Francois Herbst CA(SA)

Francois is the Co-Founder and Group CFO of Ruby Digital, leveraging over 15 years of M&A and strategic finance experience to drive global expansion. A Chartered Accountant and Stellenbosch University graduate, he is a decorated entrepreneur, having started his first business at 15 and later winning SAICAs Entrepreneur of the Year award.

Outside of his executive role, Francois is a family man who enjoys early morning espressos before his children wake up. His interests are diverse, including adventure sports like wake-boarding and snowboarding, and he is also a musician who has performed with well-known South African artists. Colleagues describe him as dynamic, professional, and a go-getter.

Unique fact: He founded a non-profit called Shift The Frame, which teaches carpentry and business skills to unemployed individuals in his hometown of Hermanus.