It would be quite a powerful persuasion technique.

Yeah, and I think we are seeing that more and more in communications with members where, you know, it will have your name, Dear Helen, or it will have a topic that's relevant to you in a targeted communication as opposed to a sort of general newsletter coming out.

So I'll ask the flip of that question then.

What do you think the wealth market could learn from the DC institutional space? It's probably quite a lot.

I mean, I think, you know, we've made such good progress in the pensions industry over the last 10 years with things like, you know, really good quality default investments, auto enrolment, you know, taking that inertia and that decision making away from individuals.

And then we've got guided retirement coming where, you know, we're going to support people with defaults to access their pension benefits.

So I think, you know, in the wealth market, we can definitely learn from the power of taking some of that complication and decision making away from people and just having nice, easy solutions that people can default into without having to know all of the ins and outs and detail of that investment or, you know, that plan.

Are members getting sufficient support or is that nervousness around crossing the line, leaving members not as supportive as they should be?