Windfall Market Insights: Understand Your Total Addressable Market And Shifts Over Time

Alright. Fantastic. We're gonna get kicked off now because we have a couple of exciting things to talk about today. My name is Root Banerjee. We're here for Windfall's webinar series around our new product launch, Windfall Market Insights. And, specifically, we're gonna be talking around things like total addressable markets, overall shifts in macroeconomics today. But let me go ahead and get kicked off just really quickly here and just talking about some other folks that you're also speaking to. So I'm I'm joined here by our VP of product, JD, who's actually gonna be talking more about our overall product launch day, actually demoing the product as well. If you're unfamiliar with Windfall, though, and this is the first time you've come, we have some quick stats on the right hand side here in terms of what we're really known for, which is the US and US affluent households, which we define over a million dollars in wealth. We'll be talking a little bit more about that in the next couple of slides here as well, so I won't belabor this point right now. But let me talk to you a little bit more about what we're gonna be going through today. If you have any questions, please use the q and a button at the very top of your webinar screen, as well as I put my email address here, aruph at windfall dot com. JD's email is also listed right here as well. So in terms of today's conversation, what we plan on really talking about, we always like to say, hey. What are you gonna learn today? What are we not gonna necessarily cover? So in terms of today's learning, we're gonna go through a high level overview of Windfall and really why we're here as a business. We'll also be talking a little bit more about the evolving macroeconomic dynamics. Excuse me. And specifically there, as I mentioned, we really focus on the affluent. That's not necessarily the top one percent per se, but we'll talk a little bit more about that. We'll talk about how geographic changes and wealth concentration has changed in the United States. But, moreover, we really want to speak about how market insights could inform your strategy and why it's really important today, especially in a volatile environment. Finally, we will do a live demo of the overall product, so you'll see this in action with a couple of different lenses as well, and that market lens is something that we'll be talking about in about twenty minutes or so. Now what we won't go through is that we're not gonna go through international coverage. Just so everybody on the call knows today, we're a hundred percent US oriented. We do not have the same data across the the world. Now we also won't go completely through our core suite of services. We have a lot enrichment, AI, other marketing solutions. Today, we're really focused on market insights, and we're not necessarily gonna talk about our proprietary data today as well. We do focus on net worth or wealth as well as a a multitude of different factors, including investable assets and primary property values, things of that nature, but we're not necessarily gonna speak about that today or how you would engage us, pricing or API, a lot of other ways that folks engage with us. Today, we're really focused on market insights. Now that being said, we're happy to talk to you after this webinar on all the above. So if you wanna email us at aaroop at windfall dot com as an example, I'm happy to chat with you as well. So I always like to start really to make sure that we're a bit interactive here and set the stage for the rest of of today's webinar. So let's go with our first poll for today, which is how are you currently looking at market dynamics? And this is really about your industry. It doesn't necessarily have to specifically say about, you know, everybody's looking at the same. This should be, you know, something that you can take a look at. We we gave you a couple of different options here as well. But if you don't know any of those specific insights, that's at the very bottom of the list is on top of it. So we'll wait for a moment as folks are participating on this as well. And as we go through kind of that poll and and wait for folks to participate, I'll just set up the agenda of kind of what we're going through. It mirrors a little bit of what we'll cover and what we don't cover, but a quick windfall overview, some of the market dynamics we mentioned, measuring market opportunity, and then we're gonna start talking a little bit more about how this is not just a one time approach, but it's something that you can consistently look at over time. Finally, JD will take us a look through the windfall market insights, and we'll do some q and a. So as our remind folks, please use the q and a button, or we'll we'll answer it there at the end as well. Okay. Cool. I think that we've gotten most folks to participate here, so let's go ahead and end the poll and share some of the results. So it looks like a lot of folks are relying on their CRM. They're also reading the news as part of this impact, and then there's a lot of anecdotes. But for the most part, it's news and CRM data, so we'll factor that in as we continue to talk about today's webinar as well. Now before I go into that, let's let's quickly talk about Windfall and and why we're here today. So if you're less familiar around Windfall, we really and our vision statement is to help democratize access workflows and insights on people. The reason we call people versus consumers is because a lot of folks here, y'all are probably all professionals as well on the call, is that we have a lot of different life events from a consumer perspective around wealth, but we also do things like careers and other demographic information. So we like to collectively call this people data. Now we were started in twenty sixteen, and this is our still our vision today. And why we are here is because a lot of those legacy data companies missed the mark. And so, ultimately, there are companies that have been around for forty, fifty, sixty, hundreds of years. Actually, to be very honest with you, we've had some presidents that have worked at some of these legacy data companies back in the eighteen sixties. So if you think about it, why did they miss the mark? Well, let's take a look at an example of Jane Smith. Here, we have folks here on the left hand side, what this legacy data vendor might have versus reality. Now, ultimately, if you start scanning the first couple of rows, that looks pretty good up until you get to net worth or wealth. Now all of a sudden, that looks a little bit off, and then if we go down, it actually continues to be a little bit off. In fact, it's about fifty percent accurate. Now why is that the case? Well, a lot of these folks rely on survey or census data. So we're based in San Francisco. We're headquartered here. So if I looked at a lot of the different things that we had, you know, you might say that everybody in San Francisco is a millionaire. That's clearly not true. I'm very different than my neighbor who's very different than the person who lives across the street. But that's, generally speaking, how a lot of these this data was collected in the past. Now, ultimately, the data's also refreshed fairly infrequently, mostly in an annual update. Sometimes you'll do some quarterly updates. But generally speaking, right, this is pretty slow. Just imagine we're here in twenty twenty six today. How much has changed from January first to where we're sitting here on April fourteenth? There's been a rapid raise in stock markets, then a decline, then there's a lot of different changes within the US economy. That is dynamic, and it can't be done on a quarterly or annual basis. Now finally, because of that, over twenty billion dollars, and that's a stat from Deloitte, in the United States is wasted every year because of inaccurate data. And so as we think about it, right, how are you looking at these individuals? Are you looking at the right consumer? Are you looking at the right prospect? And a lot of folks at that beginning poll talked about first party data, which means the data that's in your CRM. And so, ultimately, as you're collecting more and more information, just imagine, do people wanna give you that data? Do you still take a look at everybody that you've looked at since you've changed your lead form? Is that getting updated on a consistent basis? Well, what about the market? Right? For people that are not submitting data to your CRM, what do you know about them? How do you know where to go next? And by the way, if you're asking AI, AI still needs context. They still need the right data to go after and to provide action. Without the right information, it's really hard for you to pinpoint who you're going after and are you winning, or are there opportunities where you might necessarily not have that win rate that you're looking for? And so, ultimately, getting accurate and more timely data in your workflows and AI use case is more important ever. Now this goes more globally holistically of saying, well, how do you even know where to aim at? Right? What data do you actually need? Now, ultimately, when you think about where companies have utilized windfall and where we're known for, this is really on the next page here, is saying, we track over a hundred trillion dollars in wealth in in the United States today. We have over fifteen hundred customers, and we are over a hundred million US households that we're tracking. Now we do this all on a weekly basis, so our dataset is not quarterly. It's not annual. And what most folks really know us about is affluent US households. We define that over a million dollars of net worth, and we do not specifically just say, hey. We found John Smith, and he's over a million dollars. We say, hey. We found John Smith. He's worth two point three million dollars versus a Jane Doe worth forty nine point nine million dollars instead. We are very lucky to work with a multitude of different industries and brands where we can see how data really drives the outcomes for a lot of folks. But when we think about the high level categorization, we put this into three components. So the first is identification and prioritization. Imagine that you find an individual consumer. Once you overlayed a data point, does that bubble them up to the top? Whether that's wealth, a recent life event, a predictive model score, how do I really identify the right individual to go after? Now as you augment that into groups, that's where you think about understanding. We think about segments, finding hidden gems, like, where are those these populations where you can identify where you're winning, and then ultimately double down. Once you've gone through that, that's really the engagement strategy. How do you personalize that? Everybody's talking about personalization, leveraging your own data. If they've given you certain signals, how do you make sure that that message resonates with the end consumer or end individual? At the same time, right, you can augment that with additional information and start to really craft a better narrative for the cohort, and then ultimately that specific individual that you're going after. So at Windfall, we like to think about this as, hey. You have a lot of data that you've been collecting, CRMs, data warehouses, ad hoc, and there's engagement information. We wanna put this through our optimization engine, which includes enriched information, thinking about data trends, personas, your segmentation, and then how you start to activate that with marketing solutions, identifying these hidden gems, and then ultimately predicting who can go and convert. Now all of this is part of a broader strategy once you've understood your market dynamics. Right? The first question is, who do you wanna target and how? And I remember this a lot from when I went to business school and and overall strategy is that we want to take a look at our overall market and really understand that, but the markets are dynamic. And in fact, for the last, like, six years since we've all been here for for looking at this, it's been very dynamic starting with the pandemic. And, ultimately, as we look at twenty twenty six with a lot of the differences that are coming out, there's a couple of different trends we've looked at across three thresholds. And and our assumption is that you most likely are looking at these categories as well. But the first is that high net worth and the share of their wallet is growing. We've talked about the k shape economy in the past. We've talked about different ways of of looking at this, and we'll actually have a couple slides on that. There's also the great transfer of wealth that's coming up, which we won't speak about as globally right now, but it is a large impact in the United States. There's a second thing which I I started at the very beginning talking about the macro. It's volatile today. Now if you look at interest rates as an example, interest rates were supposed to get cut twice this year. Now if you ask a lot of economists, they might actually factor in a rate increase. Well, then as you look at the investments in the economy, as you think about ways that folks need to have capital expenditures, that's becoming harder and harder. And if you're trying to place your bets, then you actually have to do a lot more with a lot less resources because there might be the rainy day fund. There also could just be the fact that business is harder right now. Now, ultimately, as we think about people, these households are moving. We will as I talked about the pandemic a little bit earlier, you probably all remember, people were flooding to other states. They were buying second homes. They were trying to figure out where they could actually live their lives. Now after twenty twenty two, twenty twenty three, there was a lot of change. But what's happening in today's world with, you know, tax rates, with opportunity, this is changing. Is it every year? Is it actually happening every month, every week? Well, how do you know, and and how are you actually able to figure that out? So let's kinda set the stage here and talk about that macro. So this is a snapshot just for for a moment. And, again, since a lot of folks have actually done a ton to to research the news, I think that was the second most popular answer. A lot of this is is from the news and also from from stats here, and you can see our sources below. Overall, GDP growth is pretty good. And in fact, you probably have seen that GDP growth is still factored in the United States to be at around two percent this year. Now is that the case? Well, the IMF just came out today saying that, you know, with the new escalations in Iran, there might be actually a macro recession. Okay? Well, how does that impact things in the United States? Like employment. Employment actually had really strong numbers in March. We overhired or or hired more back rather, and so that's surprisingly flat comparatively. Although inflation did rise in March due to oil prices and then the cascading effects. The volatility in our stock market is pretty dynamic right now, right, as you can imagine that. But that being said, although the stock market, I think, came down a little bit this morning, but we're around one point four percent year to date on the S and P. So even with a lot of the shifts in March, we're still up for the year. Now interest rates, again, are gonna probably be similarly flat, right, for the year versus going down. And then, ultimately, personal savings rates are four percent, and that means people are spending a little bit more than what we normally saw. Pre pandemic, this was closer to eight percent in the United States. So this is lower, but it's still a little bit more stable. Now consumer sentiment holistically, though, is at some of its lowest points in the last three years, since twenty twenty two. So as we look at this, this is a mixed bag. Right? We have good signals on unemployment. Interest rates are actually still fairly low. We're still seeing a a higher growth stock market this year, but consumer sentiment is down. Volatility is high, and we have no idea, like, actually what's probably gonna happen over the next twelve months. But it's important to probably track that. And so, ultimately, if you think about, well, how do you track that? Even if you're looking at pockets in ZIP codes, this is something that we always like to talk about at Windfall because, again, going back to that San Francisco example, If you just take a look at geographic and income as a proxy for wealth, that misses a lot of those higher value households. Right? High net worth and those individuals that actually can spend as well. And so, ultimately, look at the inter income distribution amongst the top five percent of income ZIP codes. This is publicly available data, and what you can see here is that more than half actually have incomes less than two hundred k. And then if we look at the number of affluent US households, again, defined by a million dollars in net worth or more, you're only capturing out fourteen percent. So imagine that your ZIP code targeting strategy today on Google or Meta is just saying, hey. I wanna go canvas all the ZIP codes in the SF area or in New York or in whatever, like, affluent region. You're actually missing quite a bit of your target market. And, moreover, as we take a look at that, why is that the case? Well, we talked a little bit more about the great transfer of wealth. It's already here, and it is happening. In fact, we can see that six trillion dollars in wealth was transferred in twenty twenty five. One point two trillion dollars are gonna continue to be transferred over the next decade, but this was a very large shift over last year. Now this doesn't necessarily mean that it's exactly the same with the k shaped economy, but if you take a look at this entire approach, we can see that the top ten percent of earners during the pandemic and then now moving forward into current years, they actually socked away considerable amounts of savings. Others did stock a lot of way up until twenty twenty two, but a lot of their savings started to decline. Remember that four percent saying, hey. How do we think about the lowest twenty percent of earners versus the top ten percent of earners that account for about half the spend? Now the overlap between high income and high net worth is pretty high, but that being said, this gets more exacerbated as we think about that transfer of wealth. And a hundred and twenty four trillion dollars. Right? Imagine that six is already gone, so let's say a hundred and eighteen trillion dollars here. But there's a lot of stuff here in terms of charitable contributions, new folks that actually might, you know, new generations that you might have to engage with, or as well spousal transfers. Women are gonna inherit a lot more wealth over the next ten to fifteen years than most of the other classes, holistically speaking. So just to kinda give you a sense of what that looks like, we've shared this before on some other webinars, but this is kind of talking a look at the different generations and how it would end up changing hands here as well. And so this is where you can see the philanthropic contributions as well as the millennials when we talk about others that it might be transferred to. Right? This is more around the spousal transfers that we're taking a look at instead. Now let's talk take a look at some windfall market insights. So these are things that you have not probably been able to see online because these are fairly new for us. We we started to produce them about last week. So the first one is to really take a look, and, again, log scale here. So what this means is that if you look at the left hand side, this is ten thousand, hundred thousand, ten million. Right? So if we look at this, this is gonna decline, and this level right here is very different than taking a look at folks that are worth zero to five hundred k. Now the other part is saying, okay. Well, this is over the last two years, from twenty twenty four to twenty twenty six. What we can see is that overall, there is US population growth. Right? That's where you have the zero to five hundred k. It's slightly increased here. You can see five hundred k in a million, slightly increased here as well. But if you can slightly zoom in, and, again, I'm asking you to kind of, like, squint a little bit more, these bars, as you get above five million dollars, start to increase pretty dramatically and at a much higher pace than what you're seeing at the lower levels. So population that's over ten million dollars have grown probably closer to two x what you've seen in the lower net worth buckets. When we start to zoom in a little bit more, right, there are folks that own homes. About seventy percent of the population in the United States owns homes today. That's the part of the American dream, right, as you take a look at it. And homeowners overall have enjoyed this wealth accumulation a little bit more. Now these these are looking at averages across the United States, so you're gonna have some of those billionaires skewing folks up as well. But what's really important is the trend graph here, not necessarily the actual figures, but the trend. And so we're utilizing that as a proxy, but, ultimately, we think about investable assets. Investable assets is effectively liquid wealth. So that's how much cash you can either port over into a bank account, invest in the stock market, do something else. Now, ultimately, if we look at this increase in wealth from a network perspective, you could say, hey. That could just be property values inflation. But because their investable assets are also growing by about two hundred k versus the four hundred k, you can actually see that this wealth accumulation is not just physical assets. There's other things that are happening here as well. So it's important as you start thinking about, hey. Was homeowners even in your perspective as a segment that you wanna go after? Well, they're actually doing pretty well as an overall segment in the United States. So let's go to our next poll here, which is really around what does that mean to be in the top one percent by net worth, not necessarily by income. Right? We're talking about net worth here. And even if you've been in our prior webinars, the answer has changed. So I'm gonna keep this up for just a moment here and see what does it mean to be in the top one percent, and this is the the United States holistically. So I'm gonna wait for a moment and make this a little a little bit more fun for folks to just, like, pull it in and answer if you could. Fantastic. Okay. So I think we've gotten just enough folks to participate here, so it's interesting. So I'm gonna end the poll and share it real quick. So it's pretty evenly split between two and a half to ten million dollars. Just anecdotally, right, if we're all people here on like, listening to this webinar, you know, one of these answers could it be true, and then the hundred million bucks is where the majority actually put it in at thirty six percent. Well, a hundred million dollars is a lot of money, so that's that's probably, you know, a fair guess. But this has changed, as I mentioned, and, really, it does depend. It does depend on where you live in the United States. Now the answer is closer to about twelve million dollars if you take a look across the entire US to be in the top one percent, a little bit less. Let's call it eleven point five. Now when we look at places like New York, though, in order to be in the top one percent, you have to have eighteen point six million dollars of net worth. How does that specifically change in New York City versus taking a look in upstate New York? Now if I go to Idaho, it's actually nine point five million, so less than the national average, as I just mentioned a little bit earlier. But Florida is somewhere in between. Right? And Florida, if you look at the bottom, and this number has started to go up. Some billionaires have started to move over into West Palm Beach as well. But if you look at other places like the Panhandle, is that really the case there too? Probably not. So let's start thinking a little bit more about, like, where is this, and, like, how has it shifted over time? In fact, when we take a look at some of those metro areas, we took a look because we've gotten asked questions. Hey. Are people going back to cities, and are they going back to the coastal cities? And in fact, here, this is something that we took a look at in affluent US households from twenty twenty one to twenty twenty five. So you can see some of the growth and, ultimately, the decline that you're seeing here in Seattle. But New York actually started to, you know, decline, but then started to, you know, boost bits back up. Overall, what this means is that we are seeing the trend shift where people might be coming back and forth. And is it a primary residence? Is it a secondary residence? How do we really think about that? And if you start to plot this over the last six years so where is wealth growing? Now on the bottom right here, you can see that the blue really indicates, the increase in wealth. The, orange here is the decrease. So you can see the number of households growth in affluence across the US. Excuse me. I'll come back here. And what is really interesting, right, we're based in San Francisco, which is right down here. And right above in the coast in this SF Bay Area with except for the Peninsula, is actually not doing as well as you probably would have indicated. Now on the right hand side, here, we talked about New York City and some of the the metro area around the city as well. That's actually doing pretty well. Now, ultimately, all of these insights, if you took a look look at this, what would you do? Right? Like, if you started to think about going after Georgia, is that the right location for you to go after? Is it Florida again with this increase? Is it Arizona? Like, where are the places that you really wanna place your bets? And as JD goes through his demo, as he starts thinking about this a little bit further, you know, you can start putting your business questions in the light of these graphs, of these charts, and understand how can I answer that? Now the other part that we think about this is billionaires. Right? As I mentioned, Florida has had a pretty large increase in billionaires. Actually, one of those billionaires from Seattle moved to Florida in the last month and a half or so. But what we wanted to showcase here is their primary residence, where we believe they live most of the year. Because where you see wealth for most of the year is probably where they are gonna have more wealth creation events. And so that's not a hundred percent true all the time, but we like to showcase that these are probably the major metropolitan areas that you would end up seeing additional wealth creation, especially as you see transfers of billionaires going from one place to another. Now with all of this geographic information, and before I turn it over to JD, well, what could you do with this? I already indicated a little bit more of, you know, the strategy. But even if you have regional offices, if you have specific considerations around events, right, the masters were right now, like, this past weekend in Georgia. So, like, did you have, you know, folks in your database there? Are they around? Like, are there places that you can start to take a look at for networking? We put that for Phoenix here. But what can we think about, you know, other strategies or opportunities even if there isn't a high degree of population? So a lot of this is to speak around how do we look at your overall market opportunity. And with that, I'm gonna transfer it over to JD here who can start to take a look at measuring your market opportunity. Thank you, Roop. Alright. So let's talk about how organizations are actually measuring their market opportunity today. So over the last few years, customers have come to us with three related but distinct asks. First is they wanna understand their addressable market. How big is my market? I wanna measure the total potential by geography, by affluence, and understanding specific attributes that really define their ideal customer. Second, they wanna measure saturation. Once you know the market, the next question is, where am I over indexing? Where am I under saturated? Help me visualize that geographic penetration to see where these gaps actually are. And then third, is how do you track these changes over time? As Roop mentioned, the market shift. Wealth is moving. The question isn't just what does my market look like today. It's how has it changed, and what should I do about it? So we've been delivering on all three of these, and let me show you how. So this is the work that our team does with clients today. We're trusted to size markets and uncover growth. We size the opportunity by measuring the addressable serviceable market by geography, affluence, any heuristics that matter to your business. We focus on where the growth lives by pinpointing high value regions all the way down to the county level, and we help you target the right audiences using wealth signals and household event data to kinda surface where prospects are most likely to convert. And this isn't just theoretical. Let me show you a real example. So this is some exploratory data analysis that we did for a wealth management firm looking in Florida. On the left, you can see the current client distribution by county. They have offices in, North Miami, Orlando, Tampa, Palm Beach, and Naples, and you can see the clustering around those locations. On the right hand side, same geography, but now we're showing the market opportunity. Households with, five million or more net worth, same counties, but you have a different picture. Two findings stand out. The highest concentration of current clients who are far away from an office, Miramar Beach, Naples, and Palm Beach, these clients have been served at a distance. And the largest untapped opportunity is Palm Beach, which is twenty four thousand households with Naples at nearly eighteen thousand. This is the kind of analysis that changes where you put your next adviser, where you you host your next event, your next dollar of investment, and we've been doing it for years. The next question is what happens six months after this deck's presented? And that's exactly what we asked ourselves. So we'll be going through and talking about how do we move from taking snapshots of adjustable market to always on intelligence. Now how this flow typically works, step one, there's a commission of study. There's a expert led, we custom built some of these marketing sizing grounded in our own household data. Step two, we analyze, present the strategic recommendations, the white spaces, and what the opportunity is, exactly what you saw within Florida. Then step three is the clock starts. The moment that analysis is delivered, the market begins to shift. And here's why it matters more now than it has in years. First, twenty five percent of the data decays annually, People move. They change jobs. They sell their businesses. They inherit wealth. How do you keep up with that programmatically? Second, the consumer economy is deeply uncertain. What's gonna happen next week? Are we gonna have more tariffs? What about the global conflict? AI is disrupting more jobs. We're seeing that in the stock market swings. All these things can directly impact where wealth sits and how it moves, and it's happening faster than any quarterly refresh can capture. And then third, the strategic unknowns. Are you placing your bets on how things are actually shifting, or are you making decisions based on a snapshot that was accurate six months ago? That's great analysis, but it has short shelf shelf life. And that's the gap we're closing. So what does always on intelligence look like? We think it comes down to three questions. One, who is really in your market today by state, by metro, by neighborhood? Two, how has it shifted over the last three, six, twelve months? Where do you see real opportunity versus strong penetration? And these questions, they land in every part of the customer base. And then we think about some of our example business verticals. A luxury retailer may be asking where affluent households have grown the fastest in the last twenty four months versus their current store footprint. A hospitality operator might be deciding between an established market and an emerging destination. A wealth management firm might be spotting where high net worth households are growing in secondary cities. An advancement team is asking where they might open their next chapter. Historically, we've been answering these questions with custom work, and now we've embedded this directly into our product. So let me introduce our product. It is a US focused marketing intelligence layer built on top of our people graph. Three things make it different from anything else that's in your stack. First, it's household level. These are real households with real wealth signals. We don't do ZIP code aggregates or we're not inferring demographics. Second, as Arup mentioned, we refresh list on a weekly basis. What you see today reflects the market this week, not last quarter. It's always on. And then third, it's designed for action. It sits on top of our platform that you know and love. Segment builder, we have all of our various, like, audience delivery tools and activation flows, So you can go from insight leading to action without leaving windfall. One thing I'll I'll be upfront about is that while we built this AI native from the ground up, natural language querying is landing in the next few weeks, not today. But what I'm about to show you is what's live now with those AI data pipelines built in. So give me a second. So I'm demoing, the application. What you're seeing here is our new product, marketing insights. The use case here is you're a luxury retailer. Your core customer has net worth of ten million or more. Let me go ahead and set that up. You you know, that they're out there, but you have three important questions. How big is the market? Where are they concentrated? And how does that compare to where your stores actually are? So when you land here, what you see is we have some saved, marketing lenses. A marketing lens is how we define an opportunity segment in our product. It's a strategic view of a specific slice of your addressable market. You can build it once. You have it saved. You can return over time to see how the data changes underneath it. So in the map view, right away, you see, the national view. You have the option of being able to drill in to see the a particular region part of, the United States. But right away, you see that we have about three point seven million households that fit that criteria across the US. That's the total addressable market for the segment. Now let's see where they are. So this map, what you see here, it's actually shading, each metro by household density. The darker colors, mean that we have more ultra high north households concentrated here. And you can expect this to see this from, like, the the coastal hubs, New York, LA, Miami, San Francisco. But, also, you might surprise that there's also in the current blueprint, Dallas, Houston, Chicago, and Denver. And you can hover over, and you can see that we have each of these broken out by the number of households within each of the various states along with, like, the current number of customers that match that particular criteria. Next, let's bring in your own data. So I toggled on the customer view. Here, you're seeing where your customers reside, and you can start to see and understand more about market penetration. So within California, highly dense, where are all your, customers actually residing? Immediately, you start to see that strong penetration of where you are. The darker dots are, again, are showing your your customers. The lighter areas underneath are showing markets where you're not reaching. And now let's make this actionable. Let's start to overlay in your actual store locations. And we can start to see where some of the opportunities are. So let me drill in to California. Now you can start to see where there's been presence and where they're not might might be no physical store. That's the white space you might have a conversation with your real estate team where you might potentially consider. So as an example, here, you have a store within the Bay Area related to the Bay Area counties. But in addition, you start to see we have a strong presence here in LA without any, store footprint. Typically, this would usually take a custom engagement and a thirty page deck. Now you're currently looking at it live right now, and it refreshes on a weekly basis. So that's the ultra high net worth view. Let me show you something that's a little bit more targeted. So when we think about, high net worth, we also wanna think about more when we think about it from the standpoint of timing. Timing matters. A household with a, let's say, a a recent liquidity event. So let's look at high net worth households with recent liquidity events. Bring this back to the national view. So when we talk about liquidity events, this is any household that has, potentially, like, exercised options. They've sold property. They've had some set of, discretionary spend that we've seen. And this is just a very different conversation than, you know, someone that has high net worth and is is wealthy in general. So when we look at the national view, can see the distribution across the country. Again, we also have the, customer overlay. Right away, something jumps out. If you look at Florida, there's a strong customer presence in the map. Your team clearly has traction here. Let's click into it, and you'll see that the map will auto zoom. You can see where exactly your customers are concentrated within the state, and then two counties immediately stand out. There is Miami Dade and then also Palm Beach. Here, it's your highest concentration of mass customers in this segment by a wide margin. So, Miami Dade's interesting. You have strong customer density. You also have a physical store. So that's validation. The store placements aligned with where these high net worth households with recent liquidity are actually concentrated. So the team on the ground should know that they're sitting in the right spot. Palm Beach is also equally dense, but these customers don't have a store there. If it's not, that's a conversation. If you do, that's a question where your local team is resourced to actually match this opportunity. Now if you scroll down, you start to see a full county rankings table. So here, you can see, yeah, each of the counties, the total number of households within that particular county, how many customers you have within each of those, different locations. And in addition, to penetration, we have average net worth. You can start to see, like, some of the stark differences between Palm Beach and, Miami Dade. And this is kind of where you start to, like, really shift the conversation where you could say, for your regional VPs, outside of saying, think Florida's strong, you can now start to say Palm Beach has x households within this segment. We have sixty three customers with penetration of two percent that have an average one point two billion of net worth. So that's the demo we have. We're talking through two segments. One was about market sizing and store alignment. The other is about timing and regional depth. The same product utilizing the same data, answering different strategic questions. Both views are refreshed on a weekly basis. Next, let me talk to you about what's coming next. So today's launch is really focused on, as I mentioned, the foundation. What's coming in the next couple weeks, what we have, AI native. As I mentioned, we have the AI pipelines built. We'll be unlocking the ability to ask questions through simple, natural language. As you ask questions, we'll build out the market lens, and you get all of your, answers asked built in through our Copilot integration. In addition to that, we'll be generating insights. As Roop mentioned, things are changing. Wealth populations are not only shifting based on market trends, but people are moving. So what we're doing to help capture and understand that trend is we are gonna be in the background capturing snapshots, and you'll be able to shift, understand those shifts over time as a time series. And then on top of that, we'll be providing generated insights to be able to highlight where these, various trends are occurring, where you're winning, and then also where are there opportunities that you should be investigating. And then lastly, as I mentioned, all this from a insights perspective, we wanna also make sure that it's seamless for you to do activation. So as you go through and you understand, hey. These are areas that are we're really strong in. We should reinvest, double down, and really drive market penetration, in Miami Dade. In addition, there's some potential areas where you want to actually round out or grow additional presence. Here's where you can leverage our insight to act to action where we're gonna build in seamlessly the ability to select each of the different counties that you want to grow market share in. This will create a net new, audience segment for then for you to activate, whether it's your digital campaigns or your direct mail campaigns, all seamlessly through the platform. Next, let's open up to q and a. Okay. With that, fantastic. Thank you everybody for taking some time on today's webinar. My name is Arup Banerjee. It's arup at windfall dot com. We have JD here, j dow at windfall dot com as well. So if you have any additional questions that are outside of that, we have a general email address at windfall questions at windfall dot com that we are also able to answer additional information in case you weren't able to get on the webinar. But thank you so much for taking some time, and hope you have a great rest of your week. Take care. Bye bye.