James Williams is co-founder and CEO of Sero, a Cardiff-based B Corp that upgrades social housing with insulation, solar panels, batteries and smart energy services.
In February 2026 the company secured investment from Innovation Investment Capital, the fund backed by the Cardiff Capital Region, to scale work that already covers up to 2,500 homes across the UK, with a contracted pipeline of up to 10,000 more. Founded in 2017 with former architect Andy Sutton, Sero connects housing providers with impact investors through its Energy as a Service model. He tells Business Matters why purpose, values and trust sit at the heart of how he leads, and why cash is king.
What do you currently do at Sero?
At Sero, we help social housing providers improve the energy performance of their existing homes, making them healthier to live in, more affordable to run and better for the environment.
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