Built on Experience

Robert is the visionary behind ROOTED, driven by a clear mission: to help business owners navigate growth with clarity, structure, and confidence. With 35 years of experience building businesses—from his early days as a messenger and baker in Colombia to a 25-year career in banking and stock trading—Robert brings "real-world" expertise that goes far beyond theory. After immigrating to the U.S. a decade ago and starting over from scratch, he has built multiple successful ventures in New Jersey across property management, data technology, agriculture, and strategic consulting. His approach is grounded and pragmatic, specifically designed for those who, like him, seek to transform hard work, resilience, and technical experience into a sustainable legacy.

As a co-founder of ROOTED, Paula brings an essential balance of operational rigor and human empathy to the design of growth strategies. She is an Industrial Engineer with a strong background in optimizing processes, procedures, and refining administrative and financial management for small businesses. Paula specializes in navigating regulatory landscapes, possessing deep expertise in certification processes for micro-entrepreneurs (SBE/MBE) and other compliance frameworks critical to business success. Her work is driven by the conviction that the most effective business systems are those that combine technical precision with an unwavering commitment to the well-being and resilience of the business owner.

Leonardo combines strategic business vision with deep technical expertise in data architecture and economics. With a strong academic background in Mathematics, Music, and a Master’s degree in Economics, he brings an analytical yet creative approach to designing data ecosystems that drive decision-making and digital transformation. His work focuses on transforming complex data into strategic assets, enabling business owners to scale with clarity, structure, and confidence.