About Joans
Senior-led technology and operations delivery for wealth firms.
Joans is the trade name for RebelHQ’s work with RIAs and family offices. Latif leads strategy and architecture, while an engineering delivery team supports implementation, testing and handover.
FOUNDER / PRINCIPAL
Latif Horst, founder of RebelHQ
Latif has spent 20+ years in enterprise technology, security and company building. He spent 13 years at Cisco Systems, worked in enterprise messaging security at Proofpoint, and co-founded and led 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.
Latif remains accountable for the analysis, recommendations and architecture throughout the engagement. Joans’ engineering delivery team supports implementation, integration, front-end delivery, testing, deployment and handover. The team works with client owners and the providers already 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.