Sett Advisory grew out of Purple Thread's marketing work with builders and the Master Builders Association network. Working alongside construction businesses across Australia, we kept seeing the same thing up close: owners losing hours every week to manual admin, margin quietly leaking away through errors caught too late, and good businesses exposed to AI-enabled scams and untested vendor tools — with no one independent to help them sort the genuinely useful from the hype.
Builders don't need another pitch. They're already being sold five "AI-powered" tools a month. What they needed was someone on their side of the table — who understands how a construction business actually runs, who can tell the difference between a useful drill and an expensive gimmick, and who'll induct the role on their own jobs instead of leaving a login and a good-luck note.
So we built Sett Advisory as its own thing: a foundation for AI, laid properly. We assess where you're losing time and money, prioritise the handful of roles that pay off fastest, and induct them on your jobs — done for you.
You get the holes — without having to buy every drill in the shop.
— Darrell Weekes, Managing Director, Purple Thread
