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Journalist Outs Misleading Sales Practices of My Debt Assistant

Many consumers who receive a call about their debts and ways to get a discount are later shocked to find out they have agreed to debt review, when they were never told that’s what the call was about.

A recent, now very public, case involving a South African journalist shows just how dangerous and dishonest some of these cold calls can be. In this case, which has now been reported on, a caller claimed to represent the National Credit Regulator (NCR), several major banks, and said Capitec had instructed them to help the consumer. But none of that was true.

‘a caller claimed to represent the National Credit Regulator (NCR), several major banks, and said Capitec had instructed them to help the consumer’

After some quick homework the journalist identified that the call was coming from a sales person called Rhadia working for My Debt Assistant under the supervision of Washeemah Isaacs, who is registered with the NCR as NCRDC3989.

It was a misleading sales script designed to sign someone up for debt review without really explaining what was really happening. 

This is not allowed.

Claiming to represent the banks, the NCR and Capitec may be outright fraud and the call reveals shocking practices that have become all too common from some desperate, greedy debt counselling practices.

My Debt Assistant’s Misleading Sales Pitch

The journalist shared their full experience in an article on Moneyweb, describing how the call went from confusing to concerning in just a few minutes.

Read that article here:  https://www.moneyweb.co.za/moneyweb-opinion/columnists/the-16-minute-scam-how-a-cold-call-nearly-put-me-under-debt-review/

During the 16 minute call, the caller (Rhadia) accessed private credit information and made false promises about lower monthly debt repayments. They even indicated that the consumer does not pay for the process.

At no point did they explain that the process being described was actually debt review. They also failed to mention important facts like the need for written consent, the role of professional fees, and the consumer’s rights.

Here is a quick summary of what happened on that call, as described by the journalist:

    • The caller said they worked with the NCR, big banks and Capitec.
    • They claimed that the bank (Capitec) had asked them to assist because the consumer was being overcharged.
    • They said they (not the courts or debt restructuring process) could unilaterally lower monthly debt repayments without mentioning debt review.
    • They promised there were no fees (saying they do not get paid by the consumer).
    • They accessed the journalists credit report without express permission and began rattling off figures.
    • They never once during the entire conversation mentioned the word “debt review.”
    • After the journalist got an sms and did a quick Google, they confronted Rhadia about her lies, the journalist says that she appears to have faked connection issues and quickly hung up, never to call again.
    • When the journalist tried to reach out to the practice using all sorts of methods, they were unable to get to talk to anyone. This is a common complaint with such practices and is one of the reasons why consumers (and others in the industry) hate them.

The journalist did some research and discovered the real name of the company and the debt counsellor involved. The matter was then reported to the NCR who asked that a formal complaint form be filled in.

The NCR has been approached by countless consumers and the well respected debt counselling associations with concerns about similar practices by a group of debt counselling operations based in Cape Town.

This has even prompted the NCR to launch investigations and issues a recent industry circular about these types of misleading calls and adverts.

If you would like to read more about the NCR’s latest circular on misleading consumers, you can do so here: NCR CIRCULAR

Still, many good Debt Counsellors believe more must be done to protect the public. There is growing concern that more and more consumers could be pressured or tricked into a legal process they do not understand.

At present, it is estimated by industry experts that around 10% of all sign ups each month result from similar misleading calls. Some say it might be much higher. This may explain why the stats for those in debt review recently took a massive drop as many names were removed.

Things For Consumers To Remember

Debt review is an amazingly helpful, legal process that protects consumers from losing their assets and allows them to pay off what they owe in a fair and manageable way.

Debt review is great.

But it comes with a big change away from credit use and a switch to a cash lifestyle. This is not easy for people who have become addicted to credit usage or are trapped using credit to make ends meet each month.

Though the process can help people get out of debt in a slow and steady way, over time, it must be explained fully and clearly. If this is not done, consumers are unlikely to ever actually go ahead with the process. They will feel tricked.

A professional NCR registered Debt Counsellor will never hide what they are offering or claim they work for the NCR or a bank.

They will always explain that there are fees involved, as set out in official guidelines. If someone calls you and says there are no fees at all or promises something that sounds too good to be true, it is a serious red flag that they are probably not the ones to get help with. Rather shop around or visit the debt counselling association sites to find reliable service providers.

To stay safe, remember the following:

    • The NCR does not call consumers or ask anyone to do so.
    • Banks do not ask Debt Counsellors to contact consumers.
    • Debt review should always involve written consent and full disclosure.
    • Good Debt Counsellors are proud of their work and will always be open with you.

About My Debt Assist

Hearing this story, you may be curious about Washeemah and My Debt Assistant.

Well, the website of My Debt Assistant advertises that they are

‘Your trusted partner in financial freedom. With a steadfast commitment to empowering individuals and families, we have been a beacon of hope for thousands of people navigating the complexities of debt for over eight years.’

A quick search on the NCR’s database reveals that Washeemah was registered (again) with the NCR on the 5th October 2022.

She had previously been registered up until 2021 with the NCR register number NCRDC2693. Her registration as a Debt Counsellor, with the brand My Debt Assistant had previously lapsed on 22nd of November 2021.

At that time her address was based in Cape Town’s CBD area. A Google map search now shows that this is her current NCR recorded location in Lansdowne, Cape Town:

We could not find a Rhadia (the name reported on by the journalist) registered with the NCR as a Debt Counsellor. She may thus simply be a staff member or outsourced sales person. Still, based on what was said, she was acting as the Debt Counsellor’s representative in this matter.

The website specifically mentions that debt review has fees. This is obviously true but goes contrary to what Rhadia claimed or perhaps simply lied about. While not setting them out in writing on the site, they are mentioned. Such sales calls are usually run off a “script” or conversation outline approved by a manager, service provider or the owner. In this case, that would be Washeema.

The NCR are of the strong opinion that it is consumers who should be approaching Debt Counsellors for help and not the other way around. This is probably because many consumers who get such calls from desperate, cash hungry, misleading Debt Counsellors staff end with consumers signed up without having given consent.

If that never happened, then the NCR would probably not have such a big issue with it.

 

It is worth pointing out that the My Debt Assist website however does have some misleading information about access to further credit when under debt review and even misspells the word Debt Counsellor.

So, whoever made the site may have had incorrect information or limited understanding. Maybe no one bothered to check.

Cases Against Washeemah Isaacs At the NCT

Such behaviour by members of Washeemah’s team has not gone unnoticed. You only have to hop onto Hello Peter to see some complaints but others have even been sent to the NCR and the National Consumer Tribunal (NCT). And it’s not just consumers. It is even the National Credit Regulator who has grown unhappy with the Debt Counsellor.

Unhappy Regulator: The National Consumer Tribunal (NCT) several times before has had to deal with disputes between consumers and Washeemah. They even were asked by the NCR to deregister the Debt Counsellor.

In 2021 the NCT ruled on an application by the NCR to have the Debt Counsellor deregistered. In that case the NCT ruled that the Debt Counsellor (who had taken 9 months up to that point to submit a replying affidavit in the ongoing case) should be given more time to file a response (and the NCR also got to submit more info).

In the original application the NCR wanted the Debt Counsellor to have an audit done of all clients matters and to hand client files over to another Debt Counsellor to handle. They intended to have the Debt Counsellor deregistered so they could no longer practice. They wanted all of that because they said they had proof of lots of violations of the NCA and terms of registration.

It appears that Washeemah was however not deregistered as she is still recorded as registered on the NCRs website (see above).

Unhappy Consumer: In the case held in November 2021 the consumer (Elizabeth Moeketsi) asked the NCR for help but they said they could not and gave her what is known as a notice of non referral. This allowed the consumer to approach the NCT for assistance.

In the case at the NCT, the consumer alleged that she had received an unsolicited phone call from one of the Debt Counsellor’s team who offered information about her credit report. At that time, she provided her ID number and a discussion was held on the phone.

What happened in the background is the consumer was placed under debt review, though she said she was never told that was what was happening. She only found out later when she tried to use her credit accounts and was told by a credit provider that she was under debt review. This sounds very similar to the story by the journalist from Moneyweb (except they called the caller out and the call ended).

The consumer (Elizabeth Moeketsi) then complained to the NCR is June 2020 but 6 months later in December 2020 they finally told her they could not help. She then was eventually able to approach the NCT for assistance.

The NCT however urged the consumer that to follow the correct procedure. Saying that she needed to lay complaints at the various credit bureaus letting them know that the information that she was under debt review was incorrect. They also suggested approaching the Credit Ombud.

Unhappy Consumer: As recent as 2025, the NCT has been hearing from unhappy consumers about My Debt Assistant.

In February 2025, the NCT ruled on a matter where Mr Mduduzi Patrick Kunene said that the Debt Counsellor (Washeemah Isaacs) had placed him under debt review without his consent.

As with others, he had approached the NCR for help but had been told that the matter could not be proved and so was issued a notice of non referral.

In this case, however other alarming claims were made. The consumer said his signature appears on documents that he never signed. That would be illegal and fraud. As far as we can tell, no follow civil litigation has happened in that matter over the fraud, as yet.

In that unopposed matter the NCT ordered (as per the consumer’s main request) that the NCR remove the consumer’s name from their online register (NCRDebtHelp) and thus from all credit bureaus as being under debt review.

Trashing Debt Review’s Already Fragile Reputation

It is hard to express just how concerned Debt Counsellors are about the behaviour of such operations where consumers are placed under debt review without full consent.

Unhappy confused consumers are complaining about being in debt review instead of happy consumers, who willing enter the process, raving about how great it is. That’s negative publicity that is really not needed.

Such call centre based, cash incentivised sales teams are often seen on social media talking about how much money can be made by signing people up.  It seems that there is a total lack of quality monitoring, KYC policies and no treating customers fairly ideals in place. Anything goes to get people signed up, whether they really want or need it.

‘Anything goes to get people signed up, whether they really want or need it’

Even when tricked consumers obviously do not follow through on the process such operations simply try charge exorbitant fees to “remove” consumers debt review status. Thus, it is a win-win for any of these shoddy, misleading debt counselling practices. They charge consumers either way and they seem 100% better at tricking people into debt review than actually doing any of the required work.

An industry and perhaps Government level intervention is desperately needed in order to save the vulnerable reputation of debt review.

Such stories about debt review, though true, may scare people away from getting help with good Debt Counsellors, thus keeping them from much needed assistance.

And that would be a great tragedy.

Debtfree tried to reach out to My Debt Assistant for comment but received no response.  Should they get in touch, we will add to this story.