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Thoughts From Our CEO

ARTICLE BY

  • Lizelle van der Merwe
  • CEO
  • FIA

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Why is being an adviser a default career choice vs a chosen one?

At our recent AGM, I had the great pleasure of sharing an update with our members which is not only a pivotal moment for reflection, but also an opportunity to chart the future as we continue to grow and adapt to the evolving market conditions.

I would like to take a moment to again acknowledge the tireless efforts of our members, partners, and staff. Your commitment and contributions to the FIA are what fuels our success. It is your passion, expertise, and shared vision for professional advisory businesses that empower us to face the future with confidence.

What intermediaries do is our bread and butter, and I have been thinking a lot about why this career is a default career choice versus a chosen career choice. I wanted to apply my thoughts to paper in the hope that this will spark debates in the industry (especially advisory practices) so we can attract the talent we need to master our businesses in the future.

As some of you may know, I joined the industry by default and then I made the decision to make broking my professional career choice. I was astounded by the scope of the career, it offered so much learning potential – every client had a different risk profile and that meant the need for tailored solutions was a competitive advantage.

Insurance was referred to as an “encyclopedia” and I quickly realised this career choice was not just any career choice because of my limited experience and qualifications at the time, it chose me because of who I would become. Over the years I was afforded countless opportunities to have my learning paid for (today I hold a Post Graduate Diploma in Management Practice and I am an Associate of the Insurance Institute of South Africa), I was included in client meetings to allow me first-hand experience of what happens in the lives of businesses and people, I was invited to cool and very fancy events to master my networking skills, and I was even challenged to take up the role of CEO of the FIA because of my grit and commitment to the success of the industry!

As I said, advisory businesses are our bread and butter, your challenges are our challenges, and we must address the elephant in the room: Why is an adviser not considered a professional career choice, why is it a default career choice, and why are we not retaining the talent who will succeed us?

Through the eyes of a young professional

Making a career choice to become a professional adviser today requires some reflection by employers in the sector (even for small businesses). Professional career choices have shifted dramatically in recent years, driven by changes in technology, workplace dynamics, and the evolving values of young professionals. Unlike previous generations (that’s me), today’s workforce prioritises flexibility, personal growth, work-life balance, and purpose-driven careers over the traditional 9-to-5 model. This shift is influencing the way businesses attract, engage, and retain top talent.

Young professionals today seek opportunities that not only leverage their skills but also align with their values. They want to work for companies that prioritise innovation, sustainability, and social responsibility (this includes a paperless environment… compliments to Jason Mizen). Furthermore, the rise of remote work and digital collaboration tools has redefined how and where people work, making flexibility a top priority. Professionals now desire roles that allow them to manage their time efficiently, balance personal commitments, and pursue continuous learning.

For advisory businesses, adapting career structures to suit these expectations is critical for long-term success (as it will also help attract a younger generation of clients to your business). Companies that embrace flexible work arrangements, prioritise employee well-being, and create opportunities for growth will be better positioned to attract motivated, talented individuals. This adaptability fosters a culture of innovation and inclusivity, driving business results while ensuring that employees feel valued and supported.

Ultimately, understanding and responding to the career aspirations of today’s professionals is no longer just a nice-to-have, it’s essential for staying competitive in a rapidly changing business environment. I am calling on all businesses to reflect on these changing dynamics and find ways to embrace this need for change.

At the TIA Vodcast, Jason Mizen (from JVC Insurance Brokers), Darius Wyngaardt (from Wyngaardt Insurance Brokers) and I spoke about what it takes to be a successful adviser / broker today. We also said we must do more to promote this fantastic career because it’s where the “rubber hits the road” as one would say. Is it easy? Definitely not – if it was, everyone would do it! But it certainly is rewarding.

One of the coolest career Moves you can make:

Here’s why becoming an adviser is such a power play:

  1. A job with immense social responsibility: this job is a catalyst for economic growth and financial continuity.
  2. Freedom & flexibility: Forget the rigid 9-to-5 grind. As an adviser or broker, you get to set your schedule and run your day on your terms. Whether you’re an early riser or a night owl, you decide how to work – and that kind of freedom? Priceless.
  3. Unlimited earning potential: In this career, you control your income. The harder and smarter you work, the more you earn. There’s no cap. Sky’s the limit – and that’s not just a catchy phrase, it’s real.
  4. Be a trusted expert: You become the go-to person for clients navigating big life decisions. Whether it’s investments, financial continuity, or insurance, you’re the one guiding them. Being that trusted expert? It feels awesome to help people reach their goals.
  5. Constant growth: You’ll never stop learning. This career keeps you on your toes  with market changes and new opportunities always popping up. You’ll stay sharp and continually evolve in your field.
  6. Impact & purpose: It’s not just about closing deals – it’s about helping people build a future. Whether you’re advising a family on a home purchase or guiding someone’s financial strategy, you’re making a difference in people’s lives. That’s fulfilling.


So, if you’re looking for a career where freedom, impact, and opportunity all meet, becoming an adviser or broker could be your best move yet!

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