SoftBank Robotics America

What SoftBank Robotics America does

SoftBank Robotics America (SBRA) is the North American operating subsidiary of SoftBank Robotics Group, established to deploy autonomous robots into enterprise cleaning and customer-service operations. Its product portfolio centers on autonomous mobile robots (AMRs) for commercial cleaning—Whiz (autonomous vacuum with teach-and-repeat navigation), Scrubber 50 Pro, Vacuum 40, Phantas, and Omnie—alongside the Pepper humanoid for customer-facing applications in retail, banking, healthcare, and hospitality. Underlying the hardware is the Whiz Connect (SBR Connect) cloud-based fleet management platform, which provides real-time route coverage, productivity analytics, predictive maintenance alerts, and IoT connectivity for the deployed fleet.

The company operates as a robotic integrator rather than a pure product vendor. Revenue is generated through hardware sales (CapEx or subscription), managed-service programs covering implementation, training, ongoing support, and a swap program for uptime assurance, plus enterprise-scale deployment consulting. Its go-to-market combines enterprise field sales targeting healthcare, hospitality, senior living, education, commercial real estate, multifamily, and building services contractors with channel distribution (RobotLab for Pepper) and event-driven demand generation. The reported outcomes—up to 90% labor-hour reduction in automated activities, sub-$10/hour activity cost, and 2-week to 3-month time-to-value—anchor the business case to enterprise buyers facing acute labor shortages and rising facility operating costs.

SBRA benefits from SoftBank Group's broader investment relationships with more than 475 technology companies globally, providing access to a robotics and automation ecosystem that includes core partners Brain Corp (autonomous navigation software behind Whiz) and ICE Robotics (hardware manufacturing). The company holds Gausium's Platinum Service Elite certification, has been operating for 10+ years, and maintains North American offices in San Francisco and Boston, with European and Asian headquarters in Paris, Shanghai, and Tokyo via the parent organization.

Name

SoftBank Robotics America

Legal name

SoftBank Robotics America, Inc.

Website

https://us.softbankrobotics.com

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

SoftBank Robotics America is the North American subsidiary of SoftBank Robotics Group, deploying autonomous mobile robots like Whiz and the Whiz Connect fleet management platform to enterprise customers across healthcare, hospitality, senior living, education, commercial real estate, and building services.

Ownership category

akta.pro rank

Product category

Commercial Cleaning Robotics

NAICS

Commercial and Service Industry Machinery Manufacturing (3333)

SIC

Misc Industrial & Commercial Machinery & Equipment (3590)

akta.pro primary industry

Smart Cleaning & Domestic Robotics (Robot Vacuums/Mops, Lawn Robots) (HSAPAQAK)

akta.pro secondary industry

Robot Software, Autonomy Stacks & Simulation (ROS, digital twins) (HDAAAIAK)

Keywords

• Commercial cleaning robotics
• Autonomous mobile robots
• Service robotics integration
• Enterprise robotics solutions
• Robotic fleet management

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Robot Hardware Sales: Sale of autonomous robots including Whiz, Scrubber 50 Pro, Vacuum 40, Pepper, Phantas, and Omnie for commercial cleaning and service applications.
2. Service and Support Programs: Enterprise-scale robotics adoption programs including implementation, training, ongoing support, data analytics, and operational reviews. Includes swap program for robot replacement at no additional cost.
3. Subscription/CapEx Models: CapEx model allows locking in activity costs over multiple years. Subscription models available for solutions like Whiz, allowing cost-effective piloting.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

SoftBank Robotics America (SBRA) sells and integrates autonomous commercial cleaning robots — Whiz (vacuum), Scrubber 50 Pro, Vacuum 40, Phantas, and Omnie — along with the Pepper humanoid robot for customer engagement, all managed through the Whiz Connect cloud-based fleet management platform. The company serves enterprise clients across healthcare, hospitality, senior living, education, commercial real estate, and multifamily with a robotics-as-a-service program that includes implementation, training, data analytics, automated reporting, and a robot swap program.

Product overview

SoftBank Robotics America operates as an autonomous robot integrator and North American arm of SoftBank Robotics Group, offering a coordinated portfolio of cleaning automation robots including Whiz (commercial vacuum), Scrubber 50 Pro (floor scrubber), Vacuum 40, Phantas, and Omnie, managed through the Whiz Connect fleet management platform. The company also offers Pepper, a humanoid robot for customer-facing applications across retail, banking, education, hospitality, and healthcare. All products are supported by an enterprise-scale robotics adoption program incorporating data analytics, automated reporting, and operational support services. The portfolio focuses on service operations automation, particularly commercial cleaning (sweeping, scrubbing, mopping, vacuuming) where robotics delivers fast time-to-value through labor optimization and consistent task execution.

Differentiator

Problem solved

Functional benefit

Brands

• Whiz: Commercial autonomous robot vacuum for floor cleaning in commercial spaces
• Scrubber 50 Pro
• Vacuum 40
• Phantas
• Omnie
• Pepper
• SoftBank Robotics Connect (SBR Connect)

Products and services

• Whiz Commercial autonomous robot vacuum using teach-and-repeat navigation technology, designed to autonomously handle floor vacuuming tasks (up to 30% of commercial cleaning jobs) with HEPA filtration for enterprise facilities in healthcare, hospitality, senior living, education, and commercial real estate.
• Scrubber 50 Pro Autonomous floor scrubbing robot for commercial cleaning operations, designed to work alongside human staff to handle intensive floor care tasks in enterprise environments.
• Vacuum 40
• Phantas
• Omnie
• Pepper
• SoftBank Robotics Connect (Whiz Connect)
• SoftBank Robotics Service Program

Quantifiable outcome

• Up to 90% labor hours removed for cleaning activities
• +7 more outcomes

Named customers5 records

Segments9 records

Ideal customer profiles6 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability8 records

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• ICE RoboticscoreTechnology or IntegrationWhiz commercial robot vacuum was developed in partnership with Brain OS and ICE Robotics, combining expertise in autonomous navigation and robotics hardware manufacturing.
• RobotLabcoreChannel Partner/ Reseller/ DistributorRobotLab serves as the US contact point for Pepper robot sales, support, and event rentals. Contact available through robotlab.com for purchasing, support, or event/PR inquiries.
• Cognitive CorpminorStrategic or Co-development PartnerCognitive Corp co-presented on-demand webinar with SoftBank Robotics America on workplace optimization and leveraging autonomous solutions to enhance occupant experience.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Brain Corp: Brain Corp powers the autonomy stack underlying Whiz via Brain OS and supplies the broader commercial floor-care robotics market through OEM partnerships. SBRA is both a Brain Corp investment partner and a primary commercial deployer of Brain OS-enabled robots, making it Brain Corp's most strategically aligned competitor/customer.
• ICE Robotics: ICE Robotics co-developed and manufactures Whiz for SoftBank Robotics and also sells its own commercial cleaning robot portfolio globally. It is both a partner and a competing supplier in the same autonomous vacuum category.
• Gaussian Robotics: Gaussian Robotics (Gausium) is the manufacturer behind SBRA's Scrubber 50 Pro and a broader autonomous commercial cleaning competitor; SBRA is also a Platinum Service Elite certified partner, making them adjacent competitors in the same product category.
• Avidbots: Avidbots manufactures and sells commercial autonomous floor-scrubbing robots (Neo) directly to enterprise customers in retail, airports, healthcare, and warehousing — overlapping squarely with SBRA's Scrubber 50 Pro target market and use case.

Broad incumbents

• Nilfisk: Nilfisk is a global incumbent in professional cleaning equipment with a growing autonomous robotics line; competes with SBRA in commercial floor care via a much larger legacy distribution and service network.
• Kärcher: Kärcher is a global incumbent in professional cleaning equipment with an expanding autonomous robotics portfolio; competes with SBRA in commercial cleaning via deep industrial channels and broad product breadth.
• Tennant Company: Tennant is a long-established incumbent in commercial floor-care equipment and has expanded into autonomous cleaning robotics. It serves many of the same enterprise cleaning buyers as SBRA but as part of a broader industrial equipment portfolio.
• iRobot: iRobot is the consumer robot vacuum market leader and has explored commercial extensions; while primarily consumer, its Roomba platform and brand awareness create indirect competitive pressure on SBRA's commercial vacuum positioning.

Emerging players

• Bear Robotics: Bear Robotics deploys service robots (Servi, Carti) into hospitality and restaurant operations, addressing adjacent use cases to SBRA's Pepper and Whiz in hospitality verticals with overlapping buyer personas.
• LionsBot: LionsBot designs and sells autonomous cleaning robots for commercial real estate and hospitality — overlapping with SBRA's target verticals and use cases, but with a smaller installed base and Singapore-centric footprint.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/softbankrobotics

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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 SoftBank Robotics America