Most financial advisors are not failing.
They are misaligned.
Most financial advisory models assume that success follows a single path.
Same goals. Same coaching. Same expectations.
Our research shows something very different.
Advisors differ fundamentally in what motivates them, how they manage pressure, how they approach clients, and how they work best. When those differences are ignored, performance stalls, stress increases, and turnover follows.
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AdvisorDNA was created to explain why this happens and what to do about it.
A DIFFERENT KIND OF INSIGHT
Psychographics, not demographics.
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Traditional advisor evaluation focuses on surface metrics: Education; Generational Cohorts; Occupation; Compensation; Industry Sector; Experience; and Tenure.
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Advisor DNA goes deeper.
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Using psychographic analysis, the research identifies the underlying drivers of advisor behavior, including motivation, working preferences, communication style, and comfort with ambiguity and conflict.
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This approach moves beyond what advisors do and reveals how they naturally operate.
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That difference matters.
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According to the research, three statistically distinct advisor archetypes consistently emerge across organizations and markets
The Three AdvisorDNA Archetypes
The Competitor
The goal driven entrepreneur
Driven by clear goals and near term results. Comfortable with autonomy, pressure, and decisive action. Thrives in fluid environments where speed and control matter. ​Competitors grow fastest when they can move quickly, see progress, and measure wins clearly.
The Equalizer
The balanced adopter
Versatile and steady. Comfortable operating in both structured and flexible environments. Balances results with relationships. Equalizers succeed by adjusting their approach to the situation, the client, and the team around them.
The Technician
The process oriented specialist
Motivated by service, depth, and long term impact. Prefers clarity, structure, and collaboration. Excels in complex cases requiring consistency and detail. Technicians perform best when supported by clear processes and strong team alignment.
Why This Matters?
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For Advisors & Organizations
Understanding AdvisorDNA is not an academic exercise. It changes how advisors are recruited, coached, developed, and supported.
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The research shows clear applications across the advisor lifecycle:
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More targeted advisor attraction strategies
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Coaching that aligns with how advisors actually work
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Stronger team and partnership dynamics
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More effective wholesaler and advisor relationships
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Better advisor client matching and client trust
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When advisors operate in alignment with their natural disposition, performance becomes more consistent and sustainable.
AdvisorDNA
In Practice
What our training delivers
The AdvisorDNA training translates the research into practical application.
Through a structured series of 5 minute short video modules, advisors and leaders learn:
IDENTIFY
How to identify their primary AdvisorDNA archetype
personality
How their wiring influences growth, stress, and decision making
ALIGNMENT
Where misalignment may be limiting performance
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FIT
How to adapt strategy, structure, and support to fit their DNA
Built On Research, Not Opinion.
AdvisorDNA is grounded in a national study of successful independent advisors and reinforced through ongoing validation studies across North America and global markets.
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The framework is based on:
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Over 10,000 advisor profiled
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A proven psychometric assessment used globally
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Clear performance based success criteria
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This foundation ensures AdvisorDNA remains practical, credible, and relevant across business models.
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Next steps
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You can engage with AdvisorDNA in several ways:
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Access the AdvisorDNA resource library.
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Introduce the framework into advisor development.
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Use the archetypes to support Advisor development, coaching, and team alignment.