Scaling AI in the South West

By Jess Coomer, Social Value Lead at Microsoft

Microsoft has been supporting South West-based founders through the Tech South West Growth Forge programme for the past three years, with many going on to take part in Microsoft for Startups. In this Q&A, we speak with Anthony Peake, CEO and Founder of Intelligent AI, who shares his journey from global tech leadership into founding an Insurtech business in the South West, along with his insights on building and scaling a startup in the region.

Tell us a bit about your background – what brought you from global companies into founding an Insurtech?

I spent over 30 years in global technology roles with companies like Apple, Oracle and BT, starting back in 1984 with the launch of the Macintosh. Later, I moved into a UK-based role as Managing Director of a software company in Plymouth, where I worked closely with insurers. That gave me real insight into the challenges they face – particularly around data and legacy systems.

Over time, I saw how technology evolves in waves, so when digital adoption accelerated in 2020, it felt like the right moment to start Intelligent AI, using cloud and AI to transform how risk is understood and managed.

Where did the idea of Intelligent AI come from – how did you get started?

The idea came from years of working closely with insurers and seeing how little usable data they actually had – often less than 25% of what they needed. When lockdowns began in 2020 and digital adoption accelerated, it felt like the right moment to start the business and build something that could use cloud and AI to transform how risk is understood.

How would you describe what Intelligent AI does?

We use cloud, data and AI to give insurers a 360-degree view of property risk and help address underinsurance, ultimately enabling faster, more informed decision-making.

You’ve credited the Tech South West Growth Forge programme with supporting your early journey – what was the most valuable aspect?

A combination of things. The network was incredibly valuable – I found trusted finance and HR advisors early on who I still work with today. But just as important was being in a room with other founders – running a business can be isolating, so having a space to share challenges and learn from others on the same journey was hugely valuable. Everything you’re doing is new and there’s no set playbook, but many people have already overcome the challenges you’re facing. I’ve always believed in sharing those learnings forward.

How did the Microsoft for Startups programme support your growth as you scaled Intelligent AI?

It gave us the space to experiment and grow at pace. In the early stages, you’re constantly evolving your architecture and platform, so having the flexibility, security and capacity to do that was critical. Beyond the credits, the real value was the freedom to scale without the usual constraints. It allowed us to move faster than we otherwise could have – many businesses without that support are likely one or two years behind where they could be. We also benefited from architectural guidance, along with access to tools such as Power BI through the programme.

What does the South West offer to founders?

The South West offers a diverse and highly collaborative ecosystem. There’s a mix of industries, from tech to tourism and sustainability, which brings a wide range of perspectives. While sectors may differ, many of the core challenges around data, security, sales, and marketing are shared. That cross-sector insight can be incredibly valuable.

It also stands out for its strong network of angel investors. Many founders think they need a single large investor, but in reality, it’s often those early angel networks that unlock momentum – and the South West has a particularly strong culture of support in this space.

What would you say to a startup founder in the South West?

First – drop me a line on LinkedIn, I’m always happy to talk.

More broadly, get involved in the local ecosystem early. Programmes like Growth Forge, SETsquared, or other incubators are invaluable for connections, advice and learning. And don’t underestimate the value of speaking to other founders, those shared experiences can save a lot of time and help you navigate the challenges that keep you awake at night.

What has been one of your proudest moments so far?

For me, it’s knowing that what we’re building can help prevent future incidents. It’s not just about data or making insurers more efficient, it’s about helping organisations better understand risk and ultimately protect people. That’s always been the mission.

What’s next for Intelligent AI?

We’re focused on scaling internationally, expanding from 40 million properties in the UK to around 150 million in the US, and beyond. At the same time, we’re building out partnerships and distribution channels, with the aim of taking the platform into new markets globally over the next few years.