Cody Barbo

Yeah, subscriptions formally kick in this year.

I mean, we were charging for updates.

The price of the subscription, we would charge for updates throughout 2019, which gave people any life event that happened, the ability to come back, make the necessary updates, and still get their documents printed and shipped to them.

But it was about a 1% conversion, but that was off a small batch of the initial customer base from 2018, since that was really our first year in market.

We only had one product.

2019, we launched two more products.

So three in market, which means 2020, we have first full year, three products in market, people coming back in.

And based on the life events that have triggered, that would require paid subscription updates.

And I'll have better numbers for you as the year progresses.

Yeah, the vision, I mean, the whole vision for the company is as we push the regulatory landscape for all 50 states to allow for an end-to-end digital experience, digital signature, digital notary, digital storage of documents, we want to forego even the need for that significant upfront cost and immediately kick you into the subscription day one, which is just an ongoing annual fee.

And that can be subsidized.

It's possible on our entry-level documents, so the Guardian document potentially, because the document for Guardian is really top of the funnel for us.

If you're a parent with minor children and you at least want that peace of mind, let's get you into the funnel with that product here.

But very quickly, you might realize, like I was saying earlier, if you have assets, you own a home, you have investments, you have a life insurance policy, you want to make sure those are cataloged correctly, we bump you up into the will tier.

Or from the will tier, we bump you up into the trust.

So we have flexibility to work with our pricing since our margins are fantastic.

But we want to be really smart in terms of how do we communicate trust with a paid product?

Because we felt that a free product within estate planning can actually communicate distrust.

Well, what's the catch?

If I'm making these sensitive decisions, right?