Article 7 — Who runs Alice? Meet the team behind Pretax Hero, Inc.
Destination: MKT-EE Theme: Trust and company background Footnote stack: Trademarks; Tax & legal advice Target keywords (SEO): who runs Alice Financial, Pretax Hero Inc team, Alice Financial founders, who owns Alice commuter benefits, Alice Financial company Internal links to add: /is-my-data-secure-with-alice, /privacy-compliance-soc2, /press-coverage
Draft body
Who runs Alice? Meet the team behind Pretax Hero, Inc.
Alice is operated by Pretax Hero, Inc., a U.S. company building pretax commuter benefits for frontline workers. The team's focus is making a benefit that was historically designed for salaried office workers actually work for hourly and shift workers.
Why we exist
Pretax commuter benefits have been federal law since 1993 (IRC §132(f)). For most of that time, the benefit was administered by traditional office-worker pretax benefit companies where you pay up front and manually manage enrollment and payroll on your own. That model never reached the workers who needed it most: bus drivers, hospital aides, line cooks, retail associates, warehouse staff. Alice exists to close that gap.
Leadership
> [To be filled by Alice content team: short bios for the CEO, co-founders, head of operations, head of engineering, head of compliance. Format suggested: name, role, one sentence on background, one sentence on why they work on this problem.]
How we make money
Alice charges employers a fee that is capped at the payroll tax savings the employer earns from running commuter spend pretax. We do not charge employees. We do not sell employee data. We do not earn interchange spreads off the Alice Card in a way that disadvantages the cardholder.
Where we are
> [To be filled by Alice content team: HQ location, remote-first or hybrid, any regional offices.]
Investors and backers
> [To be filled by Alice content team: confirm what is okay to disclose publicly.]
How to reach us
For employers: sales@thisisalice.com or (929) 552-4625. For employees: support@thisisalice.com or (888) 431-4355.
--- Trademarks, brands, and product names referenced in this article are the property of their respective owners. References are for descriptive purposes only and do not imply endorsement. For definitive information about a third party's products or services, contact that party directly.
Alice does not provide tax, legal, or financial advice. Consult your own tax preparer, lawyer, or financial advisor for guidance specific to your situation.
How to reach us
For compliance and privacy questions: privacy@thisisalice.com. For general support: support@thisisalice.com or (888) 431-4355.
--- Pretax Hero Visa Commercial Card is powered by Stripe and Alice Card is issued by Celtic Bank. Program funds held at Fifth Third Bank, N.A. (Member FDIC). Use of card and program is subject to the cardholder terms and related agreements presented at issuance.
Trademarks, brands, and product names referenced in this article are the property of their respective owners. References are for descriptive purposes only and do not imply endorsement. For definitive information about a third party's products or services, contact that party directly.
Alice does not provide tax, legal, or financial advice. Consult your own tax preparer, lawyer, or financial advisor for guidance specific to your situation.