A Behavioral Finance Solution Built by a Financial Advisor for Financial Advisors:
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. 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.
Through work with a behavioral research team, Hugh succeeded in creating a system to reliably measure over 500+ behavioral insights covering virtually every human habit: the way a person communicates, invests, works, and lives.