About
NYAS was built on a simple idea: AI is only as good as the person who understands the job it's replacing.
NYAS was built on a simple idea: AI is only as good as the person who understands the job it's replacing. Hayley Bell built NYAS from real business experience, not theory — and that's the standard every AI agent we build is held to.
"Expert advice & support to plug in, clarify and share the load, whenever you need." — Hayley, Founder
Our approach
Every AI agent NYAS builds is:
Marketing agents are built with marketers, finance agents with finance people, and so on.
Reviewed, adjusted, and improved as your business changes, not set-and-forget.
Not a bolt-on. See our Security & Trust page for exactly what that means today.
Meet the Founder
Hayley Bell built NYAS from real experience, not theory. From scaling global projects to advising businesses through growth and change, she has worked on both sides — inside companies and alongside them — which means she understands where things break down and what it actually takes to fix them. That mix of hands-on experience and big-picture thinking is what shapes how NYAS approaches AI: as a tool run by people who understand the work, not a replacement for understanding it.
Why I built NYAS
I come from a family of computer engineers — people who pivoted with the industry as it shifted from physical servers to cloud hosting. I’ve watched technology boom my whole life, from the inside.
As a solo parent running multiple global, award-winning businesses at once, productivity was never a nice-to-have — it was essential. So I built the AI infrastructure my own businesses needed to run leaner, move faster, and free up the hours that actually mattered.
Now I build that same infrastructure for other businesses. That’s NYAS: the tools and thinking I rely on every day, put to work for you — designed by people who understand the job, not just the technology.
Career highlights
Before NYAS, I spent over a decade building bold things — global movements, record-breaking campaigns, and tech that reached hundreds of thousands of people. Here’s some of what that looks like.
Innovation Advisor with Innovate UK EDGE, guiding multi-million-pound projects from cancer research to electric aviation.
Digital Performance Manager for a FTSE 100 PLC, leading record-breaking campaigns — and facilitating its Women’s and Sustainability Networks.
Built and run my own Limited Companies and a Community Interest Company — hands-on with the realities of scaling a business.
Over a decade driving growth, visibility and measurable results across sectors, from startups to global brands.
Recognised for our impact
The experience behind NYAS isn’t theory. It’s a track record of building bold things, being recognised for them, and knowing what it actually takes to deliver.
Awarded by the American Motorcyclist Association (AMA) — global recognition for impact on the sport.
Recognised for innovation and disruption, and for driving change across the industry.
Built the largest motorcycle relay in history — 3,500 women riders across 79 countries, a community spanning 102 countries, all on zero budget.
Featured in The New York Times, Forbes, The Independent and 200+ outlets worldwide, plus a Google-produced short film with 5M+ views.