Dr Gizelle Willows

Founder: Dr Gizelle Willows

PhD and NRF-rating in Behavioural Finance

 

A message from the founder

I realised that the missing link was the human element.

I have always been drawn to the intricacies which drive optimal savings. I was raised with the motto: “If you can’t afford to pay cash for it, you can’t have it” and that has driven most of my personal finance decisions. This does not mean all has been plain sailing. Consumerism is rife and no-one is immune. This forms the crux of my work: helping others to reach their financial goals, amidst the societal and cultural pressures that are present.

I began my working career as a CA(SA) before deciding to study further. Building my profile as a researcher and academic I was always trying to determine what makes some save and others not, notwithstanding different income levels. I slowly started to uncover the intricacies that influence our relationship with money. Not only the behavioural biases, but the impact of different socioeconomic characteristics, pervasive financial illiteracy, and the absence of appropriate planning to achieve financial goals. And I started to see the impact of these idiosyncrasies play out in the financial planning (or lack of planning) of many around me. 

There is no shortage of blogs, podcasts and books that give excellent saving, budgeting and investment advice. And I am a subscriber to many of these. But I realised that the missing link was the human element. Delivering these messages in such a way that everyone can feel like they too can understand and master their own financial planning. Helping individuals and businesses to understand their own limitations and to realise that these limitations are not unique to them. Encouraging your employees to realise that financial goals are not about having as much as possible, but about recognising what truly makes them happy. And lastly, assisting you to empower your employees to be in control of their financial situation… one nudge at time.

A message from the founder

I realised that the missing link was the human element.
Dr Gizelle Willows

Founder: Dr Gizelle Willows

PhD and NRF-rating in Behavioural Finance

I have always been drawn to the intricacies which drive optimal savings. I was raised with the motto: “If you can’t afford to pay cash for it, you can’t have it” and that has driven most of my personal finance decisions. This does not mean all has been plain sailing. Consumerism is rife and no-one is immune. This forms the crux of my work: helping others to reach their financial goals, amidst the societal and cultural pressures that are present.

I began my working career as a CA(SA) before deciding to study further. Building my profile as a researcher and academic I was always trying to determine what makes some save and others not, notwithstanding different income levels. I slowly started to uncover the intricacies that influence our relationship with money. Not only the behavioural biases, but the impact of different socioeconomic characteristics, pervasive financial illiteracy, and the absence of appropriate planning to achieve financial goals. And I started to see the impact of these idiosyncrasies play out in the financial planning (or lack of planning) of many around me. 

There is no shortage of blogs, podcasts and books that give excellent saving, budgeting and investment advice. And I am a subscriber to many of these. But I realised that the missing link was the human element. Delivering these messages in such a way that everyone can feel like they too can understand and master their own financial planning. Helping individuals and businesses to understand their own limitations and to realise that these limitations are not unique to them. Encouraging your employees to realise that financial goals are not about having as much as possible, but about recognising what truly makes them happy. And lastly, assisting you to empower your employees to be in control of their financial situation… one nudge at time.

Our value-add

Connected to people

Understanding limitations in financial literacy and behavioural biases that make each person’s relationship with money unique.

Passionate about improving financial wellness

Challenging spending habits and advocating appropriate planning to achieve personalised savings goals.

Knowledgeable in finance, tax and retirement planning

Over a decade of research, application, and experience enables informed investment principles applicable to personal circumstances.

Our methods are backed by accredited research

We don’t advocate teachings that we haven’t tested. We aim to continually stay at the forefront of the latest research and up-to-date with investing and financing principles. We contribute directly to the debate and focus on four key research areas. 

Where our research is focused:

Financial markets and performance85%
Behavioural finance and investor behaviour100%
Retirement planning and savings45%
Financial literacy and inclusion30%

Nudging the financial behaviour of employees

Aiding understanding of behavioural biases and spending behaviour

Nudging the financial behaviour of businesses