How to find a financial planner who aligns with your values

Published on 3rd September, 2025 at 02:13 pm

There are thousands of financial planners in South Africa, and finding one you trust may seem daunting. These questions can help you find someone suited to you.

Reading time: 3 minutes

In this article, you will learn:

• What questions to ask a financial planner.
• How you can choose a financial planner.

It’s possible to manage your own finances, do research, have the willingness to do the admin, and level-headedness when markets boom or bust. Most of us will do better with a financial go-to person. Find one who suits you by asking these questions.

Ask: Are you licenced?

Your financial planner or firm must be licensed by the Financial Sector Conduct Authority. Ideally use a planner who belongs to a professional body like the Financial Planning Institute, which disciplines members who breach its code of ethics.

Ask: Are you independent or tied to a financial institution?

Big life cover companies and banks employ tied agents; while they may offer a full financial plan, any products recommended will be from that company or those approved by it.

Independent advisers aren’t bound to certain products. Ask which companies a financial planner works with and why. Many independent financial planners use a discretionary investment manager, some manage their own investments.

Ask: How are you qualified to deal with my situation?

If your financial affairs are complicated, look for a planner with expertise in, for example, business ownership, offshore investments or tax. Some planners are specialised in tax, estate planning or investments; others outsource to experts including specialist short-term insurance or medical-scheme brokers.

Ask: Do I need to have a certain amount invested?

Some financial planners will only take you on when you have built up some savings. Some give initial advice and recommend you set up your own investments.

Ask: What services do you offer?

Ask if your planner will do a full financial plan. Think about the goals you want to reach and ask how these can be included. If you’re not good at managing money, ask if they’ll help with a budget.
Check how often you’ll meet, how often your investments will be reviewed, whether you can call at any time if you have a life event, and what services you can expect. Ask where you’ll meet, as you may not wish to share private information in a coffee shop if they don’t have an office. See if the financial planner would be comfortable including your loved ones in financial discussions, if necessary.

Ask: How do you charge?

Tied financial planners typically earn commission from life policies and investments. Independent financial planners typically charge a fee for an initial plan and an ongoing fee on your investments. A few financial planners charge a professional fee per hour, but check how much work your financial plan and its ongoing maintenance will entail.

Read more: My financial planner is free – so what’s the catch?

Ask: Can I trust you?

You can ask for references, read their articles or listen to their interviews, but your best bet is often a free initial consultation with the planner: a free ‘chemistry check’. Look for a sense of comfort that you can work with the financial planner, that they have a philosophy and repeatable process that won’t lose you money, says independent adviser Barry O’Mahony.

Ask: Do we speak the same language, figuratively speaking?

Check if the financial planner speaks your language (not literally, but if how they talk resonates with you), and either shares or has empathy with your circumstances and your community. If you have special needs such as for shariah-compliant investments or those with an environmental focus, check that your financial planner can accommodate these.

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Book an appointment with a Sanlam financial planner to find an expert who suits you, plus you’ll earn tier points.