Brent Sullivan, a Seattle-based author of an influential newsletter on taxes and personal finance for the wealthy, got an urgent call last month from a longtime SpaceX employee.

The employee was sitting on a tidy nest egg from their newly public SpaceX stock and thinking about how to liquidate tens of millions of dollars in shares without incurring a hefty tax bill. Sullivan, who calls his newsletter “Tax Alpha Insider,” talked with the SpaceXer about the nuances of an increasingly popular maneuver: tax-loss harvesting, a somewhat complex series of stock market bets that can eliminate the taxes that result from selling a chunk of equity.

“In Silicon Valley, the mindset has completely shifted from resistance to professional financial services into, ‘Oh, I should start thinking really hard about this stuff,’” said Sullivan, a former Zillow software engineer and portfolio associate at Pimco, the giant asset manager. (He also runs a new conference series, Basis, on wealth and tax-management strategies.) “For people who like to think strategically—like poker players, Magic: The Gathering players, Pokémon players—tax management is very appealing.”

As Silicon Valley’s prosperity grows due to the AI boom, the wealth advisers and money management firms hoping to win the industry’s superrich as clients are pitching them on an array of tax-minimization strategies. The age-old quest to reduce taxes has been turbocharged by top-notch analytics and sophisticated software—and rebranded with a catchy moniker: tax alpha.