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Address: Digital Innovation Zone
111 Smit Street


Igor Rodionov is the managing director of Advicement Investment Services, the company behind a locally-developed online financial advisor: Advicement. Advicement provides an automated investing service with a focus in quantitative and passive investing through portfolios of exchange-traded funds.

Before Advicement, Igor worked as a quantitative analyst providing research to the asset management industry in South Africa. During his time at a bank, Igor was a rated analyst in the quantitative analysis and risk measurement categories, according to the Financial Mail’s Ranking the Analysts survey in 2015.

Igor holds BSc (Actuarial Science and Statistics), BSc Hons (Advanced Mathematics of Finance) and MSc (Computational and Applied Mathematics) degrees from the University of Witwatersrand. He continues to maintain a close relationship with the institution, and lectures courses on the South African financial markets and numerical methods in finance, while also supervising projects.

The idea behind a local robo-advisor was born when Igor attended the Advanced Risk and Portfolio Management (ARPM) workshop in New York in 2014. The ARPM workshop specialises in the advanced techniques for the quantitative approach to investing. After obtaining the ARPM certificate and spending two years developing the platform, Advicement was officially launched.

Company Info

Advicement Investment Services is the company behind the locally developed Online Financial Advisor. The company was incorporated in 2015, and the next two years were spent researching and developing a platform that would bring personalised, comprehensive and transparent financial advice to all South Africans. The company mission is to give everyone an opportunity to reach their financial goals, on their own terms, through saving and investing on the back of our quantitative investment methodology.

Advicement offers investment portfolios of locally listed ETFs through the Easy Equities platform, which has one of the lowest brokerages in the country. Keeping the investment fees low is of primary concern for Advicement and the reason Advicement advocates the passive investing approach.

To utilise our online investment process, all you need to do is answer a quick questionnaire about your preferences and your financial goals. Advicement will analyse your answers and recommend an investment portfolio with an appropriate risk level given your situation. This is done through a user-friendly, interactive dashboard that is supplemented with a wealth of information.

Give Advicement’s online investment process a try and decide if goal-based investing is for you.


‘Performance, convenience and low fees’

1 September 2017    1    21
'We are trying to assist the man on the street to understand their investments and help them with their financial goals' - Igor Rodionov, MD and founder of Advicement Investment Services. ...

Is a low-risk investment for you?

20 July 2017    30
I'm looking for the highest returns on low-risk investments in South Africa.... ...

Robo-advisors – should you use them?

24 June 2017    1    26
Robo-advisors are another option for South African investors, but what do they do and should you use them? ...

Igor's VIEWS  

South Africa’s ETF revolution

11 October 2017    35
ETFs will soon exhibit strong investment inflows, as South African investors recognise the benefits. ...

Why you can’t afford not to have a tax-free savings account

11 August 2017    25
National Savings month has passed, and August brings us half way through the tax year. We thought this is a great opportunity to write about Tax-Free Savings to remind you to use your annual contribut ...

Robo-advisors – should you use them?

21 June 2017    9
Robo-advisors are another option for South African investors, but what do they do and should you use them? ...

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