Episode Details

In this episode of the DevReady Podcast, Andrew Romeo, CEO and Co-Founder of Aerion Technologies and  Co-Founder of DevReady.Ai, sits down with Stewart Marshall, CEO and Executive Director of Software Australia, SaaS adviser, investor, scale-up mentor and author of Kick Some SaaS. Stewart shares the vision behind Software Australia, a new not-for-profit industry association designed to strengthen Australia's software sector by helping businesses commercialise, scale and connect more effectively. Drawing on decades of experience across the software industry, he explains why Australia needs a stronger national voice for software companies and how a collaborative, digital-first community can accelerate innovation and business growth.

Stewart explains that Software Australia was born from a recurring challenge he observed while writing Kick Some SaaS. Many technically capable founders struggle to transform great software into successful businesses because commercialisation, market positioning and business growth require a very different set of skills from software development. Rather than operating as a traditional lobbying body, Software Australia aims to bridge this gap by supporting software businesses with practical resources, industry connections and opportunities to reach more Australian organisations actively looking for technology solutions. Andrew adds that storytelling, shared experiences and community learning have always been essential ingredients in helping founders avoid costly mistakes and achieve sustainable growth.

The conversation explores how Software Australia plans to differentiate itself through a digital-first platform that keeps members engaged every day rather than relying on occasional networking events. Stewart discusses plans for an online community featuring industry news, collaboration opportunities, marketplaces and practical resources, supported by strategic partnerships that expand the value delivered to members. They also examine the role of startup communities, accelerators and existing industry organisations, explaining how Software Australia is designed to unite these groups rather than compete with them. Its goal is to become a central hub that helps software companies navigate every stage of growth by connecting founders with trusted expertise, commercial opportunities and the right people at the right time.

Andrew and Stewart also discuss the broader future of Australia's technology sector, highlighting the importance of supporting locally developed software, increasing industry collaboration and creating stronger visibility for Australian innovation. Stewart advocates for a new national conversation that recognises software and digital technology as essential foundations of the modern economy, while also encouraging greater diversity by showcasing more young professionals and women working across the technology sector. The discussion concludes with an honest assessment of artificial intelligence, acknowledging that AI is making software development more accessible while reinforcing that commercialisation, security, governance and customer relationships remain the defining factors behind long-term software success. Together, they argue that AI is expanding opportunities for businesses, but experienced people, trusted communities and strong commercial thinking will continue to drive sustainable growth across Australia's software industry.

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