Insights from past Financial Planner of the Year: Hester van der Merwe

In a compelling discussion with Tony from Cover, Hester van der Merwe, a certified financial planner and past winner of the Financial Planner of the Year award, shares her transformative journey within the financial planning industry. Initially reluctant about entering the field due to its sales-driven reputation, Hester's perspective changed dramatically when she began working alongside a financial planner who genuinely cared for clients. This experience inspired her to pursue postgraduate studies and eventually become a partner at Ultima Financial Planning.

Hester reflects on how the financial planning profession has evolved, emphasising the shift from traditional sales tactics to a more professional, client-centric approach. She discusses the importance of understanding clients as individuals and the need for financial planners to ask the right questions rather than merely provide answers. "Ask, not tell," she notes, captures the essence of effective financial planning.

Recognising the challenges in attracting younger talent to the industry, Hester encourages a nurturing approach to mentorship, emphasising the value of paraplanning roles as entry points for newcomers. She believes that financial planners should embrace their authenticity and focus on building genuine relationships with clients, stating, “The minute you bring your authenticity to the table, clients will appreciate it.” Ultimately, Hester’s insights reflect a commitment to fostering a profession that prioritises empathy, understanding, and lifelong learning, making financial planning a rewarding and impactful career.

Key points

• Hester van der Merwe’s journey in financial planning transformed from skepticism to passion through mentorship and experience.

• The profession has evolved from a sales-driven approach to a focus on client-centric advice and building authentic relationships.

• The importance of asking the right questions and listening to clients to ensure their financial plans remain relevant to their lives.

• Encouragement for younger generations to enter the profession, highlighting paraplanning as a valuable entry point.

• Emphasising the significance of authenticity in establishing trust and connection with clients.