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Team Insights

Want to spot your rockstars?

DignifyX shows who shines and can lift the rest.

See strengths, weaknesses, and opportunities at a glance — and pair the agents at the top of their game with those who need help.

Goal Tracks

Have you made a promise to recruits?

DignifyX helps you keep it and launch their careers.

Deliver on the promises you’ve made to new recruits to help them launch and sustain a successful career in the business.

X-Factor Score

Struggling with onboarding your rookies?

DignifyX supports their first 100 days.

Pick up where the company induction left off and build momentum around hard skills, soft skills, sales drivers, and growth habits.

Reflective Practice

Worried AI will replace you?

DignifyX uses AI to amplify you.

Get the most out of decades of learning science around reflective practice to accelerate self-awareness and 1% improvements.

DX Coach

Love chatGPT but something’s missing?

DignifyX uses OpenAI and is tailor made for agency.

Get the most out of AI with a tool that slots into the everyday rhythms, routines, and rituals of agency life.

Intelligent Coaching

Avoiding coaching conversations?

DignifyX gives you something meaningful to say.

Transfer your experience and expertise with deeper discussions that truly resonate with your agents’ wins and struggles.

X-Factor Score

Held back by your part-time agents?

DignifyX gives them a path to a full-time career.

Help part-timers build capability and confidence so they can achieve income security and commit to the career.

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.

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 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, listen to the users, 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.

Advisors with Deep Industry & Startup Experience

Wilf Blackburn

ex CEO PRU Growth Markets
20+ Years in CEO Roles

“I’m proud to advise a team that is clear on what they’re building, for whom, and importantly, why.”

Jonathan Hekster

ex CEO Manulife Indonesia
Group Banca Leader

“The industry has lost its way on training, overlooking a key lever for growth and quality alike.”

Matt Collier

ex CEO Chubb Thailand ex CMO Prudential Singapore

“On the other side of quality advice is financial inclusion and a path to closing the protection gap.”

Tricia Tan

30+ Year Agency Veteran
MDRT Life Member

“Providing financial advice is a time-honoured profession. Advisors deserve the best tools.”

Dr Peter Thomas

Head of Higher Education,
Conversation Design Institute

“What DignifyX is doing will have profound effects on how people learn and find dignity in work.”

Earl Martin Valencia

ex Schwab, ex Smart-PLDT
Innovation Advisor to PH Gov’t

“I’m always glad to see startups that focus on the real impact that can be made in Southeast Asia.”

Be a

Want to spot your rockstars?

DignifyX shows who shines and can lift the rest.

Have you made a promise to recruits?

DignifyX helps you keep it and launch their careers.

Struggling with onboarding your rookies?

DignifyX supports their first 100 days.

Worried AI will replace you?

DignifyX uses AI to amplify you.

Love chatGPT but something’s missing?

DignifyX uses OpenAI and is tailor made for agency.

Avoiding coaching conversations?

DignifyX gives you something meaningful to say.

Held back by your part-time agents?

DignifyX gives them a path to a full-time career.

Is the beta right for you?

Want to spot your rockstars?

DignifyX shows who shines and can lift the rest.

Have you made a promise to recruits?

DignifyX helps you keep it and launch their careers.

Struggling with onboarding your rookies?

DignifyX supports their first 100 days.

Worried AI will replace you?

DignifyX uses AI to amplify you.

Love chatGPT but something’s missing?

DignifyX uses OpenAI and is tailor made for agency.

Avoiding coaching conversations?

DignifyX gives you something meaningful to say.

Held back by your part-time agents?

DignifyX gives them a path to a full-time career.

Advisors with Deep Industry & Startup Experience

Most Hustle

Too Few

Be a

Join our beta.

Want to know more About Us?

Want to spot your rockstars?

DignifyX shows who shines and can lift the rest.

Have you made a promise to recruits?

DignifyX helps you keep it and launch their careers.

Struggling with onboarding your rookies?

DignifyX supports their first 100 days.

Worried AI will replace you?

DignifyX uses AI to amplify you.

Love chatGPT but something’s missing?

DignifyX uses OpenAI and is tailor made for agency.

Avoiding coaching conversations?

DignifyX gives you something meaningful to say.

Held back by your part-time agents?

DignifyX gives them a path to a full-time career.

Is the beta right for you?

Our agency partners are getting...

Here’s how you can, too...

Want to spot your rockstars?

DignifyX shows who shines and can lift the rest.

Have you made a promise to recruits?

DignifyX helps you keep it and launch their careers.

Struggling with onboarding your rookies?

DignifyX supports their first 100 days.

Worried AI will replace you?

DignifyX uses AI to amplify you.

Love chatGPT but something’s missing?

DignifyX uses OpenAI and is tailor made for agency.

Avoiding coaching conversations?

DignifyX gives you something meaningful to say.

Held back by your part-time agents?

DignifyX gives them a path to a full-time career.

Advisors with Deep Industry & Startup Experience

Most Hustle

Too Few