The Neuroscience
The Investor DNA® model applies cutting-edge neuroscience research to decode investor behaviour and decision-making.
Our brains constantly balance two competing forces: logic and intuition. The neo-cortex (upper brain) drives conceptual and analytical thinking, while the limbic system (lower brain) governs emotion and intuition.
This natural 'tug of war' between head and heart plays a powerful role in financial decision-making. Investor DNA® captures this tension, revealing an individual’s preference for rational analysis versus instinctive intuition when making investment choices.
The model also integrates insights from left- and right-brain specialisation — where the left brain is structured, detail-oriented, and fact-driven, while the right brain fosters creativity, holistic thinking, and empathy. By understanding this cognitive interplay, Investor DNA® empowers investors to make more informed, balanced financial decisions based on their unique thinking style.
And Behavioural Finance
Cognitive psychologist Daniel Kahneman and mathematician Amos Tversky, the pioneers of behavioural finance, demonstrated that investors often make emotion-driven rather than rational financial decisions.
Investor DNA® identifies behavioural bias—the tendency to buy or sell based on faulty logic (cognitive bias) or emotional impulses (emotional bias) rather than objective analysis. Logical thinkers may overanalyse and fall prey to flawed reasoning, while emotionally driven investors may make impulsive, instinct-based choices.
Investor DNA® quantifies this interplay, providing a science-backed framework to uncover how biases distort perception, impair judgment, and lead to costly mistakes.
The Bias Sensitivity Matrix pinpoints a client’s susceptibility to key biases, equipping advisers and investors with actionable insights to anticipate and counter bias, fostering more informed, balanced decision-making — especially in volatile markets.
The Psychology
Successful investing is driven as much by psychology as by numbers. Markets don’t respond solely to facts and logic—they also react to human emotions, making the two deeply intertwined.
Investor DNA® integrates the pioneering psychological research of Carl Jung, one of the world’s most renowned psychologists. Jung’s work on personality and psychological types has shaped many influential diagnostic tools, including the Myers-Briggs Type Indicator (MBTI).
By adapting Jung’s insights to the specific context of wealth management, Investor DNA® provides unparalleled insight into an investor’s decision-making style. It measures four key psychological constructs that influence financial behaviour:
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Information Processing – Intellectual vs. Instinctive
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Decision-Making – Analytical vs. Belief-driven
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Organisation – Structured vs. Flexible
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Execution Style – Creative vs. Practical
Understanding these dimensions helps investors align their strategies with their natural cognitive tendencies, leading to more confident, informed financial decisions.