diff --git a/homeassistant/components/insteon/config_flow.py b/homeassistant/components/insteon/config_flow.py
index d9081c5b45e..5bf8769f321 100644
--- a/homeassistant/components/insteon/config_flow.py
+++ b/homeassistant/components/insteon/config_flow.py
@@ -1,19 +1,24 @@
 """Test config flow for Insteon."""
+from __future__ import annotations
+
 import logging
 
 from pyinsteon import async_connect
 import voluptuous as vol
 
 from homeassistant import config_entries
+from homeassistant.components import usb
 from homeassistant.const import (
     CONF_ADDRESS,
     CONF_DEVICE,
     CONF_HOST,
+    CONF_NAME,
     CONF_PASSWORD,
     CONF_PORT,
     CONF_USERNAME,
 )
 from homeassistant.core import callback
+from homeassistant.data_entry_flow import FlowResult
 from homeassistant.helpers.dispatcher import async_dispatcher_send
 
 from .const import (
@@ -107,6 +112,9 @@ def _remove_x10(device, options):
 class InsteonFlowHandler(config_entries.ConfigFlow, domain=DOMAIN):
     """Insteon config flow handler."""
 
+    _device_path: str | None = None
+    _device_name: str | None = None
+
     @staticmethod
     @callback
     def async_get_options_flow(config_entry):
@@ -177,6 +185,38 @@ class InsteonFlowHandler(config_entries.ConfigFlow, domain=DOMAIN):
             return self.async_abort(reason="cannot_connect")
         return self.async_create_entry(title="", data=import_info)
 
+    async def async_step_usb(self, discovery_info: usb.UsbServiceInfo) -> FlowResult:
+        """Handle USB discovery."""
+        if self._async_current_entries():
+            return self.async_abort(reason="single_instance_allowed")
+
+        dev_path = await self.hass.async_add_executor_job(
+            usb.get_serial_by_id, discovery_info.device
+        )
+        self._device_path = dev_path
+        self._device_name = usb.human_readable_device_name(
+            dev_path,
+            discovery_info.serial_number,
+            discovery_info.manufacturer,
+            discovery_info.description,
+            discovery_info.vid,
+            discovery_info.pid,
+        )
+        self._set_confirm_only()
+        self.context["title_placeholders"] = {CONF_NAME: self._device_name}
+        await self.async_set_unique_id(config_entries.DEFAULT_DISCOVERY_UNIQUE_ID)
+        return await self.async_step_confirm_usb()
+
+    async def async_step_confirm_usb(self, user_input=None):
+        """Confirm a discovery."""
+        if user_input is not None:
+            return await self.async_step_plm({CONF_DEVICE: self._device_path})
+
+        return self.async_show_form(
+            step_id="confirm_usb",
+            description_placeholders={CONF_NAME: self._device_name},
+        )
+
 
 class InsteonOptionsFlowHandler(config_entries.OptionsFlow):
     """Handle an Insteon options flow."""
diff --git a/homeassistant/components/insteon/manifest.json b/homeassistant/components/insteon/manifest.json
index e9f5e60f9f8..63eb24ee453 100644
--- a/homeassistant/components/insteon/manifest.json
+++ b/homeassistant/components/insteon/manifest.json
@@ -6,5 +6,11 @@
   "codeowners": ["@teharris1"],
   "config_flow": true,
   "iot_class": "local_push",
-  "loggers": ["pyinsteon", "pypubsub"]
+  "loggers": ["pyinsteon", "pypubsub"],
+  "after_dependencies": ["usb"],
+  "usb": [
+    {
+      "vid": "10BF"
+    }
+  ]
 }
diff --git a/homeassistant/components/insteon/strings.json b/homeassistant/components/insteon/strings.json
index ca88b43956f..793a38a2694 100644
--- a/homeassistant/components/insteon/strings.json
+++ b/homeassistant/components/insteon/strings.json
@@ -1,5 +1,6 @@
 {
   "config": {
+    "flow_title": "{name}",
     "step": {
       "user": {
         "description": "Select the Insteon modem type.",
@@ -31,6 +32,9 @@
           "username": "[%key:common::config_flow::data::username%]",
           "password": "[%key:common::config_flow::data::password%]"
         }
+      },
+      "confirm_usb": {
+        "description": "Do you want to setup {name}?"
       }
     },
     "error": {
diff --git a/homeassistant/components/insteon/translations/en.json b/homeassistant/components/insteon/translations/en.json
index 18217bb2842..4c4a439b938 100644
--- a/homeassistant/components/insteon/translations/en.json
+++ b/homeassistant/components/insteon/translations/en.json
@@ -8,7 +8,11 @@
             "cannot_connect": "Failed to connect",
             "select_single": "Select one option."
         },
+        "flow_title": "{name}",
         "step": {
+            "confirm_usb": {
+                "description": "Do you want to setup {name}?"
+            },
             "hubv1": {
                 "data": {
                     "host": "IP Address",
diff --git a/homeassistant/generated/usb.py b/homeassistant/generated/usb.py
index 1ba9b235f85..2e5104ce66d 100644
--- a/homeassistant/generated/usb.py
+++ b/homeassistant/generated/usb.py
@@ -6,6 +6,10 @@ To update, run python3 -m script.hassfest
 # fmt: off
 
 USB = [
+    {
+        "domain": "insteon",
+        "vid": "10BF"
+    },
     {
         "domain": "modem_callerid",
         "vid": "0572",
diff --git a/tests/components/insteon/test_config_flow.py b/tests/components/insteon/test_config_flow.py
index 9ca54ea8d8f..878b540b721 100644
--- a/tests/components/insteon/test_config_flow.py
+++ b/tests/components/insteon/test_config_flow.py
@@ -3,6 +3,7 @@
 from unittest.mock import patch
 
 from homeassistant import config_entries, data_entry_flow
+from homeassistant.components import usb
 from homeassistant.components.insteon.config_flow import (
     HUB1,
     HUB2,
@@ -594,3 +595,56 @@ async def test_options_override_bad_data(hass: HomeAssistant):
 
     assert result["type"] == data_entry_flow.RESULT_TYPE_FORM
     assert result["errors"] == {"base": "input_error"}
+
+
+async def test_discovery_via_usb(hass):
+    """Test usb flow."""
+    discovery_info = usb.UsbServiceInfo(
+        device="/dev/ttyINSTEON",
+        pid="AAAA",
+        vid="AAAA",
+        serial_number="1234",
+        description="insteon radio",
+        manufacturer="test",
+    )
+    result = await hass.config_entries.flow.async_init(
+        "insteon", context={"source": config_entries.SOURCE_USB}, data=discovery_info
+    )
+    await hass.async_block_till_done()
+    assert result["type"] == data_entry_flow.RESULT_TYPE_FORM
+    assert result["step_id"] == "confirm_usb"
+
+    with patch("homeassistant.components.insteon.config_flow.async_connect"), patch(
+        "homeassistant.components.insteon.async_setup_entry", return_value=True
+    ):
+        result2 = await hass.config_entries.flow.async_configure(
+            result["flow_id"], user_input={}
+        )
+        await hass.async_block_till_done()
+
+    assert result2["type"] == data_entry_flow.RESULT_TYPE_CREATE_ENTRY
+    assert result2["data"] == {"device": "/dev/ttyINSTEON"}
+
+
+async def test_discovery_via_usb_already_setup(hass):
+    """Test usb flow -- already setup."""
+
+    MockConfigEntry(
+        domain=DOMAIN, data={CONF_DEVICE: {CONF_DEVICE: "/dev/ttyUSB1"}}
+    ).add_to_hass(hass)
+
+    discovery_info = usb.UsbServiceInfo(
+        device="/dev/ttyINSTEON",
+        pid="AAAA",
+        vid="AAAA",
+        serial_number="1234",
+        description="insteon radio",
+        manufacturer="test",
+    )
+    result = await hass.config_entries.flow.async_init(
+        "insteon", context={"source": config_entries.SOURCE_USB}, data=discovery_info
+    )
+    await hass.async_block_till_done()
+
+    assert result["type"] == data_entry_flow.RESULT_TYPE_ABORT
+    assert result["reason"] == "single_instance_allowed"