Most Hustle

Too Few

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DignifyX enables reflective practice, turning grit into growth and ambition into achievement.
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The Spark
Born from Disbelief Built for Dignity

It’s truly unbelievable how new advisors are onboarded:   dated eLearns, death-by-PowerPoint lectures, and tick-the-box coaching. Sadly, it doesn’t get much better for established advisors and team leaders.

In corporate, we’ve cleaned up this mess before and ...
Gave advisors a clear path
Equipped agency leaders
Invested in trainers
Inspired stakeholders
Produced modern content
We started DignifyX because ...
Advisors deserve
dignified careers

Advisors play a vital role in helping individuals and families plan for the future and manage risk.  This is an honourable profession that contributes to society.

Clients deserve
sound advice

Clients from all walks of life should receive trustworthy guidance. This is particularly true in markets that lack social safety nets and where financial planning matters.

There has got to
be a better way

Sadly, training is not the sexiest corporate department and is too often overlooked.  Getting this right drives sustainable, profitable growth and customer centricity.

And AI has opened  
new possibilities

With AI tools, we have reimagined how advisors build the knowledge, attitude, skill, and habit they need to be the most confident and capable versions of themselves.

THE FEELING
More than Training
‍A Transformation

This isn’t about ticking boxes or tracking activities.
It’s about becoming the kind of advisor whose work matters — today and for generations to come.

With DignifyX, advisors can feel ...
Confident
Trusting in their preparation and trajectory
Capable
Skilled in real conversations and in giving advice
Connected
Pride in a profession built on service
Insurance isn't just a business. It’s a promise.

Not only to clients buying coverage, but also to agents seeking a rewarding and fulfilling career.

The Magic
Human Journey
AI-Powered Growth

The industry has built countless tools to track, measure, and monitor - and throws money at incentives and motivational speakers.  But too few programmes and tools have been built to nurture, guide, and grow.

The DignifyX solution pairs ...
Reflective Practice

Growing by reflecting on and making sense of everyday experiences - based on decades of learning science.

Power of AI

Synthesising everyday experiences and capturing the 1% shifts that ladder up to 10x breakthroughs.

We equip advisors channel their grit into growth
Try.  Try again.  Keep trying.

A quagmire of slides, lectures, and activities that most just want to get done  and try their luck on the job.

Practise.  Reflect.  Try smarter.

The whole journey is architected to help advisors become the professionals they aspired to be from day one.

Be a Pace Setter!
Join our beta.

A few bold agency leaders will shape the future of agency growth - powered by AI. Proving that AI can amplify, not replace.  Are you one of them?

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As a thank you, we’re offering early access to the first 100 respondents — including  up to 5 colleagues.
Your bank.  Your agency. Your team. Your rising stars.
You go first, help us get this right — and you bring others with you.
The Team
Purpose-Led
‍Determined to Dignify

Our purpose is to help people build careers they can be proud of. We’ve lived the challenges of doing meaningful work inside complex systems. That’s why we came back together — to prove it’s possible to do great work and feel proud of it.

Matt Collier
Founder and CEO
“I believe deeply in the dignity of work — and that financial advisors deserve dignified careers. Because when they thrive, families from all walks of life receive the sound financial advice they deserve.”
Matt drives the vision and strategy behind DignifyX, leading brand, marketing, and go-to-market execution while overseeing legal, financial, and corporate operations. A Stanford MBA and former Obama Administration appointee, he has two decades of experience in strategy, transformation, and sales enablement. Matt previously led multi-market initiatives to modernize agency training and elevate sales culture for Prudential across Southeast Asia.
Leon Kiong
Founder and CTO
“I’ve seen firsthand how egos and corporate politics can smother good ideas. Real innovation happens when you strip away the noise, build fast, and let the product prove its value.”
Leon leads product and technology, blending creative direction with deep technical execution. He is the architect of DignifyX’s core systems and AI infrastructure, working hands-on with our development partners to bring the product to life. Before founding DignifyX, Leon spent over five years at Prudential driving digital transformation across its agency network and held leadership roles at SPH Magazines, where he helped scale multiple digital platforms.
Jackie James Underwood
Founder and CCO
“This industry is full of talent and heart — but weighed down by outdated tools, systems, and practices. I want to help advisors rediscover why they chose this profession.”
Jackie leads agency engagement, content design, and customer success—helping leaders and agents adopt DignifyX to transform learning and performance at scale. A former MDRT-qualified financial advisor and experienced learning designer, he has delivered award-winning programs for Prudential, Manulife, and Alliance Bank Malaysia. Jackie combines frontline credibility with a decade of expertise in instructional design and capability building across Southeast Asia.
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