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  • Robert Reuss

New powerful partnership between BestFiT and Axell

Why insurers and wealth managers need to understand financial advisors now more than ever

In the business world, behavioural science is the new dimension in understanding human thoughts, emotions and behaviours. However, while it’s being applied to customer segmentation strategies, little is still known about segmenting large networks of employees or professionals, particularly financial advisors.

That’s why Axell recently partnered with the award-winning human intelligence and AI solution, BestFiT. BestFiT designed a simple, yet powerful personality profiling tool based on Nobel Prize winning academic research that avoids respondent bias with indirect questioning. Together, Axell and BestFiT have built a Strategic Advisor Personality Model that can be scaled to large advisor networks.

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