The Legacy
Optimum Financial Services Group is a South African-based independent financial services provider, established in 1982. It began as a sole proprietorship with the mission to offer clients unbiased and educated financial advice, aiming to empower them in making sound financial decisions for the future. Over the years, the company has expanded significantly, evolving into a multifaceted group of companies. Today, it offers a comprehensive range of services, including life and risk cover, investments, healthcare benefits, personal and commercial insurance lines, employee benefits, fiduciary services, commercial finance, tax consulting, payroll administration, and even specialized offerings like drone insurance.
Louwrens Smith, born in 1969 in Bloemfontein, serves as the Group CEO of Optimum Financial Services Group. After completing his military service, he began his career in 1992 at his family's brokerage. He holds various qualifications in financial planning and investment and is a member of the Financial Planning Institute (FPI) and the Financial Intermediaries Association (FIA). Notably, he became one of the youngest directors in the history of the Insurance Brokers Council, now known as the FIA.
In 2000, Louwrens played a pivotal role in expanding the family business into a national brand by merging 'Wesvaal Brokers' into what is now known as Optimum Financial Services Group, a name he trademarked. Under his leadership, the group has grown to have branches nationwide, employing over 150 staff members and serving more than 15,000 clients. In 2012, fulfilling a lifelong dream, Optimum received its own Category 2 license and established its own unit trust funds. A fund that today manages over $750 million (USD).
The Present
Optimum Direct Solutions AE is an extension of the Optimum Financial Services Group South Africa, recognising the vast number of South Africans who have moved to the United Arab Emirates. The vision of the business is Financial Planning for South Africans, by South Africans.
South African Expatriates are often overwhelmed by the change and variety of financial planning services in the United Arab Emirates and often look to someone who shares a similar background, culture, and direction for their future finances and family protection.
Our service model in the UAE mirrors what South Africans have come to trust, where client service is our North Star. We’re here to help you navigate the financial complexities of living abroad, all while maintaining the trusted South African values, understanding, and personal touch you’re familiar with.
At Optimum Direct, we don’t just manage wealth, we build long-term financial security that bridges continents and generations.
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To develop and protect our clients’ wealth by offering world-class and transparent service, empowering South African expats in the UAE to make informed financial decisions, achieve long-term security, and confidently navigate life across borders.
Our Purpose
Our Vision
To be at the heart of financial success stories for South African expats in the UAE, and to contribute meaningfully to the long-term wealth and financial security of future generations.
To ensure peace of mind for South African expats in the UAE through expert financial planning focused on wealth creation, protection, and long-term growth.
Our Mission
The Elephant
A Symbol of Strength, Wisdom and Loyalty
The elephant, a revered symbol across Africa, represents more than size and power. It stands for wisdom, loyalty, and unwavering protection. In the wild, elephants thrive in close-knit herds, where each member plays a vital role in safeguarding the group. They are focused, deeply connected, and move with purpose. The matriarch or 'alpha' isn't chosen for brute strength, but for the respect she earns through leadership, experience, and care. At Optimum, this is the spirit we embody.
We serve a global community of South African expats who, though far from home, remain fiercely committed to protecting their families, legacies, and values. Like the elephant, our clients are resilient and driven by something greater than themselves, the well-being of their own. We believe leadership in the financial services industry should not be taken, but rather earned through integrity, precision, trust, and by putting clients first and guiding them with insight, clarity, and care.
At our core, we are a family: focused, loyal, and here for the long journey with you.
