About Jacob

Hi, I’m Jacob.

I’ve always wanted to know how things work.

I built computers when I was young, learned HTML in high school, and built websites for friends, family, and small businesses. I’ve also worked in personal training, flooring operations, and technical work in the motion picture industry.

Across those settings, I kept gravitating toward the same things: organizing information, improving a workflow, and figuring out why a problem kept coming back.

That habit became the foundation of Morales Software.

My story

The industries changed. The questions stayed.

I spent approximately five years as a personal trainer. Studying movement made me pay attention to how the whole body worked together, instead of focusing only on the place where a problem showed up.

Businesses and bodies are different. What stayed with me was the habit of looking beyond the visible symptom before deciding what to change.

In flooring operations, technical work, websites, and software, I kept asking how information moved, who needed it, and what happened when one part of the process was unclear. Sometimes a tool helped. Sometimes the work needed a clearer process or decision.

I learned unfamiliar tools when I needed them. AI-assisted development later expanded what I could build, giving me a way to turn more of those ideas into working software.

Why I built the company

I wanted to put that way of thinking to work.

I wanted to build something of my own that helps people solve difficult operational problems. Morales Software gives that work a place to happen.

Before recommending documentation, a workflow change, AI, automation, or software, I want to understand how the business operates. The people doing the work, the information they use, and the decisions around them all matter.

AI made it possible for me to implement more. The reason for the company came from the questions I had been asking long before that.

How I approach the work

Understand enough to make a useful recommendation.

I don’t expect to know the answer at the beginning. I want to ask questions, look at the evidence, and learn how the parts of the business affect each other.

The recommendation has to fit the business. Clearer documentation or a different handoff may be more useful than another piece of software. When technology is appropriate, it should follow that understanding.

Curiosity, persistence, and a willingness to keep learning have shaped how I work.