Seriously… if I can become an investor, so can anyone! (Even you)

By Colin Ford

I didn’t grow up dreaming about portfolios or planning for dividends. Like many people I know, I thought investing was something “other people” did; people with advisors on speed dial and spreadsheets and loads of spare cash. I’ve never had any of those.

And yet, here I am, over 10 years later, sitting on an EasyEquities portfolio that’s quietly grown to over R100 000. I’ve maxed out my tax-free savings account, added some ETFs and index funds and picked up a few Purple Group shares, which are doing very nicely indeed! (Some shares are doing less well, but that’s the power of diversification.) I’ve even dipped a cautious toe into crypto via the EC10 index – a bold move for someone as conservative as I am.

I don’t invest a lot, or even that regularly. But I do believe in EasyEquities. I buy into the ethos of access, simplicity and ownership. I guess you could say I drank the Kool-Aid. And I’m not sorry.

What EasyEquities has done – and continues to do – is reshape how South Africans see money, equity and possibility. This is not a platform for the privileged few. It’s a platform for millions. As Yaakov Goldfein, Purple Group’s investor relations advisor, puts it, “We’re not just growing revenue. We’re enabling people to grow and protect their wealth. Before EasyEquities, there were fewer than 300k retail investment accounts in South Africa. Today, there are over a million active investors just on our platform! 62% of them came to us through a referral. That tells you something. “

The numbers are impressive. R68 billion in assets under custody. R22.5 billion in institutional assets. Monthly deposits averaging R1.5 billion over the last quarter. Impressive even for a non-financial person like me!

And it’s not just size (although that’s ALWAYS important). It’s also impact. According to Yaakov, “The average net asset value of our client cohorts has grown over 12 times in 10 years, compounding at nearly 29% per year. People are not just signing up or trading. They’re investing and building real wealth.”

The business model is smart and sustainable. EasyEquities makes money from trading, yes, but also from a host of non-activity-based revenue streams – ETFs, asset management, life insurance and more. That matters because it reduces reliance on market volatility. Retention rates? A staggering 99.04%.

And the story’s still unfolding. My friend and partner in CN&CO, Carel Nolte (who is also Purple Group’s chief enablement officer) says it best: “We’re telling a story with spreadsheets and statements that’s as exciting as any novel or Netflix series. It’s a narrative about ownership, optimism and the real potential of everyday people.

“Eleven years ago our detractors said EasyEquities wouldn’t work. Big thanks to all who continue to prove them wrong!”

That’s what got me. I don’t have to be a financial genius. I don’t have to put away thousands a month. I just have to show up when I can, make informed decisions, and trust the platform. That’s what EasyEquities makes possible… and why I’ll keep backing it. Not just with my investments, but with my belief in the power of access.

I’m not just a client anymore. I’m a proud shareholder.

For more stories, check out blogs.easyequities.co.za and follow @EasyEquities on social media.