The wellness economy is valued at over $5.6-trillion globally. In today’s environment of rising economic pressure and shifting client expectations, successful advisors are broadening their role from traditional financial strategists to holistic wellness partners. This shift aligns well with the recent Old Mutual and Medihelp collaboration, which enables advisors to offer a broader range of integrated financial and wellness solutions that better meet clients’ complex needs.
From product provider to purpose partner
This is about reframing the advisor’s role. Today’s younger generations like millennials and Gen Z are looking beyond investment performance graphs. They’re in search of purpose, peace of mind and support that encompasses overall wellness.
A wellness advisor:
- Builds strategies around a client’s values and long-term goals.
- Helps clients budget for self-care, therapy or preventive health.
- Understands how emotional, physical and financial wellness intersect.
- Recommends holistic, value-aligned solutions, like integrating medical aid with wellness planning and long-term financial strategies.
Advisors should develop an understanding of how factors like burnout, financial anxiety or retirement concerns affect a client’s overall wellbeing.
Why now?
Encouragingly, Gen Z is already cultivating healthy financial habits: 70% have savings accounts. A growing number of younger people are investing through platforms like SatrixNOW, where over half of all new account holders are under 40. These financial planning indicators show that the younger generations are tech-savvy, optimistic and more financially engaged than ever. But many still struggle with keeping money “sticky”, leaving investments untouched for the long term rather than withdrawing them to meet short-term needs.
Advisors have a unique opportunity to bridge this gap by fostering education around risk, medical aid cover, long-term investment strategy and mental wellbeing – basically being financially fit and smart.
Clients today want advisors who:
- Offer empathy and life context, not just charts and graphs.
- Help them budget for joy, not just retirement.
- Understand that values like freedom, purpose or security are just as important as net worth.
How to position yourself as a wellness advisor
1. Start with values
Use the concept of valuegraphics¹ by simply asking better questions:
- What matters most to you?
- What brings you peace of mind?
- What does success mean to you beyond money?
2. Incorporate behavioural science
Help clients overcome emotional spending, financial paralysis or scarcity thinking. Future-fit advisors may even collaborate with life coaches.
3. Partner strategically
You don’t need to become an expert in every area. Team up with:
- Mental health professionals
- Fitness and nutrition experts
- Values-aligned service providers
- Medical schemes offering wellness-driven benefits
4. Share content that cares
Build trust by offering practical resources, like budgeting for self-care, managing financial anxiety and navigating life transitions.
5. Walk the talk
Clients value authenticity. Show how you live your own wellness values in your brand and interactions.
Wellness advising is also smart business
This isn’t just a nice-to-have. It’s a clear competitive advantage. Advisors who prioritise wellness create deeper client relationships and trust. People are more likely to stay loyal to brands and advisors that align with their values, especially those prioritising health, balance and overall wellbeing. Wellness-driven advisors naturally identify additional client needs like income protection, mental health support, life insurance and estate planning. By aligning with clients’ evolving values, wellness-driven advisors can offer more meaningful solutions.
The takeaway: relevance through resonance
Advisors today are uniquely positioned to support clients beyond investments by helping them live well, not just retire well. Becoming a wellness advisor is about stepping into a role that clients already want you to play: their guide to a meaningful life. When you lead with values and support the person, not just their portfolio, you create lasting impact.
| Medihelp’s plans include wellness benefits such as preventive care, mental health support, a guided parenting journey and a post-hospital care programme to reduce the risk of readmission – powerful talking points for advisors helping clients prioritise their health. Through our recent collaboration with Old Mutual, Medihelp is proud to be the preferred medical scheme partner, supporting an integrated approach to client wellbeing. This enables advisors to present a more comprehensive offering that supports holistic wellbeing. Alongside medical scheme membership, advisors can offer complementary products such as gap cover – an increasingly relevant solution for clients looking to bridge medical shortfalls and strengthen their financial resilience. |
