Redefining Value: The Business Analyst of Tomorrow

This session reflects on Maele Masibi’s journey as a Business Analyst, shaped by early experiences working with a CEO focused on meaningful business impact. At the time, the value of his work was not always obvious to him: he simply focused on what the CEO was trying to achieve and aligned his analysis efforts to those outcomes.

Looking back, he now recognises that the tools and techniques of Business Analysis he used were not always visible; what mattered was the ability to translate ideas into tangible, implementable solutions. This session shares how focusing on value-based outcomes as a Business Analyst can drive organisational change and career growth.

Key Takeaways

• Organisations that recognise Business Analysis as a strategic contributor are more likely to keep the profession central to their evolution.
• The Business Analyst role is a critical bridge between strategy, technology, people and value delivery.
• Preserving the role is not about protecting a title, but protecting the capability to understand change, shape better decisions and translate ambition into outcomes.
• When Business Analysis is deliberately nurtured, organisations strengthen their ability to adapt, innovate and remain relevant in a changing world.

About the Speaker

Maele Masibi is a technology, customer experience AI and business transformation leader with a career shaped by a passion for using innovation to create meaningful business impact. He began his career in management consulting, working for leading firms such as Accenture and IQ Business, where he built a strong foundation in business analysis, problem-solving and value delivery.

He later moved into financial services, joining FNB as a Business Analyst in 2013 and steadily growing through the ranks into an executive role. His journey reflects a consistent ability to bridge strategy, technology and customer outcomes, translating complex ideas into practical solutions that improve how organisations serve customers and deliver value.

Today, Maele’s interests are focused on how the role of technology, AI and customer-led transformation is shaping the future of financial services and enabling organisations to remain relevant in a rapidly changing world.