About Joans
Senior-led technology and operations delivery for wealth firms.
Joans is the specialist financial-services practice of Joan. Both are operated by RebelHQ Incorporated. Joans brings executive leadership, architecture, engineering and delivery together as a multi-person organizational team.
CEO / FOUNDER
Latif Horst, CEO and founder
He has spent 20+ years in enterprise technology, security and company building, including 13 years at Cisco Systems, enterprise messaging security at Proofpoint, and co-founding and leading Symphonic Inc. from $0 to $20M run rate. He is a four-time founder whose experience spans product, architecture, commercial strategy and delivery.
- Experience
- 20+ years
- Cisco Systems
- 13 years
- Symphonic
- $0–$20M run rate
- Companies founded
- Four
Delivery model
Senior accountability with engineering depth.
Joans’ executive leadership and engagement team remain accountable across analysis, recommendations, architecture and delivery. Joans’ engineering delivery team supports implementation, integration, front-end delivery, testing, deployment and handover alongside client owners and the providers responsible for specialist systems and services.
Joans delivery team
Senior analysis, architecture and recommendations with engineering delivery in the agreed scope
Firm leadership
Institutional priorities, authority, trade-offs and acceptance
Specialist providers
Contracted platforms, infrastructure, security and professional services
Principles behind the work
The practice is designed for decisions that carry operating, security and implementation consequences.
- 01
Architecture begins with the firm’s business model, obligations and operating environment.
- 02
Security, identity, data governance and recoverability are design requirements from the outset.
- 03
A recommendation should account for implementation, provider responsibility and the people who will operate the result.
- 04
Automation and AI belong where the firm can control the data, explain the operation and retain accountable human judgment.
Professional boundary
Joans works on technology, operations, and implementation. Investment, legal, tax, compliance, and other professional judgments remain with the client and its appointed professionals.