Um, Craig, I'll start with you.

Thanks.

So I'm Craig.

I'm the CEO of Finolytics.

I started this company five years ago working with financial institutions, thinking about how to get the most out of the digital channel was where I'd come from.

And what I realized in that timeframe was that every community financial institution really had the same business problem, which is how do I leverage the digital channel to deliver that same high-touch, personalized experience that I deliver to my customers inside of a branch or on the phone, and how do I then tap into all that data that I have for each customer and use it to deliver that high-touch experience? And after working with third-party platforms to solve for that, what we realized is that really the use case for financial institutions was very different than other industries in that there's so much data on the consumer, and that relationship is paramount.

It's a high consideration, long sales cycle.

You know, what has been the driving force behind these new additions? Is this something that's been, you know, down to customer needs, customer requests? Is it simply kind of a natural progression as the technological capabilities increase? Where would you say a lot of this forward progress is coming from?