About Hugh
Hugh Massie is a Behavioral Solutions Architect, Executive Chairman and Founder of DNA Behavior, author and presenter, and pioneer in financial behavior and behavioral data intelligence. A self-described “Reformed CPA” with four decades of international business and financial experience, he helps business leaders, financial advisors, investors and families unlock Behavioral Alpha: the gains captured when decisions are made on behavioral evidence rather than instinct.
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Hugh designs ways for organizations to put behavioral intelligence to work: in leadership, in client engagement and inside the products and AI systems people use every day. He sees behavioral intelligence as the foundation for understanding each person rather than relying on one-size-fits-all approaches.
In 2001, Hugh founded DNA Behavior to help people understand their natural behavioral identity and apply it to financial, business and relationship decisions. By combining scientifically measured behavioral insights with financial, operational and relationship data, DNA Behavior helps organizations humanize data, personalize engagement and optimize decisions at scale.
Background
The Massie family mark: Coddington, England, since 1076.
Worked internationally in audit and tax in Sydney, Singapore and Thailand.
Built a wealth management business serving executives and families with assets ranging from $1 million to $1 billion.
Founded DNA Behavior; solutions now used in 125+ countries and 14 languages.
Advised, invested in and served on boards of more than 50 businesses and real estate ventures.
24 years of service, including as a Global Board Member.
Titan 100 CEO honoree for leadership and business impact.
Why Work With Hugh
Instinct feels reliable, especially to experienced leaders. Under pressure, though, it carries the biases and blind spots of each person’s natural style. Behavioral Alpha is the measurable difference between deciding on gut feel and deciding with clear evidence of how you, your team and your clients naturally think, decide and respond.
My X-Factor
Optimizing high-stakes decision-making by aligning behavioral insights with data.
Behavior Makes Money, but it is about much more than money. Behavioral intelligence enables personalization. Personalization helps people connect and decide more effectively.
Across business, finance, leadership and investment.
DNA Behavior in 125+ countries and 14 languages.
Through DNA Behavior’s team, products and consulting services.
Purpose
My Purpose
Empowering people globally to understand and embrace their behavioral identity, use their talents, make better decisions, reduce stress and lead more successful and fulfilling lives.
My Moonshot
Informing 1 billion people annually by 2030 on how to optimize their decision-making, performance and relationships through behavioral intelligence.
Hugh is a devoted dad and a supporter of Boys Without Fathers, empowering boys to break the cycle and build better futures through mentorship, education and support.
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