Erin Berry

But the market in the U.S.

is just so much bigger.

Right.

So and they've obviously seen a covid bump as well.

I think that we're both trying to achieve the same goal, but it's actually nice that we're both doing it in different ways.

So, for example, we have a family plan where you can buy multiple plans.

They don't.

So it's a way for them to validate that they all have subscription.

We don't.

So it's a way to kind of validate that.

So it's actually nice to your point early in the conversation.

it's not a sexy topic.

And so us estate planning CEOs tend to be a pretty tight-knit club and to share learnings.

And it's nice to have these peers in other markets who are sharing those learnings.

You know what?

I always say, if I had a chance to move down to San Diego, which is where they're based, instead of staying here all winter in Toronto and trudging through the snow, absolutely.

I mean, obviously, there's a few paths for any company.

There's IPO, exit, or staying profitable long-term.

And I think we're very much on an exit path.

And when we think about ideal acquirers, we want it to be somewhere where we want to work, right?