Shaun Ruiters, CEO of PPS Investments
As I mark my first year as the CEO of PPS Investments, I have had the opportunity to reflect on the challenges, successes, and insights gained while leading a company that plays a pivotal role in empowering graduate professionals in South Africa. It has been an incredible journey, and I am excited to share some of the experiences and lessons learned during this time.
What I have enjoyed most about my role at PPS Investments is being part of a business that is 100% aligned and focused on its purpose. At PPS, our mission is to empower graduate professionals to live the lives they aspire to, and this sense of purpose drives everything we do. As a mutual company, PPS is owned by the very people who buy our products and solutions. This unique model creates a strong alignment between the company and its members, making it deeply personal for me.
In an industry that is often shareholder-driven, being part of a company that prioritises the needs of its members has been a breath of fresh air. Our purpose revolves around supporting graduate professionals by providing financial solutions that enable them to navigate their journeys with confidence. This member-centric approach fosters an environment where we constantly strive to develop solutions that genuinely serve our clients’ needs.
Navigating the complexity of product development
One of the biggest challenges and responsibilities as CEO is ensuring that we develop products that address the unique and evolving needs of our members. In the world of investments, product development is not simply about creating a range of options; it’s about understanding our members’ financial journeys, goals, and aspirations on a deep, hyper-personalised level.
At PPS Investments, our product development team plays a critical role in analysing data, identifying trends, and understanding the requirements of our members. For instance, when examining our pre-retirement clients, we can see that many of them are young professionals with up to 40 years before they retire. These clients tend to invest quite aggressively, which is appropriate given their long investment horisons. Our team looks at these trends and tailors investment policy statements that align with the needs and goals of this specific demographic.
We do not stop there; we also engage in meaningful conversations with our intermediary partners to ensure that our products and solutions are relevant and provide real value. Through this collaborative approach, we can design multi-managed solutions that bring together the best strategies and managers in the industry, ultimately offering a “best of breed” approach to our clients.
For our larger intermediary partners, we take things a step further by opening our discretionary fund management (DFM) service. This allows us to analyse their client books and develop even more customised solutions tailored to their clients’ needs. This level of personalisation ensures that the products we offer are not only comprehensive but also directly aligned with the unique requirements of each client.
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Supporting financial advisors in a complex environment
The role of a financial advisor has become increasingly complex in recent years, with changing regulations, evolving client expectations, and a more intricate investment landscape. As PPS Investments, our goal is to support advisors in navigating this complexity, enabling them to deliver the best possible advice and service to their clients.
We understand that good financial advisors do not just sell products; they play a critical role in understanding their clients’ needs, aspirations, and financial goals. However, given the vast array of products and the regulatory environment, it can be overwhelming for even the most seasoned professionals. That is where we step in to assist.
For example, we guide advisors through our product offerings, helping them understand the most suitable options for their clients. We believe that the value proposition of an advisor lies in their ability to truly understand the client—be it in the context of their investment returns, short-term goals like purchasing a home, or long-term objectives such as retirement planning. An advisor’s understanding of a client’s aspirations, risk tolerance, and even their purpose or desire to contribute to causes like education or sustainability can make all the difference in developing a meaningful financial plan.
We offer support through our multi-managed solutions and discretionary fund management services, which allow advisors to focus on their core role of financial planning while still being involved in investment decision-making. This collaborative approach ensures that clients receive the best of both worlds: expert financial planning and access to top-tier investment strategies.
Staying relevant and enhancing knowledge
One of the most pressing questions financial advisors face is how to stay relevant in a rapidly changing industry. Given the complexities of financial planning, investment strategies, and regulatory compliance, it is essential for advisors to continually expand their knowledge and stay informed about the latest developments.
At PPS Investments, we believe that staying relevant starts with a deep understanding of clients’ needs and maintaining a strong knowledge base about market trends, products, and regulatory changes. This is why we encourage advisors to be lifelong learners and to partner with experts who can complement their knowledge.
For instance, with the introduction of regulations such as the Conduct of Financial Institutions (COFI) Act, advisors need to stay informed and adapt their practices to remain compliant. By partnering with a multi-manager like PPS Investments, advisors can access a wealth of resources, insights, and expertise that help them navigate these changes while still providing top-quality advice to their clients.
The key takeaway for advisors is to recognise when to seek support from specialists, whether it’s for investment management, compliance, or understanding emerging trends. This approach not only enhances the advisor’s value proposition but also ensures that clients receive the best possible guidance.
Balancing purpose and financial returns
One of the emerging trends we have noticed is that clients today are looking for more than just financial returns. They want their investments to align with their personal values, whether it is supporting environmental sustainability, education, or social causes. This shift means that advisors must be attuned not only to their clients’ financial goals but also to their purpose-driven aspirations.
For example, if a client is passionate about education, they may want their investments to contribute to educational initiatives while still delivering the desired financial returns. This is where our multi-manager approach and flexible investment solutions can make a real difference. We enable advisors to offer clients investment strategies that meet their financial objectives while also reflecting their values and goals.
As I reflect on my first year as CEO of PPS Investments, I am proud of the strides we have made in supporting graduate professionals, financial advisors, and the broader investment community. Our commitment to understanding our members, delivering personalised solutions, and partnering with advisors ensures that we continue to be a trusted partner in their financial journeys.
For financial advisors looking to stay relevant and excel in this complex environment, the key is to focus on building deep, meaningful relationships with clients, stay informed about market trends, and leverage the expertise of partners like PPS Investments to provide comprehensive and purpose-driven solutions.
It has been an exciting year, and I look forward to continuing this journey of empowering graduate professionals and helping advisors navigate the ever-evolving financial landscape. Together, we can build a future where financial planning not only delivers returns but also aligns with the aspirations and values of those we serve.