FOUNDER PROFILE
Brian Holman
Founder, Chief Executive Officer, & Acting Chief Technology Officer
A business leader who builds. A technologist who keeps people in view.
Building Dezota’s next chapter
Brian Holman is a business leader and technologist who enjoys turning complex problems into useful products. He founded Dezota and now leads its next chapter in consumer financial technology, bringing together decades of experience in software development, financial systems, and executive leadership.
After completing his tenure as President of Younique in November 2025, Brian returned his focus to Dezota and the development of WealthProof. His work centers on helping people better understand their financial lives and make more informed decisions. As the architect of the WealthProof platform, he leads product strategy and research as the company prepares for launch.
He has led venture-backed startups and global businesses, and held responsibilities across product development, technology, finance, operations and organizational leadership. Alongside that work, he has maintained a hands-on role in building software and mentoring the people who create it.
Modernizing global financial systems
Between C-level executive leadership roles, Brian returned to his deep technical roots to help modernize a global banking system. From January 2019 through February 2021, he served as Principal Agile Business Analyst on the initiative for the Finance and Records Division of The Church of Jesus Christ of Latter-day Saints.
The system integrates with local banks, complies with banking and tax regulations, and supports tens of thousands of local organizational units across more than 200 countries, serving millions of end users. It processes billions of dollars annually in donations and related local-unit expenditures.
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.
Developing a foundation of his own
Alongside his professional work, Brian began a continuing course of independent application research and development in 2020. Over several years, that work evolved into a robust, modern software development stack that provided the core architectural basis for WealthProof.
Needs Brian identified during his work at Aeon AI also inspired an independent project at Dezota. He designed and developed an extensive set of open-source GIS extensions for Dremio—the Data Lake Platform—enabling analysts to explore geographic relationships directly within their data queries. Built on established open-source geospatial libraries, the project reflects his approach to turning practical business needs into reusable software capabilities.
That research also included early exploration of artificial intelligence (AI), particularly large language models—using them to transform content, search by meaning rather than keywords, and ground responses in relevant source material through retrieval-augmented generation (RAG).
This progression connects his experience modernizing complex systems with sustained, hands-on work on his own products. WealthProof applies that evolving foundation to the distinct questions and requirements of consumer financial analysis.
Guiding businesses through change
Through Dezota, Brian provided consulting to both Close To My Heart and Stampin’ Up!, working alongside M&A attorneys to help bring the CTMH transaction together. He spent a year helping prepare CTMH for the transition, emphasizing continuity for its independent sales force and the income streams those individuals had built over many years.
Separately, Brian served at Younique from May 2022 to November 2025, first as Chief Technology Officer and subsequently as President. His work included modernization of e-commerce and sales-force tools, leadership-team restructuring, product-development changes and the application of agile practices across the organization.
During Brian’s tenure, Younique was a global direct-sales company operating in 22 countries, offering cosmetics, skin care, and wellness products. It generated hundreds of millions of dollars in annual revenue and supported tens of thousands of independent sellers.
At Aeon AI, where he served as Chief Product Officer from February 2021 to May 2022, he helped develop a geospatial data-science platform for property development and public-sector planning. His contributions combined product direction, mentoring and direct implementation of geospatial software capabilities.
Earlier, Brian held technology and operating leadership roles at Close To My Heart from 2007 to 2018. He was the lead architect of the patented Studio J consumer photo-collage platform, helped modernize operations and led the company’s expansion into Australia and New Zealand.
A career of building
Brian founded PointeCast and served as its President and Chief Executive Officer. He architected its learning-management platform, raised venture funding and acquired technology from Cisco Systems for its e-learning authoring tool. PointeCast was acquired in 2007.
His earlier leadership work included Geolux and WebMiles, where he developed technology for online learning and consumer loyalty programs.
Brian holds a Bachelor of Science in Computer Science from Brigham Young University and an MBA from the Marriott School of Management at Brigham Young University. He is a co-inventor on three issued U.S. patents associated with Studio J and co-authored Instant JavaScript with William Lund, published by Prentice Hall. He was recognized by Utah Business among its Top 40 Business Leaders Under 40.
Today, he brings that combination of technical depth, executive experience and attention to people to Dezota’s next chapter.
Beyond the work
Brian and his wife, Julie, have five children and five grandchildren, with a sixth grandchild on the way. After years devoted to raising their family, Julie brought her elementary education background into the classroom and began teaching kindergarten about a decade ago.
An avid cyclist, Brian enjoys riding the Provo River Trail. Over the past two years, he has lost 75 pounds—a personal milestone alongside the work of building Dezota’s next chapter.
His interest in technology began far from a software office. Growing up in Delta, Utah, Brian helped with his family’s farming and ranching business. At eleven, he used proceeds from selling a cow at a 4-H livestock show to buy his first computer. By fourteen, he was writing business and accounting software for local businesses.
