Artificial intelligence in the home? It’s a good thing.
At least that’s what entrepreneur and home planning expert Martha Stewart is banking on. Last week, she announced the launch of Hint, a new company co-founded by Stewart and home services veteran Yih-Han Ma that reimagines homeownership through the combined power of human expertise and artificial intelligence.
Described as an “always-on, AI-native home management platform” via the company’s initial press release, the goal of the app is to “manage and optimize every facet of the home.”
Speaking with Realtor.com® shortly after the announcement, CEO and co-founder Ma explains that Hint is coming at a time when homeowners need all the help they can get, especially when it comes to juggling home finances.
“We care deeply about making homeownership more affordable for all. We want to help homeowners make smart financial decisions and deliver peace of mind,” he says.
How Hint can help
At its core, Hint will be an app that will “know your home” and equip homeowners with proactive guidance.
“Hint helps homeowners set up and manage critical services like insurance, internet, utilities, and energy plans, while proactively monitoring rates and identifying opportunities to save,” explains Ma, who promises that the app will “deliver concrete, tangible financial value to homeowners at every step.”
“For example, understanding a home’s energy usage allows Hint to recommend tailored energy plans that could save homeowners 40% or more. We help homeowners stay on top of critical maintenance, double-check contractor quotes, identify opportunities like property tax appeals or insurance discounts, and understand when DIY makes sense versus hiring a professional—all of which adds up to significant savings.”
Along with using public data, homeowners will be encouraged to upload documents like inspection reports and warranties so that Hint can then proactively guide homeowners through maintenance and essential tasks before problems become emergencies.
“Homeowners know they need to stay on top of maintenance—it’s just incredibly difficult to do manually, and the mental load is taxing,” says Ma.
Take your HVAC, for example. With Hint, the app will track warranties, environmental conditions, and usage patterns to help homeowners stay ahead of any problems. With regular basic maintenance that could be overlooked, especially by a first-time homebuyer, you can add five to 10 years to the life of your HVAC.
“The goal is to move homeowners from reactive to proactive homeownership,” explains Ma.
But Hint will take its guidance a step further by taking your location into consideration when making recommendations.
“From the moment a homeowner gives us their address, the app pulls an incredible amount of public data about that home, everything from weather patterns in the area to soil type to architectural styles,” explains Ma.
With that information in hand, the app can offer seasonal shift guidance that could affect your home and your maintenance plans.
“In a place like Texas, for example, Hint tracks how the combination of intense summer heat and local clay soils can actually threaten a home’s foundation, so it might proactively tell a homeowner to water their foundation to prevent cracking,” shares Ma.
“Or it would know that a weather system just passed, and since typical storms in Texas can leave wind and hail damage to roofs, recommend that homeowners check before leaks happen. Those are the kinds of expert connections most people wouldn’t think to make on their own.”
Martha in the mix
Since 1993, Martha Stewart has been sharing her wisdom and expertise on running a home, with millions of consumers via books, magazines, TV shows, and appearances. From decor tips to recipes to DIY hacks, Stewart has become an unmatched authority in the home space and as Ma puts it, her expertise is “deeply embedded into every aspect of the platform.”
“Martha brings a methodical, deeply researched, and scientific—yet practical—approach to home management,” explains Ma. “I would argue that she’s the greatest advocate for the regular homeowner and consumer.”
And that is the promise that Stewart and Ma are sharing with prospective users when the app launches in summer 2026. The app will provide proven, researched approaches to everything from choosing siding to the exact time to plant given soil type, with Stewart in the mix to not just provide guidance, but also gear the usability of the tool
“Hint is about democratizing access to that level of expertise; she cares deeply about making sure Hint works whether you have a $100,000 house or a $5 million house,” says Ma.
“I have always been passionate about showing people how to care for and beautify their homes,” said Stewart in the company announcement release.
“Hint brings that philosophy to more people, making the knowledge and expertise behind thoughtful homeownership accessible to everyone. Empowering people to make their home a place they love and one of their smartest investments is core to Hint.”