Building Better Financial Decisions Since 2019
We started with a simple observation. People needed honest guidance through complex financial choices, not sales pitches dressed as advice. Six years later, we're still doing exactly that from our Fourways office.
No pretense. No buzzwords. Just straightforward support for the decisions that matter most to your business.
How We Got Started
Back in early 2019, our founder noticed something frustrating. Business owners in Johannesburg kept getting pushed toward financial products they didn't need, wrapped in language they couldn't understand.
So we built something different. A practice focused on clarity over complexity. Where questions get real answers, not rehearsed responses.
We've worked with manufacturers trying to manage cash flow during supply chain disruptions. Retailers figuring out expansion timing. Service businesses navigating tax structures. Each situation is different, which is why we don't believe in one-size-fits-all solutions.
What started as a two-person operation now serves businesses across Gauteng. But the approach hasn't changed — listen first, understand the actual situation, then map out options that make sense.
Our Approach to Financial Strategy
Three principles guide everything we do. They might sound simple, but they're harder to stick to than you'd think.
Transparent Communication
We explain things in plain language. If a financial concept takes more than three sentences to clarify, we're not doing our job properly. You should understand not just what you're doing, but why it matters.
Context-Driven Analysis
Your business isn't a case study. We look at your actual circumstances, your industry timing, your growth plans. Generic advice is easy to give. Relevant guidance takes more effort, but that's what actually helps.
Long-Term Perspective
Quick fixes usually create bigger problems down the road. We'd rather help you build solid financial foundations than chase short-term optimization that falls apart under pressure. Sometimes the right decision takes patience.
The People Behind the Practice
Financial strategy sounds impersonal, but it's actually deeply personal work. You're trusting us with decisions that affect your livelihood, your employees, your future plans. That responsibility shapes how we operate every day.
Our team brings different backgrounds to the table — accounting, business consulting, risk management. What we share is a low tolerance for jargon and a high respect for honest work.
Edrik Vosloo
Edrik joined us in 2021 after spending eight years in corporate finance. He got tired of watching good strategies get buried under politics and process.
He specializes in helping manufacturing and distribution businesses optimize working capital. His background in supply chain finance means he understands the practical constraints you're dealing with, not just the theoretical solutions.
Outside of client work, he mentors business students at Wits and occasionally writes about cash flow management for industry publications. He's direct, thorough, and has zero patience for financial advice that ignores operational reality.
What Guides Our Work
- Honesty Over Optimization
Sometimes the best advice is "don't do anything yet." We're not here to create work for ourselves. If waiting makes more sense than acting, we'll tell you.
- Practical Over Perfect
Theoretical best practices often ignore real-world constraints. We focus on solutions you can actually implement with your current resources and timeline.
- Education Over Dependence
Our goal is to help you make better decisions independently, not to create ongoing dependence on our services. Good advisory work should increase your confidence, not reduce it.
- Accountability in Results
We track outcomes, not just deliverables. If our recommendations aren't improving your situation, we need to understand why and adjust accordingly.