Facet f- fully has adopted that, and you guys are saying, "Hey, this is where the future of financial advice is." So I'd love for you to kind of in a nutshell say, "Here's where we think it's going," and then we'll unpack that.

Awesome.

So we obviously think that financial planning has really already evolved, mostly because of what consumers are demanding.

If you think about a typical Gen X or millennial or even younger, the way that these consumers are approaching their financial life, and by the way, I would say younger boomers and boomers feel this way too, um, in the research we've done.

But if you think about putting, we call our clients members, but if you put the customer first and you think about their needs, they're not thinking about money as just a retirement plan or, "Hey, I, I need to invest my money," right? Like that's what the industry has told Americans for years, I think largely because the business model has been set up to making money off of investing.

But if you really look consumer first and you think about what are their needs, they have hundreds of questions about money, and it's everything from, you know, "I just got a raise.

Should I move? I wanna start a business.

So how did, how did you g- How are you finding that balance?