Douglas Valenti
Management
That's a great question, Jason. I'm going to talk generically because of course, we are very careful to try not to talk about specific clients for obvious reasons, but generally speaking, they don't all act at once. Very often there will be and I'm talking mainly the big carriers by the way, which really dominate the market so you did mention the smaller carriers, but they're relatively unimportant in the overall scheme of things in terms of supply and demand and media pricing and utilization. So, I'll focus mainly on the larger clients who dominate our budgets and dominate everybody's budgets in this channel. Typically, they don't all act at once because they all have very different economics and very different pricing and very different models and do not all even all in the same states as you know. That does tend to be a kind of a ripple effect that you will get some that will move sooner than others and then you'll get they'll raise prices sooner. They'll initially lose a little share because of that and then very quickly, thereafter, you'll see others begin to raise their prices as soon as they can and/or stop marketing where they haven't yet because they can't make any money at the current pricing. Then you'll see that we will turn a little bit and the ones that initially raise prices and maybe lost a little bit of conversion share, begin to start gaining traction because they're present in a market where others aren't. And then they may gain even more share when the others come in with their price hikes because then you start seeing consumers start to shop. You get this dynamic of prices going up and pausing and stopping and across various clients and it ripples through the market. Where we are right now as we think we're somewhere in the middle of that. We have seen, as I said a lot of examples now finally, for a while it was just we were saying nothing but reduced budgets, reduced pricing, and stoppages in terms of marketing activities and certain geographies. And lately, we have been seeing and have a lot of examples where folks have very successfully rerated in states have gotten much more active or have gotten active again in those states and have begun to reramp their spend in various loss segments in certain geographies and in multiple geographies. We're very much seeing the first pattern of one carrier that stopped early, went in, and started fixing their rates and the others hadn't gotten to it yet. We've seen successful rerating, successful repricing, and a reramp of marketing and others still in the process of beginning to do all that. What we haven't seen lately, and the other reason I say we're somehow in the middle is that most, if not all have now either pulled back their marketing spend or stopped their marketing spend, where they haven't been able to reprice and are unlikely to begin to reramp that spend until they do get repriced and they are in that repricing cycle now. Long way of saying we're finally seeing some upside from some carrier clients and the other carrier clients that we're not necessarily seeing upside from yet, we don't expect seeing more downside because they're out of the market. We're in the middle and again, as I said, we certainly feels and looks to us like we're beginning to climb back out. Coupled with that for what it's worth, we're not going to try to be heroes and predict the exact timing. That's fraught, but I will give you a couple data points. One of our competitors said in their call recently, in their discussions with clients that they thought that the client would begin in the second half of '22 and then market would be normalized by January. I believe I'm quoting that correctly. Folks can certainly check if not, I read that pretty carefully for [indiscernible] that's what they said based on their discussions with clients. Then another large carrier client said just recently that they did expect to be reramping their marketing spend and trying back into what they call growth mode or words to that effect in the second half of 2022. Those two things would also imply that we're at our near bottom and beginning to ramp back up.