The LFG Show
Talking with movers and shakers who grew up with nothing and worked their asses off to achieve success. Let's 🤬 Go!!!!
The LFG Show
Marketing to Gen Z: Biz Dev Like a Boss with Brandon Malhotra
Two seconds. That’s all you get before a Gen Z scroller decides your fate ⚡️📱. In this episode, we sat down with Brandon Malhotra to break down how to grab attention without losing trust, why story-first ads consistently outperform polished spots, and how AI can multiply winning angles without turning your feed into a lifeless factory line 🔥🧩.
We dive into the practical hooks that stop the scroll in real-world settings — an overheard convo in a rideshare 🚗👀, a quick reveal of a new health credit 💳⚡️, or a trending clip that pivots directly into your narrative. Brandon breaks down what’s hitting across auto insurance, U65, and Medicare, and why authenticity is everything for younger audiences with razor-sharp BS detectors 👀🛑.
For the operators, we introduce Fab Funnel — a SaaS built to launch and manage hundreds of campaigns in minutes ⚙️🔥. Rules-based optimization, automated workflows, and direct integrations with NewsBreak, Facebook, and other major platforms make it stupid-fast to test, scale, and adjust.
Sponsors
Ringba is the #1 call-tracking platform in the game. If you’re in lead gen, pay-per-call, or running any serious inbound or outbound operation, Ringba gives you the data, routing, and analytics to scale with precision.
NewsBreak — the powerhouse distribution platform helping creators reach millions. If you’re pushing content, local news, sports coverage, or storytelling, NewsBreak gives creators monetization, reach, and real exposure. Tap in and build an audience that actually pays. Now Matching Up To $5000 In Ad Spend
Sign Up for NewsBreak → https://admanager.newsbreak.com/signu...
0:00
Sponsor: Newsbreak Offer
0:33
High-Energy Intro And Guest Setup
1:32
Gen Z Authenticity And Attention Spans
3:33
Hooks, Native Settings, And Scroll Stoppers
5:25
AI Creatives, Angles, And VSLs
6:55
Fab Funnel: Launching And Scaling At Scale
8:25
Pricing, Integrations, And Go-To-Market
10:09
Breaking In Young: Relationships And EQ
12:01
Sponsor: Rainbow Call Tracking
12:30
Miami vs New York: Culture And Focus
15:10
Cross-Generational Learning And Ideas
17:20
Stages, Reels, And Personal Brand
18:25
The Future Of Lead Gen And Verticals
20:45
Staying Informed And Mentorship
22:00
Goals: From Affiliate To Branding Agency
23:40
Advice For First-Time Conferences
Newsbreak is the fastest growing local news app in the United States with over 50 million monthly and 16 million daily users checking in throughout the day. When you sign up, the Newsbreak team reaches out with White Love Service to get you on boarded and making money right away. Up to$5,000 in matching ad credits, quick account approvals, and dedicated account management to help you find early success. To learn more and sign up, check out the link in the description below. Don't waste time. Sign up now and let's fucking go. Bro, we're in the motherfucking house. We're gonna pick the speed. We got Gen Z in the motherfucking building right now. We got Brandon Maholtra. He's about to kick the truth to the young Gen Z, the young Indian, young motherfucking youth all over the world. Wu Tang style. Shout out New York. We've been talking about getting you on the motherfucking LFG show for over a year. I thought it was never gonna happen. We fucking made it happen, man. Shout out to you. Appreciate you. Are we popping your cherry?
SPEAKER_00:We are, we are. Let's get it going.
SPEAKER_01:I'm ready. I'm excited. Bro, I popped so many motherfucking cherries on the LFG show, man. I feel like fucking uh, I don't know, I gotta stop talking. Anyway, bottom line is this. I'm excited to have your show. You know why I'm excited? Bro, I'm 46 years old, right? I like being with younger people. I like being with older people, but the youth, man, you guys are fucking ahead of the curve. And I'm not talking about this generation alpha jerking off at home shit. I'm talking about making fucking money. You're with Gen Z. You got a lot to say here. How old are you, Brandon? 26. 26.
SPEAKER_00:How long have you been in the industry for? Uh, as long as I can remember, at 19, I was one of Idea Clan's first content creators. And then I transitioned to a biz devil. So yeah, I started working for Rohith and Idea Clan while I was in college still. Uh, been learning the trade, and yeah, I'm here now.
SPEAKER_01:Bro, I had no idea you're in the industry since 19. I thought maybe 22, 23. So that's incredible.
SPEAKER_00:Well, full time since 23. I I worked in corporate for a little bit. I worked for Lower Yell, worked for the NBA, these big brands. You know, I got a taste of the corporate life, and I worked for some of the best companies in the world, but this is where the money's at. This is the most fun, and affiliate marketing is the future.
SPEAKER_01:Yeah, it is for sure. So, okay, what I want to get into is here is this, right? You're 26, part of Gen Z. There's a lot of purchasing power there, right? A lot of purchasing power. And uh I had Miles Sullivan on the podcast uh in Vegas a few months ago. He talked about nice try diddy, right? You see all these these comments, nice try diddy, because when shit's not authentic, right? Is what it comes down to. And I think that you your generation has a really big bullshit detector. You grew up around this, you know what something's fake. So let's let's talk about that and the importance of being authentic in the ads and how that affects how you run ads and you run your team.
SPEAKER_00:Yeah, for sure. So, you know, Gen Z, it's like a proven stat now. We have about an eight-second attention span. And if you're not capturing the attention in the first two seconds, we're just gonna keep scrolling and keep doom scrolling our life away. So uh the first two seconds, that hook has got to be like penetrable, really stand out. And we also have developed like these past few years a big bullshit detector. So we can tell what's an ad and what's not. And most people they don't they don't want to buy ads, stuff from ads just because they're ads, right? Me, especially as a marketer, I don't want to succumb to other marketers and buy this shit. So yeah, being authentic is like a non-negotiable these days if you want to really target and and hook in that younger generation or have a killer product that the product sells itself.
SPEAKER_01:So you you you said something which is very true, uh two seconds, right? Like how the hell what's your advice? How the fuck do you stand on two seconds? Is such a small amount of time, right? So what do you see working to get people to stop the stroll stoppers?
SPEAKER_00:Well, you know, we run a couple of different verticals like Medicare, Health Insurance, you do big on, but now we're we're also transitioning to other different verticals like auto, U65. So that's a bit more of a younger demo we gotta target. You just gotta create a a setting that's just natural and it looks like it's not an ad. So it could be like I don't know, interaction with the Uber driver and a passenger, and they're talking about, oh, hey, did you see this new um health credit or something that incentive that my uncle got? And it just like, yeah, you'll you'll realize it's an ad later on, but in the first initial seconds, it just seems like a natural video that you'll see on your page, or people use different different tactics like jump cuts. You've probably seen it, I don't know the exact word for it, but it's like you take a viral video, and then the first after the first second that borrowed a video, it transitions to your video, right? So you just gotta be be creative, use AI, challenge it to prompt you get different hooks.
SPEAKER_01:So how are how is the the the Gen Z generation responding to these AI ads, right? I just had uh Nippon on here and he's doing he says he's doing phenomenal with his ass, getting a better ROI, better conversions, right? But that's what I would think is one of those is that are they how are people successfully utilizing that so that it doesn't come across as unauthentic, you know?
SPEAKER_00:Well, you gotta stay ahead of the curve, use the best technology. Uh VO3 makes pretty amazing stuff. These days it's almost unrecognizable what's real and what's AI. So definitely using the best tech. And yeah, if you have a good angle and like a good hoof that you know works, just playing around with that and then creating different variations. So, what's the best angles you've seen out there? Or you use it? To not give too much of the sauce away. It's it's mainly mainly the story style ads. So it it just it's gotta seem like a natural story, whether it's like a home delivery or yeah, there's a lot of different ways you could play around with it.
SPEAKER_01:And which verticals is more you say auto is good, like what other verticals are you seeing pop off on all this? The AI specifically, yeah. AI or this where it's working, where you're seeing, especially with that generation.
SPEAKER_00:Yeah, AI, VSL, we do some of that too. Mostly, mostly auto insurance stuff. We're scaling huge on auto, and uh, we have a whole content team in-house that uses all the different tools, and we also have like an in-house um creative generator that's part of Fab Funnel, which is our our new SaaS that we're launching. And you can launch and scale hundreds of campaigns within within minutes. So if we have an in-house image creator within that, and we're excited to roll that out.
SPEAKER_01:So who's the who's the target audience for? Is that media buyers?
SPEAKER_00:Yeah, mostly media buyers and and advertisers, but uh definitely media buyers that are doing things at scale and want uh expedite the testing process.
SPEAKER_01:Okay, so so how does it work? Like walk me through, say I'm a media buyer, I run it some home improvement campaigns. How would I implement it through your system with Fab Funder?
SPEAKER_00:So you just create a Fab Funnel account. There's a free version, there's also a paid version. Goes up to like 800 a month, and then through APIs, we have direct connections with uh Newsbreak and Facebook and all those other platforms. So you just um you tell it you put the exactly the ads that you want, the content you want, and you can you can launch hundreds of campaigns. I mean you can set different rules, and uh there's like exclusive rules that you can create within Fab Funnel that you cannot like use and on any other advertising platform.
SPEAKER_01:So$800 a month is the the max for it? Yeah. That sounds insane. It sounds like I would think this product would be at least maybe up to five, ten grand a month. So it sounds like really super affordable, man. I mean, it's month to month, any contracts? How's it work?
SPEAKER_00:Yeah, it's month to month with um and you're like limited by users, but there's also annual subscriptions at a discount.
SPEAKER_01:Cool. I love it, man. I mean, it sounds like you guys are staying ahead of the curve, right? You offered a product that makes a lot of sense. And now I mean affiliate world is a great place. Is this where you just launched the product? Yeah, introduced it because I I didn't know I've known you guys for a while. This first time I'm hearing about it.
SPEAKER_00:Oh, yeah, or launching it right. Yeah, that's what we've been using it in-house for a while, so now you rebranded it and we're giving it out to the public. And it's a completely different entity, so not really associated with Idea Clan. We have a whole different team, tech team developing it. I love it.
SPEAKER_01:All right, let's let's take uh let's pivot here a little bit. So you got into industry in 19, full-time, 22, 23. What's your advice to younger people? Because you know, you know, I feel like I feel like this industry, maybe because I'm a I got into this industry when I was 35, I believe. I mean, I was always kind of in the industry because I was running call centers when I was 25, you know, that I was still tied into Legion, but I didn't really get into moving leads until I was 35, 36, I don't remember. But I feel like this industry rewards, it's a relationship business at the end of the day, right? So people that are a little older have been around the block, right? They know how to talk to people a little bit. But so I I would what I'm trying to say is I I feel like being young in this industry is kind of challenges. I mean, do you agree or no? And I want to know how you how you've dealt with this successfully. So obviously you've been doing this for a while. People like you, you got your you got a good way about you, you know. So what what's your advice? So I'm breaking into it. And do you agree with my my assessment?
SPEAKER_00:Yeah, it is challenging, but at the same time, you know, we we bring a different kind of energy and um we know to to make use of our time. Like any every minute counts. Like one minute I spent talking to this guy, I could be talking to this guy who's a more important perspective client. So basically, we you get to learn, like, you know, which verticals and and which lines of business are really worth scaling and worth pursuing. And also, I I I would say I guess when you're younger you have a little more energy to expense. So really getting scale on an offer and is all about having a good buyer relationship. You know, that's one of the most important things. So some buyers won't even want to work with you until you know they've seen you three, four times at these conferences around the world and you've gone out to dinners, and they really give you that exclusive cap. Yeah. So buyer relationship is huge. Yeah, and I would say as a as a biz dev, which is what I do mainly for idea clan, uh, just owning in on that and and making them happy and and playing your cards right, not always asking for knowing how to negotiate properly is also important. So what what was your biggest challenge get getting into Israel over the last three years? Aligning the delivery of traffic along with, you know, all the opportunities we have, because we get tons of different networks and and buyers that wanna that want our traffic, because you know we build a reputation to have pretty solid traffic. So uh just aligning your resources to the proper allocations so that it makes sense and you get the best return on investment is is challenging. And when you manage a team of like 30, 40 media buyers, it gets tough.
SPEAKER_01:You do any sort of personal development or into that? Because I feel I feel like you get I don't want to stereotype, right? But I feel like the younger generation and they they're a little made generation alpha more so when a little awkward around people, right? The social skills kind of it's it's not all there, man. I mean, do you do are you? I mean, do you feel like you're just natural at it or have you done personal development?
SPEAKER_00:Yeah, just naturally at it. I I feel like a high EQ. And I I just been talking to people my whole life. I've been hanging out with older people my whole life. So I don't do any personal development. I'm not one of those Miami core scammers, you know. I've met a bunch of those where they're like, they're teaching you self-development and how to how to make money online, but like, where have you made money online? Where is your business that you built? You know, it's non-existent. So I like to stay authentic and um just be yourself, you know.
SPEAKER_01:Rainbow is the leading inbound call tracking and analytics platform for marketers, brands, and paper call teams. It gives you real-time reporting, intelligent call routing, and fully customizable call flows backed by global telecom access in more than 60 countries with enterprise-grade reliability, a powerful API, and no contract to set up fees. Rainbow has become a go-to platform for performance marketers worldwide. To learn more and to sign up, check out the link in the description below. Get goaded and let's fucking go. Yeah, I love it, man. And uh that's funny. We're just talking about Miami before uh we had a whole bunch of people come here that were in this area from Miami. I live, I live there now, right? It's sunny aisles. Anyway, that being said, uh, you were in Miami for a few months, right? How long did you live there for?
SPEAKER_00:Yeah, it's from January till May this year. So I it was just too cold in New York, had to get the fuck out. Yeah. So where were you in Brickle? I was in downtown, right by uh Caseya.
SPEAKER_01:So how was that experience for you? And how I mean, listen, that there's a lot of, I know we talked about the coaches, the gurus, that's a shit ton of them in Miami. There's no down the mountain, right? And I like what you said because um it is very true. There's so many that haven't built a fucking business and like it doesn't make any sense. But it just goes to show you. I think I think what's going on is that we're in this day and age where there's such a fucking thirst for knowledge, right? And it collapsing time frames and that if you if you come across as authentic, people will buy your product, go drop a grand five, they're willing to throw, take shots, and that's one thing I give to the younger generation. I think they're they're willing, like, fuck it, let's give it a shot, right? Like maybe because you grew up with crypto and this and that. You see shit moon, right? But uh with that being said, I mean, how how was that experience for you? There's a lot of media buyers here too. It's a big, you know, we have a we have a little uh like an life of of media buyers and people in the industry there.
SPEAKER_00:Yeah, it was it was enjoyable. I mean, I live in a super nice apartment, uh like a pool and everything, and yeah, it was a good relaxing time. But I I felt like I couldn't really get ahead and get that competitive edge staying in in Miami, which is a little too chill. Unless you're, you know, making 50 grand a month and you're really surrounding yourself with the big dogs, then then it makes sense. But in New York, there's just a much higher level of conversation you're gonna have with everyday people and and the interactions. So Miami is is cool. I think I'd see myself sell down there one day, maybe buy another property, but New York is home for now.
SPEAKER_01:Yeah, I see that. Listen, I go back, I live there, my wife's happy. There I'm I'm cool in Miami, right? It's it's it's a good place to be, but definitely when I go back to New York shit, man, I walk faster. There's just this hustle, right? And it's it's hard, like it's it becomes part of you, is what it comes down to. So I could see that. What's you know I would say for you for you, man? I think that um if I mean I'm excited. I I always like hanging out with you. I feel like you've given me a lot of good ideas, a lot of good perspective. And again, that's why a lot of times people get stuck in their bubbles, right? You hang out with this group, right? But hang out, like Vero, you're my age. Don't know how fucking old you are. Hang out with younger people. Attila was just here, you know, Attila, right? His son Armin, I think he's 15 years old. This fucking guy's smart, man. He's taking a lot of, he sees what's happened in America with TikTok. He's taking those ideas, and he's like, he's a viral sensation here in Hungary, right? He's taking those ideas. And I hung out with him a couple of times. I did a small interview with him. I got so many great ideas talking to him because you know what, at the end of the day, I know I was like talking shit about Generation Alpha, whatever, but the end of the day is like they're consumers at the end of the day, and you'll they'll teach you stuff about yourself and you got it kills you, it keeps you fucking young. But hanging out with you at the shows has been great for me. And uh, I think for you, hanging out with like all these other people has just led to your growth and your acceleration.
SPEAKER_00:Yeah, definitely, man. I mean, ever since I saw your your speech in Spain, that really inspired me. And LFG wasn't even a thing back then, but you I think you put it in your last slide, and you're like, hello, let's fucking go. And that's when it all started.
SPEAKER_01:Yeah, I forgot. I didn't even know you were in the crowd, you know. And that's all I'll say for you, man. However, you get on stages, man. Try, you know, I could I could help you with that. Come with some content. What we just talked about here, you can you can patch it out to a bit of speech. Because, bro, off that fucking that that talk I did, I got a lot of business off that talk. I met some good, made some good relationships. Uh, I got to deal with a publicly traded company right now where I I got shares in this shit based on production. It's it's pretty awesome with a solar battery company, but yeah, I didn't even know you were there. And when when you put yourself out here like this podcast, you know, people are listening to it. But I would say, like, you do more of that, man, because people they need to hear. You have a lot of uh for your short amount of time is in not even short, seven years have been in the industry. There's a lot for you to say, man. So I would love to see fucking get on stage and crush that shit.
SPEAKER_00:Yeah, even just I would say creating a following through Instagram reels, I would say that's the best uh outlet for me right now to really reach my audience.
SPEAKER_01:Sounds good. So what what what's next, man? Like, where do you see where's everything going with Legion? I know AI's massive, right? But like, is it AI? Like, what else? What do you think of thinking the future is?
SPEAKER_00:Well, yeah, the future's always changing. Um and I guess it's staying in tune with whatever the best vertical is, and um surrounding yourself with amazing mentors like Carlos Corona and just joining these communities so we can all stay up to date and and uh you know share strategies. So auto insurance is is definitely is picking up. I know there was a shift when uh progressive backed out, but things are getting a little more stable now. U65 is also another big vertical that if you're able to crack, it can it can do really well. It's just that the market for U65 is kind of small because you're you're kind of targeting the uh the self-employed, you know, entrepreneurs that make a certain level of income and above. So um, but I've seen more advertisers coming out with their U65 offers and Medicare is is also growing every year. Yeah. Uh United Health, they they got their shit together now and they're they're increasing rates. They were kind of underbilling the hospitals, that's why they were losing a lot of money and were you know their stock drop like 30%. But um Medicare definitely is is uh is a good vertical to focus on.
SPEAKER_01:How how do you have so much knowledge, man, and this? Because you you're very well versed, right? On all these different subjects. And then what is it, man? Just talking to people or just uh are your clients? Like how do you stay ahead of the curve?
SPEAKER_00:Yeah, well, in Idea Clan, you know, we we communicate every day. We have these daily meetings, and I've learned a lot from Rohit also. He's uh my our CEO and my mentor, and I just see how he has always tapped into every line of it. Like we manage four lines of his like content arbitrage, lead gen, search or he's like in tune everywhere. And yeah, I just see to to stay ahead, you gotta be knowledgeable and expend most of your time learning that when you're not working.
SPEAKER_01:So, what what's your aspiration? Like, what what's like okay, like I don't know, if you if you hit like a certain level, like what do you you want to own your own company and lead you? Like, where do you want to go?
SPEAKER_00:Yeah, if if I hit a certain level, I I definitely want to have my own agency, like a full service digital marketing branding agency, not not so much affiliate. Because uh, you know, the affiliate marketing, it could be a dirty game. And uh I don't have a huge risk tolerance, but I feel like branding is more my background. I I started out as a content creator, uh making like UGC videos and also like statics, stuff for Legion. So definitely have a branding agency that I can work with, like mid to big level brands, and then also uh just start on like my passion projects. I want to create a clothing line I've been working on, some few designs. So I'm a designer at heart. Anything that involves design really gets me going.
SPEAKER_01:Yeah, I'm sure that gives you an advantage when it comes to these angles, right? Angles and creatives. Uh you know, Lawrence, he's he's running the panels here at Affilly Road. Yeah, he he went to FIT in the city, right? And they were talking about how that's given him an an edge when it comes to this. Do you feel that gives you an edge as well?
SPEAKER_00:Yeah, definitely. It helps you see things from different angles and and not stay so constrained to one line of thinking. And um, just being a creative, I think it helps you in life overall. Got it.
SPEAKER_01:So somebody, right, brand new comes into this industry, right? Maybe it's their first show. Because there's a lot of them. There's a lot of people they come in these shows, they don't know how to navigate to see this scary. My first, my first fucking affiliate world was in 2017. And I dude, I didn't it was like a blur to me, right? So what what what's your advice with someone? Like, say it's their first show. How do you how you how how do you navigate it?
SPEAKER_00:Well, come with intent, like come with uh a wish list of advertisers that are attending and may not be attending, and you just gotta hustle as a as a biz dev. Like if you're starting your own marketing agency and you're doing everything from the media buying to the biz devs, the creative, which is not smart, you gotta focus on one thing. But if you are, many times people are when they're starting out, you gotta have clear intent. Um, so these are like the five advertisers I want to reach out, I want to talk to. Maybe you'll talk to three, do business with one, that's still a win, right? Yeah. So yeah, have clear intentions and then talk to talk to people that you aspire to be like, set up meetings with them, uh, ask them for a meeting of their time, take them out to lunch.
SPEAKER_01:Yeah, provide value. And I think that's one thing you're not afraid to do. I've seen you, I've seen it with me. I don't know where we met. We met uh in one of the show. I think you just came up to me and I was probably busy. And I think maybe I wasn't like, I don't think you got my attention because I had a million things going about you were persistent, but in a good way. You weren't like, you know, there's some people that are just persistent in a horrible way, like it's like, you know, get the fuck away from me. But you know, you there was there was good intention and you try to bring value. I remember last year at Contact.io we were at, you're like, listen, you gotta get Rohit on the show. And uh, could you say Rohit's doing this or doing that? And I know I knew I knew Roheep, I didn't, I never thought of him and I put him on the show. Like I was, you know, I have no things going on, but that was a great, that was very well received uh episode. And he spit a lot of value. At the end of the day, we want to give value. So that's what I I saw that you you're looking at how you know how can how can you you help help the show, real? Because I think at that point, we're just six months into it. Roheep may have been like our 20th guest. I think now we're like you probably like our 80s something's guest, you know, is what it comes down to. But but I appreciate that. And the the bits of uh insight that we've had from our conversation, I've taken nuggets from that. I've actually applied them, right? So I I think that's what it comes down to. I mean, that's a good example, just you're seeing someone, how can you add value? Don't be afraid to come up to them. And I think that's one thing you're not afraid of. You're not afraid to put your fucking your your neck on the line and get out there and figure the shit out.
SPEAKER_00:Yeah, exactly. And and when your your approach is not receivable, just know how to take the social cues, right? And try again, you know, just be persistent. Yeah. I love it.
SPEAKER_01:So, shows, right? Which these how's this show affiliate world? This is like a little bit different than the the US shows, obviously, right? Different flavor, different, different audience. How how's this the how's this show been for you guys so far?
SPEAKER_00:Pretty good. So we're we're debuting Fab Funnel. That's the primary reason why we're here. Uh we're we're good on the advertiser and and buyer side. You know, we have a good stack built out there. So uh yeah, we're excited to launch this new product and help any media buyers that can that can utilize it. We have a direct integration with Newsbreak. Newsbreak has been um one of the fastest exploding platform, social platforms in all of the US. And I think B idea clan itself accounted for like 12.6% of their Q4 revenue on terms of ad spend. That's incredible. So yeah, we we have proven models that that we show that this works, uh, that the newsbreak platform works, and by using our technology, uh we hope to help people scale their own campaigns and and do well. You know, there's enough money to go around for everyone. Yeah, 100%.
SPEAKER_01:That's awesome. I think a lot of people aren't utilizing newsbreak enough. I I am not, and I know I want to get my team on it on the home improvement side. I heard a lot of good things about it. So that's the point, man. That's why you have these conversations. Yeah, definitely. Yeah. This is a good stuff, Brandon. Glad to have you on the show. This is you dropped a lot of knowledge. Gen Z in the house. I love it. Let's fuck it. Let's fucking go. We're gonna see more of you on the show, man. It's gonna be good stuff. Good stuff. We'll put your link, people hit you up. This guy's a fucking killer. Watch him. If it was a stock, I'd fucking invest in him right now. Let's go, baby. Your network is your net worth. We got a fucking crazy network of people. I'm not telling you your average motherfucker, I'm talking about people doing$300,000,$400,000,$500,000 a day in advance. People have made billions of dollars in sales, people that exit their companies for about a billion dollars to hit 100 episodes. Guess what? We're about to take it to the next level. So you want to be forfeited to subscribe right now.