But tell me about the origin of that particular name.

So it initially came up in internal brainstorming and we did want to stick to the Greek and Latin roots that are very prevalent in our industry.

And we wanted to focus around kind of our main differentiator, which are the people that we have.

We have a very particular hiring strategy of only hiring sort of the best and brightest in our space.

Everybody on our team has 10 plus years of experience specifically in this space.

So we thought what we're offering to people is really that intelligence, the intelligence of our people who can help with understanding the industry, with guiding strategy.

And so that's kind of what we hung our hats on.

I would love for each of you to maybe chime in on what is one challenge that you're seeing out there? And then what are some of the solutions or things that you've been suggesting to your clients on how to potentially resolve that challenge? Beth, we'll start with you.