Rubicon Global, a startup helping customers find money-saving, environmentally-friendly ways to handle their waste and recycling, is announcing the hire of its first chief technology officer Phil Rodoni, previously vice president of software at Esurance.

Atlanta-based Rubicon doesn’t haul trash itself, but instead connects businesses with waste hauling and recycling companies through an online bidding process.

For his part, Rodoni said he was a little skeptical at first, in part becauseThe only industry I can think of that’s a little less sexy than insurance is garbage.” But as he talked to Rubicon, heImmediately got the visionfor rethinking the waste management process, and he saw a big opportunity for both helping businesses and the environment.

As CTO, Rodoni said his goals will include improving the customer interface, creating more optimization tools for waste haulers and improving Rubicon’s backend as well.

We’re in the best place to try and divert this so-called waste and transform waste into an asset,” he said.

Rodoni, who joined as CTO in April, will also be working with the company’s new executive advisor Oscar Salazar.

Besides the fact that Uber is worth billions, Morris argued that it’s alsoThe most analogous business model we could findfor what Rubicon is aiming for.