Deon De Klerk, Head of Africa Regions, Insurance and Asset Management at Standard Bank

Standard Bank's Financial Fitness Academy has earned international recognition for its contribution to financial education across Africa, receiving a Special Commendation for Global Best For-Profit Adult Education at the Money Awareness and Inclusion Awards 2026.

The international awards programme celebrates excellence in financial education and attracted 244 entrants from 41 countries this year, underscoring the Academy's growing profile on the global stage.

Established in 2017, the Financial Fitness Academy was designed to help employees of Standard Bank's corporate clients reflect on, plan, and improve their financial wellbeing. Since then, it has reached more than 500,000 people across the continent.

The Academy provides a practical, structured approach to personal finance, helping participants better understand, manage, and grow their financial resources through interactive tools, expert-led sessions, and personalised guidance.

"Financial literacy is a catalyst for economic growth and individual empowerment. This recognition affirms the impact of the Financial Fitness Academy and reinforces our commitment to expanding access to financial education across Africa," says Deon De Klerk, Head of Africa Regions, Insurance and Asset Management at Standard Bank.

The Academy is built around five core pillars of financial wellness:

1. Earning: understanding income streams and opportunities for diversification
2. Spending: budgeting and making informed financial decisions
3. Saving and investing, setting long-term goals and building wealth
4. Giving: balancing generosity with personal financial security
5. Protecting: ensuring appropriate insurance and risk cover

Participants are supported through the WhatMatters companion app, which offers interactive tools, educational content, and space to record personal financial goals and reflections. The programme also offers masterclasses on topics such as investments, insurance, and business finance.

Since its launch, the Academy has evolved from in-person workshops into a hybrid model combining online sessions, interactive content, and digital tracking tools. In 2024 alone, it engaged 128,000 participants across 11 countries, including Kenya, Uganda, Nigeria, Tanzania,  South Africa, Zambia, Zambia, Zimbabwe, Eswatini, Lesotho and Botswana.

"The Academy is closely aligned with our purpose, Africa is our home, we drive her growth, because it addresses low levels of financial literacy that can limit wealth creation and entrepreneurial growth," says De Klerk. "By equipping people with practical tools and knowledge, we support both personal financial progress and broader economic development."

Looking ahead, we plan to expand the Financial Fitness Academy across the Groups entire African footprint while enhancing the WhatMatters platform with improved tracking tools and financial health dashboards. We are also starting to introduce generative AI to personalise learning journeys and provide more contextually relevant financial guidance.

"We see significant opportunity to broaden access to financial fitness support across our markets while deepening our offering in South Africa for both individuals and businesses," says De Klerk.