Systems and methods are provided for, are provided for analyzing each of a plurality of documents related to a person to identify content attributes that occur in a dictionary for behavior or personality traits, calculating an initial score for each behavior and personality trait related to the identified content attributes, calculating trait metrics for each behavior or personality trait by combining initial scores for each behavior or personality trait, providing the trait metrics as input to a rule based scoring and machine learning system, obtaining, from the rule based scoring and machine learning system, a trustworthiness score of the person output from the rule based scoring and machine learning system, receiving an indication that a second person trusts the person, creating a relationship between the second person and the person, and adjusting the trustworthiness score of the person based on, at least, a trustworthiness score of the second person.