Rory Brachner, founder of Doshguide, explains how paying for a flat-fee financial adviser could be one of the smartest investments you make.

Most South Africans don’t think that they can afford expert financial advice, but so many of us spend between R25 and R45 on a takeaway coffee every day, a habit quietly adding up to over R1 000 a month.

The perception that accessing financial advice is out of reach needs to change, says Rory Brachner, founder of Doshguide, South Africa’s first online platform connecting individuals with flat-fee Certified Financial Planners™.

Brachner says that South Africans should think differently about what it means to be ‘financially savvy’. Instead of simply saving more, South Africans should spend their money more wisely.

“This isn’t about guilt-tripping anyone out of enjoying life’s little pleasures. It’s about reframing value. The same amount you spend on daily coffee runs could be helping you set financial goals, reduce debt, and build long-term wealth with the help of a qualified financial planner,” says Brachner.

As South Africans continue to face rising costs and tighter budgets, investing in financial advice is a smart move for anyone wanting to build a stronger financial future.

According to a recent study by Unisa’s Bureau for Market Research, only 9% of South African households make use of a professional or certified financial adviser.

Many respondents in the survey felt confident about managing their own finances, but Brachner thinks this low adoption rate is linked to a greater perception that many people believe they can’t afford advice or aren’t ‘ready’ for it.

“You don’t need a big savings account or investable assets to get started. In fact, those who are still building their wealth stand to gain the most. It’s not about how much money you have, but rather it’s about the decisions you make with it.”

The flat-fee financial advice model, which is gaining traction globally, provides transparent, commission-free financial guidance for a fixed monthly cost, often equivalent to what people already spend on non-essential items.

A flat-fee financial adviser provides unbiased, practical advice tailored to your financial reality. They are not incentivised by product commissions, and can therefore help you develop a comprehensive financial plan, ultimately improving your financial situation.

Brachner believes that flat-fee advice is opening the door for groups that have been historically under-served by the financial industry, from freelancers and side hustlers to young professionals and small-business owners.

“A flat-fee adviser isn’t there to sell you products. They’re there to help you map out your financial future, whether you’re saving for a deposit, managing debt, navigating market volatility, thinking about big life decisions such as changing career or having a child, or simply planning for retirement.

“They become a long-term partner in your financial journey, helping you create a realistic plan based on your current situation, rather than where you think you need to be to begin. And more importantly, they keep you focused and on track to reach your goals.”

As financial stress continues to affect households across the country, financial advice is no longer a luxury; it’s an accessible, high-impact investment.

“And sometimes, the smartest financial move you can make is choosing a flat-fee financial adviser over your flat white,” concludes Brachner.

This post was based on a press release issued on behalf of Doshguide, South Africa’s first 100% flat-fee subscription-based financial advice platform, which connects individuals with Certified Financial Planners™.