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 been operating as a technology firm that customizes behavioral experiences at scale with the outcome of human performance acceleration.

Our business philosophy has been to adopt an “Understanding People Before Numbers” approach to managing business and life.

Thereby, we deploy our proprietary Behavior Tech Platform directly inside businesses so they can access scalable and simple behavioral insights to “Know, Engage and Grow” every employee, advisor, and client on a real-time basis.

The real-time DNA behavioral management solutions we offer under the Financial DNA, Business DNA, and Communication DNA brands guide people, organizations, and families to communicate more effectively, operate in their strengths and make smart decisions in all areas of life including work, leadership, financial planning and investing.

Our independently validated measurement systems have the proven capability of identifying over 500+ predictable behavioral insights at a 91% reliability level.

The business problem we successfully solve is based on the theorem: Derailed performance due to intensified behaviors is caused by unmanaged human differences, pressure, and emotions.

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 first necessitates understanding your natural “DNA” behavioral style and that of others; otherwise, you and your organization may not succeed.

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 via an API. DNA Behavior solutions benefit 1.5 million+ people annually in 125 countries and 11 languages. We primarily serve financial services firms, corporations, and entrepreneurial businesses, as well as families and their businesses.

DNA Behavior is committed to building our ecosystem of human performance apps and accelerators to address behavioral differences, positively impacting more than a billion relationships by 2025.

DNA Behavior

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


Bieke Godts – Netherlands/Belgium Operations Manager (Influencer)
Leah Bertulfo – Marketing Project Lead (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 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

Texas Tech University

Virginia Tech

Virginia Polytechnic Institute and State University

Liberty 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.