But why do you think now is the right time for what Mloop does?

Yeah, great question.

I think there's a few now and maybe why the receptivity to it right now is the actual behavior of it isn't new.

So the analogies I typically outside of the vertical and day-to-day, you know, business within the mortgage space, but dating apps, you know, I think 30 years ago, people were like, I only ever going to meet someone in a bar.

What do you mean I'm going to meet someone? online obviously the disruption of taxis ubers there's always things that are there is a different way to do it with the advent of technology um the other side is this industry and has evolved in with a growth mentality with so much frankly cold calling and sort of trying to get originators attention understandably it's how growth happens with obviously recruiting and hopefully retention but It's so much that has become noise.

And so in order to be able to drive growth in the way that lenders grow, there has to be a different way to do it.

And the third is just the advent of technology and the way we're able to adopt it.

You want to talk about that briefly and how you do that?

I know there's some cool, you know, Fortune 500 type companies that led you to

it.

Yeah.

So marketer by background, by love of a career in general.

So when you say come out with a bang, definitely have that brand and awareness driving muscle that I'm able to use in the loop.

But yeah, The origin story has two key parts.

I have been a fractional marketing or chief marketing officer across a lot of different verticals as an independent consultant.

And a lot of those things, technology can't necessarily pick up on.

What about that bounce back kid, the one that finished their amoxicillin and a week later their sore throat returns? Do we just retreat them or what's our move?

Yeah.

So this is a super common scenario, and we have to figure out if it's a true treatment failure or a new infection, or if we're just unmasking a chronic carrier.

For that latter scenario, the prevalence of group A strep carriage in children can be as high as two to twenty percent, and these carriers test positive, but they're asymptomatic, so the strep isn't causing their illness.

They're also at a very low risk for transmission or complications.

If, on the other hand, you suspect a true treatment failure, you have to ask why the treatment failed.

So one of the concepts to consider is the shield effect.

And since these kids look so deceptively well early on, what specific findings make you stop and think, "Okay, this could be invasive strep?"

So on the marketing side, right, Ellen, like how frustrating is that? Like, it's almost like being a doctor and the guy comes in, "I don't know where it hurt, but it hurts somewhere."

Yes.

That's for, very well said.

I think there's, um, there's a lot I think as you look at the loan officer archetype, look at sort of the day in the life, everything that's coming at a loan officer, there's so...

Three things I learned about best way to sort of support, and then also as now as we, you know, build the loan officer side of M Loop as well, is that a loan officer can be doing, um, so many different things within one day or even within an hour.

Talking to a borrower, responding to a real estate, talking to, you know, an operations team manager, dealing with maybe something, a negative review came through on Google or Experience.

It wasn't their fault.

When you, when you say, "Okay, I'm gonna start M Loop," like, are you thinking about your daughters or are you just thinking about Ellen?