Tony van Niekerk, COVER
The financial planning landscape in South Africa is undergoing a powerful transformation, one that redefines advice as a life-changing journey rather than a mere transaction.
At the heart of this evolution is Momentum Financial Planning (MFP), where the focus on professionalism, client-centricity, and purposeful advice is taking centre stage.
In a recent round table conversation with Aldert Brink, CEO of Momentum Financial Planning, and Sonja Steyn, Strategic Head of Wealth Management, Financial Planning & Advice at Momentum Advice, I explored how the organisation is leading this change and shaping the future of financial advice.
From product to purpose – Aldert Brink begins by highlighting the foundational purpose that underpins MFP: “We build and protect the financial dreams of our clients.” It’s a compelling mission that moves beyond product sales and places the client’s life journey at the centre of the advice process.
While Momentum Financial Planning is technically a “tied agency”, Aldert is quick to point out that the real value lies in how deeply its advisers engage with clients. “We’re the closest extension of the Momentum Group to the client. We sit in the trenches, understanding real needs and delivering personalised solutions.”
This shift from traditional product pushing to a client-first ethos marks a significant evolution in the financial services industry, one that has taken decades to mature. “Thirty years ago,” Aldert recalls, “the business was built on hard sales strategies. Today, it’s about education, empathy, and long-term relationships.”
Financial advice as a coaching profession – A key theme from the discussion was the idea of financial advice as a form of coaching. “Today’s adviser must be highly educated, emotionally intelligent, and able to have uncomfortable but necessary conversations,” Aldert explains. “They’re not just selling; they’re guiding clients through complex and often emotional life decisions.”
This is particularly vital in an industry where clients often don’t actively seek advice until prompted by life events. “We still need to sell the value of advice itself,” he says. “But once the relationship is built, the conversation becomes transformational.”
Attracting the right talent – When it comes to building the next generation of advisers, Momentum is intentional about attracting individuals with a sense of purpose. “We need younger, more diverse talent,” Aldert says. “And the good news is we’re seeing passionate young professionals, some starting fresh, others changing careers, who genuinely want to make a difference in people’s lives.”
Momentum supports these individuals by providing the training, structure, and mentorship needed to become true professionals. It’s not just about licensing or compliance; it’s about competence and care.
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Momentum Wealth International Limited is licensed by the Guernsey Financial Services Commission to conduct Investment Business. Momentum Wealth International Limited is an authorised Financial Services Provider pursuant to the Financial Advisory and Intermediary Services Act No. 37 of 2002 in South Africa. Momentum Investments is part of Momentum Metropolitan Life Limited, an authorised financial services (FSP6406) and registered credit (NCRCP173) provider.
Redefining success in financial advice – Aldert shared a key insight into how MFP measures success, not just in business terms, but in terms of impact. “We use a concept called MAPS; life maps that cover wealth, health, and financial wellness. A successful adviser is someone who helps clients develop comprehensive plans across these areas.”
This reflects the transition from a narrow product focus to holistic financial planning. “It’s about uncovering the client’s needs and delivering advice that results in long-term value, not just a short-term sale,” Aldert adds.
Sonja Steyn builds on this, emphasising a crucial distinction: “We believe in ‘sales through advice’, not the other way around. Advice must lead, and sales should follow.”
Human touch in a digital world – While technology continues to reshape the way clients engage with financial services, both Aldert and Sonja insist that human connection remains irreplaceable.
“We must continuously adapt to how people consume content,” says Aldert. “Yes, technology changes, from newspapers to smartphones to what might come next, but the client’s fundamental needs remain. We need to meet them where they are, not where we think they should be.”
Sonja echoes this sentiment: “Artificial Intelligence is here to stay, and it’s a powerful tool, but it can never replace human judgment, empathy, or understanding. It’s a partner, not a threat.”
She adds that success in today’s environment comes from blending technology with behavioural insight. “We use data and digital tools to better understand our clients’ behaviours, like money scripts, risk biases, and emotional drivers, and then coach them accordingly.”
Outcome-based advice and the rise of behavioural coaching – Momentum’s approach to outcome-based advice is a cornerstone of their value proposition. “It’s not just about a single decision,” Sonja explains. “We look at the client’s entire financial journey, what outcomes they want to achieve, and build plans around those outcomes.”
This philosophy has led Momentum to embed behavioural finance into its advice model. “Our advisers are being trained in behavioural coaching,” she says, “and this year we’re launching the Certified Behavioural Advisor designation to formalise that skill set.”
Sonja sees this as vital to modern professionalism: “True financial advisers must understand the whole person, not just their balance sheet. Competence, emotional intelligence, and structured processes are essential.”
Empowering practices, not just individuals – Momentum’s support extends beyond the individual adviser to the advisory practice itself. “Running an advice-led business is very different from selling products,” Sonja notes. “We equip our advisers with frameworks, philosophies, and strategies, especially in areas like wealth management, so they can articulate their value and manage their businesses effectively.”
Compliance, too, is streamlined through embedded processes. “With new regulation like COFI shifting the burden onto the business, we’ve ensured that compliance is built into our systems. That way, advisers can focus on advice, not paperwork.”
The final 30 centimetres – Perhaps the most powerful moment in our discussion came when Sonja distilled Momentum’s unique advantage into a single metaphor: “We talk about bridging the 30 centimetres from your head to your heart.”
She elaborates: “Advice must start with deep expertise, yes. But it must reach the client’s heart. What does it mean to them? How will it change their life? That’s where real connection, and real transformation, happens.”
As the financial advice industry continues to evolve, Momentum Financial Planning is focused on blending purpose with professionalism, and technology with the human touch.
For clients, it means deeper relationships and more meaningful outcomes. For advisers, it means a fulfilling career built on trust, impact, and ongoing development.
As Aldert concludes, “Our business is built on people helping people, building and protecting their financial dreams, one client at a time.”