In a country where financial stress affects millions, empathy isn’t just a virtue; it’s a strategy. Nicki Bompani, Chief Marketing Officer at Meerkat, shares her insights on how financial wellness must begin with understanding, trust, and human-centred design. With over 20 years in financial services and marketing, Nicki explores how brands can shift from fear-based messaging to empowering narratives that drive real change.
In South Africa, financial stress isn’t just a personal struggle; it’s a national reality. Millions of people are caught in cycles of debt, with limited access to tools that could help them break free. The challenge isn’t just economic. It’s emotional. And it’s deeply personal.
At Meerkat, we believe financial wellness must start with empathy. That means meeting people where they are, not with judgement or jargon, but with clarity, compassion, and practical support.
Empathy isn’t soft. It’s strategic. When people feel understood, they become more engaged. When they trust you, they stay. That’s why our brand voice is warm, simple, and human. We don’t just talk about debt, we talk about dignity, control, and freedom.
We’ve built tools that are easy to use, easy to understand, and designed for real life. Whether it’s our debt review plans, CPI+1% savings accounts, or funeral cover for stokvels and families, every product is built around one question: “Will this help someone feel more in control of their life?”
As a marketer, I’ve spent over 20 years in financial services. I’ve seen how fear-based messaging can drive short-term results but also lead to long-term disengagement. At Meerkat, we’ve chosen a different path. We use storytelling, client voices, and even a friendly meerkat mascot to make financial wellness feel achievable and safe.
We’re not just building a brand. We’re building trust. And in a country where trust in financial institutions is fragile, that’s the most valuable currency we have.
Financial wellness isn’t a product. It’s a movement. And it starts with listening. As we grow, we’ll keep asking hard questions, challenging industry norms, and designing solutions that reflect the lived realities of South Africans.
Because when people feel safe, they take action. And when they take action, they change their lives.
Nicki Bompani is the Chief Marketing Officer at Meerkat, a South African fintech focused on financial wellness. With over two decades of experience in financial services, marketing, and customer management, including roles at Ogilvy and Old Mutual, Nicki is passionate about building brands that empower people through clarity, compassion, and trust.