Imagine having a guide who’s not only mastered the art of investing, but has also reshaped the landscape for everyone. That’s Helena Conradie. As the former CEO of Satrix, she spearheaded the growth of South Africa’s ETF market, making investments accessible to a broader audience. Today, she’s at the helm of TenFour Partners, a firm she co-founded in 2022, continuing her mission to empower investors.
We found out what she does with her own cash.
If money could talk, what would it say about your spending habits?
Money would likely say: “She’s a dreamer, constantly imagining her next big adventure – whether it’s an exciting trip to a new place or the latest upgrade to her camera collection. But don’t let that fool you; she’s got a solid plan behind it all!”
I’m someone who knows how to dream big, but I also make sure those dreams are backed by a strategy. I set aside funds for the things I love – travel, tech, photography – but I’m also mindful that this doesn’t derail my retirement plan. It’s about finding the sweet spot between living in the moment and securing long-term financial goals.
What key financial principles do you prioritise in your personal life and why?
Probably one of the first things I had to unlearn was that it’s okay to talk about money! Growing up, it was a bit of a taboo subject, but my career in finance has helped me realise how important it is to have open discussions about it.
In terms of principles, I believe in long-term investing and being intentional with my financial decisions. I’ve learned that you can’t just shoot from the hip, but you also need to know when to step back and let the experts take charge. I trust my financial adviser completely, but I still have a responsibility to ask questions to make sure I understand the journey!
How did you learn most of your lessons about money: trial and error, advice (and from who), or your studies?
I studied applied mathematics, so the plan wasn’t exactly to end up in finance. How I got here is a story in itself. Most of my lessons have come from advice and guidance along the way – colleagues and mentors have been invaluable. Then there’s the trial and error part – getting my feet wet in property and non-traditional assets, where you learn by doing (sometimes more than you expect!). But curiosity has always driven me to dig deeper, reading and exploring as I go.
Would you rather spend money on an expensive overseas trip to go mountain biking in South America or running in the Alps?
I love mountain biking, and would in the past have said yes to that trip in a heartbeat, but today, I’d lean more toward hiking or photography trips. I’ve always been drawn to places that offer unique experiences – whether it’s capturing wildlife on a photo safari or a first-time trip to Japan.
What’s an unconventional asset class you’ve considered investing in?
Cryptocurrencies and tokenised assets definitely intrigue and scare me at the same time. They’re unfamiliar territory for me, but that’s exactly why I want to learn more. I’m fascinated by the potential of these assets, and I’m determined to understand the nature of the beast – though I have a feeling I might never fully get there! Still, the challenge of trying to make sense of it is something that pulls me in.
What advice would you give to young professionals about building wealth and managing their finances?
Just start! It was a tagline we used at Satrix, but it’s more than just marketing – it’s a principle I wholeheartedly believe in. Once you start, you’ll experience the power of compounding and, more importantly, the lessons you learn along the way. You’ll discover your thing – whether it’s getting more involved in your financial journey or realising that delegating to a financial adviser is best for you. Either way, starting is the key, and you’ll be amazed at how much you learn as you go.
What’s a financial trend you find to be overrated?
It’s not about the specific investment trend, but the hype surrounding it. Certain buzzwords – “passive investing”, “ESG”, “impact investing” – they get thrown around so much that they become more about the name than the actual investment. People jump on the bandwagon without really understanding what they’re investing in or why. The real investment strategy should focus on the substance of the asset, not just the buzzword. I’ve seen this happen across trends, going all the way back to “new economy stocks”, which I’m sure some of your readers might not even know about! It detracts from the value of the real investment.
If you could give your younger self one piece of financial advice, what would it be – and would you actually listen?
It would be a combination of “Just start” and “Don’t rush the process.” Slow and steady really does win the race, and hindsight has taught me that the best things in life and finance take time to build. Back then, I probably wouldn’t have listened – I thought I had it all figured out. But now, I know that patience and long-term wealth-building are far more important than quick wins.
What’s your retirement plan?
For me, a retirement plan is now all about avoiding big risks, preserving savings and clearing my mind on what’s important going forward. Financial freedom means being able to make choices that align with what matters to me, whether that’s continuing to work on projects I care about or enjoying life on my terms. It’s about spending wisely, but still enjoying the journey.
How can South Africa achieve widespread financial literacy and inclusion?
This is where I get really excited. After leaving Satrix, I’ve made it a priority to contribute to financial literacy and inclusion wherever I can. It starts with education – teaching children from an early age about the relationship with money. And then, on a corporate level (the world I’m most familiar with), all businesses need to take responsibility for financial education. It’s not just the financial services sector that should focus on this – retail, telecoms, IT and beyond all have a role to play. The more we make financial literacy accessible across the value chain, the more we can move towards real financial inclusion.
In association with EasyEquities
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