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Welcome Anna Helena Hultberg, our new Head of Operations and Client Services, who joined OrbitMI team with our recent acquisition of Gale Force. Anna Helena began her career as a Marine Meteorologist at SMHI, gaining firsthand experience at sea and later moving into leadership roles in weather routing and client services, most recently at Gale Force. She is excited to merge Gale Force’s weather expertise with OrbitMI’s digital platform, focusing on scaling capabilities and enhancing tools that blend automation with human insight.
I began my career more than 20 years ago as a Marine Meteorologist at SMHI (the Swedish Meteorological and Hydrological Institute) in the Weather Routing division. That was my first introduction to the shipping industry, and it quickly caught my interest.
I had the opportunity to spend time at sea on ferries in the Nordics, crossing the North Sea on a RoRo vessel, and even crossing the Atlantic on a Wallenius car carrier. Spending time on the bridge, in the engine room, and elsewhere onboard gave me a unique understanding of life at sea and how valuable our support to Masters and Operators is in real life.
During my time at SMHI, I also took on additional responsibilities such as System Administrator, Internal Auditor, and Environmental Manager, where I oversaw the ISO 14001 environmental management system. I later served as a Business Architect, focusing on the Weather Routing product.
When SMHI exited the Weather Routing business in 2020, I joined Gale Force as Head of Operations & Client Services. It was exciting to help build a start-up from the ground up and continue supporting the industry.
What excites me most is the opportunity to combine Gale Force’s expertise in weather routing and route optimization with Orbit’s powerful digital platform. Together, I believe we can deliver even greater value to our clients by merging human expertise with innovative technology.
I’m also energized by the chance to scale up—growing from a small team of 12 to a larger, integrated group with Orbit—expanding our capabilities and impact in the industry.
One of the biggest opportunities lies in AI, automation, and vessel data. These tools can bring real value when applied thoughtfully, particularly in routing and decision support. But I believe the greatest impact comes when they are combined with human expertise.
The biggest challenge is finding the right balance. AI and automation bring speed and scale, but they depend on high-quality data. In weather routing, uncertainty will always exist. That’s where human insight is crucial—to interpret forecasts, weigh risks, and adapt in ways algorithms can’t. Getting that balance right makes decision-making smarter, safer, and more flexible.
In my new role, I’ll be focusing on strengthening our managed services offering within weather routing and voyage optimisation. The aim is to bring together automation and human expertise to deliver smoother workflows, better decision support, and ultimately more trust in our services.
By making complex insights easier to understand, we can help customers see the value behind routing choices, demonstrate how operations can be both safer and more efficient, and continue building services that create real impact for the industry.
I’ve been inspired by leaders who combine deep industry knowledge with humility, honesty, and genuine care for people. One example is Tom Sandberg, who trusted, believed in, and challenged me in ways that have helped me grow and brought me to where I am today.
I’d love to become an expert in coding, AI, and UX design. Combined with my meteorological knowledge, those skills would allow me to contribute even more to developing smarter, user-friendly solutions for shipping.
On a personal note, I sometimes wish I could be a figure skater or gymnast. It looks so graceful and fun to be able to jump and spin the way they do.
I usually unwind by spending time with my daughter—whether we’re at the stables, watching her figure skating practice, doing homework, or just relaxing. I also enjoy time with family and friends, exercising, spending time in nature, reading, or watching a good movie.
I love to travel and explore new places whenever I get the chance. I’m also passionate about learning and challenging myself—both personally and professionally—because I believe that’s how you keep growing.
