balena.io covers the commercial balena product itself: balenaCloud, balenaOS, balenaEngine, balenaFin, balenaEtcher, balenaEtcherPro, and Open balena. The mission of balena.io is to “unlock the promise of physical computing by reducing friction for fleet owners.” Everything an embedded device fleet owner might need to succeed, including balena’s cloud services, hardware offerings, software infrastructure, and any other customer-facing aspect of the commercial product, is a part of the balena.io Loop.