21-year odyssey for Edge Financial Group

Personal experience etched into fabric of Ed’s business success

“Take your birthday money and spend it, or you can invest it in shares. If you choose the second option, then every month that you invest, I will match that.”

That was the option Ed Gutsche was given by his father at the age of 12.

“It was a no-brainer,” says Gutsche, who bought Iscor shares for a rand each in 1989.

He sold them seven years later for R8.40 a unit.

But while his dad, Coca-Cola magnate Phil Gutsche, provided a solid foundation for his financial savvy, Ed Gutsche’s own success has been the result of lessons from engaging in some of the world’s biggest markets, hard work and plenty of sleepless nights.

“I take my clients’ investments very personally,” he said. “It’s absolutely critical to me that I never let anyone down.”

Gutsche says he and his family are invested in the same funds as his clients. “So it really is very personal.” Personal experience has etched caution and meticulous research into the fabric of Ed’s business practices, along with a genuine investment in people.

“It started with a dream and a goal,” says

Gutsche, who started his own company in 2001.

“We had zero clients and zero investment, but a goal and dream to be the best we could be.”

Two days after they opened, 9/11 brought fear and negativity into the world (and world markets).

“Somehow we made it through those first two years,” Gutsche said.

Twenty-one years later, Edge Financial Group has more than 4,000 clients across individual and corporate categories, R1.6bn under management, and 22 “amazing” people that Gutsche works with.

Breaking news is that Edge4Sure is about to launch an innovative short-term insurance package with Multi Security that will offer the security company’s clients substantial discounts on their premiums.

“We take great care with our clients’ money, whether they have a lot, or a little.

“The next 21 years looks even better,” Gutsche says.

“We have exciting plans and I’m really pleased we are growing our business in Port Alfred and in Albany,” he says.

Does he ever relax? Yes walking the dogs on Port Alfred’s beautiful beaches, going for an early morning surf, playing a game at the town’s vibrant tennis club, or a braai with friends “and you get all that here in Port Alfred!”

Edge, Edge Wealth & Edge Asset Management manage personal and corporate client portfolios. Their solutions include children and their future education, retirement, pension and group risk, death, wills and taxes, health and illness.

Edge Asset Management is recognised as a Category 2 Asset Management Company. Their three listed funds are:

Edge Cautious second quartile over six months, one year, and two years;

Edge Balanced first quartile over six months and one year;

Edge Equity first quartile for July (performance according to Moneymate July 2022).

The specialised team of Edge4Sure take care of: Personal assets homes, cars, property and contents; commercial assets offices, shops; agricultural assets farms, thatch, equipment, trucks and trailers; governance professional indemnity, directors indemnity and even hostage cover.