Financial DNA was started to solve a practice management problem in terms of how to provide a customized experience to every client on a scalable basis and yet reduce the time required in service delivery.
When Hugh Massie started DNA Behavior in 2001, he was a financial advisor at the time and set out to understand why his clients (including families) and the advisory team acted differently in similar circumstances and made unexpected decisions when they were under pressure. He wanted a way to predict these clients and team behaviors in advance of experiencing them first-hand when the markets suddenly changed or significant life events occurred so that his team could better serve his clients as unique individuals.
What Hugh then realized was that if the advisors were going to be offering these customized experiences and be able to effectively deal with such high stakes client situations, they had to have a high degree of emotional intelligence at a personal level and also be able to work as a cohesive team capitalizing on each other’s strengths and managing their differences. This curiosity led to Hugh developing Business DNA, a behavioral talent management system running off the same platform as Financial DNA.
Today, DNA Behavior operates a comprehensive “all-in-one” platform that is used to measure over 500+ 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 DNA business and work talent reports are available in addition to the financial behavior report shared with investor clients.