No SBA, No Investors: The Liquidity Access Line

Yeah. Well, we're going to get into more about your point about buying small and, and how you saw that as a hedge here in just a second. But just to close out on why, more on why this business. First of all, it seems like there was great business buyer fit because you had all of this sort of marketing sophistication coming out of Adobe and this is fundamentally a marketing advertising business.

And in you knew there was also this, this trust factor because you knew the seller or at least you kind of shared a network. Anything more to say about what it was about this particular business that you liked other and size. And we're going to get to the size in a sec.

When I worked when I was at Adobe, we're doing these big implementations and managing these, this digital marketing infrastructure and we do this complex customer journey platform and you get all your data, you connect it here, here, put your ads out to digital channel your email or website or XYZ and these big Fortune 100 Fortune 5 companies consistently out here. Can this integrate with my…

And I'd say why, why do you need a dinner? Like why are you doing direct mail? And they'd always say this is one of our highest performing channels.

And we'd say okay, yeah, sure. But you know, I thought of it as old school and I had that conception but I still had something on the back of my mind. So there's three themes that I think make it me unique as a great fit for this business that I've seen playing out.

Number one is a concept that we call the analog revolution. And this is the pushback and Distaste of just the unbridled progression of technology, especially when it comes to ad tech, ad blindness online, when anyone can create an infinite amount of content and anyone has access to distribution through the social media channels or advertising networks, then there is just a lot out there and it's…

You'll see, you know, I'll get targeted with stuff. It's like I replace my marketing team with this one AI prompt. Okay, well when the AI prompt is controlling everybody, everybody's marketing is going to look the same.

So how do we stand out? Meanwhile, the data maturity. I talked about the data that we have access to on homes and homeowners.

I this data has come such a long way in terms of targeting. So we basically take all the data sources that you can use for digital marketing targeting and it's layered on home data that comes from public records and deeds and home sales, et cetera. Highly valuable stuff for home services and other people that want to reach homeowners.

The part of the, and the third theme that kind of goes into that is complacency in the industry. It is a, you know, not a lot has changed in terms of who's kind of the incumbents in this industry. There aren't people that are coming from the digital marketing side into the print side now.

There's a couple of companies that I follow that I think are doing an awesome job that like integrate with Shopify and they'll essentially activate direct mail use cases where it used to be email use cases but now all email goes to the spam filter. Well, there's no spam filter ad blocker in the mail box.