Our Team
A multidisciplinary team united by a shared mission to improve dementia care, combining behavioural expertise, care experience, clinical insight, technology, strategy, and commercial leadership.
Dr Emma Williams
Dr Emma Williams is founder and CEO of emwillcare, the company behind Less Distress, a behaviour support and prediction platform for dementia care.
With 28 years in care, and as one of only around 80 Behaviour Analysts worldwide specialising in dementia care, she is working to make specialist behavioural support more accessible to carers, families, and providers. She has also been named by f:Entrepreneur as one of the UK’s leading female founders.
Founder & CEO - BCBA-D
Tim Davies
Tim Davies is CTO of emwillcare, where he leads the technology behind the platform and helps turn behavioural expertise into practical, reliable digital support for dementia care.
With more than 30 years in software and over 8 years in applied AI, he brings deep technical leadership and product experience. He focuses on building scalable, easy-to-use systems that are grounded in real-world needs and support long-term growth.
CTO
Dr Ashley Dysarz
Behavour Analyst - BCBA-DAshley holds a PhD in Behaviour Analysis and brings over ten years of experience working as a board certified behaviour analyst in education. She has supported children and adolescents with intellectual disabilities and severe distress behaviours, developing effective, person-centred approaches. Ashley specialises in Organisational Behaviour Management, with a focus on staff training and the development of sustainable systems and processes. She is passionate about supporting others and driving meaningful change within the human services sector.
Melissa Meckel
Missy is a US-based Board-Certified Behaviour Analyst and Consultant Behaviour Analyst for the project. She has worked closely the development of Less Distress and continues to provide specialist behavioural input throughout. Her expertise helps ensure the project remains grounded in behavioural science, with a strong focus on feasibility, safety, person-centred practice, and clear guidance for frontline care workers.
Behaviour Analyst - BCBA
Dr Jonathan Baker
Dr. Jonathan Baker is an Associate Professor and Chair of the Department of Psychology at Western Michigan University. Prior to joining WMU, he was a faculty member in the behavior analysis and therapy program in the Rehabilitation Institute at Southern Illinois University as well as the coordinator of the SIU gerontology certificate program.
Behavour Analyst - BCBA-D
Dr Allison Ilem
Dr. Allison Ilem is a Clinical Psychologist and Board Certified Behavior Analyst specialising in gerontology. She founded Jaybird and Oak, a Michigan-based practice supporting older adults and caregivers through integrative, values-driven care. She also contributes to behavioural health integration initiatives and provides consultation and training in areas including dementia care, grief, interdisciplinary care, and end-of-life services.
Behaviour Analyst - BCBA
CFOSteve Burt
Steve has 35+ years experience in finance and business. He is a Chartered Accountant with expertise in coaching, leadership development, and strategic support. Experienced adviser.
A multi-award-winning PR consultant, trainer, content strategist, and designer. Brings over 20 years of experience in agency and consultancy roles, following her early career in journalism.
PRSara Robinson
Joe David
CommercialCFA Charterholder and Cambridge graduate with 10+ years in investment management and startups. Strong background in strategic finance, board-level insight, and founder support. Former co-manager of a £600m UK equities fund, now advising startups as a strategic and commercial lead and fractional CFO.
Paul Kelly
Solutions ArchitectPaul has 29 years experience in IT, 16+ in Technical/Solutions Architecture in Local & Central Government, Defence, Education, Horticulture, Utilities & Finance. Problem solver.