Jay Jackson
Analyst · B. Riley Securities. Please proceed with your question.
That's exactly right. And that is exactly how we look at the business, right? I mean, you look at the addressable market, there's still north of $200 million a year that lapses over the age of 65. And our industry barely scratches that, right? And so now we're starting to look at this and say, alright -- excuse me, $230 billion, not million. And we barely scratched the surface on that. As we now have what I think is really interesting, you have maybe life insurance carriers that are considering buybacks that adds and actually validates, they're not a competitor to me. To me, they validate what we're doing. And that provides additional education to these policy holders where they're like, gosh, I should treat my policy like equity, not like debt. Why would you ever let this thing go, let this policy last, stop making premium payments if it has a true equity value. And I think when you think about that education, if you think about our advertising, it's all about education. We have a calculator. Nobody puts out a calculator, we put out a calculator so that people get educated, they understand that their policy has value, and it's a real value. And because of that, now you start to look at how we start to capture or chase down that $230 plus billion that will lapse over the age of 65. It's driven by education, transparency and legitimacy and validation. And when they see that, hey, we're a public company, this is a real transaction, it provides a lot of comfort to those policy holders when they're considering selling this transaction.