Ugreen announces its first smart-home platform, HomeAgent, alongside a new range of liquid-cooled MagFlow chargers, signalling a move into premium integrated automation and innovative charging solutions, with a US-focused marketing push including NFL partnership.
UGREEN has begun taking reservations for its first smart-home platform while putting a new MagFlow wireless charging range on sale immediately, marking a clear move beyond the chargers and accessories business that made its name. Coverage from Forbes and 9to5Google framed the announcement as an attempt to become a central platform company inside the home, not merely a peripheral supplier, after a preview event at Gillette Stadium in Foxborough, Massachusetts on 1 September and a wider public showing around IFA 2026 in Berlin.
The centrepiece is HomeAgent, a local-first system built around a hub that stores footage and other files inside the home while running AI tasks on-device. Forbes reported that the HA100 is designed to handle security video, photos and smart-home control in one box, with a voice assistant called Uliya available through a dedicated speaker. MacRumors said the system can act as a Matter controller and connect to third-party products over Wi-Fi, Zigbee, Thread, Bluetooth, NFC, ONVIF/RTSP and PoE. UGREEN’s own materials also add an important qualification to the privacy pitch: while storage, security and automation functions can run locally, account registration, remote access, mobile notifications, software updates and optional cloud features may still require an internet connection or cloud services.
A more practical question is what buyers get at each price tier. Tom’s Guide reported that UGREEN plans three hub models. The HA100 uses an RK3588 processor with 16GB of memory and 6 TOPS of AI performance. The HA100 Pro steps up to a CIX-P1-CP8180 chip, 32GB of memory and 30 TOPS. At the top end, the MasterAgent MA100 uses Nvidia’s Jetson Thor T5000 platform with 128GB of memory. Tom’s Guide said that model includes four SATA bays and two M.2 NVMe slots, while MacRumors reported that UGREEN claims up to 2,070 FP4 TFLOPS of local compute for heavier multi-device workloads.
Those figures help explain why the pricing looks more like prosumer NAS hardware than a conventional smart speaker or smart display. UGREEN said early-bird pricing starts at $899 for the HA100, $2,999 for the HA100 Pro and $9,999 for the MA100. Tom’s Guide, however, published a table showing both discounted and full prices: $899 or $1,799 for the HA100, $2,999 or $5,999 for the HA100 Pro, and $9,999 or $19,999 for the MA100. That supports the company’s offer of a 50% discount for early backers who place a deposit before the Kickstarter campaign begins on 27 October.
The wider HomeAgent package reaches further than the hubs alone. Forbes said the system is meant to combine AI processing, storage, security cameras and device control across multiple products, with Uliya able to trigger routines, answer questions about what is happening at home and generate spoken alerts for events. Tom’s Guide said the base HA100 can identify pets in broad terms but cannot distinguish a dog from a cat, or interpret movement with the same depth as the more expensive models. Higher-tier versions add more advanced object understanding and, according to Tom’s Guide, allow users to create automations through natural-language requests. MacRumors added that the first wave of third-party support is limited to lights, switches, sensors and curtains.
The camera and display strategy shows how UGREEN intends to keep people inside its own ecosystem. According to the company release, the SynCare range will include indoor, PoE and battery-powered cameras, alongside a smart speaker and a Gallery display product. Forbes said recorded footage can be searched by keyword and summarised rather than scrubbed manually through long timelines. UGREEN also says Uliya can generate alerts for a package arriving or for a baby crying, while its marketing materials promise automatic highlight reels drawn from security footage and stored photo libraries. The accessories are due to join the Kickstarter campaign in October rather than ship as general retail products first.
Alongside the home platform, UGREEN is trying to differentiate its charging hardware through thermal management. MacRumors and 9to5Toys both reported that the new MagFlow Pro Magnetic Power Bank is a 10,000mAh unit priced at $149.99 and sold now through UGREEN’s own channels and Amazon. The device uses a micro-pump to circulate coolant internally, and both outlets said the rear has a transparent window so users can see that coolant moving. 9to5Toys added that the pack includes a display showing charging power, battery level, cycle count and cooling status, and that UGREEN claims it can take an iPhone 17 Pro Max to 50% in about 40 minutes under the company’s own testing.
The rest of the charging line is pitched at desks and travel. UGREEN said the MagFlow Pro 3-in-1 Magnetic Wireless Charging Stand costs $159.99, while the foldable 2-in-1 magnetic charger is priced at $59.99. 9to5Toys reported that related launch deals on the wider MagFlow range start from $43 through the brand’s storefront. The underlying message is the same as with HomeAgent: UGREEN is trying to move up the value chain by solving a more technical problem, in this case the heat generated by faster 25W magnetic charging, rather than competing on commodity accessories alone.
The commercial push is also notably US-focused. UGREEN said New England Patriots cornerback Christian Gonzalez has been named global brand ambassador, extending a relationship that began when the company became the team’s official tech accessory partner in April. In the company release, Marshall Mao, UGREEN’s sales director for North America, said, “The next chapter of the smart home is not simply about connecting more devices. It is about creating a system that can understand, assist, and act while keeping users in control.” Gonzalez added: “Just like UGREEN, I believe great technology should help people stay prepared, reach their potential, and bring their A-game in the moments that matter most.” UGREEN said it plans product experience booths at four Patriots home games and a Boston-area watch party on 10 December, signalling that this launch is as much a brand expansion campaign as a product release.
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