The XpertRule solution

We’ve worked hard to create a comprehensive, intelligent automation software package, a methodology that’s easy to follow, and a great team that people can turn to for information, advice, and encouragement.

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Our approach


Our software is versatile, transparent, easy to adjust and apply to different situations.


We love innovating so we’ll support businesses developing new frameworks with significant market potential.


We’re always trying to find ways to simplify automation so that everyone can understand and appreciate it.


We like to be accommodating so we’re open to our clients and partners’ ideas for new ways of doing things.


We also like to be easy to do business with. We’re not a corporate juggernaut so we can be flexible, open to new ideas and ways of doing things.


We price our software to be affordable and deliver ROI quickly

The latest from us.

Our leadership team

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Tom Davies, Chief Executive Officer

Tom has spent the last 20 years helping organisations around the globe to deliver significant returns from technology investments. He has advised Heathrow and Manchester Airports on future proofing their IT strategies, advised the Board of the Advanced Manufacturing Research Centre on the adoption of digital solutions, and worked on the delivery of a £100m+ digital transformation programme for a multi-channel retailer amongst many other projects. He established and headed up a tech efficiency consultancy business, and now sits proudly at the helm of XpertRule

Akeel Attar, Chairman

Akeel has 35 years’ experience in the AI field and has worked under the direct tutelage of Professor Donald Michie – one of the founding fathers of Artificial Intelligence in the UK - on developing inductive learning expert systems. He has spent many years consulting blue-chip businesses world-wide on the successful delivery of intelligent automation solutions. More recently he spearheaded the development of XpertRule’s new human-centric, multi technology, AI automation platform. He is currently also a visiting professor at Sheffield University AMRC.

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Haider Attar, Chief Operating Officer

Haider Attar holds a BSc Degree in IT and a MPhil Masters in AI/machine learning. Haider has spent the last 30 years designing and building over 100 major AI-based automation systems for blue chip clients around the world, such as Aviva, Nestle, AOL, BP, Lloyds Bank & PwC


John Clegg, Chief Technology Office

John has an MSc in software engineering, specializing in machine learning. He has been developing core tools and technologies for AI solutions for over 30 years


Richard Boyd, Principle Consultant

Richard holds a degree in mechanical engineering and has worked on computer-related projects for 30+ years and delivered projects internationally for XpertRule for 20+ years across a diverse range of sectors.


Ian McKeith, Director Of Partner Solutions

Iain has been working in transformation and technology for 18 years, delivering and leading change within the private and public sector. This has included large-scale programmes for the Co-op, Transport for the North, Defra and councils across the country. He now heads up partner and client engagement at XpertRule.


Emma Radcliffe, Head Of Marketing

Emma is a marketing expert with 17 years’ experience in using strategic marketing for business growth. She has worked in-house and as a consultant with businesses ranging from start-ups to blue chip brands including Panasonic, Specsavers and easyJet.

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