Name: Anastasia Stella
Company: Circuland
Position: CEO
Website: https://circuland.co.uk/en
About Anastasia Stella
Anastasia Stella is cofounder and CEO of Circuland, a UK technology startup building the data infrastructure behind Digital Product Passports. The company was founded in 2022 after identifying a major gap in the construction industry: buildings were delivered with thousands of components but almost no usable information about what they contained across carbon, circularity, technical performance and health and safety.
Her work began in construction where regulation, safety and sustainability depended on documentation fragmented across PDFs, spreadsheets and supplier files. Teams spent weeks assembling handover information that was quickly lost or outdated. She led the development of the Waterman Materials Passports Framework in collaboration with the EU Horizon programme and spearheaded the implementation of Materials Passports in the first building in the City of London. For the above Anastasia was shortlisted for WICE Best Woman in Digital Innovation.
The Circuland platform acts as an AI powered data infrastructure layer that dynamically captures product information and automates building performance tracking, converting raw data into usable intelligence. It links lifecycle documentation directly to the building model, supporting carbon, circularity and safety across both new and existing buildings while maintaining reliable records throughout the asset life.
The platform is already being applied on projects with major real estate organisations including JLL and Legal and General, and is backed by venture capital investment.
This experience revealed a wider opportunity. The same problem exists far beyond construction. Europe is introducing mandatory Digital Product Passports across multiple sectors, yet most industries still rely on static documents. Anastasia positioned Circuland not as a sustainability tool but as infrastructure that allows physical assets to carry reliable information throughout their life.
One of the main challenges was adoption.
The industry had no existing workflows and little incentive to change. By focusing on automation and usability the platform removed manual reporting effort rather than adding to it, enabling practical uptake on real projects.
Circuland has secured around 800.000 dollars in investment and is expanding from the built environment toward wider product ecosystems aligned with upcoming regulations. Her work centres on ensuring materials and products no longer lose their identity after installation, enabling safer management, lower carbon impact and smarter decision making across industries.
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