The road to success: Listen, learn, and work hard

“I make the complex world of medical aid simple by breaking down the fine print into clear, practical options so clients know exactly what they’re getting. My expertise lies in helping people match the right plan to their real-life needs – no confusion, just facts they can rely on.”

At just 36, Anastasia Davydova is leading the charge in the South African financial adviser hall of fame. She’s been at Curemed for four years now, and is thriving in one of the industry’s toughest and most demanding niches – the healthcare cover of her valued clients.

“When I first got into the medical scheme industry,” reveals Anastasia, “I quickly realised how overwhelmed people get by all the choices. That’s why I’ve made it my focus to really listen to what clients need and the small details they tell me so I can match them with a plan as suitable and financially sustainable as possible.”

Curemed is the first company Anastasia has worked for as an adviser. Previously, she did casual work, such as waitressing. After working for a call centre firm collecting data, she decided to try being a financial adviser out. “I didn’t know at the time that I wanted to focus on medical aids specifically, but I was keen on everything from life insurance to investment products. It’s four years on, and I’m still in my element,” she enthuses.

Values-driven path to the pinnacle

Anastasia lists her core inner values as discipline, integrity, accountability, resilience, and growth. Each one applies to her work as much as it does to her personal life:

• Discipline
“This is about staying consistent in my daily tasks but also planning for the week and year ahead. I endeavour to deliver on my promises to clients (and to myself), via the copious notes made by my personal assistant, Claret.”

• Integrity
“Always act with transparency and honesty, especially when no one’s watching. Clients trust me with sensitive information, including their healthcare decisions. I put a lot of effort into ensuring they’re on the right plan for their needs.”

• Accountability
“To me, this means not laying the blame on someone else – whether it’s a colleague, the industry, or how many leads were lost. I strive to take full ownership of my commitments, targets, and client outcomes. If I give advice, I take responsibility for it. If something doesn’t go according to plan, I attempt to remedy the situation as best as I can.”

• Resilience
“Be prepared to bounce back from challenges, because this industry can be tough. It is what you make of it, so brush off rejection and keep pushing extra hard, especially on days when you feel your motivation dipping.”

• Growth
“If something’s stagnating, it’s poised to die out. Growth involves continuously learning about medical aids, sales best practices, and the ability to give your soundest advice. You should keep yourself on the path of playful self-development”.

Nothing worth having comes easily

Anastasia is highly target-driven and wasn’t hung up on her basic wages when she started out. “I just wanted to make some good commission,” she explains.

This motivated her from the start. She set out on her usual competitive trajectory to read all the books, watch all the YouTube clips, and train herself to beat the industry’s best. “The job fell into place quite quickly for me. Within the first couple of months on the sales floor, I was able to take on one of Curemed’s top performers. Since then, I’ve been on a roll.”

She firmly believes that nothing worth having ever comes easily, especially if there’s a great deal to learn (like the pros and cons of the top medical aids and knowing how to position each one correctly for the client at hand).

“Sales is its own unique game, so I easily watched hundreds, if not thousands, of videos focused on overcoming objections, creating urgency, and becoming a closer. There were loads of sleepless nights. I still work long hours, but those early hiccups have shaped the way I currently work,” she enthuses.

However, sales are not the be-all and end-all for Anastasia.

“For me, it’s not so much about selling a product as it is about giving my clients the peace of mind that they’re covered in the most important ways,” she explains.

“They gravitate towards me because I’m consistent and logical and because I listen carefully to their concerns, responding with practical solutions. They know I respect their time, as well as my own, and focus on what matters most to them.”

Structure above balance

“What is balance?” laughs Anastasia. “In such a high-pressure environment, where I set my own goals and run my own business within the Curemed environment, achieving balance can be extremely challenging.” Her approach, she reveals, is rather to push herself hard – although not quite to breaking point, of course – and then to reboot with a much-needed and spontaneous holiday before going at it full on once again.

“What really helps is having a routine that provides me with mental structure, exercising regularly (which is vital – I can’t stress this enough), and aiming for six to seven hours of sleep a night.” Anastasia also delegates all personal errands and administrative tasks to her PA, which frees her up to focus on clients and meeting her targets. “I don’t know what I’d do without Claret. Shout out to her!”

How success at work snowballs

Since joining Curemed, Anastasia has worked her way up to becoming one of the best-performing agents. A few of the internal accolades she’s achieved include Most Income Generated in a Year and Gap Cover Champion.

Additionally, Curemed was one of Medihelp Medical Scheme’s top five performing brokerages at the Pretoria Adviser Awards in July 2025. Anastasia received recognition for her outstanding adviser performance. “Huge thanks and much appreciation go to our Medihelp broker consultant (BC), Martin Muller, whose unlimited support via WhatsApp always makes my work with clients that much easier.”

Working in medical aid has had a snowball effect of success. When she entered the industry, she immediately found her calling.

“You’re helping people with something so important,” she reflects.

“And my achievements in the professional space have spilled over into my personal life – I’ve been able to generate significant passive income from my growing real estate portfolio. What a motivator!”

Setting a fitting example

Anastasia is practical when it comes to holistic well-being thanks to what she’s exposed to at the office. “Just this morning, I spoke to a client with cancer – a serious health crisis that any one of us could face.” She’s, therefore, careful to schedule regular mini check-ups and to see her doctor annually for a full assessment. “I focus on taking charge of my health in a proactive way so I can be at my best for both my clients and myself.”

The world according to Anastasia: Top tips

To industry newcomers, she advises: “Know your products, and learn sales techniques. Talk to top performers and gain perspective. Always put integrity and honesty before making a sale. The possibilities are endless, and the industry literally allows you to write your own pay cheque.”

To those without a medical aid, she urges: “I hear so many stories of people who are forced to watch a loved one face a scary diagnosis while feeling powerless. If you join a medical aid after diagnosis, that medical aid won’t be able to help immediately due to waiting periods. And public clinics often can’t provide timely care.

“These moments show me how crucial private medical aid is in South Africa, and I urge even young, fit people to at least sign up for a plan that will cover any unexpected hospitalisation.”

To get in touch with Anastasia, send an email to adminassist@curemed.co.za.

Ready to grow your career and help others find the right healthcare solutions? Join Medihelp’s Adviser network today.

Written for Medihelp by Vanessa Rogers