Three options I’d be confident in building, scoped against real DNA Behavior data.
"There’s a meaningful opportunity to embed behavior as a foundational layer within any program."
Leon Morales · April 3, 2026Leon, you asked me to identify one or two POC projects where behavior could sit as a foundational layer inside a real platform. Not bolted on top. Actually built in. That's the question I kept coming back to while I was putting this together.
Here's what I keep seeing: most software treats behavioral data like a feature you add when the core product is done. A widget. A report tab. And then you wonder why it doesn't move the needle on engagement and lifetime value, including coaching and advisory programs where the whole point is understanding how a person is actually wired. When behavior is a foundational layer, the product is different from day one. The data means something different. The client feels it from the first screen.
What follows is what I'd be confident building. Real DNA Behavior data, real constraints, real clients, including coaching. Not a proof-of-concept against a synthetic dataset that sits in a demo environment and never ships.
First: what most platforms get wrong, and why the Atlanta conversation is the right place to prove the alternative.
The wealth management industry has spent a decade buying software on top of software. Consolidation never happens because every new platform arrives with its own logic about who a client is. Demographics. AUM brackets. Life stage. None of it is informing product design from the inside out. None of it maps to how a person actually makes decisions under pressure. The 200-advisor Atlanta firm isn't unusual: 65+ tech stacks and no behavioral foundational layer underneath any of them. When the market moves, the advisors are flying blind.
Leon asked for one or two POC projects to see what a working partnership looks like. I'm writing this the way Hugh asked for it on the call: the logic up front, the numbers where they matter. Two weeks late. One sentence on that, then onward: I wanted to bring a complete picture, not a rough one.
The Atlanta firm has already looked at three paths to consolidation. The room they're in. And the option we bring.
Reference ranges: Option A based on 2026 senior AI engineer fully loaded cost estimates. Option B: Salesforce Einstein and Microsoft Copilot for Microsoft 365 published rates per user per month. Option C: Deloitte and Accenture AI transformation engagement benchmarks across mid-market and enterprise scopes.
That's the frame. Sections 03 through 05 are how we get there.
Hugh brings the relationship. I build the proof. Three deliverables, fixed price, to walk into that room ready.
Who presents: Hugh and Leon run the room. I am there to demo live, answer technical questions in real time, and show the behavioral logic under the hood. I do not present. I operate.
If Atlanta signs
The advisor cockpit. DNA Behavior as the foundational layer. The first AI co-pilot built in from day one, not bolted on afterward.
At $300 per user per month across 200 advisors, a single enterprise SaaS contract the firm avoids buying is $720K annually. Phase 1 is one quarter of that, paid once, and it directly increases advisor engagement and lifetime value with every client. Fixed fee. DNA Behavior owns every line of output.
Partnership economics (revenue share, fixed-fee, or equity) are a separate conversation once the Atlanta firm is signed.
The one build before Atlanta. Leon asked for a reliable person who could actually do a build. This is that build.
Pick one DNA Behavior client, or a composite built from patterns Leon and Hugh see repeatedly, and build the platform they'd want on top of the DNA Behavior API. White-labeled, fully functional: a financial advisor's client-facing tool, a leadership development cohort, an onboarding journey. Personalizing user experiences from the behavioral data up, not from a configuration panel down.
The same code, with a different client-facing skin, becomes the live demo asset for the Atlanta prep. One build, two purposes: proof of operator capability and the demo that walks into that room. The architecture works across programs, including coaching, onboarding, and advisory.
Every build above is fixed-price, fully scoped, and ships a working system. Not a deck and a plan.