CertPro CPA LLC

BACKGROUND

Please describe your company and position.

I am the GRC Analyst of Juspay Technologies Private Limited

Describe what your company does in a single sentence.

Juspay envisions a future where digital payments are seamless, secure and accessible to a billion Indians. By building innovative and scalable solutions, the company aims to remove friction in online transactions, ensuring a smooth and intuitive experience for both businesses and consumers.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire CertPro CPA LLC to accomplish?

• We engaged CertPro CPA LLC to conduct our ISO and SOC 2 Type II audits for Juspay, with the objective of independently validating our control environment, ensuring compliance with applicable standards, and strengthening our overall security and compliance posture. Their support also helped us identify gaps, implement corrective actions, and successfully complete the audits in a timely manner.

SOLUTION

How did you find CertPro CPA LLC?

• Online Search
• Referral

Why did you select CertPro CPA LLC over others?

• High ratings
• Great culture fit
• Good value for cost
• Company values aligned

How many teammates from CertPro CPA LLC were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

CertPro CPA LLC was engaged to support Juspay/Lotuspay with ISO and SOC 2 Type II audit services. The scope of work included planning and executing the audits in accordance with applicable standards, reviewing the design and operating effectiveness of controls, and validating compliance across people, processes, and technology. 

Key deliverables included:

Audit planning and scoping aligned with business and regulatory requirements
Review and assessment of control design and operating effectiveness
Guidance on evidence requirements and gap identification
Evaluation of corrective actions and follow-up reviews
Issuance of the final SOC 2 Type II report and support for ISO audit closure
Ongoing coordination, timely communication, and audit status updates throughout the engagement
CertPro’s structured approach and audit expertise helped ensure a smooth audit process and successful completion of the engagement.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

• Successful completion of the SOC 2 Type II audit within the planned timeline
• Achievement of ISO audit objectives with no major non-conformities
• Timely closure of identified gaps and corrective actions
• Improved documentation and standardization of security and compliance controls

Describe their project management. Did they deliver items on time? How did they respond to your needs?

CertPro demonstrated strong project management throughout the engagement. The audit was well planned with clearly defined timelines and milestones, and key deliverables were consistently delivered on time. The team was responsive to our requirements, communicated expectations clearly, and promptly addressed questions or changes. Their proactive approach and flexibility helped ensure a smooth engagement and timely completion of the audits.

What was your primary form of communication with CertPro CPA LLC?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

What stood out most about CertPro was their strong domain expertise combined with a highly structured and collaborative approach. The team was proactive, responsive, and practical in their guidance, making complex audit requirements easy to understand and implement. Their ability to balance audit rigor with business realities made the engagement smooth and efficient.

Are there any areas for improvement or something CertPro CPA LLC could have done differently?

The engagement was well managed, communication was clear, and expectations were aligned throughout the process. CertPro CPA LLC delivered as planned and supported us effectively in meeting our audit objectives.

BACKGROUND

Please describe your company and position.

I am the SR QA Manager of Appsmith

Describe what your company does in a single sentence.

Appsmith is an open-source low-code platform that helps you quickly build internal tools, dashboards, CRUD apps, admin panels, and automations using a visual interface.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire CertPro CPA LLC to accomplish?

• We needed SOC2 certification

SOLUTION

How did you find CertPro CPA LLC?

Referral

Why did you select CertPro CPA LLC over others?

Referred to me

How many teammates from CertPro CPA LLC were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

The consulting partner provided end-to-end guidance and operational support to help our organization achieve SOC 2 compliance. Their work covered policy development, process implementation, evidence collection, tooling setup, and preparation for both readiness and audit phases. The engagement ensured we met the Trust Service Criteria applicable to our environment, with a strong focus on Security.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Completion of SOC2 certificaiton

Describe their project management. Did they deliver items on time? How did they respond to your needs?

The team demonstrated exceptional project management throughout the engagement. They established a clear timeline at the outset, aligned all milestones with our audit schedule, and consistently delivered every item on or ahead of time. Their approach was structured, transparent, and proactive, which made the entire SOC 2 journey far smoother than expected.

What was your primary form of communication with CertPro CPA LLC?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

What stood out most about the company was their reliability and consistently fast turnaround time. At every stage of the engagement, they delivered with a level of dependability that gave us complete confidence in the process. Whether we needed clarification, new documentation, or support during a critical phase, they responded quickly and provided high-quality guidance without delays.

Are there any areas for improvement or something CertPro CPA LLC could have done differently?

None

BACKGROUND

Please describe your company and position.

I am the HR Manager of Hillpine Consulting Private Limited

Describe what your company does in a single sentence.

We are a management consultting firm. 

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire CertPro CPA LLC to accomplish?

• SOC 2
• ISO 27001
• SOC 1

SOLUTION

How did you find CertPro CPA LLC?

Online Search

Why did you select CertPro CPA LLC over others?

• High ratings
• Good value for cost

How many teammates from CertPro CPA LLC were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

The scope of work covered a complete end-to-end implementation and audit support for ISO 27001 and SOC Type 1 & 2 certification. This included conducting a gap assessment, defining required policies and procedures, guiding us through risk assessment and treatment, helping with control implementation, and preparing all necessary documentation. CertPro also supported us through internal audits, readiness checks, and liaison during the external audit process.
Key deliverables included the full ISMS documentation set, SOC compliance documentation, risk register, mandatory records, auditor-ready evidence, and successful certification completion. 

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

The successful completion of ISO 27001, SOC 1, and SOC 2 certifications itself stands as the primary measurable outcome, demonstrating that our information security controls, risk management framework, and operational processes meet internationally recognized standards. We now have formally validated compliance across security, availability, confidentiality, and financial reporting controls. This has strengthened stakeholder confidence, reduced security and compliance risks, and improved our overall audit readiness for future assessments.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Their project management was efficient and well-structured. All key deliverables were shared within the agreed timelines, and any additional documents or clarifications we requested were addressed promptly. The team was responsive, proactive, and consistently available when needed, which made the entire process smooth and hassle-free

What was your primary form of communication with CertPro CPA LLC?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

What stood out the most about CertPro was their deep subject-matter expertise combined with a very people-centric working style. They were always proactive, anticipating challenges, simplifying complex requirements, and guiding us with absolute clarity. Their ability to stay calm under pressure, offer practical solutions instantly, and maintain consistent communication made the entire certification journey smooth and confidence-driven. Their team felt less like an external consultant and more like an extension of ours, which is truly rare.

Are there any areas for improvement or something CertPro CPA LLC could have done differently?

The experience was excellent overall. 

BACKGROUND

Please describe your company and position.

I am the Director of KYMS Pharma

Describe what your company does in a single sentence.

We are a pharma company.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire CertPro CPA LLC to accomplish?

• HIPAA and CE Mark
• Regulatory Consultants

SOLUTION

How did you find CertPro CPA LLC?

Referral

Why did you select CertPro CPA LLC over others?

• High ratings
• Pricing fit our budget
• Good value for cost

How many teammates from CertPro CPA LLC were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

CertPro assisted us in achieving compliance with both HIPAA and CE Mark requirements. Their team conducted a detailed assessment of our existing processes, identified compliance gaps, and provided end-to-end support to align our operations with applicable regulatory standards.

The engagement included document reviews, policy development, risk assessments, staff training, and guidance on technical and organizational controls to meet both U.S. healthcare data protection laws (HIPAA) and EU product safety and conformity requirements (CE Mark).

Key Deliverables:

Comprehensive gap assessment reports for HIPAA and CE Mark compliance
Development and implementation of compliance policies and procedures
Risk analysis and mitigation plan for data privacy and product safety
Awareness and training sessions for internal teams
Assistance with documentation and submission required for CE certification
Final compliance validation and readiness report

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Through CertPro’s support, we successfully achieved HIPAA compliance and CE Mark certification readiness within the agreed timeline. Their structured approach helped us close multiple compliance gaps and strengthen our internal controls around data privacy and product safety.

Key measurable results included:

• Completion of full HIPAA compliance audit with no major nonconformities
• Successful CE technical documentation review and conformity assessment
• Reduction in compliance-related risks identified during the initial assessment by over 70%
• Improved team awareness and adherence to compliance protocols through training sessions
• Enhanced trust and credibility with clients and regulatory partners
• Overall, CertPro’s process-driven approach provided clear visibility into our compliance maturity and positioned us strongly for future audits and certifications.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

CertPro demonstrated excellent project management throughout the engagement. Their team followed a clear and structured timeline, ensuring every phase of the HIPAA and CE Mark compliance process was completed as planned.

They communicated proactively, provided regular progress updates, and were quick to respond whenever we had questions or needed clarifications. Even with tight deadlines, the deliverables were consistently on time and met the expected quality standards.

Overall, we found CertPro’s team to be organized, responsive, and highly professional in managing the project from start to finish.

What was your primary form of communication with CertPro CPA LLC?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

What stood out most about CertPro was their deep understanding of compliance frameworks and their ability to simplify complex regulatory requirements. They didn’t just provide documentation — they took the time to explain every step, ensuring our team understood the reasoning behind each control and process.

Their responsiveness, attention to detail, and commitment to delivering practical, audit-ready solutions made the experience seamless and effective.

Are there any areas for improvement or something CertPro CPA LLC could have done differently?

Our overall experience with CertPro was excellent, and the team delivered as promised. If anything, minor improvements could be made in providing more proactive updates during the documentation phase, especially when multiple compliance tracks are running in parallel.

That said, their responsiveness and willingness to adapt quickly made the overall process smooth and efficient.

BACKGROUND

Introduce your business and what you do there.

I’m the COO of a B2B wealth technology SaaS platform.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with CertPro CPA LLC?

We needed help auditing our first ISO 27001 and GDPR compliance certifications.

SOLUTION

What was the scope of their involvement?

CertPro CPA LLC provided us with a complete external audit of our ISO 27001 and GDPR compliance. The team delivered detailed reports, recommendations, and certificates of compliance.

What is the team composition?

We didn’t work with a specific team from CertPro CPA LLC.

How did you come to work with CertPro CPA LLC?

Someone referred CertPro CPA LLC to me. I chose them over other options because they had high ratings, their pricing fit our budget, and they were referred to me.

What is the status of this engagement?

We worked together from August 2025–January 2026.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We received strong feedback during audits, which resulted in tighter controls and higher compliance.

How did CertPro CPA LLC perform from a project management standpoint?

CertPro CPA LLC delivered on time. We communicated via virtual meetings, emails, and messaging apps.

What did you find most impressive about them?

CertPro CPA LLC’s efficient communication and high skills were impressive.

Are there any areas they could improve?

I didn’t think there was anything they could improve on.

BACKGROUND

Introduce your business and what you do there.

I’m the legal head of UMU LLC, a SaaS company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with CertPro CPA LLC?

We needed help with ISO 27001 certification.

SOLUTION

What was the scope of their involvement?

CertPro CPA LLC has handled the entire ISO 27001 certification process.

What is the team composition?

We’ve worked with 2–5 teammates from CertPro CPA LLC.

How did you come to work with CertPro CPA LLC?

We found CertPro CPA LLC through an online search. We chose them because their pricing fit our budget and they offered good value for the cost.

What is the status of this engagement?

We started working together in August 2023, and the engagement is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

CertPro CPA LLC delivered the audit report, but not very quickly.

How did CertPro CPA LLC perform from a project management standpoint?

We communicate via email and messaging apps.

What did you find most impressive about them?

CertPro CPA LLC's simple communication and high efficiency were impressive.

Are there any areas they could improve?

They could be quicker.

BACKGROUND

Introduce your business and what you do there.

I’m a technical advisor at Rerato Technologies Private Limited, a software company. We build secure, scalable AI products and platforms, helping companies rapidly design, develop, and deploy AI-driven applications through strong engineering, data, and compliance-focused workflows.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with CertPro CPA LLC?

We needed support with SOC 2 readiness and attestation to ensure our AI platforms and product engineering workflows met enterprise-grade security, compliance, and data protection standards. The goal was to strengthen trust with customers using our AI app factory and AI-driven products while enabling us to confidently engage with regulated and enterprise clients.

SOLUTION

What was the scope of their involvement?

CertPro CPA LLC has been supporting us with SOC 2 readiness and attestation, ensuring our AI platforms and products meet enterprise-grade security, privacy, and compliance expectations. Their scope of work includes a comprehensive gap assessment, security and process alignment across our AI engineering and delivery workflows, risk assessment, SOC 2 control mapping, evidence readiness, and audit preparation. Key deliverables include a detailed gap analysis report, SOC 2–aligned policies and procedures tailored to our AI development lifecycle, a mapped control framework, and a complete readiness and evidence package that enables a smooth and timely SOC 2 attestation.

What is the team composition?

We work with one teammate from CertPro CPA LLC.

How did you come to work with CertPro CPA LLC?

We found them through a referral. We chose them over other options because they had high ratings, their pricing fit our budget, they were a great culture fit, and their company values aligned with ours.

How much have you invested with them?

So far, we’ve spent less than $10,000.

What is the status of this engagement?

We started working together in November 2025, and the engagement is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Our engagement with CertPro CPA LLC has delivered clear, measurable outcomes. We’ve successfully achieved SOC 2 attestation on schedule, closed the majority of identified compliance gaps, and implemented standardized security controls across our AI product development and platform operations. As a result, our audit readiness has improved significantly, evidence collection has become faster and more structured, and we can confidently meet the enterprise security and compliance requirements expected by clients using our AI App Factory and Trivana platforms.Specifically, our audit readiness score has increased from approximately 60% to over 95%, the time required to collect and validate evidence per control has decreased by about 40%, and follow-up queries from auditors have dropped by more than 50%. These improvements have ensured smoother SOC 2 attestation for our AI product platforms and internal workflows.Moreover, achieving SOC 2 attestation with CertPro CPA LLC has had a direct business impact. It has enabled us to meet enterprise-grade security requirements in 100% of client discussions, shortened security review cycles by nearly 30%, and increased trust with prospective and existing clients. The attestation has also opened doors to new enterprise opportunities for our AI App Factory and Trivana platforms, supporting growth and expanding our market presence.

How did CertPro CPA LLC perform from a project management standpoint?

CertPro CPA LLC’s project management is highly organized and professional. They’ve established clear timelines, maintained regular check-ins, and communicated progress consistently throughout the engagement. They’ve delivered all milestones on time, keeping our SOC 2 process smooth, predictable, and aligned with our AI product development and platform release schedules.We communicate in person, via email, and through a messaging app.

What did you find most impressive about them?

What stands out most is CertPro CPA LLC’s ability to understand our AI-driven platforms and development workflows and translate complex SOC 2 requirements into actionable steps. Their responsiveness, practical guidance, and hands-on support—especially around control implementation and evidence readiness—have made the compliance process far more efficient and less disruptive to our engineering and product teams.

Are there any areas they could improve?

Overall, our experience has been very positive. If anything, a minor area for improvement could be providing more examples specifically tailored to AI product development and platform operations upfront. That said, they’re always receptive to feedback and quickly adapt their guidance to our unique workflows and requirements.

BACKGROUND

Introduce your business and what you do there.

I’m a freelance AI specialist for Navirego, a software company. We use AI-powered intelligence to analyze maritime incidents, documents, and operations, helping shipping and marine organizations improve safety, compliance, and decision-making.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with CertPro CPA LLC?

We needed guidance through SOC 2 readiness and attestation to ensure our AI-driven maritime intelligence platform met enterprise-grade security, compliance, and data protection standards required by global shipping and marine clients.

SOLUTION

What was the scope of their involvement?

CertPro CPA LLC handles our end-to-end SOC 2 readiness and attestation support. Their scope of work includes a comprehensive gap assessment, alignment of security policies and operational procedures, risk assessment, control mapping and implementation guidance, evidence collection support, and audit preparation. Key deliverables include a detailed gap analysis report, SOC 2–aligned policies and procedures, a mapped control framework, and a complete readiness and evidence package that streamlines the attestation process.CertPro CPA LLC supports us across both phases of the SOC 2 process. They lead the readiness assessment by identifying gaps, aligning controls, and preparing documentation and evidence. Then, they support the final attestation by guiding audit preparation, validating evidence, and coordinating closely to ensure a smooth and timely SOC 2 report.

What is the team composition?

We work with 2–5 teammates from CertPro CPA LLC.

How did you come to work with CertPro CPA LLC?

We found them through a referral. We chose them over other options because they had high ratings, were close to our geographic location, had pricing that fit our budget, had a great culture fit, offered good value for the cost, and had company values that aligned with ours.

How much have you invested with them?

We’ve spent less than $10,000.

What is the status of this engagement?

We started working with them in October 2025, and the engagement is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We’ve successfully achieved SOC 2 attestation on schedule, closed the majority of identified compliance gaps, and implemented standardized security controls across our AI-powered maritime platform. As a result, our audit readiness has improved significantly, evidence collection has become faster and more structured, and we can confidently meet the security and compliance requirements expected by enterprise and global maritime clients.Specifically, our audit readiness score has improved from approximately 65% to over 95%, and the time required to collect and validate evidence per control has been reduced by about 40%. We’ve also cut follow-up requests from auditors by more than 50%, reflecting clearer documentation, better control mapping, and a more structured compliance process overall.Moreover, we’ve been able to meet security requirements in 100% of enterprise and RFP discussions, shorten security review cycles by roughly 30%, and increase trust with global maritime clients. The attestation has also unlocked new enterprise conversations that were previously gated by compliance requirements, directly supporting Navirego’s growth and go-to-market efforts.

How did CertPro CPA LLC perform from a project management standpoint?

CertPro CPA LLC’s project management is highly structured and reliable. They set clear timelines, maintain regular check-ins, and communicate progress consistently throughout the engagement. They deliver all milestones on time, keeping our SOC 2 process predictable and well-coordinated from readiness through final attestation.

What did you find most impressive about them?

What stands out most is CertPro CPA LLC’s ability to deeply understand our AI-driven maritime platform and translate complex SOC 2 requirements into practical, actionable steps. Their responsiveness, clarity, and hands-on guidance—especially around evidence readiness and control implementation—make the entire compliance process far more efficient and less disruptive to our engineering and operations teams.

Are there any areas they could improve?

Overall, the experience is very positive, and there are no major gaps in delivery. If anything, the only area for improvement would be providing even more upfront examples tailored to AI-driven maritime use cases. That said, they’re always receptive to feedback and quickly adapt their guidance when additional context is needed.

BACKGROUND

Please describe your company and position.

I am the Co-Founder of EIM

Describe what your company does in a single sentence.

We help Tech Startup Founders with fractional GRC (Certification & Compliance) as well as Financial Operations (Bookkeeping, Accounting, Payroll, etc.)

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire CertPro CPA LLC to accomplish?

Conduct ISO 27001 Surveillance Audit

SOLUTION

How did you find CertPro CPA LLC?

Referral

Why did you select CertPro CPA LLC over others?

• Pricing fit our budget
• Good value for cost

Describe the scope of work in detail. Please include a summary of key deliverables.

Conduct ISO 27001 Surveillance Audit
Key Deliverables:
Audit Report
ISO 27001 Certificate

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

CertPro created a project plan to demonstrate work progress for the duration of the project

Describe their project management. Did they deliver items on time? How did they respond to your needs?

CertPro has been fairly responsive to our needs and has made adjustments when asked.

What was your primary form of communication with CertPro CPA LLC?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

Good value proposition

Are there any areas for improvement or something CertPro CPA LLC could have done differently?

More attention to details

BACKGROUND

Introduce your business and what you do there.

I’m a senior data scientist at Aria Intelligent Solutions. We build enterprise-grade Gen AI and Agentic AI solutions for global clients across tech, finance, healthcare, and retail. Powered by our HarmonIQ orchestration platform, we deliver scalable AI workflows, intelligent copilots, and data-driven automation with real business impact.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with CertPro CPA LLC?

We needed guidance through our SOC 2 attestation process to strengthen our overall compliance posture as we scaled our Gen AI and Agentic AI solutions.

SOLUTION

What was the scope of their involvement?

CertPro CPA LLC handled our complete SOC 2 readiness and attestation support. Their role was to help us formalize controls, streamline documentation, and ensure we met all security and compliance requirements. Their scope included a detailed gap assessment, policy and process alignment, risk analysis, control implementation guidance, evidence review, and audit preparation. Key deliverables included a full gap report, updated compliance documentation, mapped SOC 2 controls, and a readiness package that streamlined our attestation process.

What is the team composition?

We worked with 2–5 teammates from CertPro CPA LLC.

How did you come to work with CertPro CPA LLC?

We found them through a referral. We chose them over other options because they had high ratings, their pricing fit our budget, they offered good value for the cost, and their company values aligned with ours.

What is the status of this engagement?

We worked together between June–December 2025.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Our engagement with CertPro CPA LLC resulted in clear, measurable outcomes: we achieved SOC 2 attestation on schedule, reduced compliance gaps by over 80%, and formalized all required security controls. Their guidance also improved our internal documentation quality, accelerated evidence collection, and strengthened our overall security posture as we scaled our AI products.After working with CertPro CPA LLC, we saw a significant improvement in our internal documentation and evidence processes. Our policy and procedure coverage increased from roughly 60%–95%, and our evidence collection time per control dropped by nearly 40% due to the structured templates and guidance they provided. 
We also reduced back-and-forth clarification requests with auditors by more than half, thanks to clearer, standardized documentation.Beyond SOC 2 readiness, we saw several measurable improvements. Our control monitoring cycle became 30% faster, onboarding time for new security processes dropped by nearly 25%, and recurring compliance tasks that previously took days were reduced to a few hours. We also improved cross-team alignment, cutting internal review loops by about 40%, which made our overall compliance operations more efficient and predictable.

How did CertPro CPA LLC perform from a project management standpoint?

CertPro CPA LLC’s project management was excellent. They maintained clear timelines, proactive communication, and well-structured progress checkpoints throughout the engagement. They delivered everything on time, and in many cases, ahead of the expected schedule without compromising quality. Their organized approach kept the entire SOC 2 process smooth and predictable.

What did you find most impressive about them?

The most impressive aspect of working with CertPro CPA LLC was their depth of expertise combined with their responsiveness. They didn’t just provide templates — they understood our Gen AI and Agentic AI workflows and tailored the compliance approach accordingly. Their ability to simplify complex requirements, provide fast guidance, and stay consistently proactive made the entire SOC 2 journey far smoother than we expected.

Are there any areas they could improve?

They’re always improving.