Martha Stewart co-founds Hint, an AI app that knows when to vacuum your fridge coils

Martha Stewart isn’t just lending her name to another venture — she’s showing up twice a week to argue about soil composition. The lifestyle mogul has joined Hint, a new AI-powered home management app launching today, as a genuine co-founder with equity and operational responsibilities, not a paid spokesperson.

“She’s a real co-founder with a serious stake in equity, and she does work for the company and the app. She’s not a figurehead,” says CTO Kyle Rush, who lives near Stewart and regularly visits to review the product. “When it’s wrong about soil, she’ll say it, and when it’s not right about something about the home…she’ll comment on what I design and the branding and the language.”

The app builds a detailed profile of your home from public records and personal uploads. Feed it your address and it pulls in property data, climate risks, and soil reports. Upload photos of your appliances, inspection reports, and insurance policies, and Hint constructs a living maintenance calendar that knows, for example, when you last flushed the water heater or if those neglected condenser coils are a fire hazard waiting to happen. An in-app chatbot can answer questions ranging from your cost per kilowatt-hour to whether filing an insurance claim for that leak actually makes financial sense.

Rush, who previously led engineering at Casper and built tech for Obama’s presidential campaigns, originally started the company in 2024 focused narrowly on decarbonization incentives. That vision expanded fast. The bigger play, the team realized, was becoming the operating system for the single largest asset most people own. Hint assigns your home a running “home score” and pushes proactive notifications, evolving its recommendations as your house ages and the environment around it changes. It’s a decidedly unsexy application of AI — no image generation, no chatbot poetry — but that’s precisely the point.