We're two people who got tired of watching good businesses drown in admin.
From The Automaton is a B2B automation consultancy based in Valencia, Spain. We build custom automation systems for small businesses that are ready to stop doing things manually.
The Origin Story
Why we started this.
There's a version of running a small business that looks like freedom: doing meaningful work, on your own terms, with people you actually like.
And then there's the reality: a significant portion of every week disappearing into tasks that don't require creativity, judgment, or your specific expertise. Tasks that could, in many cases, be handled by a well-designed system.
We started From The Automaton because we kept seeing this pattern: smart, capable business owners and teams losing hours every week to processes that technology could handle in seconds. So we decided to do something about it.
We focus on businesses with 1–20 people. Not because larger companies don't have the same problems (they do) but because small businesses rarely get the attention they deserve from the automation world, and that's exactly where a few saved hours makes the biggest difference.
The Founders
Meet the team.
Jim Zwetsloot
AI Consultant & Workflow Expert
Jim spent years as a Product Manager at Visma Software, building ERP SaaS solutions, before moving to Spain to build something more meaningful.
He launched GoalAllies: a platform connecting people through accountability, and has spent the last several years building automation systems, testing AI tools, and helping small businesses reduce the repetitive work that slows them down.
His approach: make AI practical, simple, and genuinely useful for entrepreneurs who don't have time to become technical experts.
Oki Alexander
AI Workflow Specialist & Trainer
Oki has 20 years of experience working across China, the Netherlands, Australia, the Middle East, and North America.
He's moved through roles across industries and disciplines, and what's stayed consistent is his ability to understand what people actually need, and build things that work for them.
He specialises in workflows that integrate AI while keeping brand voice and human authenticity intact. He brings both technical expertise and real design thinking to every project.