Intensified behaviors caused by unmanaged human differences, money attitudes, pressure and emotions derail performance.

Our Business DNA HR Tech Platform Delivers Customized Experiences Across Your Organization.

We deploy the world’s only all-in-one cloud-based HR Tech platform to know, engage, and grow every employee and customer.


  1. Powerful behavioral discovery methodology and reporting of insights:
    • Unparalleled depth and reliability of psychometric validation for 64 core behavioral traits and 4 communication styles
    • A cutting edge and holistic set of 183 behavioral insights addressing risk, spending and goal drive behaviors
  2. Flexible technology powering scalability:
    • Digital solutions for practical delivery and actionable use real-time across every employee and client
    • Unique online processes for matching employees, clients, goals, and solutions using over 1,000 benchmarks,1,000 data points and real-time events
  3. Customization of behavioral management solutions:
    • A wide range of apps delivering personalized information and analysis for individuals, leaders, and consultants
    • Capability to build your own behaviorally powered applications to solve business problems in all industries

We’ve made using personality insights a reality in 123 countries by solving significant team productivity and operational risk challenges.

What Behaviorally Smart Business Leaders Are Saying About Business DNA

“Queensland Sugar engaged DNA Behavior as a partner to provide a range of Organisational Development services to assist us in transforming our culture to a performance culture focused on the customer.

We began with the Executive Team and have worked through the organisation understanding the talents of individuals through the DNA Discovery process, interviewing individuals and creating development plans. There have been strategy workshops, team development workshops, supported by coaching and the DNA Leadership Programs.

I highly recommend the services of DNA Behavior if your organisation has similar needs.”

– Neil Taylor, CEO, Queensland Sugar Ltd, Brisbane

“The DNA assessments are something the entire organization can use. We thoroughly enjoyed the opportunity to gain a deeper understanding of ourselves and our peers so that we can maximize productivity and effectiveness.

The Business DNA assessment was surprisingly accurate and definitely a great tool. It illustrated the benefit of concentrating efforts on communicating differently with colleagues, based on both mine and their communication styles.

The results were delivered in a way that we could understand and relate real-life situations to them in order to realize how accurate and effective they truly are.”

– Vanessa Lanus, PMP, MBA, Senior Program Manager, AT&T Business Solutions, Atlanta, GA

“We have been using Business DNA for years to help us evaluate prospective new hires for our company. Using Business DNA not only helps us determine whom to hire but what position(s) they will be best suited for. Additionally, as our company has grown and our employees have grown we have been able to use the same reports to assist us in promoting and moving our employees into positions that they and the company can better prosper. Hiring without these reports is like playing the game of roulette. Business DNA has been one of the keys to the success of our company. Thank you, Hugh Massie and team!”

– Steve Mintz, CEO, Sprint Cellular, Atlanta

“The Business DNA program has been part of our journey as it helped us in so many ways; getting to know our team better and to utilize the strengths of each team member and leader in developing deliverables that were in alignment with our goals.”

– Belva White, Assoc. VP for Finance Systems & Data Analytics, Emory University, Atlanta

Behavioral talent insights for guiding people and businesses to make smart decisions.

Our purpose is to guide people to achieve greater self empowerment to make Behaviorally SMART decisions that accelerate their performance and result in living a quality life with meaning.

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Know your people

Engage your people

Grow your people


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