One of my many pieces of skepticism was how do you really learn the platform? How do you really learn about who we are and who we serve? And what are you really learning about the prospect that you're putting in front of us other than maybe you can triangulate what you think their net worth is and the fact that they Googled financial advisor and they happen to be in a certain geography? Like how are you actually, to your point, going beyond just like matching and making sure that it is impactful? So- How are you all doing that?

So there's a bunch of pieces to how we do it.

On the first, All advisors want to grow.

Maybe there's a couple out there who are happy on the golf course, but advisors want to grow.

And they need to have prospects in order to grow.

And in those prospect conversations, they're asking a bunch of questions.

You know you've done a bunch of these calls.

Starbucks, the espresso machines and the K-cups, the Keurigs, they were going to put Starbucks out of, oh, really? So keep going.

Yeah

... to fund that growth, and I'll tell you, the, the story of Harden Furniture doesn't end, end happily, right? [chuckles] The, like, the company doesn't exist anymore, my, my family furniture company, partly because they took on debt, and partly it was due to foreign competition, um, but ultimately, you know, went, went under.

Uh, they couldn't service the, the debt payments.

What I want for you is to find ways to expand thoughtfully.

So I'm thinking like, what's the smallest expansion you could make that would meaningfully change your income? Because you want to grow this thing, that passion to grow it is clear, but how can you do that without increasing your risk profile too much? So Guy's right on with those, those couple of ideas of, like, raise prices.

I mean, I would-- [chuckles] if you can raise prices, raise prices.

That's the easiest change you can make.

When, when you mentioned you, you kind of shifted your focus to B2B, how did you continue to connect with your end consumer and grow your brand while, while doing that?