The pitch is deceptively simple: point your phone at a wall, upload a picture you saved off Pinterest last Tuesday, and watch that wall repaint itself. Then tap to buy the paint, or tap to hire someone to roll it on. That is the loop DoSpace, a seed-stage company out of Omaha, is trying to own, and it is one of those product ideas that sounds obvious until you consider how many well-funded teams have already broken themselves against it.
The company was founded in August 2022 by Mason and Laura Milliken, and has raised roughly $3M in disclosed seed capital across equity crowdfunding and a small institutional check from LvlUp Ventures, whose LvlUp Labs accelerator DoSpace also went through [Kingscrowd, 2025]. The most recent tranche on record is a $623,996 raise closed on January 28, 2025 [Kingscrowd, 2025].
The wedge is the first click
Most home improvement journeys start on a phone with a saved image and end weeks later with a credit card, a contractor, and a lot of tabs. DoSpace is trying to collapse that path. Users upload an inspiration photo, the app renders the look onto a 360-degree capture of their actual room, and every visible surface (flooring, walls, decor) becomes a link to a vendor or a service pro [DoSpace].
The capture step is worth pausing on. DoSpace's mobile app shoots full 360-degree site photos without any external hardware, no tripods, no depth sensors, no LiDAR rig [DoSpace]. That is the technical bet that makes the rest of the loop possible: if the capture step requires a $400 accessory, consumers do not do it.
Partnerships doing the heavy lifting
A visualization app is a demo. A visualization app wired into the actual supply chain is a business. DoSpace has publicly disclosed partnerships with Thumbtack, Walmart, and Lowe's [Kingscrowd, 2025], which cover, in rough terms, the labor side, the general-merchandise side, and the home-improvement-specific side of the transaction.
The company also sells a Pro tier aimed at realtors, which turns any listing into a client-branded interactive page where buyers can restyle rooms before making an offer [DoSpace]. And there is an API and white-label track pitched at construction, insurance, appraisal, and MLS platforms that need 360-degree capture inside their own workflows [DoSpace].
The founder's second act
Mason Milliken is not a first-time operator. He previously founded Everseal Roofing, an Omaha-based company that he grew into a national operation before selling it [mug.news, 2026]. He has also represented Bison Equities and Everseal Roofing in front of the Nebraska Legislature [Nebraska Legislature, 2022]. He studied music at the University of Nebraska Omaha [Facebook, 2026], which is not a background you would predict for a spatial-computing founder, but the construction-industry pedigree is directly relevant to the supply side of the DoSpace loop.
| Name | Role | Prior |
|---|---|---|
| Mason Milliken | Co-Founder & CEO | Founder, Everseal Roofing (sold) [mug.news, 2026] |
| Laura Milliken | Co-Founder | Co-founded DoSpace August 2022 [Kingscrowd, 2025] |
Traction, measured honestly
The app has been downloaded more than 30,000 times [Kingscrowd, 2025], which is a real number for a seed-stage consumer product but not yet the kind of number that proves the commerce hook is converting. P2PMarketData lists revenue at $30.1K and headcount at 2 [P2PMarketData], both of which read as early-stage figures consistent with a company that has spent 2024 building integrations rather than pushing paid acquisition. A 2023 profit margin of negative 3,475.5% [P2PMarketData] is the kind of number that stops looking scary once you remember the revenue base is tiny and the fixed engineering cost of a 360-degree capture pipeline is not.
The funding history is stacked into a single window, which is a signal the company is currently in fundraise-and-build mode:
Jan 2025 (early) | 0.124 | M USD
Jan 2025 (late) | 0.624 | M USD
The competitor graveyard
Here is the honest part. Modsy shut down in 2022 after burning through more than $70M. Hutch, Havenly, Decorilla, and Spacejoy have all fought for the same consumer with mixed results. The interior-design-visualization category has been an efficient way to spend venture capital for the better part of a decade. DoSpace's answer is that those companies sold design services with visualization attached, and DoSpace is selling commerce with visualization attached. Different unit economics, different bet.
What makes the bet more defensible than its predecessors:
- The capture is hardware-free. No dongle, no depth sensor, no in-home consultation. That collapses the funnel step that killed most of the earlier cohort [DoSpace].
- The revenue model is commerce, not consultation. Partnerships with Walmart, Lowe's, and Thumbtack put DoSpace on the transaction side of the flow, where take rates on a $522B U.S. home-improvement market [Crowdability] are more forgiving than $99 design packages.
- The founder has moved real product through the home-services channel before. Everseal Roofing gave Milliken a rolodex on the pro side of the marketplace, which is the side most consumer-first competitors underinvested in [mug.news, 2026].
A short technical read
The interesting engineering problem is not the render. Consumer-grade neural rendering of a repainted wall or a swapped floor has been tractable for a couple of years. The hard problems are the 360-degree capture pipeline running on commodity phones without accessory hardware, the surface segmentation that has to hold up across arbitrary lighting and clutter, and the product catalog join, mapping a rendered pixel back to a specific SKU at Lowe's that is actually in stock in the user's zip code. That last piece is a data-engineering problem, not a graphics problem, and it is where partnership depth with retailers stops being marketing and starts being infrastructure.
What could break at scale
The most plausible failure mode is not the technology. It is the take rate. Affiliate economics on flooring and paint are thin, contractor lead-gen through Thumbtack is a crowded auction, and consumer session frequency in home improvement is inherently low: people do not redecorate weekly. To hit venture-scale outcomes on a B2C loop with those constraints, DoSpace has to either land a much larger cut of the transaction than affiliate rates typically allow, or turn the Pro tier and the API track into the real revenue engine and treat the consumer app as a distribution funnel. The next twelve months will tell which of those two businesses DoSpace is actually building. The market is there. The margin structure is the question.
Sources
- [Kingscrowd, 2025] DoSpace equity crowdfunding profile
- [DoSpace] DoSpace homepage and product pages | https://www.dospace.com/
- [P2PMarketData] DoSpace company profile | https://p2pmarketdata.com/companies/dospace/
- [Crowdability] DoSpace deal page | https://crowdability.com/deals/dospace
- [mug.news, 2026] Profile of Mason Milliken
- [Facebook, 2026] Mason Milliken profile | https://www.facebook.com/mason.milliken/
- [Nebraska Legislature, 2022] Committee testimony record
- [The Lion's Den DFW, 2026] 2026 Pitch Finalists | https://www.thelionsdendfw.org/2026-finalists.html