wealth redefined.TM
A collective of experienced advisors, built on trust and independence.
Founded in 2005, Wealth Associates began with a simple idea – to put people before products. What started as a small group of independent advisors has grown into a national, advice-led business helping clients manage, protect, and grow their wealth with confidence.
Today, we offer expertise across wealth and asset management, financial and risk planning, employee benefits, tax and fiduciary services, and short-term insurance – supported by partnerships with more than 100 leading providers.
In 2023, Wealth Associates was acquired by the Carmel Wealth Group, opening new opportunities for growth while preserving our independence and client-first philosophy.
About Carmel Wealth
Redefining your wealth, your way
Independent, global thinking
Carmel Wealth is a privately owned investment company with diversified holdings across independent wealth management, family office, and risk advisory businesses. Founded by industry veterans with experience in building and leading large-scale global financial services organisations, Carmel is a long-term, collaborative capital and business support partner to leading financial advisory practices seeking growth or succession solutions.
Carmel is committed to structural independence. With no life company or asset manager as a shareholder, their model supports the delivery of objective, advice-led solutions that lead to better outcomes for clients.
A global perspective with
local expertise.
An independent, globally informed approach to wealth management gives South African clients access to unbiased advice and world class investment expertise.
TRULY INDEPENDENT ADVICE
Without ties to any life assurer or asset manager, our advisors have full freedom to recommend the right solutions for each client. That independence ensures objective advice, focused purely on client outcomes.
GLOBAL INSIGHT. LOCAL IMPACT
Our network spans local and offshore markets, giving clients access to opportunities, research, and investment expertise from around the world – applied with deep understanding of the South African context.
Shaping the future of wealth management
Embracing key global trends such as digital integration and personalised investment experiences, this approach creates smarter, scalable, and more connected ways for clients to interact with their advisors. By addressing industry challenges such as fragmented systems and outdated technology, it empowers advisors to better serve evolving client needs.
“As the industry has evolved, so has our business, shaped by a growing team of experienced professionals united by a shared approach to thoughtful, independent advice. Our progress has been driven by collaboration, long-term relationships, and a commitment to continually raising the standard of service we provide. By investing in our people and our expertise, we have created a firm designed to adapt, endure, and support our clients through every stage of their financial journey.”
Charlene Prinsloo, Managing Director
Our vision
We want to redefine the meaning of wealth in the minds of clients. We understand that wealth and the management thereof is far better explained by its original meaning; well-being and this insight drives our purpose.
Our purpose
By guiding, growing, and protecting their wealth, we empower our clients to live the life they want and to experience financial well-being as defined by them.
Our Client Promise
At Wealth Associates, we’re here to guide, grow, and protect your wealth so you can live the life you’ve imagined and enjoy genuine financial well-being – whatever that means to you.
We promise to always:
- Be honest and dependable, earning your trust through integrity and transparency.
- Put you first, offering clear, unbiased advice and solutions that fit your needs.
- Treat every interaction with care, showing professionalism, respect, and genuine courtesy.
- Do things the right way, always meeting our regulatory and ethical responsibilities.
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- Work alongside advisors who share our values and our passion for helping people make confident financial decisions.
- Value diversity and community, knowing that what we do matters beyond just finances.
- Keep raising the bar, striving for excellence in everything we do.
Our people
There is a wealth of knowledge in our business. Our Management Team has extensive local and global experience and networks in asset and wealth management and will provide strategic direction on the acquisition and integration of additional wealth management businesses into the group, as well as enhancing and expanding its local and global investment capabilities.
Charlene Prinsloo
Managing Director
Theoniel McDonald
Head of Financial Planning
Mauritz Van Den Heever
Head of Technology
Alastair Mackie
Advisory Council Chair
Carlia van der Merwe
Head of Risk & Compliance
