI-driven home automation ambitions and the 'multi-camera network' use case Hup markets.
Notion (smart home sensors): Smart home monitoring startup using multi-purpose sensors (not cameras) for home awareness. Comparable as a lean, design-forward consumer hardware startup targeting home monitoring and peace-of-mind use cases.

Broad incumbents

Google Nest: Google's smart home camera line with deep integration into Google Home ecosystem. Competes directly in indoor home monitoring and benefits from bundled distribution and voice-assistant integration.
Apple HomeKit: Apple's smart home platform with privacy-first positioning, HomeKit Secure Video, and indoor camera integration. Comparable in privacy-first brand narrative and premium consumer positioning, and a potential integration partner for Hup.
SimpliSafe: Home security system provider with indoor cameras and monitoring services. Overlaps with Hup's safety-monitoring features (intrusion, hazards) but operates primarily as a full security system rather than an AI companion.
Amazon Ring: Market-leading smart home camera and doorbell brand owned by Amazon. Direct category competitor with continuous-video architecture; serves as the primary incumbent Hup differentiates against on privacy and AI personalization.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Hup financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Hup leadership team

Management profile

Number of profiles

Profiles2 records

Hup funding detail

Funding detail

Funding overview

Funding rounds1 record

Investors1 record

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

Hup M&A and investment

M&A and investment

M&A

Investments

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

Frequently asked questions about Hup

What does Hup do?

Is Hup a public or private company?

Hup is a private company. It is classified as venture growth investor backed and is currently operating.

When was Hup founded?

Hup was founded in 2025. It employs 1 to 10 people.

Where is Hup based?

Hup is headquartered in San Francisco, United States, in the North America region.

How does Hup make money?

Two revenue lines are on record. Hardware Sales (Hup Cam) is the primary driver. The others are voice Mode Subscriptions.

Who are Hup's main competitors?

Direct peers on record are Eufy (Anker), Arlo Technologies, Wyze and Aqara. Emerging players are SwitchBot and Notion (smart home sensors). Broad incumbents are Google Nest, Apple HomeKit, SimpliSafe and Amazon Ring.

Does Hup have an API?

No public API is recorded for Hup.

What industry is Hup in?

Hup's product category is Smart Home AI Hardware. Its primary akta.pro industry code is HSAHACAH, Residential CCTV & Door/Perimeter Surveillance Packages, with a secondary code of HSAHAIAE, Smart Doorbell Cameras (Wi‑Fi/App-Connected). Its NAICS code is 335210 and its SIC code is 3651.