Who is RoleModel Software?

Our Purpose

Glorifying God by applying our craft to serve business innovators and colleagues.

RoleModel Software is a world-class, collaborative software development team dedicated to delivering the highest quality custom web and mobile software solutions while cultivating a work environment where community, family, learning, and mentoring flourish.

Founder Ken Auer, established RoleModel in 1997 with the goal of helping businesses succeed with scalable software. Over the years, that mission hasn’t changed. After over 20 years in business and over 100 successful projects, RoleModel continues to guide and provide for their clients. RoleModel’s CEO Caleb Woods leads the team towards constant improvement and success, delivering high value tailored software solutions.

Our Core Values


Who you are when nobody’s looking: We seek to emulate the perfect model of character, Jesus Christ. This includes always speaking the truth in love, and practicing servant leadership. (Philippians 2)


Working together to craft outcomes better than we can individually: Contributing as a team from beginning to end, internally and externally, so we always meet or exceed expectations. (Ecclesiastes 4:9-10)


Skill and quality of design of work in a particular craft: We deliver superior results as a highly collaborative team. We cultivate personal and professional growth by working together. (Proverbs 22:29)

Business Consultation

Our core values drive what we do at RoleModel Software, but the extension of those values mean that we truly seek to serve our business clients and deliver value quickly and accurately. As a B2B custom software company, our competency goes beyond delivering high quality software. Each member of our team is dedicated to a business improvement mentality where software is created with your context front of mind. 

Every partnership we initiate starts with business consultation where we dive into your context and learn about your business at a deep level. Your needs and values become a part of our daily focus. Because of this dedication to your business, RoleModel Software is considered as much a business consultancy as a world-class software development team.


Ken Auer Headshot

Ken Auer


For over four decades, Ken has applied his craft as a leader of high-performance development teams. He founded RoleModel in 1997 and now serves as Chief Product Officer, driving the vision and implementation of technical products.

Caleb Woods Headshot

Caleb Woods


Caleb is a proven leader with extensive experience evaluating technology trends, leading teams, and implementing best practices. As CEO, Caleb promotes continuous improvement while cultivating a collaborative work environment.

Roy Miller Headshot

Roy Miller


Roy plays an active role in managing and supporting many functions at RoleModel. From startups to multinational consulting projects, Roy’s 25+ years of leadership experience gives him the ability to drive success across the board.


One of our values is collaboration. One way we build this value is by strengthening our company culture through experiments— mixing up our teams and giving them a common goal to work toward, and time away to regroup together. 

During our annual company retreat, all the employees of RoleModel Software and their families gather together for a time of reflecting on the year and casting the vision for what the next year(s) will look like and what we hope to accomplish as a team. In 2023, we visited Asheville, North Carolina. Our retreat theme of nurturing a Team Environment for Growth is anchored in our core values of Character, Collaboration, and Craftsmanship. While in Asheville, we took a team trip to see the Biltmore Estate and spent some time exploring Asheville, furthering relationships, and sharing experiences outside of work. 

We are so thankful for the time to connect and grow as a team. We look forward to another year of serving our partners.

Check out the video to see more about our time together. 

RoleModel Software Retreat 2023

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