And so is that pressure from fintechs real? And what could credit unions do to kind of ward off some of that pressure there?

Yeah, it's absolutely real.

I mean, the numbers don't lie, right? We can get emotional about it and say that it's not happening, but the numbers don't lie.

And I think what they've done really well, right, they're applying innovative ideas and, of course, they have speed to market, right? They can roll things out really quickly.

But I think what they do really well is they do find these pockets that are maybe underserved in some capacity, right? They're either underserved because they prefer to be digital and the only thing they have access to is brick and mortar, right? Or whatever that might be, right? The existing landscape is too much friction, right? I don't want to have to click through something 30 times and have someone call me back in order to open up an account, right? So I think the spaces that they're leaning into are what, what credit unions can be doing, right? So I think there's some lessons learned from folks like SoFi that are solving these problems, eliminating friction from processes, doing things at scale, providing products and services that have a lot of need, right? The market doesn't lie about that either, right? So the fact that they've been able to do it shows that the need is out there.

They've proven out the demand, right? occur very well.

So I think if anything, there's lessons to be taken for us as an industry, right? How do we innovate? How do we create digital engagement through members at scale? I mean, I was just watching Josh Allen last night in the Bills game talk about opening up a SoFi account, right? Like that's a real thing.

How should credit unions think about this?