What DNA Behavior does

DNA Behavior Solutions, LLC is an Atlanta-based behavioral analytics SaaS company founded in 2001 by Hugh Massie. It operates a platform (DNAB Platform / DNA Web App) that uses AI and machine learning to profile individual financial behavior, work talent, and communication style, delivered through the DNA Natural Behavior Discovery questionnaire (11, 17, or 46 questions), an ML/LLM-powered Digital Scan that predicts behavioral profiles from minimal inputs at 70%+ accuracy, and a Gene AI engine that generates personalized coaching scripts and recommendations. The platform also includes Style Match (advisor-client compatibility scoring), Market Mood (investor sentiment indicator), and modules for connection intelligence (GoDNA), due diligence (Pegasus Ratings), and custom data enrichment (HelixBOS), with a proprietary SDK and Enterprise API for ISV embedding.

DNA Behavior monetizes primarily through tiered SaaS subscriptions (Professional, Small Business, Enterprise) plus professional services delivered under SOWs for complex enterprise deployments, and SDK/API licensing to ISV/SaaS partners. Its go-to-market blends sales-led direct engagement (demos, consultations) for enterprise financial institutions with channel and partner-led distribution through Zapier, Salesforce, HubSpot, Workday, Microsoft Teams, and Slack integrations. Customers span financial advisors, RIAs, wealth management firms, large banks (Arete Bank, Centurion Financial, Kemp Financial Management), coaches/consultants, and embedded software partners (Gigaplex Academy), with claimed adoption by approximately 30% of Fortune 500 companies and 5,000+ Digital Scans conducted annually.

The company is privately held and bootstrapped, with no disclosed institutional funding. Leadership consists of Founder and Chairman Hugh Massie, President and Chief Energy Officer Leon Morales, and a small operations/product team. Recent product activity (Feb-Sept 2025) has emphasized platform accessibility (10x seat-limit expansion, free Digital Scan), global localization (10 languages), and deeper enterprise integrations (Webhooks across CRM and HRIS), indicating an offensive scaling posture from a deliberately lean operational base.

Name

DNA Behavior

Legal name

DNA Behavior Solutions, LLC

Website

https://dnabehavior.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

DNA Behavior is an Atlanta-based behavioral analytics SaaS company founded in 2001. It uses AI and psychometric profiling to help financial advisors, wealth management firms, and enterprise institutions match advisors to clients, personalize communication, and detect investor behavioral biases through its DNAB Platform, Digital Scan, and Gene AI engine.

Ownership category

akta.pro rank

Product category

Behavioral Analytics Software

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821), Marketing Research and Public Opinion Polling (541910)

SIC

Services-Prepackaged Software (7372), Services-Management Consulting Services (8742)

akta.pro primary industry

Personality & Behavioral Assessments (BPACAMAC)

akta.pro secondary industry

People Analytics, Assessment & Psychometrics Consulting (BPAHAGAH)

Keywords

• Behavioral analytics platform
• Financial behavior insights
• Psychometric assessment software
• Advisor client matching
• AI behavioral profiling

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Software Subscription (SaaS): DNA Behavior primarily generates revenue through recurring SaaS subscriptions. Clients pay subscription fees to access the DNA Behavior behavioral analytics platform, Digital Scan assessments, Gene AI insights, and ongoing platform updates. Subscription tiers serve financial advisors, wealth management firms, and enterprise financial institutions at varying levels of functionality and seat counts.
2. Professional Services & Implementation: For enterprise and complex implementations, DNA Behavior charges professional services fees. Enterprise deals require Statement of Work (SOW) documents, indicating that bespoke consulting, onboarding, and integration services are sold alongside the core platform subscription.
3. SDK / API Licensing to ISV Partners: DNA Behavior licenses its SDK and API to Independent Software Vendors and SaaS platform partners who embed behavioral science capabilities into their own products. This generates licensing and potentially usage-based revenue from partner integrations.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

DNA Behavior delivers an AI-powered behavioral analytics SaaS platform that profiles individuals' financial investment behavior, work talents, and communication styles through psychometric questionnaires and predictive Digital Scans. The platform is sold primarily via tiered subscriptions (Professional, Small Business, Enterprise) and is extended to partners through an embeddable SDK, Enterprise API with webhooks, and Connected Apps integrations. Enterprise clients also purchase consulting, implementation, and Statement of Work services.

Product overview

DNA Behavior offers a platform-plus-modules architecture centered on the DNAB Platform (DNA Web App), which provides behavioral intelligence through subscription packages. The core offering includes the DNA Natural Behavior Discovery process (11, 17, or 46-question psychometric assessments) delivering over 4,000 behavioral insights per participant. Key products include Digital Scan (AI-powered instant predictions using machine learning and LLM technology achieving 70%+ accuracy), Financial DNA (financial behavior insights including Market Mood predictions), Business DNA (work talent insights), GoDNA (connection intelligence), and Pegasus Ratings (due diligence insights). Enterprise extensibility is provided through the DNA SDK (embeddable iframe integration), Enterprise API (webhook-based real-time sync), and Connected Apps (Zapier-enabled integrations with CRM and collaboration tools). Gene AI provides generative AI-powered recommendations and talking points. The platform integrates with Slack, Microsoft Teams, HubSpot, Salesforce, and Workday via native webhook support.

Differentiator

Problem solved

Functional benefit

Brands

• DNAB Platform: Behavioral Intelligence subscription platform providing AI-driven behavioral insights for personalization and decision optimization.
• Digital Scan
• GoDNA
• HelixBOS
• Pegasus Ratings
• Gene AI
• Money Energy

Products and services

• DNAB Platform (DNA Web App) Subscription-based behavioral intelligence web application providing DNA Natural Behavior Discovery questionnaires, Digital Scan, Style Match, Gene AI, and Zapier integration for financial advisors, wealth management firms, and enterprise financial institutions.
• Digital Scan AI-powered instant behavioral insights tool that predicts an individual's financial behavior and communication style using only basic inputs such as name, job title, and company. Uses machine learning and LLM technology to generate full predicted behavioral reports with 70%+ predictive accuracy.
• GoDNA (Connection Intelligence) Connection intelligence solution that helps individuals and organizations understand interpersonal behavioral dynamics and relationship compatibility patterns between two or more participants.
• HelixBOS (Custom Data Enrichment) Custom data enrichment service that integrates DNA Behavior's behavioral engine with enterprise business systems to add behavioral layers to existing data, deploying behavioral copilots and decisioning digital twins within enterprise workflows.
• DNA Software Development Kit (SDK) Embeddable software development kit enabling partners and developers to integrate DNA Behavior's behavioral assessments directly into proprietary software applications via iframe integration, secure key authentication, customizable questionnaires, and multi-language deployment.
• Enterprise API Public RESTful API enabling developers to build custom products using DNA Behavior's behavioral intelligence capabilities, with webhook integrations for real-time event notifications, data export for insights analysis, and integration with enterprise systems.
• Financial DNA (Financial Behavior Insights) Behavioral assessment module focused on financial behaviors, providing insights into risk tolerance, money management styles, wealth-building motivations, financial emotional intelligence, and market sentiment predictions through the Market Mood indicator.
• Business DNA (Work Talent Insights) Behavioral assessment module focused on workplace and career applications, providing insights into work talents, leadership effectiveness, team dynamics, and employee engagement patterns.
• Pegasus Ratings Due diligence insights platform providing behavioral risk assessments and ratings for evaluating individuals in investment, partnership, or employment contexts.
• Consulting Services Professional services including behavioral strategy consulting, implementation support, and customization services for enterprise clients deploying DNA Behavior solutions under formal Statement of Work documents.
• Practitioner Training Training programs and certification for coaches, consultants, and professionals seeking to implement DNA Behavior's behavioral intelligence tools in their practices.

Quantifiable outcome

• 38% improvement in referral-to-client conversion rate
• +3 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability8 records

Feature6 records

Partnerships

One partnership is on record.

• ZapiercoreTechnology or IntegrationDNA Behavior has a formal integration partnership with Zapier, enabling the platform to connect with thousands of third-party applications through Zapier's automation marketplace. This partnership is particularly significant for financial advisory firms, as it enables non-technical integration with tools like Slack, Salesforce, Microsoft Teams, and other platforms commonly used in wealth management. The Zapier integration allows firms to automate workflows such as sending DNA Behavior behavioral insights directly into Slack channels or CRM records without custom API development.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Riskalyze (now Nitrogen): Nitrogen (formerly Riskalyze) provides risk tolerance and behavioral investor profiling for financial advisors, directly overlapping with DNA Behavior's Financial DNA and Market Mood offerings for the same RIA/wealth customer base.
• Crystal Knows: Crystal Knows delivers DISC-based personality insights for sales and business communications, competing head-to-head with DNA Behavior's Style Match and Communication Style insights in the sales-led and advisor-coaching use cases.
• Humantic AI: Humantic AI provides personality-based buyer intelligence for sales teams, with a buyer-intent and DISC-style offering that overlaps directly with DNA Behavior's advisor-client matching and AI-driven communication recommendations.
• Wiley (Everything DiSC): Wiley's Everything DiSC is the most widely deployed personality assessment platform for workplace and sales applications; DNA Behavior's own website compares against DiSC, confirming it as a direct competitor in behavioral assessment.
• Hogan Assessments: Hogan Assessments provides personality assessments for leadership, sales, and talent — a long-established psychometric platform competing with DNA Behavior's Business DNA and Style Match capabilities for enterprise HR and coaching buyers.
• The Predictive Index (PI): PI is a SaaS talent assessment platform that helps organizations align people and roles using behavioral data — directly comparable to DNA Behavior's Business DNA, Style Match, and talent/leadership insights.
• Pymetrics: Pymetrics applies behavioral science and AI to talent assessment and matching, with an emerging focus on fairness-audited algorithms; competes with DNA Behavior for AI-driven behavioral assessments in enterprise HR and talent use cases.

Broad incumbents

• The Myers-Briggs Company: The Myers-Briggs Company is the established incumbent in personality assessments (MBTI) with broad enterprise adoption; while not as embedded in financial services, it competes for the same coaching, leadership, and team-building budgets.

Emerging players

• Plum: Plum provides AI-powered behavioral and talent assessments for hiring and development, overlapping with DNA Behavior's work-talent insights and Style Match — primarily focused on enterprise HR rather than financial services.
• Traitify: Traitify offers a modern, image-based personality assessment API for HR and talent platforms, competing for the same API-first, embedded personality insights budget as DNA Behavior's SDK and Enterprise API offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/dnabehavior
• YouTubeyoutube.com/channel/UCzx58f9qt6DNvFaJ5q6yZVA
• Facebookfacebook.com/DNABehavior
• LinkedInlinkedin.com/company/dna-behavior
• Instagraminstagram.com/dnabehavior

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about DNA Behavior