Sanlam introduces AI financial coach to help south africans build money confidence

The virtual assistant uses behavioural insights to make financial guidance more personal and approachable.

South Africa’s financial services group Sanlam has launched Coach, an artificial intelligence–powered financial guide created to help people understand and manage their money with greater confidence. Available around the clock, the digital coach engages users through simple, conversational interactions that mimic the dynamic of a personal trainer, listening, learning, and then offering guidance tailored to individual needs.

By analysing behavioural cues and spending patterns, the system identifies each user’s unique “money DNA,” highlighting habits, strengths, and potential blind spots. The goal is to move financial guidance beyond spreadsheets and jargon, making expert advice more intuitive and accessible. “AI can’t replace human advisers,” Sanlam noted, “but it can make guidance more approachable and easier to act on.”

The initiative builds on Sanlam’s ongoing efforts to break financial taboos and foster open conversations about money. Past campaigns such as The F Word encouraged people to discuss financial challenges more openly, while Money Personalities, an AI-driven experience launched earlier, helped users understand how their psychology influences saving and spending. The company believes that honest discussions about money are key to improving financial well-being, and technology can now scale that support to reach more people and communities.

As part of its latest campaign, called The F Factor, Sanlam is using AI to deliver personalised insights through a Financial Focus Report for each user. The report outlines the individual’s key financial priorities and offers practical next steps connected to Sanlam’s broader ecosystem of products and advisory services. The company says this approach aims to replace complexity and judgment with clarity and progress, helping people take small but meaningful actions toward better financial habits.

Beyond individual coaching, the new platform is also reshaping how Sanlam communicates with clients. Using the insights generated by the Financial Focus Reports, the company now tailors its marketing and service messages, whether through email, WhatsApp, or digital channels, so that every interaction is relevant and timely rather than generic or repetitive.

With Coach, Sanlam is positioning artificial intelligence as a bridge between technology and human understanding, a way to democratise financial advice and empower households to make more confident decisions. As the company describes it, this marks the beginning of a new era where digital tools don’t just manage money, but help people build lasting financial confidence.