People have other options, but the easiest option is always going to be to let someone else do it. Their price is, almost always, your private data and a subscription.

Or, you can DIY and self-host. Home Assistant is free and supports many different standards so you can use just about any hardware. It runs on your own hardware and doesn't report to anyone unless you tell it to. It requires more effort than swiping a credit card and installing an app, however.