Max Levchin
Analyst · Nate Svensson with Deutsche Bank
Sure. And I know some of them are listening. Shout out to my zt1ers. They are a genuine delight of my daily grind here. So I guess, some sense for what we're actually working on. So I'll give you a -- this is maybe a true look behind the curtain. So the MO that I set with zt1 roughly try to remind us what we're here for every quarter or so, is to work on projects that have either a risk-adjusted or probability-adjusted path to $1 billion in revenue in a span of 5 years from launch or to move the needle to the tune of 15% to 20% on an existing line of business that is already $1 billion. In other words, we either want to take a bet on an existing thing that we believe Affirm proper is misprioritizing and we have both the audacity and the capacity to try to move the needle there or just frequently -- in fact, more frequently, we actually want to go into kind of the 3 big approach where we build something, and we have no idea if it's going to work or not, but we're going to try. And if we see a heartbeat, we go all in and build it until it gets to a point where we hand it off to the main development team and then they pick it up. So one practical thing. This is not a big reveal because we talked about this product before. So every once in a while, we mentioned BSPs or brand-sponsored promotions. This is the idea that if you are a multi-SKU general merchant, you're probably selling a lot of things that you are not marking up more than 10%, maybe 15%. And so when Affirm comes in and says, "Hey, you ought to do a 0% sale. Big Nothing is a great idea. Black Friday is coming up. 0% drives the volume. Let's do this." If you are a vertically integrated seller, like, of course, sounds like a great idea. Here is my 6.5% to 9.5% MDR. Let's give lots of people access to [ those ]. If you're a general merchandiser and you're reselling a branded product that someone else manufactured, your markup is basically the ask that we're making of you for the MDR. The 0% is not going to happen unless you're just trying to have empty calories. However, the original equipment or the original item manufacturer retains a lot of margin. Many of them are motivated to put their marketing dollars to work. In fact, they already have existing relationships with the retailer, and so helping the retailer and the brand tie all those funds, which are typically plentiful, there's a lot more margin to go around, which usually gets spent in sort of silly promotions like driving -- did you know there's a 20% sale at retailer X on brand Y. There's an extremely, extremely sophisticated way of doing it. A much better way is did you know that this particular SKU is on a 0% loan at exactly retail price. There's no discounting, but this retailer has this brand at 0% available right now. So all of this sounds kind of obvious. It's braindead that nobody has done it. The reason no one has done it is because it's really hard to scale. This actually happens in retail today. We didn't invent the genre. If you talk to any major player, any general merchandiser, they'll tell you, yes, we do this all the time. It's called vendor promotion. It's vendor-funded promotion. So you go to the vendor and say, "Hey, give a couple of hundred thousand dollars. I want to put you into my circular. It's going to go out to people." And it works okay, but it's run off of spreadsheets and people have to make phone calls. And it's quite a lot of manual labor, and so they do this maybe once or twice a year. And it's, generally speaking, applicable to every item for a brand, and it's very, very undifferentiated. We've been building a system that allows for all of this to be managed basically entirely electronically where you can really have a large number of SKUs at any given time with these brand-sponsored promotions. This requires things like budget management because nobody wants to run these promos forever. They need to be launched and wound down at exactly the right time. They have to hit at the same time as marketing promotions that happen. Typically, within the general merchandisers, retail media networks, all of them now have their own advertising arms. So this has to echo through that and reach the consumers that way. So slumming all of that together and making sure it's still very profitable for the retailer is just an incredible amount of work. That's what we've been building at zt1. If you want to see what that looks like, if you actually play with the Affirm app, you will find that we've scaled DSPs out very significantly. I'm not going to drop any names in this call. It will be a good scavenger hunt, but there's about 1 million different SKUs in the Affirm app that are brand-sponsored -- funded. So that's very real. No, it's not anyone's forecast, discount heavily everything I say here, but I'm personally very excited what this will do for Christmas sales. And hopefully, we'll scale it out to hundreds of millions of SKUs before too long. Hopefully, half of this made sense. This is like -- so if you want a flavor of what it's like to work with me, these rants occur in zt1 on either regular basis.