HoneyGuide Financial Services

HoneyGuide Financial Planning is an independent financial advisory and services firm offering impartial and objective financial advice to it's clients. Set up in 2016 in Durban CBD, financial advisors offer professional financial planning solutions that help individuals and business owners achieve their financial goals. We believe that our personalised and independent approach is what sets us apart from our competitors.

We are governed by the Financial Advisory and Intermediary Services Act (FAIS Act) 2002 (Act No. 37 of 2002) which came into effect on 30 September 2004. The objective of the legislation is to ensure that financial services are rendered by financial advisors in a professional and responsible manner. This means that our clients are protected against unscrupulous selling of financial products and inappropriate advice. Our efficient service and high standards are based on a vision for excellence in financial planning.

The Value of True Lifestyle Financial Planning

The foundation of our lifestyle financial planning philosophy consists of lasting trusted relationships with our clients. We go through a process to understand our clients and their financial situation, life long dream goals and needs. This enables us to offer a fully bespoke solution. Lifestyle goals are personal and 97% of clients walking through our doors do not have clear documented goals. We lead our clients to formulate clear documented goals and in most cases, it will take few years to cement your goals.

The most important part of our service is understanding our clients, because we are fully independent, we recommend our clients goals 100% of the time and our advice is always in layers of care.

Our team of financial planners are professionally trained and qualifed. This enable us to provide expert advice bearing in mind the effect on tax, relevant legislation, and professional practice. We partner with the best discretionary asset managers in the business to ensure that our recommended investment strategy are more likely than not to beat it's benchmarks.



We build sustainable Wealth for our clients through prudent and Innovative solutions.

Core Values

Our value proposition is to be the premier provider of superior financial solutions by earning peoples trust in the most friendly and professional manner.


To help families work towards financial security through wealth. To establish life long relationships and to provide supportive customer care. To be recongzied as the resource for retirement and estate planning in our community.

We Strive For Being The Following

Being unashamedly ethical is the heartbeat of our core values. As an underlying principle behind the way in which we work, it defines us and what we stand for. We are always committed to walking an ethical path with our clients, making decisions that are led by integrity while providing distinguished service and care at all times.

Building dynamic loving relationships is the life blood of our business. We sincerely care about each client keeping individual needs at the forefront of our thoughts and actions. We place strong emphasis on personalised service and the longevity of our relationships is our measure to success. We believe that trust and truth are insepar

We believe that trust and truth are inseparable - and personal. The trust we continue to earn is deeply rooted in who we are and they way we interact with our clients and work with our partners.

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Black Economic Empowerment Profile

As a 100% blacked-owned and controlled investment company, HoneyGuide Financial Services is committed to good governance practices, transparency and compliance with all South Africa’s recommended codes of good practice.