The Optima Story

Peter Fenix founded Optima Financial Advisors in 1987, after decades spent in the investment and insurance industry. In 1969, he co-founded South City Brokers. His determination to offer his clients the best possible product (with a broader spectrum of services) to bring them wealth saw him go out on his own and take on the big names.

“The history of Optima Financial Advisors starts with the story of one man. It is a story of hard work, a lifetime of service, and the determination to follow his passions.”

His love for the sport of polo and later horse racing saw him move the company to the family stud farm, Villa Felice, where it grew from strength to strength servicing a growing list of satisfied clients, some of which have now been with Optima for over 50 prosperous years.

The Optima team continues the good work started by Peter, upholding a legacy based on integrity, commitment, honesty, and the belief that our clients’ interests should always supersede our own.

Peter Fenix

“Remember when setting your goals that we all hear the drum of life beating at a different pace. Follow your own drummer.”

Peter Fenix was an influential icon in the financial services industry, he was a member of the Million Dollar Round Table since 1977, qualified in the inaugural year as a member of the Top of the Table in 1977, and every year thereafter. His determination and drive are something we rarely find these days. Along with business he also succeeded on the sports field, gaining provincial colours in cricket, rugby, and polo. He always took the time to help people when they had problems, and was universally loved by his staff, his family, and of course, his clients. His wife, Val, is proudly still one of the directors in our practice.

Harry Van Heerden

Harry started in the financial services industry as a consultant at Protea Life in 1996 and two years later joined Commercial Union. He was also a broker consultant with Fedsure from 1999 until he joined Optima Financial Advisors on the 1st of September 2001. He completed his Postgraduate Diploma in Financial Planning in 2003 and has been a director since then. Harry has a client base spread throughout South Africa and has been a member of the Million Dollar Round Table since 2004 and Top of the Table since 2006.

Jessica Price

Jessica began her career in the legal profession after graduating at Rhodes University and was admitted as an attorney in 2013. Thereafter, she decided to pursue a career in finance and completed a Postgraduate Diploma in Financial Planning through the University of the Free State. She has been a member of the Financial Planning Institute since 2014. Jessica joined Optima Financial Advisors in May 2014 and was appointed as a Director in January 2019. She has a client base spread throughout South Africa.