Structure. Strategy. Systems. Governance. — The COFI-aligned business operating system built on global best practice for South Africa's financial advice profession.
"South Africa's financial-advice profession is at a defining moment."
COFI is reshaping expectations, clients want transparency and real value, and advisers can no longer depend on fragmented tools or outdated thinking. You need structure, leadership, and a fully integrated ecosystem that elevates every part of your business.
That's why we're launching FSP Business 4.0 — a COFI-aligned business operating system built on global best practice, supported by leadership and behavioural tools that elevate conduct, ongoing CPD and professional learning, verified competence pathways that strengthen standards, and a suite of diagnostics, templates and frameworks that turn excellence into daily practice.
Meet Your FSP Business 4.0 Team
Each partner contributes specialised expertise and a proven track record, forming a unified ecosystem that supports every dimension of the modern financial-advice business.
Anton Swanepoel CFP®
Practice Management & Compliance
Anton is a highly respected practice management, market conduct, compliance consultant and author with more than 35 years' experience in the financial services industry. He specialises in integrating the four critical disciplines that underpin successful advisory businesses: ethics, advice, compliance, and practice management. Anton's passion for working with financial advisers resulted in receiving the Harry Brews' Chairman's Award in 2017 for lifelong contributions to the Financial Planning Institute of Southern Africa. He holds a B.Iuris, a Postgraduate Diploma in Financial Planning, and a Master's degree in Mercantile Law (FAIS). Anton is the author of more than 20 books and industry papers and is the chief conductor of FSP Business.
Francois Du Toit CFP®
Financial Planning & Tax
Francois holds a BCom degree in Risk Management and a Postgraduate Diploma in Financial Planning. He is a CERTIFIED FINANCIAL PLANNER® and registered Tax Practitioner. Driven by a commitment to professionalising the industry, Francois brings a rare combination of technical expertise, practical experience, and real-world insight. He has designed and delivered highly successful online courses for the Financial Planning Institute and has trained hundreds of financial planners, including engagements with Old Mutual, PPS, Liberty, Iress, and atWork.
Johann Maree
Behavioural Finance & Leadership
Johann is a respected leader in advice business management, behavioural finance and client-engagement strategy, with more than 35 years of experience spanning South Africa and Australia. His leadership experience includes senior roles across wealth management, remediation, and professional development. Johann's passion for behavioural finance is underpinned by training with George Kinder and Carol Anderson in the USA, and the design of a Behavioural Finance program for the University of Central Queensland. He holds BA.LLB degrees, an Advanced Diploma in Financial Planning (AUS), compliance certification in both South Africa and Australia, and is a Certified Behavioural Financial Adviser (USA). Johann is co-author of two books on Business Management for Financial Advisers, with two new books pencilled in for 2026.
Marius Vermeulen
Systems & Technology
Marius holds a postgraduate management diploma from Wits Business School and specialises in streamlining business systems, processes, and information flows. With more than three decades of experience in software development and systems design, he co-founded a financial planning software business that was acquired by a major insurance company in 2013. Marius is the founder of the digital training platform Skilzly and the chief architect of FSP Business 4.0, where he leads the design of scalable, compliance-aware, and adviser-centric digital ecosystems. Watch out for his first book launching end of Q2 2026.
Rochélle Mylie CFP®
Client Experience & Compliance
Rochélle is a CFP® Professional and holds an Honours degree in BCom Business Management. She has more than 10 years' experience in the financial services industry, which includes deep knowledge in administration, para-planning and compliance and is a co-author of two industry publications with Anton.
Meet Our Partner Companies
Together, these three specialist businesses bring you a unified ecosystem of expertise, tools, and support that no single provider can match. With decades of combined experience across South Africa and Australia, we've distilled international best practice into practical, actionable solutions built specifically for the South African advice market.
FSP Business 4.0
Structure. Strategy. Systems. Governance. The engine that builds a scalable, compliant, and profitable advice business — combining the industry's best experience, research, tools, and global insights into one ecosystem.
COFI ReadinessBusiness RiskStrategy FrameworksPricing ServicesBenchmarkingCompliance Support
Trusted Advisor
The human core of advice: values, professionalism, authenticity, and the behavioural mastery required to meet COFI's conduct expectations. Transform relationships and become the adviser clients truly trust.
A dynamic learning community driving ongoing development, fresh thinking, and the momentum advisers need to stay ahead in a transforming profession. World-class CPD and expert training.
A purpose-built digital learning platform powering competence, compliance training, and staff development for financial services businesses. Structured learning pathways that turn training into measurable outcomes.
South Africa Is Aligning With a Powerful Global Trend
Regulators in Australia, the UK and the US have already moved from "tick-box compliance" to "prove your outcomes" supervision. The Conduct of Financial Institutions (COFI) Bill brings this same philosophy to our shores.
This regulatory convergence isn't a threat — it's a filter. It will separate professional, sustainable advice businesses from those clinging to outdated models. The foundations of great advice businesses are the same whether you operate in Johannesburg, Sydney, London or New York: governance, process, transparency, evidence and sustainability.
Australia — FoFA Reform
United Kingdom — Consumer Duty
United States — Reg BI
South Africa — COFI
What Global Best Practice Delivers
Greater Client TrustClients recognise and reward genuine professionalism.
Reduced Regulatory FrictionWell-run businesses attract less scrutiny.
Stronger Enterprise ValueBuyers pay premiums for compliant, scalable operations.
Professional PrideConfidence that your business meets global standards.
COFI Is Coming: Why It's Personal
If you're a CEO, business owner, or board member of a financial services provider, COFI needs your attention — not your compliance officer's. For over two decades, FAIS has shaped how we think about regulatory compliance. Most advice businesses have become skilled at producing compliant files, maintaining registers, and ticking procedural boxes. But COFI isn't FAIS with a fresh coat of paint. It's an entirely different animal.
The Old World — FAIS
"Did you follow the rules?"
Compliant files. Maintained registers. Procedural boxes ticked. Compliance was a function — something someone else managed. Most advice businesses became skilled at producing the right paperwork.
The New World — COFI
"Did your clients actually experience fair outcomes — and can you prove it?"
Accountability sits squarely with the governing body, CEO, and business owners. Regulators will examine how decisions are made at the top, how incentives are designed, and how the board monitors customer outcomes. This accountability cannot be delegated.
The Buck Stops With You
COFI places accountability squarely with the governing body, the CEO, and business owners. This isn't about creating a new compliance checklist for someone else to manage. It's about leadership accountability for how your entire business operates.
Winners vs Laggards
Smart leaders know that regulatory change creates winners and losers. While some advice businesses will scramble to meet minimum COFI requirements at the last minute, early adopters are already building a conduct-led operating system that transforms compliance into a competitive advantage.
What Separates Leaders from Laggards
The difference between policy shelf culture and genuine conduct transformation comes down to four disciplines:
Daily Conduct RoutinesEmbed conduct into daily routines — not annual tick-box exercises.
Culture DashboardsBuild dashboards that prove culture — evidence regulators can actually test.
Coaching for JudgementUse coaching to build judgement — before breaches occur.
Predictable Fair OutcomesMake fair outcomes predictable — not accidental.
Leadership is not a soft skill — it is the primary lever that determines whether your business thrives or merely survives under COFI.
"The future belongs to those who prepare." FSP Business 4.0 is here to help you navigate the journey.
Stay tuned for practical tools, insights and support as we count down to COFI together.
Ready to Future-Proof Your Practice?
Join the growing community of South African FSPs who are building COFI-ready, conduct-led businesses with FSP Business 4.0. Early access is open now.
