Maddie Tufts: How Steer is Changing the Game for Creators, Influencers and Affiliates of All Ages
In this episode of Conversations with Carroll, I had the absolute joy of sitting down with Maddie Tufts—an entrepreneur I’ve known since she was in high school and someone who has always carried a natural entrepreneurial spirit. Maddie is the founder of Steer, an innovative affiliate marketing platform focused on experience-based and service brands. Our conversation explored how Steer turns everyday word-of-mouth recommendations into trackable, performance-based marketing, allowing creators, businesses, and even publications to earn commission simply by sharing experiences they genuinely love. What struck me most was how accessible this model is—whether you’re a seasoned entrepreneur, a micro-creator, or someone simply sharing your favorite places and experiences.
Maddie beautifully explained how Steer bridges the gap between influencers and brands by providing data, clarity, and support on both sides. We talked about the power of micro-influencers, the importance of trust within smaller communities, and how performance marketing creates a true win-win—brands only pay for results, and creators are rewarded for authentic sharing. Maddie also emphasized how deeply hands-on her team is, walking users through every step of the process and continuously refining the platform based on real feedback. It was inspiring to hear how Steer isn’t just about marketing—it’s about connection, experience, and helping people get out into the world.
Our conversation naturally expanded into the bigger picture of social media, AI, and responsibility. Maddie shared a perspective I deeply resonate with: social media is a tool, and it’s up to us to use it in a way that brings light, movement, and real-life interaction rather than isolation. Steer, at its core, encourages people to try new things, meet new people, and engage more fully with life. Listening to Maddie—a brilliant young professional grounded in both innovation and humanity—was a reminder that the future of business doesn’t have to be disconnected. It can be experiential, ethical, and deeply human.
