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Porcelio

Every firing, perfectly made.

Porcelio runs the parts of a ceramics plant that still depend on somebody watching. Body preparation, pressing, drying, glazing and kiln firing are perceived and controlled by one system, which brings down defects, downgrades, energy use and manual sorting.

porcelio.com

The facts

What we can state plainly.

Round
Seed, $2.5M, 2025
Our position
Early. We were in the round rather than watching it.
Headquarters
London, United Kingdom
Founded
2025
Sector
Applied AI, industrial
Why we backed it

Ceramics is a large industry software mostly walked past.

Tile, sanitaryware and technical ceramics run on kilns, and kilns run on judgement. A plant leans on a handful of people who can read a firing curve and adjust before a batch goes off tone. That knowledge is real, it is scarce, and it retires.

The timing is what moved us. Firing is one of the most energy-intensive steps in building materials, so carbon pricing now lands on every plant directly. Large-format slabs and digital decoration have raised the cost of a defect. Meanwhile high-resolution tone and planarity vision, kiln instrumentation and rugged edge inference have only recently become good enough to close the loop rather than just report on it.

Porcelio does not try to replace the plant. It watches pressing, drying, glazing and firing, then closes the loop on the decisions that were previously made by feel. The result shows up where a plant manager already looks: fewer downgrades, less breakage, and a lower energy bill per square metre.

What convinced us was the wedge. Defect and tone vision is narrow enough to install in one line and prove in a quarter. Everything else the company wants to do sits on top of that first camera.

What it does

One system, from the mill to the pallet.

Each agent earns its place on its own. Together they are the reason the firing curve stops drifting.

Body and preparation

Milling and slip preparation held to particle size, moisture and rheology, so the body arriving at the press is the same body it was last week.

Forming and press control

Force, thickness, density and green strength controlled at the press, where most downstream defects are actually created.

Drying and glaze

Drying rate and glaze application tuned to prevent the cracks, pinholes and crawling that only reveal themselves after the burn.

Adaptive firing control

Firing curves that adjust to humidity, body moisture and load rather than holding a setting written years ago.

Quality and tone sensing

Defect, tone, caliber and planarity inspection at production speed, so a bad batch is caught at the press rather than at the sorting table.

Robotics and handling

Robotic glazing, kiln loading, tone and caliber sorting, and packing. The repetitive, hot and unpleasant jobs, done without a rota.

The defensible part

Perceive, decide, then actually act.

The part that is hard to copy is not any single model. It is the loop, and the firing data that accumulates every time it runs.

A kiln and body digital twin

The firing curve, shrinkage and glaze behaviour are simulated before the burn, so the target caliber and tone are hit on the first pass rather than sorted out afterwards.

Control, not dashboards

Most incumbents ship a scanner that assists one task and reports. Porcelio writes back to plant controls and robotic cells under human-supervised autonomy.

A compounding data moat

Every firing teaches the system something a point tool never sees, because no point tool spans body, press, dryer, glaze line and kiln at once.

Founders

Who is building it.

Rowan Merrick

Co-founder and CEO

Twelve years in ceramics manufacturing, most of it on the floor of tile and sanitaryware plants in Staffordshire and northern Italy. He can tell you what a kiln does at three in the morning when the humidity moves, which is the problem the company was built around.

Callum Ridley

Co-founder and CTO

Vision and control systems engineer. Shipped edge inference for industrial robotics before this, and has the useful habit of testing a model against a running production line rather than a held-out set.

Elliot Hargrave

Co-founder and COO

Spent nine years running plant rollouts for industrial automation vendors, which means he has installed hardware during a shutdown window and knows how little patience a production line has for a pilot. He owns deployment, commissioning and the customer relationship after the first camera goes up.

Working together

What we are actually doing here.

  • Senior hiring, mostly on the applied AI and process engineering side.
  • Introductions to plant operators who will take a call from us and give an honest answer.
  • Pricing work, because outcome-based contracts in heavy industry are easy to get wrong on the first pass.
  • Next-round preparation, started early rather than in the month the runway gets uncomfortable.

How we work with founders

Company profile prepared by 99sa Ventures. Team details and role descriptions are indicative and are updated as the company confirms them publicly.

Building something in this shape?

Applied AI in an industry that still runs on judgement and spreadsheets is close to the centre of what we look for.