FM Brenthurst Wealth: Navigating Uncertainty (May 2 2024)

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Who is the survey about?

Brenthurst Wealth

Two decades of placing clients first

Staying ahead of the curve with independent thinking and action is key to the winning strategy

● In the high-stakes world of wealth management, where trust is as valuable as the assets being managed, Brenthurst Wealth has carved out a remarkable history Since its inception in 2004, the firm has not only stood the test of time but has flourished, guided by a steadfast commitment to doing what’ s right for its clients

This progress has produced one of South Africa’ s most successful boutique wealth managers that today has a client base of nearly 4,000 investors and total assets under management of about R20bn

The trio of founders – MD Brian Butchart, director and investment strategist Magnus Heystek, and marketing director Sue Heystek – exude the same energy and urgency with which they launched 20 years ago And the same twinkle glints in Heystek’ s eyes when he recalls the early days of the business when guerrilla marketing tactics were used to stand out from the crowd

And stand out is what Brenthurst has done ever since, particularly for championing the strategy that clients direct their wealth away from South Africa because of deteriorating economic conditions

Early adopters

“We were way ahead of the curve when we started recommending our clients go offshore 10 to 12 years ago,” says Magnus “We had lots of criti-

cism, and we were attacked personally and as a company And now those critics wish they had also gone offshore then, because our returns to our clients are more than double offshore than the local market

“That’ s a factual statement It’ s not me just saying it It’ s true We’ ve been growing our clients’ wealth between 15% and 18% a year over 10 years, whereas the local market has been growing at between 5% and 8% So, there’ s a big difference in wealth creation ”

Generating handsome returns for clients while the local economy has stagnated is only part of Brenthurst’ s success story

Heystek (Magnus) says the team has invested back into the business from the start to build a brand, a distribution network, and a team of highly qualified advisers

“That takes time and money but that becomes your most valuable asset because that critical relationship between the adviser and the client is where the rubber meets the road,” says Heystek

“We spend time selecting ethical, qualified financial advisers And it shows up in a number of ways: the growth of the business, the retention of the business, and the lack of complaints from our clients ”

Close relationships

Butchart adds that these close, trusted relationships built with clients is the real success of the business

Ironically, Covid triggered a major shift in how client rela-

tionships were managed because restrictions on public gatherings and face-to-face meetings upended long-held traditions

“The advent of Covid was actually quite interesting Up to that point, clients were insistent on seeing us face to face,” Butchart says “Covid changed that almost overnight Since then, clients have accepted that we can conduct our business over Teams, Zoom, the internet, or even WhatsApp

“It’ s extended our reach quite considerably But we ’ re still going to have face-to-face seminars, which had been a catalyst of growth up to that point ”

As advisers to high-networth clients, Butchart says, the value isn’t always in telling them what to invest in, but rather what not to invest in This includes pitches from Ponzi schemes through to the section 12J tax incentive schemes that have been heavily promoted since they were introduced in 2009 but are now

slowly unravelling

Communication is key

Sue Heystek is rightfully proud of Brenthurst’ s reputation for open, honest and regular communications with its clients

“Throughout the years, we ’ ve always said that our ongoing, consistent client communication is the cornerstone of our success And you can see throughout our online marketing campaigns that client communication is fundamental to our growth, to our success and to the way we retain our clients,” she says

“It’ s our client-centric service that sets us apart in the financial planning and investment landscape ”

These efforts have led to a string of awards for Brenthurst and its advisers It was crowned the top Boutique Wealth Manager in the annual Krutham (previously Intellidex) Private Banks & Wealth Manager Awards in 2017 and 2020

Director

and co-Founder Magnus Heystek: We spend time selecting ethical, qualified advisers

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and has ranked in the top five boutique wealth managers for seven consecutive years

Recent recognition includes Brenthurst being named the strongest brand among smaller boutique wealth managers in South Africa by Daily Investor for two consecutive years The award highlights the company ’ s effective marketing, reaching the right audience through targeted promotional content, e-mail marketing and webinars

She says the partnership with trusted platforms such Daily Investor and BizNews is key to building the brand, especially when it helps to grow the advisers’ influence

“In fact, Daily Investor reported that Brenthurst’ s contributions published by them rank among the most read con-

tent on the site, and it frequently surpasses the readership of its own news articles ”

A full-service, boutique offering

At the heart of Brenthurst’ s ethos is a commitment to tailor investment strategies that resonate with the unique aspirations of each client

This has meant that the breadth of services offered has had to expand over the years in lockstep with its clients’ growing needs Today, clients place their trust in the Brenthurst team for everything from retirement and investment planning to tax and estate planning

It’ s no surprise then that the business has grown from four people in 2004 to 70 in 2024 This team includes financial

Unapologetic, unwavering, unbeatable

‘Our key philosophy is to achieve the financial results for our clients we expect for ourselves’

● Love him or loathe him, Magnus Heystek is the posterchild for pragmatic, no-nonsense investment advice that, for almost 15 years, has been: get your money offshore This hasn’t always been a popular position, but it’ s difficult to argue with the numbers Brenthurst’ s offshore portfolios have returned 15%-18% over the past 10 years compared with JSE returns of 5%-8%

“To summarise our investment philosophy, South Africa is a small player in a very large pond So that means your in-

vestment should be as global as possible,” says Heystek, Brenthurst’ s investment strategist

“Over the past 10-15 years, the local market has been a recipe for disaster You’ ve made very little money You’ ve become very poor and everything is happening abroad

“Nasdaq, Wall Street, Japan, India, those places have been creating enormous wealth So that’ s been our investment philosophy Wherever there’ s a good investment opportunity worldwide,

advisers, planners, assistants, administrative personnel, marketing specialists, and legal experts, among others, who operate from Brenthurst’ s nine South African offices and its international office in Mauritius

“When we moved to Mauritius five, six years ago, people looked at us askew as if we were betraying the country and questioning why we were moving outside the country,” says Magnus Heystek “And today, everybody wants to be in Mauritius, and everybody is advertising offshore investments and emigration

“So, again, we were ahead of the curve: whether we were smart or lucky, we ’ll never know But we ’ re good at spotting some trends early on and rattling some cages

“The business has been

we will find it ”

Unlocking these opportunities means partnering with fund managers who have funds exposed to those opportunities Tony Bell of ThinkCell manages a number of Brenthurst funds, but was also appointed as a

driven by independent thinking and independent action We’ ve taken long-term calls and we ’ ve invested money in our staff and have built a sort of family-orientated collective business with very few staff leaving ”

Heystek is also pleased that many family members are employed at Brenthurst Three Heystek children are certified financial planner professionals, and two spouses are also team members The Butcharts are also well represented in the company, with MD Brian, financial director Gavin Butchart, and Yolande Butchart, one of three foreign exchange experts in the company

“It’ s good to know that you ’ re building a business that can be passed on to the next generation,” says Heystek x

consulting investment adviser to Brenthurst in 2022, sitting on the internal investment committee

This collaboration reflects Brenthurst’ s approach to leveraging external expertise and insights to enrich its service offerings and ensure its clients get the best investment advice possible

Brian Butchart: Our clients’ needs and goals are at the centre of decision-making

Heystek says that identifying emerging investment trends from biotechnology, technology, health care, AI, or Japan’ s revival – is his primary preoccupation

“It’ s ironic that everybody’ s now talking about Japan We spoke about it three years ago We’ ve been putting our clients into technology, biotech and health care for more than a decade and Japan more recently, and they’ ve made so much money, ” says Heystek

Demystifying the process

Brenthurst MD

Brian Butchart

MD and co-founder

DFM Gl bal

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echoes the view on pragmatic rather than emotional decision-making: “Our key philosophy is to achieve the financial results for our clients that we expect for ourselves It’ s that simple ”

That means constantly monitoring trends to figure out where the money is being made, not now, but in the next 12 to 18 months Part of this discovery process includes consulting with industry professionals, asset managers, economists and political analysts to make the most informed decisions

The investment committee then tries to marry these trends with funds and investment opportunities for Brenthurst clients From this process, a list of approved funds is presented to the advisers that they use to

construct client portfolios

This narrows down the number of possible choices from many thousands down to 60 or 70

“Our house view is a list of funds advisers can choose from, based on the research, analysis and due diligence we ’ ve done on each of these funds,” says Butchart

“The adviser has the discussion with the client, looking at the individual client’ s risk tolerance and asset allocation, objectives, needs and diversification criteria We also ask our clients to complete a scientific risk analysis assessment to determine their relationship to financial decisions and risk tolerance ”

An unwavering focus

Butchart adds that Brenthurst’ s

investment philosophy is anchored in the principles of taking a long-term view on investments and the importance of diversifying across asset classes, sectors and geographical regions

This approach focuses on the overall performance of investments over extended periods, rather than reacting to short-term market fluctuations, ensuring strategies are crafted for resilience and sustained growth

Risk management is pivotal, involving a meticulous assessment of clients’ risk tolerance against their investment objectives to tailor strategies that align with their goals

The investment philosophy further emphasises the critical role of thorough research and analysis in making informed

investment decisions This is reflected in the intense and continuous research and analysis of indicators, trends, and company financials

“Our philosophy places the client’ s needs and goals at the centre of decision-making A client-centric approach involves understanding the client’ s financial situation and investment objectives to create personalised investment strategies,” says Butchart

The results are there for all to see in the fund performance reports, though the Brenthurst team measures its success in the number of clients it gains, or loses

“We’ ve lost very few clients over 20 years, ” says Heystek “I could probably count the number of clients we ’ ve lost on two hands ” x

Clients come first, then awards

A multifaceted approach to brand growth ensures the company maintains a dynamic presence

● Brenthurst Wealth has established an enviable position as a leading wealth manager in South Africa by combining media nous and hard work Under the guidance of marketing director and co-founder Sue Heystek, the business has grown from strength to strength, racking up awards while constantly growing its client base

“Brenthurst’ s success as a trusted brand can be attributed to many factors However, we believe there are three key pillars: consistent recognition in prestigious awards, acknowledgment from premier investment news platforms, and our integrated multimedia marketing campaigns and strategies,” says Heystek

“This multifaceted approach ensures that Brenthurst maintains a dynamic presence

across various media, enhancing brand recognition and trust among clients and the wider public It’ s our client-centric service that sets us apart in the financial planning and investment landscape ”

One of the highlights is being named as the most trusted boutique wealth manager in South Africa for two years running by Daily Investor

Heystek says the consistently strong performance in industry awards plays a crucial role in building the brand “Brenthurst has achieved this recognition multiple times in the Krutham (formerly Intellidex) Top Private Banks & Wealth Managers Awards Brenthurst was named the winner in 2020 and 2017, runner-up in 2023 and 2018, ranked in the top three in 2022 and 2021 and top four in 2019 ”

In 2022, the top three relationship managers across all participating companies in South Africa were from Brenthurst This is the first time since the launch of this category in 2019 that one company

scooped the top three spots

This level of success doesn’t happen in isolation

The Krutham results rely heavily on client responses to the comprehensive survey The positive client feedback is a direct result of the high-energy client communications that Heystek oversees, in conjunction with media liaison executive Daleen van Wyk

The marketing team also oversees the company ’ s corporate social investment initiatives Sue Heystek notes that Brenthurst has a longstanding commitment to children’ s charities, having supported them for more than a decade

“Our partnerships include Girls and Boys Towns, Reach for a Dream, Hope Through Action, and the Youth1000circles programme We also invest in local initiatives, guided by our teams in various cities, including our offices in Mauritius ” x

Marketing director and co-founder Sue Heystek

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Mauritius earns its place in the sun

‘What Singapore is to Asia, I think the island is to Africa,’ says Brent Consulta MD

● The offshore operations in Mauritius might be relative newcomers to the Brenthurst Wealth fold, but their significance to the group’ s future is undeniable

Set up six years ago, the Mauritius wealth management business was a response to accelerating client demand that has contributed to impressive growth in a brief period Mauritius business head Gavin Butchart leads a team of two advisers in the Brent Wealth business that serves as the firm’ s international wealth management arm The office in Black River in the western side of the island, caters to South African clients looking for offshore investment opportunities, as well as a growing international client base.

“The wealth arm of the Mauritian business looks after high-networth clients in exactly the same way the South African operations serve clients there,” says Butchart

“We wanted an international presence because South Africans are now more global in terms of their investments, and Mauritius made a lot of sense for clients who are predominantly from South Africa ”

The overwhelming interest from these clients in externalising their personal and business affairs, or emigrating to Mauriti-

us, created the opportunity to expand the service offering

This was done in 2022 when a major stake in a local trust management company was obtained, leading to the creation of Brent Consulta

This business is led by Samina Jagoo Jaffery and specialises in providing fiduciary services needed when trusts and companies are being established, or when investors relocate to the island The Brent Consulta office is located in Grand Baie in the north of the island, where a staff of 15 fiduciary specialists helps clients

“I think the services work well because we are offering a one-stop shop that clients are looking for,” says Jaffery “They prefer working with one brand that they like and feel comfortable with and they can get all the services under one roof

“We are growing at a very fast pace, possibly at double the rate of other firms. Plus, the important thing that we should

not forget is that Magnus Heystek is a brand The moment he starts speaking about Mauritius, then it’ s like the floodgates open with queries about trust setup ”

Ideal location for relocation

The relative proximity of Mauritius to the mainland is certainly one of the appealing factors More importantly, Mauritius has a welcoming environment with no exchange control limits and a regulatory framework that supports the financial services sector

“Investment in Mauritius itself is probably going to be restricted to property,” says Butchart “The island’ s really small, but property is probably the main focus for clients from an investment point of view

“We had a bit of a slowdown due to the pandemic, but we ’ re starting to see a definite pickup in terms of clients coming in and knocking on the door, which is very positive And we

expect that to continue ”

Mauritius offers ripe opportunities for businesses looking to set up operations on the island Jaffery says the government has programmes designed to attract investment into strategic sectors that promise long-term growth for the local economy

“Mauritius is promoting businesses to come to the island through tax incentives and so on, with the biggest growing sectors being IT, financial and biotech I see this being like the equivalent of what Singapore is to Asia, I think Mauritius is to Africa,” she says

“We also have a lot of people looking at Mauritius as a medical hub, and there are currently 15 private clinics being built here So, they are looking for highly qualified doctors as well as businesses that are involved in the medical sector What’ s really appealing is that the government is offering grants and opportunities to get tax holidays of up to eight years ” This investor-friendly approach is resonating ever stronger with Brenthurst clients, who want to take advantage of these opportunities This, Butchart believes, is a recipe for continued growth for the business

“Mauritius truly is a gateway into Africa, and that makes it an ideal position for us to be in as we help clients take advantage of these positive developments. I think the possibilities are endless, both for ourselves and our clients And we ’ re on the island to fill the gap,” he says For those able to grab this opportunity, Mauritius is now more than just an exotic holiday destination: it’ s an island haven that (financial) dreams are made of x

The Le Caudan Waterfront in Port Louis, a vibrant cultural waterfront, as well as a bustling commercial and banking hub

Commons

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Where trust matters most

Strong partnerships with fund managers is the cornerstone of success: they share their views

● A key measure of Brenthurst’ s success over the past 20 years has been the performance of client portfolios that are managed by thirdparty fund managers

Some of these relationships are decades old, while some are of more recent vintage, but they are all based on the trust built between them and the Brenthurst team

We polled Brenthurst partners to share their views on the company achieving 20 successful years in business

Tony Bell, chief investment officer at ThinkCell

“The nature and length of our relationship goes back about 10 years to an introduction made by Anton Turpin from MiPlan I met Magnus Heystek over lunch at the Radisson Blu He listened to ‘ my story,’ didn’t say much, and towards the end of lunch, said, ‘I like the way you think about investments Anton, let’ s create the Global IP Opportunity Fund ’ The rest, as they say, is history

“I have had the pleasure of managing the fund ever since It remains solidly first quartile over all measurement periods and was awarded the coveted Raging Bull in 2021

Magda Wierzycka, CEO, Sygnia Asset Management

“What can be said about Bren-

thurst Wealth Management that has not already been widely written? A wall of awards, a steadily growing client base known for its loyalty, strong brand recognition, a commitment to transparent and public advice, a highly professional team and a slight leaning towards Mauritius

“The company ’ s emphasis on innovation, its unconventional thinking and its continuous diversification of its services, domestically and offshore, ensures sustained growth and interest

“At its essence, Brenthurst is driven by a singular objective: prioritising the best interests of its clients, regardless of short-term consequences ”

Jeanette Marais, CEO, M omentum Metropolitan

“Our relationship goes back almost 20 years During this time, we have been, and still are today, privileged to have Brenthurst as a partner, providing the company and its clients with a range of investment and wealth management solutions

“Two decades of dedication, advice, and resilience are a testament to its enduring impact and legacy in the financial services industry Given Brenthurst’ s relentless focus on quality of advice, professionalism and integrity, combined with its visionary approach, we look forward to working with the team for the next 20 years ”

Waldo Booysen, investment specialist, Peregrine Capital

“Peregrine Capital has provided Brenthurst with investment solutions to enhance its clients’ investment portfolios

“Brenthurst entrusts its client’ s assets into Peregrine Capital’ s hedge funds to optimise their investment strategies; leveraging our tried-andtested investment process for market-leading risk-adjusted returns

“Over the years, our partnership has been characterised by a commitment to delivering superior performance while safeguarding and growing our clients’ wealth together ”

Evan Walker, portfolio manager, 36One Asset Management

“We congratulate Magnus and the entire Brenthurst team on their 20-year anniversary We would like to extend our gratitude to a business built on the foundation of honesty and integrity, with people’ s hardearned savings the cornerstone of their success and passion

“36One Asset Management

‘Peace of mind’

Two of Brenthurst’s longstanding clients have this to say about their experience with the company:

“I have the unique pleasure and privilege to say that I am Magnus Heystek’s first client I was very ignorant of financial investments those years and keeping my small savings in a bank was the extent of my investment knowledge

“I decided to contact Magnus after listening to him on the radio. That call

has enjoyed a long and prosperous relationship with Brenthurst as we endeavour to manage their clients’ savings to their high standards of returns and risk ”

JC Louw, CEO, DFM Global

“I called Magnus out of the blue during Covid and asked if we could talk about the services that DFM offers We can ’t be for everyone, which is why Brenthurst is so ideal because its client base is superior to anyone we see I really resonate with Magnus and his message to his clients, and he also lives his message ”

Jeremy Gardiner, director, Ninety One

“It was roughly three years after the start of our business [in 1991] that Magnus first became a client of ours Over the years, we ’ ve watched him become one of the strongest investment voices in our industry, assembling a top team around him, and creating one of the leading advisory firms in the country We salute Magnus and his team at Brenthurst on 20 successful years ” x

was the best financial decision of my life Talking to Magnus was the beginning of my financial journey with him and a wonderful friendship that has endured all these years ”Jagdish Makan

“I have great peace of mind knowing that I have my financial affairs in the very best hands I appreciate all the regular updates, reviews and seminars. Mostly, I value the professional and individual personal care and interest afforded to me and my son.” Denise Frank

Magda Wierzycka: Innovation ensures sustained growth

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Success comes from the synergy between leadership, staff and client-focused strategies

● The growth of Brenthurst Wealth over the past 20 years is testament to a singular vision executed to perfection Driven by a passion to help clients maximise their investments, Brenthurst has become a name trusted in households across South Africa and beyond

From humble beginnings in 2004, Brenthurst has built a formidable reputation as an independent wealth advisory firm that punches well above its weight

MD Brian Butchart ascribes this partly to the role played by co-founder Magnus Heystek, who has been a fiercely independent voice ever since his days as a (sometimes combative) personal finance journalist

“Magnus has been key in terms of the marketing, with his background as a journalist, in 702 radio, and with our seminars and webinars, he’ s been the face of Brenthurst,” says Butchart

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Charize Beukes, Maria Smit, Marise Reinach (seated), certified professional advisers at the Pretoria office, are part of the winning Brenthurst team

Leading from the front

Butchart adds that though having this public face is important, the key to building a successful business while expanding at such a pace is to find the right leaders to help grow the company

“Getting the right people with strong leadership skills becomes very important We emphasise the need to provide opportunities for career growth within the organisation, which means you need quality people with strong leadership skills

“The starting point is finding high-calibre employees who are going to match up to what you ’ re looking for in a particular branch If you have multiple offices, communication becomes extremely important So we focus not just on the clients, but making sure we communicate well with our staff as well ”

The force behind Brenthurst’ s internal and external communication is Sue Heystek, who brings her formidable energy to bear on all marketing activities

“In over 20 years, I think we ’ ve lost about three staff members,” she says. “Which is remarkable in an age where people come and go I think

Office network

Brenthurst’s primary offices:

● Joburg (Fourways)

● Joburg (Sandton)

● Pretoria (Erasmuskloof )

● Cape Town (Granger Bay)

● Cape Town (Claremont)

● Bellville (Tyger Valley)

● Stellenbosch (Central)

● Paarl (Val de Vie)

● Garden Route (George)

● Mauritius (Black River)

Satellite offices:

● KwaZulu-Natal

● Free State

● Mpumalanga

● North West

Sue has played a phenomenal role with her people skills, keeping people happy “She spends a lot of time bonding with the guys because if I’ ve learnt one thing from Richard Branson’ s books, it’ s: ‘Before you even worry about clients, worry about your personnel If you keep them happy and motivated, you ’ ve got a successful business ’”

Rapid growth

Guided by the vision of the three founders, the firm today has a staff complement of about 70, of which 23 are financial advisers, who help look after R20bn in assets of nearly 4,000 clients This rapidly growing client base, which has increased by more than 40% since 2020, has resulted in an equally brisk opening of new offices

In 2024, Brenthurst now has nine local offices and an international arm in Mauritius, as well as satellite offices in four provinces

“One of the things I often hear from new clients bringing their business to us is that they never hear from their advisers,” says Heystek. “For us, it’ s not just a portfolio statement sent once a year, we really do build strong relationships with our clients We speak to them regularly, whether it’ s through seminars, webinars, or the relationship manager or adviser And the administrative support team behind that adviser goes a long way to retaining or strengthening the relationship over time ”

Sue Heystek says regular client communication is non-negotiable as it drives engagement and helps to calm jittery investor nerves when markets get choppy One of the

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primary weapons in her arsenal is the weekly newsletter that has nearly doubled in subscriber numbers since 2020, to more than 16,000

“Building relationships over the long term is a key component of our philosophy and the cornerstone of our investment approach,” she says

“As we celebrate our 20th anniversary, a feat in itself, we are proud to be considered the most trusted boutique wealth manager, as reflected by a recent survey run by the respected business and financial news website, Daily Investor ”

Brenthurst Wealth’ s twodecade success story underscores the power of teamwork and shared vision At its core, the firm’ s journey is a testament to a collective effort, where the synergy between leadership, staff, and client-focused strategies has sculpted a trusted name in wealth management x

An expanded service offering

Adapting to clients’ diverse and changing needs ensures they never have to look elsewhere

● When Brenthurst Wealth started, the focus was solely on building investment portfolios to guide clients in creating and growing wealth However, as the client base grew and the products offered by the investment industry developed, new thinking was required to expand the offering to manage increasingly complex investment strategies

“Successful investing is about a lot more than the construction of portfolios,” says Brenthurst MD Brian Butchart

“A comprehensive plan needs to include elements such as a will, and if the client’ s strategy requires it, estate planning, efficient tax structuring and set-

ting up a trust – local or offshore. For many clients, we manage all aspects of their entire personal finance strategy, aligned with their goals ”

Expanding in response to growing needs

The Brenthurst client base includes investors with corporate careers, professionals such as doctors and attorneys, but also a growing group of business owners and entrepreneurs Showing their trust in Brenthurst’ s expertise, many business owners ask for a retirement solution they can offer their employees And so, the employee benefits division was born

This division provides a range of services to help companies offer comprehensive and competitive employee benefits packages

Investment and retirement planning

Brenthurst clients will know these services best as this is usually the first touchpoint for new clients, and the specialisation for which Brenthurst is renowned Products and services offered include advice on retirement annuities, preservation funds, living annuities, discretionary investments, and offshore investments

Estate planning

Estate planning is a multifaceted service that goes beyond traditional boundaries It incorporates everything from drafting wills to cross-border estate planning for clients with offshore investments, and even acting in fiduciary capacities

Foreign exchange

The forex services division

provides a comprehensive suite of financial solutions tailored to meet the diverse needs of clients, focusing on efficiency and convenience

The division enables seamless real-time forex transactions, including opening call accounts on the Investec platform, under a dedicated forex licence

It’ s difficult to imagine that Brenthurst could increase the scope of its services in the next 20 years, but anything is possible What the business’ s rapid expansion shows is a willingness to adapt to changing needs and scale up to ensure that clients have no need to look elsewhere x

Writer: Johann Barnard Sales: Cris Stock

The Brenthurst team work together in service of clients but take time out once in a while to celebrate big events, like the 2023 Rugby World Cup