Advice for Founders. Driven by excellence.

Private Wealth Management

Helping you realize your vision

It takes a special understanding to help meet the needs of our select roster of clients. We work with successful entrepreneurs, founders and business executives—all of whom demand a sophisticated and nimble approach to managing their wealth. An approach that recognizes the demands of a particularly fast-paced business environment. For founders, we help you harness and refine your vision for your wealth, now and looking ahead. If you are a business owner or executive, we can help you strategically and tactically navigate complex challenges and take advantage of unforeseen opportunities. Above all, we understand that the wealth creation process is a dynamic one—one that requires a trusted and informed advisor.

Let us help simplify your life, so that you can focus on what’s most important to you—whether it’s bringing a vision to life, managing a thriving business or embarking on an exciting new opportunity. At every stage, and through every challenge, we will work closely with you to identify a plan for your wealth and to chart a course for what’s ahead, no matter how complex or unexpected. Our experience and proven track record in working with successful wealth creators allows us to offer smart, strategic advice, drawing on UBS’s impressive global resources and working with you to craft a road map for your wealth that is intentionally designed to evolve with you, your business and your family.

One relationship. All of Private Wealth Management.

Guiding founders from startup to sale

No two businesses are the same and no two founders are, either. For years we’ve worked alongside successful entrepreneurs and founders as they’ve taken their companies full circle.

From startup to rapid growth to liquidity, we understand your challenges and have the experience, resources and connections to help you plan proactively and make smarter decisions about how best to monetize your company.

Exiting on your terms

The decision to exit your business is rarely simple and can often take up to five years or longer. In our decades of experience helping business owners and entrepreneurs exit their companies, we’ve come to believe it’s never too early to start.

Once you’ve made your decision to sell, we can work with you to build a strategic plan to guide you each step of the selling process. Our experience and knowledge can help you think through important estate planning considerations that can impact your long-term goals and family post-sale, including:

Structure and timing
Valuation opportunities
Risk management
Liquidity strategies
Your estate, potential succession and tax considerations

Advising corporate executives

As a successful executive, you understand the importance of careful and robust planning and the right personal wealth management advice.

Whether you are in your wealth building years or contemplating an exit from corporate life, looking for guidance on managing concentrated positions or stock options, we are well versed in the issues and opportunities that may shape your decisions. By helping you construct a disciplined plan that moves you toward your personal and business goals, we can help you enhance and preserve your success, today and for many years to come.

Family Advisory and Philanthropy Services

Providing advice and solutions on topics critical for families to flourish for generations, the Family Advisory and Philanthropy Services (FAPS) serves as a thought-partner to families of exceptional financial success.

Topics include intentional communication and decision-making, generational transitions, family wealth education, family governance, and creating meaningful philanthropic legacies to maximize impact locally, nationally and globally.

The independent UBS Optimus Foundation funds high-impact programs in health, education, child protection and the environment.

Your corporate retirement plan

Investment Bank

Workplace Wealth Solutions

Creating a truly rewarding workplace

Your company’s success depends on attracting and retaining key talent. Everyone can flourish in a workplace where employees feel rewarded and want to stay. Together, we can help you create a truly rewarding workplace across a range of solutions.

Let's talk

Pursuing your goals together

Our mission is to provide quality strategies customized to your needs. Our goal is to be your primary source of financial advice. To this end, we concentrate our efforts on developing long-term relationships through a commitment to quality client service.

Brandon Sobel

Managing Director–Wealth Management

Private Wealth Advisor
View bio Industry recognition
- AZ
- CA
- CO
- CT
- DC
- DE
- FL
- GA
- IL
- MA
- MD
- MI
- MN
- NC
- NJ
- NM
- NV
- NY
- PA
- SC
- TX
- UT
- VA
Clients come first

As the leader and founder of Inception Wealth Partners, Brandon acts as the team’s CEO, overseeing client relationships, investment management and business development. He's passionate about working closely with his select roster of successful clients, most of whom are founders, entrepreneurs and corporate executives. In advising his clients, he's focused on helping each one of them achieve what is meaningful and impactful to them, whether they are launching a fresh idea, selling or expanding a successful business, or mapping out an important next step in their personal wealth journey.

With 20+ years of experience in financial services, and a deep knowledge of portfolio management and advanced planning strategies, he has spent his entire career working closely with highly successful individuals and families. Because he understands the distinct challenges and opportunities faced by wealth creators, he is well placed to offer innovative and targeted advice that becomes part of a comprehensive financial plan. His dedication to his clients is exemplified by his ‘clients first’ approach and the strong sense of integrity and honesty that color every relationship.

Education
- B.A., University of Maryland
Life
- Brandon is active with numerous charities in the New York region.
- In his free time, he loves to travel the world. He enjoys collecting red wine from California’s Napa Valley as well as the Bordeaux region of France.
- He enjoys boating and golf.
- Brandon is the proud father of three young daughters, who keep him very, very busy.
- Forbes Best-in-State Wealth Advisors, 2023, 2024The Forbes rating is compiled by Shook Research and awarded annually in April based on information from a 12 month period ending June of the prior year.
- University of Maryland
- Private Wealth Advisor
- Senior Portfolio Manager
299 Park Avenue
8th Floor
New York, NY 10171
Wilson Lee, CIMA

Director

Senior Wealth Strategy Associate
View bio
- AZ
- CA
- CO
- CT
- DC
- DC
- DE
- FL
- IL
- MA
- MD
- MN
- NC
- NJ
- NV
- NY
- PA
- SC
- TX
- UT
- VA
Wilson, as Senior advisor of Inception Partners, leads client investment strategy, research and execution efforts for the team. As the team’s lead analyst, he chairs the investment committee, and leads research discussions on equity portfolio holdings and positioning

Wilson brings his skills as an analyst—as well as his past experience as a CFO and a 401(k) administrator—to his client conversations, working with each one to understand their risk tolerance, time horizon and liquidity objectives. From there, the team crafts a custom asset allocation and investment portfolio that is aligned with the client’s needs and goals. On an ongoing basis, Wilson ensures that each relationship receives transparent and timely communication on market activity and analysis of their investment portfolios. This hands-on approach allows him to do what he enjoys most: speak with clients about their financial needs.

Education and designations
- B.A., economics, Yale University
- Certified Investment Management Analyst® (CIMA®)
Life
- Wilson, as a former member of the Yale Glee Club who once had the honor of performing at Carnegie Hall, loves to sing. He enjoys entertaining family and friends, whether crooning Sinatra tunes at a friend’s wedding or performing a Broadway musical number at a party.
- He also enjoys watching sports and avidly follows his favorite New York teams including the Mets, Giants and Knicks.
- Yale University
- Certified Investment Management Analyst®
299 Park Avenue
8th Floor
New York, NY 10171
Sonia Trivedi, CFA®

Senior Wealth Strategy Associate

Chartered Financial Analyst®
View bio
- AZ
- CA
- CO
- CT
- DC
- DE
- FL
- IL
- MA
- MD
- MI
- MN
- MO
- NC
- NJ
- NM
- NV
- NY
- PA
- PR
- SC
- TX
- UT
- VA
- WY
As a Senior Wealth Strategy Associate for Inception Wealth Partner’s select roster of clients—founders, entrepreneurs and corporate executives—Sonia takes a holistic view of each client’s finances and utilizes her experience in fundamental analysis to make targeted recommendations aligned with what the client wants to achieve with their wealth. She takes pride in being able to make complex financial strategies more understandable, while trying to help identify targeted opportunities for client portfolios—including income generation, tactical asset allocation or hedging portfolios against market risk.

Sonia also puts her experience in financial planning strategies to good use, working actively with Inception Wealth Partner’s clients, most of whom are in the wealth accumulation phase, to formulate planning strategies that are aimed at risk management but also strive to move them towards their financial goals. Her focus is planning around a client’s business ownership interests, whether private or public. As the team’s name implies, the intent is to get involved with a client as early as possible, at ‘inception’, so that optimal planning can be done on a timely basis, and no opportunities are missed.

Education and designations
- Chartered Financial Analyst^® (CFA^®)
- Graduate of Rutgers University
Life
- Sonia actively supports a number of charitable causes, including Habitat for Humanity, the American Humane Society of New York and Badass Brooklyn Animal Rescue.
- She enjoys traveling, cooking, and long hikes with her dog Max.
- Rutgers University
- Chartered Financial Analyst®
1285 Avenue Of The Americas
New York, NY 10019
Ivy Zhang, CFA®

Senior Wealth Strategy Associate

Chartered Financial Analyst®
View bio
- AL
- AZ
- CA
- CO
- CT
- DC
- DE
- FL
- GA
- IL
- IN
- MA
- MD
- MI
- MO
- NC
- NE
- NJ
- NM
- NV
- NY
- OH
- OK
- PA
- PR
- RI
- SC
- TX
- UT
- VA
- WA
A willingness to listen is our greatest strength

Inspired by her father’s example as a successful businessman, Ivy developed an early interest in business and finance. An inquisitive and patient “people person,” Ivy is particularly adept at forging strong relationships, using her full range of communication and analytical skills to understand her clients as people first.

Building on trust to strengthen long-term relationships
Ivy works collaboratively with her team colleagues to develop and implement customized and comprehensive investment and wealth planning strategies. When addressing a client’s individual concerns and challenges, Ivy draws on the deep expertise and breadth of knowledge across the firm, taking advantage of UBS’s global presence to explore the full range of possible solutions. Patient and purposeful in her analysis, Ivy uses her knowledge, analytical techniques and experience as a member of the team’s investment committee to select the most appropriate investment vehicle, asset allocation and overall wealth planning strategy that can help each client achieve their financial goals and secure a legacy well into the future.

Education and credentials
- B.S., finance, Penn State University
- M.S., applied statistics, Columbia University
- Chartered Financial Analyst® (CFA®)
Life
- Ivy is committed to community service and has supported organizations such as the American Cancer Society and Women in Need.
- Her interest in architecture and design inspired her to attend the Design Discovery program at Harvard Graduate School of Design.
- Ivy enjoys spending time in galleries and museums and is a member of the Apollo Circle of the Metropolitan Museum of Art.
- Penn State University, B.S., finance
- Columbia University, M.S., applied statistics
- Chartered Financial Analyst®
1285 Avenue Of The Americas
New York, NY 10019
Hamish Grason, AWMA CRPS

Financial Advisor

Accredited Wealth Management Advisor℠
View bio
- AZ
- CA
- CO
- CT
- DC
- DE
- FL
- IL
- MA
- MD
- MN
- NJ
- NM
- NV
- NY
- PA
- SC
- TX
- UT
- VT
Integrity and excellence
As part of Inception Wealth Partners, Hamish advises a select group of ambitious and dynamic clients—primarily founders, entrepreneurs and corporate executives. Drawing on his experience in areas like executive compensation and tax-efficient strategies, he helps craft a highly customized plan for their wealth. He focuses on delivering proactive, smart guidance to clients at the critical moments in their lives—whether they are building a new business, looking to exit a successful venture or planning for a major life change.

In working with each client, Hamish draws on his military background to strengthen his approach, which is grounded in providing excellent service and ensuring integrity in everything he does.

Education and designations
- B.A., Andrews University, Michigan
- Accredited Wealth Management Advisor^SM (AWMA^®)
- Chartered Retirement Plan Specialist^SM (CRPS^®)
Life
- As a pilot, Hamish enjoys flying and traveling around the world.
- He has a passion for giving back by volunteering, with a focus on mentoring children and helping at senior centers.
- Andrews Univeristy
- Accredited Wealth Management Advisor℠
- Chartered Retirement Plans Specialist℠
299 Park Avenue
8th Floor
New York, NY 10171
Jonathan McAlister

Client Associate
View bio
- AZ
- CA
- CO
- DC
- DE
- FL
- GA
- IL
- MA
- MD
- MI
- MN
- NC
- NJ
- NM
- NV
- NY
- PA
- SC
- TX
- UT
- VA
As a Client Service Associate for Inception Partners, Jonathan spends a lot of time communicating with clients and addressing any operational issues to ensure everything runs smoothly. In his role, he particularly relishes building trusted relationships with individual clients as well as families—all with the goal of “doing the right thing for the client.”

A recent addition to the Inception team, Jonathan's background in Finance is put to good use in his daily quest to provide superior customer service—service that is imbued with integrity and ethics. Jonathan truly enjoys working with and helping families, knowing that he and the entire team are making a positive impact on their lives.

Education and designations
- B.S., Finance, Central Connecticut State University
Life
- Jonathan is passionate about Family, Friends, and spending time with his dog Bug
- He enjoys working out, playing chess, and cooking.
1285 Avenue Of The Americas
New York, NY 10019

Brandon Sobel

Managing Director–Wealth Management

Private Wealth Advisor
View bio Industry recognition
- AZ
- CA
- CO
- CT
- DC
- DE
- FL
- GA
- IL
- MA
- MD
- MI
- MN
- NC
- NJ
- NM
- NV
- NY
- PA
- SC
- TX
- UT
- VA
Clients come first

As the leader and founder of Inception Wealth Partners, Brandon acts as the team’s CEO, overseeing client relationships, investment management and business development. He's passionate about working closely with his select roster of successful clients, most of whom are founders, entrepreneurs and corporate executives. In advising his clients, he's focused on helping each one of them achieve what is meaningful and impactful to them, whether they are launching a fresh idea, selling or expanding a successful business, or mapping out an important next step in their personal wealth journey.

With 20+ years of experience in financial services, and a deep knowledge of portfolio management and advanced planning strategies, he has spent his entire career working closely with highly successful individuals and families. Because he understands the distinct challenges and opportunities faced by wealth creators, he is well placed to offer innovative and targeted advice that becomes part of a comprehensive financial plan. His dedication to his clients is exemplified by his ‘clients first’ approach and the strong sense of integrity and honesty that color every relationship.

Education
- B.A., University of Maryland
Life
- Brandon is active with numerous charities in the New York region.
- In his free time, he loves to travel the world. He enjoys collecting red wine from California’s Napa Valley as well as the Bordeaux region of France.
- He enjoys boating and golf.
- Brandon is the proud father of three young daughters, who keep him very, very busy.
- Forbes Best-in-State Wealth Advisors, 2023, 2024The Forbes rating is compiled by Shook Research and awarded annually in April based on information from a 12 month period ending June of the prior year.
- University of Maryland
- Private Wealth Advisor
- Senior Portfolio Manager
299 Park Avenue
8th Floor
New York, NY 10171
Wilson Lee, CIMA

Director

Senior Wealth Strategy Associate
View bio
- AZ
- CA
- CO
- CT
- DC
- DC
- DE
- FL
- IL
- MA
- MD
- MN
- NC
- NJ
- NV
- NY
- PA
- SC
- TX
- UT
- VA
Wilson, as Senior advisor of Inception Partners, leads client investment strategy, research and execution efforts for the team. As the team’s lead analyst, he chairs the investment committee, and leads research discussions on equity portfolio holdings and positioning

Wilson brings his skills as an analyst—as well as his past experience as a CFO and a 401(k) administrator—to his client conversations, working with each one to understand their risk tolerance, time horizon and liquidity objectives. From there, the team crafts a custom asset allocation and investment portfolio that is aligned with the client’s needs and goals. On an ongoing basis, Wilson ensures that each relationship receives transparent and timely communication on market activity and analysis of their investment portfolios. This hands-on approach allows him to do what he enjoys most: speak with clients about their financial needs.

Education and designations
- B.A., economics, Yale University
- Certified Investment Management Analyst® (CIMA®)
Life
- Wilson, as a former member of the Yale Glee Club who once had the honor of performing at Carnegie Hall, loves to sing. He enjoys entertaining family and friends, whether crooning Sinatra tunes at a friend’s wedding or performing a Broadway musical number at a party.
- He also enjoys watching sports and avidly follows his favorite New York teams including the Mets, Giants and Knicks.
- Yale University
- Certified Investment Management Analyst®
299 Park Avenue
8th Floor
New York, NY 10171
Sonia Trivedi, CFA®

Senior Wealth Strategy Associate

Chartered Financial Analyst®
View bio
- AZ
- CA
- CO
- CT
- DC
- DE
- FL
- IL
- MA
- MD
- MI
- MN
- MO
- NC
- NJ
- NM
- NV
- NY
- PA
- PR
- SC
- TX
- UT
- VA
- WY
As a Senior Wealth Strategy Associate for Inception Wealth Partner’s select roster of clients—founders, entrepreneurs and corporate executives—Sonia takes a holistic view of each client’s finances and utilizes her experience in fundamental analysis to make targeted recommendations aligned with what the client wants to achieve with their wealth. She takes pride in being able to make complex financial strategies more understandable, while trying to help identify targeted opportunities for client portfolios—including income generation, tactical asset allocation or hedging portfolios against market risk.

Sonia also puts her experience in financial planning strategies to good use, working actively with Inception Wealth Partner’s clients, most of whom are in the wealth accumulation phase, to formulate planning strategies that are aimed at risk management but also strive to move them towards their financial goals. Her focus is planning around a client’s business ownership interests, whether private or public. As the team’s name implies, the intent is to get involved with a client as early as possible, at ‘inception’, so that optimal planning can be done on a timely basis, and no opportunities are missed.

Education and designations
- Chartered Financial Analyst^® (CFA^®)
- Graduate of Rutgers University
Life
- Sonia actively supports a number of charitable causes, including Habitat for Humanity, the American Humane Society of New York and Badass Brooklyn Animal Rescue.
- She enjoys traveling, cooking, and long hikes with her dog Max.
- Rutgers University
- Chartered Financial Analyst®
1285 Avenue Of The Americas
New York, NY 10019
Ivy Zhang, CFA®

Senior Wealth Strategy Associate

Chartered Financial Analyst®
View bio
- AL
- AZ
- CA
- CO
- CT
- DC
- DE
- FL
- GA
- IL
- IN
- MA
- MD
- MI
- MO
- NC
- NE
- NJ
- NM
- NV
- NY
- OH
- OK
- PA
- PR
- RI
- SC
- TX
- UT
- VA
- WA
A willingness to listen is our greatest strength

Inspired by her father’s example as a successful businessman, Ivy developed an early interest in business and finance. An inquisitive and patient “people person,” Ivy is particularly adept at forging strong relationships, using her full range of communication and analytical skills to understand her clients as people first.

Building on trust to strengthen long-term relationships
Ivy works collaboratively with her team colleagues to develop and implement customized and comprehensive investment and wealth planning strategies. When addressing a client’s individual concerns and challenges, Ivy draws on the deep expertise and breadth of knowledge across the firm, taking advantage of UBS’s global presence to explore the full range of possible solutions. Patient and purposeful in her analysis, Ivy uses her knowledge, analytical techniques and experience as a member of the team’s investment committee to select the most appropriate investment vehicle, asset allocation and overall wealth planning strategy that can help each client achieve their financial goals and secure a legacy well into the future.

Education and credentials
- B.S., finance, Penn State University
- M.S., applied statistics, Columbia University
- Chartered Financial Analyst® (CFA®)
Life
- Ivy is committed to community service and has supported organizations such as the American Cancer Society and Women in Need.
- Her interest in architecture and design inspired her to attend the Design Discovery program at Harvard Graduate School of Design.
- Ivy enjoys spending time in galleries and museums and is a member of the Apollo Circle of the Metropolitan Museum of Art.
- Penn State University, B.S., finance
- Columbia University, M.S., applied statistics
- Chartered Financial Analyst®
1285 Avenue Of The Americas
New York, NY 10019
Hamish Grason, AWMA CRPS

Financial Advisor

Accredited Wealth Management Advisor℠
View bio
- AZ
- CA
- CO
- CT
- DC
- DE
- FL
- IL
- MA
- MD
- MN
- NJ
- NM
- NV
- NY
- PA
- SC
- TX
- UT
- VT
Integrity and excellence
As part of Inception Wealth Partners, Hamish advises a select group of ambitious and dynamic clients—primarily founders, entrepreneurs and corporate executives. Drawing on his experience in areas like executive compensation and tax-efficient strategies, he helps craft a highly customized plan for their wealth. He focuses on delivering proactive, smart guidance to clients at the critical moments in their lives—whether they are building a new business, looking to exit a successful venture or planning for a major life change.

In working with each client, Hamish draws on his military background to strengthen his approach, which is grounded in providing excellent service and ensuring integrity in everything he does.

Education and designations
- B.A., Andrews University, Michigan
- Accredited Wealth Management Advisor^SM (AWMA^®)
- Chartered Retirement Plan Specialist^SM (CRPS^®)
Life
- As a pilot, Hamish enjoys flying and traveling around the world.
- He has a passion for giving back by volunteering, with a focus on mentoring children and helping at senior centers.
- Andrews Univeristy
- Accredited Wealth Management Advisor℠
- Chartered Retirement Plans Specialist℠
299 Park Avenue
8th Floor
New York, NY 10171
Jonathan McAlister

Client Associate
View bio
- AZ
- CA
- CO
- DC
- DE
- FL
- GA
- IL
- MA
- MD
- MI
- MN
- NC
- NJ
- NM
- NV
- NY
- PA
- SC
- TX
- UT
- VA
As a Client Service Associate for Inception Partners, Jonathan spends a lot of time communicating with clients and addressing any operational issues to ensure everything runs smoothly. In his role, he particularly relishes building trusted relationships with individual clients as well as families—all with the goal of “doing the right thing for the client.”

A recent addition to the Inception team, Jonathan's background in Finance is put to good use in his daily quest to provide superior customer service—service that is imbued with integrity and ethics. Jonathan truly enjoys working with and helping families, knowing that he and the entire team are making a positive impact on their lives.

Education and designations
- B.S., Finance, Central Connecticut State University
Life
- Jonathan is passionate about Family, Friends, and spending time with his dog Bug
- He enjoys working out, playing chess, and cooking.
1285 Avenue Of The Americas
New York, NY 10019

Guidance dedicated for you

Personal planning for start-up founders

As they say, “failing to plan is planning to fail.” Learn how planning for the personal side of a liquidity event, both before and after the transaction, you can help mitigate risks.

Read report

Planning for the sale of a closely held business

A road map to help facilitate the process

Often, the process of selling a business is unknown to the business owner. This may leave them vulnerable to making significant mistakes. This brochure may serve as a general road map for facilitating the sale of a closely held business.

Learn more

Backed by the strength of UBS

A global leader in wealth management

For Ultra-High Net Worth clients

Euromoney Private Banking and Wealth Management Survey, 2016-2020

^$5+ trillion

In invested assets globally
As of 11/07/2023

14.2%

CET1 capital ratio
UBS is one of the world’s best-capitalized banks

UBS Financial Reporting as of 12/31/2022

Advice for Founders. Driven by excellence.

Helping you realize your vision

One relationship. All of Private Wealth Management.

Guiding founders from startup to sale

Exiting on your terms

Advising corporate executives

Family Advisory and Philanthropy Services

Your corporate retirement plan

Investment Bank

Workplace Wealth Solutions

Pursuing your goals together

Brandon Sobel

Wilson Lee, CIMA

Sonia Trivedi, CFA®

Ivy Zhang, CFA®

Hamish Grason, AWMA CRPS

Jonathan McAlister

Brandon Sobel

Wilson Lee, CIMA

Sonia Trivedi, CFA®

Ivy Zhang, CFA®

Hamish Grason, AWMA CRPS

Jonathan McAlister

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Guidance dedicated for you

Personal planning for start-up founders

Planning for the sale of a closely held business

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