Martha Stewart wants to be your home insurance agent?

Martha Stewart, home services executive Yih-Han Ma, and AI entrepreneur Kyle Rush launched Hint , an AI-native home management platform designed to help homeowners manage maintenance, spending, and long-term home value through personalized guidance and automation.

The company also announced a $10 million seed round led by Slow Ventures, with participation from Montauk Capital, Tusk Venture Partners (early investors in Lemonade ), Amplo, Energy Impact Partners, Hannah Grey VC, and Brian Kelly, founder of The Points Guy.

Set to launch later this summer on desktop and iOS, Hint positions itself as an always-on assistant for homeowners, combining AI with home expertise to provide proactive recommendations around maintenance, repairs, costs, and home optimization. The company says the platform is designed to replace fragmented and reactive home management with continuous monitoring and personalized insights.

Stewart, who co-founded the company, said Hint extends her long-standing focus on helping consumers care for and improve their homes.

Ma, Hint’s co-founder and CEO, previously built and led home services brands within Red Ventures’ portfolio – Red Ventures owns Coverage.com . Co-founder and CTO Kyle Rush previously held engineering leadership roles at companies including Casper and focuses on applied AI systems.

The founding team also includes Andrew Serafin, Isaiah Sawhney, and Joe Guglielmi, with backgrounds spanning home services, digital media, and e-commerce.

Bottom line: Many insurers have tried to expand into broader home ownership services and failed. Martha Stewart entering home insurance — based on Hint’s website — is an interesting move, but the bigger question is who she’ll partner with to actually underwrite the risk?