For many South Africans, conversations about tax, investment and financial planning can seem intimidating and out of reach.
But accountant and financial content creator Devron Chandradev is using TikTok to change that — one short video at a time.
Through trustworthy, easy-to-understand content, Chandradev has built a growing online community focused on improving financial literacy, particularly among young South Africans who are borrowing, budgeting and investing for the first time.
His journey in finance started long before social media.
“My journey started in class 11 when I switched from science to commerce because I understood what my strengths were,” Chandradev said.
“I formally studied accounting. My father was a commerce teacher, so I guess it's in my blood.”
After qualifying as a chartered accountant, Chandradev gained experience in tax consulting. However, they soon realized that the real issue was not access to financial products, but access to understandable financial information.
“Over the years, I realized that technical knowledge alone was not enough. The gap was not in numbers; it was in access. Ordinary people were being left out of the conversations that directly shape their financial future, and I wanted to change that,” he explained.
The desire to simplify financial education ultimately led him to TikTok.
When asked what inspired him to start creating online content, he said, “Honestly, repetition.”
“I kept having the same conversations with clients, friends and family – explaining the same concepts over and over again. At some point, I thought: What if I recorded it once and let it reach thousands?”
Although finance and TikTok may seem like an unexpected combination, Chandradev believes that the fast-paced nature of the platform forces creators to communicate clearly and authentically.
“My wife is a full-time food content creator, and I've seen how much of an impact she's made in her industry. I learned that social media forces you to be candid, human, and relatable.”
A moment that confirmed the need for accessible financial education came when he posted content about tax-free savings accounts (TFSAs).
“I'll be making a video on maxing out your tax-free savings account because it's such an amazing tax loophole as it has been given to South Africans, and I've received hundreds of messages asking: What is a TFSA? How does it work? Where do we do it?”
“So I explained more. I create content based on people's questions. If I see a common question, I know this video will help those people, and there might be thousands of other people who don't have the courage to ask.”
According to Chandradeo, one of the biggest financial challenges facing young South Africans is lifestyle inflation.
“As income increases, expenses also increase by the same amount or more, and nothing is saved,” he said.
He also warned against ignoring high-interest debt like store accounts and personal loans, saying these financial habits quietly destroy long-term wealth.
Another concern close to his heart is the misconception that investing is only for rich people.
“Compound growth doesn't care about your income level. It only cares about time. And every year you delay it is much more costly than most people realize.”
For Chandradev, helping people understand the importance of investing early is at the heart of his mission.
“Under the most reasonable assumptions, a 25-year-old investing R500 per month will outperform a 35-year-old investing R1,500 per month – just because of compounding over those extra ten years,” he explains.
“I always tell people: The best investment you can make right now is the one you actually make when you start.”
Despite initially receiving skepticism from some professionals who considered social media content creation beneath the accounting profession, Chandradev said the positive response from followers quickly outweighed the criticism.
“People send me messages to say they finally understand how taxes work,” he said.
“People have stopped me at the mall to tell me they opened their first tax-free savings account, and even opened accounts for their kids, because of something I said in the 60-second video.”
He believes relatability and integrity are key to streamlining financial education on an entertainment-driven platform like TikTok.
“A lot of people use social media as a means of escape, so they don't want to hear 'life advice' when they're trying to switch off,” he said.
“But if you work honestly, your people will always be attracted to you.”
Looking ahead, Chandradeo hopes his platform can contribute to a sea change in the way South Africans think about money and wealth-building.
He said, “I want to be part of a generation that fundamentally changes the way South Africans approach money – not just individuals, but also families and communities.”
“Financial literacy should be part of every child's education, and if parents have the knowledge, their children will be financially literate by default.”
For them, the mission goes beyond viral videos and online engagement.
“The bigger vision is a South Africa where your postcode no longer determines your financial future,” he said.
“That's the job. And honestly, I feel like I'm just getting started.”