By Aurelia Mbokazi
For Viaan Jardine, Head of Niche Markets, Hyper Segments and Customer Value Propositions at WesBank, a vehicle is never just a way to get from one place to another. It can mean independence, access to work, the ability to run a business or the freedom to make the long journey home.
Her work focuses on people whose needs do not always fit traditional finance models, including graduates, young professionals, self-employed customers and those exploring faith-based finance or new-energy vehicle solutions. She aims to help create financial solutions that reflect how South Africans live and earn.
Jardine’s own career was not mapped out in advance. The Kimberley-born former ballet student went from studying IT to capturing data at FNB before finding her place at the intersection of finance, mobility and customer needs. She speaks to XploreZA about that journey, her approach to leadership and why access to a vehicle can change a life.
Who is Viaan Jardine beyond her title at WesBank?
At my core, I am curious. I love understanding how things work and asking, “Why can't we do it differently?” I am also a foodie, an avid reader, a lover of good music and someone who genuinely enjoys a home-improvement project.
My name often makes people expect a man. I have heard, “We're just waiting for him,” and I smile and say, “It's me. I am him.” What matters most, though, is leaving people better than I found them, whether through an opportunity, encouragement or simply holding space.
What shaped your early ambitions, and how did your career begin?
I trained in classical ballet at school and dreamt of becoming a professional ballerina. Ballet taught me discipline, resilience, consistency and the importance of showing up, even when it is hard.
After school, I studied IT and joined FNB as a data capturer. Working in banking sparked my interest in finance and business, and I later moved to WesBank. There was no perfectly mapped-out career plan. I took opportunities, kept learning and was not afraid to change direction. You do not need to have everything figured out to make a meaningful impact. Sometimes you simply take the next step and build from there.
What drew you to vehicle finance and the automotive industry?
It was the impact behind the product. For many South Africans, a vehicle represents independence, mobility, income and access to opportunity. It is how you get to work, take your children to school, run a business or go home. I am from Kimberley, so I know what that journey home over a long weekend can mean.
The industry connects finance, technology, mobility and the economy. Customers, vehicles and attitudes towards ownership are constantly changing. I enjoy environments where there is a problem to solve or an opportunity to rethink something, and this industry offers plenty of both.
What does your role as Head of Niche Markets involve, and who do you serve?
At its simplest, my role asks: “Who are we not serving well enough, and what would it take to change that?” I work across Niche Markets, Hyper Segments and Customer Value Propositions, serving customers whose needs do not fit neatly into a one-size-fits-all model.
These include graduates, young professionals, self-employed customers, faith-based solutions, new-energy vehicles, solar and other emerging or underserved segments. My role sits between strategy, innovation and customer advocacy. The opportunity lies in designing around customers instead of expecting them to adapt to us.
How is your work helping more South Africans access vehicle ownership?
Access is about more than making finance available. It means understanding the barriers that prevent people from seeing ownership as possible. We do not all begin at the same starting point. Someone may afford the repayments, for example, but their income might not arrive like clockwork on the 25th. Solutions need to recognise that reality.
Together with my WesBank colleagues, I help remove friction through relevant propositions, appropriate deal structures, education, digital journeys and simpler financial conversations. The goal is not only to finance more vehicles. It is to make mobility possible.
Which achievement in your career are you most proud of, and why?
I am proud of building a career through a willingness to try, fail and try again. I am equally proud of the family and wider village that saw my vision and supported me.
A pivotal moment came when Ghana Msibi, our CEO at the time, saw potential in me. The opportunity that followed broadened my understanding of business and leadership. He challenged me to support my practical experience with formal qualifications, so I kept studying while working and raising a family. Graduating with my husband and children there was indescribable.
It taught me that growth is not simply about the next promotion. It is about investing in yourself and doing brave things before you feel completely ready. The achievement is not the title. It is building a career I am proud of without losing sight of who I am.
What has your journey taught you about being a woman in leadership?
My grandmother and mother shaped my earliest understanding of leadership. My grandmother showed me that strength can be graceful and grounded in faith, empathy and trust. My mother showed me resilience in practice and taught me to be intentional about my ambitions.
I have learnt that strength can be empathetic and trusting, but also decisive and courageous. Strong leaders do not need to have every answer. They ask questions and listen. Leadership is less about position than responsibility.
Most importantly, you do not have to be hard to be strong. Strength comes from knowing who you are, leading with curiosity and integrity, and creating room for others to grow into their own version of leadership.
What do you enjoy away from work, and what might surprise people about you?
I genuinely think I am a professional chef trapped in another life. I love finding a recipe, working out the ingredients and seeing whether I can make it my own. I am also an avid reader, a series watcher and a lover of good music. I will create a playlist for almost any mood, occasion, road trip or school run.
People may be surprised by how much I enjoy home-improvement projects. My home is nearly always evolving. Ballet also remains part of who I am. Its discipline, attention to detail and resilience never really leave you. Whether I am cooking, doing ballet with my girls, discovering music with my son or tackling another project, I am happiest when I am creating or trying something new.
