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Sterling
In build · Q3 2026The AI infrastructure platform. Substrate primitives, agent orchestration, augment-open-source brain ensemble, per-entity architecture.
Halliday Group · AI Infrastructure
Sterling — the AI substrate
for real-world businesses.
Halliday Group is building AI-first infrastructure that powers a portfolio of vertical SaaS ventures — Maintn, Ansa, Plumb — all running on Sterling.
The Substrate
What is Sterling
Sterling is an AI orchestration and infrastructure layer — a substrate purpose-built to run autonomous agents that ship code, manage operations, and coordinate across a portfolio of real-world businesses.
It's not a chat wrapper. It's the platform every Halliday Group entity is built on: their own memory, their own agents, their own review fleet, their own path to owning an in-house brain over time — with E2EE peer federation between per-entity Sterling instances.
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Structured memory — long-term context that survives model changes, versioned per entity
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Domain-scoped agents — 8 Domain Managers, 32+ subagents, each with tight blast radius
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Review fleet — multi-model consensus for high-stakes changes; nothing auto-merges without vote
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Augment-open-source brain — Deepseek-Coder-V3 + Qwen + Llama ensemble; own-brain via LoRA on real behaviour data
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Per-entity architecture — each Halliday entity gets its own Sterling instance, isolated by design
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E2EE substrate — Signal-protocol federation between Sterlings; compromise of one doesn't expose others
Halliday Group
The portfolio
Five ventures, one substrate. Each entity gets its own Sterling instance — isolated brain, shared infrastructure.
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Maintn
Live · Phase 1Vertical SaaS for Australian trades operators. The wedge into the field-services market. Atlas Rain is its first customer; alpha operators onboarding Q3–Q4 2026.
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Ansa
Launching · Q4 2026Voice AI SaaS. Purpose-built to replace Vapi with a cleaner developer experience and full Sterling substrate integration. Builds after Maintn stabilises.
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Atlas Rain
LiveReal-world handyman business — Rhys's actual operator entity. First Maintn tenant, first voice AI testbed, first proof point that Sterling substrate holds up in production.
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Plumb
Roadmap · 2027–2028Financial services and AI-first accounting. Long-term Halliday Group play — replaces external accountant load with Sterling Accountant, opens AFSL-adjacent products.
Roadmap
Traction & milestones
2026 · Q3
Sterling core alive · Maintn Phase 1 live
Sterling substrate boots. Ubuntu-hosted core with cloudflared tunnel. Maintn feature-complete for real trades operators; Atlas Rain migrated off SM8 stack.
2026 · Q4
Atlas Rain on Maintn · first paying operators
Alpha operators 2–3 onboard to real production Maintn-on-Sterling. Sterling own-brain LoRA #1 in training. Claude Max retired at Week 5 of Sterling sprint.
2027 · Q1
Sterling own-brain live · Ansa launched
Own-brain adapter deployed at 95% traffic routing. Ansa Sterling instance provisioned; Ansa product launches as Vapi replacement.
2027 · Q2–Q4
Sterling substrate replaces Maintn's managed SaaS
Sterling Data / Hosting / PBX / Voice reach parity; Maintn cuts Supabase, Vercel, Twilio direct, ElevenLabs. Group brain-layer cost collapses to Together AI + Claude Pro floor.
2028+
Plumb activated · per-entity Sterlings for external customers
Financial services opens under Plumb. Sterling licensed to external customers who want their own per-entity instance — substrate-as-a-product.
The Team
Who's building this
Rhys Halliday
Founder & CEO · Halliday Group
Builder. Ex-trades operator turned AI-first venture builder. Australia-first mindset with a portfolio approach: each Halliday Group entity is a real business with real revenue, running on Sterling from day one. Building the substrate he wanted to buy.
Get in touch
Investment, partnership, advisor
Halliday Group is early. We're speaking with a small number of prospective investors, advisors and strategic partners. If that's you — get in touch.