FormAssembly: A Data Collection Platform for your CRM

Bienvenidos a otra edición de Tomando Café con Jesús Hoyos. And today, uh, we have David Scovetta, Ford Assembly Director, Information and Security, and we're gonna talk about Ford Assembly as a data collection platform for, you know, you know, for your CRM versus, you know, the traditional phone builders that we see out there in the market. David, welcome. Hi, thanks so much for having me. Perfect. So where, where, where are you calling from? Where are you, you know, where's your desk? Where's your house? Where, you know? So I am out in Las Vegas, Nevada. Um, it is only I think, uh, like 102 when I saw earlier today. I checked the temperature. Yeah, uh, um, you know, here in Florida it's close to 90 something. And you know, it's funny, every time that I see, you know, the, uh, the Alexas, whatever, the, the, there's, this is, uh, heat advisory, you know? So there's every day there's a heat advisory here in, in, in Miami. So, uh, it's insane. But you know, uh, it doesn't matter how hot it is outside, I always drink my coffee. So, uh, uh, are you a, a coffee lover? You hate coffee? You're more a tea person? I love coffee, and I was hoping you would ask me that, because I have my coffee right here. And not only that, um, I'm such an aficionado of coffee that, um, I actually have two special blends here, um, if, as you can see on camera. Okay. So this one right here, uh, I got maybe a few years ago from, uh, Senegal when I was visiting there for work. Uh, and this is, I actually just received a few days ago from a colleague of mine in the Philippines. Um, so I'm looking forward to this blend. Um, I have the Senegal roast right now in my cup. It's more of a darker blend. I'm drinking it black. Um, usually I'm a hazelnut guy, uh, but I don't put much sugar in there and it's enough to kind of kick me up and get me started in the morning. How about you? Yeah. Well, I'm, uh, I, you know, I, you know, black coffee, Americano, espresso, and, you know, and I know a really good coffee, doesn't matter if it comes flavored with hazelnut or something else. Uh, a good coffee, well, you know, well made, prepared, doesn't need sugar, you know? So, uh, but sometimes I like to add coffee to my sugar. So, uh, you know, I have, uh, this is like, I don't know, my 20th, uh, cup of coffee. Ha- and I, I also came prepared, David. Uh, you know, being from Puerto Rico and after Hurricane Maria, I just started, you know, promoting and buying, uh, coffee, uh, prepared and, you know, from, you know, grown in Puerto Rico and prepared and everything. And, and I, I have here called Abuelo Domingo. Ooh. Okay? Uh, Domingo, uh, Grandpa, Grandpa Domingo. Uh, and this is, they've been, you know, preparing coffees in 197- 17. Uh, it's a medium roast, uh, Arabica, you know, made in Puerto Rico. Uh, because sometimes, you know, the blends are not really made- You know, are not from that place, you know? Just people put them together somewhere, you know? Yeah. So, uh, my daughter, she's, she's in, in, in Maryland and we go to a, a local, uh, coffee, uh, place and Pick any country, pick any blends, you know, they prepare over there. You know, you can get the beans, you can get ground, you know, you can do everything, you know? So, uh, from time to time, you know, I, you know, I like to get, you know, the flavor coffee, you know, to, to learn. So very much like beer, you know, when I travel somewhere, I like to buy the local coffee, I like to try the local beer, you know? So that's, that's what I try to do, you know? So... And I think probably this is a good segue to, to what FormAssembly does, uh, because we have different type of coffees, and we have different type of form builders, you know? And probably we know the most one, you know, Google Forms or Microsoft Forms, and there's many out there, uh, uh, type of forms. Uh, you know, mostly used to capture leads, uh, capture, you know, uh, data. You know, it's funny because, uh, the other day, you know, I was doing something with a utility company in Orlando, and I went to set up the water and electricity for this, uh, uh, for this place in Orlando. And, and it- they took me to a, to a form, you know? And I know that you are, you know, you, you guys are big into security. I was looking the URL and following the process and what kind of stuff, and I started, you know, to see, are they protecting the form? Is the form integrated with the CRM system or their back office? You know, is this is encrypted? Uh, and it was a nice form, you know. Uh, good, no? Uh, uh, but some- from time to time, even CRM vendors, you know, uh, you know, when you want to register to a webinar or to an event, you know, they use Google Forms, you know? And it goes into Excel, and then, you know, use Zapier to get the data and import that or connect that with, with your CRM. And, and that's for me is a traditional form builder. You know, there's many out there. And at the beginning, I thought you guys were a traditional form builder, too, and maybe you, maybe you started like that, but now you are a data collection platform. So you collect data, you have workflows, you have a really good process to integrate with Salesforce and, um, HubSpot. And not only that, you know, you can also update documents... Um, I'm, I'm, I'm sorry, upload documents, okay? And, and, and move them to, to, you know, a- another place. In this case, you know, the form management system of HubSpot and Salesforce. And I have used you guys before, uh, you know, with service consulting, uh, during COVID, uh, to do the whole, you know, uh, Paycheck Protection Program. FormAssembly was a savior, okay? We were able to make, you know, apply the rules of the Small Business Administration with, with the bank that we were working, 'cause they were changing rules every day. And, and we were able to make that change and connect that to Salesforce to upload documents. And we have used for assembly with Salesforce and HubSpot for universities, you know, to manage the admission process, upload documents, you know, uh, do the whole safe and resume, preview, sign, you know, and, and, and so on and so on. And And that's why, you know, I reached out to you guys because, you know, I like your product, number one. Uh, disclaimer, as always, you know, we are a reseller. But I'm here, you know, as, as a, you know, a, a influencer analyst because tools like yours that are meant to collect data, and it happens that you collect the data through forms, you know, you have a whole architecture behind that to make sure that in, in the, you know, in particular industries, especially, you know, finance, uh, health, you know, uh, you guys comply with a lot of the s- you know, the standards, you know? And that data eventually needs to go into, into Salesforce or HubSpot, uh, with the right information, you know, the right contact ID, or Salesforce ID, or HubSpot ID. You know, uh, it goes into the contact, to the opportunity, custom objects. You upload the documents, you know. Uh, and, and, and, and that's pretty much, you know, the way I see how you guys do that, you know? It took me a while, uh, to think about that, you, you know, you're no longer a form builder. You're more a data collection tool. It gets- And, uh, uh, and, and the last thing I want to say, um, um, uh, FormAssembly have people like you who are protecting that data to make sure it's secure. Okay? So seeing that, tell me, tell me what, what is amazing? What else do I need to know about FormAssembly? Well, I, I think what, uh, makes FormAssembly, uh, a compelling product, and I would say form builders in general so useful, is just that they can be so versatile. Um, when a user goes, uh, to a website and they need to submit information, it usually seems pretty straightforward. Um, but if an organization is in the space of continually collecting data, um, and it could be part of a larger recurring thing, um, and it might come about in the most surprising of ways. So let's take a coffee shop, for example. Um, you have customers who come in. Um, you have markets you work with. You have suppliers. Um, you have maybe local food and health regulators. You know, th- there's a lot of things to, uh, to keep an eye on which people are looking for what information, and how do you kind of corral that together? So that's what makes, uh, really the power of these platforms, and I would say FormAssembly in particular, uh, so compelling is really on the back end, is, is that, um- you have so many opportunities to pull in the data that you need, so many different backend systems where you can compile it and really kind of make it useful so that, um, if you are a coffee shop owner or you own a hospital or you are a regulator or you are in financial services or whatever the case may be, you are spending more time focused on making utility out of the data you do collect than, you know, building ad hoc forms here and there. So I would say, um, the shining light of, um, FormAssembly in particular is that we, I would say, make it pretty easy to collect data. We make it pretty easy to build the things that's necessary to collect it. At the end of the day, most people are looking to get, uh, data from point A to point B. Um, but I, I think it... You know, that's simplifying things, but once you get into the details, the, the A to B is where it gets a little more complex. Um- And my, yeah, I'll certainly admit my role is wearing a security hat. So there's a lot of points in that. Um, generally regulators don't care about what system you're using. They wanna make sure that, uh, the data is safe as it goes from A to B. Uh, same thing with customers. They wanna make sure that, um, when users sign up for something and they sign something, they agree to something, if something is important, they wanna know that data is safe and secure as it goes to, um, whatever information, uh, carrier they're sharing that with. Um, they don't want that made public. They don't want that being outwardly available. They don't want it getting leaked and things like that. Um, especially where that data is sensitive, um, those... The, the security and compliance angle, um, becomes a lot more prevalent. On the compliance front, uh, a lot of the regulatory frameworks are focused on the data itself. So they're not looking to neg- necessarily regulate a form company. They are looking at, uh, the kind of data that you're, you're transmitting from A to B. You know, is it sensitive? Is it, um, financial in nature? Is it health-related? Is it, um, education-related? And then that's where the scope of the e- these exercises come into place, and that's really what keeps me busy, uh, during my 9:00 to 5:00 during the week. So, uh, it's very, uh... It's a very exciting space to work in, uh, very exciting industry to work in, especially now with the advent of AI, uh, certainly, uh, making things more exciting across the board. Yeah. I mean, let's, let's pick the, the... Let's select the, the use case of collecting data for a higher education, you know? And traditionally, you know, uh, eh, you have a, any CRM... Well, let's be specific here. You have Salesforce. You might have a Salesforce, uh, higher education, you know, vertical, the education vertical and, and, uh... Or you have just a Sales Cloud, okay? So you have the higher education, you know, vertical with the community and the, you know, the external application that provides. You know, that's perfect because you can build everything in there. But especially if you are a university in Latin America, you know, you don't have the budget to buy, you know, the full-blown, you know, vertical, you know? So then you say, "You know what? Let me, let me keep Sales Cloud. I won't be able to upgrade. Uh, but let's, let me bring, uh, for Assembly." That's where the... That's our use case And, and what happens here is that, you know, talking about data, protecting the data model and everything, you know, what you do? You create a form, and you put all the drop-downs and, you know, you have a set of data with metadata in your form builder, and then you have the set of data that you have in Salesforce, and you need to be sure that they are really map and they connect with each other. With you guys, you know, you have a dynamic pre-fill connector, so you look at the data in Salesforce so you don't have to replicate that data, uh, in FormAssembly. You have dynamic pick lists, okay? The same concept. You have logic to do lookup so I can validate if the person already exists in Salesforce or not, you know? So you're, you're embedded, you know, with the, with Salesforce API to be sure that you protect what a contact is, what an account is, what the opportunity is, and whatever other custom object you have. So I f- I find that to be very specific because that was one of the things that during the, uh, uh ... during any process, you know, to come up with a, a, you know, an application process, you know, for admission works really well. Now, the other side is that- Traditionally, in universities, especially in Latin America, well, probably I will say outside United States, the admission process is a marketing sales process, okay? And you need to collect good data, you need to approve that data in the CRM system, uh, and you need to, to sell the, the, the academic program, and you need to upload those documents, and you need to approve those documents. And many of the student information system, they do that, but they do it in a very strict process because it's very academic. It's a very admission process, you know? But nowadays, you know, people upload documents through WhatsApp, or they send you an email, you know? Or, you know, they upload a document, uh, and they, you know, they give you, you know, five reasons, you know, why they want to, uh, get admitted, they want to pay. That's a very commercial process. It's not really an administration process, you know? So, uh, I see, you know, the da- the data platform that you provide in higher education as a big plus because you consolidate the process, you know, and you make it very, uh, very flexible, but at the same time, you're protecting the data. And, and you can do wonders. I mean, we, I don't, you know, we have do wonders, you know, uh, to do not only for the admission process, but also, you know, the student who wants to transfers, you know? A stu- a student that have to take the, the exam, the administration exam. A student that want to do, you know, uh, uh, an interview or do a, a site visit, you know? Some academic programs for a particular cycle in that year requires a different, uh, application process, you know? So I can have workflows and rules, if this and that, do X and Y, you know? Uh- And my question in that particular case, you know, you know, how you guys thought about this, you know? Because I, I have used other form builders, uh, and, and you know, and some of them are really good. Uh, uh, but I keep saying form builders, but they are not a data platform to collect data. Okay? So based on what I'm saying, could you give me the, you know, why you guys are different from the traditional form builders out there in the market? Uh, t- so two reasons, and I think one you touched on earlier. Um, one would be the, the dynamic configurations and workflows that we have available. Um, so being able to make the general process of collecting data easy, um, and also flexible depending upon the specific scenario where you have different kind of, uh, flow trees- Yeah ... depending upon what scenario you have. L- so let's say you have an enrolled student, and they're enrolling for the next semester, um, or they're changing what they're currently enrolled to, or they're, um, changing a new, uh, subject they want to, uh, a new school under the same program or something like that. Um, having the flexibility to kind of carve out those paths and under what conditions does, you know, A, B or C data go, um, is pr- is a pretty powerful tool so that, uh, an administrator is really just building the, the forms and the workflows and the configurations once, and then kind of allowing the platform itself to do the job while, um, the administration side is really just looking at the data, whether it's in Salesforce or HubSpot or something else, uh, and making the necessary changement, uh, changes from there. Um, so I would say that's certainly one powerful angle. And the, the other point is that, um, yes, Salesforce certainly is our bread and butter, but we do offer other integrations as well. So, uh, I know a lot more organizations tend to be using HubSpot these days. Um, we've even seen quite a bit of usage with, uh, Google Drive on some of those components. So there's a variety of different endpoints that I would say is flexible enough to, um, meet changes with, uh, an existing organization. So if they decide, "You know what? Salesforce isn't for us, we wanna start using HubSpot," or vice versa, um, it's not a significant overhaul. It's, it's a matter of just implementing a few configuration changes, and then things basically work the same way. Um, so it's powerful but flexible in that regards to that, um- Especially in, uh, the education industry where, um, you might have different variations in use cases, you might have, uh, new signups, new processes, things that are happening on the fly. Um, you don't have to build out from scratch each and every new form. You might make a few adjustments here and there. Um, if you change your, your back end, who you're, uh, ultimately sending that data to, um, that's not a major architectural change either. And I would argue those things are harder if you're either rolling your own or you're using something simple, um, you spend quite a bit of time kind of building your own forms on the fly. So one thing that I, I like in particular is the, the flexibility in you kind of set it up Uh, appropriately once, and then you kind of refine the configurations from there. But you're spending most of the time looking at the data itself and, and helping... In the education sector, you're helping the students get to the right class, start the right enrollment, um, make the right changes to their profile, et cetera, um, rather than, you know, building and changing forms on the fly. And I think that's the real value, because the value in any, any data collect- collection platform really should be in, uh, collecting and, and making that data usable, um, and, and working from that rather than, like, building the form itself. Um, so I generally like the flexibility. Yeah, maybe that's- And I think that's... Sorry, go ahead. No, no, go ahead. Finish. Finish. Oh, I was just gonna say, I think that's where, um, some, um, basic form-based products and more traditional, maybe less on the, uh, data collection orchestration side, um, probably don't offer as much flexibility on. Um, sorry, you were gonna go ahead? No. Yeah. Uh, HubSpot, I don't know you know, you know this, but I'm the, I'm the reason why you guys have that connector with HubSpot. Um- No kidding. Yeah. Actually, uh, a year ago, you guys, uh, ma- you know, came up with a release, and you guys quoted me on the release. Uh, and, uh, you know, because I've been, you know, you know, at least in Latin America, HubSpot is everywhere for higher education from the marketing point of view. And more and more, I talk to universities, you know, and more and more that I talk to, to other industries, you know. There's this process that I need to collect data, you know, beyond the traditional landing page and the form that you have in your landing page, uh, to make sure that I have everything that I need to make that contact via WhatsApp, email, uh, or phone, to be sure that I have the everything that I need, okay, to move to close the deal. And what I mean to move to close the deal, you know, you already qualified, but we're humans, you know? Uh, we, we send information everywhere, you know, by any channel: email, WhatsApp, you know, uh, so on and so on. And people need, like, a place to come back and say, "I uploaded the document. I updated my address," you know? "I up- I added the information about my daughter," you know? "The car information is here. When I'm moving date is here," you know? Uh, I can do save and resumes. I can log in. I always come back and, and continue with that, with that form. And, and that's one of the things that, you know, uh, that I see a lot in higher education, you know? Because again, you need dynamic multi-page workflows, uh, previews, review this before you do X, you know? Make sure that you bring that. Come back and bring all the documents. Be sure... You know, this happens all the time, you know? I upload documents and I, you know, I upload three gigs and I uploaded my XYZ what- what- whatever is the name of the file, but I can... The moment that you upload, I can check for the size of the file. I can check I only upload PDF file. I can check also, you know, if it has a weird name, so I can put the real name of the file, you know? Like driver license, you know, you name the date and, you know, uh, JPEG or PDF file, you know? So, uh, you know, a lot of that stuff you guys do, you know, collect the signatures, you know? So, uh, one of the key things that, that I see here a lot, you know, uh, and, you know, going back to, to the when we used ForAssembly for doing the payroll protection program back in Puerto Rico, was the capa- the capability to change based on the new rules Okay? And again, sometimes, you know, uh, when you need to apply for a mortgage or a credit card, when- or, or you're a fintech that you need to validate information, you know, it's to collect the data so you can make decisions, okay? It's not to collect the data and then move that data quick right away into the, into the system, you know? Because we're humans, you know? And a lot of people say, "Oh yeah, let me put first, last name, email, send a, uh, a, you know, a follow-up email." The person comes back, continue. No, I want to be able to, to go through a wizard, collect the data, educate the person in what the data can... You know, they need to, to input, review it, approve it, you know? Uh, it goes into the CRM system, you know, and there you can follow with a Salesforce flow or a HubSpot flow, you know, and continue the process until you've, you have it that is, that is, that is real, no? So I see that a lot, and the other thing that I see a lot, David, is, you know, not, not every, uh, company is a, a bank or higher education or coffee company. You know, they don't have the capability to collect the data, you know, from a secure point of view. You know, if I use Google Forms or s- Microsoft Forms, we know that that's gonna go into Excel somewhere. You know? Yep. And then, and you know that you're gonna Zapier to send it somewhere else, and then it's gonna go another place. And with Ford Assembly, you know, everything is gonna be connected, integrated. Could you talk about that? Because, I mean, there's a bunch of holes out there, you know, if you start using the traditional, you know, forms. I mean, if you're a small business, I can... You know, and you collect first name, email for a, you know, a, a, a offline whatever event, a golf tournament, and you want to register it, yeah, that makes sense. But if you're an enterprise and you're gonna get, you know, thousands of people to register to the event, and after that you're gonna send that to the CRM system to follow through because you want to upsell, cross-sell with products, you need to have a data collection platform Yeah. Um, so I think the, the virtue of FormAssembly in that kind of a position is that the, uh, connectors and integrations that we generally work with are kind of by design, uh, positioned to be more secure and not needing to, um... You know, it's, it's not as though If a, if someone goes to, uh, a generic form builder service, um, you, you don't really know what that back end is. Is, is it a CSV file? Is it a text file or something that just gets like shipped off or emailed to someone? Um, like the, there isn't a whole lot of, uh, constraints to that, and I think that's where there are probably some challenges in, in trying to navigate that. Um, so the, the virtue of, of FormAssembly is that in the FormAssembly service itself, you are intentionally designing, uh, the forms and the workflows and the configurations. You are sharing that with only the appropriate people. You don't need to overshare just because you're not sure how else to configure it, um, and where the data needs to go into a destination, so maybe it's Salesforce, HubSpot, whatever else. Um, the routing of that data, that pathing, is also intentional. So that is then shared with whomever the Salesforce or HubSpot users are, um, so that it doesn't need to, uh, expand to a wider audience that is, than is necessary. It's kind of by design, um, the data collection is by design, I should say, to go only to the, the destinations it needs to and only really be, uh, viewed and seen and visible to the people who are really operationalizing it, the people need, who need to help make those decisions on, you know, if it's education, uh, student decisions, uh, semester starting and whatnot. Um, and I, I think, I mean, if you look at our help center articles and our trust center articles, um, the even the more skeptical of internet users can look at most of our documentation and, uh, sit back a little bit safer that, um, they can see that the, the data flows, um, from the form endpoint, the website into FormAssembly and, and those downstream connectors is secure from A to B to C. Um, so I would say, yeah, we, we try to make it easy to collect that data. We try to make it, uh, as flexible as possible, uh, to keep up with dynan- dynamic changes across industries, and we try to keep the pipeline exactly where it needs to be. Uh, no more, no less, and make it easy for admins to kind of magic, uh, excuse me, manage that data path So listening to you, you know, and looking at your website, you know, you guys are not, from, from what I see, are not into the hype of AI, but you guys have some AI capabilities, you know? Uh, I mean, when I go to your webpage, I mean, I don't see, "We have the first AI for form builders," you know? I don't see fireworks. I don't see the hype, you know? Because, you know, data is data. You need to secure the data. You talk about, you know, you know, collecting the data, having data validation rules, having workflows, you know, uh, and then, you know, work, you know, be sure that it's there and it's protected, you know? And so on and so on, based on the conversation. But what, what are you guys doing in terms of AI, you know? And- So- And, and, yeah, go ahead. Um, no, the, I'm, I'm glad you brought this up, um, because this is actually a, a really e- exciting spot to be in. Um, to your first point, um, uh, yeah, if you go to formsassembly.com, there's not a whole lot of splash about AI. And then when AI first started making waves, I think a lot of companies, uh, were on either side of a bell curve. You had some companies that were, um, straight out of the gate, everything's gotta be in AI. We're gonna replace all our systems. Everything is gonna be AI now. And you had the other side of that bell curve where, um, people didn't wanna touch it at all. I don't trust it. It's not safe. It's, it's not this, it's not that. Um, FormAssembly, to its credit, I think took a more reserved approach, where, um, it wasn't a question of like, how can we stuff AI in our product? It was more of like a, what problems can we solve for our customers and for our form users and for respondents to which AI would be genuinely helpful and meaningful? And I think that approach has kind of made a, made all the difference for, um, how we approach AI in general at FormAssembly, b- but also how we integrate it into our product. Um, and to your, your next question, uh, what is FormAssembly's... Like, how are we using it? How do we make it available? Um, I think one thing that, uh, one particular use case that we found really compelling for AI was form building. Um, so- Can we take natural language, um, build me a form that collects basic student information that can be sent into Salesforce that collects, you know, their name, their address, and let's say their phone number and that's it, and send it over to Salesforce? Can you translate that natural language into form design? Um, because then that, if you are the form admin, um, you can spend even less time building forms and workflows. Uh, just type in what, what it is you're looking for and AI can actually construct the form for you. And I think that's a really compelling use case because that kind of supports the premise that FormAssembly is there to help data collection and the use of that data, not just form building for the sake of form building. So I, I think that's a really powerful story. Um, we also have a few other, uh, more nuanced use cases. Um, so, uh, taking pre-generated, uh, content and using that to also construct form design. So maybe you're an organization that has been, uh, collecting data through f- faxes, emails, old-fashioned, you know, people mail them in and whatnot, so you have a- I say the other day, the other day, I, I call my wife, I wish I have FormAssembly. I had to fax a form Wow ... fax. I had to fax a form, you know? Um, download a PDF, fill out, you know, sensitive data, and we have to pretty much fa- And we go, "How do I fax it?" You know, we went to the local UPS. Yeah, where do you find a fax machine these days? We send it, and I go, well, I mean, it's, it's, it's a, you know, classic, uh, you know... Let me take the form, let me pass it through AI, you know, uh, and validate I have the right data and everything, and that's your first, you know, draft of the form. And then you bring the data architect/form builder/ you know, s- uh, assuming that you c- you integrate with Salesforce to collect the data and, and, and put it there, you know? So but now let me ask you this. So, you know, I'm not gonna integrate with Salesforce. You know, you have connector with HubSpot and Salesforce, uh, and I want to connect to my back office ERP system, you know, uh, uh, document, you know, contact center, uh, government system, you know, whatever that is. You know, h- you know, how do you guys organize that? You know, how do you structure, uh, a, you know, your API to be sure that, you know, that data eventually can go to another system that, you know, they are not, uh, you know, a CRM? Well, we do have a variety of other, um, connector paths. Um, so webhooks comes to mind. Um, we, we do have an API with, with some capabilities there, uh, and some other tools and, and connectors that we do have. Uh, webhook certainly- uh, certainly comes to mind. So in the event that, you know, an organization isn't using Salesforce or HubSpot or maybe they have something bespoke, um, there are still options there to, uh, connect it to whatever that, that other system is. Takes a little more design, admittedly, to get that up and running, but, uh, the technology and capability is certainly there So what's next for you guys? You know, you have the foundation, you have the security, you connect to the, you know, to CRM. Uh, you have, you know, your API, you have connectors for payments. Uh, you, you know, have LDAP, you know, CAS and, you know, SAML. Uh, you can do sort of contracts with your signature to approve the contracts. You know, uh, w- you know, what's next for you guys? More connectors in different industries? So, um, I probably have a few generic answers for you. Um, I guess depends on who you're talking to. Since you're talking to, uh, your security and compliance guy, I'll probably, uh, speak to that a little bit as well. But I would say generally, as far as our products and services are concerned, um, the way we approach is we are very much looking at solving for customer use cases and then, you know, what technologies, what connectors, what integrations kind of best solve for them. So we're always on the lookout for, um, how customers are collecting and using data to kind of help drive that product development path forward and design that roadmap. So certainly I would say connectors is a part of that. Um, we're also continuing to look at our use of AI, and, um, a- again, I, I, no- nothing I can really reveal at this point, but Um, we're certainly looking at those kind of use cases and taking a very almost, uh, surgical lens, uh, in looking at those customer challenges and saying, "What, what problems, um, can we solve with the use of AI?" Kinda like how we talked about, um, uh, form templating from file types and, uh, form generation. And being very thoughtful in, in terms of like where, uh, where we see the direction of AI in our products and services going forward and, and what... Like, what and where might we apply that that would be meaningful and genuinely useful, uh, for both form admins and respondents, and generally make it a more pleasant response, uh, and process, uh, across the life cycle. As for me, um, I would say the AI space is very, very interesting. Um, with the advent of the EU AI Act, we're certainly taking a look at that as FormAssembly operates globally. Um, so both as it relates to our own product and, you know, we have third parties we work with, and we have some AI capabilities in our own products and services. Uh, that is definitely keeping me busy these days. The, uh, the less exciting, less glamorous, but equally busy, uh, forefront of the AI regulatory space and compliance space, I would put it How often, you know, the security, cybersecurity, you know, comes as a requirement from companies in the States, you know, that, that are looking at for assembly? So, um, I would say all companies right now are looking for some degree of security validation. And I would say what's changed over the last 10 years or so, um, would be what counts as validation. So, uh, how would I prove to a new customer that security and compliance is as good as we claim? Um, you know, that can be filling out a questionnaire, um, could be answering questions, having a meeting. But typically where I'm, I'm seeing the most amount of attention these days is in compliance and audit reports. Um, so SOC 2 in particular, I feel like has become kind of the de facto standard of verifying and validating, uh, security across organizations. I, I think when it first started, it was a little more centered on financial services, but now it's had a great deal of more utility, and I'm seeing that kind of across the board. So we do spend quite a bit of progra- uh, excuse me, quite a bit of time, uh, maintaining that program so that we are kinda perpetually and continuously ready to speak to that. Um, but generally, whereas I would say 10 or 15 years ago, I would only expect larger enterprise vendors to have that kind of report available and only larger organizations, uh, require it, I would say has drastically changed from where we are today. Whereas it is becoming more a, uh, more of table stakes in, in that just to do business, uh, at that level, um, pretty much requires the, the SOC 2. And I'm even seeing that in the, the audit space. Um, there's a lot more audit partners and service providers that offer that kind of audit cycle for, uh, for technology companies. So it, it's nice in that, um, going back, I guess, to data collection, it provides a universal way to prove to the largest volume of customers that you do have your ducks in a row. Uh, which is kind of nice, um, because, you know, I, I've done questionnaires for customers and I've done questionnaires, uh, to vendors and service providers, so I, I've been on both sides of it. Um- And it can be pretty tedious when you have, um, if you are a service provider and y- you have 100 different questionnaires coming your way over the course of a couple of months, and they all vary in what they're looking for, uh, with the questions they're asking. They're probably similar in tone, and I think that's a lot of the value in, in what some of these compliance programs do, is that they kind of unify the core asks that m- um, most organizations are looking for these days. So there it is. So, you know, here to resume, you know, uh, you know, it's obvious that you guys are more than a form builder. You're a data collection, you know, and, uh, a tool. And, you know, I seen it, you know, uh, through doing complex, uh, student application, uh, uh, uh, processes, collecting data and everything, and as well during COVID, you know, with the PPP, the Paycheck Protection Program, you know, that the small business were changing, you know, their rules every single day. Uh, and, you know, and validate, you know, everything, you know, as a, as you, you know, requesting the money that was given by here in the, by United States back then. Uh, what is truly unique that we don't know about FormAssembly or, or, or the market doesn't know, or, or they, though they have a different mindset of, of that space, what is unique about you guys that we don't know yet? That is a good question. What is unique about FormAssembly that most people don't know? Um, hmm. Well Let's see. Let me start with, um We are, uh, we're, we operate globally. Um, so for companies that are operating in different regions and different countries and have a variety of different use cases, um, we have, uh, different hosting services available in a variety of different regions, so we're not y- US only or US focused. Um, we do have global reach. And I would say that our form design and approach to kind of making it easy to build and configure and run your business with forms and data collection, uh, I would say resonates pretty well across a variety of industries, whether you have one single data collection thing that you need to, uh, get on your site and just collect data consistently but uniformly through that, or maybe things change a little more often and you find yourself, uh, needing to account for, you know, these different scenarios, you know, once or twice a week. I, I would say what makes FormAssembly unique in that space is its, its flexibility and its ability to scale. Uh, we work very well with small companies with maybe simple use cases, and as they grow, and maybe as their data collection requirements grow with them, uh, how FormAssembly works, uh, scales and becomes more flexible and, and more powerful along with them. So, uh, yeah, I would say- Yeah, I, I, I want to resonate with this, and this will be my message to the people who are listening to us in the podcast and then, you know, some- somewhere in YouTube, is that, yeah, you guys can scale. I, I seen that process. Uh, we have user product in Africa, we have user product in, in Mexico, in Puerto Rico, in Ecuador, uh, and the capability to scale has been really important. Uh, a scale within the integration with the CRM system and, you know, this is coming from the IT director of one of my customer. He said, "I can, I can use it for something else additionally that I have in IT." I say, "What?" "All those, you know, Microsoft Forms that end up in somewhere in SharePoint, you know?" And I say, "How many do you have?" "Hundreds. Hundreds, you know, collecting the same data, blah, blah, blah, you know? And I want all that data to be secure, all that data to be in the documents that people upload. It needs to be here, you know, in real... You know, it needs to be out there, you know?" Uh, you know, I know you guys use Amazon as well. So that's for me. I mean, it's a, you know, the scalability, you know, to, to expand is really important. Uh, and a lot of people, you know, a traditional form builder, uh, you know, they might not scale. It might be very specific for a use case, and there's many out there, uh, and they're, you know, they, they are good for their use cases and the purpose But if you truly want to scale, that's for me, you know, why it's really important, you know? The only limit that I saw way back, uh, David, was the capability to upload a particular document that was really big. Uh, but, you know, I told the customer, "Why do we need to do this?" You know, that's an exception, you know? Uh, and, and, and but then we integrated into Salesforce, so, uh, you know, that would take a lot of space in Salesforce, you know? So, uh, so that would be the, the ca- Now this is something unique that I saw, too, and we're gonna leave it like that. Don't I, I give you the last word. You know, I don't need to upload a document to, to Salesforce or HubSpot. I can, I can, I can just give you the link of the document, and the document resides in, in Ford Assembly, you know? So that's really important, too, as well. So this, you know, this, this, this, this, you know, is important. You know, I- AWS has some strict, you know, document management capabilities for security, you know? So, uh, uh, so the people that manage documents in AWS will know what I mean, but that's part of the process, you know? So, uh, thank you for being here, David, and I leave you the, the last word before we finish here. Jesus, it's been great. Thanks so much for having me. I really appreciate it. Um, I would say, uh, to everyone listening, just have a fantastic week. Uh, enjoy your coffee if you are a connoisseur, and, um, I wish everyone the best. Perfect, David. Don't, don't leave me, okay? Don't go. Bueno, esto ha sido Jesús Sollo. Hoy nos visitó David Scovetta de Ford Assembly. Eh, ya saben, esto va a estar en todos los podcast, plataformas de podcast allá afuera, y estén pendientes que por ahí también vamos a tener varios webinars con, con Ford Assembly y este servidor también, este, hablando un poquito de sus capacidades en el mundo de educación y finanzas. Nos vemos hasta la próxima. David, thank you so much. See you soon. Thanks so much.