EasyEquities
EasyEquities is a South African retail investment platform (subsidiary of JSE-listed Purple Group) enabling DIY investors to buy fractional shares, ETFs, crypto, property and retirement products across ZA, US, UK, Europe and Australian markets from a single low-fee account, serving ~1.25M active clients.
- Company typePrivate
- Founded2014
- HeadquartersGauteng, South Africa
- Headcount101–250
- GTM typeB2C
- OfferingSoftware
What EasyEquities does
EasyEquities is a South African retail investment platform operated by First World Trader (Pty) Ltd as a wholly-owned subsidiary of Purple Group Limited (JSE: PPE). Founded in 2014 and headquartered in South Africa, the platform enables do-it-yourself retail investors to buy fractional shares, ETFs, cryptocurrencies, fractional property, and retirement savings products across South African, US, Australian, UK and European markets from a single account, with no minimum investment requirements.
The platform's core differentiator is its proprietary Fractional Share Rights (FSR) technology, which allows investments from as little as R5 by issuing CFDs against EasyEquities that convert to whole shares upon accumulation. It operates as a Non-DMA (Non-Direct Market Access) execution system routing trades through broker-dealer relationships with underlying exchanges, providing 15-minute delayed pricing (20 minutes for Australia). A multi-currency wallet architecture (ZAR, USD, AUD, GBP, EUR) is supported by the proprietary EasyFX in-platform currency transfer tool. The platform hosts a broad sub-brand ecosystem including EasyCrypto, EasyProperties, EasyETF, EasyTrader (leveraged CFDs), EasyCredit, EasyProtect, EasyAdvisor/MrPHY (robo-advisory), EasyAcademy, EasyWealth and EasyVSTR Hub.
EasyEquities generates revenue primarily through a 0.25% base brokerage fee per transaction (0.60% effective for advanced orders), 0.2% early settlement fees on T+5 trades, cash management spread on ZAR client balances, bundle management fees retained from professional money managers, and usage-based EasyCredits micro-payments (R0.25 per live price snapshot). Its go-to-market is product-led growth via self-serve onboarding, content marketing (blog, YouTube), community engagement, and high-leverage distribution partnerships including a Capitec Bank widget integration and Discovery Bank super-bank embed. The platform reports ~1.25 million active clients, 2.7M+ registered investors, and is regulated under FSP 22588, NCRCP12294, ODP 44 and ODP 43.
EasyEquities firmographics
Firmographics- Name
- EasyEquities
- Legal name
- First World Trader (Pty) Ltd
- Website
- https://easyequities.co.za
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- EasyEquities is a South African retail investment platform (subsidiary of JSE-listed Purple Group) enabling DIY investors to buy fractional shares, ETFs, crypto, property and retirement products across ZA, US, UK, Europe and Australian markets from a single low-fee account, serving ~1.25M active clients.
- Ownership category
- akta.pro rank
EasyEquities industry classification
Industry- Product category
- Retail Investment Platform
- NAICS
- Securities and Commodity Exchanges (5232), Securities and Commodity Exchanges (52321), Securities and Commodity Exchanges (523210), Open-End Investment Funds (525910)
- SIC
- Security Brokers, Dealers & Flotation Companies (6211), Security & Commodity Brokers, Dealers, Exchanges & Services (6200), Personal Credit Institutions (6141)
- akta.pro primary industry
- Execution-Only / Self-Directed Investing Platforms (FSAAAAAI)
Keywords
Where EasyEquities is headquartered
LocationHeadquarters
- HQ city
- Gauteng
- HQ country
- South Africa
- HQ region
- Africa
Offices1 record
Markets served
EasyEquities business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure, Others
Revenue model
- Brokerage / Transaction Fees: EasyEquities charges a base brokerage fee of 0.25% per transaction on all trades. Advanced orders (limit orders, stop loss, take profit) carry an additional Order Admin Fee of 0.35% on top of the base 0.25%, totaling 0.60% effective rate. Fees apply per transaction across all account types and markets (ZAR, USD, AUD, GBP, EUR). Revenue is generated on every buy and sell executed on the platform.
- Early Settlement Fees: A 0.2% fee is charged on the value of funds settled early before the standard T+5 settlement period. This is a discretionary revenue stream from users who need immediate access to sale proceeds.
- Cash Management / Interest Spread: EasyEquities pays interest on settled ZAR cash balances but retains a cash management fee. The interest is calculated on (Investable Cash minus Unsettled Cash). Unsettled funds do not earn interest. The spread between what EasyEquities earns on client cash and what it pays out constitutes revenue.
- Bundle Management Fees: Managed portfolio bundles are overseen by professional money managers who receive a fee for their services. EasyEquities retains a portion of this fee as platform revenue.
- Platform Access / Data Fees: Live snapshot pricing is available via EasyCredits micro-payments (R0.25 per view), providing an alternative to the R98.92/month (excl. VAT) exchange data fee for non-professional investors. This creates a usage-based revenue stream for real-time market data.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Standard Market Order: 0.25% brokerage fee per trade |
| Transaction based/ take rate | Pay-as-you-go | Advanced Orders: 0.60% effective brokerage fee (0.25% + 0.35% admin fee) |
| Transaction based/ take rate | Pay-as-you-go | Early Settlement: 0.2% of settlement value |
| Usage-based | Monthly | Interest on ZAR Cash: Variable rate minus cash management fee |
| Usage-based | Pay-as-you-go | Live Snapshot Pricing: R0.25 per view (EasyCredits) |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels8 records
EasyEquities product offering
Product offeringCore offering
EasyEquities is a South African multi-currency, multi-market DIY investment platform that lets retail investors buy fractional shares, ETFs, crypto, property, retirement products, and managed portfolios across the JSE, US, UK, EU, and Australian markets from a single account. It is operated by First World Trader (Pty) Ltd under FSCA licence FSP 22588, NCRCP NCRCP12294, and ODP 44, and is wholly owned by Purple Group Limited (JSE: PPE).
Product overview
EasyEquities is a South African fintech investment platform operated by First World Trader (Pty) Ltd under Purple Group Limited (JSE: PPE). The platform operates as a unified multi-product ecosystem offering retail investors access to fractional shares across local and international markets, cryptocurrency via EasyCrypto, ETFs through EasyETFs, fractional property via EasyProperties, and various retirement solutions (Retirement Annuity, Preservation Funds, Living Annuity, TFSA). Additional offerings include Bundles (managed portfolios), Baskets (curated share collections), Unit Trusts, Structured Products, ETNs, and AI-powered Baskets. The platform supports multiple currency wallets (ZAR, USD, AUD, GBP, EUR) with integrated currency transfer through EasyFX, and advanced trading via EasyTrader. All products are accessible through a single account with no minimum investment requirements, enabled by fractional share rights (FSRs) that allow investing from R5 in any share.
Differentiator
Problem solved
Functional benefit
Brands
- EasyCrypto: Cryptocurrency trading platform enabling purchase and storage of crypto assets, including EasyCrypto Tokens that employ passive investment strategies tracking crypto indices.
- EasyProperties
- EasyETF
- EasyTrader
- EasyCredit
- EasyProtect
- EasyAdvisor (MrPHY)
- EasyAcademy
- EasyWealth
- EasyVSTR Hub
Products and services
- EasyEquities Core Investment Platform Multi-currency, multi-market DIY investment platform that lets South African retail investors buy and sell fractional shares, ETFs, and other securities across the JSE, NYSE, ASX, LSE, and Euronext from a single account, with no minimum investment requirements.
- EasyCrypto Cryptocurrency investment platform enabling users to buy, sell, and store crypto assets and EasyCrypto index tokens (EC10, ECA20, ECE10, ECNMG) that track crypto indices with automatic weekly rebalancing.
- EasyETFs Platform for discovering, comparing, and investing in Exchange Traded Funds (ETFs) and Actively Managed ETFs (AMETFs), with research tools and portfolio optimisation features.
- EasyTrader Leveraged CFD trading product available to EasyEquities clients, offering trading in crypto, commodities, 70+ forex pairs, and major indices with responsible leverage, live pricing, and charting tools, denominated in Rands.
- EasyProperties Fractional property investment platform enabling investors to purchase shares in curated property developments with potential capital gains and rental income.
- EasyCredit Credit/lending product offered through the EasyEquities platform ecosystem under NCRCP12294 registration.
- EasyProtect Insurance or protection product offered through the EasyEquities platform ecosystem.
- EasyAdvisor (MrPHY) Robo-advisor service providing customised, goal-based investment plans that manage portfolios based on individual financial goals and risk profiles.
- ZARU (ZAR Universal) Stablecoin Rand-backed institutional stablecoin enabling 24/7 blockchain-based payments, cross-border transactions, and rand on/off-ramps to global blockchain economies.
- Bundles (Professionally Managed Portfolios) Professionally managed investment portfolios owned by individual investors but overseen by external money managers for a fee, offering hands-off diversified exposure.
Quantifiable outcome
- Over 2.7 million registered investors on the platform
- +3 more outcomes
Companies that use EasyEquities
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles4 records
EasyEquities technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature8 records
EasyEquities partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered minor and core.
- MultiChoiceminorMultiChoice (DStv parent) is referenced as a provider integrated into Discovery Bank's 'super bank' ecosystem alongside EasyEquities. MultiChoice's DStv services are available through Discovery Bank's expanded product partnerships.
- Discovery BankcoreDiscovery Bank has partnered with EasyEquities as part of its 'super bank' strategy, integrating banking with investment services. Discovery Bank's app expanded to offer clients access to EasyEquities investment products. CEO Hylton Kallner outlined the integration at a Johannesburg event, positioning EasyEquities alongside MultiChoice, Luno, and other lifestyle and rewards providers.
- LunocoreLuno and EasyEquities co-created ZARU (ZAR Universal), South Africa's first rand-backed stablecoin, alongside Sanlam and Lesaka. Luno is a crypto exchange backed by EasyEquities/Sanlam. Both companies are part of the same financial ecosystem and collaborate on crypto product development, ZARU stablecoin, and cross-border payments initiatives.
- Sanlam Specialised Asset ManagementcoreSanlam Specialised Asset Management manages the reserves backing ZARU stablecoin (cash, deposits, government bonds) with monthly audits by Moore Johannesburg. Sanlam is a major financial services group and a key strategic partner in the ZARU stablecoin consortium. Sanlam has also backed EasyEquities through its investment in Purple Group.
- Lesaka TechnologiescoreLesaka Technologies is the Nasdaq and JSE-listed fintech group that is a key backer of ZARU stablecoin alongside Luno, Sanlam, and EasyEquities. Lesaka has acquired Adumo and is pursuing Bank Zero acquisition. EasyEquities is listed as an EasyEquities entity within the Lesaka/Sanlam-backed ecosystem, with cross-border payments strategy leveraging ZARU.
- AbsaminorAbsa plans to launch a digital asset custody solution for business and corporate clients in 2026, as South African banks shift from caution to active participation in the crypto market. EasyEquities (as part of the ZARU consortium) and Absa are both players in the evolving South African digital asset ecosystem.
- Standard BankcoreStandard Bank serves as the reserve bank for ZARU stablecoin, holding the cash reserves backing the stablecoin. Standard Bank and Sanlam Financial Markets facilitate the ZARU stablecoin's reserve management and infrastructure. This is a critical banking infrastructure partnership for the stablecoin's operation.
- Bank ZerominorLesaka Technologies (EasyEquities ecosystem) is pursuing the acquisition of Bank Zero pending regulatory approvals. This represents a potential expansion of the banking services available within the EasyEquities/Lesaka financial ecosystem.
- Altvest CapitalminorEasyEquities served as the exclusive bookbuild platform for Altvest Capital's JSE listing IPO in September 2024. This was the first bookbuild conducted exclusively on EasyEquities, demonstrating the platform's capability to distribute IPOs directly to retail investors.
- Capitec BankcoreCapitec Bank offers EasyEquities investment functionality through a widget integrated into its digital banking app, enabling Capitec's customer base to access EasyEquities investing directly from the Capitec interface. This white-label/distribution partnership significantly expands EasyEquities' reach to millions of Capitec customers.
Scale indicators9 records
Recent moves6 records
Expansion highlights5 records
EasyEquities competitors and assessment
Company assessmentBroad incumbents
- Saxo Bank: Danish global multi-asset broker offering equities, ETFs, FX, and structured products. A broader incumbent operating in South Africa with comparable multi-market, multi-currency functionality.
- Interactive Brokers: Global multi-asset brokerage serving retail and professional investors across 150+ markets. A broader incumbent competing for the same active DIY retail segment, especially internationally.
Direct peers
- Robinhood Markets: US-listed commission-free self-directed broker with fractional share investing, multi-asset offering, and a mobile-first product-led growth model. Closest analog to EasyEquities in product, customer (retail self-directed), and GTM motion.
- Plus500: Global multi-asset CFD and leveraged trading platform listed on the LSE. Comparable leveraged product set to EasyTrader and similar retail onboarding model.
- Trading 212: UK-based commission-free broker offering fractional shares, ETFs, and CFDs across European and select international markets. Comparable zero-fee self-directed model targeting retail investors.
- eToro: Global multi-asset social trading platform offering fractional shares, ETFs, crypto, and CFDs to retail investors across multiple geographies including South Africa. Direct competitor in the self-directed multi-asset retail segment.
- Stake: Australia-born commission-free trading platform that has expanded into South Africa and other markets, offering US and ASX equities to retail investors. Closest geographic and demographic competitor to EasyEquities.
- DEGIRO: Low-cost European online broker offering global equities, ETFs, and derivatives to retail investors. Comparable fee-led, self-directed, multi-market positioning.
- IG Group: Global leveraged trading and CFD provider active in South Africa. Comparable in offering leveraged CFDs, forex, indices, and crypto to retail investors, mirroring EasyTrader's product set.
Emerging players
- Luno: South African-founded global crypto exchange and EasyEquities ecosystem partner. Comparable on retail crypto access in South Africa and on the ZARU stablecoin consortium; partial overlap via EasyCrypto.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks7 records
Key highlights7 records
Customer concentration
EasyEquities social profiles
Digital presenceEasyEquities compliance and trust
Trust signalCompliance4 records
EasyEquities financial estimates
Financial estimateRevenue estimate
Valuation estimate
EasyEquities leadership team
Management profileNumber of profiles
Profiles1 record
EasyEquities subsidiaries and ownership
Company hierarchySubsidiaries10 records
EasyEquities funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
EasyEquities M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about EasyEquities
What does EasyEquities do?
EasyEquities is a South African multi-currency, multi-market DIY investment platform that lets retail investors buy fractional shares, ETFs, crypto, property, retirement products, and managed portfolios across the JSE, US, UK, EU, and Australian markets from a single account. It is operated by First World Trader (Pty) Ltd under FSCA licence FSP 22588, NCRCP NCRCP12294, and ODP 44, and is wholly owned by Purple Group Limited (JSE: PPE).
Is EasyEquities a public or private company?
EasyEquities is a private company. It is classified as corporate owned and is currently operating.
When was EasyEquities founded?
EasyEquities was founded in 2014. It employs 101 to 250 people.
Where is EasyEquities based?
EasyEquities is headquartered in Gauteng, South Africa, in the Africa region.
How does EasyEquities make money?
Five revenue lines are on record. Brokerage / Transaction Fees are the primary driver. The others are early Settlement Fees, cash Management / Interest Spread, bundle Management Fees and platform Access / Data Fees.
Who are EasyEquities's main competitors?
Broad incumbents on record are Saxo Bank and Interactive Brokers. Direct peers are Robinhood Markets, Plus500, Trading 212, eToro, Stake, DEGIRO and IG Group. Luno is listed as an emerging player.
Does EasyEquities have an API?
No public API is recorded for EasyEquities.
What industry is EasyEquities in?
EasyEquities's product category is Retail Investment Platform. Its primary akta.pro industry code is FSAAAAAI, Execution-Only / Self-Directed Investing Platforms. Its NAICS code is 5232 and its SIC code is 6211.