Purple Group
Purple Group Limited (JSE: PPE) is a South African fintech holding company operating nine branded retail investment platforms — EasyEquities, EasyProperties, GT247, Rise, EasyCrypto, EAM, MRPHY, EasyCompare and EasyWealth — serving ~1.25 million active retail investors with DIY trading, fractional property, managed portfolios, CFDs, crypto and retirement administration.
- Company typePublic
- Founded1998
- HeadquartersJohannesburg, South Africa
- Headcount101–250
- GTM typeB2C
- OfferingSoftware
What Purple Group does
Purple Group Limited is a JSE-listed South African fintech holding company (ticker PPE, FSP No: 46315) that operates a multi-brand retail investment and trading platform targeting individual investors in South Africa, with stated ambition to extend internationally. Its core platform, EasyEquities, positions itself as a disruptor focused on removing barriers to entry in local and international stock markets, and at the H1 FY2026 reporting date served nearly 1.25 million active clients. The group's product surface spans the full investor lifecycle: DIY share trading (EasyEquities), fractional property (EasyProperties), managed portfolios (Emperor Asset Management), CFD trading (GT247, South Africa's first CFD provider), retirement fund administration (Rise), cryptocurrency investment and storage (EasyCrypto), goal-based investment planning (MRPHY), ETF comparison (EasyCompare), and retirement planning (EasyWealth).
Under the hood, the architecture is a platform-plus-modules structure — a self-serve digital investment backbone shared across asset classes — rather than a single integrated app. EasyCrypto is explicitly built on blockchain rails with a stated roadmap to tokenise any asset class, while EAM constructs portfolios from a defined set of factor building blocks (Value, Quality, Stability, Momentum). Distribution is exclusively self-serve digital, with no traditional sales force, branch network, or physical intermediaries.
The business model is transaction-fee driven across both brokerage and CFD verticals. EasyEquities generated revenue growth of 18.5% and PBT growth of 66.3% in H1 FY2026, with consolidated group revenue of R258.5 million for the six months to 28 February 2026 (+8.8% year-on-year) and group profit before tax up more than 30%. Revenue concentration is therefore highest in the EasyEquities flagship, with CFD trading (GT247), retirement administration (Rise) and crypto (EasyCrypto) providing adjacent diversified streams. The full-year FY2025 was characterised by the CEO as record-setting, with FY2026 deliberately positioned as compounding from that base.
Purple Group firmographics
Firmographics- Name
- Purple Group
- Legal name
- Purple Group Limited
- Website
- https://purplegroup.co.za
- Company type
- Public
- Founded year
- 1998
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Purple Group Limited (JSE: PPE) is a South African fintech holding company operating nine branded retail investment platforms — EasyEquities, EasyProperties, GT247, Rise, EasyCrypto, EAM, MRPHY, EasyCompare and EasyWealth — serving ~1.25 million active retail investors with DIY trading, fractional property, managed portfolios, CFDs, crypto and retirement administration.
- Ownership category
- akta.pro rank
Purple Group industry classification
Industry- Product category
- Online Retail Investment Platform
- NAICS
- Portfolio Management and Investment Advice (523940), Securities, Commodity Contracts, and Other Financial Investments and Related Activities (523)
- SIC
- Investment Advice (6282), Security Brokers, Dealers & Flotation Companies (6211)
- akta.pro primary industry
- Alternatives & Multi-Asset Digital Wealth Platforms (PE/VC/Real Assets access) (FSAGAEAL)
- akta.pro secondary industries
- Direct-to-Consumer Robo-Advisors (Retail Automated Portfolios) (FSAGAEAA), Execution-Only / Self-Directed Investing Platforms (FSAAAAAI), Digital/Hybrid Robo-Wealth & Retirement Advisory (FSAEABAK), Digital/Robo Financial Planning (FSAEAAAK)
Keywords
Where Purple Group is headquartered
LocationHeadquarters
- HQ city
- Johannesburg
- HQ country
- South Africa
- HQ region
- Africa
Offices1 record
Markets served
Purple Group business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- EasyEquities Platform Revenue: Revenue from retail investment platform serving nearly 1.25 million active clients, generating 18.5% revenue growth and 66.3% profit before tax growth in H1 FY2026
- Consolidated Group Revenue: Total group revenue of R258.5 million for six months ending February 2026, up 8.8% year-on-year, with profit before tax increasing more than 30%
Go-to-market motion1 record
Distribution channels5 records
Marketing channels3 records
Purple Group product offering
Product offeringCore offering
Purple Group operates a multi-brand fintech platform offering retail investors access to local and international stock markets through DIY share trading (EasyEquities), fractional property investments (EasyProperties), managed portfolios (Emperor Asset Management), CFD trading (GT247), retirement fund administration (Rise), cryptocurrency investing and storage (EasyCrypto), goal-based robo-advice (MRPHY), ETF comparison (EasyCompare), and retirement planning (EasyWealth). The platforms are delivered as self-serve digital services targeting individual investors primarily in South Africa, with selected international reach.
Product overview
Purple Group is a JSE-listed fintech platform operating a multi-brand, multi-product architecture serving retail investors across South Africa and internationally. The company offers a unified ecosystem combining DIY investing (EasyEquities), fractional property investments (EasyProperties), managed portfolios (EAM/Emperor Asset Management), CFD trading (GT247), retirement fund administration (Rise), and cryptocurrency investing (EasyCrypto), complemented by goal-based planning (MRPHY), ETF comparison (EasyCompare), and retirement planning (EasyWealth) tools. This platform-plus-modules structure enables clients to choose from self-directed investing, professionally managed portfolios, goal-based robo-advice, or any combination thereof, catering to all investor types locally and abroad.
Differentiator
Problem solved
Functional benefit
Products and services
- EasyEquities Online share trading and investment platform targeting retail investors, enabling easy and affordable access to local and international stock markets with share ownership capabilities. Serves nearly 1.25 million active clients.
- EasyProperties Fractional property investment platform enabling investors to own portions of properties, allowing them to start small while accessing property market returns.
- Emperor Asset Management (EAM) Managed portfolio service using four investment building blocks (Value, Quality, Stability, Momentum) to construct portfolios matching defined risk-return objectives.
- GT247.com CFD trading platform offering bespoke research, low costs, and multiple industry awards, helping thousands of clients place successful trades daily.
- Rise Affordable and practical one-stop retirement fund administration solution for pension and provident funds and their members.
- EasyCrypto Cryptocurrency investment and storage platform built on blockchain rails, enabling safe, easy and trusted crypto investing and the digitization of any asset class.
- MRPHY Customized goal-based investment planning service that turns personal dreams into achievable financial realities.
- EasyCompare ETF portal helping investors find and compare the right ETF products for their investment needs.
- EasyWealth Retirement planning and wealth management solution designed to help users plan and action their retirement strategy.
Quantifiable outcome
- Revenue growth of 8.8% to R258.5 million in H1 FY2026
- +4 more outcomes
Companies that use Purple Group
Customer profileSegments4 records
Ideal customer profiles4 records
Purple Group technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Purple Group partnerships and signals
Strategic signalScale indicators8 records
Recent moves6 records
Expansion highlights5 records
Purple Group competitors and assessment
Company assessmentDirect peers
- IG Group: Global leader in retail CFD and spread-betting trading, directly comparable to Purple's GT247 platform in product, business model, and target customer.
- eToro: Global multi-asset retail platform combining self-directed stock trading with crypto and copy/managed portfolios; the international analogue to Purple's EasyEquities + EasyCrypto + EAM stack.
- Plus500: Public CFD and multi-asset retail trading platform with a similar low-cost, self-serve model to Purple's GT247, serving retail traders globally.
- Luno: South Africa-headquartered cryptocurrency exchange and storage platform; the most direct domestic competitor to Purple's EasyCrypto subsidiary.
- Sygnia: JSE-listed South African investment platform offering self-directed execution, managed portfolios, and retirement funds — directly comparable to Purple's EasyEquities, EAM, and Rise combination in the same domestic market.
Broad incumbents
- Sanlam: Major South African wealth and investment manager with a growing digital platform; competes with Purple across managed portfolios and retirement, but as a much larger, more diversified incumbent.
- Old Mutual Investment Group: Established South African wealth, retirement, and investment management group with growing digital channels; an incumbent comparable to Purple's Rise, EAM, and EasyWealth stack.
- Discovery Limited: Large South African financial-services group with a digital wealth and investment offering (Discovery Invest); competes with Purple in the same SA retail wealth market but across a much broader health, life, and short-term insurance portfolio.
Emerging players
- Wealthsimple: Canadian digital wealth platform combining self-directed trading, managed portfolios, and crypto — a comparable execution-plus-advice model to Purple's multi-brand retail ecosystem, though at an earlier stage of cross-sell maturity.
- Stash: US self-directed and managed-investing platform combining fractional shares, ETFs, and education — comparable in target customer (mass-market retail) and product breadth to Purple's EasyEquities + EasyCompare + MRPHY combo.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat6 records
Key risks5 records
Key highlights6 records
Customer concentration
Purple Group social profiles
Digital presencePurple Group compliance and trust
Trust signalCompliance1 record
Purple Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Purple Group leadership team
Management profileNumber of profiles
Profiles1 record
Purple Group subsidiaries and ownership
Company hierarchySubsidiaries9 records
Purple Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Purple Group M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Purple Group
What does Purple Group do?
Purple Group operates a multi-brand fintech platform offering retail investors access to local and international stock markets through DIY share trading (EasyEquities), fractional property investments (EasyProperties), managed portfolios (Emperor Asset Management), CFD trading (GT247), retirement fund administration (Rise), cryptocurrency investing and storage (EasyCrypto), goal-based robo-advice (MRPHY), ETF comparison (EasyCompare), and retirement planning (EasyWealth). The platforms are delivered as self-serve digital services targeting individual investors primarily in South Africa, with selected international reach.
Is Purple Group a public or private company?
Purple Group is a public company. It is classified as public and is currently operating.
When was Purple Group founded?
Purple Group was founded in 1998. It employs 101 to 250 people.
Where is Purple Group based?
Purple Group is headquartered in Johannesburg, South Africa, in the Africa region.
How does Purple Group make money?
Two revenue lines are on record. EasyEquities Platform Revenue is the primary driver. The others are consolidated Group Revenue.
Who are Purple Group's main competitors?
Direct peers on record are IG Group, eToro, Plus500, Luno and Sygnia. Broad incumbents are Sanlam, Old Mutual Investment Group and Discovery Limited. Emerging players are Wealthsimple and Stash.
Does Purple Group have an API?
No public API is recorded for Purple Group.
What industry is Purple Group in?
Purple Group's product category is Online Retail Investment Platform. Its primary akta.pro industry code is FSAGAEAL, Alternatives & Multi-Asset Digital Wealth Platforms (PE/VC/Real Assets access), with a secondary code of FSAGAEAA, Direct-to-Consumer Robo-Advisors (Retail Automated Portfolios). Its NAICS code is 523940 and its SIC code is 6282.