Building with Heart & Strategy

An Interview with Alice Steele of Steele Build

Interview by Tahlia Cross – HiViz Committee Member.

When Alice Steele stepped into the construction industry, she wasn’t a builder by trade — but she quickly became a driving force behind the growth of Steele Build, the business she runs with her husband, Geoff. Alice’s career began far from construction. She worked in finance and in the not-for-profit sector, including roles supporting disability services and the rollout of the NDIS. When Geoff was running his carpentry business as a one-man band, Alice’s skills in management accounting, systems, and reporting gradually became the backbone of their growing company.

“I knew nothing about construction — but I knew numbers, and I knew how to build structure and systems,” Alice laughs. “That’s been my lane from the start.”

From One-Man Carpenter to a Multi-Project Builder

Geoff started Steele Build in 2015 as a subcontract carpenter, taking on work for bigger builders. As opportunities grew, so did the team — first another carpenter, then more trades, until the business began taking on its own projects. By 2019, Steele Build was running multiple residential and commercial jobs at once. Alice formally joined the company around this time, initially helping one or two days a week with finances and project reporting. As the business matured, she led the implementation of an Integrated Management System (IMS) and helped secure ISO accreditation — something she describes as a “launch pad” for winning bigger, better work. “Having proper systems isn’t just about ticking compliance boxes. It’s risk management and quality control,” Alice explains. “It makes it safe to grow.”

The Power of Transferable Skills

Alice’s finance background proved invaluable as the business scaled. She transitioned seamlessly into project accounting, budgeting, and financial forecasting, helping the team understand job performance and cash flow. But her impact went well beyond spreadsheets — she introduced process improvement, management reporting dashboards, and structured training for staff. She also worked with consultants to align the company’s systems with industry standards, while keeping the team engaged and motivated. “I’ve learned that hiring people who care about the success of the business — not just their job — makes all the difference. Relationships are everything in construction: with clients, with trades, and within your own team.”

Lessons Learned Along the Way

After several years immersed in construction, Alice says the industry surprised her with its complexity and the number of moving parts behind every build.

Relationships matter more than price — “If you don’t have great relationships in this industry, you don’t have a business. We’ve learned to choose trades and clients who align with our values of trust, loyalty and quality — even if it costs a little more.”
Systems protect growth — “ISO accreditation and structured processes give us confidence to delegate, scale, and maintain quality. Without them, growth is risky.”
Flexibility is key — but so are boundaries — “Running a family business while raising young kids is a juggle. We’ve had to learn how to set boundaries, trust our team, and build a business that supports our family life.”
Construction is all about problem solving — “One change — like a client switching tiles — can create ten new tasks. Being able to anticipate and resolve issues quickly is critical.”
Leadership is learned by doing — “You grow as a leader by how you act, communicate, and respond. It’s not about a title; it’s about behaviour.”

Looking Ahead

Alice still works part-time while raising young children, but she’s focused on moving her role further into strategic analysis and growth planning as the business evolves. For her, success isn’t just about building beautiful homes and commercial spaces — it’s about building a company that reflects her family’s values and supports a balanced life.

“We didn’t start a business to work 24/7 and miss out on our family. We built it to create flexibility, to do work we’re proud of, and to surround ourselves with people who share our standards.”