Nonhlanhla Nxele, CFP®, CEO, Esteemed Financial Solutions & Esteemed Learning Academy
When I look back at my journey in financial services, I’m reminded of the many highs, lows, and everything in between. I’ve been in this industry for over 16 years now, and each step has shaped me into the professional I am today.
From starting as a financial advisor at Liberty in 2008 to leading Esteemed Financial Solutions & Esteemed Learning Academy, it’s been a journey filled with lessons, growth, and most importantly, a passion for empowering others.
It all started when I joined Liberty. I worked hard to build my profile and was fortunate enough to become Financial Advisor of the Year in my branch. Later, I joined Investec Asset Management (now Ninety One) to gain more investment experience. Eventually, Liberty called me back to work in their head office, this time advising their employees. Throughout these years, I received several awards, including Financial Advisor of the Month and the overall Financial Advisor of the Year.
But it wasn’t just about the awards for me. It was about the connections I made and the communities I served. In 2014, I took a leap of faith and registered my own company. At first, it was called Tokoloho Financial Services, but as time passed and COVID-19 changed how we communicated with clients, I realised that the name needed to resonate better with the market. That’s when I rebranded it as Esteemed Financial Solutions, and I’ve been blessed to see how well it’s been received.
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Curate Investments (Pty) Ltd is an authorised financial services provider (FSP No. 53549). Registration number 2023/747232/07.
In 2021, after some encouragement from Rob McDonald, a facilitator from ASISA program, I decided to pursue the Certified Financial Planner (CFP) designation. Rob’s words stuck with me: “Noni, go for it. You’ve got all the credentials and qualifications.” When I applied, they actually exempted me because of my experience and knowledge, which was such an honor. But my journey wasn’t without its challenges. The week I was supposed to write my board exam, my older sister passed away. It was an incredibly difficult time for me, and I wasn’t able to focus. I’m grateful to the FPI for their support, as they allowed me to rewrite the exam later that year. I dedicated my success to my sister—she knew how much I wanted this designation, and I carry it with pride every day.
Earning my CFP designation was a defining moment for me. It symbolises my commitment to professionalism, integrity, and excellence in financial planning. In this industry, trust is everything, and having that designation gives my clients confidence in the advice I provide. It’s not just a title—it’s a reflection of my journey, my dedication, and the values I uphold.
The road to becoming a CFP wasn’t easy. In the early stages, I failed two modules of my postgraduate diploma in financial planning because I lacked the experience needed to succeed. It was discouraging, but instead of giving up, I decided to gain practical experience and return to finish what I started. And I did. Years later, with more knowledge and experience under my belt, I passed.
One of the proudest moments of my career was receiving the “It Starts With Me” award from the FPI. This award, launched in 2015, recognises CFP professionals who give back through pro bono work, without expecting anything in return. It’s about empowering and educating others, and that’s what drives me. The phrase “It Starts With Me” hits close to home—I was the first in my family to get a degree, the first to start a business, and to see it thriving today is something I take great pride in.
For me, this award isn’t just recognition of my work; it’s a celebration of the journey I’ve been on. It acknowledges the contributions I’ve made to the financial planning industry, especially in the black community of Independent Financial Advisors (IFAs). It’s important for me to showcase the value of this designation and inspire others to pursue it.
As I reflect on my journey, I often think about the advice I’d give to younger financial planners or those working toward their CFP designation. My message is simple: Stay focused and commit to your plan. The journey isn’t easy, and it will test you, especially with the evolving standards and expectations in our profession. But don’t give up. Starting your own practice is tough, and you need to have resilience—what one of my sales managers at Liberty used to call “crocodile skin.” You need to be able to take the hits and keep moving forward. That’s the reality of this industry, and that’s what will ultimately help you succeed.
I love what I do, and every day, I’m grateful for the opportunity to make an impact. My goal now is to continue growing and making a difference, especially within underrepresented communities. I’ve been hearing people say that Financial Planner of the Year is the next milestone for me, and while I feel the pressure, I’m excited about the future. I know that when the time is right, I’ll be ready.
Until then, I’ll keep pushing forward, staying true to my values, and working to uplift others along the way. The journey continues, and I’m enjoying every moment of it.