National Debt Advisors

Name

National Debt Advisors

Legal name

National Debt Advisors (Pty) Ltd

Website

https://nationaldebtadvisors.co.za

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

101–250 employees

Short description

National Debt Advisors is a Cape Town-based, NCR-registered South African debt counselling firm offering statutory debt review and related debt relief services to over-indebted consumers nationwide via remote phone, WhatsApp, and online channels.

Ownership category

akta.pro rank

Product category

Debt Counselling Services

NAICS

Activities Related to Credit Intermediation (5223)

SIC

Finance Services (6199)

akta.pro primary industry

Credit Counseling & Debt Management Plans (DMP) (FSAKAJAH)

akta.pro secondary industry

Fee-Only Advisory (FSAEAAAL)

Keywords

• Debt counselling services
• Debt review services
• Consumer debt relief
• Debt mediation services
• Financial advisory services

Headquarters

HQ city

Cape Town

HQ country

South Africa

HQ region

Africa

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Debt Review and Counselling Fees: Fees for debt counselling and debt review services are prescribed and capped in terms of the National Credit Act and the fee guidelines endorsed by the National Credit Regulator. Applicable fees include an application fee, an administration fee, a once-off restructuring fee, legal fees associated with court applications, and a monthly aftercare fee. All fees are disclosed in writing before a client commits to debt review. Debt Counsellors may not collect or hold monthly repayments; these are paid to and distributed by an NCR-approved Payment Distribution Agency.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

National Debt Advisors is an NCR-registered debt counselling firm that helps over-indebted South African consumers restructure their debt through the statutory Debt Review process under the National Credit Act. Services include debt counselling assessments, negotiation with creditors, consolidation of multiple debts into a single affordable monthly payment, protection from repossession, and ongoing aftercare until the client is debt-free. The firm operates a remote-first model serving clients nationally via phone, WhatsApp, email, and an online client portal (Hyphen).

Product overview

National Debt Advisors (NDA) is a debt counselling firm offering a unified suite of debt relief services in South Africa, centered on the statutory Debt Review process under the National Credit Act. The core product is Debt Review, supported by Debt Counselling as the assessment and guidance component. Additional services include Debt Consolidation, Debt Management, Debt Mediation, Debt Rescue, Budget Planner (free online tool), Online Client Portal, and specialized offerings for Blacklisted consumers and Reckless Lending cases. The company does not offer loans; it provides advisory and negotiation services to help consumers restructure and eliminate debt.

Differentiator

Problem solved

Functional benefit

Products and services

• Debt Review

Quantifiable outcome

• Reduce monthly debt repayments by up to 50%
• +4 more outcomes

Named customers13 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• National Credit Regulator (NCR)coreOthersNDA is registered with the National Credit Regulator under registration number NCRDC2351/3026. The NCR registers and regulates debt counsellors, sets fee guidelines, ensures compliance with the National Credit Act, and provides a complaints process. This is the primary regulatory relationship that enables NDA to legally offer debt counselling and debt review services in South Africa.
• Debt Counsellors Association of South Africa (DCASA)minorOthersNDA holds an associated membership with DCASA. DCASA is a professional body that promotes best practice, training, and consumer protection among registered debt counsellors in South Africa. Sebastien Alexanderson, NDA's head, is listed as a member on the DCASA directory.
• Creditors (Banks, Retailers, Loan Providers)coreStrategic or Co-development PartnerNDA negotiates with credit providers including ABSA, African Bank, Bayport, Capfin, Capitec, Edgars, Finbond, FNB, Game, Home Choice, MRP, Old Mutual, Rage, RCS, Standard Bank, TFG, Truworths, WesBank, and Wonga. NDA engages with these creditors to reduce monthly instalments, extend repayment terms, and potentially reduce interest rates for clients under debt review.
• Payment Distribution Agency (PDA)coreStrategic or Co-development PartnerNDA works with NCR-approved Payment Distribution Agencies (PDAs) that collect a single monthly payment from the consumer under debt review and distribute it to the relevant credit providers. By law, debt counsellors may not collect or hold monthly repayments; these are paid to and distributed by the PDA.
• Credit BureauxcoreStrategic or Co-development PartnerNDA works with registered credit bureaux to obtain consumers' credit profiles, assess over-indebtedness, and record debt review status as required by the National Credit Act. Credit bureaux receive updates on a consumer's debt review status and clearance upon completion.
• Breadline AfricaminorOthersNDA's CEO Sebastien Alexanderson partnered with NGO Breadline Africa through his restaurant Bamboo to support a feeding initiative. What started as a programme for the poorest households began serving middle and upper income families whose salaries had been cut or wiped out, reflecting NDA's awareness of the breadth of financial distress in South Africa.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• DebtBusters: One of the largest and most established NCR-registered debt counselling firms in South Africa. Offers the same statutory debt review process under the National Credit Act and competes head-to-head with NDA for the same over-indebted consumer segment.
• Debt Rescue: South African NCR-registered debt counselling firm offering debt review, debt mediation, and related consumer debt solutions. Competes directly with NDA in the same regulatory framework with the same product set.
• JustMoney: South African financial guidance and debt counselling platform providing consumer debt advice and comparison services. Targets the same over-indebted middle-income segment with similar online-first delivery.
• MyBudget: South African budgeting and debt management service that helps consumers consolidate and manage debt repayments. Closely comparable business model in the consumer debt management space, though more budget-coaching oriented.

Emerging players

• FinCheck: South African financial services comparison platform providing consumers with visibility into credit, insurance, and debt-related products. An emerging digital player in adjacent consumer financial services, with partial overlap in the over-indebted consumer journey.
• Bayport Financial Services: South African personal loans and credit provider serving middle-income consumers. Listed as a creditor NDA negotiates with; an emerging player in adjacent consumer credit with thematic overlap.

Broad incumbents

• Old Mutual Finance: Large South African financial services group offering credit, lending, and adjacent financial wellness products. A broad incumbent that overlaps with NDA at the consumer-credit edge and could expand into debt counselling services.
• African Bank: South African retail bank serving mass-market consumers with credit products. Listed as a creditor NDA negotiates with, but also a potential broad incumbent that could vertically integrate debt counselling services.
• Capitec: Largest digital retail bank in South Africa by customers, serving the same mass-market and middle-income segment NDA addresses. As a creditor of NDA clients, it sits at the other side of the debt review negotiation table.
• Sanlam Personal Loans: Large South African financial services group offering personal loans, credit, and wealth products. A broad incumbent in the consumer credit market whose customers frequently become candidates for debt review services.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/NationalDebtAdv
• YouTubeyoutube.com/@NationalDebtAdvisorsCapeTown
• Facebookfacebook.com/nationaldebtadvisors
• LinkedInlinkedin.com/company/national-debt-advisors-nda
• Instagraminstagram.com/nationaldebtadvisors
• TikToktiktok.com/@nationaldebtadvisors

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about National Debt Advisors