Tony van Niekerk, COVER in conversation with Johan Minnie, CEO Consult by Momentum
In an industry where legacy and innovation must work hand in hand, few leaders embody this balance as clearly as Johan Minnie, the newly appointed CEO of Consult by Momentum.
I recently had the pleasure of reconnecting with Johan, a long-time industry leader and respected voice in financial services, to learn more about his journey, his vision for Consult, and what energises him as he steps into this next chapter.
A purpose-driven decision – Johan’s decision to take on the leadership of Consult by Momentum wasn’t made lightly. “To be honest, I initially suspended judgment,” he told me. “I was hearing different things from different people, but I wanted to make up my own mind.” What ultimately drew him in was the potential he saw in the business, a company that, in his view, has both scale and heart.
“Consult is a business that stands tall in the South African market,” Johan explained. “With 420 financial advisers and the backing of the Momentum Group, it’s well-positioned to make a tangible difference in a country that desperately needs professional, quality advice. I only wish we had 4,200 advisers, because what they do, especially in engaging with clients around the moments in their lives, is critical.”
A journey rooted in transformation – Johan’s career journey is a rich tapestry woven with legal expertise, strategic leadership, and a passion for enabling people. Born in the small Eastern Cape town of Burgersdorp, Johan later moved to KwaZulu-Natal where he grew up, a self-described “banana boy” and loyal Stormers rugby supporter (unless they’re playing the Sharks, he jokes).
He studied law and later earned an honours degree in investment and corporate finance management, eventually specialising in international tax and trust law. His entrance into the financial services industry began in the mid-1990s with Fit Life as a broker consultant. But it was his time at Liberty that truly shaped his leadership style and strategic vision.
Joining Liberty as a legal adviser in 1997, Johan moved through the ranks, leading legal and training divisions, eventually heading up national sales and distribution. His tenure at Liberty also saw him play a crucial role in a major turnaround strategy during a time of significant policyholder attrition. That experience, he says, honed his appreciation for teamwork, decisive execution, and client-centered innovation.
“I was fortunate to be part of a group tasked with turning the company around,” he reflected. “We had the right people, the right focus, and the will to innovate. That period from 2011 to 2017 was incredibly rewarding.”
He would go on to serve as Liberty’s Head of Bancassurance and a member of the executive team, working closely with Standard Bank. In late 2023, he stepped away to reflect, consult, and reconnect, with himself and his family.
A time for reconnection – Johan’s sabbatical came at a formative time in his life. “I was able to take my daughter to her matric exams, spend meaningful time with my family, and consult with businesses across the industry. It was eye-opening,” he shared.
Now, as a father of four, ranging from a 22-year-old Padel coach to a teenager still in grade nine, and partner to Alicia, Johan enters this new role with a renewed sense of purpose and balance. His personal and professional paths are aligned in ways that he feels are both serendipitous and strategic.
A vision for Consult’s future – So, what excites Johan most about leading Consult by Momentum? “It’s the scale and quality of the business—and the fact that the market has noticed,” he says. “We’re being seen as a serious competitor. And that visibility means it’s time to level up.”
Johan sees Consult not only as an independent advice powerhouse, but also as a platform for grooming the next generation of financial advisers. “We’ve got R50 billion in assets under management. With the right focus, that can become R100 billion far quicker than it took to get to 50.”
But it’s not just about growth for growth’s sake. He’s passionate about wealth management, particularly for high-income and high-net-worth clients. “It’s about accumulation, protection, and preservation of wealth. We need to evolve from being just an advice business to a fully-fledged private wealth partner.”
Crucially, Johan is excited about the independence Consult offers. “After years in a product provider business, I now find myself heading a brokerage with access to 131 different product providers. That means our advisers can truly find the best solutions for their clients.”
Leading with intention and balance – Johan may be heading a large and complex business, but his approach to leadership is grounded and human. “I’m an introvert by nature,” he told me, “which surprises people. But it means I value reflection and recharging.”
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Consult by Momentum, registered as Momentum Consult (Pty) Ltd is an authorised financial services provider (FSP 5503), a subsidiary of Momentum Metropolitan Strategic Investments ( Pty) Ltd, and rated B-BBEE level 1.
He begins each day with gratitude and mindfulness, but he’s also quick to acknowledge the value of good company, a glass of red wine, and the occasional laughter-filled conversation with friends. “We take our work seriously, but we can’t take ourselves too seriously. Joy and creativity go hand-in-hand.”
He doesn’t pretend to have all the answers. “The best solutions often come from others. My job is to create the space where those ideas can emerge and thrive.”
Johan Minnie brings to Consult not only a wealth of experience but also a deep-seated belief in the transformative power of financial advice. As South Africa navigates economic uncertainty, regulatory shifts, and growing advice needs, his leadership comes at a pivotal time.
With a clear vision, a human touch, and an unwavering belief in the future of holistic financial advice, Johan is ready to help Consult shape a new chapter, one defined by integrity, impact, and inclusive growth.