About us

A culture of innovation focused on meeting the needs of advisors and their clients.

Built for Advisors

The RIA landscape is changing. As money management becomes commoditized, advisors are adapting by offering services that address other aspects of their clients' financial lives. At iconik, we're committed to helping our advisors forge enduring client relationships built on values, personalization, and trust. We work tirelessly to deliver a best-in-class experience backed by white-glove support.

Meet our key people

Alex D. Thaler


Alex is a startup founder, software engineer, and former corporate attorney. Prior to founding iconik, Alex served as Head of Security, Privacy, and Compliance at AnyRoad, an Andreessen Horowitz-backed startup redefining data-driven insights in the experience economy. Alex received a BA from UC Berkeley and a JD from University of Pennsylvania Law School, and has been named as one of Inicio Ventures’ rising Latinx founders to watch.

J. Alan Reid, CIMA


Alan brings over three decades of core financial services experience to the team, including as CEO of Forward, manager of the Forward Funds and the Sierra Club Funds. At Forward he also incubated emerging manager expert Legato Capital, whose board he also served on. Reid also sat on the board of FolioFN, the Investment Company Institute (ICI) among others. Earlier he had multiple roles at Morgan Stanley, including SVP of Morgan Stanley Online and prior a regional director of their Investment Consulting Service (ICS).

Samson Sprouse


Samson heads up Technology at iconik, where he leads development of key voting and trading platforms. He was formerly Head of Platform at AnyRoad and prior to that, Principal Engineer at Greatschools. Samson brings over 17 years of experience building software and managing technical teams. He is passionate about using technology to build innovative financial services solutions.

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