Raleigh-based startup Placeable has launched to tackle the U.S. housing affordability crisis using AI, robotics, and modular construction to produce homes that are 30-50% cheaper per square foot than traditional builds. Founded by veteran entrepreneur Ed Holloway, the company aims to streamline housing production through automated factory processes that eliminate common construction inefficiencies like weather delays, material waste, and labor bottlenecks.
The big picture: Placeable represents a technology-first approach to addressing America’s housing shortage, which has left the country undersupplied by millions of homes due to slow, fragmented traditional construction methods.
How it works: The startup builds homes in controlled factory settings using standardized, repeatable processes optimized with advanced technology.
- Computer vision systems optimize steel frame cutting while AI software combines manufacturing tasks based on data analysis.
- High-performance materials like magnesium oxide boards and cold-formed steel framing replace traditional wood, eliminating issues with mold, moisture, and termites.
- Homes ship compact and can be fully erected within days of delivery to the site.
Key details: Placeable’s initial product is a 400-square-foot accessory dwelling unit (ADU) featuring one bedroom, one bathroom, and a full kitchen with appliances.
- The company has secured 7-8 figures in pre-sales and plans to deliver at least one unit by end of 2025.
- ADUs are independent residential buildings designed for placement on existing lots, such as primary home properties or apartment complexes.
- Cities including Durham and Raleigh have already updated zoning to accommodate ADUs.
Why this matters: Traditional homebuilding wastes 20-30% of materials and can stretch projects from months to over a year, driving up costs for consumers in an already strained housing market.
What they’re saying: Holloway, who previously founded Persistence AI, emphasizes the construction industry’s resistance to modernization has created opportunities for disruption.
- “No matter how many conversations you have on tough problems, housing is probably always going to be near the top of that list,” Holloway said.
- “The biggest cost in any house is going to be the construction, so that was a pretty obvious place to start just knowing all the inefficiencies.”
- “From a manufacturing perspective, steel is straight and true and perfect. That makes repeatability in the manufacturing process substantially easier.”
What’s next: The company aims to scale production to 2-3 homes daily while expanding to larger single-family and multi-family units using the same automated processes.
- Placeable is exploring public-private affordable housing partnerships with municipalities.
- “Yes, you can, in 2025, get a livable house on the ground for under $100,000,” Holloway said about potential flagship developments in North Carolina’s Triangle region.
Company details:
- Founded: 2025
- Leadership: Ed Holloway (CEO), Ed Hintz (CTO)
- Team: 2 full-time, 4 part-time employees
- Funding: Bootstrapped with pending fundraising round
- Website: placeable.homes
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