Justin Ishbia

And this is my factory floor where I call it lift and shift.

I am getting the newer companies to where they need to go faster.

And an example of that would be orthodontics business.

It's a B2C sort of marketing engine.

Now, SEO marketing and sort of direct marketing to a customer for orthodontics

It took us years to build a platform to get to the right system, process, metrics we use.

About a year ago, we bought a MedSpot business.

The marketing is very similar.

It's B2C as well.

And so we lift and shift.

Adam's job is to help recruit, take the incumbent marketing leader, work with them, and throw the right person for a long-term grade.

If not, over time, work with the CEO to help top grade that individual.

But then lift and shift the systems and processes and tech stack from marketing in the orthodontics business and apply it to the MedSpot business or apply it to the veterinary business.

There's so many different personas we have that things change a little bit.

But that whole entire journey is, I think, some of the secret sauce.

And it's not replicable unless you hire the right people to do it.

I like to think of it as we have billion-dollar company resources applying to million-dollar companies.

And so a woman named Julianne Larimer is a leader of our division.

She's a former private equity-backed CEO, incredibly talented.

She runs the whole entire group.