HaaS 100 (late April 2025)

Hardware-as-a-service (HaaS) is gaining momentum across a variety of industries. Many of the early adopters of HaaS are in robotics, offering robots-as-a-service (RaaS) to decrease barriers to entry and improve overall value to customers. Others offer machine-as-a-service (MaaS), device-as-a-service (DaaS), or equipment-as-a-service (EaaS).

Some companies pitch outcomes more than assets, offering data-as-a-service or platform-as-a-service models. From network-as-a-service to facades cleaning; managed service providers (MSPs) to managed security service providers (MSSPs); and autonomous construction equipment to diagnostic sensors and 3D printers, these companies are on the cutting-edge of their fields.

This post is part of a series about modern hardware companies, their business models, and the future of HaaS. For more, see posts from early and late January, early and late February, early and late March, and early April.

MyLand

• Founded date: 2014
• Location: Phoenix, Arizona
• Employees: ~80
• What they do: Hardware and software for soil health
• Customers: Farmers in the key growing regions of California, Arizona, Texas, the Pacific Northwest, and Alberta, Canada
• Website: myland.ag

MyLand combines patented hardware and software to restore soil health using live, native microalgae. Through detailed soil sampling, the company identifies the best microalgae strains for a farm’s unique soil chemistry, cultures them, and delivers them continuously via the MyLand System, which is integrated with the farm’s existing irrigation system. This process enhances soil biology, boosts water retention, and increases carbon sequestration while improving crop yields and supporting food security and climate resilience. By revitalizing soil health, MyLand helps farmers restore their land’s natural ecosystem, achieve greater productivity, and produce healthier, more sustainable food. Their approach not only benefits the environment but also enhances the profitability of farming operations.

The company's “soil-as-a-service” model—a targeted implementation of the hardware-as-a-service (HaaS) model—provides farmers with a turnkey solution to achieve healthier soils without the need for major infrastructure changes. The service includes on-farm installation of the MyLand System, remote monitoring, and continuous optimization by a team of field service technicians, agronomists, and soil scientists. Farmers benefit from live microalgae delivery integrated with their irrigation systems, ongoing system maintenance, grower support, and regular soil health assessments, ensuring sustained improvements in soil quality. Approved for organic farming by California Certified Organic Farmers (CCOF), this service also aligns with strict organic certification standards, enabling organic growers to enhance productivity sustainably.

“Our soil-as-a-service model reflects MyLand’s commitment to making regenerative agriculture accessible and scalable for farmers,” says Dane Hague, Co-Founder and CEO. “By eliminating the need for upfront capital investments in our hardware, we empower growers to adopt this transformative technology with minimal risk. This model not only enhances farmers’ return on investment by improving yields and reducing water use, but also enables MyLand to build long-term partnerships with growers, fostering a shared commitment to healthier soil and a healthier planet.”

Makr Shakr

• Founded date: 2015
• Location: Turin, Italy
• Employees: ~40
• What they do: Robotic bartending systems
• Key customers: Royal Caribbean, Sandbox VR, Hard Rock Cafe, Singapore’s Changi Airport
• Website: makrshakr.com

Makr Shakr designs robotic bartenders equipped with dual mechanical arms and outfitted with sensors that allow them to replicate the actions of a skilled mixologist—shaking, stirring, muddling, and pouring—enabling them to craft a variety of cocktails, from spritzes to negronis. Toni can prepare over 80 drinks per hour—including both alcoholic and non-alcoholic beverages—while navigating 158 bottles of spirits and juices. Compatto can serve both coffee and cocktails, making it ideal for locations requiring a barista as well as a bartender. Veloce can prepare up to 250 drinks per hour and pour any drink precisely in just 15 seconds, making it ideal for high-traffic environments. Each model features an intuitive system for ordering and serving, with stylish, illuminated delivery spots for drinks. The robots can also pour pints of beer and perform tasks like cutting lemons, dispensing mint, and crushing ice.

The company provides a number of pricing options to suit different needs. Customers can choose to rent the robots for one-time events, or opt for a hybrid hardware-as-a-service (HaaS) model in which they purchase the robots as a one-time transaction and then subscribe to ongoing software and service packages. These packages typically include installation, comprehensive training, 24/7 customer support, replacement parts, regular software updates, annual maintenance visits, and up to five years of warranty and assistance. This flexible model ensures that clients receive both the hardware and the ongoing services required to maximize the system’s performance.

“A subscription approach fosters long-term relationships with customers,” explains CEO Emanuele Rossetti, “ensuring that they benefit from the latest advancements in robotic mixology technology. By maintaining continuous engagement, Makr Shakr can promptly address any issues, optimize performance, and adapt to evolving customer needs, thereby enhancing the overall customer experience.”

Dexterity

• Founded date: 2017
• Location: Redwood City, California
• Employees: ~200
• What they do: AI-powered robots for warehouses
• Key customers: FedEx, Kawasaki Heavy Industries, Sagawa Express Co.
• Website: dexterity.ai

Dexterity builds intelligent robots with human-like dexterity for warehouse automation. Its solutions include a singulation and induction robot that leverages computer vision to pick and induct parcels into sorters at a rate of 2,000 pieces per hour; a palletization and depalletization robot that can be deployed in two days and work at production rate without requiring training; and DexR, a robot that autonomously drives in and out of trucks to load and unload them. Dexterity’s solutions seamlessly adapt to existing facility infrastructure and operations, supporting both high-SKU and multi-SKU environments, and utilize AI-driven force control to provide tactile precision. The latter allows the robot to detect the texture and condition of a soft or wrinkled package, adapting its approach to ensure the optimal grip and packing configuration.

In addition to its robots, Dexterity provides fleet management and data analytics capabilities. The company takes a full-stack approach, combining hardware with a suite of software modules and offering them under a comprehensive robots-as-a-service (RaaS) business model. The end-to-end solution also includes 24/7 support, and continuous hardware upgrades and software updates. With every task completed, machine learning enables the robot to evaluate its own performance, continuously refining its intelligence and efficiency.

Wabash

• Founded date: 1985
• Location: Lafayette, Indiana
• Employees: ~6,000
• What they do: Trailers and truck bodies for optimized supply chains
• Key customers: J.B. Hunt, Kroger, Penske
• Website: onewabash.com

Wabash specializes in the design, manufacture, and servicing of a wide range of trailers and truck bodies to optimize supply chains across industries such as logistics, transportation, and infrastructure. The company’s product offerings include dry van trailers, platform trailers, and tank trailers, and truck bodies, all designed for durability and performance in various operational environments. Wabash also provides thermal management solutions through its Acutherm solutions, ensuring that goods are kept at the correct temperature—whether hot or cold—regardless of environmental conditions. Customers include private fleets, over-the-road carriers, regional operators, less-than-truckload carriers and 3PLs.

Operating under a “trailers-as-a-service” (TaaS) model—a subset of hardware-as-a-service (HaaS)—Wabash provides fleet managers with a scalable, end-to-end solution that eliminates the need for large upfront capital expenditures. This pay-for-use model allows clients to subscribe to trailer capacity, including insurance and loaners, and includes services such as asset and fleet management, telematics, real-time trailer performance analytics, and proactive alerts. The TaaS subscription model offers guaranteed uptime, ensuring businesses have the trailers they need without worrying about maintenance, repair, or long-term financial commitments. Clients can easily adjust their fleet sizes as operational needs fluctuate.

Hyphen

• Founded date: 2018
• Location: San Jose, California
• Employees: ~50
• What they do: Industrial kitchen automation
• Key customers: Chipotle, Aramark, Compass Group
• Website: usehyphen.com

Hyphen builds the Makeline system, a modular solution that automates bowl production. The Makeline “counter” consists of an upper section where staff hand-prepare orders and a lower section that auto-assembles the orders on a conveyor system. A suite of sensors, LiDAR, and vision systems guide the meal from start to finish, monitoring everything from temperature to weight, ensuring precisely portioned and perfectly plated meals every time. A digital backsplash alerts staff when ingredients are low, and the configuration is fully customizable: Operators simply log into Culinary OS, Hyphen’s operating system, and drag-and-drop new ingredients. The software recalibrates the feeders so they can dispense ingredients with new material properties.

Hyphen offers Makeline on a subscription-based robotics-as-a-service (RaaS) pricing model that scales based on the volume of orders a restaurant places per year. Pricing is tiered, and cost-per-meal decreases as order throughput increases. As such, Makeline becomes an operating expense that scales based on demand. The company charges a small upfront fee for transportation and installation (the solution doesn’t require any retrofitting). RaaS contracts include continuous machine monitoring and maintenance services.