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Reuben got his start in computers while at Purdue University in 1996. His first project was a very simple spreadsheet for his father's business. In late 1998 Reuben and his father decided to start selling the products that his father was using in-house in his consulting business, so he started writing Access applications part time. He created his first application in two months by himself while teaching himself Access (without any programming classes).

Reuben's wife, Robin, gave Reuben permission to quit his full time job in May of 1999, a week before their first baby was born, to concentrate on software.

In December 2001 he formed GFC, LLC as a new software development and consulting business specializing in government work.