To the DNA Community:
As the doors to 2025 open, I find myself reflecting on the remarkable year we just shared.
Though time zones, languages, and cultures may separate us, one truth remains universal: behavioral insights reveal the shared humanity that connects us all. This year, our collective efforts have brought us closer to our goal of serving a billion people, unlocking human potential across borders and industries.
Global Connections
In early 2024, our groundbreaking study of 65,000 participants from diverse backgrounds, genders, and experiences provided transformative insights that dramatically propelled our mission to connect people globally throughout the year. We reaffirmed a powerful truth: every individual has unique strengths. When nurtured in the right environment, these strengths unlock potential, drive innovation, and enable meaningful contributions to the world.
This research inspired champions within our community to push us toward an ambitious new vision: opening our insights and platforms to an even broader global audience.
Together, we’ve achieved significant milestones:
- Language Expansion: We translated our system into several new languages, making our tools accessible to more users around the globe in Afrikaans, Dutch, French, German, Hindi, Mandarin, Portuguese, Spanish, and Urdu.
- API Innovations: We launched new API access for web apps and a new software developer kit (SDK), enabling businesses to integrate our behavioral insights seamlessly into their workflows.
- Custom Report Studio: We established a report design studio team enabling businesses to create personalized behavioral reports.
This year, the DNA team went global, traveling across North America, Europe, South Africa, India, the Middle East, Southeast Asia, Australia, and New Zealand. Everywhere we went, one truth stood out: behaviors share core insights that unite us. By understanding these, we can better connect with and empower people worldwide.
A Year of Achievements
This has been a year of incredible progress, highlighted by key accomplishments, awards, and new research that will pave the way to an impactful 2025. Here are just a few of the highlights.
Product Enhancements:
- We launched the DNA Digital Scan, a revolutionary AI-driven tool that provides behavioral insights for every contact in your CRM—without requiring an assessment. This innovation offers a faster, scalable way to understand communication styles and guide relationships.
- Our Custom Report Studio debuted, giving users the power to design, test, and deploy the behavioral reports of their dreams.
- We re-released the award-winning book, Financial DNA: Discovering Your Unique Financial Personality for a Quality Life, now available in Kindle format, making its life-changing insights more accessible than ever.
- We unveiled our new branding and launched Embedded Discovery, further enhancing the flexibility of our platform to serve diverse user needs in various shortened formats ranging from 3-10 minutes in length.
Awards:
- DNA Behavior was named a Financial Planning Magazine Innovation Award Winner for "Innovation in Client Onboarding Technology," celebrating the cutting-edge contributions of our Digital Scan technology.
- I was honored with the Georgia Titan 100 Award for my behavioral science contributions and for making a positive impact on people’s lives in Georgia.
Research:
- Predicting Profitability Through Executive Behavioral Analysis: Our recent study utilized AI-driven technology to assess the behavioral styles of nearly 5,000 executives from S&P 500 companies. The findings reveal a strong correlation between specific traits—such as Financial Goal Drive, Innovation Focus, and Fiscal Control—and increased profitability. Notably, a 4% enhancement in Financial Goal Drive within leadership teams corresponded to a 21.51% rise in profits.
- Behavioral Traits Across Gender and Race: Analyzing data from 65,000 participants, our research identified significant behavioral patterns linked to gender and race. For instance, men generally exhibit a higher propensity for risk-taking, while women tend to be more outgoing, trusting, and patient. Additionally, Black participants scored higher in pioneering traits, indicating strong initiative and competitiveness.
Each of these milestones reflects the incredible dedication of the DNA team and the unwavering support of our community.
Looking Ahead to a Fruitful 2025
As we prepare for the year ahead, I am inspired by the foundation we’ve built together. Over the past year, we’ve upgraded our technology, expanded our reach, and strengthened our community, all with a single mission in mind: to unlock human potential on an unprecedented scale.
Serving a billion people is more than a goal—it’s a movement. It’s about creating tools, technologies, and connections that empower individuals to understand themselves and others better. Together, we’re transforming the way the world approaches relationships, work, and life.
To each of you who have supported us on this journey, thank you. Whether you’re a team member, partner, client, or advocate, your belief in our mission inspires us daily.
Here’s to another year of growth, innovation, and impact. Let’s continue to thrive together.
Warm regards,
Hugh Massie
Chairman and Founder, DNA Behavior