When our team initially designed the Financial DNA platform, they sought out to solve one problem, and weren’t thinking as big as “behavioral science”.
Hugh Massie, our founder, was a financial advisor and set out in 2001 to understand why his clients acted differently and made unexpected decisions when they were under pressure, or as he calls a “behavioral flip”. He wanted a way to predict these client behaviors in advance of experiencing them first-hand when the markets suddenly changed. This desire ultimately drove Hugh to develop the Natural Behavior discovery, which is the foundation of the Financial DNA product line.
Once Hugh as able to predict the behavioral flip of his clients, the overall objective became bigger. To build a system that would holistically uncover all dimensions of a client’s financial personality. It was important that the system first uncovers the client’s natural instinctive behavior which would reliably predict their long-term pattern of decision-making and would be their “go-to” style under pressure. Further, the assessment of behavior needed to be broad and deep enough to uncover a wide range of personality factors which would identify how clients make decisions (including their inherent biases), take advice, interact and build relationships, achieve results, handle information, manage budgets, develop trust, set and achieve goals, take and live with risks and learning styles.