Hugh Massie
Executive Chairman and Founder of DNA Behavior International
There’s a quiet question most leaders never ask themselves…
What if the reason you struggle with money, leadership, or growth isn’t strategy, skill, or effort… but your DNA?
Hugh Massie has spent decades exploring a provocative idea: that our financial behaviors, decision-making patterns, and even our relationship with risk are wired more deeply than we realize. As the founder and executive chairman of DNA Behavior International, he’s pioneered the science of Financial DNA, helping entrepreneurs, advisors, and leadership teams understand how their natural behavioral design influences wealth creation.
But Hugh’s story isn’t one of instant insight. It’s a journey through personal reckoning, deep self-discovery, and the humbling realization that success without alignment can feel hollow. From accounting and financial services to building a global behavioral analytics firm, he has consistently asked the uncomfortable questions most leaders avoid.
His work sits at the intersection of neuroscience, finance, psychology, and leadership. And what makes it powerful is this: it forces high achievers to confront themselves.
Not just their numbers.
Not just their strategy.
But who they really are when money is on the line.
This conversation goes far beyond finance. It’s about identity, patterns, blind spots, and the courage to rewire how you think about wealth and leadership.