Financial wellness helpline sees uptick in demand for financial coaching and mental health support

As new research reveals that South Africans are spending a staggering R1.5 trillion annually on gambling, the need for accessible financial wellness support has never been more critical. Against this troubling backdrop, earned-wage access provider Paymenow's wellness programme is seeing steadily increasing demand for its confidential helpline, which provides crucial support to users facing financial distress and mental-health challenges.

South Africans are suffering under the dual weight of an affordability crisis and lack of financial education. Recent research by Experian and Vault22 shows that consumers in financial distress are turning to gambling in their millions, with some categories spending up to 40 per cent of their gross income on betting each month. Even more alarming, up to 50 per cent of social security grants to younger groups are being lost to gambling. Financial experts warn that without mass education on the consequences of gambling and improved access to financial literacy resources, the crisis risks entrenching patterns of consumption that undermine household resilience across the country.

Over the past year, the Paymenow Wellness Programme helpline has recorded growing engagement from users seeking support, with the vast majority of callers being women. This mirrors broader patterns observed across Paymenow's platform, where female users demonstrate consistently higher engagement with financial education resources and wellness tools. Previous research by the company revealed that women completed more than 113 000 financial education modules compared to just over 101 000 completed by male users, despite an almost equal split in the overall user base.

The helpline's two most requested services – financial coaching and mental wellness support – reflect the related nature of financial stress and psychological wellbeing. As household debt levels remain elevated and the cost-of-living crisis continues to squeeze South African families, the link between financial distress and mental health has become increasingly apparent. For many users, the helpline represents a critical intervention point, offering confidential guidance before financial difficulties spiral into more serious crises.

"The steady growth we're seeing in helpline usage tells us that South Africans recognise the value of seeking help before financial problems become unmanageable," says Denise Neethling, Head of Marketing at Paymenow. "What's particularly encouraging is that women are proactively reaching out for support, demonstrating the kind of forward-thinking approach to financial wellness that can make a real difference to long-term outcomes. In an environment where gambling has become a desperate coping mechanism for financial distress, having access to professional financial coaching and mental wellness support provides a healthier pathway forward."

The Paymenow Wellness Programme helpline offers users confidential access to qualified professionals who can provide guidance on budgeting, debt management, savings strategies and credit score improvement, alongside mental health support for the stress and anxiety that often accompany financial difficulties. The service recognises that sustainable financial wellness requires addressing both the practical challenges of money management and the psychological impact of financial stress.

"The gambling crisis has laid bare just how desperately many South Africans need support with financial wellness," continues Neethling. "When people are spending 40 per cent of their income on bets, or half their social grants on gambling, it's clear that we need to provide accessible alternatives to this destructive behaviour. Our helpline is one part of that solution, offering judgment-free support and practical guidance to anyone who needs it. The fact that usage is growing steadily shows that South Africans want to take control of their financial futures – they just need the right support to do so."

For a nation grappling with negative household savings rates, elevated debt levels and a gambling crisis that threatens to undermine economic resilience, accessible financial wellness support should be seen as an essential service. The growing engagement with the Paymenow helpline suggests that when given the opportunity, South Africans will choose education and support over destructive financial behaviours.