About us

We've been moving South African employees forward for the past 13 years

Our reason for being is to offer the South African market a trustworthy financial partner.

The benefit to you is simple:

At Africa Direct, the customer is at the center of what we do. We believe by focusing on the needs of our customers, we can help them achieve financial goals and improve their overall quality of life.
With our single customer view approach, we offer personalised solutions tailored to your unique circumstances.
Our complete financial assessment will provide you with a clear view of your financial status and assist us in developing a financial plan that works for you.

If you are looking to invest in your future or simply want to improve your financial situation, Africa Direct Group is here to help.

We stand for excellent customer service. 
Our team is here to provide you with the support you need.

We are here to assist you with achieving financial freedom and live the life you deserve.

We are with you every step of the way, moving forward together to reach your financial goal!
We are passionate about helping our customers create more financial freedom, we take this opportunity to help them achieve their financial goals in life.

We understand that managing finances can be overwhelming and confusing, the way an individual or family interacts with their financial environment can be complex at times. Here at Africa Direct, we work with our customers, assisting them in restructuring their debt and making holistic financial decisions so they can live happier lives.
Financial decisions can be overwhelming, especially when you do not have all the information you need.
Our objective is to help you achieve financial freedom by simplifying your complicated financial enviroment.

With our 10-minute call at no cost to you, our financial specialists will provide you with a 360-degree view of your level of debt, level of expenditure, and how you can save.
Our products and services range from personal loans, debt consolidation solutions, assistance in restructuring your debt, planning for retirement, refinancing your home or suitable policies to cover you when you need it most, Africa Direct Group has the expertise and experience you need to assist you achieve more financial freedom and help you on the path to financial wellness.

Executive Oversight

Co-Founder & Executive Director
Lee has been in financial services for more than 30 years. He’s driven by a desire to help people get out of debt and manage their money better. And as Co-founder and Executive Director of Bond Optimiser, he aims to do just that. Although countless South Africans have fallen victim to reckless lending and bad financial advice, Lee believes that improving financial literacy and providing access to affordable financial products are the keys to a healthy financial future for all.
Chief Executive Officer, Director
With over 20 years of experience in business development strategy, Jeroen is passionate about building businesses that have a positive impact on people and communities – that have a greater purpose than just profit. He has an Honours degree in International Business Economics and a Master’s degree in Business Administration, and has spent much of his career in the automotive, retail and financial services sectors as well as in the NGO sector.
Chief Operating Officer, Director
Vebinia has worked in operations for almost two decades. During this time she has held positions in major listed companies and a financial services brokerage and has owned her own business. She is passionate about Bond Optimiser and believes in the power of financial literacy to change lives. She also says that applying Bond Optimiser’s principles in her own life has enabled her family to live free of debt. Vebinia has a B.Admin degree and an Honours degree.
Chief Financial Officer, Director
Marti-Mari is a highly accomplished CA(SA) with extensive experience in leading and managing the Finance
function of multinational organisations. With a passion for Africa and an employment history of more than 11 years in Corporate, she believes in the power of knowledge and financial literacy for all. She has proven track record of driving financial performance, optimising processes, implementing strategic initiatives and the ability to build and motivate high-
performing teams.


Head of Legal
Preshalen Chetty
Project Manager
Frans de Villiers
Head of Sales and Marketing
Operations Manager
Business Analytics Manager
Financial Operations
HR Manager
Sales Manager
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