DNA Behavior and FA today Announce Strategic Media Partnership

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DNA Behavior International today announced a strategic partnership with FA today, empowering advisors to connect with customized content and behavioral finance insights to help them in managing the financial planning process.

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By partnering with FA today.com, DNA Behavior will have the opportunity to leverage the intelligent filtering and engaged members that the platform features.

Leveraging a combination of intelligent filtering, behavioral modeling, and content curation by active and knowledgeable members, FAtoday.com tailors the content provided by its media partners to the interests of each IFA. FA today provides an exclusive digital platform for IFAs. Only IFAs whose credentials have been validated are eligible for membership.

“Our DNA Behavior solutions tap into the power of technology to get at the true heart and soul of a business,” stated Hugh Massie, the president and founder of DNA Behavior. “The ability of a financial services firm to uncover each client’s unique financial behavior, including their risks, biases, preferences and quality life goals, gives the advisor of today an opportunity to really tailor the experience for the client; this results in increased engagement, higher customer acquisition and retention, and an experience that the client will truly grow from and appreciate.”

As leaders in the behavioral awareness revolution, DNA Behavior has always worked from the perspective that a financial advisor should know the complete financial personality of the client and the client should equally know who they are.

Massie says that the vision of delivering a solution that enables a business to provide a meaningful experience is something the two companies share -“FA today’s unique profiling capabilities let them deliver targeted content to the IFAs who would have an actual interest in it. We are always trying to get tailored content in front of the right audience. This is something we believe in and FAtoday.com lets us do just that.”

“When clients see that you are taking the extra trouble to know who they are and then to provide them with a more customized service experience trust goes up dramatically,” said Hugh Massie. “Further, from a financial planning perspective, the process will be more robust and will provide significant productivity improvement for the advisor as they will know what the client wants from the start and can navigate them through market shifts and life transitions.”

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Hugh Massie

Hugh Massie
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DNA Behavior International
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