FOUNDER PERSPECTIVE
A New Chapter, Built on a Long View
Reflections on returning to Dezota and the purpose guiding what comes next.
By Brian Holman · Founder & CEO, Dezota LLC
When I completed my tenure as President of Younique in November 2025, I returned my focus to Dezota with a question that had followed me through different stages of my career: how can technology help people understand information well enough to make better decisions? That question connects work that might otherwise seem quite different—building consumer software, helping organizations navigate change, and working on complex financial systems. It now guides our next chapter in consumer financial technology.
Dezota has a history of helping businesses make sense of complexity. Consulting can mean tracing how information moves through an organization, understanding the decisions behind a process, or helping people prepare for a consequential transition. Through Dezota’s work with Close To My Heart and Stampin’ Up!, I also saw how business decisions reach beyond a transaction to affect people and the livelihoods they have built. That human context matters when deciding what useful technology should accomplish.
Between executive leadership roles, I returned to my technical roots through work on the Church’s global banking modernization project. Understanding a large, established system requires patience: rules that look peculiar at first may reflect real obligations or circumstances. Before proposing a clearer way forward, you have to understand what the existing information means and whom the system serves. That experience reinforced the value of asking careful questions before accepting an apparently simple answer.
Alongside these experiences, independent research and application development beginning in 2020 gave me room to explore ideas over time. That work produced a modern software foundation and informed my thinking about how people find, interpret, and use information. As architect of the WealthProof platform, I am bringing that foundation together with the business perspective developed across my career. The technology makes this direction possible; the purpose gives it meaning.
With WealthProof, we are applying that perspective to individuals’ financial lives. An account statement can contain a great deal of information without answering every question its owner has. Understanding a change may require looking at activity, dates, and the limits of the available records. We want to help people examine those connections and enter conversations about their finances with more understanding of the evidence in front of them.
The company culture I want to build around this work values curiosity, constructive challenge, and the willingness to revise an assumption. Those qualities matter in product decisions as much as they do in interpreting a financial record. WealthProof remains in development, and there is work ahead before we can put our broader vision into people’s hands. This next chapter gives Dezota a clear purpose: to make complex information more useful to the people whose decisions depend on it.