Erin Berry

In Toronto, there's a lot of Shopify executives who are angel investors now.

So those all converted along with the price round, but it was, yeah, it was priced.

Yeah, it's a great question.

I mean, we always do try to position ourselves more as an e-commerce model versus a traditional SaaS with recurring revenue.

And the investors who want SaaS are never going to see the valuation there.

But luckily, our investors had been executors themselves.

They really understand the space.

And they had also invested in other companies like Mocha, who are more e-commerce based fintechs.

So really, I mean, it's always a dance.

Nathan, I'm sure everyone tells you this.

It's like negotiating anything.

They come in low, you go high, you try to justify it.

They say, no, that's crazy.

And then you meet somewhere in the middle.

So luckily, we found great investors who saw the value in the business and who understand that you're getting into bed for a decade potentially.

And so you have to both be happy walking away from the deal.

It is, Nathan.

A lot of the things we do are not intentional, but this one is.

You know, for us, we always think about the behavior of our users.

You really start your search for estate planning and wills by hitting up Google.