Smart Home startup ecosystem
We track 7 organisations in this sector across 4+ countries.
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Ajax Systems
Overview: Ajax Systems is a leading security technology startup and is now the largest manufacturer of professional security systems in Europe. The company develops and produces a range of smart security devices for homes and businesses - including wireless motion detectors, door/window opening sensors, glass break sensors, fire alarms, flood detectors, and control panels - all connected via Ajax's proprietary radio communication technology. An Ajax security system typically centers around a smart hub and can integrate over 50 different sensors and sirens to provide comprehensive intrusion detection, fire safety, and even smart home automation. The devices are known for their sleek design (winning multiple Red Dot design awards) and reliable performance (long battery life, extended wireless range, resistant to jamming). Users manage the system through Ajax's mobile app, receiving instant alerts and being able to arm/disarm or monitor their property from anywhere. Unlike traditional wired security systems, Ajax's wireless approach allows easy installation and scalability. With its combination of hardware and software, Ajax Systems has effectively become a security platform protecting over 1 million premises in more than 120 countries. Founding Story (2011): Ajax Systems was founded in 2011 in Kyiv, Ukraine by Oleksandr (Alexander) Konotopskyi. Konotopskyi started Ajax in his mid-20s, with a vision to build a security system that was both high-quality and affordable, targeting a gap in the market between cheap unreliable alarms and overly expensive Western systems. In the early days, Ajax was literally a garage startup - the team of engineers hand-soldered the first devices themselves. They focused initially on creating a car alarm and simple motion detectors, but soon pivoted fully to smart home security. The name "Ajax" was chosen to signify agility and strength (after the Greek hero). The company struggled to find capital at first, as Ukraine in 2011 had limited VC presence. In 2015, Ajax got its first external investment of $1M from SMRK, a local fund run by MacPaw's CEO, which allowed scaling production. A major milestone was around 2016 when Ajax launched its second-generation system with the Jeweller radio technology and a polished mobile app - this got attention in European markets. By 2017, Ajax started exporting its devices beyond Ukraine, and a turning point came when it won a prestigious security industry award in the UK, helping build global credibility. The founding story is one of persistence: Konotopskyi has often recounted how many advised him that manufacturing electronics in Ukraine was impractical, but he proved it possible with a highly motivated local team. Product and Innovation: Ajax's product line today includes about 180 products covering intrusion detection (motion, opening, glass break sensors), fire safety (smoke and CO detectors, fire alarm), flood prevention (leak detectors), plus sirens, keypads, panic buttons, and relay modules to control third-party devices. The system connects via radio frequencies (868 MHz band in Europe, etc.) with range up to 2000 meters and has advanced encryption. One of Ajax's innovation points is its proprietary OS Malevich that runs the hubs, enabling over-the-air updates and new features. The Ajax mobile app provides a modern UX that was missing in older alarm systems. Another innovative aspect is battery life - sensors can work 5-7 years on one battery, addressing a pain point of wireless security. Ajax also built a technology called Wings for photo verification - some motion detectors have cameras that can send photos when triggered, so users and alarm companies see if an intruder is present. The target market for Ajax includes both residential customers and small businesses/shops, as well as larger commercial clients (they have a heavier-duty hub for enterprise). The systems are typically sold and installed via a network of 1,100+ authorized security providers/installers globally, rather than direct to consumer only. This channel strategy helped Ajax penetrate traditional security markets in Europe, Asia, and beyond. Traction and Scale: The growth of Ajax Systems has been remarkable, especially post-2015. As of late 2023, Ajax serves over 4 million end users worldwide who rely on its security systems. It has become the top alarm system brand in Europe by units sold - a feat for a Ukrainian company competing with legacy giants. The company's revenue reflects this: in 2023, Ajax's revenue was around UAH 7.5-8.5 billion (Ukrainian hryvnia), roughly $200+ million USD, showing rapid growth from just a few million USD a decade prior. It's been profitable and reinvesting in expansion, now running multiple manufacturing plants. Ajax exports to over 120 countries, with key markets including Italy, Spain, France, the UK, and also growth in the Middle East and Latin America. In Ukraine, Ajax became a market leader, protecting many homes even amid the war. The company's workforce grew to around 2,500 employees (by 2025) spread across R&D centers in Kyiv, hardware development in Kharkiv, and manufacturing facilities in Ukraine and a new plant in Turkey (opened 2022) and recently in Vietnam (opened 2025 to diversify production). These expansions are partly in response to risk management due to regional instability, but also to meet surging global demand. Ajax's products have received numerous awards in the security industry and technology circles for innovation. Funding and Investors: Ajax's funding journey started with local investors. The initial $1M from SMRK in 2015 and early revenues got the company off the ground. A significant boost came in 2019 when Horizon Capital, a U.S.-Ukrainian private equity firm, invested $10 million for a minority stake. This effectively was Ajax's Series A, and it valued the company north of $70M reportedly. Horizon's investment provided growth capital to scale production and international sales. Interestingly, Ajax never took traditional Silicon Valley VC funding; by the time it was on VC radar, it was already profitable and scaling via PE style funding. EBRD also extended some debt financing to Ajax as it expanded manufacturing. Total external funding is relatively modest (about $11M equity and some debt), as the company's strong revenue allowed it to fuel growth internally. PitchBook data shows Ajax's valuation surpassed $100M by 2020, and given the revenue growth, some speculated it could approach unicorn status if valued on a typical tech multiple (though security hardware might have lower multiples). Achievements and Impact: Ajax Systems stands out as one of the most successful hardware startups from Eastern Europe. Achievements include becoming the number 1 security system brand in Europe within 10 years, something even the founder calls "building the Apple of security in Ukraine." The products have achieved a level of reliability that professional security companies trust - over 1,200 security companies (alarm response centers) around the world integrate with Ajax's system to provide monitoring services. Ajax's impact in Ukraine is also profound: it built local manufacturing when many said it was impossible, created thousands of jobs, and became one of Ukraine's top tech exporters. Even during the 2022 Russian invasion, Ajax kept its factories in Ukraine running (with precautions and relocating some lines to safer regions) and supported the war effort by developing an "Air Alarm" app for Ukrainians (in partnership with the government) to warn of missile attacks. This app uses Ajax's expertise in instant mass notification and became a widely used tool, saving lives. Ajax's success has been a beacon for Ukraine's tech industry, proving that a hardware company can scale globally from Ukraine. In recognition, founder Konotopskyi received national awards and is often cited among top Ukrainian entrepreneurs. The company's plans include possibly an IPO in the future once global expansion stabilizes. It continues to innovate - recent new products include automation devices (to control lights, thermostats, etc., moving Ajax towards smart home, not just security). By coupling security with convenience, Ajax is carving out a role in the broader IoT and smart home market. In summary, Ajax Systems transformed from a Kyiv startup into a global security powerhouse, all while keeping its R&D and much of its production in Ukraine, which is a testament to the talent and resilience of Ukrainian engineers and business leaders. Sources: inventure.com.ua, euristiq.com, techukraine.org, ajax.systems.
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Allterco Robotics (Shelly)
Allterco Robotics, better known through its flagship Shelly brand, is a Sofia-based smart-home hardware company that designs, manufactures, and sells Wi-Fi-connected relays, sensors, and smart-plug devices that have become one of the most popular prosumer home-automation product lines in Europe. Unlike cloud-locked consumer smart-home brands, Shelly devices are designed around local control, open protocols (MQTT, REST, Matter), and compatibility with open-source home-automation stacks like Home Assistant, which has earned the company a strong following among technical users and installers who do not want their lights and shutters depending on a third-party cloud. Allterco is publicly listed on the Bulgarian Stock Exchange and has expanded significantly into European and North American retail channels. It is one of the most interesting examples of European consumer hardware being built out of CEE and a useful counterpoint to the region's software-heavy tech narrative.
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IFA Berlin
Organizer of IFA Berlin, one of the world's oldest and largest consumer electronics trade shows, running since 1924. Each September the event attracts over 180,000 visitors and features startup-focused programs like IFA NEXT, giving hardware and smart-home founders a global stage alongside major brands and media coverage.
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IFA Berlin 2026
Flagship global consumer electronics trade show at Messe Berlin and a major launch platform for hardware and smart-home products. Startup-focused programs such as IFA NEXT help early-stage teams access media, distribution, and manufacturing partners.
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Light + Building 2026
Biennial lighting and building services technology fair. Price: about EUR 30-50 day ticket. Key for proptech, smart home, and building automation startups.
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Light + Building 2028
Light + Building 2028 runs 5-10 March in Frankfurt, the biennial world's leading trade fair for lighting and building services technology. The event covers electrical installation and network technology, home and building automation, and lighting technology, with the Design Plaza and other side events accompanying the exhibition.
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Nuki
Nuki is a Graz-based Austrian startup, founded in 2014 by brothers Martin Pansy (CEO) and Jürgen Pansy, that makes retrofit smart locks and access hardware requiring no drilling and fitting most existing European door cylinders in minutes. Its line spans the flagship Smart Lock Ultra — with a brushless motor that unlocks in under a second and a 2025 CES Innovation Award — alongside the Keypad 2 (PIN, fingerprint and NFC), Opener (intercom bridge), Fob and Door Sensor, with compatibility across Apple Home, Alexa, Google Home and SmartThings. Nuki was the first electronic lock with native Matter support and an early adopter of the Aliro NFC access standard, and is privacy-first, requiring no mandatory user account. By early 2026 Nuki had over 600,000 smart locks deployed, more than one million active users and over two billion locking operations a year, positioning it as Europe's leading smart-lock brand after 50%+ annual sales growth in 2022 and 2023. The company entered the US market in July 2025 and is preparing a door-integrated Smart Module for late 2026. Nuki has raised roughly €22M, led by German growth investor Cipio Partners in a €20M+ 2021 round with Austrian backers Up to Eleven, Fortuna and Venta, and was an earlier strategic partner of Allegion.
