Navigating Financial Futures

In this conversation, Cover’s Tony van Niekerk speaks with Elke Brink, Wealth Advisor at PSG Wealth, about her journey into the financial planning industry, the importance of professional qualifications, and the evolving role of financial advisors in today’s complex landscape.

Elke shares how she initially pursued veterinary studies before discovering a passion for finance and investment management. Inspired by industry leaders and driven by the principle of “beginning with the end in mind,” she transitioned into wealth management — a decision she has never looked back on.

A key theme in the discussion is the value of the CFP® designation, which Elke views as essential for understanding holistic financial planning. While clients may not always focus on titles, she believes the qualification builds credibility, trust, and confidence when paired with consistently sound advice.

Reflecting on her own career, Elke discusses the challenges and opportunities of entering the industry as a young woman. She highlights that clients often seek advisors who can accompany them over the long term, making youth an advantage rather than a barrier. She also notes how women often bring additional empathy and relational depth, which strengthens client trust and connection.

Elke emphasises the ever-changing and dynamic nature of financial planning, where no two clients are alike and markets, products, and tax landscapes continually evolve. This constant change, combined with the deeply personal responsibility of managing clients’ futures, keeps her work both challenging and rewarding.

For young advisors, Elke’s advice is clear: start building your client book early, focus on long-term relationships, and commit to continuous learning. By combining technical expertise with empathy and consistency, advisors can build both trust and a sustainable business for the future.

Key Points

• Elke Brink’s journey into financial planning and what inspired her shift from veterinary studies.
• The value of the CFP® designation for holistic planning and client trust.
• Building credibility as a young female advisor in a traditionally male-dominated industry.
• The importance of empathy, relationship-building, and long-term client partnerships.
• Elke’s advice to young financial planners: start building a client book early and never stop learning.