Roocode, Inc.
To provide an AI software engineering team that is interactive in the IDE and autonomous in the cloud, helping human teams ship faster and more independently by giving them confidence to use AI on their own terms.
Founding Story
Roo Code was started in 2025 by Danny Leffel, CEO of Roo Veterinary, who built an AI coding tool initially to address frustrations with his engineering team's velocity. What began as an internal solution evolved into a standalone open-source project. The company emerged from the AI coding assistant space, initially as a fork of Cline (previously known as Roo Cline), but quickly developed its own identity with enhanced features and capabilities. The founders wanted to move faster and add advanced features like multi-mode agent systems, ultimately creating an AI-powered autonomous coding agent that integrates directly into developers' editors.
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Leadership
Founders
Danny Leffel
Serial entrepreneur and CEO with extensive experience in product and technology. Previous roles include CEO & Co-founder at Crew (2015-2019), Founder & CEO at Yardsellr (2009-2014), CEO at Tophatter (2021-2023), VP Product Strategy at Tophatter (2020-2021), and CEO at Roo Veterinary (2023-Present). Currently serves as Co-Founder and Executive Chairman at Roo Code (December 2025-Present), previously CEO (February 2025-December 2025).
Matt Rubens
Experienced technology executive and serial entrepreneur. Previous roles include Co-founder and CTO at Kickball Labs (2007-2013), Co-founder at Jamglue (2006-2007), Software Development Engineer at Amazon (2004-2006), Principal Engineer at Change.org (2013-2015), Engineering Lead at Remind (2015-2016), VP Engineering at Tophatter (2016-2020), SVP Product, Engineering, and Growth at Tophatter (2020-2021), VP Engineering at Getlabs (2022-2023), SVP Product, Growth, Design at Roo (2023-2025), and Chief Prompt Officer at Roo Code (February 2025-December 2025). Currently serves as CEO at Roo Code (December 2025-Present).
Executive Team
Matt Rubens
Chief Executive Officer
Serial entrepreneur and technology executive with experience at Amazon, Change.org, Remind, Tophatter, and Getlabs. Co-founder of Kickball Labs and Jamglue. Led engineering, product, and growth teams at multiple startups.
Danny Leffel
Co-Founder and Executive Chairman
Serial entrepreneur with experience founding and leading multiple startups including Crew, Yardsellr, and Roo Veterinary. Previously held CEO and VP Product Strategy roles at Tophatter.
Business Model
Revenue Model
Hybrid model combining free open-source extension with paid cloud services and AI model inference costs. Users pay at-cost for curated models through Roo Code Router or bring their own API keys. Cloud services operate on subscription basis with usage-based credits for agent runtime and inference.
Pricing Tiers
Free and open-source extension plus inference costs. Users pay via Roo Provider credits or bring their own model (BYOM).
Cloud Agents cost $5 per hour in credits. Inference paid via Roo Provider credits or BYOM.
14-day free trial. Unlimited users with no per-seat cost. Cloud Agents cost $5 per hour in credits. Inference paid via Roo Provider credits or BYOM.
Custom pricing for large-scale deployments. Includes SAML/SCIM support and invoice billing. Contact sales team for details.
Target Markets
- Software development teams and individual developers
- CloudTech & DevOps professionals
- Enterprise engineering organizations
- Startups and technology companies
- QA and testing teams
- Product management and customer success teams
- Frontend Development: Incorporating feedback into landing pages and making navigation responsive
- Backend Engineering: Creating database migrations and denormalizing calculations
- QA Engineering: Writing Playwright tests and automating regression suites
- DevOps: Updating Dockerfiles and fixing production build errors
- Customer Success/Support: Diagnosing bugs from customer descriptions and analyzing stack traces
- Product Management: Breaking down features into technical tasks and estimating change impact
- Smartsheet
History & Milestones
Roo Code officially launched as an open-source project
Raised $5M Seed funding round
Reached 22,000 GitHub stars and 1 million+ users
Achieved SOC2 Type 2 compliance
Leadership transition: Matt Rubens became CEO, Danny Leffel became Executive Chairman
