But, but let's talk about, before we get into that, reviewing that fourth quarter, the savings, the debt, the investments, the financial goals, the, the, the open enrollment that happens with employers.

That's a great question.

It's a great time to reflect and take stock at the end of the year, and then especially as you approach your New Year's resolutions.

I think everyone goes into the year or goes into their career having a savings plan and targets of where they wanna get to and then life happens.

If families are more expensive to raise than you thought they were, the cost of living is [laughs] increasing very quickly.

Maybe, maybe you did or didn't get that new promotion or that new job that you wanted to.

So I think it's really important to just make sure, am I saving according to my plan so that I'll be able to retire at the ages that I'll want to eventually retire at? And are my expenses in line with that plan, right? Am I controlling my costs in the way that I'm able to put away and save enough in the bank every year that it's invested in safe, appreciating assets, whatever your mix of equities and bonds and, and whatever else you're investing in is.

H- help us understand what that means.

So how are you growing so fast? You know, so is it all marketing or how much is coming from word of mouth? We are growing quickly because

we have like extreme product market fit, both with clients and agents and potentially even more product market fit with agents.

If you look at our distribution between go-to-market models, direct-to-consumer is around 60%, agents is around 40%.

But agents was launched more recently in 2021 versus we launched direct-to-consumer in 2018.

And the reason is for an agent, a consumer has to go through this buying journey once or twice in their life.

An agent has to go through this case management selling process all day, every day.

And so when you compress an eight-week purchasing journey that I described before down to 10 minutes online, it is transformative for the agent.

Stocks has done well.

But do you think it proves or disproves anything about the broader InsurTech thesis that I'm talking about?

I don't think the act of going public validates or invalidates the broader thesis one way or the other.

I think our results you know, validate our, our particular thesis.

Um, and I'm incredibly proud of our results, right? This is, you know, we're guiding now to our fourth year of plus 50% growth and we're profitable with great EBITDA margins, you know, cashflow margins, et cetera.

Um, So it was a great moment of pride for the entire Ethos team and all our Ethos alumni who, you know, just worked incredibly hard to get the business to this point.

We're still a single digit percentage of our market.

So it's kind of a, it's like a milestone, but it's just a day in a life for us.

Where's the growth opportunities for you? Presumably everywhere, but I'm sure there's some specific strategies.

What is resonating with consumers that is allowing ethos to grow so much faster than the broader industry?

Yeah, it's a great question.

It's really taking this product, which is a cornerstone of your family's financial plan, and making it simple, intuitive, approachable, and easy to buy.

And so, people get off the couch, they take the initiative, and they just check it off their list, they get their adulting done for something that they don't really want to think about and they don't really want to be aggressively sold to.

And so, You know, we've made it as simple as buying auto insurance online.

And if you look at the category of auto insurance today, 50-50 policies are bought through direct versus through agents.

And I think today, life insurance, over 90% of sales are still through agents.

So as you look at the channels, which one do you view overall as potentially being your more profitable engine over time?