About Elizabeth Marston

Founder | Entrepreneur |  Cultural Heritage Advocate | Archaeologist | Vintner
 

I'm the Founder of Sotera, an AI-powered Insurtech founded at the University of Cambridge’s Accelerate program and scaled through the Lloyd’s Lab accelerator. At Sotera, we are redefining risk analysis and bringing data-driven innovation for Fine Art & Specie and High Net Worth insurance.
 

With a deep commitment to preserving cultural heritage through technology, we are building Sotera’s nonprofit initiatives to bridge the gap between preservation and innovation— protecting cultural heritage at-risk and helping museums and institutions better protect, manage and engage with their collections.
 

My academic background includes postgraduate degrees in Classical Archaeology and Egyptology from the University of Cambridge, with contributions to heritage initiatives at the British Museum and in Cairo.
 

Beyond the tech world, I’m a hands-on entrepreneur and owner of a boutique winery in Napa Valley.
 

As a Business Coach, I work with founders to uncover their “why,” helping them build and scale ventures rooted in purpose, passion and impact.
 

Originally from California, I’m now based in London, working at the intersection of technology, insurance, and cultural heritage stewardship to drive meaningful, forward-thinking change.

I made the bold decision to leave California for England, stepping away from a successful 20-year career running a family winery in the Napa Valley— a business I still own and manage with pride — to explore new opportunities, pursue my post-graduate studies at the University of Cambridge, and reconnect with my lifelong passion for archaeology and cultural heritage.

Along the way, life threw an unexpected curve ball: my home was destroyed in the California wildfires. The pain of the loss was compounded by a long and frustrating insurance claims process that opened my eyes to a major flaw in the system. I realized that many, particularly those in museums and cultural institutions, were facing the same challenges when it came to recording  and protecting their collections.

This experience, combined with my post graduate studies and a transformative project on protecting at-risk cultural heritage with the British Museum, ignited a powerful insight: I could create something that bridged my business experience, my passion for cultural preservation, and drive to make a real difference. 

And thus, my entrepreneurial journey began. I pitched my idea to the Cambridge Alumni Accelerator at Judge Business School, and what started as a simple vision soon evolved into something much greater.

Today, I am proud to be the co-founder of an Insurtech company in London. In parallel, we are building a nonprofit focused on the protection of cultural heritage — a cause that is close to my heart.

The intersection of technology, arts, and culture is where my true passion lies. I am fascinated by the challenge of understanding risk and solving complex problems through innovative tech solutions that make a tangible difference.

I am passionate about helping other women follow their dream, use their talents and driving passions to create a fulfilling next chapter.