Liquid Wealth: How Investable Assets Can Change Your Strategy in 2026+

Well, welcome to, Windfall's webinar series. We're talking about, liquidity today and specifically around investable assets, how that can change your potential strategy in 2026 and moving on. My name is Roop Banerjee. I'm the cofounder and CEO of Windfall. You can see my email address right here at karoop@windfall.com. If you have any questions after the webinar, feel free to email me. But, also, throughout this webinar, if you're interested, feel free to use the q and a button, and I'll try to weave in or try to make it a little bit more interactive. In fact, that's what we like to do here for our windfall webinars as well. So with that, we'd like to start with a poll. So let's go ahead, and we'll start kick this one off. Just trying to understand a little bit more about why you joined today's webinar, learning about investable assets holistically, workflows, see how other organizations try to leverage this. Or if you're just interested in windfall, we're also okay with that too here as well. But we'll let everybody just take a moment to fill that out as I continue with our agenda for today. So just really quickly, in terms of what we plan on covering today, we're gonna go through a quick windfall overview. If you've been on some of these webinars before, they'll be fairly fast. But then from there, we're gonna go really quickly into net worth and investable assets. Now our product, our core offering here is around modeling this out, so you'll see some windfall wealth insights as a part of this. But as I mentioned with some of the polling questions here, we really wanna figure out, well, data's great, but how do you actually put into those workflows and change those strategies moving forward? As I mentioned, if you have any questions, please let me know. But as we get kicked off here, let's start with that windfall overview. And let me go ahead and share the results real quick. So it looks like a lot of folks is a little bit blended here, but mostly around investable assets, which we'll spend some good time on. Great. So really quickly on windfall, if you're not familiar with us, we were founded in 2016, and, really, the premise was around, hey. Looking at existing folks is harder than ever. That was back in 2016. It's even harder today in 2026 as well. And one of the reasons behind this or one of the reasons or support behind that is a lot of the things that we see around artificial intelligence as a research as well. In fact, we saw this graph. This is from Google around their search values, around data enrichment and third party data. If you look at these peaks, it looks like a lot of folks are asking question around data today and being able to access the relevant information. We'll get a little bit more to that caution later on in the presentation. But, really, if we think about why Windfall was started, it's our vision to democratize access workflows and insights on people data. We call this people data because while we are focusing on wealth today, we also have other attributes around psychographics, around career information. All of that into consideration is around a person or people. Now, ultimately, why do we really start, some of this and and some of the problems that we still see today in the ecosystem? Well, the first is there's really no good detailed net worth available. We'll get into that in a moment. But folks are utilizing things like household income or home value, and that's pretty bad. And then the final thing is that organizations have to decipher, is that good or bad information? Remember I mentioned, are you a data expert today? Well, if you're not, how do you know if that information's actually good? You might rely on anecdotes or gut feel. To illustrate this a little bit further, Deloitte did this study where they took a look and said, hey. Let's look at some of the data that they have, and let's look at what reality shows. If you scan the first three rows, that looks pretty good until you start to get the wealth. And in fact, they found that around 50% of this data is inaccurate. The reason behind is a lot of them rely on survey or census data that gets extrapolated out, and that might have worked in the nineteen forties and fifties, but there's a lot of different folks out there today. I'm very different than my neighbor. That's very different than the person that lives across the street. In addition, the data's refreshed fairly infrequently, an annual cadence, quarterly updates. Well, at the end of the day, if we take a look at even the recency in economic activity, and we'll speak a little bit about that in a couple of slides, what happened in April is very different than what's happening today in September 2026. The result of this is over $20,000,000,000 a year is wasted due to inaccurate data. Now when we come into play, we really think about wealth. That's what we know about. And we have captured most of the wealth in The United States. We'll talk a little bit about later in the presentation. We have over a 100,000,000 households, and, really, what you're mostly probably focused on if you join today's webinars is affluent US households. We define it as anybody over a million dollars in net worth. So net worth is a little bit different than investable assets. We'll get into that. But we are currently working with over 1,500 organizations across the country. Now the ways that most of those folks use us is around enrichment, predictive modeling, as well as marketing net new acquisition. But this is effectively how it works is that you take your data sources, you put them into Windfall. We're able to then unlock these use cases. And so, ultimately, if your segmentation, if you're thinking about insights inside your data I'm actually gonna be demoing that close to the end of today's webinar. Okay. So that was enough about windfall for the moment. Let's talk a little bit more about net worth and investable assets. So when you're taking a look at net worth, and it's it's always, interesting, especially even in today's world. When we think about net worth, people still use things like income. Income is not your net worth. Right? If you think about an income statement versus a balance sheet, that's really what we're talking about right now. Your net worth is your balance sheet. Income is what you generate every year, but whatever you keep in the bank, that's your really your assets. Right? And so savings would be in there, your home property, your car, retirements. Like, any of those would be assets. You take away liabilities, like a debt associated with this as well, and you get a net worth figure. Now, Windfall, we model out net worth. We don't have student loans or credit card debt, but we actually model out a precise net worth value. So we can say, hey. I found John Smith. He's worth $2,300,000 versus Jane Doe worth $49,900,000 instead. Now we won't go through all of our sources, but in general, right, if you take a look at the right hand side, these are some other ways that you can accumulate or at least think about how we model out wealth. Now in addition to that, Windfall for the last ten years has really been thinking of it not only about your balance sheet, but the liquidity associated with that as well. And so if we take a look at some of the liquidity here, we can see that Windfall has actually taken a look at understanding stocks, mutual funds, bonds, retirement. All of that comes into place when you're taking a look at the overall balance sheet, but now we really want to take a look at investable assets. It's also known as liquid wealth. And so a lot of the data you'll see on the left hand side is modeled against the survey of consumer finances, which is, issued every, other year as well as a full refresh every three years. And so, in particular, we want to make sure that our allocation looks pretty similar to where people have inputs in their model for a wealth classification. So this is some of the ways that we think about it. Now if you think through kind of what has happened most recently, well, when we look at investable assets and we look at overall wealth, it's not just around one asset class. Hey. That person lives in a really nice home. Oh, that person happens to be, you know, like, sold their company. All of that stuff is true. Right? But, like, let's take a look at the right hand side here in terms of the different sources of wealth of how you actually take a look at net worth. Well, if we sit here and we say, hey. There are things like your primary residence. That matters a lot when you're on the lower end of the spectrum. But if you're a billionaire, your primary residence doesn't even show up really on your overall wealth consideration. Business interests do. So if we take a look at Elon Musk, right, he famously doesn't really have a property, but he has lots of wealth tied up into his business. Is that all liquid? Not necessarily. He can't sell all that stock from Tesla or SpaceX at the moment. So we really have to think about, is that investable assets or is that not? And so, ultimately, here you can see their liquidity actually might be fairly low as an overall percentage of their net worth. Now this changes because you could have somebody worth $10,000,000. And what if they had $10,000,000 in cash versus somebody who's worth $10,000,000, but they have everything in their properties? This is where it's not exactly equal in terms of thinking about the wealth profile or the investable assets of any given household. Now to back up some of the research we did, we looked at some independent data as well. And today, in terms of the wealth that's being created, it's actually a lot to do with things in the market. In the past, wealth in The United States is really tied into homeownership. We see close to around 70% of the population owning homes today, but the valuations of those properties are not increasing at a dramatic pace the way that we've seen the equity markets actually outpace in the last couple years in particular. Now you can see liabilities overall are fairly flat, but you can see that there's an increase in overall assets. And that really comes more so from thinking about your overall corporate equities and mutual funds in particular. So this one right here. As we think about that, though, right, we start thinking about, well, what is that increase, and how do we actually think through that? Now I we're not gonna sneeze at the real estate side too much even though it drove $1,100,000,000,000. But overall, you can see that there's a lot more in those equities and mutual funds in terms of the overall increases quarter from quarter. Right? And so, ultimately, when we're looking at not only the markets, think about four zero one k's, and there was some more recent ones where, you know, Vanguard, Schwab, everybody has been talking about that the amount of folks that actually have in their retirement account million dollar funds has actually increased by more than 33, which is now a record breaking amount of people that have over $1,000,000 in wealth in their retirement portfolio. Now if we look at the spectrum in terms of the households and looking at this as allocation, this was done by the Federal Reserve earlier this month, actually, I believe. You can see that the investable assets that a given person has and, again, we're gonna put investable assets, anything that's liquid that can be turned into cash fairly quickly. Well, if you're looking at those equities, if you're looking at other things like deposits and money market funds, right, those are the ones that we're including, including some of the debt, like bonds as an example, but your primary property is not included in there. Right? You can't sell that very quickly. You might be able to sell it for liquidity, but it's not liquid today. So as you get higher up the spectrum, the investable assets overall remember, I mentioned each household's gonna be different. But from an aggregation perspective, you can see that most folks on the higher end are starting to have more liquidity than those on the bottom. That tends to make sense, especially when you think about wealth allocation. But why are we talking about this today to a certain degree as well? Because as we've seen the great transfer of wealth, and we have some other webinars on that that we've spoken about it. But if you're trying to engage in these high net worth households, and you don't might not even be in wealth management, but you might be in fundraising and nonprofit, you might be in travel and hospitality, where is the loyalty that we can really see around the spectrum? Well, if we look at wealth management alone, there's been a lot of folks who are in this this particular sector, high net worth individuals, who most likely are not just working with one firm in a wealth management perspective. They're actually starting to spread out the, quote, unquote, wealth to more firms and figure out how to diversify even from the folks that they are loyal to. So this is pretty interesting in terms of the ways that you're thinking about share of wallet, how you think about your overall approach in terms of engaging with folks that might have liquidity versus those that might be cash poor. And so a lot of that comes into place in terms of taking a look at, well, how does The US really step up in terms of the overall wealth perspective? So let's skip into some of our own insights. As a reminder, we refresh our data every single week. And so we put together some stats, and we are pulling some from earlier this year as well where we refreshed the top 1%. But if you take a look at the overall wealth held by US households above a million dollars in net worth, that's around 15 to 20% of the population. We've actually seen in the last six years, so starting at the beginning of 2020, you can see this is the pandemic, we've more than doubled millionaire households. But the folks that have doubled have actually increased their share of wealth holistically because you can see it's a 177% versus a 121%. And for the first time, we can see that 80% of wealth is held by high net worth households. Again, over $1,000,000 in wealth. And the key questions that we generally have here is, okay. Well, where is that happening? Are these folks in your database today? And what are the strategies you currently have right now to actually engage on them? Now for fun and just to keep everybody, awake during the rest of the presentation here, we have a second poll, which is really around what do you think it takes to be in that top 1% in 2026? And gold stars, if you've read our articles before and are able to glean this, this one is not a trick question. In some of the other webinars, we've we've made this more of a trick question, but this one's not. So feel free to take a moment. Alright. I think we got most folks in here, and you guys are a very good audience because, when I took a look at this, it looks like, y'all actually got the right answer, as a group. Right? So the answer to that question is about $10,000,000 in net worth. Now this is a national average. So you can see that we've been taking a look at this on a quarterly perspective, and we did a refresh in May when it actually hit 10 for the first time. And if we looked at this number, it might be, like, 10.1 right now at the moment or probably hovering around 10 as well. So, specifically, when we looked at this increase, we see that this has actually increased by about 47% since 2020. Right? We only went to 2024, but in in 2020, to be in the top 1% across The United States, it was $6,800,000. Now, of course, there's inflation. There's other things associated with this as well. But, like, generally speaking, that's a pretty massive increase. And so depending on where you live, though, this might be the trick question of saying, hey. What is the relative wealth to be in the top 1%? We just said this is a national average. Well, we actually published some of this data earlier this year in April to showcase what does it mean to be in the 1% in every straight state across The United States. So let's take a look at that alphabetically here. And then I'm gonna go ahead and actually highlight some of the areas that I think are fairly interesting. One is around California. Right? So California has the top 1%. You have to almost double the net worth to be in that top 1%. That's only dwarfed by locations like Hawaii. Hawaii, you can see this is 21,000,000. It's the smaller population, and there's a lot of wealth that's tied up there. This has to mean that you're a resident in Hawaii itself. Now some other ones that are also interesting to take a look at. If we looked at Idaho at 9,100,000, this is more than doubled. So it used to be closer to 4.8. And then the same thing happened in places like Utah, where it was closer to five. As we mentioned, there's been an increase of 47%, but some of these states are actually out punching their weight class versus in California, it was still pretty high six years ago. Was closer to about $16,000,000 instead. Well, we don't as I talked about people data, it's not just about the wealth consideration. We're also taking a look at the differences between The US population and that top 1% from a net worth perspective. And on the left hand side here, you can see that they're interested in financial investments. They're collecting. They're thinking about their own home. That all makes sense, right, as you take a look at that. But on the flip side, if you look at the differences, they're not into common living. They don't really like sweepstakes, and they're less religious than the rest of The US population. Well, this starts to make more sense, but we're here to talk more about investable assets and other industries where that actually, gets picked up on. So we talked about income, compounding, investments. So what are the industries that we actually see the top 1% shifting as well? And, again, these are hot sectors. So it doesn't necessarily mean that these are the the places where there's the most wealth, but there's been the most changes in wealth or growth in wealth over the last couple of years. So what we can see here is that this is the median net worth for those folks, and now here's the median net worth in 2026 with the overall accounts for folks over $1,000,000 in net worth. What's really interesting here is that these are types of industries that if you're looking at where somebody potentially works or seeing if they're a rising star, do will they have liquidity in the future? You wanna steward them in some way, shape, or form? Well, we can see really quickly that tech is not actually on this list, but that's actually okay because technology is obviously here. We we didn't wanna say it's lack of of growth, but technology in general, if we take a look at The US economy right now, still has a very high proportion of wealth in it in particular. But as we look at macroeconomics and in 2026, you can see oil and gas here is also highlighted, but we can see even more with the conflict in Iran what might actually occur for the rest of that industry as well. Okay. To really capture this, we have some support of our underlying data as well around homeowners to really showcase what that does that mean for you or as you're taking a look at your own population, is wealth just really getting tied into real estate? Well, we actually, similarly to the Fed, have seen this in our own data. We have seen that even with, homeowner property going up, your liquidity is also going up. Maybe not at the same pace because you still have the property valuation, but you still have more liquidity. So just take a look here. Right? If we say that there's a $160,000 investable assets and around $500,000 for what your property or your net worth is, sorry, if you're a homeowner, Well, we look at this ratio, and you've increased it by a 185 k. Well but your investable assets has actually increased by a 104 k. So maybe the delta there is that real estate accumulation or that real estate appreciation. But what this means is those folks actually have more liquidity today just being a homeowner and having, save more money, lower interest rates, things of that nature that might have compounded over time. Okay. So we just talked about this for the last, like, twenty minutes. Right? It's a lot of insights. There's a lot of stuff to do with it. But as most folks talked about, you know, I think, you know, close to about 50% or a little bit more wanted to understand how folks think about the strategy. Well, you wanna put this into your workflows. Remember that understanding how the market shift is great, but in that respective individual household, how are you actually changing your personalization, your approach, your segmentation? Does that impact the overall strategy that you have for marketing, for sales, from locations? That's really what we wanna be able to do. So let's talk about that. But first, big caution. Everybody's talking about AI and how it is transforming our our world, but there's also AI slop. AI slop is when the data, the context, whenever you're trying to really understand what that looks like, it might actually be worse sometimes and waste you energy and effort if you're putting the wrong data in. Let's kinda give you an example here. So imagine that you're saying, hey. I'm gonna go find some data, and it either could be free or relatively less expensive. Remember, we talked about that at the very beginning of the presentation around 50% accuracy. Well, if you're looking at wealth or you're looking at some other things here and you're routing it, somebody raises their hand and comes into the system, you might think they're qualified. Who knows? Give them generic emails, responsiveness. Somebody reaches out but doesn't personalize correctly, then they might go dormant. Okay. Well, what if they try or you try to reengage them at some point in time just because that's part of your workflows? Well, you segment to them, but you have the old historical data. Nothing's been updated, so you're gonna segment them wrong again. And then maybe you close this, but the experience is probably pretty poor. Now on the flip side, this is the dream, right, where you can get high fidelity information. You know that it's updated. You know that it can be refreshed and put into that personalization engine, but you're actually gonna look at that the right way the first time. You're gonna tailor your outreach, and then you'll route it to the right individual on your team or the right experience. And that person will then ultimately have a better experience because you've been able to leverage the information correctly. Now I'm sure everybody here goes, yep. I've seen that before. But, really, putting data into your workflows also depends on how mature your organization is. Now I don't mean how old it is, but how mature the data is itself. And so we like to juxtapose kind of the value that you might receive versus the maturity of the organization and the three phases of our data maturity curve. So we like to start with number one, which is around, well, let's establish your data maturity. That usually means that you just got started, you have a CRM, you might have a data warehouse, and then you start to enrich it with other data points, APIs, you know, other things that you might have, batch processing, utilizing windfall if you're a customer. But that's really the first phase. At this point in time, we wanna start driving business value instead. This is where we're taking a look at those rest respective segmentations. We're starting to allocate portfolios, direct marketing, utilizing predictive AI, and this is where we start to really orchestrate. Leveraging generative AI triggers, alerts, systems, more agents that you potentially can build out as well, various personas that go into those workflows, and then trying to optimize from where you might have the best outcomes at for your for your organization. Okay. Well, what does this really mean? Right? We've said a lot of words on this. Well, I'll give you some visuals on on specifically around segmentation. But, really, first, do you know your market? And I don't mean it being like, yes. So we we market into high net worth individuals or we're looking for people that have liquidity. That's great. Right? But, like, how big is this market? And, specifically, how big is the market in your region? Are you national? Are you regional? Are you local? Well, is there enough growth there? Are you doing well? Is there an expansion opportunity? And which are the audiences that you wanna go after? Is it those rising stars? Is it the folks that have high wealth and high liquidity, have higher wealth and just had a liquidity event? What is the right signals for your organization? And why does that matter? Well, let's just take a look. Right? If you're taking a a look at Florida and say you are just in Florida, you have three different locations, but those are the only locations that you have, well, you might say, hey. There's a lot of penetration literally in Tampa, in North Miami. But in Orlando, it looks a little bit less. Maybe I should consider opening up a location here on the beach instead. So with a lot of these insights, we can start to say, hey. Maybe I can readjust my my site. But, again, we then take a look not only the data within your database, but then the folks that you might be targeting over $5,000,000 in net worth. With this vantage point, we actually are saying, hey. You know what? There's plenty of opportunity in Orlando. We didn't have it here. This might be part of my marketing strategy before I actually expand into Miramar Beach instead. Okay. Cool. So what are we actually trying to do with a lot of that segmentation with AI after we're looking at the opportunity here? Well, you want to spend time with people that are gonna likely to respond as well as convert. And so if you take a look at any of the data within your system and Windfall does the same thing. Right? If we have prospects that we're trying to sell into, we're effectively turning over these gray dots and trying to figure out, are they gonna be an ideal customer profile? Are they kind of on the cusp, that yellow? Are they disqualified, red? What we really wanna do is we wanna sort order the database. Right? Have the greens up on the left, have the reds on the bottom, and that's what data and AI is really meant to do is to accelerate this activity. So how can you really take a look at enrichment? That's our flagship product. And so if we take a look at enrichment enrichment and how people use enrichment is really important. Right? Because you can take a look at wealth signals, net worth, investable assets, but you need to then do something with it. Right? Prioritize, segment, and then drive actions from it. Now segmenting and driving actions means that then you need to double down and you figure out where you're winning and be able to do it quickly. This is not a onetime exercise because the world changes, as we mentioned, every week. But even if you're not changing your business practices, maybe you're still evaluating that on a quarterly cadence instead. And there's a couple of different ways that you could think about it. Right? I just around routing that data. So you could take a look at APIs. And if you're a Windfall customer and you haven't used our API, it's already included in your service. So feel free to reach out afterwards. But imagine that you have somebody reach out. It hits our API, and and then then we're able to route it appropriately. Now that's not always great. I just mentioned, you know, for example, if Arup came in and I raised my hand last week, maybe a year from now, I was and today, I'm disqualified. But a year from now, I might have a liquidity event. Well, that's where you want to do a batch process, reactivate, take a look at some of those triggers, and then be able to personalize that. Now visualizing that helps everybody, right, in terms of taking a look at segmentation and everything else along those lines. Now we go back to that geo map, in particular as well. And so understanding territories, do you have the right personalization and context? This one has $10,000,000 net worth with children in New York, New Jersey, and Connecticut as an example. And have we chose the right markets to pursue? Now you might need to give it a little bit of time and measure it. But once you figure that out, now we need to start leveraging things like dossiers. How do you make it actionable, somebody on the front line instead? What is that person? How do you personalize that outreach? What should you actually do? And and many of you probably are leveraging tools like this today, but is it the right approach based off your product suite, and what is their conversion metric gonna look like? This looks like in the top 10%. Gary made up is probably gonna be a good profile for us. And, really, when we talk about that AI score, that's how we think about this as a business, and we've been doing this for the last ten years. Wealth is not the only qualification. We've seen that time and time again. We work with a lot of folks, for example, in the nonprofit sector, and just because you're wealthy, it does not mean that you're gonna donate. So taking a look at these individuals here, maybe their net worth is they both look pretty good, but if I'm just billing this out, I'm probably gonna call the person on the left hand side first without any additional consideration. But by utilizing predictive AI, I actually should be reaching out to the person on the right hand side and have a higher likelihood of converting based off my target profile. And that could be, what, $10,000 as a donation. Well, even though this person is wealthier, this person is more likely to give that instead. Okay. So last one, last couple I'll talk about, is just really around how do you think about digital marketing and reactivation, retargeting, as well as net new acquisition. We've talked about predictive AI a couple different times here, but I like to put this visualization together. Now imagine this is your database, and you end up serving folks in Colorado as well as the Northeast. Early in the presentation, we just mentioned that wealth in the top 1% is gonna be different between those various states. Yes. You might have some overlap between these two groups, but the best customers in Colorado are closer to this centroid, and the best customers in in New England are closer to this centroid instead. Well, what we can do is we can effectively score all those individuals and retarget them for the highest likelihood of conversions. And the cool part about windfall and tools like ours is that we can then apply that lookalike and put it into the windfall population. Let's say this is The US population. Again, Colorado, Northeast, maybe less overlap in your ideal population, but there's a lot of openness here or green space, white space to go after and start to tackle that, especially in the Northeast. Well, how does that work in reality? Well, there's a couple of different things that you can do. One is that you can take a look at net new. We can either use those lookalike models, or you could just be like, hey. I'm trying to go after doctors over the age of 40 who have a wealth over 5,000,000 and have at least a million dollars in liquidity. Totally fine to do that too. We integrate into all these various locations, digital destinations, direct mail, CRMs, So you can really start to think about how to retarget those folks and tap into them for net new acquisition. And then this is where your end up target, that audience, receives the ad that you want them to see. And this is where you're spending money in the right places. This is where they're responding. We can actually measure that because we know who was actually sent to Meta or Facebook in this, example in terms of your overall ad profiles. So with that, I'm going to go ahead, and I'm actually gonna do a quick live demo of the platform, just to kinda show you how you would take a look at this strategy and the overall insights. So one is actually a new product suite that we released earlier this year. It's called market insights. And in particular, market insights allows you to do that segmentation and ask the questions around, well, how many people are there above $20,000,000 in net worth? In fact, you can do it two different ways. One is that you can build a segment. So you can say, great. I wanna take a look at high net worth greater than 5,000,000. And then you might say, great. Here's the minimum of 5,000,000. Maybe there's a max that I have or, you know, 500 or I x that out. And I actually want anybody look with liquidity. You could put specific states if you really want to, or you leave that empty for a national perspective. Now as I mentioned, we have a lot more data than just what's available here. So there's an advanced mode where you can come in here in particular and start to add in additional things, like how many plane owners are there, political donors above a million dollars in net worth. As I mentioned, there's a lot of other data here that you can start to segment off of. Okay? Well, we also enable you to keep sit here and talk and say, I want to find a market lens of individuals greater than 20,000,000 in net worth. And so by doing so, our copilot is actually going to build this segment for you instead, very similar to probably what your other interfaces look like in particular. And so as we go through this approach, it's gonna start to generate the market lens, get different segment options, and then ideally come back to us and kind of help us out with the overall mechanism here as well. Now I'm gonna let this run just for a moment and open up another tab here just so that as it's running, because it does take a couple of moments since I'm running this real time to showcase what does some of these other market insights tend to look like instead. So in particular, let's take a look at the market lens that we did talked about a little bit earlier with a market lens of anybody over $5,000,000 in net worth. So you can see that filter right here in particular. Now there's a couple of different things that we can do. One is that we can actually see what the market shift looks like, where are you winning, where there's opportunities. We'll give you different state level information here as well. And you're like, hey. But I wanna zoom in to California. No problem. We'll actually take a look at that, and then all of these filters below are the counties themselves. When I hover over this, I'll say, oh, wow. I only have 12 people in my database over $5,000,000 net worth in Monterey. There's another 13,000 of those that I probably can go after. Okay. Well, if I go backwards here, I can also then say, well, visualize this for the matches in my database so I can see those purple ones being pretty dark versus the areas that are more of that white or green space. If I had locations, I could upload my locations, then we could overlay it here just similarly to the way we did it on that Florida graph in particular. Now another thing that we can do is we can watch this lens, kinda like a Doppler radar. Right? So we can actually see a change over time. And so going back to one of these marketing insights that we've been watching, let's take a look at one that has over $2,000,000 in net worth. And so you can see here now if we kinda hover over into California, these are gonna also change as we go down and hover over here as well. Now because this is watched, it will refresh automatically, and there's a couple of different things we can do. One is that we could export this PDF. So if you had executives or other folks on your team that wanna see these insights but didn't have access or didn't wanna log in, we're gonna just send them what the market shift summary has taken a look at and when it was generated in particular. Right? So you can now send this over. Now you go, great. Those are the stats. That's the data that I have here, but I actually want more reports. Well, that's what this does instead. It will say, hey. Based over your market snapshot and my report, here are the different households that I have, matched households, how many have actually increased, and then what your overall presentation is. In addition, we'll give you what you should do next and some of the actions that you should go after and where the concentration relies. And, again, our methodology in case you want to share it with any of your colleagues on top of this. So that's cool, right, as we go through that. But you might say, okay, Arup, I want I want all that stuff. I have now hovered over. How do I actually activate that? Well, you can start to click into these and say, wanna go after those segments. And in particular, you could say, I wanna go after digital marketing, so all the individuals, or I want to direct mail, so all the households. So let's take a look at individuals. And, yes, I do wanna go after net new, and I wanna go after net new folks in California counties greater than 2,000,000, and I can generate that segment here. And once I do that, it's actually generating it, and so it's connected into the rest of the application where we have discovery. And so discovery is really our segmentation engine in particular. So you can see here, it's generating right now in terms of one of the newer segments. But we've done a lot of other ones here below as well. So segmenting my data as an example, right, this is data within your CRM of anybody in Southern California, Southern LA with greater than $2,000,000. You can see that here in particular. And what's really cool is we've now segmented off that. You can export this data. So you wanna send it on a regular cadence to your email marketing tool. No problem. We can actually do that. We can default the profile, send it out to your default folder, give it a specific name, and set up recurring schedules. But you might say, well, Arup, I actually want to activate a marketing campaign. Right? I wanna do digital marketing with that. No problem. We can do that and click that button. Or you might say, hey. There's 403 people. Who are they? Well, we can actually view the profiles here directly because there are people in your database. So this is data coming directly from your CRM. This is all dummy data that we put together here. But if we scroll down, we can see, oh, wow. For Christina Benson, we actually have wealth data, and we have career information available. Let's take a look at Christina. Now this data will be available in your CRM as well. But if you want to see how this connects within Windfall, we have the relevant information here. If you didn't have career intelligence turned on, it's gonna show you this. But then you can generate a dossier on Christina really quickly within a couple of moments. And so as we go through this and show kind of what is Christina doing here, the dossier will actually recommend stuff and put it out just like that screenshot that I showcased a little bit earlier. So I'll give that a moment just to run. And so as it's calculating that, the dossier has now generated this. This environment doesn't have an AI score available for your dossier, so it's something that we could add on. But then we give you AI recommendations for outreach as well as some of the other information that you might wanna take a look like as well. And so from here, we'll go to the next step, which is really taking a look at net new in particular. So say I wanted to take a look at top 10 high net worth metros with greater than $22,000,000 in net worth. This is another segment that was created. And so we can take a look at that here where these are the various metros with greater than $2,000,000. And in fact, on the map here, we can see exactly where that might look like. And, again, these are their primary residents based off of our understanding. Well, cool. Well, these are folks not in your database today, but you wanna activate a marketing campaign. We're not gonna show you the view profiles, but we're gonna show you how you can actually launch something to get in front of these folks. So we can say net new of 2,000,000 plus. We can say, I wanna start this sometime in October, have the end date at the end of October, or make this evergreen. You can also suppress folks, which means that you could refresh this campaign. So as people raise their hand, we're not marketing it to them the entire time. We're gonna give you new data of anybody that comes in this segment as well. We can mix and match different things. And because this is household information, we can start to do that. We can also exclude specific segments that we wanna go after. And then, right, because we're looking at households, we can actually send this for direct mail. We can have holdouts associated with this as well, so or add an existing one that we might have, and then you click create campaign. The cool part about a lot of this stuff is then now within your workflow, we can start to measure and analyze this as well and showcase where you're having success versus where you're not. And so that is part of this where you can see, you know, for a nonprofit as an example, we have donation distributions, where is the wealth penetration, how do you actually start to take a look at different, data points in your system so you can segment it on further as well. So with that, that was just a quick demo of how to take some of those concepts that we talked about from segmentation, predictive AI, looking at your overall market, activating that data, and then be able to measure it over time.