A lot of the very old marketing in financial services was content marketing. So you have seen relatively little disruption amongst the most sophisticated market

A lot of the very old marketing in financial services was content marketing. So you have seen relatively little disruption amongst the most sophisticated marketers...they do the exact same thing they were doing three decades ago, they just send it by email instead of calling or mailing. There are differences: Motley Fool and Simply Wall St are two example of "innovators" (nominally SEO but in reality they just got into Google Feeds when it was easy to get in). My point though is that industry hasn't really changed. They are still selling the same dogshit products. As a startup, you have to literally drag your customers kicking and screaming away from stuff that will bankrupt them...every...single...one. (I say this as someone who ran a startup in the space that failed and then went into wealth management...the industry is horrible, horrible, horrible...with my startup, I made a couple of thousand and had individual clients who made $100k+ with my advice...still wouldn't listen to reason. When I worked in wealth management, we had clients who had money with us, were doing well, and then sold their business and decided they needed the "big name" financial advisor who would rip their face off in fees...I remember seeing the marketing docs for one of these pitches...$2.5m liquid cash account, I actually laughed at how bad it was (they had tried to construct a stock portfolio to generate fees, it was basically an index tracker)...I now do something else because I was just so jaded...but the irrational behaviour of people is brutally different to comprehend...it is anything to do with financial literacy either, some people just have no common sense, Warren Buffett is an example of how to do things, he decided what he was going to do, only people who aligned with the mission joined him...obviously, that doesn't really work outside of asset management).