Why Be-IQ?

checkNext-gen profiling
checkRicher engagment
checkClient centricity
checkInnate independence
checkFrictionless-integration

1. Next-Gen Profiling

Combines traditional questionnaires with real behavioural data to give a deeper, more accurate picture of how clients say they feel about risk vs how they act. Insights especially relevant in more volatile markets.

Be-IQ was founded with a clear objective: to modernise the way we assess investment risk tolerance.
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In the UK, Attitude to Risk (ATR) questionnaires have remained the dominant tool, largely unchanged in format for decades. Internationally, behavioural assessments—measuring revealed preferences—have gained traction.
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We approached this challenge without bias, working alongside independent academics to evaluate both methodologies.
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Our conclusion? Each has strengths—and limitations. ATR provides a valid yet subjective snapshot of investor sentiment. Behavioural models offer quantifiable insights based on real choices, though they can be influenced by context.
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Rather than choosing one over the other, we combined the best of both.
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The result is the Behavioural Risk Score—a dual-lens approach that contrasts stated risk attitudes with observed behaviours, giving advisers and institutions a deeper, more reliable understanding of investor risk profiles.

By comparing what clients say about risk with how they behave around it, we created the Behavioural Risk Score—a richer, more nuanced view of investor risk tolerance.

2. Engaging by Design.

Interactive and gamified assessments reduce fatigue, boost accuracy, and make the process feel modern and human—clients enjoy it and respond more reliably.

At Be-IQ, we believe risk profiling shouldn’t feel like admin—for clients or advisers.

That’s why every part of our experience is interactive, and many elements are gamified.

This isn’t just aboutmaking things look better—it’s grounded in behavioural science. A wide body of independent research shows that gamified behavioural assessments can capture real world behaviours more accurately than traditional questionnaires.

Why? Because interaction reduces fatigue, holds attention, and encourages more authentic responses. The result? Better engagement and better data.

Our behavioural modules consistently deliver 95% response consistency—a clear signal that clients are not just more engaged, but thinking more clearly and responding more reliably.

In short: gamificationisn’t a gimmick. It’s a strategic tool that boosts accuracy while delivering aclient experience that feels modern, intuitive, and human.

In an increasingly digital world, engagement is no longer a “nice-to-have”—it’s a competitive advantage. And the firms that embrace it will stand out.

3. Precise Fund Matching

Uses a 1–100 scoring system (not broadbands) to match clients with funds more accurately—based on their actual risk level, not a general category (1 to 5 etc).

Traditional riskprofilers typically score clients using broad bands—such as 1–5 or 1–7. Each band represents a wide volatility range, and fund mapping is then aligned to the fund’s average volatility within that range.

Here’s the issue: if a client scores at the bottom of, say, Band 4, but the fund they’re matched with sits at the top of that band, that client is arguably overexposed. Ironically ,a fund at the top of Band 3 may offer a far better fit—but it would be filtered out due to the constraints of band-based matching.

Be-IQ’s Behavioural RiskScore eliminates this mismatch.

By scoring clients on a 1–100 scale, we enable far more granular and accurate fund matching. If a client scores 55, we map them to funds with volatility profiles that sit close to that exact point—not just a broad category.

The result is truly client-centric alignment—matching portfolios to the individual, not forcing individuals into generic fund categories.

It’s a smarter, more precise approach that better supports suitability, personalisation, andConsumer Duty.

4. Independent. Unconflicted. Transparent.

Doesn’t charge fund managers to rate their funds—so there’s zero conflict of interest. Fund scores are consistent, fair, and unbiased.

In the UK market, concerns have been raised about the integrity of some risk profiler’s commercial models—especially those that double-charge, billing both fund managers to rate their funds and advisers to access the results.

This creates a potential conflict of interest: if a risk profiler is financially incentivised by fund managers, how can advisers—and their clients—trust the neutrality of the results?

At Be-IQ, we’ve removed this conflict entirely.

We do not charge fund managers to rate their funds. All fund scoring is based on a consistent, quantitative methodology—completely independent of commercial influence.

That means no bias, no gaming, and no hidden incentives. Just a level playing field where every fund is assessed on merit—and every client receives advice grounded in fairness and objectivity.

5. Frictionless Integration

Our approach to integration embeds our services fully within your CRM. It saves time, reduces admin, and fits seamlessly into your existing process.

Advisers want best-in-class tools—but managing multiple systems can be time-consuming and clunky. Even with API connections, juggling different interfaces and duplicating client data slows everything down.
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At Be-IQ, we recognise that your CRM is the heart of your business. That’s why we’ve developed our own frictionless integration technology—embedding all of Be-IQ’s insights, reports, and functionality directly within your CRM.
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No switching between systems. No extra logins. Invitations, responses, and results are all handled in one place—your CRM.
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Plannr users are already benefiting from this seamless experience, with more integrations coming soon.
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The result? Less admin, more efficiency—and a smoother experience for both advisers and clients.