The right content in the right hands at the right time, with Nicky Senyard

But people now aren't banking where their parents banked. So there's a whole lot of more agile'ness around money movement.

That's why a lot of influencers in this financial space have had such a great rise to fame: what it allows you to do is get very specific content right in the hands of the people who need it at the time that they're looking for it.

For the big enterprise financial institutions, this is anywhere between 35% and 45% of their acquisition funnel - if I'm going to get a new mortgage, or if I'm going to get a new business loan, I'm telling you, I'm going to research it.