It’s all about trust

03 September 2015 Jonathan Faurie

As we acclimatise ourselves to an industry that will be greatly governed by regulation, we need to find ways in which we can get our clients to see us as key individuals on their journey to financial success. This journey comes with many twists and turns and the destination is never assured. On this road, trust is a key factor that we need to hold onto.

Give away

We are giving away five copies of the book The Trust Factor. All you need to do is answer the following question: Who is of the opinion that trust is a bit more complex than we think? The first five answers of the above question will receive the book. Please e mail your answer together with all your contact information (postal address / e-mail / telephone number) to

About the book

Trust has always been and always will be a key ingredient for advisers and intermediaries to build and maintain their businesses successfully. Earlier this year, Anton Swanepoel CFP, co-founder of Cutting Edge Business Solutions, released a book in which he explains the components of trust advisers will have to master if they wish to grow their businesses in a highly competitive and onerous environment. Swanepoel’s book, The Trust Factor, has received much support from inside and outside the financial services industry.

Trust is key in society

According to Professor Mervyn King, author of The Corporate Citizen and Chairman of the King Committee on Corporate Governance in South Africa, which has published the King I, King II and King III Reports on Corporate Governance in South Africa, “Trust is fundamental to every business, regardless of the products it sells or the services it provides, regardless of its size or the number of people it employs. Ultimately, trust is the glue that keeps all the stakeholders together and it lays a sound foundation for the business to prosper over the long term. The fundamentals of trust, as highlighted in The Trust Factor, lies at the heart of ethical conduct and most certainly compliments some of the key objectives of the King Reports on corporate governance. In The Trust Factor the author successfully highlights the significance and importance of trust in business relationships.”

“The fundamentals of trust, as recorded in this publication, are logical and well supported by some of the most respected authors in modern business, which adds to the quality and credibility of the content. The 7Cs of trust offers a sound foundation and a very practical framework for any board that desires to create a high trust culture in their business. Modelling these values daily will go a long way in assisting all the stakeholders in the business to be successful and sustainable over the long term.”

More complex than believed

Professor Jonathan Jansen, Vice-Chancellor and Rector of University of the Free State asserts that, “This thing called trust is a bit more complex than we think, and yet so essential for building relations, strengthening organisations and improving learning. With an exceptional grasp of the literature on trust, and a lifelong interest in how organisations—including schools—can profit from trust, Swanepoel has made available, to all of us, an invaluable resource for all of those interested in this priceless commodity.”

Godfrey Nti, CEO of the Financial Planning Institute of Southern Africa stated: “As a recognised professional body that grooms and accredits some of the finest professional financial planners in South Africa, the topic of trust is instinctively close to FPI’s heart. I cannot thank Swanepoel enough for taking time to put together this very informative and easy-to-read book titled The Trust Factor. We gladly encourage all professionals and aspiring professionals to read this book, evaluate the critical importance of trust and to start making critical decisions on how best to go about investing into developing what should be their biggest asset anyway – trust.”

Playing a pivotal role

Prem Govender, former Chairperson of the FPI commented as follows: “In as much as trust plays a pivotal role in every aspect of one’s life, the question of trust and trusted relationships when conducting business or practising a profession is absolutely not a negotiable. Therefore I was delighted to read Swanepoel’s book The Trust Factor. If there is any doubt as to how important trust in business relationships is then this book is a must read. It will clearly and succinctly demonstrate the importance of this vital component when running a business.”

Jay Ramsunder, President of the Financial Intermediaries Association: " Swanepoel displays in The Trust Factor his deep understanding of the changing financial services landscape, it's complexities, it's values of morality and trust that forms the bedrock of the financial planning process. He emphasises the role that trust plays in the furtherance of good financial planning. This principal applies equally in our business and personal relationships with clients, friends and family. This book should form an integral part of and basis of our own code of conduct. A must keep and read for every financial planner"

Editor's thoughts:
We believe  that this publication can add much value to advisers and intermediaries who want to be successful in their business. The Trust Factor has been accredited by the Financial Planning Institute and offers 2 CPD Points for ethics. The book is available from Cutting Edge Business Solutions at a cost of R 114.00 (inclusive of VAT) but it excludes postage. Book orders may be sent to

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