Our Story Began with a Simple Question

Why do so many businesses struggle with financial planning when the tools should make it easier?

Back in 2018, our founder Sarah Mitchell was working as a financial consultant in Johannesburg when she noticed something troubling. Small and medium businesses were drowning in spreadsheets, making critical decisions based on gut feelings rather than solid data. The existing financial software was either too complex for everyday use or too simplistic to provide real insights.

That's when the idea for Mindula was born — not in a boardroom, but during late-night conversations with frustrated business owners who knew their companies had potential but couldn't see the path forward clearly.

Founded in Johannesburg, 2018

Our Mission

We're here to democratize financial forecasting for South African businesses. Every entrepreneur deserves access to the same caliber of financial insights that large corporations take for granted.

Our platform transforms complex financial data into clear, actionable strategies that business owners can actually understand and implement. We believe that when you can see your financial future clearly, you make better decisions today.

Core Values That Drive Us:

Transparency in every recommendation and calculation

Accessibility without compromising on sophistication

Local expertise with global-standard analytics

Our Vision

We envision a South Africa where every business decision is backed by intelligent financial forecasting, where entrepreneurs can focus on innovation rather than wrestling with numbers.

By 2030, we want Mindula to be the backbone of financial planning for thousands of South African businesses — from corner shops in Soweto to tech startups in Cape Town.

What Success Looks Like:

Reduced business failure rates through better planning

More confident investment in local businesses

Stronger economic growth driven by data-informed decisions

The People Behind Mindula

We're a diverse team of financial experts, data scientists, and software engineers who share a passion for making complex financial concepts accessible to everyone. Our combined experience spans traditional banking, fintech innovation, and small business consulting.

Our Company Culture

We believe that the best solutions come from understanding real problems. That's why half our team has direct experience running small businesses, and the other half has worked in financial services. This combination gives us unique insight into both the technical challenges and practical needs of our users.

Remote-first approach that lets us hire the best talent across South Africa
Monthly "Shadow a Customer" sessions where team members work directly with users
Continuous learning budget focused on both technical skills and business acumen
Open-source contributions to the South African fintech community

Sarah Mitchell

CEO & Founder

With 12 years in financial consulting and a Master's in Business Analytics from Wits, Sarah has helped over 200 South African businesses improve their financial planning. She started Mindula after realizing that most business owners were making million-rand decisions with incomplete information.

Recognition & Achievements

500+

Businesses Supported

R2.3B

in Better Financial Decisions

"Winner of the 2023 South African Fintech Innovation Award and recognized by Business Tech as one of the 'Top 10 Startups Transforming SME Banking.' Our partnerships with Standard Bank and FNB have helped us reach businesses in all nine provinces, making sophisticated financial planning accessible across the country."