And talk us through your approach of building a platform that kind of integrates directly into a company's existing workflow.

Yeah.

So when I say not your father's 401k, the idea is that this is it should be fun and it should be as exciting as we can make financial services.

And I know that for a lot of people just saying financial services, kind of something in their brain shuts off.

But it doesn't.

I think the biggest challenge is that the industry oftentimes has a very paternalistic view of on how to help employees achieve financial wellness or get to retirement, meaning that they just want to do it for them.

And that's kind of that pension mentality of you just come work here, we'll save the money, we'll invest it for you, and then when you retire, we'll give you a certain amount.

So we'd love to understand about the discipline and perspective required for flying and how that translates into how you operate as a CEO and co-founder.

Freddy couldn't perform today anyway.

Freddy? Yes.

Yes, that's why we kept him behind with us.

He met with a little

that's a shame.

Yes, now he can't make a circle with the other elephants.

But he's perfectly all right in every other way.

Tell me from your perspective, what makes it-- what's unique about your industry compared to others from a technology perspective?

The way that the industry was, was kind of built over time was around competencies, and so you had providers that focused on just administration, and they could administer...

And, and administration is really, it's, it's, it's documentation, making sure that those documents are being followed, employees are being notified.

And so you find these administer-- these administrators or third-party administrators that will do HSAs, FSAs, any sort of like group benefit.

And then you have record keepers that can record keep 401(k), same thing.

It's, it's been around kind of like these verticals or, or these competencies based off of what needs to happen.

And so we're really the first to kind of approach it from, you know, kind of a, a bundled approach, where it's about the, the solution or the product.

Tell me how you guys handle that.

So tell us about when he delivers the video and the promise made by the company relative to movie theaters.

[laughs] Yeah.

It's, uh...

We had this big marketing meeting on the West Coast, and all the marketing heads from around the world, New Zealand, Australia, Japan, you know, Israel, Germany, France, everybody, South America, they all came.

We were at the Peninsula Hotel in the, I guess, a, s- kind of a small ballroom there for a dinner.And that day there had been an international marketing meeting, and, uh, you know, and basically w- I had fed into Lisa Kramer, who was my counterpart internationally, and she made a presentation of all the tools we were making available, timetable, et cetera.

And they had a very, very successful meeting.

I wasn't, uh, wa- wasn't there, but they...

How was the experience running that company working with Branson?