diff --git a/README.md b/README.md
index 77043cb..2d5f0e2 100644
--- a/README.md
+++ b/README.md
@@ -53,6 +53,29 @@ Homebase aims to be:
 | Gateway | Flexible | Own reverse proxy OR managed through our infrastructure |
 | UI approach | UI-first | Design the simplest possible UI, then build everything to match |
 
+## Landscape (Existing Projects)
+
+| Project | Type | Apps | Key Trait |
+|---------|------|------|-----------|
+| [CasaOS](https://casaos.io) | Layer on existing Linux | ~100 | Simplest install, runs on any distro |
+| [Umbrel](https://umbrel.com) | Debian-based full OS | ~300 | Slick UI, crypto/privacy focus |
+| [Runtipi](https://runtipi.io) | Docker-based, GPL-3.0 | 200+ | Largest default app catalog |
+| [HomeDock OS](https://github.com/BansheeTech/HomeDockOS) | Pseudo-OS layer | Hundreds | Desktop-style UX with window manager |
+| [Cosmos Server](https://github.com/azukaar/Cosmos-Server) | All-in-one platform | Docker | Built-in 2FA, anti-DDoS, security focus |
+| [YunoHost](https://yunohost.org) | Debian-based OS (since 2012) | 400+ | Most mature, biggest catalog |
+| [TurnKey Linux](https://www.turnkeylinux.org) | Pre-built system images | Hundreds | One image per use case |
+
+### Where we differentiate
+
+1. **Full OS + device-aware installer wizard** — Boot USB, open `http://proksi.local`, wizard detects hardware and configures everything. No existing project does this — CasaOS/HomeDock are layers on existing Linux, Umbrel/YunoHost have basic installers without device detection.
+2. **Auto setup intelligence** — Tests drive speeds, auto-assigns boot/LVM storage. Competitors just ask you to pick a drive.
+3. **Gateway-as-a-service** — No competitor offers managed reverse proxy/DNS as a service. Cosmos has built-in reverse proxy but self-managed only.
+4. **Arch base (rolling release)** — Everyone else is Debian. Rolling releases mean faster updates, more control.
+
+### Gap we're targeting
+
+None of these nail the "your dad can set this up" experience. The installer wizard + managed gateway is the strongest angle.
+
 ## Inspiration
 
 - **Azure Local** — cluster management for enterprises, we want this for home users