Skip to the main content.
Login
Login
Leverage Our Technology

Our purpose-driven software and behavioral experts work together to best meet your business needs.

Insights We Provide

Our app lets you toggle between insights most relevant to the employee or client experience.

Integrations

Key behavioral insights can be integrated into your favorite web tools and custom applications.

Build Your Behavioral Expertise

Our behavioral experts can help you get the most out of our technology through training programs, customized workshops, webinars, and more.

Additional Resources

Reinforce your understanding of how behavioral technology can create a life-changing shift in the way people think, make decisions, run their businesses, and relate to others.

Our Business & People

Get a little background on our business and take a peek at the behavioral style reports of our team members!

The Science

Learn how we use the forced-choice scoring methodology to accurately predict natural behavior.

Let's Start the Conversation

Got questions? We're available by phone, email, or chat to discuss any of our behavioral solutions.

We Help Growth-Minded Leaders, Coaches & Consultants, Wealth Managers

Build People-Centric Businesses

 

By getting to know how each individual approaches work, life, decisions, and money, you can tap into their strengths and build stronger businesses. Our tech platform puts these invaluable behavior and money insights at your fingertips!

Explore Our Solutions

Stress less.

Do more.

Be well for longer.

With personalized behavior and money insights from our web app, people can be matched to the roles, teams, and advisors that are in sync with who they are at their core. They will feel understood, valued, and undoubtably energized both in their work and in their personal lives. Who says health and productivity can't go hand-in hand?

 

Not Just Another Personality Test or Risk Profile

In one way or another, human behavior is at the root of most life and organizational problems, and therefore must be addressed with a behavioral solution. The DNA Behavior cloud-based technology helps uncover a person’s “hard-wired” strengths and core personality traits to align them more ideally with the situations they encounter each day. Whether you want to optimize team performance, better understand your clients, enhance relationships, or match clients to products and solutions, this platform will help you take quantum leaps towards meeting your improvement goals.

Aligning your life, career, and financial path to your distinct behavioral identity can help you find new energy and opportunities while dramatically decreasing your stress level.

Behavioral Technology Trusted by 2M+ People Each Year and Organizations of All Sizes

Create the Ultimate Employee and Client Experiences

Business Leaders
Form a Diverse Team
That Connects

Business leaders can use behavior and money insights to consciously align team members for improved decision-making, higher productivity, enhanced engagement, and elevated mutual respect.

Relationship Managers
Tailor Your
Client Approach

Relationship managers can remove the guesswork in client interactions. By knowing their natural communication style, talents, and money attitudes, your language and approach can be tailored accordingly.

Developers
Plug in Our
"Behavior Chip"

Collaborate and do business with DNA Behavior. Choose from up to 4,000 behavior and money insights to personalize your app's experience. Access resources and a developer-friendly API to power your solution.

Since 2001, DNA Behavior has powered businesses with the world's only platform focused on discovering inherent behavior and money attitudes and the driving energy that's influenced by them.

 

Explore Our Solutions

Align People With What They Instinctively Do Best

Our system provides a fast and flexible way for any type of leader to better understand the people they engage with. Starting with our proprietary behavioral assessment, we then use a data-based mapping process to uncover personality traits, natural strengths and struggles, cognitive biases, and more. Ultimately, a person's core behavior is revealed and then broken down into an understandable range of insights unique to the individual. It shows what behaviors a person reverts to and excels at under pressure. There are countless ways to use this data to enhance role alignment, relationships, and critical decision-making.

The invariable end result of this life-changing self-awareness is improved happiness, success, and wellness.

Icon-Helix_Black

Share the Discovery of Natural Talents and Unique Personality Traits with Others

After you learn from your own personalized insights, the same self-discovery process can be shared with your team, clients, and family to more fully unlock their potential, too. These unbiased insights about a person's natural abilities and personality traits provide a common language to address differences while also breeding trust.  

Home_Share the Discovery Process

Immediately Know How to Relate to Anyone

Get a better understanding of who people are, why they do what they do, and how to relate to them!

Home_Relate to Anyone

Got 10 minutes? See how it works for free!

Get Started for Free

We've Added Behavioral Economics to the Equation

Since money is all-consuming and interconnected to every aspect of your life, we pay special attention to its influence on decision-making. Our DNA Behavior systems were uniquely designed to unleash the "money energy" that can be trapped by negative money behaviors.

Building a healthy relationship with money and understanding its role in how others are motivated or held back, can cause a radical positive shift and open up a wealth of possibilities.

Learn More About Money Energy

A healthy relationship with money will not only drive wealth, but it will fuel both health and happiness.

– Hugh Massie, Chairman and Founder 

Put Behavioral Science Technology to Work for You

Comparing the natural strengths and personality traits of people is now easier than ever. Our web app is packed with features that allow users to measure and manage human differences at scale and with ease.

Two-click Comparison of Users

Compare Traits

Match relationship managers with clients or employees with the right roles in your business.

Team Report

Build Teams

See where people fit best in your organization and capitalize on behavioral diversity.

DNA App Launch

Share Insights

Use the presentation-ready dashboard and PDF reports to share behavioral insights.

How to Use Our Behavior and Money Insights

We help you go a step beyond knowledge and intuition when making decisions and building relationships. Our behavioral assessment is a natural behavior discovery process that can open a up a world of opportunities which can be immediately put to practical use. Just think of all the ways you could use it!

Behavioral Science Solutions in Action

Client Stories

Rick Kent Ami Tully Lotka Clayton Delaney

Founder & CEO

Merit Financial Advisors

Client Profiles_Rick Kent

Product: Financial DNA

Use Case: Delivers holistic financial planning and wealth management solutions for clients with Financial DNA.

President

Maximum Impact Partners

Client Profiles_Ami Tully Lotka

Product: Business DNA

Use Case: Unifying the sales team by using DNA insights to align people, processes, methods, and products.

Founder & CEO

Finwello

Client Profiles_Clayton Delaney_

Product: ISV Partner

Use Case: Uses the DNA API to help individuals manage their complete financial picture in the Finwello app.

Create a Dynamic People Culture

Based on more than 45 years of hands-on human behavioral research and data, Chairman and Founder Hugh Massie and Lee Ellis reveal their personal stories on how they've successfully helped organizations manage human differences.

Read the Award-winning Book by Our Founder

Available on Amazon

Home_Leadership Behavior DNA Book

A Few of Our Valued Clients

DNA Behavior Customer Fidelity DNA Behavior Customer Charles Schwab DNA Behavior Customer Home Security DNA Behavior Customer LPL Financial DNA Behavior Customer Equifax