You Can't Sell Brand, You Sell Category

And so in our work, we've always been driven by the idea that we can't lead with brand awareness, trying to grow brand awareness for equities then. Like we have to lead with, we have to build category awareness.

And so we look for ways to educate, we look for ways to welcome people to the market. We launched, we were one of two data partners with Yahoo Finance last year, Yahoo Finance started to cover private, private companies.

So you can go and search for a top private company and you'll find information from equities then on that, on that company page. And the reason why we did that is that, you know, there, what there is growing