You're listening to leaders in lending from Upstart, a podcast dedicated to helping consumer lenders grow their programs and improve their product offerings. Each week, hear decision makers in the finance industry offer insights into the future of the lending industry. Best practices around digital transformation. And more, let's get into the show.
Welcome to Leaders in Lending. I'm your host, Jeff Kellner. This week's episode features my conversation with Bruce Fulk, the president and CEO of American Heritage Credit Union, recently named American Bankers Credit Union Executive of the Year.
I enjoyed this conversation. We dove in with Bruce to talk about growing this organization from just four employees when he got there at over 700, with over 50 mergers in the process. But most of the asset growth, they've seen over four billion assets now, has not come from the mergers, has really come from, I would say, a culture of hustle, hard work, and customer service that he is instilled up to, including a contact, the CEO button on their website.
It's really a fascinating story about how they've seen the future, how they've really gone out of the way to find ways to serve customers. I think you can really feel that culture emanating from the conversation with Bruce. And we also dive into some of the charitable work he's done, including his trip to Ukraine to deliver ambulances that he had built.
Bruce, welcome to the podcast. Thanks for joining us today. I appreciate you making the time. Thank you.
Bruce,欢迎来到这个播客。感谢你今天的加入。我很感激你能抽出时间来。谢谢你。
I'm glad to be here and have to talk to you about whatever you want to talk about. That's a, give me free reign.
我很高兴来到这里,和你谈论你想谈的任何事情。那就是说,给我自由发挥的机会。
That's a dangerous thing. You never know where we'll go.
那是很危险的事情。你永远不知道我们会去哪里。
That's exactly right.
这完全正确。
Well, I start this, all my conversations off with the same basic question, which is kind of, tell me about your journey into the banking industry. How did you, how did you wind up in the banking and credit union space?
I can't, when I graduated from college in 75 and 77, I got two degrees. I was landscaping for everybody that was working in the government and they all told me, and even as speaker of the House of North Carolina, I went to NC State and the speaker of the House, I used to know as yard, and everybody said, you need to go work for a credit union. I said, what the hell's a credit union? They said, it's like being a banker. I said, okay, I'll do that. So I walked in the door and the guy said, actually, it was jibbling, the predecessor. And the guy said, hey, I got a hire for you because you know everybody. I love it. So that's how I got in it. I worked down North Carolina for a couple of years and then I came up to Philadelphia in 79 and I've been here. I can't hold a job. I've been here what, 43 years right now? 43 years.
That's a lot of longevity 43 years old. Yeah, actually it is.
"这个人很长寿啊,都已经43岁了。" "是啊,确实很长寿。"
Well I want to talk about your current credit union because you guys are fascinating. You grew this business. If I understand right from like four employees to several hundred, so that's quite the journey you guys have been on.
Tell me a little bit about how you got into this and what that journey's been like.
告诉我一下你是如何开始这个事业的,你的经历是怎样的。
You know, it was used to be called Bloodworkers Federal Credit Union and we were around four million dollars we had four employees plus B and everybody in the plant because they used to manufacture automobile parts like stampings for doors and fenders and everybody was saying, hey, they're going out business. They're going out business. So I went out and I said, you know what, I got to figure out how we could survive and I went out in the marketplace looking for a merger partner and I found this small credit union up the road and they said, hey, could you interest a merger with me? And next thing I know it was around a $50,000 credit union was real tiny which most don't work back then.
And so what happened was I just went after other credit unions to try to merge with me and you know, I had done what, 55 mergers over the years but if you add them all together, if you add them all together, it's not even going to be 200 million. So we're four and a four and a half billion now and with now I have seven hundred twenty five employees working of course.
Well, I'm asking two questions about that. One, what's the biggest lesson you've learned? I mean, 50 plus mergers is that's more than most of us will do in a career. What are the things you learned or kind of, you know, would you differ or have done better as you've gotten down the road and gotten smarter about how to do these things?
You know, I didn't take the mergers on just to take a merger. I took it on for stability with it was going to do for my credit union to preserve our credit union and that's what I was really scared about because the government came to me. Back in the 80s, the government came to me and said, Bruce, would you take this merger? Would Bruce, you take this merger? I had so many merger opportunities because the government was not, was trying to find merger partners. I said, yeah, yeah, yeah, yeah. I was fortunate enough that they knew I was one of the few people out there taking a merger. Now everybody wants to take mergers. So you go figure.
But so. You were ahead of the curve. It has been a trend. The consolidation of both banks and credit unions over the last. It kind of surprised me. I come in to the industry, you know, almost a decade ago and how many banks are there? You know, time to think about your universe of the industry you're in and then you look at the history and there were like, you know, 20,000 in the 70s. Now there's like 5,000 at each and you kind of go, huh, that's been a, it's in that line is like, it's just pretty constant. That kind of decrease in numbers and consolidation in the industry.
When I came here where there was 26,000 credit unions, I was like the 6,000 largest credit union now. I don't know, 85th largest out of the five. There aren't 6,000 credit unions. I don't think so. You can't be 6,000. 5,000 today. 5,000 today. Last round. 5 I think. Correct.
Well, so if you only acquired less than 200 million in assets, but you got an over 4 billion, you've done something else to grow the credit union over the years other than just the mergers. Emergers clearly, I think expanded your field of membership and, you know, employer partners you are working with, etc. But how did you think about the kind of growth you've achieved? Because that's I think almost every credit union and bank I talk to is trying to grow the number of members, the number of customers they have in the fold and you've done that pretty successfully. What's the secret? How do you have you gone about that?
You know, when I, when I first started out, I went out and I solicited everybody. It was me. It was Bruce. I was a guy that was the PR guy. I was the marketing guy. I was a loan officer. So I was out there soliciting people to join the credit union. I knew how the better sell this credit union than anybody else. And I knew I had to do something differently. And I said, we got to be different than everybody else. So we never search charge. So people come to us because we don't search charge at any of our 100 ATMs that we got out there. So people are, and that's what our name has been promoted out there. Other people are saying, go to American Air. You know, they don't whack you up fee for search charges. And then that's how I also get people to join the credit union. They said, oh, you know what you guys are really caring about the community.
So I've been in the street myself and I know what people want. And I've focused on healthcare industry and the government, federal government industry. They were the ones I was focusing on. And it did come out to our advantage because the health industry is booming right now. And the government industry is somewhat booming if they show up for work. But that's the other 50 million question.
I hear you used to go into the hospital for all the shifts to sign people up hand-to-hand combat style with the doctors and nurses there in the facilities. And I know what I did do that. And I went to all three shifts at the hospital for two weeks. I was exhausted. It's sleeping between the times. And I would do classes where I would actually be in front of a class and people would come to me. And that's how I tried to do it initially. I said, I want to do classes trying to have 20 or 30 people in a class. And that's what I did on all three shifts. And that's how we really grew. It's still part of our MO that we go into the workplace partners as we call them. You got to go out there. You got to be where the people are.
Yeah. How do you maintain that as the CEO, as the organization grows and you get bigger and bigger? I imagine it's harder and harder for you to be the one in the street and be hearing the feedback and feeling that direct connection. Are there things you do that try and keep you connected to the customers in the same way you used to be when it was you know, you know, Buds credit. It's just for you.
And that's not that Bud, but Bud boys, but here's what I have on our website. And I said, I don't want to forget where I came from. I want to have a contact, the CEO button that anybody can call me or talk to me when they want to. And I return every single email personally and I give them my personal, direct phone number here at work.
And I called some lady that was stuck in Paris, France one time because she was stuck and she sent an email and I said, yeah, I'm stuck. I can't get my credit card to work. And I called her up. I think it was like two o'clock in the morning. They're time over in France. And I walked her through and got her out of Paris. So they know who I am.
People will say just in my step, they'll call you back and they know I will call back. How much traffic do you actually, I mean, how many members do you have that you're exposing the contact to CEO button to and how much traffic do you actually get on that? We have 280,000 members. If I get one person a day, that's pretty much it.
Most CEOs are afraid to put their contact out there directly. But you know what, it's the way I was brought up with my family. I love those numbers because I think it really speaks to the cost to use quite small. And it's not a big deal. And the value I think that people feel and the accessibility is quite high.
I think it's quite fascinating that you've got that many members who have the ability to contact you. And they probably feel great that they can and very few actually do. And that's interesting lesson for every I think because it's clear that you're getting more trust. There was a bank out or maybe a stout there that did add a telephone on the front desk. I could go right to the presidency. I've heard that.
But yeah, I don't get that many. I don't get that many phone calls or emails out there because you know what, I got a great staff. If you got a great staff, you know, they're going to handle the process. That's key. Jeff Bezos is famous for kind of forwarding emails from customers because I don't think he reads all of the emails. I think he gets a few more than one a day. But he gets emails directly from customers and he's famous for forwarding them with just a question mark to the responsible executive.
And I think it's the most dreaded email in Amazon because there's no commentary. There's no question mark. Just a question mark. I thought like something went wrong. Fix it. How did this get screwed up? Do you ever farm it out and send these things on to the right people for faster response? And your staff scared of your question mark emails?
I never did a question mark. Now that you've mentioned it, maybe that's what I should do. What's going on here? You know, but you know what? As I said, I do write notes and I do write to the employees who I think are that can help solve the problem for them. Hey, take care of this. Call me back and let me know that I contact the member. Hey, someone says it's going to help you if they don't. It's my direct number call.
I'm going to say, yeah, I love that direct connection. I think so many people we've had this conversation with a lot of guests here. How do you maintain as you get bigger and farther removed from the front line staff, that direct connection to the voice of the customer and the needs of the customer? And remember what it's like to be a front line employee and what those needs are.
I think that's a great example of how you're doing it. And that's critical. It's just like the employees have to have access to me too. Everybody calls me Bruce. I know I'm a pain in fun at times. But they all know that I'm real. I'm really just a regular guy in the suit.
Hi, I'm Margie Clep, president and CEO of Agriculture Federal Credit Union in Washington, DC. When we wanted to acquire more members of personal loans, we knew we needed a partner that allowed us to scale quickly and easily. With Upstart, we were able to go live in 54 days without adding headcom. And we were able to lend previously underserved borrowers with Upstart's model. If you'd like to learn more about our partnership with Upstart, you can read more at upstart.com over slash lenders. Thank you and back to the show.
What's next for you guys? What do you see on the horizon? We've obviously had a tremendous transition from small to large credit union, lots of mergers, tons of growth and assets. What's on the horizon? What's your excited about? What's down the road? Is it more the same or there? Trends you see emerging that are going to change the way you think about interacting. How do you see the future of the space and of your business?
Well, we were one of the first to jump into up IO with those video tower machines. We were heavily into that. I think we got like 100 of those machines now in our branches. So people will actually go up to you see a live live tower behind a video screen. But I don't want to lose that contact. But what I'm seeing is that what let's face it, you can't afford people today that don't want to work. So you've got to figure out ways to get people to come in the work or how to pan the answer of the phone. And that's what we're saying.
Okay. How do we expand this? We just rolled out two years ago, Vanna, which stands for Video Advisor Network Associates, where we actually made a commercial of me announcing it to the press that, hey, you want to talk to a live person, go sit on your at home on your iPad. Here's the number just push the button on your American Air To website and you'll get a live person to talk to you. You can't have that personal experience.
We're trying to get into the AI stuff right now and have our phone's answer to help out with the phone calls out there. So that's where it's going to be at. How do you think about the difference with this? Because I think it's really fascinating. The second person talking about the video, tell our machines, like a real live person in the teller. And of course, once you've got that, you go, why do you have to go to the branch to do it? You can just do the video. You know, in your hoodie sweatshirt, like I'm wearing from your living room where I'm at.
But curious because the AI is kind of like the replacing the human with some sort of technology that can have a basic interaction without talking to a person. And the video teller is kind of the opposite. It's saying, hey, you've come in somewhere and I want you to actually have a human conversation with a real person who can talk to you. And I'm curious how you think about the role each of those kind of technologies plays. My sense is it's not like A or B. It's some kind of combination where each of them has a role to play it.
How do you think about how those things sit next to each other and how you figure out where and somebody wants to have a high touch experience and when someone wants to go, how do I just interact with the machine and get through this as quickly as I can? Okay. So if you come to the office, you can either do the, we call them Pat machines, personal automated teller, where you have the video to tell us. But you also have a smart office and the smart office is you walk in, you sit down and there a contacts one of our, our concierge people that it goes out and they can talk to the person there right in the branch, all the computer equipment's there for the printers, all the signatory stuff.
你怎么看待这些东西彼此靠近的方式以及你如何确定当有人想要高度互动的体验时以及当有人想要离开时,我如何只是与机器互动并尽快完成操作?好的。所以如果你来到办公室,你可以选择我们称之为 Pat 机器,个人自动柜员机,你可以通过视频与我们联系。但你也可以选择智能办公室,你走进去,坐下后,会有我们的礼宾人员联系你,他们可以与分行内的相关人员直接对话,所有的电脑设备、打印设备和签名设备都在那里。
But what we're going to do now at home, we're going to do a wee through DocuSign. We're going to send you the documents online. You're going to just do it there and don't make sure you have your clothes on. That's all I worry about, man. And then that's, that's the anyway I think we're going to be able to survive and still all for personal service. Because people are going to get smart and they're going to know it's an artificial intelligence machine. And it will ask you if you say, hey, you're real personal, say no, I'm not. Yeah. They're trained not to lie about it.
Unlike the original outsource call centers, I do remember those where you'd call in and somebody would be talking to you from some foreign country, you go, where are you at? I'm in Atlanta and I go, I don't think so. That's right. You're a little untruthful about that.
But the AI typically is trained to just, yeah, I'm not a real person, it's an AI. So the biggest challenge I say is going to be is getting people to fill the void with not having as many employees needed to run the operation. We got 700 some employees here. And with COVID people just said, hey, I want to work from home.
Well, you can't build a culture without coming to work. I don't care what you say. And I guarantee you, what do you think? And that should be a good question. What do you think all the major cities in the United States would look like if no way showed up downtown, all the shops closed, all the barbershops closed, all the, it would be horrendous. It would be horrendous.
You know what? You have to come back to work and you have no culture. How do you get a culture? You know, you've got to have that. Sorry, you guys back to like five days in the office.
What's your, what's your kind of post COVID remote, non-remote in office, part time in office? Where are you guys at on the spectrum of kind of responding to this? Most of the people can work three, after work three days in the house and then two days from home, all my voice presence come in. Because I want to talk to them. I want to see them. I just think it's, I don't know, I just think you got ingrained in culture.
Certainly, I think you've ingrained a culture of hustling and hard work and serving the customer. And that is a little harder to do and feel. There's like, there's just like a vibe. It's to me kind of like the difference between watching, I just thought of this, but like you watch a sports event on TV.
In some ways, it's better like higher deaf, you get better video replays, but it's not the same vibe. It's not the same feel, right? It's a different experience to being in a stadium when a game is being played with a lot of people. You never capture that when you watch the game at home. You can get, you know, maybe better snacks and better beer and a bigger screen for the replays, but you don't.
It's not the same experience as being in person for that event. Company feels the same way. You can't get that same feel. The culture doesn't come through the same way, even if you have, you know, more convenience or whatever. You don't have people still on beer on you. What's a ball game without people's beer on you and throwing peanuts on the ground or whatever it might be? I mean, that's like, but those are things are unique to the stadium, unique to the culture of a particular team and it's what kind of binds those fans together, right? Is the experience of living it together and so on. And that's what's about.
It's got to be. You got to be it. We're social people, you know? Yeah. We are social creature at the end of the day.
这必须是这样的。你必须成为它。我们是社交的人,你知道吗?是的,我们最终是社交的动物。
I tell you one, my biggest thing, and another thing that differentiates American heritage is that we were the first credit union to roll out not for proper charitable organization called the Kids and the 27 years ago. And we raised $3 million for children's hospital filled Alphia, which we pay for the music therapy program down there. The money goes to a specific program.
So I was going to ask you about your charitable works. I know you've done quite a bit, but how did you pick the music program in the hospital like it? And that's very specific and I'm curious why you chose to be specific and what you do with the with the charitable work and how you picked that particular beneficiary program.
Well, when I was driving down 95 on a Friday at 1130, I caught me and I know I heard Michael Wish was taking a kid to Alaska. And I said, I'm going to take a kid to Disney World. And I went down to Children's Hospital filled Alphia and I told the guy, hey, I'm taking one of the kids at Disney World. He said, no, give me the money. I said, no, no, Jack, and that was his name Jack. So I could talk to him because he's a drinker buddy. And then I went over to the C-shore house and that's the rehab hospital. And they said the same thing.
We need the money because we're last hospital as a music therapy program. I said, nah, I like Disney World better. And they said, you know what music therapy does? I said, I kind of, he says music therapy gets kids to move their arms or legs. They forget about their pain. It's therapy. And I said, yeah, okay, what's the big deal?
I said, I still like going to Disney World. And he says, let me tell you what happened today. A kid or yesterday, a kid, a 12-year-old girl got hit by a car and filled Alphia. And she broke her neck and she got to become paraplegic. And the art therapist was working with her at the C-shore house. And the art therapist asked her, what's that picture of? Or is they put a pen in her mouth?
And they said, what's that picture of? And she says, oh, that's a picture of my heart. What's all the red squiggly lines for? She says, oh, that's a picture of my heart on fire. She says, why is your heart on fire? She says because I can never hug my mommy again. I said, we're at a music therapy business. And we raise $3 million. And it's the employees doing it here. It's not American Heritage right now. It's the employees help raise money. That's the difference.
I know a lot of big cranes, they're right half a million dollars. They're $100,000 or whatever for their event. But it's our employees that do it. We give them the time off at the door. So the employees go down and volunteer and participate in the program? Yeah, they do a lot. We go down and play games with the kids. We actually bought them a robot a few years ago, which greeted all the kids coming into the music therapy program. It's kind of cool. It was on national TV before we did.
It's kind of, I don't want to say old school, but it reminds me of the origins of community banking and credit unions. Real true connection with the community that you're serving, not just in the kind of business that you're in, but as a real community organization that's ingrained in and better than working with, volunteering in the community. It's a, I love that story because it really is about how the organization's embedded with that place. The people that are there. It's great.
And you know, the other big thing about us, about me, especially, you know, on the volunteer firefighter. I just believe I got to help out people. I can't try by an accident without help or a stop. And I just don't believe in that. That's that stuff. But I, you know, I just came back from Ukraine. I believe we raised money for ambulances for over in Ukraine when I met the secretary of Poland. He has for 500 ambulances. I told him I get you two. Right now we're going 10 and we raised $400,000 for ambulances. And they're not the fancy. You know, it's just converted bands. Right.
So, you know, and I just came back from the VW Ukraine Awards zone. So you delivered some of these personally. You went over there and delivered some his ambulances. How did that go over with the board and the family flying into a worsen? I imagine that was a tough call to go over there and do it in person.
You know, my, my, my wife was upset, but I, you know, she used to be running out the door and, you know, and doing crazy things to the fireballs and tell me to slow down. But I had no fear when we got over there. We picked the ambulance up in Poland and drove it over the border so the VW, the IB, Ukraine saw the burned out power plants that put in just during blew up the week before.
And then we went and delivered it. And when we got out of truck, we were out of the ambulance. We heard the air raid sirens going off and I'm looking around and I'm saying, why isn't everybody running? And they said, oh, the army takes care or near force takes care of all the drones and the missiles come in 80% of them. I said, what about the other 20% man? They said, well, you don't come in. So it was kind of a walk near a power plant. Yeah, right. Yeah.
So it was kind of unique. So I was very, very happy when I went to a friend of mine, Brian, Brian, two were there. And that, and I'm going to do it again in another two months. One's delivering another ambulance over there because I have to, I just can't sit here. Well, it's certainly I think everybody's got hopes and prayers. But that's doing something very real and personal. So I could ask to you for that. I think you should go, Jeff, because I can run faster than you. You can hold on. I like the way you position that. I don't think my wife's going to take that as a good rationale. I don't want to go and cruise. He runs faster than you when stuff gets back here. I don't know. I don't know if that's going to sell well. She can't take it. But that's not what I'm going to do.
No, it's great. Well, here's my final three questions I ask everybody, Bruce. I'm really curious. Your answer is the first is, what's the best piece of career advice you've ever gotten?
Don't take yourself seriously. I think if you think you're that great, you're not that great. There's always going to be somebody better than you anyways. And that's why I like about the best thing I like at the American Heritage is I like to see young people grow up the ladder, and become vice presidents or CEOs or CFOs.
That's what I really like. And I just enjoy that. And now I just like seeing young people get up the ladder and young. Anybody below 69? It's a nice broad definition of young people. You get the opposite definition of my kids. My kids say anybody over 20 is old. I grasp the old vantirator a long time ago from my kid. I like your definition better. You're young under 69, it's good.
I think we're in a transitional stage right now. I don't have a clue. I think Bitcoin destroyed the confidence of what people are thinking as money. And you saw how much people lost. But people are still out there freaking buying that stuff. It's up to 23,000 today. I said, what is wrong with you people? And I don't think people are just so easy to put stuff out their personal information that they don't know what they're doing. And that's my advice is, hey, watch what you're investing. Make sure it's solid. Maybe back to fundamentals.
Oh, absolutely. If they don't regulate it, the federal government doesn't regulate it. I don't see it flying, but it knows the people that invest. The Bitcoin is, I mean, I made a bunch of money in Bitcoin because I bought one in 2012 just because I was like, what is this thing? I got to figure out what it is. I don't understand it. And then I forgot about it for like seven years. And that turned out to be a really good thing to have done in 2020. Well, it wasn't exactly intentional. But I was like, this put a thousand bucks in and see, I got to go, I'm a big believer that you can't really understand something in my life in her medical school.
They had a saying, you see one, do one, teach one. I kind of like, I can't understand it unless I do it. It better yet teach someone else to do it. My mom or my dad's, when it is a little less savvy in the technical space. And that's when you really understand. So I was like, I got to go do it to understand. It's that worked out well for me. But I've never understood the fundamentals of a lot of that. I kind of just look at and go, what's the, I want to understand the basics and how something is supposed to work. Same thing with a lot of the, what caused the mortgage crisis. You kind of got away from the fundamentals and the CDOs and CDOs squards.
And there was just, nobody could really explain to you exactly what was happening and why. And why a bunch of junk bonds could become AAA bonds if you just pulled them together. I think when you get away from the fundamentals, you start to miss something.
And can you explain what blockchain really is? And that I can do. That's a computer science concept. I can do that. All these lectures are out there. How did they get all the same answer? That's what I'm saying. I don't know how amazing. Oh, they're not all that quick. They take 10 minutes, 20 minutes, sometimes to get to a point where you feel confident that the chain will be solid, which is, if you compare that to the transaction processing time on a credit card network, not so good.
And if we actually get fed now in some of the real time interbank transfer stuff, you'll say, hey, that's like, truly, truly resolve transaction in seconds, which is not what we really have even on the blockchain. So I do think it will push the state of the art, right?
It's going to force us to go, hey, it had these features that were really nice. Like, you know, like I could transfer money with no fees internationally. Go, well, that makes sense. We should be able to do that. There's no reason we got to pay these. I could do stuff instantaneously. Yeah, there's no reason it takes three days to settle an ACH. We can shorten that time. And maybe we were as an industry a little lazy in getting some of those innovations. It's going to push us.
But my sense is you'll, you know, if I can get real time bank transfer, I'm like, well, that's pretty good. Maybe I don't need blockchain if I can have that in transaction free international transfer, things like that. Well, that's what I'm hoping comes out, you know, with the Fed now that it works. I don't know anybody doing it. I don't know anybody doing it. I know, but I know people talking about it. And I know a guy working at the Fed working on it. So I'm confident that we'll get there. And it'll be, you know, it'll solve a lot of the pain points for regular people.
So my last question, maybe we veered in this territory a little bit, but there's always what's one bold prediction for the future? Some, this is my last, so I can bring you back in a year and we can check in if you were right or wrong kind of thing. The sun will rise. I don't know how bold that is. That's because it's going on for a long time. Pretty regular. Not fail.
I don't change will come. I think the more it changes, the more it stays the same. That's all I would say. I don't think you're just talking about going back to basically. Like, that's where that's happening. Just come more of a basic type thing. What is Fed now? That's a basic thing. It just people got involved with it, right? The more things change, the more they stay the same. I don't know how I'll exactly look at the fire on that, but I think it's a good bullet prediction. And I think some people think the world is going to be upended. And I think your, maybe your statement is things will change, but some of the basics and the fundamentals are going to stay the same. And that's how I think an interesting perspective.
All right, Bruce, thank you for making the time today. I greatly appreciate this was a fun conversation. We ranged from Bitcoin to Ukraine. So I think we, it's a fire fight. So we got, we got to cover a lot of ground, but I appreciate your joining us and sharing your perspectives. I, brother, thank you. Thank you.
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