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 August, early and late September, and early and late October.
Greenfield Robotics builds and operates lightweight, AI-powered robots that mechanically remove weeds in large-scale (broadacre) farms growing crops like sorghum, soybeans, and cotton. Rather than relying on herbicides, Greenfield’s fleet of robots cuts weeds between rows, day or night, with minimal crop disturbance. Their modular platform supports additional regenerative tasks such as planting cover crops, adding nutrients, and soil testing—all performed by a coordinated suite of bots that share a common chassis. The technology integrates proprietary machine vision, precision navigation, and real-time fleet coordination, enabling farms to reduce chemical use, protect soil health, and produce cleaner, nutrient-dense food at scale.
Greenfield operates under a Robots-as-a-Service (RaaS) model they call Fleet-to-Farm BOTony. Farmers don’t purchase or maintain the bots; instead, Greenfield delivers a swarm of robots to the farm, performs the service, and charges on a per-acre basis. This eliminates the need for upfront capital investment in equipment and keeps the cost comparable to traditional herbicide applications. With robots maintained and upgraded by Greenfield, farmers gain access to cutting-edge automation without added operational complexity.
“We built Greenfield Robotics' business model to scale regenerative agriculture the way cloud computing scaled technology,” says CEO Nandan Kalle. “Farmers subscribe to results, not machines. That model lowers adoption barriers, drives profitability, and accelerates the transition to chemical-free farming at scale.”
Markforged
Markforged offers a comprehensive additive manufacturing platform known as The Digital Forge, which integrates industrial 3D printers, proprietary materials, and cloud-based software. The company’s product lineup includes desktop and industrial printers like the Mark Two, X7, and FX20, capable of printing with composite materials reinforced with continuous fibers such as carbon fiber, fiberglass, and Kevlar. Additionally, the Metal X system enables the production of metal parts using materials like stainless steel, Inconel, and copper. The platform is designed to produce functional parts with high strength and precision, suitable for applications in aerospace, automotive, and manufacturing industries.
The company’s hybrid recurring sales model combines hardware sales with a subscription-based approach for software and materials. Customers purchase the 3D printers and then subscribe to the Eiger software, which provides cloud-based slicing, print management, and fleet management capabilities. This model allows for continuous updates and improvements to the software, so that users always have access to the latest features and performance enhancements. The subscription also includes access to Markforged's proprietary materials, ensuring optimal compatibility and performance.
Fulfil
Fulfil is building a fully automated robotics platform purpose-built for online grocery fulfillment. Unlike other warehouse automation providers, Fulfil handles the entire pick-and-pack process across all grocery categories—including fresh, refrigerated, and frozen items—with zero-touch robotics. Its system includes vertical storage towers, item-level inventory tracking, temperature-controlled zones, and proprietary ShopBot robots that shuttle orders around the warehouse with speed and precision. Fulfil’s platform is powered by a sophisticated orchestration layer, combining AI, sensor fusion, and computer vision to achieve industry-leading accuracy, throughput, and efficiency.
The company offers its automation platform through a Robotics-as-a-Service (RaaS) pricing model, allowing grocery retailers to avoid large upfront CapEx. Instead, Fulfil provides the entire stack—hardware, software, maintenance, and upgrades—for a recurring fee that scales with site size, SKU count, and order volume. This all-in-one subscription includes installation, support, system monitoring, and access to real-time inventory and operations analytics. The model is designed for fast deployment and flexible scaling across micro-fulfillment centers, dark stores, and hybrid in-store deployments.
Airobotics
Airobotics designs and manufactures fully autonomous drone systems that combine proprietary hardware and software to support 24/7 aerial operations in complex environments. Its flagship offering, the Optimus System, includes a high-performance drone, an automated docking station for battery and payload swaps, and mission management software that enables pre-programmed or on-demand flights with no human pilot required. The system is equipped with advanced sensors, real-time video and analytics capabilities, and secure data streaming, making it ideal for industrial inspections, public safety, border protection, infrastructure monitoring, and smart city applications. Airobotics also offers the Iron Drone Raider, an autonomous counter-UAS solution designed for defense and homeland security use cases.
The company employs a hybrid pricing model depending on customer needs. While some government and defense clients purchase the system outright (along with ongoing maintenance agreements), most commercial and municipal customers use a Robot-as-a-Service (RaaS) model. In this setup, Airobotics owns and maintains the infrastructure, while customers pay a monthly subscription fee for access to aerial monitoring services. This approach includes setup and calibration, regular maintenance, automated mission programming, and secure data access. By operating the drones remotely and autonomously, Airobotics enables clients to scale drone operations without hiring or training personnel, and allows one drone system to serve multiple stakeholders across a region—lowering total cost and improving operational efficiency.
Safe Fleet
Safe Fleet delivers a suite of integrated safety solutions tailored to fleets of all kinds, including school buses, fire trucks, agricultural machines, waste and recycling vehicles, and military transport. The company’s offerings encompass a range of products and services designed to improve vehicle safety, security, and performance. These include backup cameras, 360-degree camera systems, collision avoidance and detection technologies, and driver assistance features like lane departure warnings and adaptive cruise control. Additionally, Safe Fleet offers mobile video solutions, fleet management systems, public safety solutions, lighting systems for emergency vehicles, telematics and GPS systems, and safety and compliance services. By unifying these best-in-class brands into an integrated safety platform, Safe Fleet aims to make fleets smarter, and people safer.
The company’s approach is built around a subscription model it calls Safety-As-A-Service (SAAS), which covers hardware installation, continuous service, and proactive maintenance to keep systems running smoothly. This model ensures that all technology systems are regularly inspected and fully operational, guaranteeing optimal performance and longevity. Safe Fleet’s contracts may include equipment repair or replacement, extended warranties, 24/7 technical support, software updates (e.g., for its fleet management, telematics, or predictive analytics software), and hardware upgrades (e.g., for its 12-volt specialty equipment, proximity sensors, or cameras). This approach allows fleet operators to access advanced safety technologies without the burden of large upfront costs, providing a cost-effective and scalable solution that adapts to the evolving needs of their operations.