Martha Stewart's new AI startup, Hint, says it can help you run your home — and investors just put up $10 million to back her

Martha Stewart has launched Hint, an AI-powered home-management platform co-founded with Yih-Han Ma and Kyle Rush, designed to help homeowners proactively manage maintenance and avoid costly repairs. The startup recently raised $10 million in funding, with the idea originating from a conversation between Stewart and Rush at her farm. Hint will use AI to monitor home systems, pulling data like local weather patterns, flood risks, and property records to create a dynamic digital profile of a user’s home. Users will input their home address, allowing Hint to analyze publicly available data and integrate uploaded documents such as inspection reports, warranties, and utility bills. The platform will then send alerts for tasks like renewing insurance policies, warning about weather-related risks, and flagging potential maintenance issues before they escalate. It will also identify unnecessary contractor spending, shifting homeownership from reactive fixes to preventive management. Hint plans to generate revenue through premium features and affiliate fees for recommended services. The company envisions its technology as an extension of Stewart’s decades of expertise in home management, automating complex tasks that traditionally overwhelm homeowners. The platform aims to streamline home maintenance by centralizing critical information and providing actionable insights. Development began after Stewart realized existing technology couldn’t yet meet her vision for proactive home management. By combining AI with her established knowledge in domestic organization, Hint seeks to bridge the gap between educational resources and hands-on home care. The startup’s launch marks Stewart’s entry into the AI-driven consumer tech space, leveraging her brand to address a gap in smart home solutions.