Building trust to strengthen your value proposition

Financial advisers have a front-row seat to what serves clients well and where products or industry practices need adjustment.

A glance at Macfin Consulting (Pty) Ltd’s Facebook page, a financial services company offering medical aid, risk cover, car insurance, and investment advice, reveals much about its owner and managing director, Mahomed Suleman. The cover photo shows a little girl washing her dad’s car, with the words, “Every boss started as a worker”.

This image captures a simple truth: everyone who rises to a position of authority, as Mahomed has after founding his own insurance brokerage in Durban, begins their journey at an entry-level position.

After completing a BCom degree at Regent’s Business School, Mahomed spent nearly three years at Old Mutual and almost four at Discovery. These early experiences gave him firsthand insight into the importance of personal values such as humility, empathy, respect, experience, and a drive for growth.

“When applied consistently in business,” Mahomed says, “values can make all the difference.” Here’s how he defines them:

• Humility keeps leaders grounded and aware of their own growth journey.
• Empathy helps them remember the challenges and perspectives others face along the way.
• Respect ensures that every person’s contribution, however small or seemingly insignificant, is recognised.
• Experience provides context for sound client advice.
• A growth mindset drives continuous improvement and creates opportunities for progress.

Insights from experience

“I’ve loved becoming an independent advisor with my own brokerage since opening Macfin Consulting in 2017,” says Mahomed with enthusiasm. “It allows me to explore the entire industry, choose the best products for each client, and tailor advice to match individual healthcare needs.”

His current focus is on service and affordability, recognising that every client wants the best value at the most affordable rate.

“Medihelp charges anyone under 26 a child rate, while many other schemes charge adult rates from age 21. This makes private healthcare more accessible to young professionals starting out in their first jobs.”

Mahomed stresses that going without private medical cover in South Africa is simply not an option. A car accident or medical emergency without hospital cover can have devastating financial consequences for anyone needing urgent, quality treatment – preferably in a private facility.

He advises clients across all financial areas, pairing medical aid and gap cover where possible, and building portfolios with retirement and life products suited to their needs and budgets to ensure lasting financial security.

Earning respect through knowledge

“When I started out, I faced challenges, even scammers,” Mahomed recalls. “I had to build a name for myself and earn the trust of my clients. My business thrives mainly on referrals, so reputation is everything.” He believes Medihelp provides excellent support for new advisers through its training, networking, and social opportunities.

Preparation is key. “Study your products thoroughly. When clients ask questions, answer confidently. Saying ‘I’ll get back to you’ too often can erode trust. Your credibility depends on product knowledge and sound advice.”

Listening and professionalism

“You need patience in this industry, and you have to listen to your clients. When someone is upset, even if their grievance isn’t your fault, let them express themselves freely. Some clients can be difficult, and it’s important to act with restraint if you feel personally antagonised. Always stay calm and professional. At times, though, it may be better to part ways than compromise your principles.”

Balancing work and wellness

To manage the demands of this role, Mahomed works regular hours and makes time to mentally unwind and recharge each day, and to exercise. Playing padel or soccer with his mates and going to gym most weekdays keeps him physically fit and socially connected.

Navigating affordability challenges

Mahomed notes that rising medical aid premiums have made cover increasingly unaffordable for many South Africans, especially lower- and middle-income earners.

“If you earn R15 000 a month and your medical aid costs over R5 000, it’s unsustainable,” he says. “This is where sound advice, built on trust and a genuine focus on clients’ needs, can make all the difference.”

Build your advisory journey with Medihelp

Ready to build a fulfilling career helping people navigate their healthcare needs? Discover how you can partner with Medihelp and make a meaningful difference in your clients’ lives.

Connect with Mahomed at mahomedsuleman@telkomsa.net.

Written by Vanessa Rogers, with editorial refinements by Medihelp