Article-At-A-Glance: Southwest Companion Pass Value Guide

• Southwest Rapid Rewards points are valued at approximately 1.3 cents each, but pairing them with the Companion Pass can effectively double that value on every redemption.
• The Southwest Companion Pass requires earning 135,000 qualifying points in a single calendar year — and the fastest way to get there is through strategic credit card sign-up bonuses.
• The Companion Pass lets a designated person fly with you on nearly every Southwest flight for just taxes and fees, with no blackout dates and no usage limits.
• Not all points count toward the Companion Pass threshold — transferred Chase Ultimate Rewards points do not qualify, which catches many travelers off guard.
• Timing your Companion Pass earn matters enormously — earn it in January and you get nearly two full years of use, making it one of the most valuable perks in airline loyalty programs.

The Southwest Companion Pass is one of the most powerful travel benefits in any loyalty program — and knowing exactly how to earn and use it can save you thousands of dollars a year.

This guide breaks down the real dollar value of Southwest Rapid Rewards points, how the Companion Pass works in practice, and the most efficient strategies to earn it fast. Whether you’re a casual flyer or a road warrior building status, understanding this program inside and out is the difference between leaving value on the table and maximizing every single mile you fly. Resources like NerdWallet’s Rapid Rewards valuation guide are a great starting point, but there’s a lot more nuance worth knowing.

Southwest Rapid Rewards Points Value at a Glance

Southwest points don’t work like most airline miles. Instead of a fixed award chart with set redemption tiers, Southwest ties its award pricing directly to the cash price of the ticket. That means the value of your points fluctuates based on the fare type, route, and timing of your booking.

Generally speaking, NerdWallet pegs Southwest Rapid Rewards points at 1.3 cents per point. That’s a solid baseline, but savvy travelers regularly extract more value — especially when layering in the Companion Pass.

How Much Are Southwest Points Worth in Cents Per Point

At 1.3 cents per point, a stash of 50,000 Southwest points is worth roughly $650 in airfare. That’s meaningful value, especially since Southwest redemptions cover taxes and fees within the points price — unlike many other programs that tack on carrier-imposed surcharges at checkout.

The actual cents-per-point value you get depends heavily on the fare you’re booking. Wanna Get Away and Wanna Get Away Plus fares almost always offer the best point value, since those tickets are priced lower in cash but still priced competitively in points. Business Select and Anytime fares, while refundable and packed with perks, typically yield lower cents-per-point value because the cash price inflates faster than the points price.

Cash vs. Points Bookings: Which Gets You More Value

The key question before every Southwest booking should be: what’s the cash price, and how many points would this cost? Southwest makes this easy — both options are displayed side-by-side on every search result. The math is simple: divide the cash price (in cents) by the number of points required to get your cents-per-point value.

If a flight costs $180 or 13,500 points, that’s exactly 1.33 cents per point — right in line with the standard valuation. But if that same route spikes to $220 cash during a busy travel period while the points price stays at 13,500, you’re now getting 1.63 cents per point. That’s when redeeming points becomes a clear win.

On the flip side, during Southwest’s frequent fare sales, cash prices drop significantly while points prices often don’t move as sharply. In those cases, paying cash and banking your points for a higher-value redemption later is the smarter play. For a detailed comparison of services, you might also want to check out FedEx vs. UPS air freight services to understand pricing strategies.

Why Companion Pass Effectively Doubles Your Points Value

Here’s where the math gets exciting. When you use points to book a flight and your companion flies free, the value of those points essentially doubles. A 13,500-point redemption worth $180 in airfare now covers two passengers — meaning you’ve extracted $360 of travel value from the same points spend. That pushes your effective cents-per-point value to roughly 2.6 cents, doubling the standard benchmark.

How the Southwest Companion Pass Works

The Southwest Companion Pass (SWCP) allows one designated person to fly with you on nearly every Southwest flight for free — you only pay the taxes and fees, which typically run $5.60 each way for domestic flights. You can use it when booking with cash, points, or a combination of both.

There’s no cap on how many times you can use it. Every single flight you take on Southwest while holding the pass is an opportunity to bring your companion along for essentially nothing.

What the Companion Pass Actually Covers (and What It Doesn’t)

The Companion Pass covers the base fare of your companion’s ticket on qualifying Southwest flights. It works on domestic U.S. flights, select international routes to Mexico, the Caribbean, and Central America, and flights booked with cash or points. The companion pays only government-imposed taxes and fees.

What it doesn’t cover: upgraded boarding purchases, EarlyBird Check-In fees, or any ancillary charges. The pass also cannot be used on codeshare or partner-operated flights. And while the pass itself is free to use, your companion still needs to be booked through your Rapid Rewards account, meaning you need to actively manage the reservation.

How Long the Companion Pass Lasts After You Earn It

Companion Pass Validity at a Glance:

The Companion Pass is valid through the end of the calendar year in which you earn it, plus the entire following calendar year. Earn it in January 2025, and it’s valid through December 31, 2026 — nearly two full years of use.

This is why timing is everything. If you earn the Companion Pass in November, you only get about two months of use before the pass resets at year-end. Earn it in January, and you’re looking at up to 23 months of unlimited companion flights.

The pass doesn’t reset mid-year based on when you earned it — it always expires December 31 of the following calendar year. So the window you get is directly tied to how early in the calendar year you hit the 135,000-point threshold.

Most seasoned Rapid Rewards strategists time their credit card applications in late December or early January so the welcome bonus points post in January, triggering the pass at the very start of the new year. For those interested in exploring other airport lounge access options, consider comparing Priority Pass vs LoungeKey for additional benefits and coverage.

No Blackout Dates and No Usage Limits: What This Means for You

Unlike most airline companion certificates — which are riddled with blackout dates, fare class restrictions, and limited seat availability — the Southwest Companion Pass has none of that. If a seat is available for purchase, your companion can fly on it. Holiday travel, peak summer routes, last-minute bookings — all fair game.

This is genuinely rare in the loyalty program world. The unlimited usage combined with zero blackout dates makes the Companion Pass functionally more valuable than the typical airline companion certificate, which might only be usable on off-peak travel days on specific fare classes.

How to Change Your Designated Companion

You can change your designated companion up to three times per calendar year through your Southwest Rapid Rewards account. When you make a change, the previous companion is removed immediately and the new companion is activated going forward. Any previously booked trips with your old companion are not affected — those flights are already confirmed and will still fly as booked.

The three-change limit resets every January 1, giving you flexibility across multiple travel partners throughout the year. Most travelers designate a spouse or frequent travel partner, but the option to switch is a meaningful perk for anyone whose travel plans change throughout the year.

135,000 Points: How to Earn the Companion Pass Fast

Earning 135,000 Rapid Rewards points through flying alone would take years for most people. The practical path to the Companion Pass runs directly through Southwest’s co-branded credit cards — specifically, their generous welcome bonuses.

Southwest credit card welcome bonuses count as qualifying points toward the Companion Pass threshold. This single fact is what makes the pass attainable for ordinary travelers, not just frequent flyers logging hundreds of flight segments per year. Additionally, every Rapid Rewards cardholder receives an annual 10,000-point bonus each calendar year, which counts toward the threshold — effectively reducing the true earn requirement to 125,000 points for cardholders.

Which Points Count Toward the Companion Pass Threshold

Not every point that lands in your Rapid Rewards account qualifies toward the 135,000-point requirement. The qualifying sources are specific, and understanding the FAA regulations is crucial for frequent flyers.

• Points earned from revenue flights booked directly through Southwest
• Points earned from Southwest co-branded credit card purchases (including welcome bonuses)
• Base points earned from Rapid Rewards hotel, car rental, and retail partners
• Annual companion pass cardmember bonus points (10,000 per year per card)
• Points earned through the Southwest Rapid Rewards Shopping portal
• Points earned through the Southwest Rapid Rewards Dining program (up to 3 points per $1 at participating restaurants)

Which Points Do Not Count Toward Earning the Companion Pass

This is where many travelers get tripped up. Points transferred into your Rapid Rewards account from Chase Ultimate Rewards do not count toward the Companion Pass threshold. Neither do points purchased directly through Southwest, points transferred from another member’s account, or points earned from Southwest gift card purchases. These points land in your balance and can absolutely be redeemed for flights — they just won’t move the needle on your Companion Pass progress.

The distinction matters most for Chase Sapphire Reserve and Chase Sapphire Preferred cardholders who transfer points to Southwest hoping to fast-track the pass. It’s a common and expensive misconception. Your Chase transfer points have real value for booking flights, but if earning the Companion Pass is the goal, the path runs through Southwest’s own co-branded credit cards — not through transfer partners.

The Two-Card Strategy to Hit 135,000 Points Quickly

The most efficient route to the Companion Pass is applying for two Southwest credit cards simultaneously — one personal card and one business card. Southwest’s current card offers can push welcome bonuses well into the 75,000 to 90,000-point range per card. Pair the Southwest Rapid Rewards Priority Credit Card (personal) with the Southwest Rapid Rewards Performance Business Credit Card, meet both minimum spend requirements, and you can potentially land at or above the 135,000-point threshold without stepping foot on a single Southwest flight. Keep in mind Chase’s 5/24 rule applies — if you’ve opened five or more credit cards across all issuers in the past 24 months, Chase will likely deny the application, so plan your card strategy accordingly.

Best Time of Year to Start Earning for Maximum Pass Validity

January is the single best month to earn the Southwest Companion Pass. Because the pass is valid through December 31 of the following calendar year, triggering it in January gives you a validity window of up to 23 months — nearly two full years of bringing a companion along on every flight for just taxes and fees.

The practical strategy is to apply for your Southwest credit cards in late December, time your minimum spend to complete in early January, and wait for the welcome bonus points to post. Most welcome bonuses post within one to two billing cycles after meeting the minimum spend requirement, so precise timing matters. If your points post in late January, you still get roughly 23 months of Companion Pass use — a dramatic improvement over earning it in, say, October and getting just 14 months.

If you miss the January window, the next best strategy is to earn the pass as early in the year as possible. Every month earlier translates directly into additional months of use. A Companion Pass earned in March still gives you nearly 22 months, while one earned in June gives you 18. The pass’s value scales almost linearly with how early in the year you earn it. For a broader perspective, you might want to check out the FedEx vs UPS air freight services pricing comparison guide.

Southwest Rapid Rewards Credit Cards: Points and Annual Fees Compared

Southwest offers five co-branded credit cards through Chase — three personal cards and two business cards. Each comes with its own annual fee, earning structure, perks, and welcome bonus offer. Choosing the right combination is key to both hitting the Companion Pass threshold efficiently and getting ongoing value from the cards year after year.

All five cards earn qualifying Rapid Rewards points on every purchase, and all welcome bonuses count toward the Companion Pass. The differences come down to your annual fee tolerance, how much you value Southwest-specific perks like upgraded boarding credits, and whether you have a qualifying business for the business card applications.

Here’s how the five Southwest Rapid Rewards credit cards stack up side by side:

Southwest Rapid Rewards Plus Credit Card

The Southwest Rapid Rewards Plus Credit Card is the entry-level personal option at a $69 annual fee. It earns 2x points on Southwest purchases and 1x on everything else, along with 3,000 anniversary bonus points each year. For travelers who want a low-cost way to maintain Rapid Rewards card membership and keep earning qualifying points, the Plus card gets the job done — though its earning rate and perks are noticeably thinner than the Premier or Priority cards. Learn more about the Southwest Rapid Rewards program to maximize your benefits.

Southwest Rapid Rewards Premier Credit Card

The Southwest Rapid Rewards Premier Credit Card steps up to a $99 annual fee and bumps Southwest purchase earn to 3x points. It adds 6,000 anniversary bonus points per year and also earns 2x points on Rapid Rewards hotel and car rental partner purchases. For travelers who fly Southwest regularly and want a mid-tier card that earns faster on Southwest spend without the $149 commitment of the Priority card, the Premier is a reasonable middle ground.

Southwest Rapid Rewards Priority Credit Card

The Southwest Rapid Rewards Priority Credit Card is the strongest personal card in the lineup at $149 annually. It earns 3x points on Southwest purchases, delivers a $75 Southwest travel credit each year, and provides four upgraded boarding certificates annually — each worth up to $30 at purchase. The 7,500 anniversary bonus points alone are worth roughly $97 at standard point valuation, which nearly offsets the annual fee before you count the travel credit. For frequent Southwest flyers, the Priority card pays for itself quickly.

Southwest Rapid Rewards Premier Business Credit Card

The Southwest Rapid Rewards Premier Business Credit Card mirrors the personal Premier card in structure, carrying a $99 annual fee and earning 3x points on Southwest purchases. It also earns 2x points on social media and search engine advertising purchases — a useful perk for small business owners running digital campaigns. The 6,000 anniversary bonus points add meaningful ongoing value, and the card counts toward the Companion Pass threshold, making it a solid pairing with any personal Southwest card for the two-card strategy.

Southwest Rapid Rewards Performance Business Credit Card

The Southwest Rapid Rewards Performance Business Credit Card is the premium business option at $199 annually, and it earns the highest rate of any Southwest card — 4x points on Southwest purchases and 3x on Rapid Rewards hotel and car rental partners. It also includes four upgraded boarding certificates per year, a Global Entry or TSA PreCheck application fee credit, and 9,000 anniversary bonus points. At 1.3 cents per point, those anniversary points alone are worth roughly $117, which meaningfully offsets the annual fee.

For business owners who fly Southwest frequently and can maximize the 4x earning rate, the Performance Business card offers the best long-term points accumulation of any card in the Southwest portfolio. Pairing it with the Priority personal card creates the most powerful two-card combination for both earning the Companion Pass quickly and extracting maximum ongoing value from Southwest spending.

Corporate and Business Points Value on Southwest Rapid Rewards

Business travel spending has a compounding effect in the Rapid Rewards program. Between elevated earn rates on business credit cards, Tier Qualifying Points that build toward elite status, and the ability to count business card welcome bonuses toward the Companion Pass threshold, corporate flyers have a meaningful structural advantage in this program over leisure travelers.

How Business Card Spend Earns Points Differently Than Personal Cards

The most obvious difference is the earning rate. The Southwest Rapid Rewards Performance Business Credit Card earns 4x points per $1 on Southwest purchases — the highest rate in the entire card portfolio. At that rate, a business that puts $50,000 in Southwest airfare through the card annually earns 200,000 points, which at 1.3 cents per point represents $2,600 in redeemable travel value from card spend alone.

Beyond the elevated earn rate, business cards also allow you to separate personal and business spending while still funneling all qualifying points into the same Rapid Rewards account. This consolidation is important for Companion Pass strategy — you’re not splitting your qualifying point progress across two separate programs, you’re stacking business spend on top of personal spend to hit the 135,000-point threshold faster.

Business card spend also earns Tier Qualifying Points (TQPs), which count toward A-List and A-List Preferred status in tandem with your flight activity. This dual-track accumulation — points for redemption and TQPs for status — makes the business cards uniquely efficient for frequent Southwest travelers who want both free flights and elite benefits from the same card spend. For those comparing airline services, you might find the FedEx vs UPS air freight services guide insightful.

Tier Qualifying Points (TQPs) and What They Mean for A-List Status

Tier Qualifying Points are the currency of Southwest elite status. To reach A-List, you need 35,000 TQPs in a calendar year. A-List Preferred requires 70,000 TQPs. Both thresholds can be met through a combination of flight activity and credit card spend, with each dollar spent on a Southwest co-branded credit card earning 1 TQP.

A-List status unlocks priority boarding, a 25% points bonus on every flight, same-day standby, and dedicated A-List phone and chat support. A-List Preferred adds a 100% points bonus on flights and complimentary in-flight Wi-Fi — a genuinely valuable perk for business travelers who work on the road. When you factor in the 25% or 100% points bonus that comes with A-List status, the effective earn rate on every Southwest flight climbs significantly, accelerating future Companion Pass earning cycles as well.

How to Get Maximum Value From Southwest Points

Getting the most out of Southwest points isn’t about hoarding them — it’s about deploying them strategically at the right moment, on the right fare, for the right number of travelers.

The two biggest levers you control are fare selection and Companion Pass timing. Pull both at once and the value you extract from a single points balance can be dramatically higher than the standard 1.3 cents per point benchmark suggests. Here’s how to do it consistently.

Always Check the Cash Price Before Redeeming Points

Southwest displays cash and points pricing side by side on every search result, which makes the comparison effortless. Before redeeming, do the quick math: divide the cash price in cents by the points required. If the result is above 1.3 cents per point, redeeming points is the better deal. If it’s below, paying cash and saving your points for a higher-value booking is smarter.

This matters most during Southwest fare sales. When cash prices drop sharply on promotional routes, the points price often doesn’t adjust at the same rate — meaning your points are relatively less powerful during those windows. Pay cash on sale fares, bank your points, and redeem them when cash prices spike during holidays, peak summer travel, or last-minute bookings when the math tilts back in your favor. For those who frequently travel, comparing Priority Pass vs LoungeKey might also be beneficial for maximizing airport lounge access during your travels.

Stack Companion Pass With Points Redemptions for the Best Deal

The single most powerful move in the Southwest ecosystem is booking a points flight for yourself and using the Companion Pass to bring your designated companion for just $5.60 in taxes. At that point, your points redemption effectively covers two seats instead of one, doubling the travel value generated from the same points spend. A 13,500-point booking worth $180 in airfare now covers two passengers — that’s $360 of travel value from one redemption.

The stacking opportunity gets even richer when you hold A-List status. The 25% points bonus you earn on every revenue flight means your balance replenishes faster, giving you more high-value redemptions to pair with the Companion Pass over the course of the year. A-List Preferred members earning a 100% points bonus can practically sustain a Companion Pass cycle entirely from flight-earned points if they fly frequently enough on Southwest routes.

Southwest Rapid Rewards Partner Points: Hotels, Cars and Shopping

Southwest’s partner network extends well beyond flights. Through the Rapid Rewards program, you can earn qualifying points on hotel stays, car rentals, and retail purchases — all of which count toward the Companion Pass threshold. The Rapid Rewards Shopping portal connects you to over 800 retailers, while the Southwest Rapid Rewards Dining program pays up to 3 points per $1 spent at participating restaurants plus bonus points for submitting restaurant reviews.

Southwest Rapid Rewards Partner Earning Rates at a Glance:

Hotels: Varies by property — major chains like Marriott, Hyatt, and IHG participate in the Rapid Rewards partner program. Points earned through hotel bookings via the Southwest portal count as qualifying points toward the Companion Pass.

Car Rentals: Partners include Avis, Budget, Hertz, and others. Points earned on car rental bookings through the Rapid Rewards program qualify toward the Companion Pass threshold.

Retail Shopping: Over 800 retailers participate in the Southwest Rapid Rewards Shopping portal. Earn rates vary by retailer, and all points earned count as qualifying Companion Pass points.

Dining: Earn up to 3 points per $1 at participating restaurants through the Southwest Rapid Rewards Dining program. Bonus points are available for writing restaurant reviews after enrollment.

The partner ecosystem is most valuable for travelers who are within striking distance of the 135,000-point threshold and need a few thousand extra qualifying points to push them over the top. Booking a hotel stay through the Rapid Rewards portal instead of directly or through a competing OTA can mean the difference between earning the Companion Pass this calendar year versus waiting until next year.

One important note: these are base points earned from partners, not points transferred from partner loyalty programs. For example, booking a Marriott stay through the Southwest Rapid Rewards portal earns qualifying points — but transferring Marriott Bonvoy points into your Rapid Rewards account does not. The distinction is the same principle that applies to Chase Ultimate Rewards transfers: only points earned through Southwest’s own partner channels count toward the Companion Pass.

The Companion Pass Is the Best Deal in Airline Loyalty Programs

No other major U.S. airline offers anything close to what Southwest delivers with the Companion Pass. Most airline companion certificates come loaded with restrictions — specific fare class requirements, limited seat availability, blackout dates around peak travel periods, and one-time-use caps that make them far less flexible in practice. The Southwest Companion Pass has none of those limitations. It works on any available seat, on any flight, as many times as you fly, for nearly two full years when earned in January. For travelers who fly Southwest regularly with a consistent companion — a partner, spouse, or frequent travel buddy — the pass can generate thousands of dollars in travel savings annually from a single earn event. That’s not an exaggeration: a couple taking 10 round trips per year on Southwest routes averaging $200 per ticket would save $2,000 in companion airfare in a single year alone, before factoring in points redemptions layered on top.

Frequently Asked Questions

The Southwest Companion Pass generates a lot of questions — mostly because the rules around what qualifies, how long it lasts, and how to use it most effectively aren’t always obvious from Southwest’s own communications. Here are the most common questions answered directly.

Can I Use the Southwest Companion Pass on International Flights?

Yes — with some limitations. The Southwest Companion Pass works on Southwest-operated international flights to select destinations in Mexico, the Caribbean, and Central America. These routes are bookable directly through Southwest’s website and qualify for Companion Pass use just like domestic flights.

The pass does not work on flights operated by other carriers, codeshare arrangements, or any routes not directly served and operated by Southwest Airlines. Always verify the operating carrier when booking international Southwest itineraries to confirm Companion Pass eligibility before completing the reservation.

Do Points From Chase Ultimate Rewards Transfers Count Toward the Companion Pass?

No. Points transferred from Chase Ultimate Rewards into your Southwest Rapid Rewards account do not count as qualifying points toward the Companion Pass threshold. They are fully redeemable for Southwest flights once transferred, but they will not advance your progress toward the 135,000-point requirement. The Companion Pass threshold is only satisfied by points earned through Southwest’s own qualifying channels — flights, co-branded credit card spend and bonuses, and select partner activity through the Rapid Rewards portal.

Can I Have Two Southwest Personal Credit Cards at the Same Time?

No. Southwest and Chase limit personal cardholders to one Southwest personal credit card at a time. You cannot hold the Plus and the Priority simultaneously, for example. However, you can hold one personal Southwest card and one business Southwest card concurrently — which is the foundation of the two-card Companion Pass strategy. If you want to upgrade from one personal card tier to another, you’d need to product change or close the existing card first, subject to Chase’s standard policies.

Do Southwest Rapid Rewards Points Expire?

Southwest Rapid Rewards points do not expire as long as your account remains active. Account activity is broadly defined — earning or redeeming points through any qualifying channel (flights, credit card spend, partner purchases, the shopping portal, or the dining program) resets your activity clock.

In practice, most Rapid Rewards members who hold a Southwest co-branded credit card and use it for regular purchases will never need to worry about point expiration. The card spend alone keeps the account active indefinitely. The expiration concern is most relevant for members who have no card, fly infrequently, and don’t engage with any of Southwest’s partner earning channels.

Can I Use the Companion Pass When Booking With a Mix of Cash and Points?

Yes. The Companion Pass works regardless of how you pay for your own ticket — cash, points, or the Cash + Points combination that Southwest offers. As long as you are the primary passenger on the booking and you add your designated companion through the Companion Pass flow, your companion flies for just the applicable taxes and fees.

This flexibility is one of the most underappreciated features of the pass. It means you’re never forced to redeem points just to trigger the Companion Pass benefit — you can pay cash when cash prices are low and your points are better saved for later, and still bring your companion along for the standard $5.60 each way.

Companion Pass Booking Methods — What Works:

✅ Book your flight with cash → Add companion via Companion Pass → Companion pays taxes only

✅ Book your flight with Rapid Rewards points → Add companion via Companion Pass → Companion pays taxes only

✅ Book your flight with Cash + Points combo → Add companion via Companion Pass → Companion pays taxes only

❌ Transfer Chase Ultimate Rewards points → Book flight → Companion Pass still works for the flight booking, but the transferred points did not count toward earning the pass

The bottom line on Companion Pass value is straightforward: it is the most flexible, most generous, and most consistently valuable companion benefit offered by any major U.S. airline loyalty program. The combination of no blackout dates, no seat restrictions, unlimited usage, and compatibility with every booking method makes it uniquely powerful in practice — not just on paper. For a comparison of similar travel benefits, check out Priority Pass vs LoungeKey for airport lounge access.

The fastest path to earning it runs through strategic credit card applications timed to January, pairing one personal Southwest card with one business Southwest card to maximize welcome bonus points. Once earned, every flight you take on Southwest becomes an opportunity to extract double the value from your points and travel spending.

Whether you’re a casual leisure traveler taking a handful of trips per year or a road warrior racking up Southwest segments monthly, the math consistently favors earning the Companion Pass as your primary Rapid Rewards goal — and earning it as early in the calendar year as possible to maximize the validity window.

If you’re ready to build a complete Southwest points strategy from the ground up, start by mapping out your credit card eligibility under Chase’s 5/24 rule, identify the January application window that works for your timeline, and calculate exactly how many points you’ll need beyond the welcome bonuses to hit 135,000 — the Rapid Rewards Shopping portal and Dining program can bridge that final gap faster than most people expect. For expert guidance on maximizing your travel rewards across every major program, NerdWallet’s travel rewards team offers continuously updated valuations and card comparisons to keep your strategy current.