Business & Tech
'Digital Roots' Leaves Novi for Northville
Digital Roots is a Michigan tech start-up that specializes in social media management for large brands.
Northville Mayor Christopher Johnson welcomed Digital Roots to the city at its grand opening Friday afternoon.
Digital Roots, a Michigan tech start-up company, moved from Novi to its new downtown Northville space at the Historic Ford Valve Plant and Water Wheel Centre in May. The company also received recognition Friday from State Rep. Kurt Heise, R-Plymouth, and Sen. Patrick Colbeck, R-Canton, and the office of U.S. Rep. Kerry Bentivolio, R-Mich.
"I'm thrilled that you chose Northville," Heise said.
He said he's glad the company is here instead of Detroit. Jason Wolcott, Digital Roots founder and CEO, said the company did have a choice between Detroit and Northville, and availability at the Historic Ford Valve Plant opened up at the eleventh hour.
>>See video above of Wolcott explaining Digital Roots' interest in Northville.
"It's great to see a cutting edge technology firm right here," Colbeck said.
He said he never thought while growing up in the area that he would see a company like Digital Roots here. See photos of the space here.
“I am humbled, proud and excited to announce the expansion of our offerings and growth as an organization,” said Wolcott, who grew the organization into a multimillion-dollar, international enterprise in five years. “As more businesses leverage social media to improve their customer experience and brand consideration, the need for efficient, effective social CRM products and services is increasing. We’re happy to be servicing that demand from our new headquarters in Michigan.”
The company, which moved to Northville from Novi, specializes in social media management for large brands. The company opened in 2009 and now has some big, although anonymous, clients.
"We work with three large automotive companies based out of Michigan along with media entertainment, real estate and home building companies," said Jacki Halas, director of marketing.
The company has now grown into its new home on Main Street. Digital Roots is the first company that has been granted access to the penthouse suite of the building, which was Henry Ford's personal office, and is still deciding what to do with the space.
Digital Roots' new office is in Suite 104 at 235 East Main St. in downtown Northville.
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