The University of Seoul has been leading youth entrepreneurship and regional innovation since 2022, under the vision of 'Seoul Impact' with the motto 'The Most Seoul-like Influence, the Most Global Value.' The university focuses on supporting startups in AI-based urban innovation and social impact, creating a sustainable startup ecosystem where technology and social value harmonize. It was selected as an excellent case in the regional activation field of the Seoul Campus Town project and received an A+ grade in the 2024 Seoul Campus Town performance evaluation. IT Donga introduces the growth stories and innovative achievements of AI startups nurtured by the University of Seoul.


In 2025, the population aged 65 and over in South Korea surpassed 20% of the total population, marking the entry into a super-aged society. As senior care emerges as a societal issue rather than a personal one, there is a growing demand for 'Aging in Place (AIP),' where many elderly people wish to live independently and with dignity in their own homes instead of in nursing facilities.

However, traditional manpower-centered care services face limitations such as high labor costs and the difficulty of 24-hour monitoring of the elderly's health and safety. Recently, the digital senior healthcare service market utilizing artificial intelligence (AI) has gained attention to overcome these challenges.

Marknova, a representative startup in this field, provides digital healthcare services that combine AI and Internet of Things (IoT) technology. It monitors the health and safety of seniors in real-time through interactive AI care devices and sensors in the home. Based on the collected data, AI supports customized health and safety indicators and personalized services. Marknova aims to build a new digital care environment integrating device technology and services, realizing a world where 'technology becomes warm care.'

Warm Technology Leading to Entrepreneurship


Choi Hyuk, CEO of Marknova, established the company by separating the new business division of domestic AI speaker developer Infomark. During the process of accumulating AI device technology know-how, he confirmed that voice-based AI devices offer high accessibility to seniors who find smartphones difficult to use. He foresaw that a care service continuously monitoring seniors at home, along with interactive devices, would be beneficial.

Choi Hyuk stated, "In a super-aged society, manpower-centered care has its limits. I wanted to create IT services that help seniors live safely and with dignity, with the concern of children for their elderly parents." He transitioned from merely selling devices to launching a technology-based service platform company. Currently, Marknova operates as a joint venture between Naver and Infomark and collaborates with its subsidiary Marktee, which developed all models of Naver AI speakers.

Integrated Development Capability of HW, SW, and Services: Full-Stack Solution for AI Care

Marknova's main services include ▲ 'Digital Care Service' for government and local governments ▲ 'Smart Bedside Nursing Service' for hospitals and nursing institutions ▲ 'AI Mild Cognitive Impairment Management Service' for dementia safety centers ▲ 'Smart Senior Center Service' for local senior centers ▲ 'Wearable-Based Smart Guardian Service' exported to the United States.


The biggest differentiation of Marknova is its integrated development and operation capability of devices and services. It possesses a full-stack solution that performs the entire process from hardware, software, user experience (UI/UX) planning, to service operation. The main product, an interactive all-in-one AI care device, combines a tablet screen with an AI speaker, allowing both voice interaction and touch, and features an intuitive interface for elderly users. It also includes LTE communication functionality, enabling automatic connection to 119 emergency services in environments with unstable Wi-Fi connections.

This device also serves as a hub for IoT sensors in the home. It collects daily user data by integrating with fire/gas detectors, emergency call devices, blood pressure/blood glucose meters, and wearable devices. This allows for 24-hour monitoring, proactive response to emergencies, and AI analysis to provide health and safety indicators such as normal/risk levels. Additionally, it offers senior-customized care services such as health checks, sleep management, and exercise management.

Marknova is currently enhancing its free conversation function based on large language models (LLM). Choi Hyuk explained, "We simultaneously utilize generative AI and inference AI models and combine them with Retrieval-Augmented Generation (RAG) methods to improve response reliability, cost efficiency, and security." They are also enhancing keyword recognition engines and speaker functions for the elderly, and conducting empirical tests for miniaturization and functionality enhancement of AI bedside nursing products to fit narrow bed spaces.

Verified by the State and Hospitals…Active Care Business


Founded in 2021, Marknova has seen a steady annual growth of over 50% in the number of institutions adopting its services and users. It recorded KRW 3 billion in sales in 2024, with KRW 10 billion expected in 2025. Marknova has been introduced to over 100 institutions in the high-entry-barrier B2G (government) and B2H (hospital/medical institution) markets. Choi Hyuk stated, "The synergy of content and devices developed directly to suit field situations led to the selection by various institutions."

The 'AI·IoT-based Senior Health Management Service,' launched in May 2022, is a core care project of the Ministry of Health and Welfare, currently providing services to over 4,000 people in collaboration with 70 public health centers nationwide, achieving an 80% market share. Additionally, through the 'Emergency Safety and Reassurance Service Project' selected by the Ministry of Health and Welfare in 2024, Marknova, in partnership with KT Telecop, is providing devices and services to 12,000 households this year. The smart bedside nursing service, already supplied to four general hospitals including Inha University Hospital and Kangbuk Samsung Hospital, began supply to Gachon University Gil Hospital this year, with further supply negotiations underway.

Marknova's technology has also been recognized in overseas markets. It continues to supply LTE wearable devices to mobile Personal Emergency Response System (mPERS) operators in North America, with sales expected to reach approximately KRW 2 billion this year.

The growth of Marknova has been supported by the University of Seoul's Campus Town. Choi Hyuk stated, "We utilized the office space provided by the University of Seoul SI-CORE as a workspace. We also received significant support in business operations through various supports such as CES2025 participation support and marketing external activities."

Exploring the B2C Market…Aiming to Build a Care-Specialized AI Agent


Marknova aims to launch a subscription model-based B2C home care service next year, while increasing its market share in its core B2G and B2H businesses. Based on the healthcare data and service know-how accumulated through existing businesses, it plans to offer an AI senior home care service encompassing the health, safety, and family connection of the elderly. Choi Hyuk stated, "We confirmed the actual demand of elderly households while conducting technology verification through government projects, and felt the necessity to explore the B2C market," adding, "We will expand the service from safety-centered care to one that assists the overall daily life of ordinary seniors."

To this end, Marknova plans to implement a care-specialized AI agent, tentatively named 'MAIA.' Currently, predetermined conversations or notifications are provided according to specific scenarios, but the AI agent will independently assess situations through daily life data (camera, sensor, voice) to provide services. For instance, if a decrease in activity different from usual is detected, the AI will first engage with the senior to assess their condition and provide appropriate emergency measures. Choi Hyuk stated, "Meeting the convenience and satisfaction of seniors, service reliability, security, and safety are the biggest challenges," adding, "We will strive to implement a realistic and effective service."

Choi Hyuk stated, "In line with the core needs of AIP in the super-aged era, Marknova supports the overall daily health management of frailty, chronic diseases, sleep, emergencies, and cognitive functions, helping the elderly maintain a safer and healthier life at home," adding, "Through a care-specialized AI agent, we will protect the daily lives of all elderly households with optimal costs and the best technology."

IT Donga Reporter Kim Yeji (yj@itdonga.com)

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