Standard Bank’s Financial Fitness Academy helps Africans build financial resilience

As South Africa marks the conclusion of National Wills Month, coupled with the observation of International Literacy Day this September, Standard Bank Insurance and Asset Management (IAM) is encouraging individuals to recognise financial literacy as more than just a useful life skill but as a powerful tool for safeguarding loved ones, making informed financial decisions, building long-term wealth, and establishing a lasting legacy for future generations.

Behind every financial decision is a human story: a parent striving to secure their children's future, a household working to regain financial stability, or an individual taking the first step towards saving, investing, or drafting a will. While many people understand the importance of planning for a better financial future, they often lack the confidence, knowledge, or support needed to turn good intentions into meaningful action.

Recognising this challenge, Standard Bank established the Financial Fitness Academy (FFA) in 2017 to help people turn financial knowledge into meaningful action. Since its launch, the programme has reached more than 500,000 people across 15 African countries, supported by more than 400 accredited coaches, helping individuals and families build stronger financial foundations and greater resilience.

The academy reaches people through employers, community organisations, banking and insurance channels, as well as strategic partners. Delivered through face-to-face and virtual sessions, this hybrid approach is enhanced with a digital companion, allowing broad access.

"Financial wellbeing is about much more than money. It is about empowering people to make informed decisions that create stability, unlock opportunities, and help them build the future they want for themselves and their families," says Deon De Klerk, Head of Insurance: Africa Regions, Insurance and Asset Management at Standard Bank.

The Financial Fitness Academy provides practical guidance through five pillars of financial wellness:

• Earning: understanding income streams and opportunities for growth.
• Spending: budgeting and making informed financial decisions.
• Saving and investing: building wealth and achieving long-term goals.
• Giving: balancing generosity with financial security.
• Protecting: ensuring appropriate insurance, risk cover, and estate planning.

Participants are supported through the WhatMatters companion app, which allows users to complete a financial health check, access educational content, set goals, and monitor their progress. To increase accessibility across the continent, content is available in English, Swahili, and Portuguese.

Whether it is strengthening a credit profile, overcoming debt-related challenges, safeguarding loved ones through appropriate insurance cover, or planning for long-term financial stability, the focus is always on helping people move from uncertainty to security.

The impact can be seen in the outcomes achieved by participants:

• 87% of coached participants recorded improved credit scores.
• 93% of credit disputes were successfully resolved.
• 531 individuals were supported in exiting debt review.
• 9,847 financial actions were taken by participants to address needs identified during their financial wellbeing journeys.

The academy impact is also evident at a country level. In Kenya alone, 15,937 people were reached through 177 sessions delivered across leading organisations in 2025. The programme focused on the individual reflection of participants’ current reality as well their desired future state and did not market specific products. 29% of attendees post attending the programme took up products and solutions with the Group (on average 4 products each), demonstrating that participants were not only learning, but also taking action to address multiple financial needs.

"Every improved credit score, successfully resolved dispute, debt-review exit, or milestone achieved represents a person taking a meaningful step towards greater financial security," says De Klerk. "That is the real impact of financial education, giving people the confidence and capability to turn knowledge into progress."

As conversations around estate planning, financial protection, and literacy took centre stage this September in South Africa, the academy continued to equip people across Africa with the knowledge and support needed to make sound financial choices. In doing so, it delivered on its mandate to help transform financial education into lasting behavioural change, enabling individuals and families to strengthen their financial wellbeing and create a meaningful legacy for future generations.

Financial Fitness Academy’s impact has also been recognised internationally, earning a Special Commendation (Bronze) at the Money Awareness and Inclusion Awards (MAIA) for Best For-Profit Adult Education. At least 250 entrants were considered from over 41 countries. More recently, the academy won a Bronze Stevie Award for Technology Excellence in 2026, where 700 nominations were considered from 37 countries across the various categories.