What Adviceworx does

Adviceworx is a South African advice-led financial services business that delivers professional financial planning and investment management to individual clients seeking to grow, preserve and transition wealth (retirement, estate, investment and protection planning). It operates from a head office in Sandhurst, Johannesburg, and a physical branch network of roughly 22+ offices and satellite sites spanning six provinces (Eastern Cape, Free State, Gauteng, KwaZulu-Natal, Mpumalanga and Western Cape). The firm serves clients through a network of independent, FAIS-accredited financial planning partners who are accredited to FAIS Fit and Proper standards, with a multi-disciplined team (CIO, portfolio managers, investment analysts) supporting partner-level advisors.

The product surface is organised around three codified pillars: Advice Solutions (flexible advisory engagements, from initial planning to ongoing advice and management), the Endorsed Advice Programme (a structured methodology combining endorsed financial plans, approved product providers and ongoing reviews), and an Integrated Advice & Investment Approach that links planning decisions to asset allocation, fund/stock selection, portfolio construction and ongoing portfolio management. Curated Wealth operates as an independently managed wealth-management division authorised under the Adviceworx Advisory (FSP33002) licence. The firm also deploys a white-labelled electronic-signature application (QuicklySign, branded Adviceworx Secure eSign) for advisor–client documentation.

Commercially, Adviceworx operates a fee-based professional services model with a transparent, flexible Fee Philosophy offering initial planning and/or ongoing advice and management engagements; pricing is not publicly disclosed. Adviceworx is structured as two private limited companies under South African law — Adviceworx (Pty) Ltd (FSP44914) and Adviceworx Advisory (Pty) Ltd (FSP33002) — both operating within the Old Mutual Group ecosystem (parent: Old Mutual Group, a diversified conglomerate). Go-to-market is sales-led and relationship-driven, distributed through the in-person financial planning partner network rather than digital channels; supporting demand generation consists of content marketing (LinkedIn, weekly Investment Weekly commentary, Quarterly Investment Outlook and educational blog articles).

Name

Adviceworx

Legal name

Adviceworx (Pty) Ltd

Website

https://adviceworx.co.za

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

101–250 employees

Short description

Adviceworx is a South African advice-led financial services firm that delivers professional financial planning, retirement, estate and investment management services to individual clients across six provinces, through a network of FAIS-accredited financial planning partners under the Old Mutual Group umbrella.

Ownership category

akta.pro rank

Product category

Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (523940), Management Consulting Services (54161)

SIC

Investment Advice (6282)

akta.pro primary industry

Financial Planning–Led RIAs (FSAAACAB)

akta.pro secondary industries

Financial Coaching & Budgeting Advisory (FSAEAAAH), Financial Planning & Goals-Based Advice (Mass Affluent) (FSAAAAAF)

Keywords

• Financial advisory services
• Wealth management
• Financial planning
• Investment management
• Retirement planning

Headquarters

HQ city

Johannesburg

HQ country

South Africa

HQ region

Africa

Offices23 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Financial Advisory Services: Adviceworx generates revenue through professional financial advisory services. The company operates on a fee-based model with transparent and flexible pricing structures. The fee philosophy emphasizes building long-term client relationships with options for initial planning or ongoing advice and management, or a combination of both.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Adviceworx is a financial advice business assisting clients in growing and preserving their wealth through fact-based, scientific financial planning and investment management. The company operates a network of independent, FAIS-accredited financial planning partners across South Africa, delivering an integrated advice and investment approach that aligns investment management with the financial planning process.

Product overview

Adviceworx is a financial advice business that operates as a unified platform offering professional financial planning and wealth management services. The core offering includes Advice Solutions (flexible advisory solutions), the Endorsed Advice program (a structured financial planning methodology), and an Integrated Advice & Investment Approach (scientific advisory process). The company also operates Curated Wealth as an independently managed sub-brand. Services span financial planning, retirement planning, estate planning, investment management, and protection planning, delivered through a network of financial planning partners across South Africa.

Differentiator

Problem solved

Functional benefit

Products and services

• Adviceworx Financial Advice Core financial advice offering for individual clients seeking to grow and preserve wealth through fact-based, scientific financial planning and investment management.
• Advice Solutions Flexible advisory solutions offering four distinct options based on the complexity of financial planning needs, including initial planning and ongoing advice and management.
• Endorsed Advice A multi-disciplined financial planning program that provides endorsed financial plans, endorsed product providers, and ongoing communication and reviews to improve likelihood of client success.
• Integrated Advice and Investment Approach A scientific advisory process combining client objectives, asset allocation, fund/stock selection, portfolio construction, and ongoing portfolio management to achieve predictable financial outcomes.
• Curated Wealth An independently managed division of Adviceworx providing specialized wealth management services with representatives authorised under the Adviceworx Advisory licence.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• QuicklySignminorOEM/ Whitelabel/ Licensing PartnerQuicklySign provides Adviceworx with a white-labeled eSign application (Adviceworx Secure eSign) as per contractual agreement. The application facilitates signing of documents between Adviceworx, its representatives and clients.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Direct peers

• Sygnia: South African investment management and wealth advisory business listed on the JSE, offering financial planning, retirement and investment solutions. Comparable on the integrated advice plus in-house investment management proposition.
• Discovery Financial Advisors: Discovery Group's financial advice arm, providing financial planning and wealth management to individuals, often integrated with Discovery's broader health and life ecosystem. Comparable advice-led offering with similar mass-affluent and HNW segmentation.
• PSG Wealth: Wealth management division of PSG Group in South Africa, providing financial planning, investment and stockbroking services through advisor-led channels. Comparable as a mid-to-large independent advice and investment network.
• Allan Gray: A leading South African investment management and financial advisory firm focused on long-term, fact-based advice with proprietary investment portfolios. Directly comparable on the integrated advice + in-house investment management model.
• Momentum Wealth: South African financial advice and wealth management business (part of Momentum Metropolitan) operating through a national advisor network offering financial planning, investments and retirement products. Comparable in network-driven distribution and target market.

Broad incumbents

• Sanlam: One of South Africa's largest financial services groups offering financial advice, investment management, retirement and insurance through independent advisor networks. Directly comparable as a broad-incumbent advice-led competitor within the same regulatory regime.
• Liberty (Standard Bank Group): South African life insurer and wealth manager within Standard Bank Group, offering financial advice and investment products through an advisor network. Comparable as a broad incumbent offering both insurance and wealth advice.
• Old Mutual Wealth: The wealth and advisory arm of Old Mutual Group, Adviceworx's parent. Operates a much larger directly-owned advisor network across South Africa with similar financial planning and investment management offerings, making it the closest large-scale reference point for Adviceworx's go-to-market.

Emerging players

• Wealthsimple: Digital-first wealth manager offering automated and hybrid financial planning and investment management. Relevant as a comparator for the long-term digital disruption risk Adviceworx faces, even though it does not currently compete directly in Adviceworx's South African segment.
• Ninety One: South African-headquartered global asset manager (formerly Investec Asset Management) providing investment solutions and some advisory services. Comparable on the in-house investment capability underpinning Adviceworx's portfolio construction.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/adviceworx
• Facebookfacebook.com/Adviceworx-Nelspruit-116975100217824

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Adviceworx