How to Get Started With Financial DNA in 5 Steps

Financial DNA is a comprehensive and customizable tool. It will guide you to work alongside your clients as they tune into their financial personality and money habits. 

By using the very same tool top advisors around the world are using, you will be able to enhance your investor experience. We have created this guide to seamlessly assist you in getting started with Financial DNA.

Step 1: Set up your admin system

If you purchased Financial DNA through an enterprise, your account may have come pre-configured with some basic settings to get started. If so, you can skip this step. Otherwise, if you did purchase it on your own, you can easily upload your logo and apply a few basic settings to get started. 

If you sign up for a Financial DNA package, there are several different customization options available. You can customize the web-screens and reports with your logo after signing in. If you were not directed to do this, please contact our support team so they may assist you in customizing your profile. 

Step 2: Customize your messaging

The best way to learn something is to try it for yourself, and Financial DNA is no different. By testing it out yourself, you will go through the steps as an investor would so you will always be talking from first-hand experience.

Once you have completed your own Financial DNA, it’s time to start inviting others. We do have a variety of free templates that you are free to use to assist you in creating compelling email invitations that others will want to join. 

Step 3: Recruit your 5 first users

You’ll soon see how Financial DNA can be used to help your clients. Invite five friends or family members to use Financial DNA to complete their own discoveries and you will quickly understand how ‘real-life’ actions translate into our DNA reports. 

Financial DNA is here to assist you in being comfortable and familiar with our product fast.

In the previous step, we provided sample invitations for you to use to invite family members and friends. Once they have completed their DNA,  you will be able to practice your client conversations with them using these results so that you can become familiar with Behaviorally SMART conversations.

Step 4: Review & connect

Step 5: Schedule your coaching session

Another useful advantage to you is that our team will invite you for a free one-on-one coaching session with our coach, which is included with each Financial DNA package.  

In this interactive call we’ll answer any questions you have about what is included in your package and provide an opportunity for some hands-on practice, debriefing clients using our Behavioral Smart Meeting approach, so you are well prepared to be able to confidently converse with your own potential clients.


Financial DNA is the future of advisor/investor relationships. Top investors in the world are using it, and so should you. 

The best way to discover and learn about Financial DNA is to try it out yourself with a free trial

We’re all about giving people an easy way into getting started on this financial journey, which means that we offer you this 5 step guide to getting started right now, where users can get acquainted with our platform before they commit to anything long term. 

We are sure you can see the benefits of using Financial DNA and should this now be something you want to explore further, please go ahead and access our free trial and get started working towards your advisor/ investor goals. 

What Behavioral Style Are You?

You are a team leader, a coach, or a financial advisor, you are quite familiar with the human relationships aspect of your work. Imagine if there was a special pair of ‘insight’ glasses that you could wear while reading through resumes or talking with potential prospects. These special glasses would allow you to know how people like to be managed, communicated with and counselled. 

What if people had their behavioral style written all over them?

Well, they have. Our DNA Behavior technology is able to pinpoint every human habit and group individuals into behavioral styles unique to certain groups with the same traits. 

Would you be interested to know what yours is?

Meet Our 10 Unique Styles

By recognizing and grouping together a variety of human traits, we have identified 10 unique behavioral styles. You will actually find that you might identify with at least one of them.

If you are looking for a detailed report of your unique style, your team, or your investors, you can sign up for our free trial today.

For now, we will be sharing with you the four main characteristics of these 10 unique styles. 


In our unique styles, three types of individuals are considered fast-paced; the Influencers, the Engagers, and the Initiators.

The difference is the Influencer is very comfortable with, or even enjoys, being the life of the party. By nature, they are fun, full of energy, always with a captivating story to tell and a smile on their face.

The Engager is an outgoing character, who tends to surround themselves  with family and friends, and is comfortable spending time with people at family gatherings, places of interest, and even work functions. The Engager has a natural enthusiasm for starting new projects and is quick to get going with tasks such as planning a family holiday, arranging a fishing competition amongst friends, or arranging a fundraiser for a project close to their heart.

The third style in this fast-paced group is the Initiator. The difference between this style and the previous two is that this person likes to have the facts and is comfortable making quick decisions. For example, when they are about to make an important purchase, they will gather all of the facts and figures together, consider the pros and the cons, and assess their choices in a rational manner.

Moves Carefully

This group of people is more cautious in their decisions and the way they live their lives.

The Adapter is that one team member you will find yourself going to when you need assistance – they have their own strengths and capabilities but as they enjoy working in a team, will easily adapt according to what the team requires to reach their goals

The Stylish Thinker likes to spend money on trends but they will also create and work within a budget to build their dream lifestyle. Stylish Thinkers enjoy interacting with others and getting the most out of any situation. When it comes to making life decisions or working with others, they tend to always create a relaxed environment. They like to collaborate and provide input, however, they have a need of avoiding conflict.

The Facilitator on the other hand excels in competitive situations. They work well where there is group-decision making and encourage other players to achieve the goals set. They also appreciate being acknowledged for their input into the team’s success.


Here we have two types of results-oriented behaviors. 

The Strategist wants to be in control of their path. They need to have all of the facts before making a strategic decision, and everything must be planned and well organized.

The second in this group is the Reflective Thinker and they are more involved in the ‘why’ of doing something, rather than the ‘what’. If they are given directions to a destination that is not the usual route they travel, they will need evidence as to why this route is better and will need time to think about it before acting on it. 


The Community Builder and the Relationship Builder are the most relationship-oriented individuals you’ll ever meet.

Community Builders are, by nature, encouraged to help others see the final goal they are working towards and can effortlessly drive others simply by being themselves. 

The Relationship Builder, on the other hand, enjoys carrying out tasks if these tasks are going to help someone else. A life coach or even a business coach who is motivating and encouraging someone else to achieve their goals fits perfectly into this category. 

Final Thoughts..

Simply being aware of our own character traits and knowing ourselves on a much deeper level is such a powerful asset. Which of the four categories can you relate to?

Maximize Employee Financial Wellness, Tailoring it Individually

– First Published on Nasdaq –

How many of your employees are on sick leave as a result of financial stress? Is there a responsibility for employers to know this? And if they had this insight, what could and should they do about it?

You see, there is growing research to support this trend: Bank of America’s 2020 Workplace Benefits Report notes that 62 percent of employers feel “extremely” responsible for their employees’ financial wellness.

We all know that absenteeism – whatever the cause – has a significant impact on business. Many consultants, HR pros, and other executives can quote various absenteeism stats, but how many of us can quote the stats for absenteeism due to financial stress?

Add to this: We know the unprecedented pandemic and its ongoing consequences have added to money stress for many.

Manifestations of money stress

The effects of employee financial stress may include everything from arguing, trouble sleeping, feeling angry or fearful, mood swings, tiredness, loss of appetite, and withdrawal from others. Of more concern for organizations, without intervention, financial stress can lead to unproductive and potential rogue behavior. From unintentional misuse of company resources to outright misappropriation.

Financially sound at work

And it’s not just limited to absenteeism. Money-related stress can also lead to employees coming to work despite being physically or mentally unwell. They may be distracted, unfocused, and where machinery or other physical aspects are involved, a danger to themselves and others.

Therefore, the need for financial wellness is clear, but what role should an employer have in this? Financial stress rose for many people during the pandemic, and it’s not unusual to hear of employers feeling responsible for their employees’ financial wellness.

A cynic might think employers need to ensure a full quota of staff available for productivity. Still, from the identity conversations – assessing core strengths as they align with your identity, gifts, and brand – we’ve been having over the past several months, altruism is emerging as the employer winner. (In their simplest form, think of DNA Behavior’s identity conversations as helping individuals identify and leverage their superpower.)

Leaders are investing in financial wellness programs. They are responsible for asking the tough questions and looking to the financial services industry to deliver effective employee wellness programs they as leaders can implement.

Organizations want their employees to be financially sound and free from financial worries. And yes, it will:

  • Strengthen productivity, as financial worries don’t sidetrack employees.
  • Reduce expensive employee attrition.
  • Give rise to improved physical and mental health.
  • Increase employee engagement and retention, as you are known as being a caring company.

As more industry leaders seek employee financial wellness solutions, financial institutions can support them and their people by delivering focused quality education programs that address every level of financial challenge an employee might be facing.

Drilling down

But there is an essential first step: to uncover how individuals make financial decisions at a deeper level. Unknowingly, even. How are they hard-wired, for better and for worse, to deal with money and money decisions? Given that a financial wellness program must focus on the employee, it should clearly understand behavior and money insights, as well as the individuality of every employee.

Human behavior awareness drives financial wellness, by enabling employers to understand employees’ unique needs. (Also enabling employees to better understand their own innate money behaviors.) Simply integrating a financial behavior data-gathering questionnaire into existing technology tools begins to build in and leverage employee spending habits, cognitive-behavioral biases, financial decision making, goal motivations, and, importantly, their financial emotional intelligence.

A resource that can provide an organization with the behavioral component of its financial wellness program also is likely to be able to partner to educate your workforce through workshops, e-learning, and other options that improve their financial education.

Bottomline benefits

The bottom line will improve for organizations building ongoing financial wellness education programs. It decreases personal financial stress and improves employee wellbeing, health, and productivity. Likewise, the financial aspects of an employee’s job also will be smoother and less at risk due to the former money-stress connection.

Without a doubt, this is an employee program that is a win-win, as both organizations and their team members benefit, on and off the job. Especially so if it is a robust program with behavioral inputs that, again, are a win-win.

I am always interested in creative ways organizations – especially financial ones – are incorporating financial wellness programs into their culture and systems. Please reach out if you have, know of or want to chat about such programs.

See Leon’s other writings for Nasdaq here.

Unlocking the Power of DNA Behavior

Over the past few months, Hugh Massie sat down with some of the most influential consultants and entrepreneurs in the financial and behavioral space. What do they all have in common? They’ve been exposed to DNA behavioral’s insights and unlocked its power to move their businesses forward.

When Kenyatta Turner from Freedom Empire Consulting took the Business DNA assessment a few years ago, she had already been on the growth and personal development path. The DNA Behavior assessment brought her not only clarity but the validation that it was time to step away from a career path that no longer served her long-term goals and embrace her true passion.

When Kim Curtis from The Wealth Legacy Institute and Hugh first met, she was seeking to have deeper and more meaningful relationships with her clients, beyond the money factor. So when she was introduced to the DNA Behavior tool, she realized exactly what she was missing. She first took the assessment herself to understand her particular skill sets, then implemented it in her business and her relationships with her clients.

Through her years of experience, Robyn Clay from Linktank realized that being a technology integration expert is similar to being an interpreter. Your role is to facilitate the use of technology by the team. With the support for DNA Behavior’s insight, her competitive advantage has been her strategic approach in connecting people and technology.

The power of DNA is incontestably real. It gives you and your team the strategic advantage you need to move your business forward. If you’re ready to stop the guessing game and leverage our 500+ insights, take our assessment today and let’s uncover your behavioral style.

Identity Conversation with Hugh – Financial Preparedness

It’s not every day that you come across a platform dedicated to educating consumers and advocating for financial preparedness. In this Identity interview, Hugh sits down with Tony Steuer, Chief Content and Financial Education Officer of Paperwork.

Tony Steuer is based in California. He is passionate about financial literacy and educating consumers on best financial practices.

Tony started his career in the insurance industry and was exposed to the ins and outs of the financial space in the United States. He realized that consumers were not fully educated on the financial services they were buying or aware of the right questions to ask.

While doing litigation consulting for wealth management firms, he realized that most of those issues consumers face have more to do with lack of education than malice. Granted there are some ill-intentioned individuals out there taking advantage of their clients, but not only does the lack of financial literacy not help, it actually creates a gap between both parties

Tony retired from being a consultant and has been dedicating his time to financial education and consumer advocacy with Paperwork. His goal is for consumers to feel empowered to make financial decisions that serve their long-term goals.

Click below to watch the full interview.

The Behavior & Money Insights Company – An Origin Story

Today, DNA Behavior is known for its groundbreaking approach in managing client-advisor relationships. Through its 500+ insights, companies have succeeded in reshaping the way they deliver wealth management services. However, have you ever wondered how it all started? 

Chairman & Founder Hugh Massie recently sat down with Nikki Evans, our Chief Learning Officer to discuss the journey that led him to create the Behavior & Money Insights Company.  

A Reformed Accountant Turned Entrepreneur

After graduating from the University of New South Wales in Sydney, Australia with an Accountancy and Economics degree, Hugh took a position in a large accounting firm so that he could get the best education and training possible. This was a path he never questioned up until that moment because everyone around him was doing the same. 

In the 10 years he spent working with Arthur Anderson as a Chartered Accountant, he gained experience in auditing and as a tax advisor covering a range of fields of expertise. The one thing that really impacted his view on the world was the opportunity he got to work in South East Asia for 4 years, in Singapore, and Thailand. As Hugh describes it “I think something happened to me there that was important”. 

Anyone who’s ever experienced working in a foreign country can attest that cultural shock can sometimes be challenging at first, but it inevitably shapes your personality and changes you in many ways. In Hugh’s case, working in the fast growing economies of Asia provided him with a lot of operating freedom in a less structured environment. This allowed his entrepreneurial thinking that already existed to start being more fully liberated. 

A Feeling of Lack of Purpose Led to DNA Behavior

The most asked question any CEO gets is “How did you start the company?”. Hugh is no exception. Over the years, he’s been asked time and time again how it all started and how he decided to build a behavior and money insights company. People usually expect an inspiring answer, details on the spark of genius that ignited this entrepreneurial journey.
For Hugh, it actually started with a career burnout: “Somewhere I lost my passion”. Hugh continues: “I had the sense that I had to go on the street with nothing to go to and figure it out, because I’m not going to figure it out sitting in the accounting firm and I need to go and try things to find out what would work. Although, I was knew clients wanted a customized experience in how they were dealt with by their professional advisors”.

At the age of 30, Hugh was working as a wealth mentor. He was helping his clients with their financial affairs as well as teaching them about themselves. That’s when the idea dawned on him. “People have these behavioral flips – Their risk appetites are not what they would say it was, under pressure people make all these emotional decisions”. That realization right there was the transformational moment for Hugh, where he clearly saw what DNA Behavior would be about.

A Community Waiting to be Built

The Behavioral Finance world may have been limited during the time Hugh Founded DNA Behavior, but the response was absolutely overwhelming. “For the most part, I’ve met very positive people that are supportive of me, developed me, given me lessons, some good, some bad, some tough, that have enabled me to grow”. 

Today, many financial institutions have successfully implemented the DNA Behavior approach and consider it to be a substantial advantage. Providing a stellar client experience which is personalized is the ultimate goal for each advisor, so when you understand your clients on a deeper level, they feel heard, supported, and prioritized. The best part of it all is that Hugh was able to build a community of financial professionals who found a supportive environment to guide them through it all. This has become more than just a company, this is a life mission.

A Mission Greater Than Money

“Part of the identity journey is to ensure people don’t define themselves by how much money they have, they define themselves with something that is much deeper inside them. That is a gift. If that has happened to make them a lot of money then great, or, will they in the future? Fantastic.”

Ultimately, the goal is that people fulfill their potential and make whatever wealth that comes from that, and in the process live a life of meaning. 

Money is what makes the world go round, it is very important, but it’s got its place, and it’s got to be well managed. That is not just invested, that is emotionally managed as well. We are in a great position to take people on that pathway to find out who they are, what their real talents are, get them to live that journey, and then to manage themselves along that journey. And hopefully, build great relationships, not have a life of regret. That is so important. 
“My work is going to be in that zone for quite a long time, as a business leader, helping people find that identity. Really trailblazing it, being that champion. As part of helping people trailblaze their identity I will be their champion and they can see – here is someone who did it.

Care to Join Our Mission?

DNA Behavior has been a growing community for over 20 years. We pride ourselves in the impact we’ve had on many financial institutions and organizations. In the future, we will continue striving to help more advisors build long-lasting relationships with their clients. If you’re interested in giving it a try, start our free trial to Financial DNA and unlock the power of behavior.