Lifestyle icon Martha Stewart is taking her home-care expertise to artificial intelligence (AI). The media mogul has officially joined the co-founding team of Hint, a newly launched app designed to serve as an intelligent, central hub for home maintenance and property management.

The platform relies on AI to simplify the complex and often overwhelming realities of homeownership, blending public data, document analysis, and Stewart’s decades of domestic experience.

Unlike typical celebrity endorsements, Stewart has taken an active co-founder equity stake in the company rather than acting as a figurehead, according to co-founder and chief technology officer Kyle Rush. Rush, former engineering lead at Casper and campaign tech veteran, works alongside Stewart regularly to refine the platform.

“She does work for the company and the app,” Rush said, noting that Stewart personally reviews the technology’s output. “When it’s wrong about soil, she’ll say it… she’ll comment on what I design, the branding, and the language.”

The executive team also includes co-founder and CEO Yih-Han Ma, a former senior executive at digital media firm Red Ventures.

Originally conceived in 2024 as a tool to help homeowners navigate home decarbonization incentives, the startup pivoted after recognizing a broader demand for comprehensive home management software.

Hint, a portmanteau of “home” and “intelligence,” builds a tailored profile of a property the moment a user inputs their address. The app pulls from public datasets, property records, localized weather, utility data, and soil reports to analyze hyper-local conditions.

Homeowners can then upload critical property documents — including mortgage agreements, inspection reports, warranties, and insurance policies — alongside photos of major household appliances.

Using commercial AI models from OpenAI as well as Google’s Gemini for visual processing, the app offers several core features. Proactive push notifications remind users to tackle routinely overlooked tasks, such as flushing water heaters, checking well salt levels, or vacuuming refrigerator coils to prevent fire hazards.

The app analyzes local soil and air conditions, assessing how drainage might impact foundation stability, or how regional climate patterns could affect flood risks and home insurance rates.

An integrated AI assistant allows users to query their uploaded files directly, answering questions ranging from historical AC service dates to specific energy costs per kilowatt-hour.

Additionally, the app assists homeowners in evaluating deductible levels, identifying coverage gaps, weighing insurance claims, and calculating a composite “home score” to track overall property maintenance.

“My life’s work is showing people how to care for and beautify their homes,” Stewart said in a statement. “Hint brings that philosophy to more people, making the knowledge and expertise behind thoughtful homeownership accessible to everyone.”

Hint launches with $10 million in backing from investors, including Montauk Capital (which incubated the startup), Slow Ventures, Tusk Venture Partners, Energy Impact Partners, Amplo VC, Hannah Grey, and entrepreneur Brian Kelly.

The iOS and web application is currently available for free, with no ads or initial subscription fees. The company plans to monetize primarily through affiliate revenues generated from a network of vetted service providers.

To address potential conflicts of interest, Rush stated that the monetization engine is strictly firewalled from the AI’s core recommendation algorithms to prevent pay-for-play contractor suggestions. A premium subscription tier targeting multi-property owners is also planned for future release, though pricing details have not yet been disclosed.

While the heavy initial lift of uploading documents and data privacy considerations may present hurdles for some users, Hint aims to become an indispensable digital assistant for millions of residential property owners.