Rootwork is Mike Soule and Craig Finch. Before starting Rootwork, Craig and Mike worked together on various side projects for over a decade. Most recently, they were a key part of the MoleShopper team that won the StartUp Weekend Orlando and StartUp Orange County competitions in 2012.

Dr. Craig Finch, PhD, Principal Consultant

Craig Finch is an NSF-funded research scientist who is more interested in solving practical problems than climbing the tenure ladder. Dr. Finch started his career as a design engineer in the wireless communications sector during the massive growth period of the late 90’s. Growing bored with the evolutionary nature of wireless technology, the end of the tech bubble provided an excuse to take a break from industry and pursue a PhD in Modeling and Simulation at the NanoScience Technology Center at the University of Central Florida. Craig developed predictive computational tools and used them to design devices that pushed the boundaries of biotechnology. His research included optical biosensors, microfluidic devices, and function tissue constructs. Following his PhD, Craig was responsible for STOKES, the most powerful high performance computing cluster in Central Florida. On the side, Craig has worked as a concert lighting designer, wrote a technical book (Sage Beginners Guide), and held leadership positions in volunteer organizations.

Mike Soule, Principal Consultant

Mike Soule is a business leader and IT professional who is passionate about doing things the right way. Mike started as a software engineer and worked his way up to Technology Director at EZYield, a web services company in the travel industry. He grew the technology team from two developers to five teams of engineers in the US, Australia and India, helping to lead the company to over $20 million in annual revenue. EZYield was purchased by TravelClick in 2011, which was later acquired by an investment firm for over $900 million. Most recently, Mike was the Chief Technology Officer for an insurance claims software company with clients and staff in over 30 states and London. Mike has designed and implemented web applications and services, system integrations, and highly scalable, disaster-resistant distributed system architectures. He enjoys agile project management and has, on several occasions, helped engineering and business development teams actually like each other while achieving extremely high ROI.