Anthea Williams · Founder, Steorra · Sydney

AI products with character.

I build AI agents that do the jobs businesses dread, without burning the relationships. Managing a property portfolio. Chasing money from people you still work with.

Charles and Settle are with their first customers now. Steorra is preparing its first investment round.

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Built where trust matters

Two products, two jobs people would rather hand over.

One machine pointed at two markets: reconcile the truth, spot what matters, draft the move, a human approves.

Personality is how an agent sounds. Character is how it behaves when the stakes are real: an angry customer, an overdue invoice, the moment the right move is to stop and bring in a human.

Charles · agentic property intelligence

The person carrying the financial risk, the property investor, has no reliable operating view of their own portfolio. The information exists, split across property managers, ledgers, leases and certificates, but nothing reconciles it into one picture of obligations, risk and underperformance. Charles does.

Charles is a living digital twin of the investor's portfolio: every lease read, every compliance date watched, every dollar reconciled, with an agent that acts on it and a person approving each step.

A Perth agency is deploying Charles across its portfolio now, with landlord betas behind it.

About Charles →

Settle · receivables with a human memory

Late invoices are not really an accounts problem. They are a relationship problem: someone has to ask for money from a person they still want to work with. Most businesses either avoid the ask or automate it in a way that costs them the customer. Settle makes the ask and keeps the relationship.

An agent trained to negotiate over SMS opens on the customer's side, offers a plan rather than a deadline, and puts the payment link right there.

In beta with its first small businesses and bookkeepers.

settleup.com.au →

Also built: The Conductor, a self-serve operating system for AI tools.

The founder

I have spent twenty-five years where commercial decisions meet people.

I have been building with AI since before the current wave, and I think about it at the intersection of product design, organisational behaviour, and what makes people trust a system.

Solo founder. GAICD. BCom/Econ, University of Melbourne. Postgraduate Diploma in Music, AFTRS.

Pfizer, PwC, Business Council of Australia. Sales, advisory and network at national scale.
Product leadership for AI ventures since 2020, currently consulting as fractional CPO at two Australian scale-ups.
Performed at the first Australian TEDx in 2011, on the future this work is pointed at.

What I believe

Judgement is the next moat.

Models keep getting cheaper and more capable. Enduring value belongs to products that know what matters, what to do next, and when a human belongs in the loop.

Trust is built interaction by interaction.

An agent represents a business in thousands of small moments, and every one of them is a chance to earn the next.

The big wins are in the jobs people avoid.

Property, receivables, operations: the everyday work businesses run on and nobody enjoys. That is where character pays.

Shipped so far

Track record

Sept 2026

Settle entered beta with its first small businesses and bookkeepers.

Sept 2026

Charles deployed at a Perth property agency, with tenant and landlord communications drafted by the agent and approved by a human.

2020

Co-founded Aily, a machine-learning adtech platform. We raised, and we were early. The lesson has paid for itself since.

2011

Performed at the first Australian TEDx, on the future this work is pointed at.

The invitation

Steorra is preparing its first investment round.

Steorra is built on a simple conviction: the companies that define the agent era will be the ones that give AI character. Charles and Settle are the first proof.

I'm talking with prospective early backers now.

Email me