Financial DNA was started to solve a practice management problem. When Hugh Massie started DNA, he was a financial advisor at the time and set out to understand why his clients and advice team 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 so that his team could better serve his clients. This curiosity led to his work in behavioral science and the development of the platform we operate today that measures over 200+ behavioral insights covering virtually every human habit: the way a person communicates, invests, works and lives.
When Financial Services teams start using Financial DNA, the first step is for each of their employees to measure their own unique DNA styles. Financial DNA is built on a scalable technology platform that measures all aspects of an individual’s behavioral style – transformative business and work talent reports are available in addition to the traditional financial behavior related report shared with investor clients.