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Thoughts from our CEO

ARTICLE BY

  • Lizelle van der Merwe
  • CEO
  • FIA

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A look at the opportunities that lie ahead for financial advisers and their clients.

As the first quarter of the 21st century draws to a close, the financial planning profession finds itself at a pivotal moment. The past few years have brought rapid shifts in technology, client expectations, regulation, and the role financial advisers play in helping South Africans manage risk and build resilience. At the same time, there has been a growing recognition that financial wellbeing cannot be separated from overall wellbeing. Health and wealth are fundamentally intertwined.

Clients today face unprecedented choice. They have access to vast amounts of information yet still struggle to make sense of what applies to their own circumstances. In a world that is data-rich but context-poor, the true value of professional advice becomes not the product but the interpretation. It lies in turning complexity into clarity, translating regulation into practical decisions, and helping clients balance today’s financial needs with tomorrow’s financial security.

A changing client landscape

Client expectations are shifting more quickly than the profession has traditionally moved. Younger clients in particular approach financial planning differently. Digital engagement is their default, not an add-on. They expect immediacy, transparency, and personalised guidance that acknowledges their life stage – one often defined by wanting to live well now rather than postponing everything to the future. They do not view advice as a transaction. They expect an ongoing relationship, strengthened through education, dialogue, and values-aligned guidance.

For financial advisers, this shift means building advisory ecosystems that meet clients where they are. It requires more than adding a few digital tools to an existing practice. It calls for understanding how clients learn, what matters to them, and how to create engagement that is both high-tech and high touch. Education becomes a core part of the value proposition. So does authenticity. Clients want partners who can interpret information with wisdom, rather than simply passing it along.

Technology as enabler, not disruptor

The past few years have seen important technological developments that are reshaping the profession in practical, positive ways. Off-platform systems have empowered financial advisers to manage administration with far greater agility.

CRM systems have unlocked new capacity by freeing financial advisers from repetitive tasks. Automated workflows support personalised communication at scale, creating consistent touchpoints that deepen relationships rather than dilute them. Crucially, these tools do not replace human interaction – they allow it to happen with more intention.

Artificial intelligence has emerged as a quiet but powerful assistant. Used responsibly, AI helps financial advisers compare complex policy wordings,

identify anomalies, and simplify key changes for clients in ways that build trust. The profession is discovering that technology enhances advice when it supports judgement rather than attempting to substitute for it.

The most sustainable model is one where automation manages routine tasks, while humans guide life decisions. Clients do not want less human contact. They want more meaningful contact – engagement that is not rushed, distracted, or consumed by administration.

The risk of standing still

Looking ahead to 2026, the greatest risk for financial advisers is not technology itself but rather the failure to embrace it. Competitiveness is increasingly defined by efficiency, responsiveness, and the ability to integrate digital capability into a personal relationship.

The profession is already seeing consolidation as digitally enabled practices scale their operations and acquire more traditional firms. Those who remain “in the middle” – too traditional to differentiate on service, too small to compete on price – face mounting pressure. Growing regulatory and compliance requirements add additional strain for businesses without the systems to manage them effectively.

Digital adoption is no longer a nice-to-have; it’s essential for sustainability. But adoption alone is not enough. It must be paired with a clear value proposition and a commitment to delivering advice that clients cannot replicate through online search or self-service tools.

Looking ahead

As the profession steps into another year shaped by change, the FIA’s commitment is to remain a trusted partner – a community that shares insights, advocates for its members, and helps them navigate both opportunity and risk with confidence.

This includes equipping members with knowledge, strengthening technical capabilities through online training, and ensuring regulation acknowledges the critical role financial advisers play. The association is also investing in market intelligence tools that will help members make more informed, data-driven decisions that benefit the clients they serve.

As the festive season approaches, it’s worth taking a moment to reflect on the work done this year in strengthening both financial resilience and client wellbeing. These two priorities will only grow more interconnected. The year ahead will demand adaptability, digital fluency, and a renewed emphasis on human connection.

May the festive season be a time to rest and recharge. And may the next quarter-century of this profession continue to be defined by purpose, innovation, and service – helping South Africans live well today while protecting the futures they are working towards.

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