jules kroll is best known for doing investigative intelligence work for corporations. but now, he wants to shake things up in an industry that's been blamed for the financial crisis. i him asked why he decided to get into the ratings game. >> it is a system that is at the heart of the capitalist system. there is 11 trillion-- 11 trillion dollars worth of bonds that are out there in terms of mortgages. and we have to, to get the system going again, we have to find a way to have those properly financed and traded. >> susie: how is your approach going to be different than let's say s&p and moody's. >> to sum it up in two words, due diligence. we are actually going to look, we are going to accept the idea that you need to look under the hood. understand was's really going on and not simply run bode el-- models. >> susie: what special expertise does kroll have that supports the idea that will you do a better job? >> we have a 40 year history of doing due diligence investigations and our other business there be doing that for the bond rating business. and we brought other me