How We Compare

The Limits of Other Systems

Tools like MBTI, Extended DiSC, and StrengthsFinder have genuine value. They have helped millions of people understand their preferences, communication styles, and dominant strengths. But each of them measures a snapshot—a reflection of how a person perceives themselves at a moment in time, shaped by their current context, stress level, and life experience. They are, by design, influenced by learned behavior.

The Predictive Index is a capable hiring screen, but it is derived from DiSC and limited to four behavioral constructs. Hogan is respected for occupational fit and identifying derailing behaviors, but it relies on internal validation, situational true/false responses, and requires trained interpretation. Neither measures financial behavior. And neither offers the breadth of 64 behavioral traits across 8 primary and 24 sub-factors that DNA Behavior does.

The Details That Set Us Apart

Operationalized Behavioral Intelligence

DNA Behavior transforms behavioral intelligence from a one-time assessment into an enterprise capability that scales with your business. Through API access, behavioral data enrichment, configurable applications, and AI-powered insights, organizations can embed behavioral intelligence into workflows, systems, and customer experiences. Whether enhancing CRM platforms, personalizing digital engagement, or equipping advisors and leaders with actionable insights, DNA Behavior operationalizes behavioral intelligence across the enterprise, turning behavioral data into measurable business value.

Explore the Platform

Learn About Custom Data Enrichment

Real-Time Financial Behavior Measurement

Since money impacts virtually every decision, we made the measurement of financial behaviors a core part of our technology. With more than 4,000 insights, organizations gain a dynamic understanding of how people naturally make financial decisions, perceive risk, respond to market volatility, set goals, prioritize tradeoffs, and communicate about money. This helps advisors, wealth managers, financial institutions, family businesses, and leadership teams deliver more personalized guidance, strengthen relationships, improve collaboration, and make better-informed decisions. And because financial behavior can be measured in real time, organizations can better gauge market reactions, tailor engagement strategies, and provide more relevant support as individual circumstances and business needs evolve.

More About Financial Behavior

Instant Behavioral Insights

Digital Scan delivers instant behavioral insights from an individual's digital footprint, enabling organizations to better understand and personalize interactions with people without requiring an assessment. It complements the full discovery process by providing immediate behavioral context for prospects, clients, and contacts and enriching CRM records, customer profiles, and other business systems with scalable behavioral data. The result is a faster, more efficient way to build stronger connections and deliver more relevant experiences across the customer journey.

How Digital Scan Works

Unbiased, Independently Validated Results

Using a forced-choice methodology with 46 triads of non-situational words and phrases, the DNA Behavior discovery process strips away situational and self-promotional bias to uncover the behavioral traits that have been largely set since early childhood and remain consistent across a lifetime. The result is a psychometric accuracy of 97.1%—independently validated by industrial psychologists at Georgia Tech—a standard none of the competing tools listed here have achieved through external validation.

Our Methodology