Ashley Rose

So majority of it was expansion driven.

Yeah.

So it's really split between three major initiatives.

So obviously with Unify, we're hiring kinds of developers and tech talent.

So a lot of R&D and then sales and marketing, you know, with the creation of the new category, you know, working with Forrester and Gartner and trying to get a lot of education out there.

We're spending a lot in marketing this year and then growing our sales team, which is both inclusive of our direct sales team, as well as bringing in channel this year.

Yeah, it is going to be spiking and it is, but we know from a lifetime value perspective, we've been able to prove out that we can retain these clients and we can grow.

And so, you know, we're keeping it a really healthy kind of cap to LTV metric, but yes, we're, you know, expanding our investment.

I am reading the, I totally did not.

I totally forgot about these.

What am I reading right now?

I know.

So I am reading the CEO, the CEO tightrope tightrope right now.

And I'm liking that book.

Um, there's so, so many good founders.

Um, I've actually really started following a lot of local founders, um, and people that have just built really good companies in Austin, obviously, you know, Bumble and the like.

Uh, we, so I've started, we started using, um, uh, SAS optics.

And so that's been a really great tool for us.

Six to eight.

Married with three kids still.