Where serious engineering meets property experience
instep.ai is built by a team with experience inside estate agencies, property platforms and PropTech businesses alongside deep expertise in AI, machine learning and autonomous systems. We build reliable operational infrastructure, not fancy demos.
Reid
Co-Founder & CEO
Reid has spent his career building AI-powered products at VC-backed startups, with a strong focus on machine learning and autonomous systems. Having worked at Rightmove and across the property technology ecosystem, he's seen first-hand where tools fall down in real operations. He founded instep.ai to build automation that actually fits how property teams work.
Ian
Co-Founder & CTO
Ian is a hands-on engineer and previous founder who cares deeply about building products people actually enjoy using. He brings deep technical expertise across AI and automation, paired with a strong product instinct. At instep.ai, Ian leads the engineering behind Ella, turning complex problems into simple, reliable experiences for property teams.
Patrick
Co-Founder & COO
Patrick has spent over 30 years in the property industry, including leading Marsh & Parsons as CEO. He knows the realities of estate agency and property operations inside out, from missed calls to overloaded teams. At instep.ai, Patrick brings deep industry insight to ensure the product solves real problems, not imagined ones.
Grace
Sales Director
Grace has spent her career in property and B2B sales, including nearly six years at Rightmove across new homes and build to rent, followed by senior account roles at CoStar. She understands how agencies and developers buy, and what makes them stay. At instep.ai, Grace leads the commercial team, building the relationships and momentum behind the company's growth.
Ella
Founders Associate
Yes, she shares a name with our AI, and she's just as helpful. Ella supports customers through onboarding, making sure they get real value from Ella (the assistant) as quickly as possible. Sitting across product, operations and customer success, she helps translate real agency workflows into smooth, working implementations and ensures nothing gets lost between go-live and long-term success.
Steff
Ops Lead
Steff has spent her career in customer operations, including leading operations teams at high-growth startups where getting the detail right at pace really matters. She keeps things running smoothly so the rest of the team can move fast. At instep.ai, Steff owns the operational engine behind the product, making sure every customer experience is a good one.
David
Business Development
David has spent his career in PropTech, with experience at Rightmove, Reapit and other property technology companies. He knows the space inside out, from agency workflows to CRM integrations and partnerships. At instep.ai, David works closely with customers and partners to make sure Ella is adopted in a way that genuinely supports day-to-day operations.
Megan
Business Development
Megan has built new business pipelines across some of the sharpest names in tech, including Revolut, Deel and BeyondTrust, spanning fintech, HR and cybersecurity. She knows how to open doors and qualify hard. At instep.ai, Megan focuses on connecting with agencies early, understanding their pressures and showing them a better way to operate.
Harvy
Business Development
Harvy has spent over 15 years in property and marketplace sales, including long spells at Zoopla and CoStar working closely with estate agents and developers. Few people know the agency landscape as well. At instep.ai, he brings that depth to every conversation, helping agencies see exactly where Ella fits into how they already work.
Alex
Business Development
Alex comes from a technical sales background across PropTech and B2B software, including leading national sales and partnerships at a smart home platform and rolling out AI powered customer tools at scale. He is comfortable with the technical detail as well as the commercial case. At instep.ai, Alex helps agencies understand what AI can realistically do for their operations.
Experience that shapes how the product behaves
The team combines real world property experience with deep technical expertise in AI, machine learning and autonomous systems engineering. That combination is deliberate because operational software must behave predictably, handle edge cases gracefully and fail safely when it encounters something unexpected.
Ella is designed with constraints, controls and human oversight built in, not bolted on. The people building it have seen how property operations actually break down, and they've built production systems that run continuously without supervision. The product reflects both of those disciplines.
Built as operational infrastructure, not experiments
Our engineering team has experience building AI driven systems that operate continuously in live environments where reliability, explainability and human control aren't optional features, they're foundational requirements.
When software is handling live customer communication and influencing operational decisions in real time, it has to be predictable, auditable and safe. That's the standard we build to — and why we treat engineering discipline as seriously as the intelligence behind it.
Skip the pitch. See the product.
Book a short walkthrough to see how Ella fits into your existing setup and handles real enquiries.
Book a walkthroughNo pressure. No commitment. Just a practical look at how Ella runs in practice.