Automate101, Level 27, PwC Tower 188 Quay Street Auckland 1010

About Us

We build tools for the Service Desk

Automate101’s vision reflects our name ‘ we don’t workflow – we Automate’. We believe that today’s IT service space is manual for no reason, and that wastes time and money while harboring frustration. Our focus is on the Managed Service Provider – the people taking care of IT for their customers. By focusing on automating common tasks across a common set of applications, while incorporating Identity and Active Directory we save service desk time and effort. Through comprehensive delegated administration, we save your customer’s time. By automating, we deliver consistency and repeatability, reducing your risk while saving money. We believe there is a better way.



Automate complex tasks, while ensuring consistency and repeatability. Automation reduces time to cash, and allows you to do more with less people.


Delegate down common tasks – From level 3 to the service desk, from the service desk out to customers. Reduce the time to serve your customers, and move from tickets to delivery.

Business Building

Atria allows you to scale your business, without adding people. Automate and manage from a single pane of glass both your multitenant environment and all your customer ADs.

Grow your Services

With Atria you can easily add additional services, from Hosted Desktops to Office 365. Integrating additional services can be a no to low code experience, so you can grow faster.

Team Members



Years of Development

Our Story

We Got Started Because We Want to Help MSPs deliver the Cloud.

Our vision right from when we were still EMS-Cortex has been to help MSPs deliver the cloud. IT started off relatively simple, with Multi-tenant Exchange hosting to now where we cover multi cloud, multi AD services. Having worked in MSPs and outsourcers for much of our professional lives we understand the pains, the risk of too many people having access, the waste in senior people having to do simple admin tasks. Working with the largest Telco in New Zealand we created a market leading multi-tenant provisioning engine and delegated administration portal called Cortex. A few years later, with another 1/2 a million managed users we were acquired by Citrix and turned into Cloud Portal Services Manager or CPSM.

CPSM is now back in the hands of the original creators, and the team that built the business. We have the same vision, helping MSPs deliver the cloud. We’re excited to work with you, help your business grow and take advantage of the new opportunities available. Welcome to Automate101!


Meet The Team

Colin Williams

Founder & CEO

Colin Williams led EMS-Cortex to it’s first successful acquisition, and since then has led a fast growing Microsoft Partner Award winning New Zealand MSP. With a strong history in development, and a deep knowledge of the MSP market he brings real world depth to Automate101.

Daniel Thurston

Co- Founder & Customer Success

A long history working for MSPs and then EMS-Cortex, Daniel has lived both sides of the coin. Since leaving Citrix Daniel has lead growth in Custom Development and Office 365 businesses.  He’s lived through the MSP world, and understands the scale issues from both sales and delivery.

Jason Green

Customer Engagement

Jason has worked for nearly 20 years in an MSP, as an engineer, practice manager and more recently building the cloud practice including hosting, backup and Office 365. A deep understanding of how the MSP business runs along with experience working with MSP’s customers gives real insight into how our MSPs deliver services and manage customers.

Michelle Williams


Michelle has a Bachelor’s degree in Computing and Information Systems along with over 25 years in the IT industry in the UK and in New Zealand.

Most recently, her focus has been in solution architecture, strategy, data and business analysis. She thrives on providing practical and simple solutions to complex business problems. She brings those skills both to Automate101 internally, and when gathering business requirements for our customers, ensuring we deliver high quality, market ready solutions.

Arad Haghi


Arad Haghi has provided development and technical leadership across several high profile SaaS businesses. From leading Research and Development projects to designing complex systems, such as flight routing, Arad has a breadth of technical knowledge and excellence in approach.

Bringing the ability to work with customers to understand requirements through to managing a development team day to day while leading complex research projects Arad drives excellence in our products.

Get started

Start Automating your business!

Get a detailed, in depth technical demo, and have a pragmatic conversation about the impact Atria can have on your business.


Some of our customers

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