Platform

Content Management System

Your Wealth Content Everywhere

Manage once. Distribute to portals, emails, and reports automatically.

Publish directly where your advisors work. Control your message. Look professional doing it.

The Problem

Your Best Content Goes Nowhere

Monday morning market update.

You write brilliant analysis. Email it to 47 people. Three read it.

Investment committee insights.

Game-changing strategy discussion. Gets buried in meeting notes no one can find.

Best practice from your top advisor.

Could help everyone. Lives in a random Slack thread that dies in 24 hours.

Your firm generates incredible content. Then it vanishes.

Meanwhile, your advisors are googling basic market updates instead of sharing your expertise with clients.

What We Fix

Content That Lives Where Your Team Actually Works

WYSIWYG Publishing

Write, format, publish—right in your advisor platform. No technical skills required. No waiting for developers.

WYSIWYG Publishing

Write, format, publish—right in your advisor platform. No technical skills required. No waiting for developers.

WYSIWYG Publishing

Write, format, publish—right in your advisor platform. No technical skills required. No waiting for developers.

Embedded Everything

Videos, podcasts, documents, interactive charts. If it matters to your advisors, it goes in seamlessly.

Embedded Everything

Videos, podcasts, documents, interactive charts. If it matters to your advisors, it goes in seamlessly.

Embedded Everything

Videos, podcasts, documents, interactive charts. If it matters to your advisors, it goes in seamlessly.

Smart Distribution

Content appears in advisor dashboards, client portals, and team workflows. Your insights reach people where they need them.

Smart Distribution

Content appears in advisor dashboards, client portals, and team workflows. Your insights reach people where they need them.

Smart Distribution

Content appears in advisor dashboards, client portals, and team workflows. Your insights reach people where they need them.

Professional Presentation

Every piece of content looks polished, branded, and worthy of your firm’s reputation.

Professional Presentation

Every piece of content looks polished, branded, and worthy of your firm’s reputation.

Professional Presentation

Every piece of content looks polished, branded, and worthy of your firm’s reputation.

Content Management System

What You Get

WYSIWYG Editor

What you see is what you get

Rich formatting without HTML knowledge

Perfect for announcements, education, thought leadership

Professional results every time

WYSIWYG Editor

What you see is what you get

Rich formatting without HTML knowledge

Perfect for announcements, education, thought leadership

Professional results every time

Unlimited Publishing

No post limits or content restrictions

Publish market updates, firm news, training materials

As much content as your team needs

Zero additional fees

Unlimited Publishing

No post limits or content restrictions

Publish market updates, firm news, training materials

As much content as your team needs

Zero additional fees

Media Management

Upload, organize, manage all media assets

Images, PDFs, videos, documents—one place

Seamlessly connect to pages and workflows

Professional media library organization

Media Management

Upload, organize, manage all media assets

Images, PDFs, videos, documents—one place

Seamlessly connect to pages and workflows

Professional media library organization

Flexible Organization

Custom categories that make sense

Easy browsing and content discovery

Organized by topic, team, or relevance

Find what you need when you need it

Flexible Organization

Custom categories that make sense

Easy browsing and content discovery

Organized by topic, team, or relevance

Find what you need when you need it

Multi-Author Support

Entire team can contribute content

Role-based permissions and approval workflows

Collaborative content creation

Maintain quality while scaling voice

Multi-Author Support

Entire team can contribute content

Role-based permissions and approval workflows

Collaborative content creation

Maintain quality while scaling voice

Video & Podcast Integration

Embed videos directly in content

Connect podcast feeds automatically

Rich multimedia experiences for advisors

Content that actually gets consumed

Video & Podcast Integration

Embed videos directly in content

Connect podcast feeds automatically

Rich multimedia experiences for advisors

Content that actually gets consumed

WYSIWYG Editor

What you see is what you get

Rich formatting without HTML knowledge

Perfect for announcements, education, thought leadership

Professional results every time

Media Management

Upload, organize, manage all media assets

Images, PDFs, videos, documents—one place

Seamlessly connect to pages and workflows

Professional media library organization

Multi-Author Support

Entire team can contribute content

Role-based permissions and approval workflows

Collaborative content creation

Maintain quality while scaling voice

Unlimited Publishing

No post limits or content restrictions

Publish market updates, firm news, training materials

As much content as your team needs

Zero additional fees

Flexible Organization

Custom categories that make sense

Easy browsing and content discovery

Organized by topic, team, or relevance

Find what you need when you need it

Video & Podcast Integration

Embed videos directly in content

Connect podcast feeds automatically

Rich multimedia experiences for advisors

Content that actually gets consumed

The Transformation

The Transformation

Before Milemarker CMS

Before Milemarker CMS

  1. Market updates = email that gets ignored

  2. Investment insights = lost in meeting notes

  3. Best practices = die with the advisor who created them

  4. Firm content = scattered across 12 platforms

New account opening = 2 weeks, 6 systems, 47 manual steps

Approval process = email ping-pong and hope

Help desk = "have you tried turning it off and on again?"

Process visibility = "let me get back to you"

New account opening = 2 weeks, 6 systems, 47 manual steps

Approval process = email ping-pong and hope

Help desk = "have you tried turning it off and on again?"

Process visibility = "let me get back to you"

After Milemarker CMS

After Milemarker CMS

Market Updates

Embedded in Advisor Workflows

Investment Insights

Searchable, Accessible, Actionable

Best Practices

Shared Across Entire Team Automatically

Firm Content

Centralized, Professional, Actually Used

" One of the biggest challenges facing financial firms today is true ownership of their data. Data about their clients, prospects, and their business is living in a variety of systems that dont always talk to each other that well. That limits the firms ownership of the data and their ability to run their business effectively and serve their clients to the fullest. The Milemarker team, theyre on a mission to solve that problem. "

Mike Langford

CEO FinservMarketing

" One of the biggest challenges facing financial firms today is true ownership of their data. Data about their clients, prospects, and their business is living in a variety of systems that dont always talk to each other that well. That limits the firms ownership of the data and their ability to run their business effectively and serve their clients to the fullest. The Milemarker team, theyre on a mission to solve that problem. "

Mike Langford

CEO FinservMarketing

" One of the biggest challenges facing financial firms today is true ownership of their data. Data about their clients, prospects, and their business is living in a variety of systems that dont always talk to each other that well. That limits the firms ownership of the data and their ability to run their business effectively and serve their clients to the fullest. The Milemarker team, theyre on a mission to solve that problem. "

Mike Langford

CEO FinservMarketing

300%

Increase in content engagement

300%

Increase in content engagement

Investment Insights

Now used in 90% of client meetings

Investment Insights

Now used in 90% of client meetings

Best Practices

Shared across all advisors

Best Practices

Shared across all advisors

Professional

Brand consistency in every piece

Single Platform

Training Instead Of Multiple Systems

Professional

Brand consistency in every piece

Content Management System

Built For Advisory Firms

Investment Committee Integration

Turn meeting insights into advisor-facing content automatically. Strategy discussions become client conversation enhancers.

Investment Committee Integration

Turn meeting insights into advisor-facing content automatically. Strategy discussions become client conversation enhancers.

Investment Committee Integration

Connect Investment Decisions To Trade Execution

Automatic Allocation & Rebalancing

Real-Time Funding Alerts & Cash Management

Direct Integration With Your Trading Platform

Market Commentary Pipeline

Daily updates, weekly outlooks, quarterly strategies—published where advisors can actually find and use them.

Market Commentary Pipeline

Daily updates, weekly outlooks, quarterly strategies—published where advisors can actually find and use them.

Market Commentary Pipeline

Comprehensive Performance Tracking Across All Investments

Risk Analytics & Attribution Reporting

Custom Benchmarking & Peer Comparisons

Client-Ready Performance Summaries

Training & Development

Onboarding materials, skill development, compliance updates—organized and accessible to the right people.

Training & Development

Onboarding materials, skill development, compliance updates—organized and accessible to the right people.

Training & Development

Connect Investment Decisions To Trade Execution

Automatic Allocation & Rebalancing

Real-Time Funding Alerts & Cash Management

Direct Integration With Your Trading Platform

Client-Ready Content

Everything published can be shared with clients. Your advisors become thought leadership distributors.

Client-Ready Content

Everything published can be shared with clients. Your advisors become thought leadership distributors.

Client-Ready Content

Comprehensive Performance Tracking Across All Investments

Risk Analytics & Attribution Reporting

Custom Benchmarking & Peer Comparisons

Client-Ready Performance Summaries

Content Management System

Embed Anything

Interactive Charts

Live market data, portfolio performance, economic indicators—embedded directly in your content.

Interactive Charts

Live market data, portfolio performance, economic indicators—embedded directly in your content.

Interactive Charts

Connect Investment Decisions To Trade Execution

Automatic Allocation & Rebalancing

Real-Time Funding Alerts & Cash Management

Direct Integration With Your Trading Platform

Document Libraries

Research reports, whitepapers, compliance guides—organized and accessible within content.

Document Libraries

Research reports, whitepapers, compliance guides—organized and accessible within content.

Document Libraries

Comprehensive Performance Tracking Across All Investments

Risk Analytics & Attribution Reporting

Custom Benchmarking & Peer Comparisons

Client-Ready Performance Summaries

Video Analysis

Record market commentary, strategy sessions, or training materials. Embed seamlessly.

Video Analysis

Record market commentary, strategy sessions, or training materials. Embed seamlessly.

Video Analysis

Comprehensive Performance Tracking Across All Investments

Risk Analytics & Attribution Reporting

Custom Benchmarking & Peer Comparisons

Client-Ready Performance Summaries

Content Management System

Content That Works

Market Updates

Daily insights that advisors can immediately share with clients—elevating every conversation.

Market Updates

Daily insights that advisors can immediately share with clients—elevating every conversation.

Investment Research

Committee decisions, strategy changes, and market analysis—accessible when advisors need it most.

Investment Research

Committee decisions, strategy changes, and market analysis—accessible when advisors need it most.

Best Practices

Successful advisor techniques, client management strategies, and growth tactics—shared across your entire team.

Best Practices

Successful advisor techniques, client management strategies, and growth tactics—shared across your entire team.

Firm Announcements

New hires, strategic initiatives, and company updates—delivered where your team actually pays attention.

Firm Announcements

New hires, strategic initiatives, and company updates—delivered where your team actually pays attention.

Training Materials

Compliance updates, software tutorials, and skill development—organized by role and relevance.

Training Materials

Compliance updates, software tutorials, and skill development—organized by role and relevance.

Market Updates

Daily insights that advisors can immediately share with clients—elevating every conversation.

Best Practices

Successful advisor techniques, client management strategies, and growth tactics—shared across your entire team.

Training Materials

Compliance updates, software tutorials, and skill development—organized by role and relevance.

Investment Research

Committee decisions, strategy changes, and market analysis—accessible when advisors need it most.

Firm Announcements

New hires, strategic initiatives, and company updates—delivered where your team actually pays attention.

Give your content the platform it deserves.

Why This Matters

Your firm creates incredible content every day. Most of it disappears.

Stop losing your best insights.

Stop losing your best insights.

Stop losing your best insights.

Stop watching expertise evaporate.

Stop watching expertise evaporate.

Stop watching expertise evaporate.

Stop letting great content go to waste.

Stop letting great content go to waste.

Stop letting great content go to waste.

Frequently asked questions.

Can’t find what you’re looking for? Reach out to our team at hello@milemarker.co

What is Milemarker?

Milemarker is a data infrastructure platform built for wealth management. It connects more than 690 data sources — custodians, CRMs, portfolio accounting, financial planning, billing, and compliance systems — and reconciles them into a single data lake your firm owns. Firms use it to report revenue across custodians, track advisor productivity, reconcile billing and fees, and put clean data behind AI.

Who is Milemarker built for?

Milemarker serves RIAs and family offices, independent broker-dealers, banks and trust companies, insurance carriers, private equity–backed platforms and aggregators, TAMPs and OCIOs, fund managers, and asset managers. The problem is the same across all of them: client, account, position, and revenue data sits in systems that were never designed to talk to each other, and no one can answer a basic question about the business without an export.

Does Milemarker replace our current technology stack?

No. Milemarker connects the systems you already use without requiring you to replace them. Advisors continue using their existing CRM, portfolio platform, and planning tools — Milemarker normalizes and unifies the data underneath.

How long does implementation take?

Implementations run between 2 and 12 weeks. Where a firm lands in that range depends on scope and on how quickly your team picks up Milemarker MCP — teams that lean on it move fastest.

Milemarker stays hands-on throughout, because the goal is for your team to run the platform rather than depend on ours. Every firm gets a success manager dedicated to making sure your business goals are met, working sessions every other week, training sessions, monthly partner calls, regular release notes, and full documentation.

What does Milemarker do with my firm's data?

Milemarker reads from the systems your firm already runs, normalizes each source into a consistent structure, and reconciles them into one record. That record lives in your firm's own governed environment, not a shared vendor database. You keep the raw feeds, the normalized tables, and the logic that produced them. Milemarker never uses your data to train AI models, and it is never for sale.

Does Milemarker train AI models on my client data?

No. At Milemarker we want to be absolutely clear: your data is yours. We treat it as sacred, we never use it to train AI models, and it is never for sale. Your firm's data sits in a governed environment scoped to your firm, with access controlled by your own roles and permissions.

What happens to my data if we stop using Milemarker?

You own your data. That does not change when the relationship does — your firm's data is yours during the engagement and yours afterward. It is never sold, and it is never used to train AI models.

Where does my firm's data live, and who can access it?

Your data lands in a governed environment scoped to your firm, with access controlled by your own roles and permissions rather than shared across customers. Milemarker runs on redundant infrastructure across three cloud providers and monitors it continuously. Data residency controls, right to deletion, and privacy-first defaults are built in, and the platform is GDPR compliant.

Is Milemarker SOC 2 certified?

Yes. Milemarker is SOC 2 certified, and is currently pursuing ISO 42001 certification for AI management systems. Data residency controls, right to deletion, and privacy-first defaults are built into the platform, which runs on redundant infrastructure across three cloud providers under continuous monitoring.

What systems does Milemarker connect to?

More than 690 data connections, spanning custodians, CRMs, portfolio accounting and performance systems, financial planning tools, billing and revenue platforms, document management, and compliance systems. Milemarker builds and maintains these connections directly and partners with third-party providers to extend them, so the catalog grows continuously. Connections specific to wealth management — the systems generalist data tools tend not to cover — are the deliberate focus.

Do I need engineers or an IT project to use Milemarker?

No. Milemarker builds and maintains the connections, so your firm does not write code, run extracts, or stand up infrastructure. Operations teams work in Milemarker directly — building reports, reconciling revenue, and changing what leadership sees without filing a ticket or waiting on a development cycle.

What makes a firm's data "AI-ready"?

Data is AI-ready when a model can answer a question about your business without a person first explaining where everything lives and which fields mean what. Most firms fail that test — their data is spread across systems with conflicting identifiers, inconsistent field names, and no shared definition of a household or a fee. Milemarker does the normalization and reconciliation up front, so AI works against one reconciled record instead of a dozen partial ones.

What is Milemarker MCP?

Milemarker MCP connects Claude directly to your firm's Milemarker environment. You describe the metric, table, chart, or dashboard you want in plain language, and it gets built against your real data — including the styling on top of it. It reads and builds; it cannot alter the underlying data.

Can I build reports by describing what I want?

Yes. Operations leaders at firms using Milemarker MCP build reconciled revenue views, quarterly fee forecasts, client health scoring, and leadership dashboards by describing them rather than specifying them for someone else to build. The work that used to wait on an engineering queue now happens the same day the question is asked.

Frequently asked questions.

Can’t find what you’re looking for? Reach out to our team at hello@milemarker.co

What is Milemarker?

Milemarker is a data infrastructure platform built for wealth management. It connects more than 690 data sources — custodians, CRMs, portfolio accounting, financial planning, billing, and compliance systems — and reconciles them into a single data lake your firm owns. Firms use it to report revenue across custodians, track advisor productivity, reconcile billing and fees, and put clean data behind AI.

Who is Milemarker built for?

Milemarker serves RIAs and family offices, independent broker-dealers, banks and trust companies, insurance carriers, private equity–backed platforms and aggregators, TAMPs and OCIOs, fund managers, and asset managers. The problem is the same across all of them: client, account, position, and revenue data sits in systems that were never designed to talk to each other, and no one can answer a basic question about the business without an export.

Does Milemarker replace our current technology stack?

No. Milemarker connects the systems you already use without requiring you to replace them. Advisors continue using their existing CRM, portfolio platform, and planning tools — Milemarker normalizes and unifies the data underneath.

How long does implementation take?

Implementations run between 2 and 12 weeks. Where a firm lands in that range depends on scope and on how quickly your team picks up Milemarker MCP — teams that lean on it move fastest.

Milemarker stays hands-on throughout, because the goal is for your team to run the platform rather than depend on ours. Every firm gets a success manager dedicated to making sure your business goals are met, working sessions every other week, training sessions, monthly partner calls, regular release notes, and full documentation.

What does Milemarker do with my firm's data?

Milemarker reads from the systems your firm already runs, normalizes each source into a consistent structure, and reconciles them into one record. That record lives in your firm's own governed environment, not a shared vendor database. You keep the raw feeds, the normalized tables, and the logic that produced them. Milemarker never uses your data to train AI models, and it is never for sale.

Does Milemarker train AI models on my client data?

No. At Milemarker we want to be absolutely clear: your data is yours. We treat it as sacred, we never use it to train AI models, and it is never for sale. Your firm's data sits in a governed environment scoped to your firm, with access controlled by your own roles and permissions.

What happens to my data if we stop using Milemarker?

You own your data. That does not change when the relationship does — your firm's data is yours during the engagement and yours afterward. It is never sold, and it is never used to train AI models.

Where does my firm's data live, and who can access it?

Your data lands in a governed environment scoped to your firm, with access controlled by your own roles and permissions rather than shared across customers. Milemarker runs on redundant infrastructure across three cloud providers and monitors it continuously. Data residency controls, right to deletion, and privacy-first defaults are built in, and the platform is GDPR compliant.

Is Milemarker SOC 2 certified?

Yes. Milemarker is SOC 2 certified, and is currently pursuing ISO 42001 certification for AI management systems. Data residency controls, right to deletion, and privacy-first defaults are built into the platform, which runs on redundant infrastructure across three cloud providers under continuous monitoring.

What systems does Milemarker connect to?

More than 690 data connections, spanning custodians, CRMs, portfolio accounting and performance systems, financial planning tools, billing and revenue platforms, document management, and compliance systems. Milemarker builds and maintains these connections directly and partners with third-party providers to extend them, so the catalog grows continuously. Connections specific to wealth management — the systems generalist data tools tend not to cover — are the deliberate focus.

Do I need engineers or an IT project to use Milemarker?

No. Milemarker builds and maintains the connections, so your firm does not write code, run extracts, or stand up infrastructure. Operations teams work in Milemarker directly — building reports, reconciling revenue, and changing what leadership sees without filing a ticket or waiting on a development cycle.

What makes a firm's data "AI-ready"?

Data is AI-ready when a model can answer a question about your business without a person first explaining where everything lives and which fields mean what. Most firms fail that test — their data is spread across systems with conflicting identifiers, inconsistent field names, and no shared definition of a household or a fee. Milemarker does the normalization and reconciliation up front, so AI works against one reconciled record instead of a dozen partial ones.

What is Milemarker MCP?

Milemarker MCP connects Claude directly to your firm's Milemarker environment. You describe the metric, table, chart, or dashboard you want in plain language, and it gets built against your real data — including the styling on top of it. It reads and builds; it cannot alter the underlying data.

Can I build reports by describing what I want?

Yes. Operations leaders at firms using Milemarker MCP build reconciled revenue views, quarterly fee forecasts, client health scoring, and leadership dashboards by describing them rather than specifying them for someone else to build. The work that used to wait on an engineering queue now happens the same day the question is asked.

Frequently asked questions.

Can’t find what you’re looking for? Reach out to our team at hello@milemarker.co

What is Milemarker?

Milemarker is a data infrastructure platform built for wealth management. It connects more than 690 data sources — custodians, CRMs, portfolio accounting, financial planning, billing, and compliance systems — and reconciles them into a single data lake your firm owns. Firms use it to report revenue across custodians, track advisor productivity, reconcile billing and fees, and put clean data behind AI.

Who is Milemarker built for?

Milemarker serves RIAs and family offices, independent broker-dealers, banks and trust companies, insurance carriers, private equity–backed platforms and aggregators, TAMPs and OCIOs, fund managers, and asset managers. The problem is the same across all of them: client, account, position, and revenue data sits in systems that were never designed to talk to each other, and no one can answer a basic question about the business without an export.

Does Milemarker replace our current technology stack?

No. Milemarker connects the systems you already use without requiring you to replace them. Advisors continue using their existing CRM, portfolio platform, and planning tools — Milemarker normalizes and unifies the data underneath.

How long does implementation take?

Implementations run between 2 and 12 weeks. Where a firm lands in that range depends on scope and on how quickly your team picks up Milemarker MCP — teams that lean on it move fastest.

Milemarker stays hands-on throughout, because the goal is for your team to run the platform rather than depend on ours. Every firm gets a success manager dedicated to making sure your business goals are met, working sessions every other week, training sessions, monthly partner calls, regular release notes, and full documentation.

What does Milemarker do with my firm's data?

Milemarker reads from the systems your firm already runs, normalizes each source into a consistent structure, and reconciles them into one record. That record lives in your firm's own governed environment, not a shared vendor database. You keep the raw feeds, the normalized tables, and the logic that produced them. Milemarker never uses your data to train AI models, and it is never for sale.

Does Milemarker train AI models on my client data?

No. At Milemarker we want to be absolutely clear: your data is yours. We treat it as sacred, we never use it to train AI models, and it is never for sale. Your firm's data sits in a governed environment scoped to your firm, with access controlled by your own roles and permissions.

What happens to my data if we stop using Milemarker?

You own your data. That does not change when the relationship does — your firm's data is yours during the engagement and yours afterward. It is never sold, and it is never used to train AI models.

Where does my firm's data live, and who can access it?

Your data lands in a governed environment scoped to your firm, with access controlled by your own roles and permissions rather than shared across customers. Milemarker runs on redundant infrastructure across three cloud providers and monitors it continuously. Data residency controls, right to deletion, and privacy-first defaults are built in, and the platform is GDPR compliant.

Is Milemarker SOC 2 certified?

Yes. Milemarker is SOC 2 certified, and is currently pursuing ISO 42001 certification for AI management systems. Data residency controls, right to deletion, and privacy-first defaults are built into the platform, which runs on redundant infrastructure across three cloud providers under continuous monitoring.

What systems does Milemarker connect to?

More than 690 data connections, spanning custodians, CRMs, portfolio accounting and performance systems, financial planning tools, billing and revenue platforms, document management, and compliance systems. Milemarker builds and maintains these connections directly and partners with third-party providers to extend them, so the catalog grows continuously. Connections specific to wealth management — the systems generalist data tools tend not to cover — are the deliberate focus.

Do I need engineers or an IT project to use Milemarker?

No. Milemarker builds and maintains the connections, so your firm does not write code, run extracts, or stand up infrastructure. Operations teams work in Milemarker directly — building reports, reconciling revenue, and changing what leadership sees without filing a ticket or waiting on a development cycle.

What makes a firm's data "AI-ready"?

Data is AI-ready when a model can answer a question about your business without a person first explaining where everything lives and which fields mean what. Most firms fail that test — their data is spread across systems with conflicting identifiers, inconsistent field names, and no shared definition of a household or a fee. Milemarker does the normalization and reconciliation up front, so AI works against one reconciled record instead of a dozen partial ones.

What is Milemarker MCP?

Milemarker MCP connects Claude directly to your firm's Milemarker environment. You describe the metric, table, chart, or dashboard you want in plain language, and it gets built against your real data — including the styling on top of it. It reads and builds; it cannot alter the underlying data.

Can I build reports by describing what I want?

Yes. Operations leaders at firms using Milemarker MCP build reconciled revenue views, quarterly fee forecasts, client health scoring, and leadership dashboards by describing them rather than specifying them for someone else to build. The work that used to wait on an engineering queue now happens the same day the question is asked.

Ready to Control Your Content?

Turn your insights into advisor-facing content that actually gets used.

How leading firms use CMS to amplify their expertise.

Ready to Control Your Content?

Turn your insights into advisor-facing content that actually gets used.

How leading firms use CMS to amplify their expertise.

Ready to Control Your Content?

Turn your insights into advisor-facing content that actually gets used.

How leading firms use CMS to amplify their expertise.

Ready to Connect Your Stack?

30-minute consultation on your data strategy and requirements.

Watch a walkthrough of the platform in action.

Ready to Connect Your Stack?

30-minute consultation on your data strategy and requirements.

Watch a walkthrough of the platform in action.

Ready to Connect Your Stack?

30-minute consultation on your data strategy and requirements.

Watch a walkthrough of the platform in action.