You have a number of products that you mentioned, but what about the UK? Which products you guys have here?

We have 28 million customers globally now, 27 million in the US and over a million internationally.

And our first market was here in the UK, which was really exciting.

When I joined, Vlad had gone out to the market already and said, we'll be live by the end of the year.

I said, well, That's what I've got to do.

And we did it, which was a lot of fun.

But what we've built out here when we started was, what does the UK customer want? Not just, let's bring our US app here, hope they like it, maybe change some letters from Z to S and a few colors.

Don't you think that you guys are a bit late in the market in comparison to others? Or you think it's the right time to come and start launching your products that you are doing at the moment?

What's your

view on that? the uk customers are great savers but we're not the best investors and that's not necessarily a problem it's an opportunity but when we look at the uk statistics i think it's roughly 20 household wealth is in equities where the number in the us is closer to 35 40 and we don't necessarily need to be the us but i think what we need to improve is participation i think over time that will change and We think about the US where now they've just launched Trump accounts, where basically all children are given an investing account at birth and equity participation in terms of allocation of household wealth, but also just in terms of equity participation and actually investing.

The goal there is actually to eventually get to 100%.

And I think that's where the UK...

It's an ambition, but getting people started, finding mechanisms to get them started, helping customers understand junior rises, helping customers understand the benefits of long-term investing, better education.

It's something we offer in terms of a 2% match where we incentivize customers to invest and reward them for investing behavior.

Equally reminding customers why cash has a place, and it actually does in a portfolio, but what is inflation doing to that cash? So I think in the UK we see it as a really big opportunity where historically access has been tricky.

What do you think comes next? What are some of the next assumptions, conventional wisdoms that need to be broken or challenged? Where's the bad boy? And you're going to go sort of next and sort of push back on trying to improve.