Meet The Lifeforce Team

We believe that our greatest asset is our independence. At Lifeforce, none of our staff have any allegiances to one specific product, insurance house or investment scheme, allowing us to put the best interests of our clients first. We want to see our clients achieve their personal and business financial goals through making informed decisions that are guided by the highest level of independent and objective financial advice.

In order to achieve this our mission is:

  • To strive to provide the highest level of financial advice that remains both independent and objective.
  • To find personalised solutions for our clients by understanding their unique risk and investment needs, and recommending the most suitable products and services from a range of reputable financial service providers.
  • To be guided by ethical standards and integrity at all times.
  • To commit to building long-term relationships with our clients by continuously endeavouring to add value to their portfolios.

(Read our Compliance and Disclosure)

We are proud of our diverse, dynamic and passionate team of advisors, financial planners and support staff. Every single person on our team plays a role in the unique and independent services that we offer.

To contact our admin staff, please refer to our contact page.

Anthony Priday |

(082) 555 1175

Experience: 29 years

Director and Founder of Lifeforce

Strengths: Tax Law | Estate Planning | Business Assurance

As one of the three remaining founding members of Lifeforce, I am happy to hold the position of Financial Director. I have a particular interest in laws governing business in South Africa, with a special interest in tax law. This, combined with my PGD in Tax Law (UCT), leaves me well equipped to advise clients on business assurance and estate planning.

Independence as a financial planner offers clients the confidence that my advice is in no way biased towards a particular financial services provider and I value the opportunity to provide my clients with a wide range of options that will meet their expectations without tying them to one provider.

I enjoy hiking, cycling and mountain biking and try to visit exotic locations whenever I have the opportunity to travel.

Arie Radowsky

Arie Radowsky |

(082) 414 7055

Experience: 17 years

Member of Lifeforce

Family and Personal Financial Planning | Retirement Planning | Wealth Creation and Management | Medical Aids | Collective Investments

I love spending time with my wife and two sons and appreciate my family’s support. I am a movie fanatic, wristwatch collector and enjoy being active, whether I’m playing sport or in the gym. I read as much as I can to stay in touch with current affairs and the ever-changing financial market. I enjoy what I do and rise to the challenge of having a diverse and growing client list. I have a BA in Economics and am a Registered Financial Planner. I have chosen to be an independent advisor so that I can always be in the best position to provide objective and comprehensive, relevant solutions to any client need, and can advise on the most suitable solution available from a wide range of products.

Braeme Holland |

(083) 782 1252

Experience: 20 years

Member of Lifeforce

Strengths: Life Cover | Disability Cover | Income Protection | Dread Disease Cover | Investments | Retirement Planning | Tax Saving | Medical Aid | Pension Schemes

I am a creative person and enjoy photography, movies and keeping fit and healthy. I am a Registered Financial Planner and have National Higher Diplomas in Cost Accounting and Taxation. I am energized by spending time with my family and believe that balance is an essential cornerstone to success. I believe, too, that balance is key for a diverse and successful financial portfolio. In order to advise my clients in a sustainable and unbiased manner, being an independent consultant is imperative. I don’t believe that one product is suited to every client and enjoy the opportunity to offer, all of my clients, products from a wide range of insurance and investment houses.

Brent Gordon |

(082) 899 9823

Experience: 27 years

Shareholder and Founder of Lifeforce

Strengths: Life Cover | Temporary Or Permanent Disability | Severe Illness Cover | Retirement | Investments

I have a Diploma in Personal Financial Management. A Diploma in Pharmacy in 1970. Am a member of F.I.A (Financial Intermediaries Association of S.A.) since 1997. I am an Associate member of the Financial Planning Institute (FPI) and a Founder member of Lifeforce Financial Services. I have been an owner of 4 retail pharmacies over 25 years. I have been married for 43 years and have 2 adult professional children. I joined the Insurance Industry 20 years ago as a Financial Advisor with the North City Group promoting Liberty Life.


Markus Bauriedl |

(083) 226 9446

Experience: 27 years

Shareholder and Member of Lifeforce

Strengths: Risk Protection | Individuals: Health care | Income Protection | Severe Illness Cover | Estate Planning | Risk Protection | Businesses: Buy & Sells | Keyman Cover | Contingent Liability Cover | Investment Planning: Retirement Planning | Wealth Creation Strategy

After having completed a Bachelor of Commerce Degree at Wits in 1993, I started my financial planning career by joining Liberty Life under the elite graduate programme. As part of my on-going development in the field of financial planning, I completed my Certified Financial Planning Postgraduate Diploma (CFP) in 2006.


Ronnie Weiner |

(082) 777 7633

Experience: 36 years

Member of Lifeforce

Strengths: Investments | Estate Planning

With almost three decades in this industry I have always had a heart to give my clients transparent and unbiased information regarding the policies, planning and investments that are available to them.

I began working with Liberty in the 1980’s, an amazing insurance house, but as the industry has expanded and the options multiplied, it has become important to me to establish myself as an independent planner. I am a CA and a member of the Institute of Life and Pension Advisors.

When it comes to healthy living, I believe that the best greens are on the golf course!

Stan Lewin |

(082) 749 1491

Experience: 19 years

Director and Founder of Lifeforce

Strengths: Medical Aid | Risk Benefits | Buy & Sells | Key Man Policies | Retirement Investments | Education Provision & Planning

With many years of experience under my belt I have found that the strong family values that I have always held as a priority stand one in good stead when dealing on a business level. I believe in dealing with people respectfully and remaining cognisant of what’s important to them.

Being an independent financial planner allows to me to put your needs first, not the needs of any specific insurance or investment house. I am able to assess your needs, dreams and goals and advise you with the best portfolio of products across the board.

I am enthusiastic about keeping fit and I read as often as I can to keep abreast of local and global economic trends.