Frequently Asked Questions

DNA Behavior is a behavioral intelligence infrastructure platform with a unique financial layer that converts human databases into AI-ready behavioral data. It captures persistent behavioral traits using a proprietary psychometric methodology and provides a behavioral data layer beneath enterprise and AI systems to improve personalization, engagement, and decision-making.

No. DNA Behavior operates as a behavioral intelligence infrastructure rather than an episodic assessment or services business. It provides persistent behavioral data that integrates with enterprise systems.

DNA Behavior helps AI systems by providing validated behavioral data about how people make decisions. This improves prediction accuracy, reduces bias, and enables more effective personalization and decision intelligence.

DNA Behavior provides validated behavioral data related to decision-making, talents, communication and learning styles, risk tolerance, motivation, and bias. These traits are persistent and non-situational, making them suitable for long-term analytics and AI systems.

DNA Behavior is used by organizations that rely on complex human decisions, including financial services, enterprise leadership, advisory platforms, and AI-driven systems.

DNA Behavior addresses the lack of behavioral truth in enterprise data and AI systems by adding validated behavioral intelligence, thereby improving personalization, prediction, and decision quality.

Yes. DNA Behavior is designed for population-scale deployment and functions as a long-lived data infrastructure rather than a human-dependent services model.

DNA Behavior differs from traditional psychometric systems (DiSC, Myers-Briggs, Enneagram) by operating as a persistent behavioral data infrastructure rather than as one-time assessments, and by integrating directly into enterprise and AI systems for continued use and insights.

Learn more by visiting How We Compare.

No. DNA Behavior operates as a behavioral data layer that augments existing AI, CRM, analytics, and decision systems rather than replacing them.

Behavioral data is important for AI because it provides insight into how people actually make decisions and build deep human connections. Platforms like DNA Behavior provide validated behavioral data that improve model accuracy and reduce decision errors.

DNA Behavior does not refer to biological genetics.

In our framework, DNA represents a person’s Deep Natural Architecture. Deep Natural Architecture is their measurable, enduring behavioral structure that consistently shapes how they:

• Make financial decisions
• Engage with investment risk
• Build or withdraw trust
• Communicate under pressure
• Lead teams
• Adopt or resist financial plans

DNA Behavior gathers insights using first-party data collected over 20 years from millions of responses. Our university-validated algorithms predict behavior with 97.1% reliability.

We use three data collection methods:

1. Digital Scan – No active participation required, leveraging your existing data.
2. Quick Assessments – Short questionnaires (as little as 2 minutes) for fast insights commonly referred to as partial scans.
3. Comprehensive Questionnaires – In-depth assessments (up to 10 minutes) for detailed analysis commonly referred to as the full scan.

This approach allows businesses to understand decision-making styles, communication preferences, and financial behaviors, helping them personalize experiences, improve team dynamics, and enhance client engagement.

Learn more about our methodology and validation process.

The numbers are only part of what you need to know when addressing business performance. In making mission-critical decisions, you must also understand the people behind the numbers.

At DNA Behavior, our approach is to provide an organizational heatmap of the behavioral styles and money attitudes of every lead, client, and employee from the CEO down, up-front, to demonstrate how their alignment to roles, teams, solutions, and other people impacts business performance.

We deploy our AI-driven DNA Digital Scan process to immediately provide you with a layer of previously unseen behavioral data, helping you understand your employees and clients on a deeper level.

This step quickly and transparently reveals how the people involved with your business influence your KPIs. From there, key decisions can be made with a deeper understanding of who and where the problems are.

The DNA Behavior Digital Scan is an AI-powered tool that instantly predicts a person’s behavioral style without requiring them to take an assessment.

Users input the person’s name, job title, and company, and the system analyzes over 4,000 behavioral traits using our proprietary data engine, built on 20+ years of first-party data. 

With an estimated 70% accuracy, the Digital Scan provides immediate insights into how someone thinks, communicates, and makes decisions. This enables businesses to personalize client interactions, improve team collaboration, and enhance hiring decisions—all in seconds. 

Learn more about Digital Scan.

DNA Behavior offers three comprehensive enterprise subscription packages designed to give you everything you need to continuously know all of your employees, clients and leads on a Reasonable Unlimited Profile Usage basis. The packages include in-depth resources, training, and a powerful technology platform.

Our “all-in pricing” reflects a substantial discount compared to purchasing our profiling products and services à la carte.
You can deploy any combination of our Full Scan and Digital Scan Discovery Processes on a Reasonable Unlimited Profile Usage basis. The type of discovery you choose depends on the level of psychometric accuracy required.

The packages reflect your organization’s structure and size based on the number of leaders, advisors, participants (employees, clients and leads) and account administrators you require.

No matter your organization’s structure and size, we ensure you have the right tools to integrate behavioral insights seamlessly in day-to-day use.

We also offer non-enterprise subscription packages for teams and advisory firms who have more limited usage needs or for those who want an a la carte service.

View our Pricing page.

Getting started with DNA Behavior is quick and easy! Packages can be created instantly, and if you need to embed our solutions into a client portal or intranet, that can often be done within hours.

Implementation time depends on your needs, but here’s a simple breakdown: 

• DIY (Do It Yourself): If you prefer to integrate insights on your own, you can get up and running quickly—often in just a few days. 

• Done with You: Our team collaborates with you for a tailored setup, which may take a little longer depending on your requirements. 

• Done for You: We handle everything for you, perfect for complex integrations or larger teams. This option takes the most time but ensures a seamless experience. 

Want a more precise estimate? Schedule a Demo with our team, and we’ll map out a timeline that fits your needs. 

No, not all of our solutions use AI. While we leverage AI to enhance user experience and streamline insights, our core focus is on real human behavior. DNA Behavior reports on real people and their natural decision-making patterns, ensuring accuracy and authenticity. Our goal is to be the most technically capable behavioral platform, using AI as a tool to support—not replace—genuine human insights.

Yes! DNA Behavior integrates seamlessly with other applications in two main ways:

Zapier Integration – Every DNA Behavior web app account includes access to Zapier, which connects you to over 7,000 business apps like CRMs, marketing tools, and productivity software. Learn more about Connected Apps.

Custom API Integration – For more advanced needs, our DNA API upgrade provides:

• API access for deeper system connections
• Webhook support for real-time data updates
• Embedded discovery via our Client Portal platform

If you need a tailored integration, our Support team can help.

Our solutions work for businesses of all sizes. While enterprises appreciate our deep customization and integration options, small businesses can easily get started and begin leveraging insights immediately.

For small businesses, we offer:

• Behavioral insights to understand team and client dynamics
• Customizable tools for leadership, team building, and client engagement
• Scalable solutions that grow with you—start simple and expand as needed
• An affordable Small Business Package with essential features and support

Whether you're a startup or an established company, DNA Behavior helps you build stronger teams and client relationships.

The Enterprise Subscription Packages are designed to provide all the resources to continuously know, engage and grow all employees, clients, and leads on a Reasonable Unlimited Profile Usage Basis. We design the packages based on the structure and size of your organization and its human ecosystem.

A participant is any person in the DNA Behavior system for whom a profile record has been created by the Full Scan or the Digital Scan.

The Reasonable Unlimited Profile Usage for a 12-month period is assessed based on the number of new Full Scan and Digital Scan completions by or for employees, clients and leads.

Once the Reasonable Unlimited Profile Usage limits are met, we then charge additional fees in bands based on the number of Full Scans and Digital Scans expected to be completed.

In reviewing the overall account size for annual billing, we take into consideration the number of active participants (profiles) in the system carried forward from year to year, not only the new profile completions. If you do not want inactive profiles to be included in the assessment of your organization’s account size, they should be deleted from your account.

Our philosophy is that the value of the subscription comes from continuous use of the profiles and various tech tools year in and year out, not just a one-and-done assessment. Events and situations arise at any point in the year when a participant's profile needs to be accessed, analyzed, and compared or matched with others. Business and life are dynamic.

The DNAB package tier and the DNAB system processing of profiles determine Reasonable Unlimited Profile Usage thresholds.

Typically, we assess Reasonable Unlimited Profile Usage within the following framework:

• The Professional package includes 1 admin and up to 100 Full Scan participants, or up to 1,100 Digital Scan participants, or a blend of both annually.

• The Small Business package expands to 3 admins and up to 300 Full Scan participants, or up to 3300 digital scan participants, or a blend of both annually.

• The Enterprise package includes 5 admins and up to 500 Full Scan participants, or up to 5,500 digital scan participants, or a blend of both annually. This solution can be customized for headquarters offices, multiple branches, and with specific data features.

For example, Reasonable Profile Usage for a financial advisor with the Professional tier would be 50 families/clients a year (approximately 100 Full Scans). Unreasonable use would be this same financial advisor trying to process 500 clients in a year with the Full Scan at this same tier. At that volume, an Enterprise package would be required.

Yes, you can upgrade anytime inside your own account. See how to change your subscription.

There is no obligation, and no credit card is required in the 14-day trial.

Yes. We can generate an invoice or arrange for you to pay via ACH or wire transfer. Submit a Ticket to our support team.

Yes. With the Enterprise package, we can separate accounts by role or division within your company. Reach out to a DNA expert so that we can create the perfect setup for your business.

You have the flexibility to acquire more named user licenses anytime you need to expand your participant limit, even if you don't immediately assign these licenses to specific users in your business, subject to reasonable use.

Yes, DNA Behavior has many enterprise and organizational relationships. Reach out to a DNA expert for more information.

Yes, with the Enterprise package, we can separate teams into accounts, allowing the headquarters account to have access to all of the data. View the Enterprise Platform Pricing.

We have digitized all of our training content into a searchable library, which is available to the public. Additionally, we have online and in-person training opportunities.

Yes, at the Consultant level.

Pricing is per advisor, not per client. Typically, advisors add up to 100 clients per year and have several hundred clients in their account.