Eye Magazine Women to Watch 2026: Sandra Quemba

We’re proud to sponsor Women to Watch 2026, an event celebrating the achievements, leadership and impact of women across New Zealand. As a long-standing supporter of the event, and through our commitment to helping women build financial confidence and make informed financial decisions, we are pleased to share this interview with Craigs Investment Partners Investment Adviser Sandra Quemba. Originally published in Eye Magazine, Sandra reflects on her career, investing, leadership and the lessons she has learned along the way.

Originally published in Eye Magazine.

Q: What first drew you to the world of finance and investing?

I was drawn to finance fairly early. During my university studies I discovered a genuine interest for capital markets and financial decisions. I participated in a Challenge organised by the Stock Exchange in Colombia, where I am from. Participants received a fictional $100 million in virtual Colombian Pesos to invest in the local market. The objective was to achieve the highest portfolio profitability during the given period. I finished up in second place receiving a monetary reward. It awoke my interest in investment and financial decision-making and how they impact our lives.

My background in engineering gave me a natural analytical foundation, problem solving, numbers, systems thinking and decision making. Over time, what kept me in the industry was the ability to help people make meaningful life decisions with confidence. Finance appealed because it sits at the intersection of logic and human behaviour. Investing is not only about money, it is about freedom, options, security and peace of mind.

Q: Over your career, what has been one of the biggest shifts you’ve seen in investor behaviour?

One of the biggest changes has been the sheer volume of information investors now consume, media, social platforms, constant commentary. People are more engaged than ever, which is positive, but they’re also exposed to a lot more noise. The real challenge today is helping clients stay grounded, filter out distraction and make decisions that fit their long-term goals rather than the emotion of the moment. The shift from “what stock is good to buy today” to “what should I invest in that fits my long-term goals, lifestyle and values” has also occurred.

Economies and markets go through cycles – good and difficult times. This requires a more strategic approach, a slightly elevated perspective, awareness of emotional and human basic behaviour, and alignment with our true intentions. Financial advice has built in capacity over time to assist investors through these cycles and provide some emotional steadiness.

Q: What are some common misconceptions people have about wealth building or investing?

Wealth building is not about getting rich quickly. It is not reserved for “finance people”. Investing is not just about choosing the right product, it is about behaviour, discipline and consistency. A lot of people believe they need to wait until they have a large sum of money, when in reality good habits matter more than perfect timing. And you can start where you are, if you have a plan. Another point is around “safety”. Some people feel that keeping the money in the bank or in Term Deposits is a “safe” decision. It is true that the nominal value of your investment may not decrease whilst you receive some interest from it.

However, the value of your money may not keep pace with inflation, so the spending power of your money is quietly eroding over time.

Q: What are some golden nuggets you’ve learned in business?

When you start, it is difficult not to compare yourself to already established models or successful stories. Take that as a starting or reference point but always check what would be true to your plan, intention and reflective of your own values. Financial advice is founded on clients’ trust and relies on long term relationships. In this regard, I have learnt that relationships matter more than short-term wins. Trust is built with time, from doing nothing but from those daily small intentional decisions and actions that reflect your integrity and always care for the client. Reputation compounds.

Personal growth never stops. I feel that career advancements and business growth are supported by stretching yourself. Setting goals, having plans that look like a challenge will force you to find ways to get there, to bridge the gap, to take you from where you are to that new level. You will face setbacks, which will help you clarify what is right for your business. I have found great mentors along the way, if you find them, be open to absorb but filter through your nest of values and intentions.

Q: What advice would you give women wanting to succeed in business or investments?

Build capability, not just confidence. The former will help the latter. If you need to deepen your understanding of numbers, whether in business, or investment, find ways to do it, financial literacy is power. Women often underestimate how transferable their strengths are, judgement, communication, intuition, resilience. This provides you with a solid foundation for any business or investment decision, one that isn’t rushed or pretentious, one that is rooted on a more conscientious approach. We all have a particular relationship with money. It is personal, it is our own, influenced by our upbringing, culture, family values, situational environment. This has an impact on how we perceive money, its function, its use, its potential. Understanding what that means to us can help us qualify what needs to change to propel us forward.

Q: What are your top tips for building strong client relationships?

When I first started, I wasn’t sure I knew the right people or enough people. It took strategic thinking, work and consistency to find groups, networks, environments where I would first meet people to then move to start developing a business relationship with some of them. Find what those would be in your line of business. When interacting with people, listen carefully. There is a lot to be discovered in what people say but also their behaviour. It is easy to get lost in technology and social connections through a screen. I still advocate for face-to-face interactions. They are the best way to build true and meaningful relationships in life and in business. Make efforts to meet face to face and then have a plan to maintain contact through other means.

Q: How would you describe your personal style in both life and business?

Quiet achiever seems to resonate on both. I am very disciplined in how I go about doing things. That sometimes sees me put too much pressure on myself, but I have learnt to take my foot off the gas at times.

My confidence steams from putting in the work and taking the time and the space to consider how I am being. This fuels my day with intention. I have routines in my life, related to life and work. They include meditation, exercise, studying, reading and planning. This keeps my mind from running anxious and channels my energy and actions towards more useful activities. I can remain calm under pressure, which helps in my line of work. But this continues to be a learning process in life.

Q: What’s next for Sandra Quemba?

Leadership comes to mind as I read this question. There comes a stage when you feel like things around you are shifting and asking more from you. I do know that new stages ask different things from you. I feel that I will continue to evolve as a person and as an adviser, deepening the impact with clients as well as people around me. I have benefited from mentors in my life, and supporting networks, and I have always looked to pay this forward. Therefore, my actions and involvement in causes and communities I believe in will be important aspects of stretching myself to be a leader.

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