Like that's for me so far, the best thing about being a mom.

Yeah, you kind of stole my answer.

No.

But it's totally fine.

I completely agree with that.

Yeah.

And just realizing how much the Lord loves us is so special.

So that's what I would revisit again and again.

And just quickly, for listeners who may not be familiar with Riser yet, and they certainly should be, just explain high level the solution that, that you're offering.

Yeah.

So, you know, w- it's a business owner engagement platform, and one of the, one of the chief challenges that advisors have when giving advice to business owners is that they typically treat that asset like every other asset on the balance sheet, and that's insane, number one.

But two, they just don't have clarity into it, and so business owners traditionally have data that's disparate and disorganized.

It's all over the place.

And so again, if you're not able to see through that asset, it can be impossible to give quality advice.

And our platform allows you to gain clarity into the business as an asset.

What does owner engagement mean and why is that different from traditional financial planning?

Mm-hmm

... by accident versus on purpose or, or with intention.

And so I think that there's, there is, again, there are certainly business owners in your book of business, but You know, one good litmus test is like if you were to say, "What's my next client look like? Is that a business owner or is it not?" Right? So to the extent you want it to be, the, the best in this space, um, have a really tight understanding of their ideal client profile.

And that's typically like a, a software, you know, industrial complex term.

You know, we talk about ICP and, and, um, ideal client profiles all the time.

You know, I think from-- in financial services, people are, are, are talking about it more.

There's different words for it, but let's use ICP for a second.

What's your advice into that quick process?