Meet the People Behind aurixentorva
Real financial experts with diverse backgrounds, united by a passion for helping South Africans build better financial futures through practical goal tracking and education.
Our Core Team
Zelda Hartwell
Financial Strategy Director
Started as a bank teller in Johannesburg, worked her way through corporate finance for 12 years. Now she focuses on making complex financial planning accessible to everyday people.
Building Financial Confidence Together
We're not your typical financial platform. Every feature we build comes from real conversations with South African families about their money challenges. Our team has walked these paths personally.
Phineas Crowe
Investment Analytics Lead
Former actuary who got tired of making insurance companies richer. Spent three years learning how regular families actually think about money before joining aurixentorva.
Why We Started aurixentorva
Back in late 2022, Zelda was helping a friend track her savings goals using a spreadsheet. The friend kept forgetting to update it, lost motivation, and eventually gave up on her emergency fund completely.
That's when we realized most financial tools treat money like a math problem instead of a human challenge. People don't fail at saving because they can't add numbers—they fail because tracking progress feels overwhelming or disconnected from their daily lives.
- Started with paper prototypes in Zelda's kitchen
- Tested with 50+ families across Gauteng and Eastern Cape
- Learned that visual progress tracking beats spreadsheets every time
- Built our first working platform in early 2024
- Now helping hundreds of South Africans stay motivated with their financial goals
Our Shared Mission
We believe every South African deserves financial tools that actually fit their life. Not complicated investment jargon, not one-size-fits-all advice, but practical support that makes sense whether you're saving your first R1000 or planning for retirement.
Keep It Real
We speak plain English about money. No confusing financial jargon that makes you feel stupid for asking questions.
Make It Visual
Progress bars and charts that actually motivate you to keep going, instead of boring numbers in rows.
Build For SA
Every feature considers how South Africans actually handle money, from stokvels to municipal payments.