The rise of AI in financial services - Balancing innovation and integrity

Artificial intelligence (AI) is rapidly transforming the financial services industry, bringing both extraordinary opportunity and pressing ethical questions to the forefront. From fraud detection to personalised financial planning, this technology promises sharper insights, faster decision-making, and more inclusive access. Yet, as algorithms increasingly shape people’s financial futures, one question remains: how do we ensure innovation never outpaces integrity?

“From what we have experienced and witnessed, AI has the potential to revolutionise financial advice and accessibility in South Africa,” says Pedri Reyneke, CEO of Multilink Financial Services. “But we must handle it with transparency and care. Every algorithm should ultimately serve people, not just profits.”

Across global markets, financial institutions are investing heavily in AI-driven tools, delivering measurable improvements in accuracy, speed and security. The impact spans multiple areas of finance, from fraud prevention to more personalised client services:

• Fraud prevention and risk management: The European Central Bank reports that AI systems are improving early warning detection and reducing financial losses.

• Personalised financial planning: AI helps tailor investment and savings advice to each individual’s profile, allowing for more precise and dynamic recommendations.

• Operational efficiency: Automation enables quicker approvals and smarter back-end decision-making, while freeing human advisors to focus on clients.
• Financial inclusion: As Forbes notes, AI can expand access to banking and investment tools in previously underserved areas.

Yet, innovation without integrity can quickly erode trust. Reyneke warns that while the benefits are undeniable, ethical blind spots could still undermine trust in the industry.

“The challenge with AI is that it learns from and mimics the data we feed it. If that data carries historical bias, the outcomes will too. That’s why Multilink remains committed to maintaining a human element behind every digital decision or transaction,” he explains.

Some of the biggest concerns around AI globally include:

• Bias and fairness: Studies show that AI models can unintentionally disadvantage certain groups in areas like lending and credit scoring.

• Transparency: Algorithms often function as “black boxes,” making it difficult to explain how decisions are reached.
• Accountability: If an AI system makes a mistake, who is responsible?
• Privacy: Sensitive financial data must be handled with rigorous ethical and cybersecurity safeguards.

Multilink’s human-first approach

Multilink Financial Services has been deliberate in its use of AI, building checks, balances, and human oversight into every aspect of its systems.

“We use AI to empower our advisors, not to replace them. The goal is to make better, faster, more informed decisions that always keep people at the centre. We work according to the 80/20 principle: technology handles 80% of the routine tasks so that our team can focus on the 20% that requires real human judgement and empathy.”

For consumers, responsible AI could ultimately mean faster loan approvals and claims processing, more tailored investment advice, greater protection against fraud, and a clearer, more transparent understanding of financial decisions.

But, as Reyneke cautions, the promise of AI must never overshadow its purpose.

“Technology should empower, not exclude. The future of finance belongs to those who innovate with conscience.”

As AI continues to reshape South Africa’s financial landscape, Multilink believes the most powerful innovations will be those built on trust, transparency, and integrity.