Good to know that a combination of Descartes and John Nash is what unlocks colossal success. Tell us a little bit about inherent to Regal's actual product. If I'm a Regal customer, how do I get to harness the power of the psychology that's baked into your secret sauce? I'm a sofai agent, but I'm using Regal to personalize that outreach to Danny who's thinking about taking out a loan. What is sofai using psychologically that gives him the advantage of going to another, whether it's a neo-banker, whether it's a brick and mortar, Bob the banker and M&T?

Yeah. I think the first concept that has been around in marketing for a long time and is a little bit newer in sales, in B2C sales, let's say, is personalization. It's not super surprising that when you treat every customer the same and you call it the same from the same number at the same time with the same message, you're not going to have the best possible outcome. You're going to have a much better outcome if you can use the context. We know about them. Use what they're doing in the moment to engage them at the right time with the right message and help them. The example I sometimes gave is imagine 50 years ago you walked into your private club. They might say, oh, Danny, it's so good to see you. Here's the favorite table that you love. Here's the drink that you want. Do you want to make sure that we play the right music that you like? They knew that about you in a personalized experience. That's why you go back there. If they treated everybody like Danny, then Karina might not have so much fun if that was the experience she was given when she went. Personalization is proven to massively improve the engagement and the outcomes and is used a lot in marketing. A lot of what we're doing is just giving the brands that we work with the tools to go and do that in sales. When we started talking with sales teams, they didn't like the fact that they weren't personalizing. They were not proud of the fact that they called you 10 times and you didn't answer it all. That's what the tools that they had allowed them to do. They were very creative people that wanted to personalize it once they had the right tools. Now that we've given them that tool set, they've done incredible things. I don't want to take credit for the creativity. We take credit for giving them the tool set. We've now created a set of journeys, all these different templates of journeys that we can help brands use if they're getting started. If somebody says to us, hey, I want to create a new retention campaign. What are the ideas in banking that work really well? We can give them a set of those. Again, that wasn't our creativity. That was really great to all our customers that led to having those templates.

I like the idea of the collective templates that, and then giving your employees, your sales, your marketing team, the ability to iterate as they go. You should never have this set of in-forgetmentality. People are constantly changing our environment. It's constantly in flux. Personalization is huge. For me, in particular, it's one of my specialties as account-based marketing. I get often asked, what is the AVM? When should you start AVM? Anytime you want, any time you want, any size you want, because it's just about doing strategic go-to-market strategies that you know are going to benefit your customer. There was a quote that you shared, I believe, that I would love for you to put some more impact was for us, if you will. It's bringing the human voice online. If you were to leave people with that quote today, what would you want them to take away from it as an actual takeaway about how they can start to bring the human voice online today? What's one or two tactics you would give them? Yeah.

You're more of a B2B or

B2C. What give me what you got? Whichever you prefer, Alex?

Yeah. Let's just for the sake of argument, talk a little bit about some more transactional sale, whether it's B2B or B2C, who can retire a volume more transactional. I think a couple things. First, we talked about the fact that service is a differentiator. Don't put your business in a position where you're only looking at cost savings.