Building Frictionless Engagement in 2026

To the DNA Community:

As we enter 2026, our message is simple and powerful: build frictionless engagement.

The growth of your business is driven by engaged clients. Engaged clients stay longer, adopt more solutions, and—most importantly—refer others. In fact, clients who feel truly understood are far more likely to refer two or more people your way, unlocking exponential growth.

So let me ask you a simple question as you begin the year:

How many of your clients are actively referring you today—and what would happen if you doubled that number in 2026?

At DNA Behavior, our mission is to help you achieve deeper engagement with less time and effort. That belief has guided our innovation for over two decades.

This is why we developed DNA Digital Scan. By ethically tapping into public data sources, our behavioral science technology can now deliver meaningful behavior and money insights without requiring active participation. This represents a major shift—from effort-heavy engagement to frictionless insight.

Curiosity, Authenticity, and the Foundation of Trust

One of our strongest reflections from working with successful leaders and advisors is this: they are deeply curious. Curiosity is the gateway to self-awareness—and success begins with the desire to understand who you are, and who every person in your ecosystem is: team members, clients, prospects, and even family.

Our second reflection is equally important: successful leaders are willing to be open and transparent about who they are.

When I founded DNA Behavior in 2001, I believed that the only way to be truly authentic with my team and clients was to reveal who I am first. Sharing my own DNA profile created trust and opened the door to meaningful conversations. We call this principle “Knowing Me, Knowing You.”

For over two decades, this value has guided leaders and advisors using the DNA system. Those who have partnered with us long-term consistently demonstrate sincerity in sharing—and as a result, they build trust faster and engage more deeply.

Building Your Engagement in 2026

Understanding your own DNA behavior traits provides powerful insight into how you naturally engage—and where you may unintentionally create friction.

• Take-Charge leaders build confidence through decisive ideas and solutions, yet can appear overly transactional or fast-paced.
• Outgoing leaders connect easily and bring energy, but may overwhelm others or talk too much about themselves.
• Patient leaders are warm, approachable, and empathetic, though they may hesitate to probe deeper or avoid necessary conflict.
• Planned leaders provide structure, clarity, and detail, but risk information overload or appearing distant.

The opportunity in 2026 is not to change who you are—but to adapt how you engage, intentionally and behaviorally.

Unlocking Behavioral Personalization: The Future of Value Creation

We are now entering an era where behavioral personalization becomes the standard, not the exception.

When I started DNA Behavior, personalization was the aspiration. Today, with AI-driven technology, it is achievable at scale. Our platform now allows you to hyper-personalize experiences for 98% of clients, not just the top 20%.

This is a profound shift.

True value creation comes from precision:

• Matching clients to the right advisors
• Matching clients to the right solutions
• Communicating those solutions on their terms
  

Imagine having the intelligence to align clients with financial longevity strategies that integrate both health and wealth—then delivering that message in a way that drives understanding, adoption, and action. In today’s world, health and wealth are inseparable. The key is explaining that connection in a way that resonates with who each person is.

To explore this further, I invite you to watch my recent client webinar:

Video: Unlock Behavioral Personalization

Unleashing Potential Through Belief

Our third major reflection from 2025 centers on trust—and more specifically, believing in others.

Few things build trust more powerfully than saying, “I believe in you.”

Think back to moments when you did your best work, achieved a breakthrough, or experienced real growth. Almost certainly, someone believed in you, gave you an opportunity, and trusted you without micromanaging.

As you move into 2026, ask yourself:

Who can I say “I believe in you” to—intentionally and authentically?

This simple act can transform relationships and results.

In a time of rapid business and technological change, trust matters more than ever. FranklinCovey research shows that high trust increases innovation by 11x and organizational energy by 106%. Belief fuels performance.

Thank you for your partnership and trust. We look forward to supporting you as you build deeper engagement, stronger relationships, and greater value creation in 2026.

Warm regards,

Hugh Massie
Founder & Chairman
DNA Behavior International