Building trust and breaking barriers 

A conversation with Elke Brink, Financial Advisor at PSG Wealth 

In a profession often associated with grey suits and long-established reputations, Elke Brink has carved her own path, one defined by technical expertise, empathy, and a clear vision for the future of financial advice. 

As a wealth advisor at PSG Financial Services and one of the youngest Certified Financial Planners (CFPs) in her field, she is part of a new generation reshaping perceptions of financial planning in South Africa. 

A career path shaped by family and curiosity – Elke’s introduction to the world of finance came early. “Both of my parents moved into the industry when I was still a child,” she recalls. “Eventually, my brother also joined the business. But for a long time, I wanted to become a vet.” That changed during her studies when a lecture by PSG founder Jannie Mouton sparked her interest in investments. “I switched from accounting to investment management in my second year, and I haven’t looked back since. I love the variability, every week is different, and I get to meet and work with so many different people.” 

The value of holistic knowledge – Completing the CFP designation was a turning point for Brink, equipping her with a comprehensive understanding of the many facets of financial planning, from estate planning and risk management to ethics and legislation. “It really pulls everything together,” she says. “Even though I now focus more on investments, having that bigger-picture understanding is invaluable.” 

Interestingly, she notes that while clients may not always focus on the letters behind an advisor’s name, the trust and peace of mind those qualifications bring are significant. “Clients often ask about my background and qualifications,” Elke explains. “It reassures them that their advice is coming from someone well-equipped to navigate complex financial decisions.” 

Overcoming perceptions and building trust – Starting her career young presented unique challenges. Convincing older clients to entrust their finances to someone fresh out of university wasn’t always easy. “In the beginning, it was about proving myself through research and technical skill,” she says. “But over time, I realised many clients, especially those approaching retirement, actually value having a younger advisor who will journey with them for decades.” 

Elke also highlights the positive role her gender has played in her career. “I’ve often found that couples, particularly older ones, appreciate having a female advisor. Statistically, women live longer than men, so they see value in knowing I’ll likely continue supporting the surviving spouse. I also think women often bring a different level of empathy to financial conversations, especially when it comes to holistic family planning.” 

The evolving role of young advisors – Reflecting on how the industry has changed in her decade of experience, Elke points to greater acceptance of young professionals in senior roles. “When I started, people expected financial advisors to have decades of experience before they were trusted. Today, young people are exposed to more information, more quickly. It’s about what you deliver and how you show up, actions matter more than age.” 

Personal brand-building, she adds, is essential for long-term success. “Your reputation grows over time, through consistency, media contributions, and client referrals. It’s not something you can rush, but it’s worth the investment.” 

The excitement, and responsibility of financial planning – For Elke, the most rewarding part of her work is its constant evolution. “The markets change, tax laws change, products change, you’re always solving new problems,” she says. “Every client has a different story, and you have to understand the emotional side of money as much as the technical side.” 

That personal connection is what drives her. “When someone entrusts you with everything they have, it’s both an honour and a huge responsibility. It motivates me to keep learning and to always give my best advice.” 

Advice for the next generation – Elke’s message to aspiring financial planners is clear: start early, focus on the right clients, and never stop learning. “Building your book is critical and so is building it with clients you actually want to work with over the long term. It’s not about chopping and changing; it’s about growing together.” 

Continuous learning, she believes, is what earns client confidence. “Be curious about markets and the economy from day one. Clients feel safe when you can clearly explain why you’re recommending something, or why you’re not.” 

For Elke, financial planning is more than a profession, it’s an opportunity to build something lasting. “Few careers give you the chance to grow a business with annuity income, where you can walk a decades-long journey with your clients,” she reflects.  

“That’s what keeps me excited about the work I do, and grateful for the opportunities this industry offers.”