SFPL Financial Planning Day 2022

The UFS School of Financial Planning Law invites you to its first Financial Planning Day for Practitioners.

This event aims to share insights, and developments and discuss possible solutions to topic related challenges in the financial planning industry.

Date: 9 June 2022
Time: 14:00 - 16:30
Venue: online
CPD points: To be confirmed
Cost: No charge

The online panel discussion led by experts in the field that will cover the following topics:

Behavioural Variability and decision making.

Hugh Massie

This discussion is presented by Hugh Massie, the Executive Chairman of Atlanta-based DNA Behavior International which he founded as “The Behavior and Money Insights Company”.

Hugh is a “reformed accountant” who has become a money relationship integrator, high-stakes decision orchestrator, boys without father’s mentor, devoted dad and keen golfer.

He self-empowers people globally so they can make high-stakes decisions, accelerate performance and build enhanced relationships.

His presentations encourage an “understanding people before numbers” approach by empowering advisors, leaders, families and individuals to firstly discover their own unique behavioral identity and relationship to money before considering the hard data. He also addresses how unknown behaviours which intensify through unmanaged differences, money attitudes, pressure and emotions can derail decision-making. For organizational decisions, Hugh focuses on measuring and managing the inherent behavioural variability and diversity, which naturally comes from the many invisible human behavioural differences.

Each participant leaves Hugh's presentations with the following questions answered:
• What is my identity for living and working with meaning?
• How do my unique talents, financial personality, biases, experiences, beliefs, passions, values and purpose intensify in high-stakes situations?
• How do I communicate with and manage people who have different styles?
• When is the right moment to exercise intuition and make a judgment call?

Hugh is an award-winning author, including "Leadership Behavior DNA, Discovering Your Natural Talents and Managing Differences", with co-author Lee Ellis. His previous book was “Financial DNA – Discovering Your Unique Financial Personality for a Quality Life”. He has also written or contributed to many other publications about identity, managing behavioral insights and building an enhanced relationship to money. 

Financial coaching: The next frontier in financial planning.


The topic is presented by Hendrik Crafford.

Hendrik is a Financial Coaching Artist. Like the alchemists of old, he believes in changing not only material assets but people into gold. Like an archer, he speeds the arrow to the target of wealth and wholeness. 

His joy in life comes from spending time with his family, researching, learning, teaching, and applying the principals of integrating Financial Coaching and Financial Planning.

His happy place is, when he is Training and Coaching Financial Planners to integrate Financial Coaching as part of their client engagement and advice process. This enables them to support clients to enjoy the life they want with the money they have. Hendrik does this in collaboration with the School of Financial Planning Law at the UFS.

His 30-year career journey in the insurance industry started as a planner then evolved to executive management, managing large scale projects. Currently, he enjoys being back in the trenches. Working alongside planners and clients to test and apply what he has learned. Financial Coaching combines, his financial planning experience with 15-years of coaching involvement. This enables him, to share and coach planners in a pragmatic way. His unique Purpose-Driven Financial Coaching Process integrates Ontological Coaching (a branch of philosophy that studies existence, being, and becoming) and Life Planning (Financial planning focusing on the client's purpose, story and life.)

Hendrik's  academic qualifications include a CFP® and a Post Graduate Diploma in Financial Planning (University of the Free State.) I obtained my Professional Integral Coaching qualification from the Centre for Coaching (University of Cape Town, Business School.)

He is a member of three professional bodies:  Financial Planning Institute, COMENSA and American Financial Therapy Association.

Cover of BookWe are excited to launch the newest offering by Hendrik Crafford, “Purpose-Driven Financial Coaching”.

Purpose-Driven Financial Coaching is an essential guide for financial planners, coaches and psychologists. If you wish to integrate Financial Coaching into your practice to help your clients live their best possible lives, this book is for you.

This holistic guide, replete with tools and templates, will broaden your understanding, offer you an Ontological Coaching framework, enhance your skills and set you and your clients on the road to financial prosperity.”

Bringing Emotions Back into Investment Planning.

Prince Sarpong

This topic is presented by Dr Prince Sarpong, CFP®, a Senior Lecturer at the UFS School of Financial Planning Law. He holds a PhD, an M.Com in Finance, a Postgraduate Diploma in Financial Planning, and a Bachelor of Education (Psychology). He is the author of Portfolio Management for Financial Advisors, a book published in 2020, and the editor of a forthcoming book, Theories and Practices in Financial Therapy. His main area of research is in financial market behaviour, and he has published several papers in international peer-reviewed journals.

Information gathering: The truthfulness of financial planning clients.


This topic is presented by Dr Liezel Alsemgeest, Director of the UFS School of Financial Planning Law, started her career as a junior lecturer at the Department of Business Management at the University of the Free State in 2006. She completed her PhD in 2011 and also holds a Postgraduate Diploma in Financial Planning Law. She is the programme director for the Postgraduate Diploma in Investment Planning and the Postgraduate Diploma in Estate Planning. Dr Alsemgeest is a Certified Financial Planner professional (CFP®) and a member of the Financial Planning Institute of Southern Africa. Her main area of research and passion is the subject area of personal finances and internal finance.


To register, please send an email with the subject line “Financial Planning Day for Practitioners” containing your full names, email address and ID/FPI membership number to SFPL_Appl@ufs.ac.za by 1 June 2022.



T: +27 51 401 2451
F: + 27 51 401 3043

E: law@ufs.ac.za

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UFS Bloemfontein Campus

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