DNA Behavior International is a global behavioral sciences firm established in 2001 to provide innovative online behavioral management solutions. We use validated behavioral insights for enabling the delivery of meaningful employee and client experiences customized to their unique style.

1. Behaviorally SMART™
Employee Financial
Wellness
Online Behavioral Management
Solutions

2. DNA Behavior International is a global behavioral
sciences firm established in 2001 to provide innovative
online behavioral management solutions.
We use validated behavioral
insights for enabling the delivery of meaningful
employee and client experiences customized to their
unique style.
DNA Behavior

3. The Next Gen Employee Financial Wellness
Model Based on Behavioral Discovery
Employee Financial Wellness for a Quality Life
Talent Management
for Career and
Financial Growth
Financial Behavioral
Management for
Financial Life Growth

4. DNA Behavior Closes the “Intention – Action” Gap
Meeting the Employee Financial Wellness Challenge
Rational Processes
One Size Fits All
Human Emotions
Unique Approach

5. Adopt an Understanding People Before Numbers Approach
Human Behavior
Drives Financial Wellness
Sales Conversion
Client Engagement
Employee Retention & Productivity
Sound Relationships
Business Performance
57%
dnabehavior.com
93.6%
93.6% of managing wealth is behavioral
management
Rational Financial Choices
Productive Career Path
Life Purpose
Highly engaged employees exhibit 57%
more effort and boost client engagement

6. Behavioral Management and Customizing Experiences
Why Discover Your Financial DNA®?
Life Decisions Money Reactions
Financial Personality and Emotions Behavioral Advice for Financial Wellness Plans

7. The Drivers of Imperfect Decision-Making
Your Financial Personality Brain
95% Natural DNA Behavior
(Level 1 – Instinctive,
Automatic, Hard-wired)
Emotional Stimuli
(Fear, Anxiety, Greed, Excitement)
Triggered by Money and Relationships
5% Learned Behavior
(Level 2 – Conscious thinking
based on experiences, values)
Cognitive Biases (Driven
harder by Emotions)
Imperfect Decision-Making
Reading: Thinking, Fast and Slow
Daniel Kahneman

8. BEHAVIORAL
BIASES
IMPACTING
INVESTING
Re-Thinking What
Investment Portfolios Are
Investing is a portfolio of decisions rather than positions,
which are 95% driven by the unconscious mind.
To what extent does your portfolio mirror who you are?

9. Managing Your Financial
Personality for a Quality Life
Quality LifeVoluntary ChoicesLearned BehaviorNatural Behavior

10. Advisor Client
Communication
Goals &
Spending Patterns
Risk Profile &
Behavioral Biases
Multi-Dimensional Behavioral Discovery
Financial DNA® = Financial Personality
03 02
01
Financial
Personality

11. High Spending Erodes the Retirement Capital Base
Managing Risky “Molotov Cocktail” Investors
High Capital
Need for Goals
(Low Savings+/
or High Debt)
High Spending
Propensity
(Low Saving Rate)
High Portfolio
Risk Required
Problem if client has:
Low Goal Drive
Low Risk Tolerance
Low Financial Capacity

12. How to Build
a Behaviorally Smart
Financial Planning Process

13. People React
Differently to the
Same Market
Events
The Problem for Investors is
Themselves
Who is getting in the way of your
investment performance?
What have been your 5 best and
worst investment decisions?
What is the pattern?

14. LEARNED SITUATIONAL
BEHAVIOR
Automatic
Behavior Biases
NATURAL BEHAVIOR
Goal Motivations
Risk Tolerance
Talents
Communication
Spending Patterns
Behavioral Biases
Financial DNA is Quicker &
91% More Reliable Method
To Predict Reactions to Market / Life Events
FDNA Natural Behavior Discovery
(10 to 12 Mins)
Completed by each individual
family member and advisor

15. Immediate Online Feedback for Clients e.g. Helen Jones (Engager)
Financial Behavior Report and
Online Dashboard Reporting
Risk behavior
Financial relationship management
Financial planning Management
Wealth building motivation
Financial emotional intelligence
DNA Unique Style: Engager
Behavioral Biases:
1. Herd Follower
2. Instinctive
Population Scoring:
High Score is >70%
Middle Range Score is
between 30% and 70%
Low Score is <30%

16. • Risk Taker
• Strategic Goal Setting
• Growth Focused
• High Impact
• Spender Lifestyle
• Balanced Life
• Public Recognition
• Cautious/Security
• Family Stability
Guarantees
• Tactical/Local
• Saver/Discipline
• Information
• Fear of Not Enough
• Accountability
Connected to Natural Behavior
Overall Unique Decision-Making Style Summary

17. Building a Behavior-Centered Portfolio with the Client
Managing Suitability of Solutions Offered
Group 1 Group 2 Group 3 Group 4 Group 5 Group 6 Group 7
Pop. % in this
category
<2% 2-18% 19-30% 31-69% 70-81% 82-98% >98%
Portfolio
Structure
Capital
Protection
Ultra-
Conservative
Conservative Balanced Accumulation Growth Aggressive
Acceptable
Conservative Portfolio
Acceptable Aggressive
Portfolio
One Portfolio Risk Grouping
Approach: Build the portfolio within +/- 1 Grouping of the Natural Behavior Portfolio Risk Group as it
reflects the long term “go to” default behavior. Subject to:
1. The client’s needs (goals) and financial capacity
2. The client’s potential Learned Risk Behavior Motivations.

18. Aligning the Risk Profile to Goals, Capacity, and Financial DNA
Building the Financial Plan and IPS

19. • Consolidated View
• Over Trading
• Optimism Bias
• Over Confidence
• Herd Follower
• Instinctive
• Status Quo
• Newness Bias
• Risk Aversion
• Loss Aversion
• Fear of Regret
• Disposition Effect
• Mental Accounting
• Pattern Bias
• Benchmark Focus
• Controlling
Including 16 Behavioral Biases and Re-Framing Communications
Financial DNA Natural Behavior Unique Style Matrix

20. Insights for Behaviorally Managing Client Decisions
Specific Measurement of Each Behavioral Bias

21. Use the Market Mood™ to Simulate Risk Composure
Power Real Time Financial
Behavior Management Daily
Exuberant: Grow the Portfolio
Comfortable: Regular meeting schedule
Watchful: Education opportunity
Fearful: Prevent client turnover

22. Building a Life Purpose Centred Plan
Sustainable Financial Planning
Financial Planning
Performance
Behavioral
Talents
Financial
DNA®
Discovery
Values
Passions &
Vision
Life Purpose
Career
Relationships
Recreation
Finances
Community
Health
Knowledge
Aptitudes
Environment
Experience
DNA Discovery Facilitation of Discovery Setting Quality Life
Goals
Documentation &
Accountability
Financial DNA Discovery Process

23. The Discovery Process
Financial DNA Goals Discovery
Career & Business
Relationships
Health
Recreation
Community
Financial
Completed on any device; Results in 10 Mins

24. The Client Dashboard & Reporting
Financial DNA
Goals Discovery
Clients complete process
separately
Uses:
• Identify misaligned goals
in families
• Deepen goals discussions
• Drive deep thinking on
Needs and Wants.

25. Discover Your Financial DNA® -
Financial Personality
Think Twice Before
You Wreck Yourself
www.financialdna.com/start-a-free-trial

26. Contact Us
For more information about Business DNA:
inquiries@dnabehavior.com
www.dnabehavior.com
www.financialdna.com
Follow us on LinkedIn: Financial Personality
Insights and/or Financial DNA on Twitter
Behaviorally SMART Financial
Planning can be found on Amazon
Address
DNA Behavior International
5901 Peachtree Dunwoody Rd
Suite A375
Atlanta, GA 30328
(770) 274-0311