diff --git a/CODEOWNERS b/CODEOWNERS
index c9b59c099a..49b3df9b50 100644
--- a/CODEOWNERS
+++ b/CODEOWNERS
@@ -107,6 +107,7 @@ esphome/components/hte501/* @Stock-M
 esphome/components/hydreon_rgxx/* @functionpointer
 esphome/components/i2c/* @esphome/core
 esphome/components/i2s_audio/* @jesserockz
+esphome/components/improv_base/* @esphome/core
 esphome/components/improv_serial/* @esphome/core
 esphome/components/ina260/* @MrEditor97
 esphome/components/inkbird_ibsth1_mini/* @fkirill
diff --git a/esphome/components/improv_base/__init__.py b/esphome/components/improv_base/__init__.py
new file mode 100644
index 0000000000..5c2853a5c6
--- /dev/null
+++ b/esphome/components/improv_base/__init__.py
@@ -0,0 +1,42 @@
+import re
+
+import esphome.config_validation as cv
+import esphome.codegen as cg
+
+from esphome.const import __version__
+
+CODEOWNERS = ["@esphome/core"]
+
+CONF_NEXT_URL = "next_url"
+
+VALID_SUBSTITUTIONS = ["esphome_version", "ip_address", "device_name"]
+
+
+def validate_next_url(value):
+    value = cv.url(value)
+    test = r"{{(?!" + r"\b|".join(VALID_SUBSTITUTIONS) + r"\b)(\w+)}}"
+    result = re.search(test, value)
+    if result:
+        raise cv.Invalid(
+            f"Invalid substitution(s) ({', '.join(result.groups())}) in next_url. Valid substitutions are: {', '.join(VALID_SUBSTITUTIONS)}"
+        )
+    return value
+
+
+IMPROV_SCHEMA = cv.Schema(
+    {
+        cv.Optional(CONF_NEXT_URL): validate_next_url,
+    }
+)
+
+
+def _process_next_url(url: str):
+    if "{{esphome_version}}" in url:
+        url = url.replace("{{esphome_version}}", __version__)
+    return url
+
+
+async def setup_improv_core(var, config):
+    if CONF_NEXT_URL in config:
+        cg.add(var.set_next_url(_process_next_url(config[CONF_NEXT_URL])))
+    cg.add_library("esphome/Improv", "1.2.3")
diff --git a/esphome/components/improv_base/improv_base.cpp b/esphome/components/improv_base/improv_base.cpp
new file mode 100644
index 0000000000..c95b3a77ec
--- /dev/null
+++ b/esphome/components/improv_base/improv_base.cpp
@@ -0,0 +1,32 @@
+#include "improv_base.h"
+
+#include "esphome/components/network/util.h"
+#include "esphome/core/application.h"
+
+namespace esphome {
+namespace improv_base {
+
+std::string ImprovBase::get_formatted_next_url_() {
+  if (this->next_url_.empty()) {
+    return "";
+  }
+  std::string copy = this->next_url_;
+  // Device name
+  std::size_t pos = this->next_url_.find("{{device_name}}");
+  if (pos != std::string::npos) {
+    const std::string &device_name = App.get_name();
+    copy.replace(pos, 15, device_name);
+  }
+
+  // Ip address
+  pos = this->next_url_.find("{{ip_address}}");
+  if (pos != std::string::npos) {
+    std::string ip = network::IPAddress(network::get_ip_address()).str();
+    copy.replace(pos, 14, ip);
+  }
+
+  return copy;
+}
+
+}  // namespace improv_base
+}  // namespace esphome
diff --git a/esphome/components/improv_base/improv_base.h b/esphome/components/improv_base/improv_base.h
new file mode 100644
index 0000000000..90cd02a4ab
--- /dev/null
+++ b/esphome/components/improv_base/improv_base.h
@@ -0,0 +1,18 @@
+#pragma once
+
+#include <string>
+
+namespace esphome {
+namespace improv_base {
+
+class ImprovBase {
+ public:
+  void set_next_url(const std::string &next_url) { this->next_url_ = next_url; }
+
+ protected:
+  std::string get_formatted_next_url_();
+  std::string next_url_;
+};
+
+}  // namespace improv_base
+}  // namespace esphome
diff --git a/esphome/components/improv_serial/__init__.py b/esphome/components/improv_serial/__init__.py
index 4a6da6bee0..311256804b 100644
--- a/esphome/components/improv_serial/__init__.py
+++ b/esphome/components/improv_serial/__init__.py
@@ -4,7 +4,9 @@ import esphome.codegen as cg
 import esphome.config_validation as cv
 from esphome.core import CORE
 import esphome.final_validate as fv
+from esphome.components import improv_base
 
+AUTO_LOAD = ["improv_base"]
 CODEOWNERS = ["@esphome/core"]
 DEPENDENCIES = ["logger", "wifi"]
 
@@ -12,11 +14,15 @@ improv_serial_ns = cg.esphome_ns.namespace("improv_serial")
 
 ImprovSerialComponent = improv_serial_ns.class_("ImprovSerialComponent", cg.Component)
 
-CONFIG_SCHEMA = cv.Schema(
-    {
-        cv.GenerateID(): cv.declare_id(ImprovSerialComponent),
-    }
-).extend(cv.COMPONENT_SCHEMA)
+CONFIG_SCHEMA = (
+    cv.Schema(
+        {
+            cv.GenerateID(): cv.declare_id(ImprovSerialComponent),
+        }
+    )
+    .extend(improv_base.IMPROV_SCHEMA)
+    .extend(cv.COMPONENT_SCHEMA)
+)
 
 
 def validate_logger(config):
@@ -37,4 +43,4 @@ FINAL_VALIDATE_SCHEMA = validate_logger
 async def to_code(config):
     var = cg.new_Pvariable(config[CONF_ID])
     await cg.register_component(var, config)
-    cg.add_library("esphome/Improv", "1.2.3")
+    await improv_base.setup_improv_core(var, config)
diff --git a/esphome/components/improv_serial/improv_serial_component.cpp b/esphome/components/improv_serial/improv_serial_component.cpp
index 0dab71060c..fe19e2f085 100644
--- a/esphome/components/improv_serial/improv_serial_component.cpp
+++ b/esphome/components/improv_serial/improv_serial_component.cpp
@@ -95,6 +95,9 @@ void ImprovSerialComponent::loop() {
 
 std::vector<uint8_t> ImprovSerialComponent::build_rpc_settings_response_(improv::Command command) {
   std::vector<std::string> urls;
+  if (!this->next_url_.empty()) {
+    urls.push_back(this->get_formatted_next_url_());
+  }
 #ifdef USE_WEBSERVER
   auto ip = wifi::global_wifi_component->wifi_sta_ip();
   std::string webserver_url = "http://" + ip.str() + ":" + to_string(USE_WEBSERVER_PORT);
diff --git a/esphome/components/improv_serial/improv_serial_component.h b/esphome/components/improv_serial/improv_serial_component.h
index 3d8478252d..731f9f9984 100644
--- a/esphome/components/improv_serial/improv_serial_component.h
+++ b/esphome/components/improv_serial/improv_serial_component.h
@@ -1,5 +1,6 @@
 #pragma once
 
+#include "esphome/components/improv_base/improv_base.h"
 #include "esphome/components/wifi/wifi_component.h"
 #include "esphome/core/component.h"
 #include "esphome/core/defines.h"
@@ -27,7 +28,7 @@ enum ImprovSerialType : uint8_t {
 
 static const uint8_t IMPROV_SERIAL_VERSION = 1;
 
-class ImprovSerialComponent : public Component {
+class ImprovSerialComponent : public Component, public improv_base::ImprovBase {
  public:
   void setup() override;
   void loop() override;
diff --git a/tests/test3.yaml b/tests/test3.yaml
index 5244f41d9a..2856a3c7d7 100644
--- a/tests/test3.yaml
+++ b/tests/test3.yaml
@@ -298,6 +298,7 @@ logger:
   esp8266_store_log_strings_in_flash: true
 
 improv_serial:
+  next_url: https://esphome.io/?name={{device_name}}&version={{esphome_version}}&ip={{ip_address}}
 
 deep_sleep:
   run_duration: 20s