Where it all began

I began my career at Deloitte Consulting, advising large US banks and insurance companies, and later opened the US office for Team 8, where I built and scaled early-stage FinTech and cyber companies. Throughout my career, I witnessed how the shift to digital both improved accessibility and made the financial landscape more confusing for millions of Americans. Reflecting on the future of financial services, I became obsessed with the idea of orchestrating a complete financial picture for customers that would help them make data-driven decisions to advance their well-being.

All roads lead to tax

That’s when I saw tax as an untapped opportunity to be the lynchpin for building towards this vision. Taxes affect everyone, yet the current system is often siloed, expensive, and confusing. The majority of software providers were building products for filing which is a historical audit process that focuses on compliance but misses opportunities to impact or change your tax liability. By building embedded year-round tax products, we believed that we could not only transform this system into a more transparent, accessible, and empowering experience for all Americans, we could use taxes to gain a holistic understanding of their financial situation and make more informed decisions year-round.

Introducing april

I partnered with Daniel Marcous to co-found april, a company dedicated to expanding access to year-round tax insights and optimization by embedding a suite of intelligent products into the financial applications they already use and trust. By leveraging AI, april creates a personalized, engaging, and informative tax experience, enabling users to gain a real-time view of their tax situation, make better decisions based on their income and expected life events, and understand the opportunities available to them to optimize before year-end.

Tax everywhere you make financial decisions

Collaboration with existing apps allows for data integration that enables a frictionless way to offer a personalized tax experience, and enhances security and fraud protection with existing KYC programs in place. By embedding tax services directly into platforms users already trust, such as banks, payroll companies, and investment platforms, personalized tax solutions like april help create a holistic approach to financial wellness, and unlock opportunities that may have otherwise remained hidden, such as accessing overlooked credits and deductions or making strategic financial decisions with confidence.

Conclusion

The mission of april is to transform the way Americans engage with the tax system, but through tax, we think we can enable a new category of financial wellness — financial greatness.

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