UNDERSTAND YOUR ADVISORS
Advisor Selling Style Clarity, Fast
In less than 3-minutes, understand how each advisor naturally builds trust, explains complexity, and asks for commitment. Start a more meaningful development conversation.
AI-POWERED COACHING SYSTEM FOR FINANCIAL SERVICES
Stop Guessing How Your
Advisors Sell.
Start Coaching How They Grow.
Personalized development for advisors. Selling style clarity for coaches.
Stronger team performance.
Zero IT integration requiredAdvisor profile in 3 minutesPrivacy by design
BUILT FOR THE CONVERSATIONS THAT MATTER IN FINANCIAL SERVICES
Wealth Management
Life & Health Insurance
P&C Brokerages
Investment Advisory
Private Banking
BACKED BY 25 YEARS OF INDUSTRY EXPERTISE
Built on behavioural research. Powered by AI. Designed for better performance.
AdvisorDNA™ brings together 25 years of industry expertise and behavioural research led by Robert Dougan with practical, AI-powered coaching. It transforms a proven sales development framework into an everyday platform built specifically for financial services.
Discover how you naturally sell, recognize opportunities for growth, and receive personalized guidance to navigate real-world sales situations with greater confidence.
Read the Research Whitepaper (PDF)25 yearsIn behavioural profiling and sales performance research
~300Organizations advised across North America and international markets
10,000+Sales leaders trained across four continents
M.A.Graduate research in psychographic profiling and consumer behaviour
LESS GUESSWORK. MORE HUMAN INSIGHT.
Know your people. Grow your practice.
The behavioral blueprint behind a more effective advisory team.
SEE THE BIGGER PICTURE
Team Blind-Spot Heatmaps
Turn individual profiles into a collective view of your practice. Reveal where strengths concentrate—and where your team needs a different kind of momentum.
PREPARE FOR WHAT’S NEXT
AI Scenario Assistant
Give advisors private, archetype-calibrated practice for fee discussions, client reviews, and high-net-worth conversations. Better preparation. More confidence.
BUILT FOR ADVISOR DEVELOPMENT.
Your advisors have different strengths. Help every one of them grow.
Every financial advisor brings a different approach to building relationships, earning trust, and driving results. AdvisorDNA™ helps you understand those differences and turn behavioural insights into more effective coaching, stronger teams, and better client conversations.
AdvisorDNA™
Understand your advisors. Personalize their development. Strengthen your team.
Discover individual selling styles
A brief, 15-question questionnaire reveals each advisor’s behavioural orientation, strengths, and potential development opportunities.
Personalize coaching with AI
Turn behavioural insights into practical coaching guidance tailored to how each advisor approaches goals, relationships, and challenges.
Build stronger advisor teams
Explore team dynamics, behavioural differences, and opportunities to improve communication and collaboration.
Practise real-world client scenarios
Use AI-assisted guidance to navigate discovery meetings, fee conversations, objections, and client relationship challenges.
THREE CORE SELLING STYLES. NINE DISTINCT ARCHETYPES.
Different selling DNA. Shared potential.
The Competitor drives results. The Equalizer builds trust. The Technician brings precision. Discover how these strengths shape every advisor.
The momentum maker
Pure Competitor
An urgency-driven, autonomous closer who creates immediate deal momentum.
Strengths & blind spots
Strength: Drives pipeline volume and confidently asks for commitment.
Blind spot: Can outpace the client’s decision-making process.
The relationship builder
Pure Equalizer
A high-trust advisor focused on connection and multi-generational client loyalty.
Strengths & blind spots
Strength: Deep listening, client retention, and empathy during market downturns.
Blind spot: May hesitate to challenge indecision or ask for referrals.
The precision specialist
Pure Technician
A detail-oriented wealth specialist driven by accuracy, risk management, and process.
Strengths & blind spots
Strength: Disciplined execution and nuanced financial planning.
Blind spot: Can overwhelm prospects with technical detail before securing engagement.
Competitor · Equalizer lean
The Persuasive Relationship Builder
Creates momentum through genuine warmth and rapport, building buy-in without losing urgency.
Competitor · Technician lean
The Strategic Closer
Fast-moving and goal-oriented, backing decisive recommendations with rigorous facts.
Equalizer · Competitor lean
The Motivated Counselor
Leads with trust and connection, with the drive to ask for commitment when the client is aligned.
Equalizer · Technician lean
The Diligent Partner
Combines deep empathy with structured wealth planning and disciplined client service.
Technician · Competitor lean
The Objective Solutionist
Masters complex financial structures and drives decisive action when the data supports it.
Technician · Equalizer lean
The Trusted Specialist
Analytical and methodical, explaining complex recommendations with patience and personal care.
THE COMPLETE ADVISORDNA™ SYSTEM
From insight to everyday impact.
Identify the selling style. Rehearse the conversation. Track the follow-through. One connected loop from insight to lasting growth.
Sarah Tremblay · Technician with Equalizer Lean
EN / FRAccount
Selling Style Identifier
AdvisorDNA™ profile
Sarah Tremblay
The Trusted Specialist
Technician with Equalizer Lean
Analytical and methodical, explaining complex recommendations with patience and personal care.
Self-IdentificationStyle Distribution
Your selling instincts are distributed across the three AdvisorDNA™ styles — every advisor draws on all three in their own unique balance.
TEAM MAP
Team Map
4 people selected · Drive & Relationships
Equalizer connection →
Relationship buildersDriven connectorsSteady specialistsResults chasersSTMRJLDC
Competitor drive →ST SarahMR MichaelJL JenniferDC David
Centre of gravity: Technician · Competitor energy is lightest.
SCENARIO ASSISTANT
Situation2 Guidance
Adapting to a client meeting
What situation are you facing right now?
Example 1 of 3
GROWTH SCORECARD
Ask three open questions before presenting any solution
Illustrative profiles and guidance · Selected views from the Selling Style Identifier, Team Map, Scenario Assistant, and Growth Scorecard
SELLING STYLE IDENTIFIER
The starting point for development.
A quick 3-minute profile opens each advisor’s development journey, revealing the strengths, growth areas, and client communication style that make each advisor unique.
Immediate selling style clarityPersonalized 3-page PDF report with coaching suggestionsBuilt for financial sales conversations
BUILT FOR EVERY ROLE IN DEVELOPMENT
One development system. Three essential roles.
AdvisorDNA™ helps advisors develop, coaches coach with context, and leaders create the conditions for sustained performance.
01
For Advisors
Understand your selling style, practise important conversations, commit to focused actions, and track progress over time.
02
For Coaches
Coach with a clearer view of how each person communicates, prepares, responds to challenge, and follows through.
03
For Sales Leaders
See patterns across the team, guide coaching conversations, and build accountability without reducing people to a dashboard.
THE ADVISORDNA™ DIFFERENCE
Generic AI guesses. AdvisorDNA™ AI coaches with context.
Most AI tools generate advice based on textbook theory. AdvisorDNA™ AI grounds every recommendation in an advisor's identified selling style—delivering situational coaching leaders can trust in real meetings.
01
Grounded in Selling Style
Generic AI gives every advisor the same textbook advice. AdvisorDNA™ knows whether an advisor leads with urgency (Competitor), relationship trust (Equalizer), or analytical precision (Technician) before recommending a single tactic.
02
Real-World Situational Practice
Rehearse high-stakes fee conversations, pipeline reviews, and objection handling against an advisor’s actual strengths and blind spots—not abstract prompts.
03
Human Judgment at the Center
The technology doesn’t manage people, score potential, or replace coaching relationships. It acts as an on-demand sounding board so leaders walk into every 1-on-1 prepared and intentional.
04
Accountability That Compounds Growth
Generic AI gives one-off advice and walks away. AdvisorDNA™ closes the loop by tracking whether advisors follow through on what they set out to do—because performance comes from doing what you said you would do, client after client.
BUILT FOR ADVISORS, COACHES, AND LEADERS.
One practice or many branches. A clearer view of every team.
Bring AI-powered coaching intelligence to your entire organization—without adding complexity to your advisors’ day.
Regional & branch visibility
Organize and filter advisors across Toronto, Calgary, Montréal, or your regional offices.
Frictionless team links
14-day team onboarding links. No account creation and no paid seat for participating team members.
Role-based access
Purposeful permissions for executive admins, branch managers, and individual advisors.
English & Canadian French
Full bilingual parity across coaching, reports, and executive whitepapers.
TRUST ISN’T AN ADD-ON.
Privacy by design. Confidence by default.
Meaningful behavioral insight without storing sensitive individual answers.
Zero answer persistence
Only high-level archetype summaries and style percentages are stored. Individual answers and raw coaching transcripts are never saved.
Corporate sign-in & governance
Google Workspace and Microsoft 365 authentication, protected by an invitation-only gate and role-based permissions.
Transparent engagement reporting
Understand branch-level usage without counting master admin or administrative support sessions in engagement metrics.
YOUR QUESTIONS, ANSWERED.
Clarity starts here.
How long does it take to get an advisor started?
Less than 3 minutes. A 15-question advisor profile starts their development plan and works on mobile devices and desktop.
Can we use this to select candidates for hiring?
No. AdvisorDNA™ is an AI-powered coaching and development platform, not a hiring or employee selection assessment. It helps managers and advisors explore individual selling styles through self-discovery profiles and translate those insights into personalized coaching, professional development, and stronger team collaboration. The AdvisorDNA™ Identifier is a developmental questionnaire, not a psychometrically validated assessment for predicting job performance or making employment decisions. Accordingly, AdvisorDNA™ should never be used to screen, rank, hire, or select candidates. Its purpose is to help individuals better understand their behavioural tendencies, recognize development opportunities, and grow professionally.
Will this replace our sales training or CRM?
No. AdvisorDNA™ complements your existing CRM and sales methodology by diagnosing how each individual naturally executes sales behaviors. Use those insights to make your existing coaching more personal and effective.
Is the platform available in French?
Yes. The platform, AI coach, executive whitepapers, and reports are fully localized in Canadian French and English.
Are individual answers or coaching conversations stored?
No. AdvisorDNA™ stores only high-level archetype summaries and style percentages. Individual question answers and raw coaching transcripts are never saved.
ADVISORDNA™
Ready to decode the AdvisorDNA™ of your team?
Develop more confident advisors. Build better-balanced teams.
Bring a new level of clarity to your practice.