The Investor DNA Profile
Investor DNA® is a revolutionary communication and engagement client profiling technology. Based on behavioural science, Investor DNA® is designed to reveal the intricate layers of your client's wealth psychology and investment behaviour.
Investor DNA® reveals your client's 'wealth mindset', helping wealth managers form insightful and respectful collaborations with both experienced and novice next-generation asset holders.
01
Thinking Preferences
We all perceive and interact with our world in different ways. Our ‘thinking preferences’ inform how we think, feel and act. These patterns are unconscious, automatic and reinforced through years of repetition. These play a powerful role in shaping your client's investment behaviour and their decision-making.
02
Values and Beliefs
Investor DNA® identifies your client's values and beliefs that inform their portfolio selections. This ensures that every investment recommendation is aligned with your client's most important goals and priorities, leading to greater ownership of their financial future. This also sets the foundation for a deeper and more resilient client relationship that lasts an investment lifetime.
03
ESG Preferences
Investor DNA® pinpoints your client's Environmental, Social and Governance (ESG) preferences across 15 sub-categories, ensuring that every client decision aligns with their ESG priorities. These preferences are directly mapped to the ESG data as reported by Bloomberg ESG Data Analytics.
04
Attitudes to Risk
Investor DNA® differentiates between risk appetite and 'sensitivity to loss'. While risk appetite, client values and ESG preferences are all vital for creating a resonant portfolio, knowing your client's sensitivity to loss lets you know how they will respond during a market downturn. This enables you to help your client remain calm, focused and on track when the heat is on.
05
Behavioural Bias - Vulnerabilities
Behavioural biases are powerful unconscious patterns that filter incoming data, distorting your client's perception and skewing their decision-making. By recognising these biases, investors can become more aware of their own vulnerabilities and make smarter and more rational investment decisions, free from flawed logic and emotional interference.
06
Investment Decision-Making
Investing reflects a tension between logic and emotion. While personal values, ESG preferences, and risk factors help you screen out certain options, your client's preference for data-driven or intuitive decision-making dramatically impacts their success. Whilst both play an important role, knowing your client's innate preference helps you to guide them toward making smarter investment choices.
07
Communication & Learning Style
Knowing your client's preferred communication ‘channels’ (visual, auditory, kinaesthetic) enables you to communicate and present information in the best way possible for easier understanding and retention. This also informs your coaching style, fast-tracking your client's literacy skills for improved confidence, mastery and financial wellbeing.
08
Understanding Client Expectations
Investor DNA® reveals your client's unspoken needs, wants and expectations of their adviser, providing the 'guard rails' to keep things on track. This is critical for maintaining the relationship and for bridging the generation gap. The next generation invariably has different values, aspirations and expectations from those of their boomer parents, and these tensions must be reconciled for effective family wealth continuity.
