TrueProfile reveals client preferences by having clients make simple trade-off decisions.  By removing interpretation errors and ambiguous language, we are able to distill clients’ preferences down to the simplest form.  Using groundbreaking decision science and behavioural economics, TrueProfile is able to precisely measure the risk present in decisions, and mathematically map this to portfolio options.  By having math connect each piece of the puzzle, there is no space for subjectivity.