AF Consulting

What AF Consulting does

AF Consulting is a privately held, founder-operated HR consultancy registered and operating in South Africa, headquartered by appointment at Hermanus in the Western Cape. The firm delivers human resources, labour law, industrial relations, and recruitment services to small and medium-sized businesses that lack an in-house HR function, with a stated focus on guiding clients through South African employment legislation including the BCEA, LRA, CCMA procedures, and the Protection of Personal Information Act (POPIA).

The product portfolio mixes productized offerings and bespoke engagements. Packaged, publicly priced products include the HR Guardian Human Resources Audit (R5,500, with a 3-month payment plan), a POPIA Compliance service (R3,750), and an HR Monthly Subscription Package (R350/month) that provides direct Q&A access to the founder, two newsletters per month, template access, and a 10% discount on other services. Surrounding these are ad-hoc consulting engagements covering performance management, employee wellness, reward systems, mediation, disciplinary procedures, dispute resolution, recruitment, retrenchment support, coaching, and workshops. Distribution is direct via a Calendly-linked appointment model, a WooCommerce online store, and organic channels including a blog, email newsletters, Facebook, and Instagram.

The business is a solo-practitioner operation under founder and owner Arina Fyfer, who holds formal credentials in Industrial Psychology and Labour Law. A prior assistant, Elodie, resigned in late 2023, and the firm shows no evidence of external investment, holding-company structure, or institutional ownership. The firm is bootstrapped, with publicly listed ZAR pricing, no proprietary technology platform, and operational reach concentrated in the Western Cape region while serving South African SMEs more broadly through remote engagement.

Name

AF Consulting

Legal name

AF Consulting

Website

https://af-consulting.co.za

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

AF Consulting is a South African HR consultancy that provides labour law, industrial relations, recruitment, coaching, and compliance services to small and medium businesses operating without dedicated HR departments, founded and operated by Arina Fyfer from Hermanus, Western Cape.

Ownership category

akta.pro rank

Product category

HR Consulting Services

NAICS

Human Resources Consulting Services (541612), Other Management Consulting Services (541618)

SIC

Services-Management Consulting Services (8742), Services-Employment Agencies (7361)

akta.pro primary industry

Labor Relations & Employment Practice Advisory (BPAHAGAK)

akta.pro secondary industry

Learning, Training & Corporate Education Consulting (BPAHAGAE)

Keywords

• HR consulting services
• Labour law advisory
• Recruitment services
• POPIA compliance
• Industrial relations

Headquarters

HQ city

Cape Town

HQ country

South Africa

HQ region

Africa

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. HR Monthly Subscription Package: Monthly subscription at R350 providing direct Q&A access to Arina Fyfer, two newsletters per month, access to templates (Contracts, Leave Forms), and 10% discount on other products/services.
2. POPIA Compliance: One-time compliance service at R3,750 for businesses to ensure compliance with the Protection of Personal Information Act No. 4 of 2013.
3. HR Guardian Human Resources Audit: Comprehensive HR audit service at R5,500 with optional 3-month payment plan (R2,500/month). Includes action plan, compliance check, and risk mitigation strategies.
4. Consulting Services: Ad-hoc HR consulting including performance management, employee wellness, labour law navigation, industrial relations, dispute resolution, recruitment, retrenchment support, and coaching/workshops.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

AF Consulting provides HR consulting, labour law advisory, and recruitment services to small and medium businesses in South Africa. The company offers a monthly HR subscription, POPIA compliance services, comprehensive HR audits, and ad-hoc consulting covering performance management, industrial relations, dispute resolution, retrenchment support, and coaching/workshops. An online store sells short online courses and HR templates.

Product overview

AF Consulting operates as a service-based HR consulting firm offering a portfolio of advisory, compliance, and audit services. The core offering includes the HR Monthly Subscription Package for ongoing HR guidance, POPIA Compliance services for data protection regulatory alignment, and the HR Guardian Human Resources Audit for comprehensive compliance assessment. Services span human resources management (performance management, employee wellness, reward systems), labour law and industrial relations (mediation, disciplinary services, dispute resolution), recruitment and retrenchment, coaching and workshops, and background/criminal/credit checks. The company also maintains an online store for short online courses. The product portfolio is delivered through direct consulting engagements, workshops, and downloadable digital resources rather than a software platform.

Differentiator

Problem solved

Functional benefit

Products and services

• HR Monthly Subscription Package A monthly subscription service priced at R350 for small business owners without dedicated HR departments. Includes direct Q&A access to Arina Fyfer once per month, two newsletters per month with HR tips and information, access to HR templates (Contracts, Leave Forms, etc.), and a 10% discount on other products and services.
• POPIA Compliance A one-time compliance service priced at R3,750 that guides businesses to ensure processing of personal information related to data subjects is compliant with the Protection of Personal Information Act No. 4 of 2013 (POPIA). For South African businesses seeking POPIA regulatory alignment.
• HR Guardian Human Resources Audit A comprehensive HR audit service priced at R5,500 (or R2,500 per month for a 3-month payment plan). Includes an action plan to protect businesses from CCMA fines, establishment of best practices, legal compliance verification, Health & Safety requirements assessment, and identification of business shortages with corrective strategies.

Quantifiable outcome

• 20 successful placements in 2023 alone (junior to executive level)
• +2 more outcomes

Named customers7 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• PaySpace: Cloud payroll and HR platform dominant in the South African SMB market. Represents a technology-enabled substitute for parts of AF Consulting's HR and compliance workflow, particularly the HR audit and POPIA compliance services.
• Sage HR (Sage South Africa): Global HR/payroll software provider with a large South African SMB footprint. Bundled policy templates and self-serve tools substitute for the advisory and audit work that anchors AF Consulting's revenue.
• Adcorp Holdings: Large South African staffing, recruitment, and HR services group listed on the JSE. A broad incumbent offering recruitment, workforce solutions, and HR advisory — competes for the recruitment leg of AF Consulting's business at much larger scale.
• Workforce Staffing Solutions: Established South African staffing and recruitment group providing temporary, permanent, and HR support services. Overlaps with AF Consulting's recruitment placement work at significantly larger scale.

Emerging players

• Simply HR: South African HR advisory firm providing outsourced HR support, policies, and compliance for smaller employers — closely comparable boutique peer to AF Consulting in target segment and service scope.

Direct peers

• HR Torque: South African HR consultancy offering outsourced HR, labour relations, and compliance services to small and mid-sized employers — operates in the same niche as AF Consulting with a comparable SMB service catalogue.
• Curo HR: South African HR outsourcing and consulting firm serving SMBs across multiple provinces with payroll, labour law, and HR advisory — directly comparable in target market, service mix, and price-tier to AF Consulting.
• LabourNet: South African labour-law and HR advisory firm providing CCMA representation, dispute resolution, and HR consulting to employers — closely overlaps AF Consulting's labour-law and industrial-relations offerings.

Regional players

• Tokiso Dispute Settlement: South African dispute resolution and labour-relations specialist serving employers in CCMA and bargaining-council matters — comparable to AF Consulting's industrial-relations and dispute-resolution practice.
• 21st Century Payroll: South African payroll bureau and HR administration provider serving SMBs. Adjacent competitor for compliance and HR administration work that AF Consulting performs under its HR Audit offering.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/afconsult.info
• Instagraminstagram.com/arinafyferconsulting
• LinkedInlinkedin.com/company/af-consulting-hr

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 AF Consulting