Data & research Client communications Risk profiling

DNA Behavior

Behavioral and financial-personality profiling platform for advisory firms, with API and AI assistant

Atlanta, GA, USFounded 2001dnabehavior.comNot yet confirmed by the company

What it does

DNA Behavior International sells a behavioral profiling platform used by financial advisory firms, and also by employers and coaches, to measure how people make decisions, take risk, communicate and relate to money. Its Financial DNA assessment is the product aimed at advisors and their clients.

Clients and staff complete questionnaires that produce scored profiles of financial behavior, risk and bias tendencies, and communication style. Advisors use the reports to adjust how they communicate with each client. The web app includes Gene, an AI assistant that drafts emails, scripts and debrief notes from the profiles. Other products include a Digital Scan that estimates traits without a questionnaire, Pegasus ratings for due diligence on people, and a REST API, SDK and Zapier connector for putting behavioral data into other systems.

Founder Hugh Massie, a CPA and former wealth manager, started the company in 2001, and it is based in Atlanta. Annual plans are listed from $7,950 for a solo advisor to $27,030 for a large firm.

Best for

Serves: RIAs

Features

Financial behavior and risk profiling
Client communication guidance
AI assistant for emails and scripts
Questionnaire-free digital scan
REST API and SDK
Zapier and Google Sheets connectors

Pricing and deployment

Pricing model: Subscription
Published pricing: Professional $7,950/year (or $795 monthly option); Small Business $17,490/year ($1,749 monthly); Enterprise $27,030/year ($2,703 monthly); extra team users $10/month each
Deployment: Cloud