No.

You're chatting about just the same way, you know, when you- Health insurance or insurance, whatever ... think about insuring your car or your home.

Yeah.

You're not, yeah.

If you go and have your health checks or whatever, or you do your private medical whatever, you're not chatting about dying.

No. You're chatting about- You're right ... sensible precautions to make your life as good as it can be, and you're investing in your kids' future ultimately, because that must be, most people I speak to, their primary concern- Is the kids ... is the kids, is what's gonna happen to the kids.

And for a lot of dads- So we, we don't have to, like, a postnup, we could do a kind of, it's kinda like a will, isn't it, really? Yeah, but postnup, that's what it is.

Mm.

Let's have a look.

[instrumental music] The Consortium to Reinvent the Retail Bag was launched in 2020, and so Target, CVS, and Walmart joined us in the initiative, and then over time, 13 additional retail partners joined the effort, all with a goal of reinventing how customers get their goods home.

We led it as an approach that can serve multiple goals, so it can provide, you know, waste reduction strategies for the stores and for the customers, but then also offer operational savings, where the stores no longer need to give out a single-use bag for free.

So with our campaigns, we work really hard to make sure that we're meeting people where they are and understanding their needs, and not just creating some top-down campaign.

Our goal isn't to shift behavior once or twice, but it's really to build entirely new habits that feel convenient and normal to each of us as customers.

And so the work that we did in Denver and Tucson, where we did citywide, um, messaging, uh, customer nudges by cashiers in stores in more than 375 retailers, we found that there was a lot of enthusiasm.

With the consortium model, we can test, we can iterate, we can do in-market pilots leading to in-market permanent launches, leading to scaling.

With your company, are you working with individuals? Does one partner come to you or is the couple who is hoping to separate amicably, do they turn up together? So we're a

couple service.

So one of the things that happened in the very early days was that we realized that if you wanted to help families and you wanted to protect children, you need to be able to get both people together to have these conversations.

So we're a digital service.

So we do everything through the online so you don't have to physically turn up together online.

But we work exclusively with couples.

And in England and Wales, that was a big call when we first started because it wasn't the usual practice.

What's the biggest misconception, do you think, about the divorce process? Well, I

Um, why do you think that this is something that often hits kind of in this life stage? Why do people suddenly start questioning everything?

I think there's a couple of things.

I think when you've been together with somebody for a long time, and you've gone through stages, so you've had that very romantic bit at the beginning, you've done all the happy setting up stuff together, you've perhaps had children, or you've settled into patterns, I think it's normal when you've been together for a long time to start questioning as your life progresses whether or not you're happy, whether or not you're fulfilled, is this all there is? I think at midlife it's a point of change, and it's a point where we sometimes stand back and reflect.

[laughs]

So you might have been in a situation where you've been having lots of rows.

It's very obvious to you that this is over, and you come to the decision.

You know like when you make decisions in your head and then you forget you haven't actually said them out loud, that happens surprisingly quite a lot when people are divorcing and separating.

So my first piece of advice is make sure you've had that conversation with your partner that says, "I've been thinking about this for a long time.

Yeah.

Because even as a parent, you know, it's easy to feel guilty and criticized the whole time.

We read so much stuff out there about how to do it the best and I don't want anyone to think that you know sitting here I'm sitting here having written a book I'm being an absolute perfect parent I am absolutely nowhere close and I have a really difficult co-parenting relationship with my ex so it's not that I'm being smug about it in any way this is really difficult and really hard.

But parallel parenting gives you some space.

So with parallel parenting, you're more likely to want to use an app to communicate.

So Amicable has its own co-parenting app, but there are other apps out there as well.

So finding an app that you can communicate through means that you're putting everything in writing.

I'm really not sure what to do.