Category Archives: advertising

10.18.18
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Rate increases; the most debilitating piece of the personal insurance puzzle

Incomplete draft from March 15, 2015.  I could write this post, with very little variation, this week as well. That is a massive failure.  Adding any more to it would be a waste of time.

 

The setting; a longtime customer is hit with double-digit rate increases two years in a row.  First year can be absorbed but by the second they have had enough.  The end result; YOU keep the customer.  That is the goal right?  Find a group of people who trust you and keep their business with you as long as possible.  What happens?  His $5500 premium drops to $4200.  Yes, scary.  In that he decides to save some money and drops an umbrella.  We also move a child onto their own.  So where is the fail?

Well, he now is not a fan of the former company because he feels mistreated.   The former company loses him and also loses his sons household.  They lost the other son two years ago.  So now you are down three households.  Call it six policies but it is really nine.  Fortunately, you only cost me one household I managed to keep the other two.

But Billy, you lowered the premium they are paying didn’t you lose money?  You can make a case I did in the short term but did I really  I didn’t have to go find a new customer which is good.  I stood tall on the promise of taking care of the people who trust me which is good as well. With some technology that is not quite here yet the perceived loss will be even less.  But where does it start?

Thought 1; It starts with complete actuarial assessments.  Someone in their big home office made some mistakes.  Like the rest of the industry, they think most customers are dumb and lazy and treat them as such.  They are most certainly not and buying patterns have changed.  They think that customer needs them because their product is good.  It’s not, you are very close to being a commodity.  Most things you market are never used by a customer anyhow.  Remember, if they use that new add-on they don’t need they’ll likely be penalized. Maybe it is because they are so focused on the short-term and operate in a “silo”   I think this may be it.  See the underwriters and actuaries apparently are not in communication with the marketers.  They also are likely not likely listening to the actual people bringing them the business.  

10.16.18
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Just keep in touch

In the last week, a customer left, no news there, but I have donated to a fundraiser they did and do sort of know them. Yesterday, another customer came in with a gift for me and one of our team.  Actually very tasty olive oil.  The first one checks more “boxes” that most companies look for and spent at least twice as much with us.  The second spends half the amount of money and doesn’t “fit” common profiles of what a company wants.  Below was written May 2014 and has only been updated thanks to Grammarly.

Really, everything a company or a salesperson does seems to be geared towards a sale.  So many places online pitch social media success or “how to drive business  with social…”  Why must everything be about growing your business?  How about strengthening the business?  How about increasing profits?  How about simply using your strengths?  Use social to do all the things that your massive competitors cannot do?  How about realizing that before you spend money to advertise on social or run a contest or promote a post that there are a dozen or so free things that you can do that many of your larger counterparts cannot do.

So I come at this from the side of a developing insurance brokerage.  We tend to work with a pretty select clientele.  There is no advertising done.  So some thoughts;

  1. Before you spend any money, take some time and effort to get to know the people you already have in place.  Seriously, before you head out and get more customers or spend money solidify what you have in place.  Have you LinkedIn with everyone?  Have you shared a Facebook Page with them?  Looked for them on Twitter?
  2. How about recommendations?  Both LinkedIn and Facebook provide excellent opportunities for all these people you already know to say(type) nice things about you.  Just ask.  Start with the ones you think you know best.  While you are at it go and recommend the places you know and the people you have worked with.
  3. How about charity?  In my world, I doubt Geico will ever donate to a local charity and seriously why would your business simply donate to any charity or take out an advertisement in some sort of program just for the heck of it.  Support those that support you.
  4. We know large companies are very good at spamming.  In fairness, small companies can be as well.  Try and ignore the urge.  Seriously, double down on your efforts to keep up with existing customers.
  5. Do the things they do not or cannot; share the posts your friends and customers put up.
  6. Can your large counterparts refer their own customers to each other? Yes, Do they? NO, You can do this.  Connect the web of people you have around you and try and strengthen the weak ties.
  7. Instead of talking about rates be a resource.  Help make logical decisions,  Make an effort to bring them business instead of just taking their money
  8. Cracks me up when I see some sort of “canned” blog article appear on various sites.  I am also thoroughly amused by useless articles on Yahoo Finance and other sites.  Its like they have ten or so articles and simply make an effort to put out useless tips once a week.

Just embrace the fact that you are small and enjoy the heck out of it.  Why wouldn’t you?

10.02.18
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Marketing pieces are valid….just not yours

This was the basis for two postcards I had done in 2012.  I liked them, still do. I like most things that hold up over time and the things on here do.

Then the next blurb I wrote was called “What does your agent have” this is a post I can probably write weekly if not every other week.  The same format of a solicitation keeps coming.

In my opinion, and there is a bit of data to support this, mailing campaigns still work.  Period.  We have done several this year and they have all produced several results.  Why?

  • There is a reason for mailing and it is not purely an immediate ROI that only equates to sales
  • The message in the piece is accurate and has some amount of useful information in it

The first point; If your mailing or postcard is purely to generate sales for your company, you have already lost.  You should probably go plant a tree to at least lessen the negative impact you have on the universe.  You have already wasted the time of the postal people and whoever did the mailing.  Purely trying to pull someone in with numbers is not nearly as effective as if you include some value.   Trying to get me to do a quote is “normal” but what if you have a couple of sentences of information that they can use without you?  Build some good will.

The second point; Public data is amazing but not perfect.  Using the purchase date of a home is sort of clever, but not nearly as clever as knowing when to interrupt a cycle.  Sure, I do not expect everyone to have identical coverage to me but there are a few coverages that really should be standard.  How would you answer the question “What coverage do you have?”   And the follow up to this is, “Well why didn’t you offer me this coverage?”

It’s their money, help them spend it DON’T tell them how to.

Oh, and if those numbers require “*” and really tiny print, please reconsider how you treat your fellow humans.

I suppose putting together an ” 18 things to do in 2018″ is still reasonable, but 12 in 12 feels and sounds better.  Not to mention, my views on time have evolved a bit since than.  Sure, society agrees that the years end and we all “reset” to some degree.  But to much of that mentality doesn’t work, not sure that it ever did.

 

09.30.18
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Review and repeat, It’s a cycle disguised as a tag line

Today’s idea comes from a silly, boring post in 2011  Although it was a short, almost lay, post, the message is correct and overlooked.  I’m guilty as charged.

But how do you find ” an average savings of $432….”  when reviewing auto insurance.  Well, the game is more or less rigged.  Some of it can mimic “self-sabotage” but it is really corporate laziness/indifference?  Here are some facts/scenarios to consider;

  • Insurance rates change. Period.  Sometimes a company can do it once a year…if the regulators cooperate.  Certainly every 18 months.
  • “New Programs” remember this new program is for NEW customers…but don’t worry you are a Loyal customer….You’ll continue to have the one-sided loyalty illustrated by not having access to the new coverage and rates
  • YOU change, but your company is not obligated, sometimes not allowed, to use this in a positive way.  But don’t worry, they’ll use it in a negative way.
  • Oh, and that “accident forgiveness credit” you actually PAY FOR, ask about your rating tier.  That may not be covered by the credit you are wasting money on

So, if you are merely “shopping” for insurance because ” I feel like my rates are too high, blah, blah, blah”  consider;

  • Are you really saving that much money if you do not know what the BEST current rate is from your current company? Actually, no.
  • The best way to save money is actually NOT to shop.  Make it a planned review no LESS than every two years
  • You DO NOT want to save more than $200ish on your auto, home, umbrella package!!!  Why?  Because if you save more than this you likely missed a cycle.

Advertising that leads with price and phony savings is bad for humanity and to a lesser extent the entire insurance industry. But, the fault lies in companies who are not willing to review their books of business and strive to keep people who fit their current underwriting criteria.  BUT, if the current marketing criteria are too different year to year or every three years, a company will likely never be as profitable as it can be.

So maybe it is the companies who need to do the reviewing?

09.28.18
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Adding value to car claims

Well, I have some relevant experience lately and this post from 2010, updated in 2015, is the same advice I followed and still give out.  But, along the way there where several missed opportunities to add value to an insurance brand.

  • So your car is on its way to the shop or in the shop and you need a rental. Now, my experience with Hertz and Enterprise was as expected; average.  Nothing bad nothing worth noting.  What would I like to see different?
    • There are ALOT of people who cannot or it would hinder them to have to give the $50-$100  hold on their credit card for the rental.  This can be an easy fix
    • I suppose a reasonable amount of empathy from both places.  But, I wonder if they actually understand the insurance claims process enough to empathize?
  • Lots of talk about BMW, Tesla, Volvo, etc. making programs where the car comes with insurance.  There are several affinity programs that exist as well.  But, when I stepped into, as the kids and I called it, The Clown Car.  Really was a Nissan Versa, not a bad ride just “what was available” I was underwhelmed.  Then, accident two happened and I was in a Subaru Impreza sedan.  Ironic but very nice.  That is when it hit if you have a car brand, why are you not working closely with insurance companies as well as rental car companies.  You have a captive audience that can be narrowed down to people who MUST BUY A NEW CAR.  What a missed opportunity.  Sure, there are some people loyal to brands but I bet there are thousands, if not hundreds of thousands who would “try” something either intentionally or because it was an equal option. This could also end up being a place for companies to save money on claims?
    • Look at all the car advertising you see on the internet, in your mail, etc.  Wondering; what is the cost to get someone to buy a car?  What is the average cost of rental cars during a claim?  Well, the coverage typically available is between $900-$1500.  How does that fit with customer acquisition cost?
  • Although I like telematics, adoption will be a challenge in the largest part of the market, the middle.  Why?  Retrofitting older cars?  Well, there is an app for that.  It is more trust that does it.  So I had a new fancy Subaru with all sorts of features my old Scion didn’t have.  This was interesting.  Is this another way to get people used to having things in the car that bring value?
  • I’m not a fan of more advertising, but I am still left wondering why Hertz/Enterprise, again they have a captive audience, didn’t attempt to make me like them?  Both had a nice experience at the counter and I did need to call both and both were ok.  But, again, here is a chance to differentiate.  We travel a few times a year and may need to rent a car.  Who should we choose?  My wife has a corporate program she is a part of, maybe now is the time to really “wow” a family?
    • ” Oh, you are part of the Gold Program, we won’t be putting a hold on your card….”
    • “Oh, I see you have $30 a day, but wait you are part of our Gold program so here is an upgrade……”
  • Maybe you can even go a step further and tell your car renter that, if they need gas during the rental and go to Sunoco(just an example) please scan the card on the keychain for $.10 off a gallon….

Here is to hoping I avoid any more field research with rental cars and claims 🙂

09.20.18
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What you can do that they can’t

Apparently, I forgot to hit publish in September 2013

 

Enough already, so sad that industry publications continue to write articles about direct writers (state farm, allstate, geico, liberty mutual, etc.) and how the independent agents are competing against them.  Are you really?  Maybe it is time for a solid look in the mirror.  While you are at it maybe you look at your business plan as well.

Some things to consider;

1. Do you really want their customers?  I like leftovers but my wife is a great chef.  Her leftovers are the only one’s I eat, I’m not interested in anyone else’s.  The lesson, focus on what you want instead of what they do not want.

2. Let’s face it, most companies want the same preferred business; great credit, own a home, have a college degree, married.  Do you?  Funny thing, in my experience, I do not see this very often among the Geico policies I replace.  How about you?

3.  Do any of your carriers not have a top notch call center?  Don’t you have to have one if you want to be in business today?   Thing is just because you advertise it doesn’t mean it is any better than a company that does not advertise it.

4. If you have an agency management system you have all sorts of ways to automate your follow up with current customers and prospects.  Thing is you can time it up so you regularly reach them with VALUABLE information.  Please let me know the last time a valuable piece of direct mail came from a direct writer….Yup, me neither.  I think you might see a narwahl first 🙂

5. When was the last time you went shopping and the only thing on your mind was price?  Go look in your kitchen, let me know how many store brands there are versus big companies.  But that is not the real comparison see most of those store brands are made by the big companies.  Now look again, do you have any of the real cheap cans of vegetables?  Boxed goods?  Odds are the customers you want don’t have them either.  So why are you still worried about the price?

6. LOYALTY is most often reserved for PEOPLE, not brands or companies.  How many people know their call center rep?

7. Based on my results and likely yours, you can get competitive rates for 8 out of 10 people you talk to.  Let’s be conservative and drop that to 7 out of 10.  7 out of 10.  There is no mathematical way that if you only have one company you can duplicate that result.  So why spend the time on the 2-3 people that you cannot get a competitive rate for?    *See number 1 ” do you know who you want”

8. Back to loyalty for a moment.  You’ve built a business but have you built relationships?  We are in a long term business, the profit from any household/customer/client/business rarely comes in the first year.  How are you keeping them around?  This is differentiating yourself from those companies you are supposedly in competition against.  Heck it is also solidifying your position among any of the other local insurance options.

Bottom line, BUILD YOUR BUSINESS.  It will build faster if you focus on what  you can control.

05.05.16
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Insurance and Time math…again

So I get a call from someone at a fairly large, established agency.  Had a few questions, was trying to “help” someone out.  Nice enough, but not necessary.  I appreciate the effort, I really do.

About two hours later I was on the phone with a new friend(some say client/customer) and was binding their policies.  Could be coincidence that this person was with the same agency that the other agent worked at…or maybe it isn’t.  Lets dive a little deeper;

I am all for helping people and sharing information and ideas.  Honestly not sure that I ever declined the opportunity to help and tend to be proactive with ideas and information.  But in this case, the deal was dead on arrival and likely represented zero revenue.  It also cost the ultimate and only equalizer, time.

Now the other one.  I was actually helping a friend out with this one as well, see I help.  In this case there were five or so policies and my help was needed with two so the other person can do the other three.  No problem.  Everyone wins, especially the new friend who now has two professionals working with them and a disgustingly large savings and better policies.

So if you are keeping score; another agent needed help and now we are both taking a nice package from a much larger agency.  The new friend(customer) was cool as can be but couldn’t understand why his agency of 10+ years hadn’t done this.  He didn’t need the full explanation but here goes;

Flight Control: ” Maverick you’re at 3/4 of a mile. Call the ball”   

Maverick: “Roger, Maverick has the ball.”

Great movie, great scene and for some reason it came to mind when writing this.  Why does it matter?  Because Maverick saw the ball; he saw the light which showed the clearest path to land the plane.   Most agents/agencies are distracted by so much nonsense and therefore overlook the obvious, easy paths to a “sale.”  They also seem to overlook how awesome retaining a customer is for the bottom line.

The agency that gave me this business, let’s be clear they let it go, has at least as many markets for this business as I do and likely has 50% more.  But they let it go.  Clean records, pay in full, seems nice, clean buildings, etc.  Everything you want.  Baffled.

Now some math, rounding the numbers to semi protect things;

Agent A had this package at $5000 and was earning 15%(conservative) commission so; $750.  Nice.

Agent B +C now have the package with more appropriate and improved coverage for $3500. 15% is now; $525

Now lets dive deeper; this “lead” cost neither of us anything.  Based on his past behavior he’ll likely stick around for a while.  Also, had Agent A simply been a bit proactive this person would have likely been thrilled to have a new premium of say $4500.  So you would have “lost” $75.  Not really.  You would have made a human being/paying customer happy and likely kept his revenue for several more years.   Also, if you had any sort of process in place to manage data the transaction can be done in less than 30 minutes.

To make it worse, I put my piece with a market you also have access to.  Sad.

But hey, I see your advertising all around.  You’ve been in business a long time, you have some sort of referral program, you “use” social media, etc.

But you lost sight of the ball……thank you.

P.S. The American public needs you to do better.

 

03.09.16
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The most powerful paragraph in insurance

AKA  My and the Insurance/Banking industry’s simultaneous biggest problem and opportunity

AKA What #insurtech should be trying to solve but outside of me and maybe some people I have not found yet, is not.

Really it is two paragraphs.  One that comes from a standard document that you’ll find in your policy forms. Yes, I know you likely do not read them.  Also, the version in your state may be different.  The other is a direct quote via an email.  I see or hear variations of the second one every week.  So here goes;

In connection with this insurance, we previously used a credit report or obtained or used a credit based insurance score based on information contained in that report.  We may obtain or use credit information again provided, however, that upon renewal such information may only be used to reduce premiums.  An insurance score uses information from your credit report to help predict how often you are likely to file claims and how expensive those claims will be.  Typical items from a credit report that could affect a score include, but are not limited to, the following; payment history, number of revolving accounts number of new accounts, the presence of collection accounts,bankruptcies, and foreclosures.  The information used ot develop the insurance sore comes from Transunion.  If you have any questions about the use of credit information in insurance underwriting, you can contact us at 1-800-***-**** or write us at p.o. box______________ or via fax at 877-***-****,  When you write us, please include your name and policy number.

Here are a series of questions I am pondering;

So when negotiating for this right, did companies really just build in a “backdoor” to cover them if it didn’t work?  Think about it; if this was so accurate why do they reserve the right to raise your rates after claims?
Is this really a “customer centric”approach?
Why don’t they actively use this awesome tool to retain you as a customer?
Depending on what blog or newsletters you read, depending on who you follow, depending on who you work with/for you’ll catch almost the  “excuse of the week” when it comes to fixing the personal insurance marketplace.  The saturation point of unexecuted thoughts and ideas has been reached a long time ago.  I prefer things much simpler; acquire customers, take care of them, keep them.  By keep them I mean BY ALMOST ANY MEANS NECESSARY.  I like to think I follow a good cross section of people/companies.  Yet they all see to alternate what the excuse is for not being able to help the customer.  So many are focused on new business and will spend whatever time and money necessary to get it but most overlook what they have already.  Silly and sad…..but creates an awesome opportunity.
2.  “Billy,
Why would the rate go up 50$ shouldn’t it decrease over time? No tickets, no accidents… Is there anyway to lower the rate? It just doesn’t sound kosher that the rate they want now would be more then the initial payment with XYZ, then the second payment decreased to around 680$ which I’m fine with… “
Quick Back story for you insurance people; came to me as uninsured, single, male.  I was thrilled with the rate he obtained. Then, for the next six months his rate went down, then after that period his rate went up.  In the meantime, as I do, I checked my markets to see if anything better was available.  His rate, although inexplicable raised, was still the best I could offer.  
 
His logic is completely sound.  This is, sadly, the once accepted but should no longer be acceptable, norm.  This method of doing business is exactly what is allowing newer companies to come in and try and “disrupt” and old system.  Crap like this is why your agent might be pounding you with a useless newsletter or article.  This kind of behavior is not considered acceptable in any of your other buying experiences, why do we as a society allow it to continue?  
 
The short answer is I don’t…but more often than not am outnumbered.  The odds are long, but the payoff is massive.  Based on my(my company’s) growth rate, people like the way I do business.  But currently we come up short with technology and people power and to not bore you with analogies, it’s just tough.
 
Take from this what you want.  I gain more answers and fine tune things almost daily.  Almost daily I am also inundated with silly reports and nonsense being pushed by marketers and companies onto my fellow agents.  Such is life…currently.  I/We keep moving forward.  Actually close to a pretty massive move/shift that will greatly accelerate things.
 

An aside that is sort of related; A long ways back it was a Monday afternoon and a coach was giving us JV’ers a pep talk.  During this we watched the other team line up and he pointed out a couple of very large people.  He was very quick to point out, if they are so big and bad why are they playing on JV?  Yup, simple, profound and very logical.

I think  of this after just about every article, white paper or study I read.  If the people writing or being quoted know so much about how insurance is bought and sold, maybe they should start their own insurance brokerage or go to work for a broker or company?  The reality is things might accelerate if they did.

ONE HUNDRED MILLION or more people will benefit from these changes, would you like to help me?

12.28.15
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Maybe the insurance industry is just a reflection of society

Reality is this; insurance companies are run by other members of our human species.  They are also influenced by their surroundings both human and inanimate.  They are influenced by many of the same ideals, both positive and negative as the rest of us.  There is a lot of talk about “disruption,” #insurtech, #fintech, and #bigdata.  The industry is “ripe” for change, blah, blah, blah.

Yes I have many of my own thoughts, heck it’s my blog so of course they are my thoughts.  This dawned on me the other day;

Maybe the insurance industry is just a reflection of society.  But how?  In what way(s)?

So it came to me right in the midst of the holiday season.  Many of us buy new gifts for loved ones.  Many households, especially those of us with children, are likely experiencing an overload of toys.  Some of us now have items we don’t need, didn’t ask for and likely don’t want. BUT, I am hopeful we appreciate the effort.

I’m hopeful that many of us still appreciate what we have and don’t simply throw away what we have to replace it with the new and shiny.  

Than again, we will still have building after building of storage units for all the “stuff” we cannot bring ourselves to throw away or sell.  *Not sure where this fits in, are we all, on some level ,hoarders?  Are we so appreciative of “things” that we cannot throw them away?

But how does this fit the industry?

The average retention rate of a company and even brokerages/agencies is not talked about often enough.  When it is talked about, it seems like a “white flag” has already been waived and that they simply accept the fact that they will let customers go

**This is important, whether you are a company, agent or broker you let people leave more than they actually leave you****

WHY?

No idea really, the math and every basic human as well as business idea/philosophy tends to go against this.  But this is where I am beginning to think that the cause is much deeper than business and math.  Maybe it is deeply rooted in the subconscious.  Maybe it is tied deeply with your personal characteristics and how you are influenced by society.

Let’s face it, most of us ignore the ideas of repurpose, recycling, repairing etc.  Many of these people also simply buy new since it is convenient.  Maybe it is a lack of appreciation for what they have already(think profitable, blindly loyal customers).  But when it comes to insurance this attitude is very, very expensive.  Think SIX BILLION + in advertising expenses instead of less than a billion(my guesstimate) in retention expenses.

How do you/we break the cycle?  At what point will a company “stop the madness” so to speak and start appreciating what they have?  The practical examples are readily available; the older couch goes from the main living room to the play room.  The used car goes from you to the teenager.  We re-use some paint from one room in another.  Leftovers should still taste good the next day or beyond.

Back to the customer; you are hired this year and if you are lean enough you turn a profit this year.  If it takes longer than that, all the more incentive to keep them longer.  But how do we keep them?  If you have a system that automates most task, this could be fairly easy but;

It starts with your underlying principals and philosophy

If you appreciate what you have and show it appreciation it will appreciate you back(stay longer!)

If you own a car and want it to last you’ll change the oil.  It doesn’t mean the car has any less value.  If anything, changing the oil(investing a little into an asset) makes the asset worth more since you can keep it longer and hopefully avoid costly repairs.  Pardon comparing a human to a car but the analogy fits.  Keeping a customer longer does not ensure that they’ll be profitable but you’ll have no chance at profitability if you let them leave.

The big wave is already happening in insurance.  But maybe, actually definitely, those that can profit most from it will likely need to be accepting of a bit of an attitude adjustment.  I’ve written on it before, let’s look at companies like Terracycle.  Let’s look at Zappos.  Heck look at any of your local businesses who you are loyal to.  Now look at your insurance company/broker.  Same feelings?

As much as new technology is needed, technology will not solve the underlying societal problems that have infiltrated insurance thinking.

10.22.15
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Buying patterns

Here are a couple of favorites from the week.  Both happen to be tied to Amazon and both pretty perfectly show the future of personal insurance.

  1. So every 2-3 months I neeed a new pair of running shoes.  Now I know the kinds I am willing to buy and I know my size(think baseline of coverage)  I also know that I am not too particular about color or which of the two I choose(think commodity and company branding).  What I do know is what they should cost.  Sadly, I would like to support Zappos but they do not have what I need.  I then would not mind Amazon since I have prime and that can keep the price down.  There are a few other running specific stores I like but they do not have my size(underwriting).  So I go back to a company I have used before, Kelly’s running Wharehouse.  They make it easy, they cover everything I am looking for, free shipping as well.   This is just one of many smaller companies who have figured out how to compete.
  2. This right here flies complete in the face of the entire insurance industry, except me  🙂

Greetings from Amazon.com.
You saved $2.15 with Amazon.com’s Pre-order Price Guarantee!
The price of the item(s) decreased after you ordered them, and we gave you the lowest price.
The following title(s) decreased in price:
Crazy Sexy Juice: 100+ Simple Juice, Smoothie & Nut Milk Recipes to Supercharge Your Health
              Price on order date: $19.88
        Price charged at shipping: $19.88
 Lowest price before release date: $17.73
            Amount to be refunded: $2.15 (+ $0.18 tax)
                         Quantity: 1
                    Total Savings: $2.15

$2.15 is your total savings under our Pre-order Price Guarantee.
You will automatically receive a refund of $2.33, which includes $0.18 on tax paid.  You will receive an additional e-mail when this refund is processed.

That right there is a very basic note that was in my email.  That right there pretty much sums up everything that is wrong with the personal insurance marketplace.  It’s about me the customer.  It’s not about you the company.  It’s about giving a little back to keep getting a little for a longer amount of time.  

Safe to say this is where I am and where I am heading all at once.  On the surface it looks like a philosophy driven approach, it is.  But at the same time it is backed by a lot math.  Math does not lie.  Commercials do.  Statistics do.  Companies trying to sell do.  But a philosophy backed company driven by math and data does not.

Thanks for listening.  Just another piece of the puzzle.