Who We Are

Building Trust in Data, One System at a Time

Mission
Why We Exist

Our mission is to help organizations establish data design and operate data systems that are accurate, governable, and resilient so they can make decisions grounded in clarity, accountability, and long-term operational strength rather than uncertainty or fragmented information.

Vision
Where We’re Headed

Our vision is a future where analytics, automation, and AI support the people behind the organization. We believe the true value of data isn’t just in moving faster, but in creating clarity, shared understanding, and responsible stewardship that strengthens organizations over time.

Philosophy

Our Approach

Autom Insights is architecture-first and human-centered by design because people deserve systems they can trust. We focus on building durable, governed data foundations that support the teams who rely on them every day. 

Data systems should be designed intentionally, not assembled reactively.

Trust in analytics comes from governance, ownership, and transparency.

Automation and AI are only as effective as the architecture beneath them.

Long-term systems matter more than short-term wins.

Commitment

Security, Governance, and Long-Term Thinking

Security and governance are not add-ons at Autom Insights, they are built in from the start. Our commitment supports long-term maintainability, compliance readiness, and institutional knowledge retention so systems remain valuable even as teams, tools, and priorities change.

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  • Clear Data Ownership

    We define and document who owns data, who can access it, and how it can be used ensuring accountability and eliminating ambiguity across teams and systems.

  • Isolated Environments

    Each client environment is fully isolated to prevent cross-exposure of data, maintaining strict separation across infrastructure, storage, and access layers.

  • Auditable Pipelines and Transformations

    All data ingestion, processing, and transformation workflows are traceable and documented, providing transparency and confidence in how metrics are produced.

  • Safe Handling of Data

    Systems are designed to minimize exposure to sensitive information, with structured controls, filtering, and role-based permissions aligned with compliance standards.

  • Alignment with public-sector and regulated-industry expectations

    Our architecture and operational practices are built to meet the governance, accountability, and oversight requirements common in public-sector and regulated environments.

Haylee Ulrey

Founder & CEO

Autom Insights was founded by Haylee with a clear conviction: most data problems are not technology problems, they are architecture problems.

Haylee’s background spans operations, data engineering, compliance systems, business intelligence, and executive-level systems design across both public and private sectors. Throughout her career, she has led large-scale automation initiatives, built enterprise-grade analytics systems, and helped organizations move from manual, people-dependent reporting to governed, scalable data environments.

She has designed region-wide automation systems that unified financial and performance data across multiple providers, built dashboards used by executive leaders and state agencies, and integrated fragmented tools into structured, reliable pipelines. Her work consistently focuses on clarity, durability, and trust ensuring that data systems serve organizations long after implementation.

Today, Haylee guides Autom Insights with an infrastructure-first philosophy: build the foundation correctly, govern it intentionally, and enable analytics, automation, and AI to operate safely on top of it.

Partners

Autom Insights collaborates with a select group of experienced partners who bring specialized expertise across data architecture, analytics, automation, and governance. This structure ensures clients benefit from a depth of knowledge and capability beyond a single individual, while maintaining the focus, agility, and accountability of a dedicated firm.

James G. Fong

Strategic Consultant / Systems Transformation Leader
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Thor Muller

Visionary AI & Business Strategist
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Aaron Moffatt

Head of Technology
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Tanner Ulrey

Brand & Marketing Coordinator
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Thor Muller

Visionary AI & Business Strategist

Thor is the Co-founder and CEO of White Rabbit, a bioregional accelerator and community space in Ashland, Oregon that supports entrepreneurs and technologists across domains well-suited to Southern Oregon. He co-founded the Rogue Valley AI Lab and Rova, an AI platform for the Experience Economy that helps businesses plan and connect with audiences through live events and other programming.

These ventures build on a career defined by community-powered technology. Thor is a serial entrepreneur with multiple exits — including Get Satisfaction, a pioneering customer community platform acquired by Sprinklr. He founded the Internet practice at renowned product design studio Frog Design, which acquired his pioneering web firm, Prophet Communications, and went on to serve as Entrepreneur-in-Residence and AI Strategist at Mach49, where he set up and ran multiple incubators, accelerators, and venture competitions for Global 1000 firms.

Beyond his own ventures, Thor advises companies spanning technology media, legal tech, and renewable energy — including VentureBeat, Pacerpro, and Zola Electric — and previously advised hardware incubator Highway 1 and Code for America. He is a New York Times bestselling author whose work consistently lives at the intersection of technology, social impact, and culture — driven by a belief that practical innovation should deepen human connection and regional resilience.

Aaron Moffatt

Head of Technology

Aaron is a leader at the crossroads of emerging technologies, data systems, and community transformation. He has spent 20 years at the intersection of data, visualization, and emerging technology, turning complex, fragmented data into intuitive interactive experiences.

As a full-stack architect and AI systems designer, he has led projects spanning scientific data visualization, GPU-accelerated rendering, and large-scale data pipelines. This has included working with partners locally (ScienceWorks, White Rabbit) and globally (Apple, Tableau, HTC, Factset).

His work in flow cytometry delivered tools that let labs visually analyze billions of data points at a time, and as CTO of Immersion Analytics he continues to build frameworks for exploring massive datasets in immersive 3D environments.

Working with Autom Insights, he designs and builds infrastructure that ingests raw data, transforms it, and delivers it as clear, actionable insight.

James G. Fong

Strategic Consultant / Systems Transformation Leader

Jim is a strategic advisor specializing in systems integration, organizational and community learning, leadership development, and innovation. He works within and across the private, public, nonprofit, and philanthropic sectors, forging high-impact partnerships that deliver measurable organizational and community-wide results.

A nationally recognized leader in the applied use of longitudinal data analytics, Jim works with organizations and communities to strengthen how they measure, manage, and accelerate impact. He integrates real-time, data-informed decision-making into the core of strategy and governance embedding adaptive learning systems from boardrooms and policy tables to executive teams, middle managers, and frontline staff. By transforming data from a retrospective reporting tool into a forward-looking engine for alignment and performance excellence, his work helps establish a higher standard for organizational effectiveness – one grounded in continuous learning, shared ownership, and sustained system-level transformation.

Through his work with Autom Insight, Jim leverages advanced analytics platforms to translate complex data into actionable insight. He partners with clients to align data strategy with vision, mission, strategic priorities, outcomes, and performance indicators – ensuring that insight informs strategy, strategy drives execution, and execution delivers impact.

Tanner Ulrey

Brand & Marketing Coordinator

Tanner is a Southern Oregon native with a background spanning business, design, and data-driven problem solving. His work helps organizations make sense of complex information – through scalable design systems, structured data models, and dashboards that turn data into clear, actionable narratives.

At Autom Insights, Tanner translates complex business and communications requirements into clean, functional deliverables. He brings a systems-oriented mindset to every engagement, blending design precision with analytical rigor to produce solutions that are consistent, usable, and built to last.

A graduate of the University of Providence with a BS in Business Administration and academic honors, Tanner also competed as a collegiate wrestler – an experience that shaped the discipline, resilience, and competitive focus he brings to every client relationship.

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