Sabrina Parsons

So there's going to be a natural turn in survivability.

In terms of how we address it,

If you are actively financially managing and planning your business, you have a better survivability.

So anyone, whether they use our tools or not, if you actively engage in planning

and financial management, you will grow 30% faster according to a research report by a Cranfield University professor who did a 10-year cohort.

There's other research reports like that, that if you actively plan, your survivability is better.

So that helps us in terms of overall churn when you compare to, say, any small business tool provider who, you know, constant contact is a utility tool.

They're providing an email marketing tool, but they're not necessarily dealing with

the financial management side, which is usually why a business goes out of business.

So our small businesses have a better survivability.

So yes, absolutely it is.

But there's different cohorts.

So the planners who come in and they're just doing planning, they're going to churn at a little bit higher than that five to six, 7%.

The people who come in, which we call small business management dashboard first, because we have a part of our tool is called a dashboard.

They're actually churning out at much lower than that because they're coming in to actively manage.

So we follow different cohorts because of

the different ways people find us.

And it depends on what cohort you're in.

And that's where we're actively trying to manage our business to get more people into that management space because our turn for that cohort is way better.

Cause you know, a monthly turn of say 6% is actually an annual turn of over 50%.