By: Lonwabo Mtyeku | Photo Credit: Community Newsroom
Seen Here: FNB Integrated Advice CEO Keshani Ganasen and Integrated Advice Product Head Ester Ochse during the launch of My Advisor on the FNB App — a new digital financial wellness platform designed to help South Africans make smarter money decisions through personalised insights and practical financial guidance. Photo Credit: Community Newsroom
South African banking giant First National Bank has unveiled My Advisor on the FNB App, a new digital financial wellness capability designed to empower customers with real-time, contextual financial insights as economic pressures continue to mount across households nationwide.
The launch marks a significant shift in how banks position themselves within consumers’ financial lives — moving beyond transactional banking toward personalised financial guidance aimed at improving long-term financial resilience.
According to FNB, the platform is built to help customers connect their life goals with everyday money decisions by providing a holistic view of their finances, including spending habits, debt exposure, savings, insurance, retirement planning and wealth creation.
Keshani Ganasen, Integrated Advice CEO at FNB, says the initiative reflects a broader transformation in the role financial institutions should play in society.
“True financial support isn’t about selling products, it’s about helping people make confident, informed decisions over time,” says Ganasen.
She adds that My Advisor is designed to meet customers wherever they are in their financial journeys by equipping them with practical tools and contextual insights that encourage better decision-making in uncertain economic conditions.
The introduction of the platform comes at a time when financial vulnerability remains a major concern in South Africa. Citing data from the Financial Sector Conduct Authority (FSCA), FNB noted that nearly half of South Africans still struggle with basic financial literacy despite having access to banking services.
Internally, the bank has also identified alarming trends among its customer base. Ester Ochse, Integrated Advice Product Head at FNB, revealed that more than 47% of FNB Retail Banking customers earning up to R750,000 annually are showing signs of financial distress.
“We’re seeing customers look for greater clarity, confidence and control over their finances,” says Ochse. “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.”
The My Advisor capability integrates directly with customers’ existing FNB banking data to create a real-time financial snapshot. Through its “financial freedom tracker,” users can monitor their financial wellness journey, from managing debt and daily expenses to long-term financial planning and wealth accumulation.
Importantly, the platform also incorporates practical financial tools such as budgeting calculators, eBucks insights, goal-setting functionality and even access to will creation services, all within a single digital environment.
FNB says the platform is grounded in its Integrated Advice Philosophy, which focuses on helping customers unlock additional cashflow, improve financial habits and maximise rewards through behaviour-driven guidance.
The bank believes accessibility and simplicity are critical to encouraging greater engagement with financial planning, especially among customers who may feel intimidated by traditional advisory environments.
“One of the biggest barriers to seeking financial support is the perception of complexity or fear of judgement,” Ochse explains. “My Advisor removes that pressure. It’s designed to be supportive, accessible and grounded in real-life financial journeys.”
Customers using the platform are guided through various stages of financial progress, including Not Yet Started, Getting Started, Taking Charge, Growing Steadily, Building Tomorrow and Thriving — reinforcing the idea that financial wellness is an evolving process rather than a fixed destination.
Available at no additional cost through the FNB App, the tool forms part of the bank’s broader strategy to democratise financial wellness and bridge the gap between financial access and meaningful financial action.
Ganasen says the long-term vision is to help South Africans move from financial stress to financial stability while building stronger resilience for the future.
“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,” she says. “My Advisor reflects our commitment to walking that journey with our customers, step by step.”
