About Us


The World’s Only All-in-One Behavior Tech Platform

Our Purpose: Guiding people to achieve greater self-empowerment so they make Behaviorally SMART decisions, accelerating performance in order to live a quality life with meaning.

Since 2001, DNA Behavior International has enabled human performance acceleration using its proprietary Financial DNA, Business DNA and Communication DNA behavior tech platforms. We take an “Understanding People Before Numbers” approach to managing business and life, and power real-time management solutions through validated behavioral insights to connect, customize and accelerate human performance.

We guide people and businesses to make smart decisions, leveraging their strengths and managing their struggles. By deploying tech and data solutions directly inside businesses, we make validated behavioral data practical in order to “Know, Engage and Grow” every employee, advisor and client. This fosters client-centered, high-performance organizations.

Our theorem: Intensified behaviors caused by unmanaged human differences, pressure and emotions derail performance. A 2002 Harvard study shows 87% of business issues are communication-related, caused by behavioral differences. Thus, every interaction is an opportunity to adapt behavior. This necessitates understanding your natural “DNA” behavioral style and that of others.

DNA Behavior tech platforms provide real insights for real results in real time: The first comprehensive behavioral tech and data platform with *validated* personality insights, addressing financial planning, organizational development, leadership, marketing relationships and a variety of life situations.

Our technology is available to clients online; we do training and consulting, virtually and in-person. Some clients incorporate our apps into their own systems; we are the “behavioral chip” in their solutions. DNA Behavior solutions benefit 1.5 million+ people annually in 125 countries and 11 languages, including 2.5k+ businesses leaders and 20k+ financial advisors.

Also, we deliver services globally under the following trademarked brands:

Family DNA

Philanthropy DNA

Entrepreneurship DNA

Executive DNA

Youth DNA

Leadership Behavior DNA

Live With Meaning

DNA Behavior founder Hugh Massie explains behavioral management solutions to grow your business.


Headed by Hugh Massie, our CEO and Founder, the DNA Leadership Team are stewards of the global DNA Community. Our DNA Leadership Team is supported by over 100 DNA Performance Advisors, who collaborate to think and act globally for serving our International clients. We host regular DNA Community Meetings to leverage knowledge and generate new behaviorally smart thinking.

High-level creative and diverse thinking, supported by concrete and structured processes, is the key talent of our team.

Hugh Massie

Hugh Massie

CEO, Behavioral Strategist

Leon Morales

Leon Morales

Managing Director

Nikki Evans

Nikki Evans

CLO, Chief Learning Officer

Ryan Scott

Ryan Scott

CTO, Product Development & Integrations
(Reflective Thinker)

Carol Pocklington

Carol Pocklington

Chief Insights Officer

Monique Lung

Monique Lung

Business Development Accelerator


Bieke Godts – Netherlands/Belgium Operations Manager (Influencer)
Leah Bertulfo – Marketing Coordinator (Reflective Thinker)
Tim Watson – Product Support Specialist (Reflective Thinker)
Morena Melograna – Company Secretary (Reflective Thinker)
Helgrit Homann-Bell – Accountant (Reflective Thinker)
Karen Munro – Accountant (Facilitator)
Lisa Travis – Relationship Management Specialist (Influencer)
Dian Porter – Executive Sales Coordinator (Adapter)
Grace Davis – Relationship Management Specialist ( Reflective Thinker)


Justin De Simone, Ph.D. (Strategist)
Bill Newbolt, Ph.D. (Strategist)
Lee Ellis (Influencer)
John Guerin (Relationship Builder)


Rizwan Ahmed (Initiator)
Gaurav Soni (Stylish Thinker)
Ashwin Gaurkar (Engager)
Ujjwal Meshram (Facilitator)
Adam Vayle (Relationship Builder)
Manoj Prasad (Reflective Thinker)


We are fortunate to have in our community a range of people who regularly collaborate with us to provide guidance, innovative thinking, and feedback on the development and operation of the DNA systems and solutions:

Lee Ellis – Psychometrics and behavioral application (Influencer)
Manish Sachdeva – Technology development (Initiator)
Rizwan Ahmed – Technology management (Initiator)
Rick Helbing – Advisor and client user experience (Influencer)
Frank Danielson – Advisor and client user experience (Strategist)
Malcolm LeLievre – Business user experience and workflow (Initiator)
Beth Miller – Business user experience (Influencer)
Mike Beduze – Family user experience (Initiator)
Craig Pfeiffer – Financial services industry navigation (Influencer)
Deena Katz – Financial services industry navigation (Adapter)
John Morgan – Business Development (Initiator)
Drew Plant – Public Relations (Engager)

We’re always looking for passionate people to join our team. Learn more about working at DNA Behavior International and apply for a job today.

We Accelerate Human Performance in 123 Countries.

Primary Business Markets
  • United States
  • Australia
  • New Zealand
  • Brazil
  • South Africa
  • Hong Kong
  • Malaysia
  • India
  • Singapore
  • European Union
  • China
  • Japan
  • Canada
  • Malaysia

Our Strategic Integrations

We have established mutual collaboration arrangements with international businesses which integrate our human behavior solutions into their technology platforms and marketing programs.

Salesforce, San Francisco, CA

TD Ameritrade, San Diego, CA

Schwab Market Square, San Francisco

University Affiliations

We have established a number of affiliations with leading Universities. We’re committed to educating students in building personal performance and client centered financial planning. And the universities conduct ongoing behavioral finance research and continued validation of the DNA Behavior Discovery Processes.

Georgia Institute of Technology

Texas Tech University

Virginia Polytechnic Institute and State University

Liberty University

The DNA Behavior Methodology and Research

Our system is designed to reliably assess 8 major personality factors as well as 24 related sub-factors. These behavior measurements are more specific than Costa and McCrae’s (1985) measure of the “Big Five” and other personality inventories. The DNA Behavior Discovery process excels at capturing how people make decisions, interact and build relationships, set and achieve goals, how to manage different risks and learning styles.

          • The most academically sound psychometric model for reliably predicting behavior is a properly constructed Forced-Choice Scoring Model.
          • The traditionally used questionnaire formats have been academically proven to not produce sufficiently accurate or reliable predictions of behavior.
          • The traditionally used formats allow for self promotion and a higher chance of faking.
          • Independent academic research shows that the inflation of scores under a traditional questionnaire format is one standard deviation higher than under a Forced-Choice (Ipsative) format.

The DNA Behavior Performance Guarantee

As a worldwide preferred solution provider, our DNA Behavior Discovery System has help businesses become “behaviorally smart” through matching their personnel to teams, teams to customers and clients to solutions offered.

The most common question we get is, “Will my customers or clients be engaged in the process?” We back our service with a “Client Engagement 90 Day Refund Guarantee”. Click the button below for more details.

Having trouble deciding?

Then please give us a chance to walk our talk and minimize the risks in your decision. Connect with us today for a discussion and a trial of one of our internationally recognized DNA Behavior assessments that is relevant to your needs.


We use cookies to make interactions with our websites and services easy and meaningful. You can read more about our privacy policy and cookie use here. By continuing to use this site you are giving us your consent to do this.