Independent research shows the DNA Behavior behavioral intelligence solutions lead to:

arrow-bulletClosing the 60% engagement black hole caused by the relationship gaps in employee and client interactions

arrow-bulletIncreasing the suitability of client solutions offered to 99.75%

arrow-bulletImproved employee productivity by up to 40% and increased revenue of over 23% a year

arrow-bulletIdentifying the 5% of employees who are potentially rogue, costing 5% of revenue in losses per year


The world’s only all-in-one cloud-based Behavior Tech platform to know, engage and grow every employee and client using all dimensions of a person’s personality traits

A 10-minute, 46-question assessment reliably reveals the core of a person’s complete personality

Behavioral Finance
Know Your Client
Engagement and Compliance

Behavioral Marketing
Deeper Relationships for
23% Revenue Growth

Behavioral Talents
Team Differences to
Improve Productivity 40% to 70%

Financial Personality
Know Your Client
Goals-Based Planning
Behavioral Biases
Risk Tolerance
Wealth Mentoring

Communication Styles
Learning Styles
Workflow Management
Selling Styles
Buying Patterns
Client and Employee Messaging

Employee Personality
Talent Management
Team Development
Succession Planning

DNA Behavior People Insights

Why do firms use DNA Behavior?

      • Unparalleled depth and reliability of psychometric validation.
      • Ability to uncover substantial hidden business risks.
      • Unique process for matching employees, clients, goals and solutions on one platform.
      • Customized applications for all industries, including financial services.
      • Digital solutions for practical and scalable delivery.

We’ve made personality a reality in 123 countries by solving significant relationship, productivity, compliance and financial decision-making challenges.

What Behaviorally Smart Business Leaders Are Saying About DNA Behavior

Pat Pedicini

“I’ve seen from a people culture development perspective the outstanding development programs and services Business DNA brings to a company. Their tools accurately identify strengths and development opportunities, and their facilitation is top notch. Their systems help each team leader create a development plan tailored to his or her specific needs. Business DNA can make a difference in the people culture of the organization.”
– Pat Pedicini, Manager, Leadership Development & Talent Commercial Division, Australia Post, Melbourne, Australia

Pat Pedicini
Lee Ellis

“DNA Behavior provides the best tools for leadership development because they help us accomplish step one – know yourself. We always use it as the foundation for all of our leadership training, coaching, and consulting as well as team development.”
– Lee Ellis, President, Leadership Freedom

Lee Ellis
Matthew McGinness

“DNA Behavior excels at helping firms transform their client experience through a deeper understanding of behavior and its impact on the relationship management and wealth management processes. The firm is one of those rare businesses with the very real potential to revolutionize an industry. I have seen his potential to act as a catalyst in the growth and development of thriving independent advisory businesses firsthand, and highly recommend his firm’s services.”
– Matthew McGinness, Managing Director of Strategic Consulting, Envestnet, Inc, San Diego

Matthew McGinness
Joel Franks

“DNA Behavior has a unique customer relationship strategy utilizing behavioral finance concepts. Their depth and understanding of how people make financial decisions using their systems is something every firm should incorporate in their sales, marketing and advisor development programs.”
– Joel Franks, Director of Advisor Solutions Content Development, TIAA-Cref, New York

Joel Franks


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