ABOUT DEZOTA
The whole picture has always mattered.
From helping organizations understand their data to building tools for individuals, our work starts with a desire to make complexity useful.
From A to Zed
Dezota is “A to Zed” written in reverse. For our American readers who aren’t Anglophiles, “zed” is how the letter “Z” is pronounced in the UK and many other English-speaking countries. The name reflects a belief that understanding comes from considering the whole picture: the details, the connections, and the people affected by a decision.
Founded by Brian Holman, Dezota has undertaken consulting and product-development work over the years, bringing technical depth to business challenges and practical business context to technology decisions.
Experience shaped by real work
Dezota’s consulting has included data transformation, analysis, decision dashboards and business advisory. Its work with Close To My Heart and Younique forms part of that history.
Dezota also provided consulting to both Close To My Heart and Stampin’ Up!, working alongside M&A attorneys to help bring the CTMH transaction together. Brian spent a year helping prepare CTMH for the transition, with particular attention to continuity for its independent sales force and the income streams they had built over many years.
That consulting history sits alongside Brian’s broader executive career in consumer businesses, software platforms and financial systems modernization. That breadth of experience informs Dezota’s direction today.
Years of research behind the next step
Beginning in 2020, Brian pursued independent research and development through his own applications, refining a reusable foundation for modern web products. That work evolved into a robust, modern software development stack that now underpins WealthProof.
That research also explored artificial intelligence, including how large language models could transform content, support searches based on meaning, and ground responses in relevant source material.
Brian’s work on the Church’s global banking modernization project deepened his understanding of how financial information supports decisions across a large, complex organization. Helping people understand existing processes and shape a clearer way forward reinforced a principle that now informs Dezota’s next chapter: useful technology makes complex information easier to understand.
With WealthProof, Dezota is bringing that perspective to personal finance—helping individuals see a clearer picture of their financial lives and make more informed decisions.
Our next chapter
We are now developing WealthProof, a next-generation platform for consumer financial empowerment, bringing our experience with complex systems and useful information into personal finance.
The focus is personal: helping individuals better understand their investments and the evidence behind their financial picture. We believe thoughtful software can make difficult questions more approachable without hiding the uncertainty that deserves attention.
A thought to consider
It is a capital mistake to theorise before one has data. Insensibly one begins to twist facts to suit theories, instead of theories to suit facts.