For years, there was a formula for raising money from VC's: perfect your pitch deck, polish your twelve slides, practice the elevator pitch, and hope someone in the limited VC circle gives you a shot.

But that formula worked in a different era, when venture capital was still a close knit club and the same 1,200 people decided which ideas got funded. Those limited rules don't apply anymore. And this shift is not only relevant in VC but also when pitching angel investors.

What Robert Harary has lived firsthand is that the investors who matter today aren't looking for perfect companies. They're looking for founders who are honest, self-aware, and willing to build in the open. The people who win now aren't necessarily the most connected; they're the ones who are real, transparent, and building relationships instead of performances.

Robert's story is a perfect example of that shift. He raised his first million at 17 with zero network, went on to back more than 300 startups as a VC, and is now building Raisi.ai, a platform that automatically connects founders and investors, no warm intros required.

In this conversation, we talk about why the old "pitch-only based" era of fundraising is over, what he sees as a new partnership-driven model, and how authenticity has quietly replaced access as the most valuable currency in venture capital.

Topics Covered;

• Why the old fundraising playbook stopped working, and what replaced it

• How to raise capital without a network, connections, or pedigree

• What investors now value most in founders (and why "perfect" is a red flag)

• How to shift from perfect pitch-based to partnership-based fundraising

• The rise of platforms like Raisi.ai and what they signal about the future of venture

• How transparency and imperfection can actually strengthen investor trust

• What the post-2021 "venture reset" means for early-stage founders

• How founders can build investor relationships months before raising a round

• The subtle red flags that turn investors off before a single slide is shown

Guest Bio

Robert Harary is an early-stage VC investor, founder, and lifelong believer that access to capital shouldn't depend on who you know. He found his first deal while sitting in high school detention and has spent the decade since working to make fundraising more transparent, efficient, and equitable. Today, Robert is the #2 at Evolution VC Partners, a leading firm with 300+ portfolio companies in the Culture Tech space. Robert co-founded Raisi, a platform that automatically connects founders and investors, matching great ideas with the right capital every eight minutes. Raisi is built on a simple belief: founders shouldn't have to rely on elite networks or endless introductions to get funded. The company is redefining how startups raise money by making investor access smarter, faster, and more inclusive. Collectively, the companies Robert has worked with have raised more than $1.2 billion from firms like Sequoia, a16z, Accel, YC, and Village Global.

Sign up for https://raisi.ai/ and mention The Seed Money Podcast to get a discount.

Connect with Robert on LinkedIn.

About Your Host

Jayla Siciliano, Shark Tank entrepreneur turned real estate investor, excels in building brands, teams, and products. CEO of a bi-coastal luxury short-term rental company, she also hosts the Seed Money Podcast, where she's on a mission to help early-stage entrepreneurs turn their ideas into reality!

Connect:

Website: https://seedmoneypodcast.com/

Instagram: https://www.instagram.com/jaylasiciliano/

Subscribe and watch on YouTube https://www.youtube.com/@seedmoneypodcast/

Please rate, follow, and review the podcast on https://podcasts.apple.com/us/podcast/seed-money/id1740815877 and https://open.spotify.com/show/0VkQECosb1spTFsUhu6uFY?si=5417351fb73a4ea1/! Hearing your comments and questions helps me come up with the best topics for the show!

Disclaimer

The information in this podcast is educational and general in nature and does not take into consideration the listener's personal circumstances. Therefore, it is not intended to be a substitute for specific, individualized financial, legal, or tax advice.

Starting a beverage brand might be one of the hardest things you can do in CPG. The margins are thin, the logistics are brutal, and most investors will tell you not to even try.

But Harvard Business School grad Vanessa Royle and her co-founder did it anyway. They built Tilden, a ready-to-drink, premium non-alcoholic cocktail from the ground up. It all started with kitchen experiments, then they raised their first friends-and-family round with intention, and structured their seed raise to last.

From the start, they made one simple but rare choice: to build for profitability, not hype, to grow slowly, stay intentional, and do things on their own terms.

But that gets hard once the feedback starts rolling in. Every investor has a different take on pricing, strategy, and what success should look like. Somewhere in all those opinions, even the most confident founder can start second-guessing themselves.

Vanessa eventually learned that sometimes, you really do know your business better than any investor. Feedback can be helpful, but it doesn't mean you have to change direction every time someone tells you to.

So what did she figure out along the way? And what should CPG founders really look for in an investor?

In this episode, Vanessa shares how she tuned out the noise, made the right calls for her company, her unexpected mini Shark Tank moment, and what's next for Tilden as the brand keeps growing.

Topics Covered;

• Why most investors discourage founders from entering the beverage industry

• How to structure a friends-and-family round that sets you up for long-term success

• The simple way Tilden kept their cap table clean while bringing dozens of early believers on board

• What founders get wrong about feedback, and how to know when to trust your instincts instead

• Why chasing growth too fast can backfire (and how profitability became Tilden's secret advantage)

• How to prepare for a seed raise when investors keep moving the goalposts

• What it really takes to stand out in a crowded non-alcoholic category

Guest Bio

Vanessa Royle is a Harvard Business School grad and co-founder of Tilden, a ready-to-drink, premium non-alcoholic cocktail that redefines how we celebrate without alcohol. After quitting drinking in 2020, Vanessa was frustrated by the lack of sophisticated non-alcoholic options. So she set out to create her own premium ready-to-drink cocktail that's low sugar. She has broken through the initial push and is currently selling in hundreds of stores. To learn more, visit https://drinktilden.com/, follow @drinktilden on Instagram. If you want to learn more about investing, send an email to [email protected].

About Your Host

Jayla Siciliano, Shark Tank entrepreneur turned real estate investor, excels in building brands, teams, and products. CEO of a bi-coastal luxury short-term rental company, she also hosts the Seed Money Podcast, where she's on a mission to help early-stage entrepreneurs turn their ideas into reality!

Connect:

Website: https://seedmoneypodcast.com/

Instagram: https://www.instagram.com/jaylasiciliano/

Subscribe and watch on YouTube https://www.youtube.com/@seedmoneypodcast/

Please rate, follow, and review the podcast on https://podcasts.apple.com/us/podcast/seed-money/id1740815877 and https://open.spotify.com/show/0VkQECosb1spTFsUhu6uFY?si=5417351fb73a4ea1/! Hearing your comments and questions helps me come up with the best topics for the show!

The information in this podcast is educational and general in nature and does not take into consideration the listener's personal circumstances. Therefore, it is not intended to be a substitute for specific, individualized financial, legal, or tax advice.

CPG products are notoriously hard to launch, fund, and get onto shelves. That's why the failure rate is so high. But what if right now is actually the best time to do it?

The barrier to entry has never been lower, the consumer has never been easier to reach, and the path from idea to traction has never been more open.

You can test, sell, and scale from your laptop without begging for retail space or burning through millions in capital. You can start lean, iterate fast, and build credibility through storytelling and traction. You can prove demand before you even produce at scale.

Smaller brands are punching above their weight right now, building more influence, more loyalty, and more momentum than the legacy players. The big brands are getting squeezed, while upstarts are thriving in those small, high-end niches that used to feel impossible to break into.

So the question isn't can small brands win; it's who's going to take advantage of this moment before the big players catch on?

How do you make the CPG shift work in your favor? And if I were starting today, what strategy would I use to actually get funded?

In this episode, we dig into what's really happening in the consumer product space and why niche, premium, mission-driven brands are quietly eating the big guys' lunch.

Topics Covered;

• Why this might secretly be the best time to launch a CPG brand

• How small, focused brands are outpacing legacy giants

• The smartest ways to test and build traction on a budget

• Why "profitable and niche" beats "big and fast" every time

• The story investors actually want to hear (and it's not about scale)

• The mindset shift that makes entrepreneurship feel less daunting

Startups Are Eating Big Food's Lunch

About Your Host

Jayla Siciliano, Shark Tank entrepreneur turned real estate investor, excels in building brands, teams, and products. CEO of a bi-coastal luxury short-term rental company, she also hosts the Seed Money Podcast, where she's on a mission to help early-stage entrepreneurs turn their ideas into reality!

Connect:

Website: https://seedmoneypodcast.com/

Instagram: https://www.instagram.com/jaylasiciliano/

Subscribe and watch on YouTube https://www.youtube.com/@seedmoneypodcast/

Please rate, follow, and review the podcast on https://podcasts.apple.com/us/podcast/seed-money/id1740815877 and https://open.spotify.com/show/0VkQECosb1spTFsUhu6uFY?si=5417351fb73a4ea1/! Hearing your comments and questions helps me come up with the best topics for the show!

The information in this podcast is educational and general in nature and does not take into consideration the listener's personal circumstances. Therefore, it is not intended to be a substitute for specific, individualized financial, legal, or tax advice.

When most people dream about launching a consumer product, they imagine seeing it on store shelves—but few realize what it actually takes to get there.

The (painful) truth is, success in CPG isn't about having a great idea. It's about surviving the numbers. Most founders underestimate how much money, time, and data it really takes to earn that spot in a category. And in this business, "bootstrapping" isn't scrappy—it's risky. I've been there.

Every year, 90% of new food and beverage products fail. Not because the products aren't good, but because they are under-resourced and lacking funding, velocity, or category dynamics.

They try to scale too fast, too wide, or without enough proof. They don't know what it really takes to get into a retailer, or which retailers are worth going after first.

And unlike tech, it's much harder to get an early-stage consumer brand funded. Investors want traction, not potential. They want to see that your product moves off shelves, earns repeat customers, and grows a category.

So what do you need to know before you raise? What actually makes investors want to bet on your brand?

In this episode, I'm joined by Debbie Wildrick, a food and beverage veteran who's spent 30 years leading brands like Tropicana and 7-Eleven. She helps entrepreneurs start small, test smart, and learn fast.

We dig into why traction beats hype, how to prove velocity before pitching investors, and why data and storytelling go hand in hand when you're building a brand that lasts.

Topics Covered;

• Why 90% of new food and beverage products fail (and how to be in the 10%)

• How to test and prove traction before raising seed money

• The dangers of scaling too fast across multiple retailers

• What "velocity" really means and why investors care more about it than shelf space

• How much capital early-stage CPG brands truly need ($200K–$500K pre-revenue)

• Friends, family, and angel rounds: how to network your way to your first investors

• Why the path to profitability usually takes four years

• How to use your "backyard" as the smartest first market test

• The 10 Pillars of a Successful Company

• Lessons from brands like Zico, Bai, and other billion-dollar exits

Guest Bio

Debbie Wildrick is an Executive Leader, Industry Speaker, and Sales and Distribution Expert. Widely touted as the Queen of Beverages, Debbie has been in the food and beverage industry for over 30 years. She is extremely influential, highly experienced, and a titan of the industry. Having been with 7-Eleven and responsible for making decisions that will place powerful industry-dominating brands on store shelves and move into consumers' mouths repeatedly, building store sales and profitability is invaluable. To work with Debbie, visit https://www.debbiewildrick.com/.

About Your Host

Jayla Siciliano, Shark Tank entrepreneur turned real estate investor, excels in building brands, teams, and products. CEO of a bi-coastal luxury short-term rental company, she also hosts the Seed Money Podcast, where she's on a mission to help early-stage entrepreneurs turn their ideas into reality!

Connect:

Website: https://seedmoneypodcast.com/

Instagram: https://www.instagram.com/jaylasiciliano/

Subscribe and watch on YouTube https://www.youtube.com/@seedmoneypodcast/

Please rate, follow, and review the podcast on https://podcasts.apple.com/us/podcast/seed-money/id1740815877 and https://open.spotify.com/show/0VkQECosb1spTFsUhu6uFY?si=5417351fb73a4ea1/! Hearing your comments and questions helps me come up with the best topics for the show!

The information in this podcast is educational and general in nature and does not take into consideration the listener's personal circumstances. Therefore, it is not intended to be a substitute for specific, individualized financial, legal, or tax advice.

If you're raising money, one of the first questions you'll run into is whether to DIY your pitch deck or hire someone to help. And trust me, it's not as straightforward as it sounds.

I've wasted money on "professional" help that didn't move the needle, and I've also seen founders burn months trying to DIY when they should have just invested a little upfront.

That's the real challenge. It's not just if you can design this yourself. It's knowing when your deck is strong enough to stand on its own.

Here's where it gets even more confusing: the number of "pitch deck services" out there promising the world. Some quote a few hundred bucks, others want tens of thousands. And it's not always clear what you're really paying for. Are you getting strategy and feedback that sharpen your story, or just a prettier version of the same weak slides?

In this episode, I break down the reality of pitch deck pricing. You'll learn how to figure out if you should do it yourself, what to look for in outside help, and how to avoid wasting time and money on the wrong solutions.

Topics Covered;

• How to tell if your deck is strong enough to DIY, or if it's time to hire

• The red flags that your pitch isn't landing with investors

• What freelancers, mid-level designers, and agencies actually deliver (and what they don't)

• The real price ranges and what you should expect at each level

• Why overspending too early can waste money, but underspending can cost you months

• The hybrid approach that gets you professional polish without blowing your budget

About Your Host

Jayla Siciliano, Shark Tank entrepreneur turned real estate investor, excels in building brands, teams, and products. CEO of a bi-coastal luxury short-term rental company, she also hosts the Seed Money Podcast, where she's on a mission to help early-stage entrepreneurs turn their ideas into reality!

Connect:

Website: https://seedmoneypodcast.com/

Instagram: https://www.instagram.com/jaylasiciliano/

Subscribe and watch on YouTube https://www.youtube.com/@seedmoneypodcast/

Please rate, follow, and review the podcast on https://podcasts.apple.com/us/podcast/seed-money/id1740815877 and https://open.spotify.com/show/0VkQECosb1spTFsUhu6uFY?si=5417351fb73a4ea1/! Hearing your comments and questions helps me come up with the best topics for the show!

The information in this podcast is educational and general in nature and does not take into consideration the listener's personal circumstances. Therefore, it is not intended to be a substitute for specific, individualized financial, legal, or tax advice.

When you're building a business that appeals to investors, you have to show that you can scale and stabilize at every level.

But here's the thing - scaling isn't clean or painless…it's not supposed to be. It almost always means that things will break. Systems will strain, processes will collapse, and the business will feel unstable.

This is inevitable. Growth will always stress the business.

As a founder, your mindset shouldn't be preventing stress; it should be preparing for it.

Every stage of growth demands that you adapt, fix what cracked under pressure, and put new structures in place that can carry you to the next level.

And part of that structure isn't technical at all, it's human. Your inner circle has to be balanced. Too many yeses and you'll miss the weak spots. Too many nos and you'll never take the risks growth requires.

What should early-stage founders be thinking about as they grow? How did my guest turn a $30K loan from his 401K into 20+ million in real estate and a $10M a year company?

In this episode, I'm joined by entrepreneur, mentor, short-term rental expert, and investor, Josh Hatter.

We unpack why scaling is supposed to feel uncomfortable, how to treat breakage as proof of progress, and why curating the right mix of voices around you might be the most important system you ever build.

• How Josh turned a $30k 401k loan into $20M+ of real estate assets and $100M under management

• How childhood chaos became his greatest entrepreneurial strength

• The real reason rental arbitrage is dangerous (and what to do instead)

• How to survive a once-in-a-lifetime industry collapse like COVID in hospitality

• Why scaling means breaking your systems on purpose

• The hardest balancing act in entrepreneurship

• Why owning the real estate your business operates in is one of the smartest wealth moves you can make

• How Josh formalized his mentorship group into a nonprofit

Guest Bio

Josh Hatter is a Short Term Rental (STR) and Bed & Breakfast (B&B) expert investor and entrepreneur. After working in Corporate America, Josh bet on himself to grow a $30,000 401 (k) loan to $20M+ of assets in 12 years of real estate investing through his principles of information arbitrage. He helps high achievers exit corporate America and reach financial independence through hospitality real estate. Visit https://www.joshhatter.com/, send an email to [email protected]. To learn more about the mentorship program, visit https://keyscollective.org, and to stay at Josh's rentals, visit staycvp.com.

About Your Host

Jayla Siciliano, Shark Tank entrepreneur turned real estate investor, excels in building brands, teams, and products. CEO of a bi-coastal luxury short-term rental company, she also hosts the Seed Money Podcast, where she's on a mission to help early-stage entrepreneurs turn their ideas into reality!

Connect:

Website: https://seedmoneypodcast.com/

Instagram: https://www.instagram.com/jaylasiciliano/

Subscribe and watch on YouTube https://www.youtube.com/@seedmoneypodcast/

Please rate, follow, and review the podcast on https://podcasts.apple.com/us/podcast/seed-money/id1740815877 and https://open.spotify.com/show/0VkQECosb1spTFsUhu6uFY?si=5417351fb73a4ea1/! Hearing your comments and questions helps me come up with the best topics for the show!

The information in this podcast is educational and general in nature and does not take into consideration the listener's personal circumstances. Therefore, it is not intended to be a substitute for specific, individualized financial, legal, or tax advice.

A lot of founders go into fundraising with the wrong idea about pitch decks. They think the deck has to include everything, every detail about the product, every market stat, every bio. But that's not what a pitch deck is for.

The real job of your deck is simple: get you to the next step. It's not supposed to win the deal on the spot. It's supposed to grab attention, tell your story clearly, and make investors want to keep talking to you.

Think of it like a billboard. If it's cluttered or confusing, people drive right past it. If it's sharp and clear, they remember it, and that's all you need at this stage.

When I was raising money for my first company, I didn't have connections, a big name, or a track record. What I did have was a short, clear deck that told the story simply. That's what got me meetings, credibility, and eventually, funding.

Done right, your pitch deck shows you can communicate like a pro and makes the whole fundraising process a lot easier.

In this episode, I break down why pitch decks really matter, what most people get wrong, and how to build one that actually gets you in the door.

Topics Covered;

• Why your deck should function like a billboard, not a book

• How to tell a cohesive story that flows logically and keeps investors engaged

• The overlooked role of timing, why investors want to know "why now?"

• How your deck doubles as a tool to force clarity in your business thinking

• The professionalism test: how fonts, colors, and flow influence investor trust

• Why tweaking a deck doesn't mean adding slides

About Your Host

Jayla Siciliano, Shark Tank entrepreneur turned real estate investor, excels in building brands, teams, and products. CEO of a bi-coastal luxury short-term rental company, she also hosts the Seed Money Podcast where she's on a mission to help early-stage entrepreneurs turn their ideas into reality!

Connect:

Website: https://seedmoneypodcast.com/

Instagram: https://www.instagram.com/jaylasiciliano/

Subscribe and watch on YouTube https://www.youtube.com/@seedmoneypodcast/

Please rate, follow and review the podcast on https://podcasts.apple.com/us/podcast/seed-money/id1740815877 and https://open.spotify.com/show/0VkQECosb1spTFsUhu6uFY?si=5417351fb73a4ea1/! Hearing your comments and questions helps me come up with the best topics for the show!

The information in this podcast is educational and general in nature and does not take into consideration the listener's personal circumstances. Therefore, it is not intended to be a substitute for specific, individualized financial, legal, or tax advice.

Podcasting and fundraising don't seem to have much in common until you've done both. On the surface, each looks shiny and glamorous. But behind the curtain, they're two of the hardest things to stick with, and that's why most people quit before they ever see results.

What makes them work isn't polish or perfection, it's the grit to keep showing up, the systems that keep you from burning out, and the ability to let your voice evolve as you go.

Success comes not from the pitch deck or the perfect script, but from momentum built over time.

After a year of podcasting, I've seen just how closely the lessons mirror the fundraising journey. Today, I'm pulling out the biggest insights, the ones that surprised me most, that every founder raising capital should hear.

What metrics actually matter in both fundraising and podcasting? How do you shift from a short-term mindset to thinking of the long game?

In this episode, I share 8 lessons I've learned from podcasting and why they mirror raising money for your business.

Topics Covered:

• Why consistency is more important than charisma

• The only metric you should track at the start

• How to embrace progress over perfection

• The underestimated role of authenticity in getting investors to lean in

• The sanity-saving role of systems and processes in keeping you on track

• Why marketing yourself matters

• How your voice evolves (and why that's a good thing)

About Your Host

Jayla Siciliano, Shark Tank entrepreneur turned real estate investor, excels in building brands, teams, and products. CEO of a bi-coastal luxury short-term rental company, she also hosts the Seed Money Podcast, where she's on a mission to help early-stage entrepreneurs turn their ideas into reality!

Connect:

Website: https://seedmoneypodcast.com/

Instagram: https://www.instagram.com/jaylasiciliano/

Subscribe and watch on YouTube https://www.youtube.com/@seedmoneypodcast/

Please rate, follow and review the podcast on https://podcasts.apple.com/us/podcast/seed-money/id1740815877 and https://open.spotify.com/show/0VkQECosb1spTFsUhu6uFY?si=5417351fb73a4ea1/! Hearing your comments and questions helps me come up with the best topics for the show!

The information in this podcast is educational and general in nature and does not take into consideration the listener's personal circumstances. Therefore, it is not intended to be a substitute for specific, individualized financial, legal, or tax advice.

When you're getting ready to pitch investors, it's easy to get caught up in saying all the right things. You want to sound polished, credible, maybe even impressive. But in trying to be professional, you might be dialing down the one thing that matters most in the room: your passion.

And I don't mean hype or over-the-top energy. I'm talking about real conviction, the kind that shows up in your voice, your body language, and the way you talk about the problem you're solving.

Because at the early stage, investors aren't just investing in your business. They're investing in you.

They're human, they respond to energy, and your belief gives them permission to believe, too.

But here's the tricky part: your belief can get buried under performance or the "professional" tone you think you're supposed to use.

So what are the small things that make your pitch lose its punch? How do you actually convey passion, without overdoing it?

In this episode, I'm breaking down what it really means to pitch with passion. I'm sharing how to make sure your energy, your story, and your personal connection to the work come through clearly, confidently, and with just the right amount of fire.

Topics Covered;

• How to bring more passion into your pitch without veering into hype

• Why your "professional mask" could be diluting your conviction

• What it really means to pitch with energy and urgency

• The subtle cues that make your pitch feel timid or defensive

• One mindset shift that instantly changes the power dynamic in any investor meeting

About Your Host

Jayla Siciliano, Shark Tank entrepreneur turned real estate investor, excels in building brands, teams, and products. CEO of a bi-coastal luxury short-term rental company, she also hosts the Seed Money Podcast where she's on a mission to help early-stage entrepreneurs turn their ideas into reality!

Connect:

Website: https://seedmoneypodcast.com/

Instagram: https://www.instagram.com/jaylasiciliano/

Subscribe and watch on YouTube https://www.youtube.com/@seedmoneypodcast/

Please rate, follow and review the podcast on https://podcasts.apple.com/us/podcast/seed-money/id1740815877 and https://open.spotify.com/show/0VkQECosb1spTFsUhu6uFY?si=5417351fb73a4ea1/! Hearing your comments and questions helps me come up with the best topics for the show!

The information in this podcast is educational and general in nature and does not take into consideration the listener's personal circumstances. Therefore, it is not intended to be a substitute for specific, individualized financial, legal, or tax advice.

When you're building a company, it's tempting to obsess over tactics. What to put in your deck, who to pitch next, which lever to pull. But that's not what separates the founders who break through from the ones who burn out.

It's not tactics, it's tolerance.

Your tolerance for risk, rejection, ambiguity, and delayed wins is the true edge in early-stage entrepreneurship.

When fundraising is slower and the pressure's higher, your ability to keep going without quick results is everything. The founders who survive and grow are the ones who can hold their nerve when things get messy or quiet.

How do you determine how much risk and uncertainty you can handle? How do you overcome the fear of wasting your time?

In this episode, I'm sharing 3 simple but powerful questions to help you build that tolerance muscle, shift your mindset, and keep showing up even when it feels like nothing's working.

Topics Covered;

• Why "risk" is subjective, and how that shapes your entrepreneurial journey

• The two types of risk founders must weigh

• How surviving failure once eliminates the fear of it happening again

• How to lead with borrowed belief and the most important asset in a pitch

• The emotional cost of inaction

About Your Host

Jayla Siciliano, Shark Tank entrepreneur turned real estate investor, excels in building brands, teams, and products. CEO of a bi-coastal luxury short-term rental company, she also hosts the Seed Money Podcast, where she's on a mission to help early-stage entrepreneurs turn their ideas into reality!

Connect:

Website: https://seedmoneypodcast.com/

Instagram: https://www.instagram.com/jaylasiciliano/

Subscribe and watch on YouTube https://www.youtube.com/@seedmoneypodcast/

Please rate, follow and review the podcast on https://podcasts.apple.com/us/podcast/seed-money/id1740815877 and https://open.spotify.com/show/0VkQECosb1spTFsUhu6uFY?si=5417351fb73a4ea1/! Hearing your comments and questions helps me come up with the best topics for the show!

The information in this podcast is educational and general in nature and does not take into consideration the listener's personal circumstances. Therefore, it is not intended to be a substitute for specific, individualized financial, legal, or tax advice.