Glenn Williams
Analyst · Ian Ryave with Jefferies. Please proceed with your question
Sure. I'll take a shot at both of those and see if it's helpful. We had a change in our contracts with our product providers that provided a little more clarity and perhaps even slightly more certainty in those marketing dollars, because they now -- the relationship we have around them is in riding now. It's not that it can't be changed. It can be changed, but at least I think it's a little clearer and a little -- slightly more ability to anticipate it. And so with that certainty and awareness, we could pull it into the LTV calculation, so it was primarily money we were already receiving in other lines. But with the certainty we moved it into the LTV, and I think that's a pretty standard procedure. And of course, there are additional increases as there have been some commission increases. So the change is not solely attributed to that of the increase, perhaps a little over 80% was attributed to the reclass and a little less than 20% to other increases. So that's behind that. Just -- and we like it better, because it provides more clarity to the financials of the business doing it this way. So we took it as a positive process change. But clearly, it's not all financial impact, change is not that big since it's just moving from one area to the other. And then secondly, Ian, on the question of where we target it's interesting, our business grows where we have leadership on the ground, and we do move leadership around occasionally, but not that frequently. And so our business generally runs in line with population of the U.S. and Canada and as the middle income market grows, which it continues to do, we grow, but we have not found it worthwhile to specifically target areas. If we don't have leadership on the ground than us trying to artificially grow in an area that is underrepresented in our business, we've just not found success in doing that. Now when people ask us, if they want to move to a place with more opportunity, we can tell them, because we know where we're underrepresented, but we've just not found it profitable to move people who choose not to move to a new location and have them struggle. If they want to move back home, where they came from and that's an underrepresented area, that's great. That works well for all of us, but we don't try to do that artificially from the company level.