I started doing my home automation 15 years ago. Without much care, because surely, anything I'm able to do will be on mass market in a few years. Long story short even ignoring relying on 3rd party servers and privacy concerns there are still no comparable commercial solutions today I'm aware of. Latency, reliability, being able to create actually "smart" home instead of having 20 gimmicks.
This is not meant as a brag. I think the market is just too small and to truly have anything remotely "intelligent" you basically need to be a coder because there is no better way to tell your system how to behave. Even then it takes few years to iron out special conditions and however small ongoing maintenance.
On the bright side, micro-controllers, sensors and single board computers market blossomed so nicely that it's basically lego blocks if you have basic electronics understanding.
Coders can dive in easily, but I should warn you, an approach of "I like tinkering" will make you much happier than "I want to get this thing done, it will save me time".