*This content is brought to you by Brenthurst Wealth
By Tanita Conradie *
Do you know yourself? I mean, do you know yourself? Sure, you can name your favourite food or pastime, but when did you last sit down and think about your financial goals? Do you know what they are? Can you list them?
Knowing yourself and your financial goals is a crucial first step to creating a fruitful retirement. So, why do so few of us take the time to figure out what we want? Even worse, we often make financial decisions that harm our plans rather than help them.
One lesson I share with my clients is how to identify what their ‘money personality’ is. By understanding these personalities and the traits they display, you’ll be in a much better position to manage your finances to suit your true self.
To better understand these personalities, here are four of the most common ones:
1) The Socialite (aka “Spender”)
If you find joy in spending money and don’t mind a little bit of debt, you might be a Spender. Status is important to you, and you might find market volatility exciting because it often presents opportunities for increased investment and returns.
Your high-risk tolerance and active investment approach might lead you to investments such as:
– Stocks
– Cryptocurrencies
– Startups
However, beware of the pitfall of chasing high investment returns. Over the long run, this strategy could end up costing you more than you expected.
Read also: Split-decision: are you ready for the two-pot system?
2) The Minimalist (aka “Saver”)
As a Saver, you value financial security and prefer to keep your money in low-risk, stable investments. You might not always have an end goal in mind, but the act of saving gives you a sense of comfort and peace of mind.
Suitable investments for you might include:
– Interest-bearing bonds
– Money market funds
Be careful, though. Being too focused on low-risk assets can cause you to miss out on investment opportunities that offer more substantial long-term benefits. In other words, while earning interest can be a safe strategy, it often fails to outpace inflation, hampering your growth opportunities.
3) The Realist (aka “Avoider”)
If you feel stressed or overwhelmed when dealing with finances, you might be an Avoider. You tend to procrastinate on financial decisions and prefer conservative investments to limit potential losses.
However, this can hold back your financial growth and wealth accumulation opportunities. If this sounds like you, consider speaking to a financial advisor. They can guide you through what you need to do, how to do it and which investment products to use to reach your goals.
This level of guidance will go a long way to setting up your financial future without having to worry about the details.
Read also: Don’t delay investing
4) The Enterpriser (aka “Financial Planner”)
As a Financial Planner, you are goal-oriented and disciplined. You have self-control over unnecessary spending and tend to invest thoughtfully and diversely. When the market dips, you don’t panic; you stick to your long-term strategy.
Your balanced risk profile and goal-oriented approach might lead you to investments like:
– Retirement annuities
– Collective investment schemes
– Blue-chip stocks
– ETFs
However, remember not to get too caught up in investment performance or trends. Focus on your personal financial goals and make sure your investment strategy aligns with them.
Hopefully, breaking down these money personality traits and suitable investment types will help to give you a better understanding of who you are, and how you could apply this to your retirement saving strategy.
And remember, everyone is unique. Your relationship with money is personal, and a greater understanding can lead you to financial well-being. You’re not just any investor—you’re your investor. So, get to know yourself, and let’s make the most of your financial future together.
- Tanita Conradie, CFP® professional, is a Financial Advisor at Brenthurst
Megan joined the Brenthurst Wealth team in March 2026 as an Administrative and Fiduciary Services Assistant at our Val de Vie Office in the Western Cape. Prior to joining Brenthurst, Megan gained three years of experience in the retail sector, where she developed management and client service skills.
I obtained my National Diploma in Financial Information Systems from the Cape Peninsula University of Technology in 1999 and have worked in the wealth management industry since January 2000. Over the years, I have gained extensive experience in various roles, including Portfolio Manager Assistant, Planner Assistant, and Paraplanner.
Esmarelda Isaacs-Andreas joined the Brenthurst Wealth Stellenbosch office in October 2025, taking on the dual role of Receptionist and Fiduciary Administrator.
I obtained my National Diploma in Financial Information Systems from the Cape Peninsula University of Technology in 1999 and have worked in the wealth management industry since January 2000. Over the years, I have gained extensive experience in various roles, including Portfolio Manager Assistant, Planner Assistant, and Paraplanner.
Ashley joined Brenthurst Wealth in January 2025 as Office Administrative Assistant and Receptionist for the Stellenbosch Office.
René Heystek joined Brenthurst Wealth in November 2023, as receptionist and administrative assistant in the newly established George/Garden Route office.
Michelle Heystek has built a career in the financial services over the last two decades, after obtaining her B.Com degree in Financial Management in 2005. Once she joined Brenthurst in 2006, she continued her academic journey, obtaining her Certificate in Wealth Management from INSETA in 2007, followed by a Postgraduate Diploma in Financial Planning from the University of the Free State. In 2008, she earned the Certified Financial Planner (CFP®) designation.
Anelle joined Brenthurst Wealth as a Receptionist and Administrative Assistant to Brian Butchart in the Cape Town office in December 2023. She has a wealth of knowledge from working as a liaison between Financial Advisers and clients at TMA and Absa Investment Management Services (Aims) since 1998. She obtained her B. com degree from the University of Port Elizabeth in 1997.
ADMITTED ATTORNEY | FINANCIAL PLANNER & HEAD OF BRENTHURST FOURWAYS
Sanet was appointed in April 2020, joining our Cape Town team as an Executive Administration Assistant to Renee Eagar. She has been in the financial services industry since 1990. Her previous experience includes positions at Sanlam, BJM and ABSA. She spent her last 12 years working at Alexander Forbes Private Client Wealth as a Senior Wealth Management Assistant. She has received numerous accolades over the years which include but not limited to, Alexander Forbes Client Service Excellence – Silver award in 2014,2015 and 2017. Sanet has also obtained her Certificate in Wealth Management (NQF 5) in 2012 and achieved “Best Student of the Year” from Moonstone.
Maria Smit is a Certified Financial Planner® with over 10 years of experience in the financial planning industry.
