Scroll Top

Get to know Rand Aid’s CEO: Inclusive leadership and a passion for excellence

Since taking the reins as CEO of Rand Aid on August 1, Gert Coetzee has immersed himself in the association, learning about its operations and its people and visiting the villages and care centres. His first impression? The scale of the 121-year-old NPO is ‘something to behold’.

Learn about Gert’s management style and vision, and get to know the man behind the title in this Q&A

What leadership style do you bring to Rand Aid and how will it impact the association?


I have always embraced an inclusive style, allowing staff the opportunity to make decisions, take responsibility and show initiative within the greater framework set.


I encourage staff to speak their minds, make comments and offer advice to myself and each other. The only caveat is that it should not be done with any malice and the receivers should not try to read malicious intent into what is said. This will foster a culture of inclusivity and ownership and emphasise the fact that everyone, irrespective of what they do, is an essential part of the organisation.

What is your vision for Rand Aid?


Rand Aid is already known as one of the foremost organisations within the industry. I see it as my responsibility to build on the legacy of those who came before me to ensure that Rand Aid becomes the most sought-after destination for retirees by being at the forefront of innovation, operational efficiency and service delivery.

What do you consider to be the biggest challenges facing the care of older persons in South Africa?


Sustainability. Government support, be it financial or legislative, for our industry is waning every year. NPOs like us have the responsibility to be as dynamic as any other for-profit organisation, without losing sight of our altruistic purpose.

What is most rewarding about your job?


Society tends to discard those who are perceived as having outlived their productiveness. Being part of residents rediscovering their role within our little society and how they flourish once they have settled in never ceases to fascinate me.

What drew you to the non-profit sector, specifically working with the elderly?


I landed up in the gerontology space quite by chance. Having come from a strict financial background, I wanted to try my hand at something more operational. Flower Foundation at the time had just acquired a new village and afforded me the opportunity to use my financial acumen to drive the village’s operational success. Looking back I can only think that it was kismet.

What first impression have you formed of Rand Aid?


The scale of the operation is something to behold. I get the impression that staff and residents alike lose sight of the impressiveness of the organisation that they are part of.

Who is the man behind the CEO?


I have been married for 21 years to a lovely lady, who took my breath away the first time I saw her. She is a life partner in the true sense of the word, someone who supports me in all my endeavours but will also not hesitate to call me out if she deems it necessary.
I am a keen golfer. The fact that I am terrible at it does not stifle my enthusiasm one bit. I enjoy reading when I get a chance. Because of time constraints, I have turned to audio books and podcasts.

What is the key message you want to convey to residents and staff?


I am always approachable and willing to assist with advice and/or action.

WHAT GERT BRINGS TO THE TABLE:

A management accountant by profession, Gert has a thorough understanding of the retirement industry. He joined Flower Foundation Retirement Homes in 2012 as an area manager and served as the CEO from 2020. Before joining the Flower Foundation, he had a varied career in finance and accounting, having started his career with SARS and subsequently holding accounting and financial management positions in several companies.

Related Posts