Henrik Söderlund
Independent consultant in Perth. I work out what is slowing a business down, then build the fix - usually some mix of automation, data and software.
What clients bring me
Usually some version of the same thing: numbers nobody trusts, reporting someone rebuilds by hand every month, work that still runs on email and spreadsheets when AI could handle most of it, or a product idea that needs building properly. I have done this for WA government, agencies, ad tech, entertainment and not-for-profit health. For one 150-person agency, automating project and billing workflows cut admin time by 75 per cent. I do the implementation myself.
How I build
I build with AI coding agents, and I review and test everything they write. One workflow I built turns a signed proposal into a live project in seven minutes, down from 45-60. My own practice runs the same way, on agents I built to handle proposals and invoicing.
Products I've built
I also build and run my own products. ascribe is a SaaS platform that checks marketing tracking links against an organisation's own GA4 channel definitions before launch. Rotto Snorkel is a free community app that turns live wind, wave and swell data into safety ratings for 36 snorkel spots around Rottnest.
Background
Before going independent I spent more than ten years on the media side: I co-founded the award-winning Creme Digital in Kuala Lumpur, then led activation teams at Initiative Perth. Before that, I played trombone for a living.