Equipping Financial
Advisors of Distinction.

We exist to equip, support & encourage financial advisors along their professional journey.

We acknowledge that being an advisor and intermediary today is extremely challenging and onerous. Political-, pandemic-, economic- and various other market forces have created a myriad of trials that intermediaries face on a daily basis. Volatile financial markets, fierce competition, regulatory reform, and client expectations, to name a few, are just some of the challenges advisors must cope with. Serving clients as a Trusted Advisor in these difficult conditions is particularly demanding. To survive and thrive in this complex, competitive and onerous industry, you must continuously develop your business acumen to stay relevant. We exist to aid financial advisors in this cause.

Our Vision

To be a trusted and preferred source of every financial advisor and intermediary who aspires to be a trusted advisor and who desires to establish and grow a successful practice.

Our Mission

To equip, support, inspire and encourage every financial advisor and intermediary who aspires to be a trusted advisor and who desires to establish and grow a successful practice.

Our Values

  • Trust
  • Respect
  • Education
  • Excellence
  • Collaboration

Our Story

Having spent his entire career building relationships through trust, and gaining valuable practical insights across the South African financial services industry, Anton Swanepoel wanted to find more ways to share the critical knowledge & know-how he has accumulated through decades of experience and service.

It was this desire, coupled with partners who specialise in technology and education content, who came together to form and drive a new way of impacting people in the financial services industry; Trusted Advisor.

Trusted Advisor will allow financial advisors and intermediaries to access the expertise, experience and educational programs of Anton Swanepoel and his closest associates across the South African financial industry – from anywhere in the world.

Anton Swanepoel, Founder & CEO of Trusted Advisors.

More about our Founder,
Anton Swanepoel.

Anton Swanepoel is an industry expert with more than 33 years of experience in the financial services industry. He is a former FPI Financial Planner of the year finalist, and he serves on a number of industry committees that aim to professionalise the financial planning industry. He is a former Chairperson of the Financial Intermediaries Association (FIA) Financial Planning Committee and a former Board member of the FIA. He was a member of the FSB Market Conduct Regulatory Framework Steering Committee and he also served on the Expert Panel that guided the National Treasury on the Conduct of Financial Institutions Bill.

In 2013 the Cover Excellence Award for contribution in service to the Short-term insurance industry was awarded to Anton. In 2017 he received the Harry Brews’ Chairman’s Award from the Financial Planning Institute of Southern Africa for his lifelong, significant contributions to the financial planning profession in the areas of service to society, academia, training, government, and the media.


In 2022, Anton founded Trusted Advisors with a view to equip, support, inspire, and encourage financial advisors and intermediaries and to invest in the next generation.


Looking to the future, Anton is excited about building a team of elite and trusted advisors, mentors and professionals who can sow their experience and expertise back into the industry of financial advice. In so doing, we can continue to see the advancement & development of brilliant financial advisors in South Africa and around the world.

Become a Trusted Advisor
member to unlock valuable
resources, insights and tools
for your professional journey.

In our world gone mad trust is,
paradoxically, more important than ever.

– Tom Peters