Nathan Isaacs

Yeah.

Or the other things we've heard from other people is that AI can be tone deaf too, right?

They can share all the information you want, but it's not being shared in a way that it feels too computerized, right?

It feels not human or not in the moment.

But what are your thoughts on that?

And how do banks approach that?

How do they learn more about that sort of thing?

You, uh, as you're talking about that, and I'm thinking about, you wrote earlier this year, uh, just about, you know, onboarding new, new customers as opening new accounts within banks and just the huge cost of that, uh, for banks for, you know, to get me as a customer and that, and they had to do it in this sort of broad vanilla sort of way.

This is why nobody knows the difference, right?

They, everybody has, it costs so much.

They can't really take too much of a risk in their advertising.

Uh,

And so they have to do this sort of bland type of thing.

But if they can narrow that down to this specific niche where they're going and also advertise to that specific niche and get those messages right to the right people, then you lower that acquisition cost, your profits increase.

And so it's just taking that time now.

Before you do all that, to understand just who are these people, what are the potential niches that you're going to go after?

Is that right?

It just reminds me, we had on the podcast earlier this year, Mark Slayton, who's a big voice leader or industry thought leader in customer experience and came from a background and working in a bank in the Mid-Atlantic area.

And he talked about how

the executives went and tried to do just that, tried to open up a new account or tried to do something and just had horrible experiences and just had those aha moments like, we gotta make this easier, we gotta figure this stuff out.