DataPoints

DataPoints sells online behavioral assessments that financial planners, wealth managers, financial coaches and therapists give clients to learn their money attitudes, wealth-building habits and risk tolerance. The tools draw on decades of research on affluent households, including the data behind the book The Millionaire Next Door.

Clients complete short guided assessments, and the advisor receives a report while the client gets a separate version; couples can be compared side by side. The library includes more than 15 assessments, among them an investor profile risk tolerance questionnaire, a market mindset quiz, a money attitudes inventory, a wealth-building test tied to six behavioral dimensions, retirement and values inventories, and short marketing quizzes that firms can post on websites, email and social media to capture leads. The largest plan adds a survey tool. Wealthbox, Mailchimp and Zapier connectors, along with an open API, move results into other systems.

DataPoints is a small business based in Marietta, Georgia. Its founder and president, Sarah Stanley Fallaw, co-wrote The Next Millionaire Next Door. Plans are billed monthly per advisor: Coaching at $70, Investor at $85, a third tier at $95 aimed at clients from new wealth through retirement, and Complete at $180 for up to three advisors, with a two-week free trial and discounts through XYPN, AFCPE and for advisors working with Schwab.