Financial Mail Page 1 -25/08/17 12:07:34 PM · 2018. 5. 24. · Financial Mail Page 3 -25/08/17...

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Thursday August 31 2017 . financialmail.co.za 3

brenthurst wealthmanagementcorporate report

OVERVIEW

Changing the

game and

winning at itThe challenging investment environment forced the company

to use daring strategies that paid off and propelled its growth

ý The team at Brenthurst WealthManagement is a daring bunch. Tobuild a wealth manager in anindustry as concentrated and com-petitive as SA’s financial servicessector, they have had to be.

“The investment environment,locally and globally, is more chal-lenging than ever. In addition tobeing very competitive and highlyregulated, the financial services

industry has to be more vigilantthan ever in its approach to wealthm a n a ge me nt ,” says BrenthurstWealth MD and co-founder BrianBu t c h a r t .

Prior to changing its name,Magnus Heystek Investment Plan-ning Services had a handful ofclients. Today the company has sixoffices countrywide with 14 finan-cial planners, close to 2,000 clientsand is close to having R6bn undermanagement. Brenthurst WealthManagement, established out ofMagnus Heystek Investment Plan-ning Services in 2004, has built a

What it means:

Creating wealth for clients

through innovative strategies

that brought industry recognition Brian Butchart: Daring to be different sets business apart from competitors

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Financial Mail -5 -25/08/17 11:28:05 AM

financialmail.co.za . Thursday August 31 20174 Thursday August 31 2017 . financialmail.co.za 5

corporate report brenthurst wealth management

formidable brand.Ranked the Best Boutique

Wealth Manager in SA at the 2017Intellidex Wealth Manager and Pri-vate Banks Awards, Brenthurstwas also the only independent andfounder-managed boutique namedtop five wealth manager overall,featured alongside the likes of PSG,Sanlam and Standard Bank.

“Brenthurst is focused on deliv-ering quality and appropriate inde-pendent advice that will deliver thebest outcome for its clients.

With no large institutional bookof assets to defend, Brenthurst canbe completely honest and selectfrom a wide investment universe,”Butchart says.

“This way we can structurec l ie nt s ’ portfolios to their needs, asidentified in terms of their personalfinancial plan and also based ontheir individual risk profiles.”

The company consultseconomists and political analysts,among other sector experts, toform the Brenthurst “ho u s e -v iew ”,which informs how the companyinvests its clients’ mo ney .

While it tends to favour thewell-known asset managers thathave a proven track record, it doesalso use boutique asset managersthat may offer something notoffered by larger companies.

“We follow an extensive duediligence process before includinga fund, asset manager or new plat-form to the range we offer. Mar-kets, especially the local market,have been hit by all sorts ofupheavals in the past five yearsand we constantly look for assetmanagers or platforms that cannavigate these challenges to thebenefit of clients,” Butchart says.

“As part of our constant eval-uation of investment options andthe evolution of our service offer-ing, Brenthurst recently launched aFund of Funds range, managed inconjunction with Boutique Collec-tive Investments (BCI).

“This enables us to offer clientstailored investment solutions. Therange offers investors three funds:the Brenthurst BCI Balanced Fundof Funds, the Brenthurst BCI Cau-tious Fund of Funds and the Bren-thurst BCI Worldwide Flexible

Fund of Funds.”The Brenthurst BCI Balanced

Fund of Funds, which has a bal-anced investment exposure acrossmultiple asset classes, aims to offerinvestors a moderate to high long-term total return.

The Cautious Fund of Funds is acautious risk profile portfoliowhose objective is to provideinvestors with a high level ofincome and capital stability.

The Worldwide Flexible Fund ofFunds is a worldwide flexible port-folio with the objective of providinginvestors with a high long-termtotal return.

Switches within these funds donot attract capital gains tax andthey also offer a solution for clientswith a lower level of investable

assets. Magnus Heystek, cofounder,director and lead investmentstrategist for Brenthurst, says thecompany thinks differentlybecause it does not havehistorical ties.

“For example, while offshoreinvesting has become somewhat ofa topic du jour given the tight spotin which the country finds itself,Brenthurst has for years advocateda healthy exposure to offshoreassets. SA is a small pond,” s ay sHeystek. “Yo u ’ve got to get into thebigger pond.”

The success of this strategy hasBrenthurst considering the possi-bility of opening an office in Mau-ritius, which could service existingSA investors and grow its marketshare beyond SA. x

OPERATIONS

Ta i l o re d

solutions

unique to

each client

Independent and driven by

quality service offering

ý Unsurprisingly, BrenthurstWealth prides itself on its indepen-dence. The fact that it can tailorsolutions to meet the needs of indi-vidual clients and is not tied to par-ticular product providers is some-thing that it values, says BrenthurstWealth MD Brian Butchart.

“I really do like the fact that weare independent. If I could onlyprovide advice on a limited rangeof investment options, I don’t thinkI would enjoy that,” says JohanBurger, director and head of finan-cial planning at the company’s Pre-toria branch.

Brenthurst does not demandthat its financial planners meetcertain targets each month, whichhas historically driven some of thepoor selling practices that havegiven advisors a bad name. Rather,it focuses only on what is best forthe client.

The company is also a fiercecritic of outright scams. “It ’s notonly the investments you makethat are important, it’s also theinvestments that you don’t make,”says Heystek. He refers to the likesof Sharemax, Leaderguard andeven Bernie Madoff salesmen, whowere eager for Brenthurst to mar-ket their products to its clients.

Needless to say, they — a ndmany others who over the yearshave regaled Brenthurst withpromises of sky-high commission— were shown the door. Clientswere strongly discouraged frominvesting in any of these products.

While Brenthurst has historical-ly attracted high net-worth individ-uals who demand face-to-faceinteraction with a financial advisor,

it does not have a minimumthreshold for investable assets. Toservice the lower end of the mar-ket it has developed an online por-tal, which is cost-effective andappropriate for certain clients.Offering solutions for youngerclients further enables youngerfinancial advisors to grow theirassets under management.

“Unfortunately, independentcompanies of Brenthurst’s ilkwould be extremely difficult tostart in today’s regulated financialservices sector where margins aresqueezed and competition isf ie r ce ,” says Burger.

“It ’s difficult for an independentfinancial advisor today to establisha book,” says Heystek. “The previ-ous generation of financial advisorscapitalised their business on com-m i s s io n .”

New entrants can no longer dothis, which may well sound the

death knell for independent finan-cial advisors (IFAs). “IFAs will overtime disappear and work for thebig companies. About 12,000 IFAsquit last year. You can’t make a liv-ing out of this anymore. You eitherhave to gain a lot of traction veryquickly or launch your own fundsvery quickly.”

The issue of who is going to runthe next generation of financialservices practices worries Heystek,who says the average age of finan-cial advisors is close to 60 years.

What of automated online finan-cial advice, known as robo-advice?Burger is not convinced that it willentirely replace the human touch.Even the most successful of busi-ness people want an advisor to tellthem what to do with their money.“That, in my opinion, will neverc h a nge ,” he says.

While Brenthurst’s Sonia duPlessis, a certified financial planner

professional, says younger peoplemay be groomed to go the way ofthe robo-advisor — and Bren-t hu r s t ’s online portal caters for thismarket — she believes there willalways be a space for the provisionof sound financial advice.

“It ’s difficult to put a price tag on

the value that financial plannersbring, whether it be from a tax orpension planning point of view orsimply organising your financiala f f a i r s ,” says Burger.

Indeed, studies have found thatthose with financial advisors havehigher levels of personal wealth. x

Johan Burger: Financial advisors remain an invaluable tool for growing personal wealth

Magnus Heystek, cofounder, director and lead investment strategist at Bren t h u rs t

* As of 30 June 2017.

Investors should seek professional financial advice before making a decision to invest. Investments involve risks. Franklin Templeton Investments SA (PTY) Ltd is an authorised Financial Services Provider. Please refer to our

website www.franklintempleton.co.za for more information.

© 2017 Franklin Templeton Investments. All rights reserved.

THE GLOBAL MARKET NEVER

SLEEPS. NEITHER DO WE.In today’s market, fi nding the best opportunities takes global perspective. Ours

comes from over 650 investment professionals on the ground across more than

25 countries.*

Find out more at www.franklintempleton.co.za

Financial Mail Page 6-7 -25/08/17 11:27:41 AM



week on the public broadcasterstation RSG’s Ge l d s a ke show, pro-duced and presented by the Mon-eyweb team.

Though he was the public faceof Brenthurst in the early years, theco mp a ny ’s marketing has expand-ed considerably to elevate thebrand to the position it is in today,which saw it nab the Intellidexaward for Best Boutique WealthManager in SA. The company hassix offices countrywide.

“Our first additional office out-side Johannesburg was set up inthe Cape in Belville, followed bythe opening of offices in Pretoria,Cape Town, Sandton and now alsoin Stellenbosch,” says Butchart.

Brenthurst marketing directorand co-founder Sue Heystek says

client communication is a keycomponent of the marketing mix tobuild the brand and strengthenclient relationships.

“We have developed a compre-hensive, integrated marketingstrategy which includes directcommunication to our database,events and seminars, advertising,public relations, sponsorships andsocial media. These are all equallyimportant to build the brand,” s hes ay s .

“Constant client communicationprovides clients a sense of comfortwhen markets are affected by

upsets, such as therecent political issues wehave experienced in SA— and around the world.”

In addition to purelyinvestment-related semi-nars, hosted in associa-tion with companiesincluded on the Bren-thurst platform — t helikes of Investec, Stanliband Counterpoint AssetManagement — the com-pany devised a seminarseries known as SA QuoVadis?, which providesattendees with a broaderview of different issuesaffecting SA and howthese affect the outlookfor investments.

“We started these

seminars because we thought thatinstitutional economists were nottelling the truth about what is goingon in SA. They are under politicalpressure to sanitise what they sayand not rock the boat. Meanwhile,we were looking at the stats andthe stats weren’t great,” he says,referring to, the country’s balloon-ing budget and current accountde f ic it s .

Br e nt hu r s t ’s road shows arealways fully attended, says PaulHansen, director of retail investingat Stanlib, who has presented atthese events. “There is a buzz withBrenthurst. They attract newclients and people are drawn tot he m ,” says Hansen.

Br e nt hu r s t ’s weekly radioappearances are a huge strength.That they have offices in Gautengand the Western Cape is unusual,says Hansen. “Their staff membershave been amazingly consistentand have been with them for along time.”

Heystek has got strong o p i n io n s ,is a deep thinker and a cautiousinvestor for his clients.

Apart from the regular appear-ances, which include taking ques-tions from listeners on RSG, theBrenthurst team has regular slotson other radio stations in theregions where it operates. In Pre-toria, Burger is a regular commen-tator on PretoriaFM and in CapeTown, Butchart and Richus Nelpresent their investment insightson a weekly programme on FineMusic Radio. x

BRAND BUILDING

Raising the

marketing bar

Aggressive strategies have set the company apart from

conventional wealth-management brands

ý Establishing a new company inS A’s established financial servicesindustry, where large companieswith a wide range of products andservices and well-recognisedbrands dominate, requires a strongmarketing focus.

Magnus Heystek, co-founder,director and lead investmentstrategist for Brenthurst, developeda deep appreciation for this at thestart of his career as a journalist.

From the beginning, Brenthursthas reinvested 10% of profit intomarketing. “Coming from journal-ism, you know that a brand is vitaland to build a brand takes a verylong time, a lot of money and a lotof care,” says Heystek. “In our busi-ness you are fighting very largecompanies with deep pockets.”

A lot of the marketinginitiatives and brand-building of the early daysof Brenthurst were driv-en by Heystek himself.He was a pioneer inreporting on personalfinance issues in The Sat-urday Star and laterthrough a long-runningradio show on Talk Radio702. The programmewas on air for 11 yearsand was the front-runnerfor the popular The Mon-ey Show, which contin-ues to this day.

His controversialviews and conviction thatunscrupulous investmentpractices and misinfor-mation must be high-lighted in the best interestof consumers, is some-thing he’s known for. Heis a popular guest every

STAFF DEVELOPMENT

Investing in people to

create wealth for others

Constant training, self-improvement and flexible operations

have created a low staff turnover and formidable team

ý Providing employees withopportunities to grow and developtheir careers is a cornerstone ofthe company’s team approach. “Weactively drive ongoing training andexposure to the latest investmentthinking provided at industry sem-i n a r s ,” says Brenthurst Wealth MDBrian Butchart.

Butchart is a product of thisfocus on the development of peo-ple. He joined Brenthurst Wealth,then Magnus Heystek InvestmentPlanning Services, as a fresh-faced

19 year old in 1998. “When I start-ed, I didn’t know anything aboutthe world, let alone financial plan-n i ng ,” he says. He was studying atthe then Randse Afrikaanse Uni-versiteit (today the University ofJohannesburg) at the time.

Witnessing staff development issomething Heystek findsimmensely satisfying. Almost noneof Brenthurst’s financial plannerswere certified financial planner(CFP) professionals when theyjoined the company. Today, eight of

Part of the dream team: Brenthurst Wealth Management’s financial planner Sonia du Plessis

with adminstrative assistants Celeste Phakathi and Karen Munodawafa at the company’s

offices in Fourways, Johannesburg

Sue Heystek: Brand promotion

initiatives drive business

mandate and identity

Road show: Constant client communication, such as this investment seminar held by

Brenthurst and Moneyweb, provides clients with a sense of comfort

Asset Management

Unit Trusts Retirement Funds ��

Investec Investment Management Services (Pty) Ltd and Investec Asset Management (Pty) Ltd are authorised fi nancial services providers.

Investec Asset Management congratulates Brenthurst

Wealth on their outstanding performance in the 2016

Intellidex Wealth Manager and Private Bank Survey. It’s

their commitment to independent advice and commendable

growth over the past five years that fuel this rewarding

long-term partnership.

investecassetmanagement.com

Powered by

independence

Financial Mail Page 8-9 -25/08/17 02:13:25 PM



its 14 financial planners are CFPprofessionals. It also employs twoqualified legal advisors and hasfour junior financial advisors whoare studying towards attaining theCFP professional qualification.

Brenthurst has further devel-oped an in-house training anddevelopment programme. Theco mp a ny ’s flexible staff policyencourages growth where an indi-vidual can study further for a qual-ification related to financial ser-vices that will benefit the business.

There is no glass ceiling or cor-porate red tape, says Sonia duPlessis, a CFP professional whohas been with Brenthurst Wealthfor 12 years. “As a mother, I appre-ciate the flexibility in the sense that,as long as we do what we are sup-posed to do, it doesn’t matterwhere we work from.”

Director and head of financialplanning at the company’s Pretoria

branch, Johan Burger, says: “I wasgiven the opportunity to run abranch as a 30-year old, which isnot something that every companywould do.”

He recalls when he pitched theidea of starting an office in Pretoria.It has grown at a rapid pace overthe ensuing seven years.

Celeste Phakathi, though not afinancial planner, has also benefit-ed from Brenthurst Wealth’s com-mitment to investing in its people.Phakathi joined Heystek’s earliercompany 25 years ago as a cater-ing assistant receiving clients vis-iting Brenthurst for meetings.Today she is the head of admin-istration. “It ’s a very people-orien-tated business. The employees tendto stay with the company. There isopportunity for personal growththat in the end allows us to deliversuperior service to clients,” s ay sButchart. x

in every aspect of their personalfinances. For instance, tax regula-tions have changed often in recentyears and will in all likelihood bechanged further in years ahead. Byhaving a tax advisory service wecan review a client’s overall finan-cial plan and suggest possiblechanges to ensure that the client’sneeds are best served all of thet i me ,” says Brenthurst Wealth MD

Brian Butchart. “Sometimes clientshave a will in place but fail to makechanges to their estate planning as

their circumstances change.Because we offer everything, weprotect our clients’ i nt e r e s t s .”

Brenthurst has undoubtedlydone well for its clients, evidencedin its rapid growth and recentaw a r d s .

The results on which the Intel-lidex award is based stem from aquestionnaire completed by insti-tutions and their clients. Nearly6,000 clients participated in theclient survey in 2017, says Intel-lidex. Among the expert panel ofjudges, who ultimately selected thewinners, were Prem Govender,former board member of theFinancial Planning Institute (FPI)and financial analyst, Orin Tambo.

As another marker of its suc-cess, Brenthurst Wealth is one ofonly 12 financial advisory firmsdeemed an Approved ProfessionalPractice by the FPI.

These practices “can boast thattheir financial planning practicesand compliance management is ofthe highest standards”, according to

the FPI.In order to receive this acco-

lade, at least half of a practice’sfull-time financial advisors must beCFP professionals, with an addi-tional 25% studying towards this orholding another FPI-approved des-ig n at io n .

Additional requirements includesubmitting a staff developmentplan outlining the commitment totrain and qualify staff appropriately,as well as having a well-docu-mented investment philosophy, adefined process for financial plan-ning and a quality assurance func-tion that ensures quality financialplanning for clients.

This designation should giveclients confidence that, whenBrenthurst says in companybrochures that its well-educatedprofessional planners are commit-ted to investment success andwealth creation, it means it. x

ADDED SERVICES

An all-inclusive

wealth package

The comprehensive service offering enables the company

to serve clients in every aspect of their personal finances

ý Brenthurst Wealth offers clientsa full suite of investment planningservices, including retirementannuities, living annuities, discre-tionary investments and offshoreinvestments. As part of its value-added services, it provides willsand estate planning, tax planningand life insurance.

“The comprehensive serviceoffering allows us to serve clients

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Top Returns.* Relatively Lower Risk.** Tilting the balance for our investors.

Counterpoint’s MET High Yield Equity Fund only invests in quality companies who pay

attractive and growing dividends. It has generated Top Quartile Returns* at the Lowest Decile Risk**

over a 3 year period based on the Morningstar Fund Survey

Compound your investment returns by investing in the fund underpinned by the power of dividends.

��

*Morningstar survey-performance over 3 year period to 30 June 2017. **Risk measured by volatility in returns over 3 years to 30 June 2017.

Collective investment schemes in securities are generally medium- to long-term investments. The value of participatory interests or the investment may go down as well as up. Past performance is not necessarily a guide to future performance. MET Collective �� !��"�!�#��$�� %��!�� %� � ��$��$��$�� $��&� ��&��$�� %��$ ��$��%$�� &�� %��&��

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Congratulations to Brenthurst Wealth

for being voted as the Top Independent Wealth

Manager in the 2017 Intellidex survey.

Financial Mail Page 10 -25/08/17 11:26:50 AM

financialmail.co.za . Thursday August 31 201710


CSI

Grooming future leadersCorporate social investments are aimed at children, who are thefuture of any country’s development

ý Br e nt hu r s t ’s support for peoplegoes beyond the company’semployees and is demonstratedthrough various charitable projectsand corporate social investmenti n it i at iv e s .

Cyclists at its Fourways officeare members of the Ne d b a n kDream Riders team, participating inmajor races such as the 94.7 CycleChallenge, raising awareness andfunds for the Reach for a DreamFoundation. The company alsosupports Girls and Boys Town, andemployees are enthusiastic indi-vidual supporters of the annualSanta Shoe Box project.

“We selected causes in supportof children as they are the mostvulnerable part of society. We havealso started a project to raise fundsfor an employee whose baby has arare disease. We hope to develop itinto a larger initiative assistingmore children,” says Brenthurstmarketing director Sue Heystek.

Brenthurst also provides run-ning shoes and covers travel costsfor a producer at Moneyweb Radioto participate in the annual Com-rades marathon. It further donatesgear for a cyclist who has over-come all manner of personal chal-lenges to become a successful par-ticipant in major cycling events. x

Special Report compiled byHanna Ziady

Advertising executive:Debbie Montanari

6 offices countrywide with 14

financial planners and close to

2,000 clients countrywide

8 of the company's financial

planners are CFP professionals

Close to R6bn ass e t s

under management

Named Best Boutique

Wealth Manager in SA at the

2017 Intellidex Wealth Manager

and Private Banks Awards

ý The only independent and

founder-managed boutique

named top five wealth man-

ager overall

ý FPI-approved professional

p ra c t i ce

ý Company's three founders

are still actively involved in

overall management and

investment strategy

BY THE NUMBERS

Time out: The entire Brenthurst team meets once a year for a strategy workshop, the company’s annual excellence awards and

teambuilding excercises away from the office

Dream chasers: Brenthurst cyclists participate in the 94.7

Cycle Challenge to raise awareness for the Reach for a

Dream Foundation

For the children: Brenthurst employees are avid supporters of the Santa Shoe Box project,

which distributes gift packs in shoe boxes to underpriviledged children in SA and Namibia


are you inthe winners’

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management,

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vid

er.

When it comes to long-term investing, the people

you trust with your money today, play a role in the

returns you’ll enjoy tomorrow. STANLIB would like

to congratulate our long-standing partner, Brenthurst

Wealth Management for being ranked the Best

Boutique Wealth Manager at the 2017 Intellidex

Wealth Manager and Private Bank Awards.

#ConnectedInvesting

stanlib.com

#1794 - STANLIB Brenthurst Wealth Management.indd 1 2017/08/24 5:56 PM

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