I have to imagine, though, that the utilities experience or experiencing things outside of credit unions, right? makes you more able to understand and understand consumer behavior right because members are consumers and they make decisions to buy you know uh products services every single day so the wider net you can cast around that consumer behavior the better the models can be for credit unions

Yeah, I think one of the things we talk about all the time is payment hierarchies.

So if you've only got enough money in your paycheck to cover not all of your needs, what do you prioritize first? Is it rent? Is it your car note? Is it your cell phone? Is it your keeping your lights and your water on? And understanding when there are more people struggling with that hierarchy is extremely important macroeconomic information.

It's something that we can see in almost real time just with the amount of data that we have available.

Again, have to keep it anonymous, have to keep it private.

It stays within our four walls.

We don't regularly share this with anybody unless it's individual results with our individual customers.

But that would be another thing that maybe I think about as a CMO or CEO of marketing at a credit union right now.