McKenna Ryan
How a veteran‑led, family-owned construction company turned coaching into growth and growth into mentorship.
When Ron Moore made the decision at 53 to leave a comfortable partnership and start fresh, he wasn’t chasing a new title but something outside his comfort zone. After more than three decades in construction, he knew exactly what he wanted to build–a meaningful company, guided by integrity, excellence, and service. He called his sister, Kelly Moore and together they launched Moore United Construction, a service-driven, veteran‑owned, family business rooted in relationships and purpose.
“Growth never happens in comfort zones,” Ron says. “I didn’t want to look back wondering ‘what if.’ I wanted to build something that reflected who I am as a leader, as a veteran, and as someone committed to legacy.”
In an industry where relationships are everything, the biggest question was whether the clients Ron had worked with for 25+ years would follow him, or whether he would have to rebuild entirely from scratch. In the end, many long‑standing partners did continue with them, and the team forged new ones along the way. A major reason for that loyalty was the trust Ron had invested in those relationships over decades.
“One of the things I’m most proud of is the relationships I’ve built throughout my career,” Ron says. “Construction is ultimately a people business, and trust is everything.” Before officially launching Moore United Construction, Ron made a point to personally meet with each long‑time partner and client. These weren’t sales pitches, they were candid conversations about his vision, his values, and the type of company he intended to build.
“I sat down with them individually and shared my plans,” he explains. “I wanted them to hear directly from me what I hoped to create, something rooted in integrity, service, and genuine partnership.”
Nearly every one of those partners chose to continue working with him. Not because of the new company name on the door, but because of Ron himself, his leadership, his work ethic, and the way he consistently cared for clients and projects.
“That uncertainty was real,” he adds. “But I trusted that integrity and decades of service would speak louder than fear.”
From Strong Operators to Strategic Builders
Operationally, Moore United was always steady. The team delivered for clients and kept projects moving. But as the business matured, Ron and Kelly recognized a gap: they were building projects, not a brand.
That lead them to two pivotal steps: Ron joining JPMorgan Chase’s CEO Circle, and Kelly joining the Chase for Business Coaching for Impact program.
“Before we enrolled in the Coaching for Impact program, we were great at execution,” Kelly says. “But we weren’t putting the same intention into branding, storytelling or long‑term legacy planning. We also weren’t leveraging our diversity certifications or our network as fully as we could.”
“We realized we’d hit a ceiling,” Ron says. “We were successful, but plateauing. We didn’t need to work harder, we needed to work smarter.”
Coaching Followed by Momentum
The lessons from the Coaching for Impact program were practical and immediate.
“The program helped us modernize,” Kelly explains. “We refined our branding, embraced social media and launched a structured company newsletter to highlight project successes. We also learned to show the human side including our community outreach, veteran support, the things we care about beyond construction. That helped people connect with us on a deeper level.”
A major part of that growth came from their direct work with Priscilla De Santos, Senior Business Consultant for Chase Coaching for Impact. She served as their coach throughout the program, and Kelly describes her as nothing short of exceptional.
“Priscilla has been instrumental,” Kelly says. “Her guidance didn’t end when the sessions ended, she continues to support us, answer questions and help us think strategically whenever opportunities arise. She truly cares about her clients’ growth.” Her ongoing mentorship provided clarity, confidence and consistency as Moore United refined its brand and expanded its visibility.
The wider Chase ecosystem also helped extend their circle. Intros from advisors led to partnerships with like‑minded firms, including minority‑owned businesses and opened doors for new collaborations. “Networking wasn’t just handshakes, it became a strategy,” Kelly says.
Leadership evolved, too. Ron grew more intentional about communication and demonstrated trust across the company. “Stepping back from micromanaging gave our team room to lead,” he says. “It’s amazing what happens when you give people ownership.”
The outcomes followed: higher visibility with long‑time clients and new ones, stronger credibility, and measurable revenue gains, by the team’s estimate, roughly $2–$3 million in growth since joining the Coaching for Impact program.
“Beyond the numbers, we’re positioned for long‑term expansion,” Kelly adds. “We’re executing with vision.”
Paying It Forward: Mentorship, Veterans, and Community
As Moore United grew, Ron and Kelly found themselves on the other side of the table, mentors to fellow small business owners, including many they met through Chase’s programs.
“Life is short. All you truly leave behind is your name and your legacy,” Ron says. “We learned a lot the hard way. Now we want to help others grow faster and smarter.”
Their passion for supporting veterans runs especially deep. “When I left military service, there was very little direction,” Ron shares. “I had to fight hard to reach my goals. I won’t let that happen to veterans on my watch.” Today, the company mentors’ veterans, connect them with veteran‑owned businesses, advocates for transition pathways and supports scholarships.
As Ron puts it, “I want to teach every veteran how to fish, not just give them a fish.”
Kelly sees that ethos becoming part of the company’s DNA. “It’s a full‑circle moment, being coached and then becoming coaches,” she says. “Growth doesn’t stop. Leadership doesn’t stop. We’re all students and teachers at different seasons of life.”
What Changed and What’s Next
Asked to describe the difference between Moore United before and after Coaching for Impact, Ron doesn’t hesitate: “Before, we were executing well. Today, we’re executing with vision. The program wasn’t just a learning experience, it was motivation. Motivation to excel not only in business, but in life.”
That vision includes strategic expansion across the Southeast, with projects in Alabama, Mississippi and Florida spanning federal, commercial, and community‑based work. Just as importantly, it includes continued investment in people, employees, partners, fellow entrepreneurs, and veterans.
“We’ll keep supporting those who need mentorship, direction, or opportunity,” Kelly says. “Through our national network, we can help small businesses and veterans across the country.”
If there’s one message Ron hopes people take away, it’s about character. “Our clients and our community are the real heroes,” he says. “All you truly own is your name and your legacy. Never give up. Be honest. Be hardworking. Be loyal. Ask questions when you’re uncertain. And no matter how successful you become, remember, you don’t know everything. Keep finding new mentors to guide your next goal.”
In other words: build more than structures. Build legacy.
The statements expressed herein are for informational purposes and do not reflect the views of JPMorgan Chase Bank, NA or any of its affiliates. These opinions, findings or experiences may not be representative of what all customers may achieve. JPMorgan Chase Bank, NA and its affiliates, are not liable for decisions made in reliance on information discussed.