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FinancialDNA®ABehavioralFinancePla8ormforAdvisorstobe“WealthMentors”
1
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FinancialDNA®DeliveringFinancialPersonalityInsights“Behavioralizing”FinancialPlanning
Matchadvisoryteams,clients,goalsandsolu5onsSince2001,wehavebeenenhancingthecapabilityoffinancialservicesbusinessesworldwideto“know,engageandgrow”millionsofadvisorsandinvestorsbythedeliveryofuniqueFinancialDNAbehavioralfinanceinsightsdatausingourscalablebehavioralfintechpla8orm.Theprovenoutcomeisaclient-centeredbusinesswhichiscompliantandout-performs.
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“TheNewWorldCulture”forAdvisorsHowWillYouPutClientsattheCenterofthePlan
ProductsOfferingsBasedonPersonaModelAssumpUons
TailoredGoals-BasedPlanningUsingFinancialPersonalityInsights
CustomizedBehavioralCoachingPoweredbyaFinTechPla8orm
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WhatisGeXngintheWayofClient-CenteredSuccess?Research:LackofBehavioralSuitabilityFromtheFirstInteracUon
1. Advisorscanonlyengage40%oftheirclients,
leaving60%underserviced2. Advisorsareonly40%accurateinidenUfying
theclientriskprofile3. InvestoremoUonscausing7.45%peryear
por8olioloss4. Advisorbiasescausingunder-performanceby
1%to3%peryear5. Teamdifferencesandblockagescause
producUvitylossbyupto70%peryear6. Firm/advisorcenteredcultureleadsto
fundamentalbiasesinsoluUonsoffered–UedtooldwaysofoperaUng
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DNABehavioralizesMoneyforAdvisorsandClientsPredicUngPlanningRisksTriggeredbyBehavior
FinancialPersonality Money
EmoUons
BehavioralResponsesDrivingDecision-Making
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“WealthMentoring”isarelaUonalprocessthatinvolvesguidingotherswithwisdomtoself-discoverwhotheyareandtheir
prioriUesforaQualityLifethroughamutualsharingoftheirlifejourney.
WealthMentoringTransformtheFinancialAdvisorRoletoWealthMentor
6
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WealthMentoringMovingfromAdvisortoWealthMentor
Tradi5onalAdvisoryApproach:• FinancialPlanningTechnician• InvestmentManager• FinancialEduca5onWealthMentoringRole:• Fiduciary• BehavioralGuide• QualityLifeGuide• WisdomTransferor• Collaborator• SoundingBoard WealthMentor
7
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BehavioralManagementistheFoundaUonClientsWillReactDifferentlytotheSameMarketEvents
8
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FinancialDNASystemsTheScienceBehindthe“SwissWatch”DNASystems
PowerfulandUniqueClientCenteredBehavioral
SoluUonsDeliveredin123+Countriesand11Languages
ForcedChoiceAssessmentMeasuring64
BehavioralTraits
60+ManYearsofDevelopment
InvestmentSince2001
IndependentValidaUonby
Teamwith100+Yearsof
Experience
9
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FinancialDNA®=FinancialPersonalityMulU-DimensionalBehavioralDiscovery
AdvisorClientCommunica5on
Goals&SpendingPaIerns
FinancialPersonality
RiskProfile&BehavioralBiases
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TheTradiUonalRiskProfilingMethodologiesLeaveyouintheDarkinKeyAreas
YouridealclientHowtoCommunicate
Email,Phone,orMeeUng?+more
RiskProfile
LossAversionPaoernBias
OverConfidenceSpending+more
HardWired
Behavior
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Source:The93.6%QuesUonofFinancialAdvisors,MeirStatman,2000
93.6% 6.4%
personalitystyle
emotionspassions
reac5on
excitement
opportunism
Communication preferences
listening fear optimism
anxiety pastexperience Investments
specula5on confidence
Goals-BasedFinancialPlanningPor8olioorBehavioralManagement?
93.6%
offinancialplanningisBehavioralManagement
12
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Sources:(1)TheAdvisorsAlpha:PuXngaValueonYourValue,Vanguard2015(2)ModellingbasedonSchwabRIASurvey2015,AdvisorImpactUKResearch2012
BehavioralApproachValueProposiUonofaBehavioralApproach
ClientValue:
150bps1peryearonAUM
FirmROIValue:
50x2++fromincreasedreferrals,retenUonandshare
ofwallet
13
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Quickerand91%MoreReliableMethodtoPredictReacUonstoMarket/LifeEvents
CDNA–12QuesUons(2to5Mins)
FDNA–46QuesUons(10to12Mins)
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FinancialDNAClientDiscoveryCompleUonProcess
AdvisoryStaffCreatesNewClientAccountinAdminSystem
InvitaUonemailsenttotheclient
CliententersintheusernameandpasswordprovidedintheemailandlogsintotheAdminSystem.
Clientcompletes46NaturalBehaviorForcedChoicequesUons(taking15to20mins)
ClientreceivestheirdesiredreportandAdvisorisnoUfiedtoaccessfromtheDNAAdminSystem
15
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46QuesUonNaturalBehaviorDiscoveryProcess(10to12mins)
16
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InsUncUveAutomaUc,“GoTo”Style
FinancialPersonalityDiscovery:Situa5onalLearnedBehavior
BehaviorGap
BehaviorGap
FinancialDNANaturalBehaviorDiscovery
SkillsKnowledgeExperiencesEnvironments
SkillsKnowledgeExperiencesEnvironments
TheUniqueDNAStar5ngPointfor
EnhancedPredictability
Document,Monitor,Communicate,Educate
Re-PosiUoningtheDiscoveryStarUngPointtoNaturalDNAHardWiredBehavior
FinancialPersonalityDiscovery:Situa5onalLearnedBehavior
Document,Monitor,Communicate,Educate
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ProcessforAdvisorsUsingFinancialDNAInsightsImpacUngEveryPhaseoftheFinancialPlanningProcess
FinancialDNADiscoveryProcess
AdvisorEQand
TeamDevelopment
Advisor-ClientMatching
Customized
CommunicaUon
TailoredPor8olio
ConstrucUon
DeeperandMore
ConsistentClientInquiry
Process
GreaterDisclosureof
Client:Goals
InterestsPrioriUes
OfferingClientCenteredSoluUonsTailoredto
StyleOngoingBehavioralCoaching
ComplianceMonitoring
23%paRevenueUplirfromClientEngagement
1.5%paonPor8olioAUM
Value
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WhatYouSay,Isn’tNecessarilyWhatYourClientsHearRe-FramingCommunicaUonAssistsStrategyAdopUon
Copyright©2001UniversalPressSyndicate
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CommunicaUonDNAReportsConnecttotheClientintheFirstMeeUng
1-PageCustomizedMee5ngGuideReport• Overlaysadvisor’sstylewithclient’sstyle• ProvidesinsightsforadvisortocustomizethemeeUngexperienceAddiUonalenterprisereportsareavailableforfirmuse.
1-PageCommunica5onDNAConsumerReport• Immediatelyavailabletotheclient• ProvidesinsightstocommunicaUonpreferencesandlearningstyle
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UsingCommunicaUonDNA®forClientEngagementNavigateAdvisor-ClientCommunicaUonDifferences
Goal-SeZngOpportuni5es&Op5ons
Lifestyle
Engagement,Openness&MakingConnec5ons
So\tone&Safety
Stability
Analysis&Tangible
Informa5on
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DNABehavioralManagementGuideReportHelpsAdvisorsGuideClientstotheRightSoluUons
Reportprovides:1. Behavioraldifferencesbetweenclientandadvisor2. Guidancefortheadvisortoadapttheirstyletotheclient3. FinancialbehaviorbiasesandriskreporUng4. ClientengagementmeeUngprocessandquesUons–relaUonship,financial
andinvestmentbehaviors5. BehavioralIPS–aligninggoals,financialcapacityandrisk-takingbehaviors
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YourAssessmentoftheClient’sCurrentPor8olioRiskProfileGroup
YourAssessmentoftheClient’sPor8olioRiskNeedGrouptoAchieveGoals
YourAssessmentoftheClient’sPor8olioRiskGroupbasedonCurrentFinancialRiskCapacity
FinancialDNANaturalBehaviorPor]olioRiskGroup(basedonRiskPropensityandTolerance)
FinancialDNALearnedBehaviorPor]olioRiskGroup(FromFinancialPersonalityDiscoveryorAdvisor’sAssessmentoftheclient)
OverallSelectedPor8olioRiskProfileGroup(SelectedbyAdvisorandClientbasedondiscussionoftheaggregateofallscores)
BuildingthePlanandIPS–SummaryofClientsSelectedPor8olioRiskAlignedtoGoals,Capacity
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Advisor/ClientBehavioralCompaUbilityEnsureAdvisorKnowsHowtoAdaptasFiduciary
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Disposition Effect Mental Accounting
Loss Aversion Pattern Bias
Fear of Regret Status Quo Basis
Risk Aversion Benchmark Focus
Consolidated View Herd Follower Over Trading
Instinctive Controlling
Optimism Bias Over Confidence
Newness Bias
Risk of Not Achieving Goals Can Increase Risk
- Taking
Need to Manage Expectations Down
Can Over-Influence Caution
Need to Increase Decision-Making Confidence
FinancialPersonalityInfluencesonDecision-MakingProacUveBehavioralBiasManagement
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Rela5onshipOrientated
Results
Orie
ntated
FastPaced
MovesCarefully
• ConsolidatedView• OverTrading• Op5mismBias• RiskTaker
• Spender• HerdFollower• Ins5nc5ve• StatusQuo
• RiskAversion• LossAversion• FearofRegret• Disposi5onEffect
• Saver• MentalAccoun5ng• PaIernBias• BenchmarkFocus
FinancialDNANaturalBehaviorUniqueStyleMatrixIncludingBehavioralBiasesandRe-FramingCommunicaUons
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FinancialPlanningInsightsKeyBehaviorstoNavigateinthePlanningProcess
HighScores=70%andoverMediumScores=31%to69%LowScores=30%andunder
RiskBehavior
27
SpendingBehavior
Goal-SeZngBehavior
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Client’sNaturalBehaviorPor8olioRiskGroupBasedonRiskPropensityandRiskTolerance
Forthosewhoshouldtakenoriskandbeincash
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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
AcceptableConservaUvePor8olio
AcceptableAggressivePor8olio
OnePor8olioRiskGrouping
Approach:1.DonotsettheRiskProfilehigherthantheRiskNeed(toachievethegoals).2.Buildthepor8oliowithin+/-1GroupingoftheNaturalBehaviorPor8olioRiskProfileGroupasitreflectsthelongterm“goto”defaultbehavior.Subjectto:(i)Reviewtheclient’sRiskNeed(toachievegoals)andRiskCapacity(financialability)(ii)Theclient’sLearnedRiskBehaviorMoUvaUons(experiences,educaUon,environment)
BuildingaBehaviorCenteredPor8olioWiththeClientMutuallyAgreeingtheOverallRiskProfile
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Goals-BasedBehavioralPor8olioDesignStrategyAllocaUon
3Por8olioBucketsA“MentalAccounUng”Approach
OperaUngPor8olio(“PreservaUon”)
Preserveprincipal,generateincomeandminimizevolaUlity.Amount:Min6to12monthscashfordailyacUviUes(shorttermneedsandwants),upto3
to5yearscashforReUredPerson.
(RiskPor8olioGrouping1)
CapitalAppreciaUon(“AccumulaUon”)
ManagevolaUlitybutfocusonappreciaUontogeneratefuturepurchasingpowerforbuildingreUrementcapital(longterm
needs).Amount:5to10yearhorizon.
(RiskPor8olioGrouping2to7)
StrategicPor8olio(“SpeculaUve”)
DesignedtomeetspecialobjecUves,generatehighreturnsorcashflowandarelessliquid.Amount:Long-termhorizonandcanbelostwithoutreUrementdamage(longtermwants).
(RiskPor8olioGrouping5to7).
Subjecttolevelofcapitalandinvestmentexperience,educaUon
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QualityLifeBehavioralAXtudesforPurposeBasedPlanning
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AddiUonalKeyFinancialDNASummaryReportComponents
Advisor and Client Compatibility Matrix
DNA Ultimate Performance Guide
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NavigaUngCoupleDifferencesFrankandMaryButler
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Client/ProspectCompletesCDNAandFDNAthroughthe
Advisor’sCustomURL DNABehaviorSystem
Advisor’sCustomURLforCDNA/FDNA
CompleUon
DNADataavailablereal5meinCRMandFinancialPlanning
Sorware
CDNAandFDNAReportsAvailableto
advisors:
Advisor/TeamSeesDNAInsightsandScriptstoCustomizeInteracUonsforIncreasingClientEngagement
ReviewDatatoMonitorSuitabilityCompliance
BehavioralIPS:
HowAdvisorsareAccessingFinancialDNA®InAllPhasesoftheFinancialPlanningProcess
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HowWillYouManageClientRiskComposure(EmoUons)?IneveryInteracUon,AnnualReviewandMarketVolaUlity
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MarketMoodFirmDashboardforBuildingaMarketVolaUlityPlan
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PowerRealTimeClientBehavioralManagementUsetheMarketMood™toSimulateRiskComposure
PredicthowclientsarereacUngtomarketevents(inrealUme).
Exuberant:GrowthePor]olioComfortable:Regularmee5ngscheduleWatchful:Educa5onopportunityFearful:Preventclientturnover
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FinancialDNAInsightIntegraUonContact+Leadrecords
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OpUonal:FinancialPersonalityDiscoveryAnnuallyAligningNaturalandLearnedBehavior
FinancialPerformancewith
FinancialPersonalityDiscoveryforrevealingsituaUonallearned
financialbehaviorsandpreferencesatadeeper
leveltobuildandreviewFinancialPlansand
InvestmentPolicyStatements–29quesUonstaking20to30minutes
FinancialPersonalityAnalysiscomparingtheNaturalDNARiskTakingBehaviorwhichremainsstableoverUmeandLearnedRiskTakingBehaviorwhichchangessituaUonally.
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OpUonal:QualityLifeDiscoveryAnnuallyForPurposeBasedPlanningandAnnualGoalReview
QualityLifePerformancewithQualityLifeDiscoveryforSeXngGoalsbasedonIdenUfyingtheClientsCurrentStrengthand
StrugglesAreasforLivingaQualityLife–80raUng
Itemsacross8areastaking20to30minutes
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OpUonal:QualityLifePlanningProcessForClientsinTransiUon
QualityLifePlanningProcesswithLifePurpose
DiscoverybasedonintegraUngaperson’s
Talents,Passions,UniqueGir,Vision,Missionand
Values-raUngItemsacross6areastaking20to30
minutes
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BehavioralInvestmentPolicyStatementUpdatedforMaterialGoalandPor8olioChanges
1. FormalizedagreementbetweenadvisorandclientoftheestablishedinvestmentobjecUves,horizons,process,policiesandagreedmandateforinvesUngapor8olio.
2. IncludesanassetallocaUonbasedontheinvestor’sfinancialpersonality,riskaXtudesQualityLifegoals,requiredreturns,financialcapacity.
3. ProtecUonagainstspurofthemomentemoUonaldecisionsbasedonshorttermmarketevents.
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ChangingtheFinancialPlanningParadigmwithaBehavioralFinancePla8ormUsingFinancialDNA
Tradi5onalParadigm FinancialDNAHolis5cApproach
NewGenera5onofFinancialPersonalityDiscoveryandPerformanceMeasurement
SingularRiskProfiling(HighlySubjecUve)
HolisUcFinancialPersonalityDiscoverybasedonNaturalInsUncUveBehavior(HigherObjecUvity)
Measurementof16BehavioralFinanceBiases,RiskPropensityandTolerance,Por8olioGrouping1to7
StaUcReports MarketMoodDashboardforRealTimeBehavioralManagementtoMarkets
N/A CustomizedCommunicaUonKeysandAcUonSteps
N/A ComparisonofLearnedandNaturalBehavior
N/A QualityLifeInsightsforPurposeBasedPlanning
N/A AdvisorClientGroupReporUng
IPSandBehavioralPor8olioModels
SituaUonalQuesUonsandIntelligence,ExperienceBias
ValidatedPsychometricAnalysisStarUngWithNon-SituaUonalForcedChoiceQuesUons
BasicStand-AlonePla8orm PowerfulTechnologyIntegraUonwithCustomizedReporUngandBranding
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DNABehaviorHowDNABehaviorCanHelpYourFirm?
DNADiscoveryProcess
FinancialDNAFinancialPersonality
ManagementSystems
MatchingAdvisoryTeamstoClientsandSolu5onsOffered
GrowEngagedClientsandAdvisory
Teams
DNATraining
DNAKnowledgeCenter
DNATechnologySystems
BehaviorDrivesFinancialPlanningPerformance
AdvisoryTeams
Clients
$
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We use Financial DNA to better understand our client’s financial personality: Click on the below button to start your 15-20 minute process to uncover your financial personality. • Client Communication style • Behavioral biases • Risk profile
StartFinancialDNA
ExampleofAdvisorWebsiteAdvisorsMarkeUngtoClientsusingFDNA
45www.financialdna.com/start
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www.financialdna.com
We use Financial DNA to better understand our client’s financial personality: Click on the below button to start your 15-20 minute process to uncover your financial personality.
StartFinancialDNA
ExampleofAdvisorWebsiteEasyProcessforClientstotakeDiscovery
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www.financialdna.com
FinancialDNAEnhancedFinancialDNADeliverables
Cer5fiedWealthMentor $370permonthBehavioralFinancePackage+FDNAWealthMentoringReports+BDNANaturalBehaviorReportsforTeam
FDNABehavioralFinancePackage $290permonth
AllCDNA&FDNANaturalBehaviorSummaryReports+MarketMood+OnlineTraining&Tools+OngoingSeminars
FDNAIntroductoryPackage $135permonthNaturalBehaviorSummaryReport
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ROIIndicator Metric
FinancialDNAInvestmentfortheCWMPackage$3995peryear/primaryadvisordependingonpackageopUons,withenterprisevolumediscountavailable
Cost/clientperyear $30/client
DiscountonFinancialDNAatRetailALaCarteRates 77%
ClientValueofBehavioralCoaching 150bpsperclient/yearonAUM
AdvisoryFirmROIObjec5ves:
RevenueIncreaseover4years +100%
NoofEngagedClientsIncreasefrom15% +15%
AnnualClientValueIncrease +10%
ROI 51to100Umes,dependingonpackage
TheROIofImplemenUngFinancialDNACWMPackageforanAverageFirm
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ToaccesstheFinancialDNAComplianceKitandformoreinformaUonaboutFinancialDNA:Contact:DNABehaviorInternaUonal5901-APeachtreeDunwoodyRdSuite375Atlanta,GA30328(770)274-0311
leon.morales@dnabehavior.comwww.financialdna.comwww.dnabehavior.comFollowusonLinkedIn:FinancialPersonalityInsightsand/orFinancialDNAonTwioer`
ContactUs