Build a value proposition your clients willingly pay for

Are you ready to transform your financial advice conversation?

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Financial advisers and planners come here because they have several key challenges:

  1. Defining and finding enough of the right clients.
  2. Articulating their value proposition.
  3. Making the shift from commission-for-sales to fee-for-service.

These challenges are inter-connected. You have to solve them all to fix each one.

The Financial Caddie® could be the partner you're seeking to elevate your game to a whole new level.

"There had to be a better way to do what we do"

Marc Sydow worked at Standard Bank as a typical 'broker.' Unfulfilled, but inspired to do better, he shares an important experience in this 3 minute video:


"I've walked this road with Brian for nearly four years now and it has been truly transformational for me personally, and for my business.

The one-to-one and group calls have been instrumental in my development and growth. Brian is THE best financial planning coach in SA."

Mark Sydow

Adviceworx - South Africa

Start your journey with the Future Financial Planner Scorecard

The scorecard is a high level assessment of where you're currently at. 

It's free-to-take and in less than 5 minutes you'll get an immediate on-screen score and a PDF report with some extra guidance.

What we do here

We bring forward thinking financial planners together to share the journey to mastering financial planning and coaching conversations, building a lifestyle financial planning proposition and getting paid a professional fee-for-service.

We spend time talking about human conversations, how we think, talk and behave around money, and how to really make a difference in our clients' lives.

The community itself is free to join if you're a client facing financial planner. You'll find like-minded people, online and offline courses, events and the opportunity to work directly with Brian to take your proposition to the next level.

About The Financial Caddie®

Hi, I'm Brian Foster. The creator of The Financial Caddie®. 

I've spent 30+ years as a financial planner, starting as a tied agent in 1988. 

In 1997 I co-created an independent financial advice business for an accountancy firm in my home town of Oxford and made the transition from commission-for-sales to fees-for-service. I spent 12 years advising business owners and developing a lifestyle financial planning model on a fee-for-service basis.

Since moving to Cape Town in 2012 I've been helping other financial planners to develop themselves and their financial planning businesses, and I'm especially passionate about how we craft client planning and coaching conversations. 

I was a judge on the Planplus Global Financial Planning Awards competition from 2017 - 2019, and I've written, and spoken at events, Internationally about the evolution and the future of financial planning and advice.

I occasionally work with a few private clients who willingly pay me for my planning and coaching services.

Why "The Financial Caddie®?"

Once upon a time I won two golf club championships, and travelled half way around the world in search of golf mastery. 

I found myself playing on professional tours in South Africa and the UK, and recognised the connection between the relationships that caddies have with players, and that financial planners should be having with clients.

In golf, a caddie helps their player shoot the best score possible with the game they have. Financial planners can help their clients achieve the best life possible with the money they have.

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