FNB INTRODUCES MY ADVISOR ON THE FNB APP TO EMPOWER FAMILIES WITH CONTEXTUAL FINANCIAL INSIGHTS
As South African households face intensified financial pressure, FNB is reshaping how customers engage with their money through the launch of My Advisor on the FNB App, a digital capability designed to help customers better understand and manage their finances through accessible and practical tools.In a challenging economic environment, where financial security and certainty are top priorities, the platform aims to help customers take control of their current reality while intentionally planning for the future with greater confidence.
“The launch of My Advisor reflects a fundamental shift in howfinancial services should support customers,” says Keshani Ganasen,Integrated Advice CEO at FNB. “True financial support isn’t aboutselling products, it’s about helping people make confident, informeddecisions over time.
That’s why My Advisor is designed to meetcustomers where they are in their financial journeys and equip them withthe tools and contextual insights to move forward with clarity andpurpose, enabling meaningful progress in uncertain times,” she says.According to the FSCA, nearly 1 in 2 South Africans still struggle withbasic financial literacy, despite widespread access to banking.
And even when access exists, millions still lack the clarity and confidence to turn opportunity into action. FNB data further cements the urgency of this need.“We’re seeing clear signals that customers need more structured and accessible guidance,” says Ester Ochse, Integrated Advice Product Head at FNB.
“More than 47% of our Retail Banking customers – those earning up to R750,000 per annum – are showing signs of financial distress. This tells us that many people are under pressure and unsure of how to regain financial control.”
This insight informed the development of the My Advisor tool. “We’reseeing customers look for greater clarity, confidence and control overtheir finances,” Ochse explains.
“By giving customers a clear,holistic view of their financial reality, along with practical tips onhow to adjust their behaviours around their finances, the platformempowers them to take informed action at every stage of their journey,from managing month‑to‑month pressures to planning for long‑termgoals.”
Ochse describes My Advisor on the FNB App as a tool that helps connectyour life goals with your money decisions. It’s “a real-time andcontextual financial experience designed to meet customers where theyare.”
By leveraging customers’ existing FNB banking data, the platform creates a comprehensive snapshot of their financial position,helping them understand their money in context and identify the key gaps or pressures that may be holding them back. Importantly, My Advisor moves beyond a product-centric approach by bringing together insights across spending, saving, cashflow, debt,insurance, wealth and retirement into a holistic, connected view of acustomer’s financial life.
Through a comprehensive financial freedom tracker, customers can assess their overall financial wellness, fromdaily spending and debt to protection, to growth and long-term planning,while identifying practical ways to improve.
The platform is built on FNB’s Integrated Advice Philosophy and money management principles, enabling customers to unlock additional cashflow through smarter choices, seamlessly setting and tracking goals linked to their accounts, and accessing essential tools such as calculators,eBucks insights and the creation of your Will all in one place.
It alsoreinforces positive financial behaviour by helping customers maximiserewards through eBucks, while providing personalised tips and simplenudges that support financial progress.
In addition to offering insights, My Advisor highlights clear next steps that customers may choose to strengthen their current financial position.“One of the biggest barriers to seeking financial support is the perception of complexity or fear of judgement,” Ochse notes.
“MyAdvisor removes that pressure. It’s designed to be supportive,accessible and grounded in real‑life financial journeys, helpingcustomers build confidence and capability over time.”
Customers are supported through navigating defined stages of their financial progress – Not Yet Started, Getting Started, Taking Charge, Growing Steadily, Building Tomorrow and Thriving – reinforcing that financial wellness is a journey that evolves over time.
Available at nocost via the FNB App, My Advisor is easy and convenient to use.“Financial wellness in South Africa is not a matter of ambition butit’s about access to the right contextual insights at the right time.
This is why FNB is intentionally focused on helping more customers movefrom financial stress to stability, and from stability to long-termprogress,” adds Ochse.“Our early insights already show that customers are gaining bettercontrol of their finances and moving forward in their financialjourneys,” Ochse adds.
“That’s the real power of support – it’sinempowering people to take action with confidence, whether they’renavigating today’s challenges or planning for tomorrow.”
“At FNB, we believe that financial well‑being is a journey, not adestination,” Ganasen concludes.
“Our purpose is to democratize financial wellness by closing the gap between financial access and meaningful action, delivering clear and trusted insights that enables customers to make better decisions, improve day-to-day money management,and build long-term financial wellbeing. When people understand their money and feel supported in making decisions, they’re better positioned to build resilience and work towards a stronger financial future. My Advisor reflects our commitment to walking that journey without customers, step by step.”