And again, not only highlight the members who are participating on Planner Search, but again, financial planning as a profession.

To add something I've observed as the project has come together and education is everywhere.

You can go and educate yourself on financial planning a lot of places.

But what I find to be particularly compelling and really powerful about the way this new planner search experience educates people is that it actually walks them through from the very first interaction what the foundation of good financial planning is because it doesn't start like so many financial planning engagements do with talking about assets or about income or about goals even.

The questions are about how you view money and how you feel about it and what concerns and anxieties you may have and how you identify yourself, what group you may identify yourself with.

And all these questions that are part of the initial intake, they immediately, I think, would cause someone to lower their guard.

Everybody enjoys doing a little bit of self-discovery for the most part.

And financial planners have access to that