Unitifi is a behavioural finance platform designed to enhance the adviser-client relationship through a deeper understanding of investor psychology. By leveraging advanced analytics, the platform analyses client responses to uncover hidden patterns and biases, filtering clients into one of four distinct financial personality archetypes. These archetypes, such as the Protector, Observer, Liberator, or Energizer, offer valuable insights into how clients perceive risk, make decisions, and interact with financial matters.