Holistiplan
👤 Roger Pine & Kevin Lozer (Pine, a 10-yr advisor, taught himself to code; Lozer another advisor. They automated the tax review they'd done by hand.)🌐 site𝕏LinkedIn
Pine's consumer app made $0. He repointed it at advisors, and automating their clients' tax-return reviews was the win.
Will it work? · our read
Category owned. No trick here. A 10-year advisor built the exact tool his peers needed, then let users pull him toward a full suite. Trust and speed, not a moat.
01How the money moves
Advisor uploads a client's tax return (1040 PDF)
→
OCR + algorithm write a client-ready report in about 1 min
→
Firm pays $749-$15,499/yr, tiered by household count
02The numbers
39%
US tax-tool share
T3 survey
45→1 min
review time
founder
$6.5M
est. revenue
Latka est
Revenue is a third-party Latka estimate, not founder-disclosed. Share and user counts are from the 2026 T3 survey. 2026 T3 Software Survey
Latka-est. $6.5M revenue (2025). 50k+ users, 39% US tax-software share, bootstrapped then Lead Edge minority stake (2023).
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(demo: preview the full teardown)Sourcesupdated · daily
PR Newswire -- 20,000-advisor milestone, founders, OCR, T3 #1 (Jun 2023).Newswire -- 38.92% share in 2026 T3/Inside Information Software Survey, 50k+ users, 20M+ pages.RTS podcast -- Pine's origin: failed consumer app, pivot to advisors, 45 min to 1 min.Latka -- third-party revenue estimate ($6.5M, 2025). Not founder-disclosed.Holistiplan pricing -- household-tiered $749-$15,499/yr, annual only.
First-party: the 20,000-advisor milestone (Jun 2023 PR), the 38.92% category share and 50k+ users / 20M+ pages (2026 T3/Inside Information Software Survey), and the 45-min-to-1-min claim (Pine's own podcast). Lead Edge Capital took an undisclosed minority stake in Sept 2023; the company was bootstrapped before that. Revenue ($6.5M, 2025) is a third-party Latka ESTIMATE, NOT founder-disclosed -- marked EST/unverified. The 'one job first' pivot is documented; 'most-hated task' is our read. We never score you.