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Meet the new Masthead Financial Advisors Association Chair – plus what to expect from the Bloemfontein ...

Posted on 20 Jun 2023

The Masthead Financial Advisors Association recently appointed Bloemfontein’s Minette Weideman as its new chair. Here she shares her plans for the Association, as well as what she is looking forward to the most at the upcoming Masthead MasterClass in Bloemfontein.

Minette decided to take on this leadership role in the Association because she wholeheartedly believes that if you want to effect change in your environment, you must be an active participant. “It’s not enough to simply take; you should also give back and contribute,” she explains. Her journey leading up to this position has also been shaped by her strong conviction that given the right platform, independent financial advisors (IFAs) can help shape the financial sector landscape, and in so doing, ensure their continued success.

From her experience working for a boutique investment firm and later establishing Levevis, her own Category II investment and consulting practice, in Bloemfontein, Minette understands that IFAs sometimes feel disconnected and unable to participate or provide feedback to the financial sector regulators. “However, the Association provides a platform for IFAs where their voices can be heard. It allows Masthead to take their concerns to the regulators and advocate for their needs.”

However, this process is a two-way street, she adds. “Members need to voice their issues. The only way Masthead can advocate on behalf of IFAs is by understanding their thoughts, experiences and concerns. Without that knowledge, they are unable to provide feedback to the regulators. This active involvement in the regulatory feedback process is how IFAs can truly influence regulation in the long run.”

This is why, as chair, Minette’s primary objective is to improve communication channels between Association members, their regional representatives and the Association Board. “By gaining better insight into members’ expectations and challenges, the Board can provide more effective feedback to Masthead’s management. In turn, this information will help Masthead identify trends, structural problems and opportunities IFAs face in the industry.”

Minette, who joined the Association as a member in 2017 and was elected as the representative for the central region in May 2020, plans to implement regional or topic-specific discussion forums to interact, share experiences, seek clarity and collectively formulate feedback for the Association Board. “Through constant communication and engagement with members, the Association aims to create a supportive environment that addresses their needs and helps them thrive.”

She adds: “I encourage all members to communicate with the Association and not hesitate to speak up. Your thoughts and opinions matter greatly, and we value them. I invite all members to reach out to me directly, as well as their regional or Association representatives. We are here to serve you and genuinely want to hear from you.”

Bringing the regulators to Bloemfontein:

Minette will be attending the Bloemfontein Masthead MasterClass, titled Paving the Way to a Better Future, on 22 June, and in addition to engaging with members, she is also looking forward to hearing directly from the Financial Intelligence Centre (FIC) and the Financial Sector Conduct Authority (FSCA).

“As IFAs, our perception of the regulators’ objectives can sometimes be distorted,” she says. “I’m particularly interested in learning what steps businesses like ours can take to meet their regulatory requirements and objectives. We often receive written communications that require extensive reading, so it would be refreshing to hear directly from the source.”

The MasterClass is a rare opportunity for IFAs in the region to hear directly from the regulators who are predominantly based in Pretoria, adds Leanè Greyling, Masthead Regional Manager for the Free State and Central Region. Leanè’s team covers a wide area, offering services to clients from Harrismith to Upington.

Leanè, who has led the Masthead team in the region since 2020, adds: “Attendees will gain valuable insights from industry regulators and experts, as well as Masthead compliance specialists, who will be discussing relevant topics, such as the current and anticipated regulatory updates and their implications, the future of South African financial markets, cybersecurity and client due diligence, South Africa’s status following its greylisting, and more. This event will help equip our members with the necessary knowledge to navigate future regulatory changes,” she explains.

Similar to Minette’s goal of improving communication channels, Leanè emphasises her team’s commitment to engaging with their customers to understand their businesses and needs. She explains: “As the regulatory landscape constantly evolves, IFAs face significant challenges. However, our team is fully dedicated to knowing customers’ businesses and establishing ourselves as their trusted partners. This allows us to deliver tailor-made compliance solutions that meet their specific needs. Building strong relationships with our valued members, ensuring that we can continue to provide effective assistance and guidance every step of the way, is a top priority.”


A national supplier of risk management services to independent financial advisors and other licensed financial service providers (FSPs). Established in 2004, we help our clients overcome their risk management challenges so they can grow and thrive in an increasingly regulated industry. Providing professional guidance and practical support, our team of specialists is passionately committed to delivering tangible solutions.

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