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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.


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, and more.

Attend Events and Webinars

Register for one of our online events so you can get focused guidance on the practical uses of our platform and have your questions answered.

Understand the Science

Learn how we use the forced-choice scoring methodology to accurately predict a person's core personality traits and behavioral style.

Access Additional Resources

Reinforce your understanding of how BeSci Tech 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!

Let's Start the Conversation

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


Find Out What's New at DNA Behavior


DNA Behavior Authors Featured on Nasdaq

Hugh Massie and Leon Morales are regular contributors on You can access a library of recently published articles from these DNA Behavior leaders here.


View Articles by Hugh Massie - Executive Chairman and Founder

Latest: "Dare to Grow: Uncover the Risks That Propel Success"

March 21, 2024


View Articles by Leon Morales - President and Chief Energy Officer

Latest: "Psychological Safety and Behavioral Insights: Elevating Financial Advisory Success"

March 27, 2024

Digital Scan



Behavioral Digital Scans Are Here

July 10, 2024

We are excited to introduce the DNAB Digital Scan! It's a revolutionary AI-driven solution that provides behavioral insights for every contact in your CRM without administering a single personal assessment. This new technology does not replace the more in-depth DNA Natural Behavior Discovery Process, but it does offer you the fastest way to access communication styles and marketing insights to guide relationships with employees and clients. You can register your interest by joining the Digital Scan Waitlist!

Read the Press Release


Financial DNA Book Re-Launch_Hugh Massie_Kindle Edition



Popular "Financial DNA" Book Relaunched on Kindle

February 9, 2024

We are thrilled to celebrate Hugh Massie's latest achievement - the re-launch of "Financial DNA: Discovering Your Unique Financial Personality for a Quality Life" in Kindle Edition. This remarkable book, first introduced in 2006, has now been updated to further empower individuals in their quest for financial and personal fulfillment. 

Hugh's work brilliantly showcases the synergy between behavioral finance and life planning. By understanding your Financial DNA, you can tailor your financial strategies to fit your unique personality, leading to more meaningful and effective decision-making.

Get the Book on Amazon





Hugh Massie Recognized as a "Titan 100" Business Leader

January 30, 2024

We are proud to announce that our executive chairman and founder, Hugh Massie, has carved out a distinguished place in our industry. As a recipient of the 2024 Georgia Titan 100 Award, he takes his place alongside other visionaries in our state who inspire the business community with their exceptional leadership. He is committed to making a positive impact on people's lives, and that drives our team to a higher level every day!

2024 Georgia Titan 100


2024 Letter From Our Chairman and Founder

January 15, 2024

DNA Behavior founder and behavioral solutions architect Hugh Massie starts the new year with a letter outlining fresh platform upgrades, AI tool enhancements, newly connected third-party apps, and more. Growth-minded leaders now have more support than ever to build their businesses on the inherent strengths of people. Happy New Year!

Letter: Welcome to the Next Generation of Behavioral Insights




DNA Behavior's Executive Chairman and Founder, Hugh Massie, is regularly featured on podcasts and shows. He discusses behavioral identity, money energy, taking entrepreneurial quantum leaps, and more. Explore our archive to find your favorite topics and enjoy!

Educational Resources - Podcasts


New DNA Behavior App Launch

March 1, 2023

DNA Behavior has just launched an all-new web app with a modernized, easy-to-use interface. Financial DNA, Business DNA, and Communication DNA are now all rolled into one more flexible and robust behavioral platform. It will be unveiled during a special online event on March 14, 2023. Registrants will get a first-hand look at the customizable dashboard, side-by-side comparison reports, full-screen presenter mode, and a host of other new features.  

Register for (or View Past) Special Online Events


DNA Behavior Year-end Letter

December 22, 2022

DNA Behavior founder and money energy pioneer Hugh Massie wraps up 2022 by sharing his reflections on money energy, and introduces the latest upgrades to the features and functionality to our behavior technology. The goal, as always, is to uncover what drives human behavior so we can more consciously make decisions that impact our lives. We thank you for being a part of the behavior and money insights revolution, and wish you increased happiness, success, and health in the new year!

Read the Year-end Letter on LinkedIn Pulse

Profile Image - Leon Morales



Leon Morales Named as President of DNA Behavior

November 3, 2022

Long-time DNA Behavior leader Leon Morales has now been handed the dual role of company President and Chief Energy Officer. This recalibration of roles is a prime example of DNA behavioral data and tech in action. This change allows us to align his natural strengths as an Initiator to where he can be most effective.

Learn More About Our Team and Their Behavior Styles


"Mastering Your Money Energy" White Paper Released

October 20, 2022

Hugh Massie, founder of DNA Behavior and money energy pioneer, has just made his groundbreaking research available to the public. This white paper is an exploration into how one's relationship with money can either block or open up opportunities. Readers will learn how to tap into this resource for increased happiness, success, and health.

Learn More and Access the White Paper