About · Melbourne, Australia

We've been an MSP since 2009. This is the platform we built for ourselves.

Automatica started as a small IT and managed services business in Melbourne, and it's still where we're based and where we build. Automatica the platform is what we built for ourselves, because nothing else fit.

We're a small MSP. Our clients are small and medium businesses, not enterprise, and that's how Automatica has always run.

Over the years we've tried a lot of different tools — ticketing systems, time trackers, documentation wikis, CRMs. Some were good, some weren't. But every one of them left us with the same problem: a manual burden of keeping everything integrated and making sure information actually flowed from one system to the next.

"It's not trying to be an enterprise PSA — it's an end-to-end operating environment for your small MSP."

Kai Howells, Founder

We're also put off by minimum seat counts, and onboarding processes that cost a lot of money without delivering much of anything before we'd done a single day of real work.

So we built Automatica for ourselves. Dispatch, Track, Embark, Reach all started as things we needed to run our own business, against our own clients, our own tickets, our own time. This year we opened it up to other small MSPs. If any of this sounds familiar, we'd like you to try it.

What running an MSP taught us

Every module answers something we actually needed.

Small doesn't mean simple

Your clients expect the same reliability as an enterprise's IT department, even though you're a fraction of the size. The platform has to hold up to that — not scale down from something built for a 200-person NOC.

Integration isn't a nice-to-have

When your ticketing tool doesn't talk to your time tracker, someone has to be the integration layer by hand. We built Automatica as one system so that stops being your job.

Pricing should reward growth, not punish smallness

No seat minimums, no onboarding fee, no enterprise sales call. If it's just you, you pay for one seat — see how pricing actually works.

We ship what we'd run ourselves

Every module in Automatica has already been used against a real MSP's real client base — ours — before it reached this page.

Kai Howells

Melbourne, Australia

Founder — running Automatica since 2009.