Reuben have dedicated all his life to helping humanity. As a teenager, by age 15, Ruben could go out of his way to do menial jobs in order to help other children who are helpless, some of them his age mates or even older than him. He later grew up to take on a monthly salary job and set aside a portion of his salary monthly for supporting the helpless children, orphans, widows and youths through cash token, feeding allowances, education, apprentices and medical bills.

He founded rising stars welfare initiatives with two of his friends Nuhu Luka and Peter Trust to advance his humanitarian course but not too long, one of the friends and himself lost their job leading to the crash of that project. His never give up spirits kept him in the course of humanitarian services and searching for genuine partners until he met Femi and Joy Etinosa which led to the birth of Direct Impact Empowerment foundation. He himself coming from a very poor background, he understands the gravity of the problem, and how to solved it.