I-DNA Profile | Investor DNA

The Investor DNA Profile

The Investor DNA® profile reveals your client’s hidden preferences, motivations and biases for advice aligned not just to risk appetite and goals, but to their identity, values and purpose.

Positioned at the intersection of psychology, neuroscience and behavioural finance, Investor DNA® provides powerful insights for creating a bespoke client experience and a deeper client relationship.

The Investor DNA profile is comprehensive, and can be customised to match your business value proposition and signature processes. Our Risk Signature™ distinguishes between risk appetite and risk tolerance, informing portfolio construction whilst helping advisers identify and manage those clients who are most vulnerable to market volatility.

Additional options include co‑branding with your logo on the profile cover, API integration. (quoted separately)

To learn more, please click the panels below.

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01 - Investor Portrait
Great chemistry isn’t accidental. By understanding a client’s financial personality — the way they think, feel, and act — you gain powerful insight into how they process advice, handle uncertainty, and make their investment decisions. These insights enable advisers to communicate with greater precision, build trust more quickly, and deliver strategies that feel truly personalised. Investor DNA® enables advisers to adapt their approach to better suit any client, whilst enabling new clients to be paired with professionals who intuitively 'click' with their natural style. Result? Smoother conversations, deeper engagement, and stronger, more resilient client relationships capable of withstanding the emotional pressure of the financial markets.
02 - Risk Signature™
Investor DNA® decodes a client’s unique Risk Signature™ across five core dimensions, presenting a 360° view of risk. By clearly distinguishing between Risk Appetite (attitude — 'how your client thinks'), Sensitivity to Loss (emotional response - 'how they feel'), and Risk Tolerance (behavioural threshold - their 'tipping point' - 'how they act'), Investor DNA® helps you identify those clients most vulnerable when markets are volatile and emotions run high. This enables wealth advisers to set risk-appropriate strategies whilst preventing emotionally charged decisions that can cause costly mistakes and derail long term plans. It’s a unique science-based approach to managing client investment risk in real-time, helping wealth advisers meet and exceed their BID obligations with additional protection.

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03 - Bias Sensitivity Matrix
Behavioural biases are unconscious thinking patterns that hijack logic and emotion, quietly undermining a client’s investment success. Acting as invisible filters, they distort perception and skew rational judgement. Research shows that emotional decisions cost investors around 3% of portfolio value each year— Over a decade, that's one-third of a client's portfolio, gone. Investor DNA® enables advisers to proactively identify these biases, empowering clients to recognise their own triggers and blind spots, and allowing advisers to intervene early to prevent behavioural errors from sabotaging long-term outcomes. This supports smarter, more rational decision-making in real time when markets are volatile.
04 - Decision-Making Framework
Investing is a constant tug-of-war between logic and emotion—the head versus the heart. Every client sits somewhere along this continuum, from ‘thinkers’ who favour rational reasoning to ‘feelers’ who rely more on intuition, emotion, and lived experience. A client’s natural leaning shapes both the quality of investment decisions and how advice is best received. Some clients prefer evidence, structure, and data, while others are persuaded by strategies with a clear purpose aligned with their values. By aligning communication and rationale with a client’s natural decision-making style, advisers improve their clarity, deepen engagement, and strengthen conviction—driving better outcomes and more resilient adviser–client relationships.
05 - Guiding Values and Philosophy
Investor DNA® reveals a client's guiding values and personal philosophy—their core ‘truths’ that shape how they see the world and navigate life. These principles influence how clients think, feel, and act, including their views on wealth, success, and legacy. By making these drivers visible, advisers gain a deeper understanding of what truly matters to each client. Investor DNA® enables advisers to craft portfolios that genuinely resonate, aligned not only with financial goals or risk, but with identity, emotion, and purpose. This alignment strengthens trust, deepens engagement, and lays the foundation for an enduring client relationship.
06 - Ethical Investing / ESG Preferences
Environmental, Social, and Governance (ESG) preferences reflect what matters most to each and every client—whether climate action, human rights, equity, ethics, or transparency. These values act as signposts, guiding how capital should be invested and the impact it is intended to create. By making ESG preferences explicit, advisers gain clarity on the causes and outcomes that matter most. Aligning portfolio recommendations with a client’s ‘inner compass’ ensures investments remain true to conscience, purpose, and long-term vision. This approach strengthens conviction and defines purposeful investing—using wealth as a force for meaningful change.
07 - Communication and Learning Style
Individuals process information in uniquely different ways—visually (seeing), auditorily (hearing), kinaesthetically (feeling), or through a combination of styles. Understanding a client’s natural communication preference enables advisers to communicate and present information in a way that genuinely resonates, whether converting prospects to clients or explaining complex financial concepts. Aligning delivery with a client’s preferred style reduces friction and improves understanding. This enhances clarity, recall, and informed action, while enabling complex financial concepts to be explained in a more natural, easily applied way. This is critical for coaches seeking to accelerate their clients’ financial literacy.
08 - Partnership Tenets - Client Expectations
Investor DNA® uncovers clients’ unspoken needs, preferences, and expectations—from professional standards and relationship dynamics to the level of service each client values most. These insights create a shared understanding of how the adviser–client relationship will operate, establishing clear ‘guardrails’ that keep the relationship on track. This clarity fosters the psychological safety clients need to raise concerns early, address issues before they escalate, and engage in open, honest dialogue—rather than problems festering until the point of no return. The result is a more resilient relationship built on clarity, respect, and mutual trust—tenets essential to long-term client retention.