About Hoyack
Our Mission, Story & Engineering Values
Discover the origin of Hoyack, how Brandon Cross turned a one-man consultancy into a premier software firm, and why engineering excellence is in our DNA
Where Passion Meets Precision.
Hoyack was founded by Brandon Cross, a seasoned technologist who began his career running IT projects for Harvard and Shriners Hospitals.
He launched his first company, Node, to modernize infrastructure for clients who needed high-performance, low-risk solutions.
After selling Node, Brandon shifted to independent consulting and quickly rose to become one of Upwork’s top-rated software engineers.
Demand for his work snowballed, and Hoyack was born an elite, engineering-first consultancy designed to help businesses modernize fast, integrate smarter, and deploy scalable solutions with confidence.
Hoyack is more than a SaaS provider, we’re your trusted partner in success.
At the heart of Hoyack is a team that brings together a wide spectrum of expertise, experience, and passion for building exceptional software. From seasoned engineers and UX specialists to strategic thinkers and product innovators, our team is united by a shared commitment to solving complex problems with elegant, scalable solutions.
We draw on backgrounds in enterprise software, agile startups, design thinking, cybersecurity, cloud infrastructure, and more, giving us a uniquely well-rounded perspective on what it takes to create reliable, intuitive, and high-performing apps. This diversity of knowledge doesn’t just help us build better products it fuels creative problem solving, continuous learning, and a culture of excellence.
Whether we’re architecting bespoke platforms, optimizing user flows, or launching new features, every member of our team brings depth, drive, and a sharp eye for detail. Together, we’re not just building software we’re shaping the future of what SaaS can be.
Brandon Cross
CEO & Founder
A serial entrepreneur as well as our founder and CEO, Brandon is a technologist who has been woven into the fabric of San Antonio’s tech space for over 20 years.
Maribel Gonzalez
COO & CFO
Maribel is an experienced executive who has worked in various industries including Financial Services and Healthcare. Her focus over the last ten years has been helping startups to scale.
Matt Spenn
VP of Technology
Matt Spenn is a seasoned SaaS and technology leader currently serving as VP of Technology at Hoyack, where he drives innovation through software and AI solutions. With experience at companies like Apple and Rackspace, he brings deep expertise in customer success, solution engineering, and scaling startups with a strong customer focus.
Charles Rosas
Chief Information Security Officer
Charles is the founder of Digital Wall Consultancy, where he helps small-to-medium-sized businesses strengthen their cybersecurity posture. He wields his 13 years of IT experience specializing in compliance frameworks such as SOC2, HIPAA, PCI DSS, NIST, and CMMC.
Jay Arrendondo
Software Engineer
Jay brings 4+ years of Fullstack Software Dev experience to his role here at Hoyack, and his background as a Bootcamp instructor allows him to easily communicate complex topics with non-technical customers and staff.
Valeria Villanueva
Technical Project Coordinator
Valeria is a Technical Product Coordinator who has worked in the tech industry since 2021. With combined technical expertise and organizational skills, she ensures that projects get delivered promptly and efficiently.
Allan Einhorn
Support Engineer
Allan brings Fullstack Web Dev chops and teaching experience from Columbia University and beyond, with a knack for breaking down complex tech into bite-size lessons. Before coding, he filled prescriptions by day and cooked by night – so whether it’s debugging or dinner, he’s got you covered.
What We Believe In
From Fortune 500s to fast-moving mid-markets, we’re the team companies call when the
stakes are high and the room is full of blockers.
Engineering Excellence
We ship clean code and rock-solid systems.
Pragmatic Innovation
We adopt new tech when it solves real problems.
Radical Ownership
We treat your mission as our own.
Clarity in Collaboration
We believe transparency drives great outcomes.
Customer Testimonials
Our reputation speaks for itself. See what our clients say about us.
Join our team and help us innovate for the future.
We can’t wait to hear from you. Apply today and be part of a company where your ideas matter.
