# Rootstrap

> Rootstrap is a nearshore product engineering consultancy that sells discovery, end-to-end software delivery and embedded engineering teams to startups and enterprises. Its Rootshift method combines a shared model of business decisions with AI agents and human approval, alongside design, web, mobile, data and cloud expertise.

- **Founded:** 2011
- **Headquarters:** West Hollywood, United States
- **Founders:** Anthony Figueroa (CTO and cofounder), Fernando Colman (President and cofounder), Ben Lee (Cofounder; former Neon Roots CEO), Drew Harding (Cofounder; product strategist)
- **Products:** AI / Design Discovery, AI-Native Product Delivery, AI-Accelerated Staff Augmentation, Rootshift, AI, data and cloud engineering
- **Notable:** Reports 750+ digital products launched., MasterClass case reports doubling its team in under two months during the pandemic., Emeritus case reports 50% more enrollments and 20% revenue growth in six months after launch.

## Products & services

- **AI / Design Discovery** — Two-to-six-week audits, scoping and prototyping before a full build.
- **AI-Native Product Delivery** — End-to-end software development with a cross-functional team.
- **AI-Accelerated Staff Augmentation** — Experienced engineers and product specialists embedded in client teams.
- **Rootshift** — Proprietary delivery method combining shared business knowledge, agent execution, independent verification and human decisions.
- **AI, data and cloud engineering** — AI integrations, data pipelines, analytics, infrastructure and deployment systems.

## Achievements

- Reports 750+ digital products launched.
- MasterClass case reports doubling its team in under two months during the pandemic.
- Emeritus case reports 50% more enrollments and 20% revenue growth in six months after launch.
- Publicly presents SOC 2 certification.

## Latest updates

- **2026-09** — Published an instrumented account of agent loops and escalation after repeated attempts stopped producing new information.
- **2026-09** — Anthony Figueroa explained the Ground Truth model for keeping business decisions consistent across AI delivery.
- **2026-09** — Published its AI-fluency hiring framework, with product judgment and accountability as hiring requirements.

## Links

- Website: https://www.rootstrap.com/
- LinkedIn: https://www.linkedin.com/company/rootstrap-it/
- Twitter/X: https://twitter.com/rootstrapinc
- GitHub: https://github.com/rootstrap
- YouTube: https://www.youtube.com/channel/UCBT78C8IFU2deXoqEEMGubg
- Instagram: https://www.instagram.com/rootstrap/
- Facebook: https://www.facebook.com/rootstrap/

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Profile page: https://yespress.io/rootstrap
Published by YesPress — https://yespress.io
Last updated: 2026-10-25