Digging In with Reid Braswell, VP of Software Engineering

Digging In is a regular series of blog posts profiling UDig employees. We hope this series helps you get to know our team and understand why we dig what we do! Today, we are sitting down with Reid Braswell, Vice President, Software Engineering.  

Tell us a little bit about your background and your role at UDig.

RB: I’ve spent my entire career in IT consulting, starting as a software engineer. Early on, I specialized in front-end development, focusing on polished user experiences, but over time, I expanded into full-stack development and solution architecture. That led me to work on larger integrations, reusable patterns, and modern web frameworks. 

At UDig, I’m responsible for our software engineering practice, which includes talent management, hiring, professional development, and ensuring successful client delivery. I work to identify people’s strengths and the areas they want to grow in, then coach them toward those goals. A big part of that is understanding what motivates each individual and setting them up for success in a way that aligns with their aspirations. 

Beyond team development, I focus on delivering successful outcomes for our clients – overseeing the entire lifecycle of our projects and ensuring we’re providing strategic, high-quality solutions that support the enterprise. 

Why UDig? What made us the right decision for you?

RB: The opportunity at UDig was exciting because I’m a people person. I’ve always worn a lot of different hats – thinking about technology, mentoring, new approaches to problem-solving, and process improvement. This role allows me to stay hands-on in consulting while also having more dedicated time to help people grow their careers in software engineering. 

When considering my next step, I did some soul-searching about what I truly wanted. I knew I wanted to be in a place where I could shape a practice, be involved in pre-sales, contribute to strategic planning, and help grow a company at an exciting inflection point. UDig provided that perfect balance. It is refreshing to step into a role where I can have a meaningful impact for both our clients and our people. 

What does “accelerate your success” mean to you?

RB: In consulting and leadership, I’ve always believed that success comes from setting others up to succeed. If I’m doing my job right, I’m not just delegating – I’m helping people grow, round out their skills, and find what they truly enjoy. That includes not just technical skills but also soft skills like executive presence and confidence. For me, accelerating success means being comfortable with the uncomfortable – trying something new, failing fast, learning quickly, and applying those lessons. 

What technology trends are you most excited about, and how do you see them shaping UDig’s future?

RB: The obvious one I’d be foolish not to mention is AI – it’s a double-edged sword but incredibly exciting. On an individual level, AI can help consultants level up their skills, making them more efficient developers. But beyond that, AI plays a huge role in modernization. When I look at business problems and workflows, I think about how we can flip the process and identify areas where automation or intelligent reasoning can be leveraged. Taking a system-first approach improves efficiency, consistency, and scalability.

I’m also passionate about modern web architecture, specifically micro front-ends. This approach allows larger enterprises to build cohesive web applications that multiple teams can support independently. It promotes separation of complexity while enabling great reusability – something that’s becoming increasingly important as businesses scale. 

What is your favorite procrastination tool?

RB: My wife and I love binge-watching TV shows – Brooklyn Nine-Nine and New Girl are favorites. I also tend to procrastinate by diving into technical reading, chasing down information about things that spark my interest. 

What did you want to be when you grew up?

RB: Believe it or not, an orthodontist! I’ve always loved making people laugh and smile, and I think there’s real joy in building relationships, even in small moments. A smile can make a huge difference in someone’s confidence and the joy they experience, and I liked the idea of being able to provide that for people. 

What’s the most played song in your library?

RB: Anything by Jack Johnson—no particular album, just all of his music! 

What trivia category would you be best at?

RB: College basketball! 

How would you spend your day if we told you to take the day off?

RB: I’d spend it with my family, enjoying some of Richmond’s best spots. Ice cream at Gelati Celesti would definitely be on the list, and we’d spend plenty of time outdoors.