Horace Terry, Senior Financial Planner at Aton Wealth, says perseverance and industry exposure were key to establishing his independent financial planning practice after leaving Sanlam in 2020.
Horace, who began his career in Bloemfontein, said his interest in finance began in high school. “As a student, I offered to work for free at a local brokerage just to gain experience,” he said. “They declined. But three years later, I was offered an interview by a Sanlam financial planner and started working in his practice.”
He remained with Sanlam for several years before launching his own business. “In 2020, I decided to part ways and start my own wealth management practice,” Horace said. “Since then, I haven’t looked back.”
Horace said client satisfaction is a central principle in his work. “It’s a priority—almost an obsession. You can’t keep every client happy, but complaints force you to improve your systems and service,” he said.
He added that working in an investment advisory and management environment requires continuous learning. “The markets will humble you. The moment you think you’ve arrived, they’ll prove you wrong,” he said. “You realise there’s still a lot to learn – every day brings something new.”
Horace defines professional success as progress over time. “It’s relative,” he said. “When I compare my life now to 10 years ago, I can identify areas where I’ve improved. That’s how I measure success.”
Asked about influences on his career, Horace cited multiple individuals. “Some had a negative impact, others a positive one – but all taught me something,” he said.
His daily routine includes family and office responsibilities. “I take my kids to school, then get to the office by 06:45. We start consultations at 08:30,” he said. “Afternoons vary. Some days I’m at the sports field, other days I meet up with friends.”
Horace warned that the financial services industry is often misunderstood by newcomers. “People think it’s easy with high pay, but it’s highly regulated and full of challenges,” he said. “You work long hours for little initial reward. If you can push through the first five years, it becomes worthwhile.”
Horace said work-life balance is manageable due to his flexible schedule. “I manage my own diary. I can shift between personal and professional responsibilities as needed,” he said.
He emphasised the importance of maintaining client trust and satisfaction. “Your livelihood depends on your clients. It’s easier to lose a client than to gain one,” he said. “If your ethics or values are compromised, your business will suffer.”
He also urged communities to support local businesses. “Small businesses contribute to local communities, in their vicinity. But support needs to go both ways,” he said.
Horace entered the financial planning industry at age 24 and has remained in it since. “I’ve never had any other job,” he said.
He is also co-owner of a craft beer shop affiliated with a West Coast brewery. “Most people don’t know that,” he said. “Also, I have four daughters – all four born within five years”.
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Text: JUSTINE FORTUIN / Photograph: SUPPLIED
