Family, Wealth, and the Next Generation: A Conversation with Andrea Kruger

In a new video from Stonehage Fleming, Andrea Kruger, the firm’s Head of Family Governance and Succession in South Africa, explores a critical question facing wealthy families: what truly keeps their clients awake at night?

Andrea explains that the deepest anxieties often center on the next generation’s journey. What career path will they choose? Will they find purpose and have an impact? Will the older generation respect them?

Andrea addresses these complex questions by outlining five distinct career paths that the NextGen typically explores. From becoming a Steward of the family business or a Transformer who innovates it, to choosing an independent path as an Entrepreneur or following their own career, each option comes with its own set of unique challenges and opportunities.

Watch the full video to gain a clear framework for understanding these choices and helping the next generation navigate their journey toward a purposeful and successful future.

Andrea Kruger | Director, Family Office

Andrea Kruger is a Director in Stonehage Fleming’s Family Office division, where she is responsible for supporting high-net-worth families with their daily affairs. She has extensive experience working with families across Africa, with a particular expertise in succession and governance projects.
Andrea joined the Stonehage Fleming Group in 2023. Before this, she spent 13 years at PricewaterhouseCoopers. Her career at PwC began with six years as an auditor before she transitioned to focus on family governance and succession for the next seven years. During this time, she also served as the NextGen lead for PwC Africa, playing a key role in upskilling the firm’s family business unit.
A Certified Family Business Consultant and Wealth Advisor, Andrea is a member of the Institute of Chartered Accountants of South Africa. She holds a Bachelor of Science in Accounting (Honours) from the University of Stellenbosch and a Family Business Consulting Certificate from Nelson Mandela University, in addition to being a certified coach for Coaches and Mentors of South Africa.

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