Built by Engineers, Not Salespeople.
We are José Duque and Javier Jaramillo. We are lifelong collaborators, from university classmates to corporate colleagues. After 20+ years each building critical production systems, we founded Digital Roots in 2018 with a clear purpose: to bridge the gap between business strategy and engineering. We don't just write code; we ensure every technical decision drives your revenue.
The Partners
José Duque
Co-Founder & Chief Architect 
With a Master's in Computer Science and more than 20 years of experience building software, I've worked on complex, high-performance systems for the US market. At Digital Roots, I lead architecture and remain hands-on with the code, focused on scalability, security and reliability in production. I'm currently exploring how AI and emerging technologies can solve real business problems.
Javier Jaramillo
Co-Founder & Head of Strategy
I've been building software for more than 20 years, with experience across financial systems, loyalty platforms, Travel Tech and AI. I hold an MSc in Information Security and work closely with clients to bridge the gap between business, product and technology. At Digital Roots, I stay hands-on while helping shape products, technical strategy and the solutions we build.
Being Clear About Fit
We've learned that being upfront about what we don't do saves everyone time:
We Don't Compete on Price
If your primary criteria is lowest hourly rate, we're not competitive. Our value is in experience and outcomes, not billing volume.
We Don't Scale to Dozens of Clients
We intentionally limit partnerships to ensure quality. If you need a vendor who can staff up quickly for any project, larger agencies are better suited.
We Don't Work on Spec
We're happy to discuss projects thoroughly before engagement, but we don't build extensive prototypes or proposals unpaid.
We Don't Take Every Project
We focus on partnerships where our experience adds significant value. If your needs are straightforward or you have strong technical leadership, you might not need us.
Our Values in Practice
Radical Candor
We will tell you if your timeline is unrealistic or if you're solving the wrong problem. We protect your investment with the truth.
Built to Last
Speed matters, but stability pays the bills. We build robust systems designed to scale, avoiding the technical debt that kills growth.
Outcome Oriented
We don't count hours; we count milestones and business revenue.
Proven Expertise
We show you what we've built, not what we might build.
Ready to Build with Certainty?
The best way to know if we're a fit is a conversation. We'll be direct about whether we can help, and if we can't, we'll often suggest who might.
What to expect:
- 30-45 minute video call directly with a Partner
- Discussion of your technical challenges and goals
- Honest assessment of fit and approach
- No pressure, no sales tactics