So what was it that first attracted you to the world of tax? And what problem in the tax ecosystem just made you stop and think, this has got to change? And where do you think maybe traditional tax services are still failing modern businesses today, especially now AI is in the workplace?

Interesting.

Just on that first point, what attracted me to the world of tax is...

It was honestly, I did like a school leaver scheme.

So I came, I didn't go to university.

So I was just seeing what apprenticeships were out there and PwC was there.

So I was like, oh, that seems like a good option.

And from that exercise, what have you learned about maybe trying to drive behavioural change?