NORTHVILLE — Digital Roots, a social media and CRM software company, is rapidly adding both clients and staff — and now, the company has moved its headquarters into the historic Ford plant in downtown Northville’s Waterwheel building.

“I am humbled, proud and excited to announce the expansion of our offerings and growth as an organization,” said Jason Wolcott, Digital Roots founder and CEO, who grew the organization into a multimillion-dollar, international enterprise in just 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 was formerly located in 5,000 square feet in Novi. It now occupies more than 7,000 square feet.

Digital Roots is changing the way companies use social media in their customer relationship management practices with proprietary software and a simple objective: To help brands establish roots in a digital world. Solutions available through Digital Roots enable brands to easily manage relationships, enhance their reputation, improve revenue and retain customers. The company currently services 25 brands, 80 percent of which are Fortune 500.

The company has grown from 18 employees to 32 over the past year. It is currently seeking to fill six positions.

Digital Roots is experiencing strategic and rapid client growth locally, nationally and now in Europe due to account expansion with an international automotive client.  As the tech community in the greater Detroit area continues to flourish, Digital Roots is dedicated to becoming a job hub for local talent and is proud of its Michigan roots. The company is passionate about sticking to its mantra, “our roots run deep”, whether it be by engaging in community events or by being an advocate for the region.

The location that the innovative team at Digital Roots will call home is located at 235 E. Main St., Suite 104, in Northville. The building was home to the Ford plant that created engine valves for many of its premier automobiles, including the Model T. Digital Roots is the first company that has been granted access to the penthouse area of the suite, which Henry Ford used as his personal office. With the 150th anniversary of Henry Ford’s birth taking place on July 30, there couldn’t be a more exciting time to join the building that has such a rich connection to both the state and nation’s history.

The company commemorated the move with a ribbon cutting Friday afternoon. The hashtag for the event is #rootsrundeep. For more information, please visit


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