Press release
20260526
A tool connecting your life goals to your money decisions
26 May 2026: 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 how financial services should support customers," says Keshani Ganasen, Integrated Advice CEO at FNB. "True financial support isn't about selling products, it's about helping people make confident, informed decisions over time. That's why My Advisor is designed to meet customers where they are in their financial journeys and equip them with the tools and contextual insights to move forward with clarity and purpose, enabling meaningful progress in uncertain times," she says.
According to the FSCA, nearly 1 in 2 South Africans still struggle with basic 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're seeing customers look for greater clarity, confidence and control over their finances," Ochse explains. "By giving customers a clear, holistic view of their financial reality, along with practical tips on how to adjust their behaviours around their finances, the platform empowers them to take informed action at every stage of their journey, from managing month-to-month pressures to planning for long - term goals."
Ochse describes My Advisor on the FNB App as a tool that helps connect your life goals with your money decisions. It's "a real- time and contextual financial experience designed to meet customers where they are." 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 a customer's financial life. Through a comprehensive financial freedom tracker, customers can assess their overall financial wellness, from daily 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 also reinforces positive financial behaviour by helping customers maximise rewards through eBucks, while providing personalised tips and simple nudges 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. "My Advisor removes that pressure. It's designed to be supportive, accessible and grounded in real-life financial journeys, helping customers 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 no cost via the FNB App, My Advisor is easy and convenient to use.
"Financial wellness in South Africa is not a matter of ambition but it's about access to the right contextual insights at the right time. This is why FNB is intentionally focused on helping more customers move from financial stress to stability, and from stability to long - term progress," adds Ochse.
"Our early insights already show that customers are gaining better control of their finances and moving forward in their financial journeys," Ochse adds. "That's the real power of support - it's in empowering people to take action with confidence, whether they're navigating today's challenges or planning for tomorrow."
"At FNB, we believe that financial well-being is a journey, not a destination," Ganasen concludes. "Our purpose is to democratise 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 with our customers, step by step."
