Like, what is the playbook that you use to get into, like we said, either Morgan Stanley on that side, or, you know, the long tail of advisors that fed your business for the first few years?

Yeah, I will the enterprise side, right? Because I think that's kind of closer to my core of what I gauge on.

On the enterprise side, you know, there's a lot of it.

I think you have to look at some of these deals you do is it's a long road that you're marching down and you may not make the right turn or it may not fall into your lap the first time around, but often they come around if you just continue to do it.

Interesting example, this was JP Morgan.

When we sold that, the first time we pitched them, I think it was 2018 or 2019, somewhere in there, where maybe 40 people deep and all of us well.

And we went in there and we pitched.

And it's so painful.

How is Vestwell addressing that?

Yeah, it's a great question.

So there are the haves and have-nots, right? And the haves had typically been larger established businesses, right? Fortune 500, Fortune 1000, however you want to kind of bucket that.

Once you start to move to smaller and mid-sized businesses, that's where the participation rate and just the engagement drops off a cliff.

And a lot of it came down to how these things are stood up, like how a plan, like as an individual proprietor, how am I going to put together a 401k plan or a 403b plan for myself and my employees in a way that's easy enough for me to manage and It's cost-efficient enough where it's not going to break my bank as a small, mid-sized business proprietor, right, because you're always looking at your balance sheet and making sure you can support these things.

And then you're actually getting the participation with people engaging.

So you have to look at it from all the different viewpoints of who engages because there's a lot of people that it takes to support a plan.

How is Vestwell stepping up to meet this moment?

Yeah, I mean, we're at a point now

where AI is kind of in everything we do, right? It's like there's not a day you're not touching AI in some capacity, right? And it varies by role, obviously, across the organization.

But to get, you know, kind of talk to you a little bit of the journey.

So about probably about three years ago, we started on kind of the AI journey, right? And we thought about it and said we looked at our data set and said, OK, the world's going to go there, right? We don't know how fast.

but it's going to happen.

So how do we make sure that we're set up for that future and what's going to happen? So if we started with the data architecture layer and restructured it all, and a lot of that was thinking about, okay, how are we going to do this? You know, whether it be, you know, you think about, I think about broadly in two vectors, right? The internal what I'll call like operations support service experience that can be augmented through AI.

Right.

But what comes immediately to mind? It takes an enormous amount of patience