[mattglossop]

Totally fair point. We think that beginner investors already have a ton of resources at their disposal. There are a lot of platforms aimed at making it as easy as possible to start investing for the first time. We're focused on people who are already investing and who want to just have more clarity as to where they stand financially and whether their goals are actually on track.

The no-custody aspect is really a starting place. We wanted to eliminate the usual friction that investment platforms impose in asking people to transfer their assets before receiving service. We think this is one of the biggest points of friction in financial services, and one which drives up CACs across the industry.

Functionally, what happens with our platform now is that we show you exactly what to invest in with specific ETFs to buy and keep you on track with regular rebalancing instructions. You then make those trades wherever you're already investing. Trades sync to our platform through an API connection (Plaid/SnapTrade) so you can see your progress towards your goal.

Our aim is to add a custody solution as well, letting users trade on the platform, but we always want to offer the non-custody solution as an entry point for users, making it super easy to get started and gradually earn user trust.