If you’ve ever sat across from a financial advisor and wondered, “Are they recommending this because it’s good for me, or because it’s good for them?”, you aren’t alone. That nagging feeling isn’t about a lack of trust in the person; it’s a logical response to a system built on incentives.
As we move through 2026, the conversation around money is changing. It’s moving away from “which product should I buy?” and toward “who is actually in my corner?”
The Hidden Reality of Advice in South Africa
Right now, less than 1% of South Africa’s financial advisors operate on a fully flat-fee, commission-free basis. Despite a growing demand for transparency, the vast majority of the industry still relies on legacy models.
According to the Adviser Barometer 2024/2025, nearly 90% of advisors earn revenue from ongoing asset-based fees, and 55% earn commission from product sales. Only about 8.5% of their income comes from actual consulting.
Why does this matter to you? When an advisor is paid by a financial institution to sell a product, their primary responsibility is to that institution, not you. Even with the best intentions, those incentives can influence the advice you receive. It’s not necessarily by design; it’s just how the industry has always been structured.
A Global Shift Toward Alignment
We are seeing a massive shift in how people, especially Millennials and Gen Z, want to pay for financial guidance. They’re more cost-aware, digitally savvy, and value transparency over everything else.
This isn’t just a local trend. Globally, fixed fees have become the most preferred way to pay for advice, according to the EY Global Wealth Research Report 2025. In markets like the UK, US, and Australia, regulators and consumers are pushing to remove these conflicts entirely.
The Doshguide Difference: Advice as a Service, Not a Sales Channel
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At Doshguide, we believe that when advice is aligned, the conversation changes.
There’s a common misconception that financial planners are only for those who already have a mountain of accumulated wealth. The truth is, many South Africans are already paying ongoing fees through their financial products, but they receive very little engagement in return.
You might be sold a retirement annuity or an insurance policy, but who is helping you when your life actually changes? Who is helping you navigate buying a home, starting a business, or welcoming a new baby?
- You pay for thinking, not products: Your advisor is paid by you, which means they are incentivised to give you guidance, not a sales pitch.
- Holistic planning: You get a financial plan designed for your life, with the ongoing support to actually implement it.
- Accessibility: You don’t need a massive investment portfolio to get high-quality, CFP®-qualified advice.
The Future of Your Finances
The question for 2026 isn’t whether the old way of doing things will disappear. It’s whether we can make room for a model where advice is treated as a professional service, just like a lawyer or a doctor.
When you remove the commission, you remove the bias. And when you remove the bias, you finally get financial advice you can trust.
Ready to see what unbiased advice feels like? Book a free 20-minute call with a Doshguide consultant. No pressure, no prep, just a conversation about where you are and where you want to go.