--000000000000a21dc1064833f66c Content-Type: multipart/alternative; boundary="000000000000a21dc0064833f66a" --000000000000a21dc0064833f66a Content-Type: text/plain; charset="UTF-8" Content-Transfer-Encoding: quoted-printable All- I am really looking forward to spending time with you all together this week. This is a great opportunity to fully align on our priorities and goals for a prosperous 2026. We exited 2025 with the most momentum this company has ever had. This positions us for a very successful year as long as we remain focused, aligned and committed. I'm confident we can do all and will be celebrating our accomplishments. Ahead of the meeting, I want to share our market comp analysis with you. As you are aware, we contracted a third party with over 20 years of homecare market analysis to shop 45 of our sites competitors. The GMs chose the competitors and a comprehensive secret shop exercise was performed on each. We received comprehensive reports on each site. Audra can provide you access to the reports if you would like to read them in detail. *As we approach our pricing adjustments for 2026, I would like to establish a very basic but important tenet. Which is:* We are a premium, white-glove, aging in place homecare provider. This means our service and quality must justify our price. We are fully committed to being the best homecare provider in every market we service. Although we will have service failures from time-to-time, we are committed to learning from them and using those learnings to get even better. Under the backdrop of our commitment to premium quality, we must be premium priced. High value customers are not looking for bargain prices that often come with substandard quality when looking for care for their loved ones. We know that not everyone can afford services at TheKey and there likely is more affordable care available to them. On the flip-side, when we are priced low in a market, it is safe to assume that we are losing out on many opportunities for high value clients because they feel the lower price means lower quality. Under this very important tenet, we must commit to being priced at the higher end of our market comps. Typically $1-$2 above our highest competitor. In some instances, our highest competitor is significantly higher than our current rate because they offer a specialty service. In those instances, we should cap any rate increase at 10%. I have attached three files for you to review: - A one-page summary of the results of the market comp shops - A pricing analyisis report with a site-by-site summaryu - An excel spreadsheet with all of the sites and competitor's pricing Please come this week prepared to discuss these results and give feedback on the site-by-site recommendations. My goal is to have our new pricing set by the end of this month and for them to become effecitve no later than March 1. Again, thank you all for your dedication and commitment to TheKey. Your continued leadership will shape the futur