Roomba inventor Colin Angle made robots useful. Now he wants to make them lovable.

**From Business Insider’s Rya Jetha:**
Colin Angle put the Roomba in millions of homes by giving it a simple job: cleaning the floor.

Now, the longtime iRobot CEO wants his next home robot to do something harder to measure. His new startup, Boston-based Familiar Machines & Magic, has built a four-legged, pet-inspired robot meant to offer companionship, emotional support, and gentle nudges toward healthier routines.

The company calls the robot the Familiar, a reference to the supernatural animal companions associated with witches. Familiar Machines will start selling it next year, and while Angle declined to say how much it will cost, he said its upfront price will be comparable to buying a pet.

Familiar Machines said it has raised $30 million from undisclosed investors and recruited talent from iRobot, Boston Dynamics, and Disney. The company also hired Hollywood screenwriters to create stories that define the Familiar’s character and help train the AI model that powers the robot.

In the near term, Familiar Machines plans to market the robot to older adults who want some of the benefits of a pet without the responsibilities, as well as consumers looking to support their own well-being. Over time, the company hopes to license its AI to other companies.

[Read more about the Familiar robot.](https://www.businessinsider.com/familiar-machines-unveils-ai-robot-for-emotional-support-roomba-2026-5?utm_source=reddit&utm_medium=social&utm_campaign=insider-futurology-sub-post)

The prospect of friendly personal robots has more or less gone up in smoke in the age of ChatGPT. Any such “companion” would need ironclad assurances that it’s *not* connected to a central server that may snitch on you if the manufacturer is requested to do so.

Even the dumbest Roomba is endearing by virtue of its bumbling function and satisfying results, but internet-connected Roombas have already had security breaches where their cameras and microphones have been hijacked.

For anyone who’s paying attention, the [trust thermocline](https://every.to/p/breaching-the-trust-thermocline-is-the-biggest-hidden-risk-in-business) has long since been breached. Everyone who’s *not* paying attention forms a potential customer base for these products, and that number may be bigger than the rest of us would like.

Cute becomes creepy when you know your pet is spying on you

Roombas worked because they were simple utility, a little messy but harmless enough to feel charming. Turning that into something “lovable” feels like a different category entirely.

I keep thinking about how quickly comfort turns into unease when something starts observing you back, even gently.

If they get this right it could be really interesting, but the line between companion and device feels thinner than people admit.