The Financial Intermediaries Association of Southern Africa (FIA) is a trade association that represents and supports financial intermediaries in South Africa. It focuses on protecting and promoting the interests of its members, primarily licensed financial services advisers. The FIA is committed to enhancing the professional services provided by its members, ensuring consumers receive high-quality financial advice. The FIA offers key services such as representation, professional development, and the maintenance of industry standards. It advocates for its members with government and regulatory bodies, supports their professional growth through resources and skill enhancement opportunities, and promotes ethical practices within the financial services industry. The association represents over 12,000 licensed advisers across various sectors, including healthcare, financial planning, non-life insurance, employee benefits, and investments.