Anchor Capital
Anchor Capital is a South African wealth and asset manager applying a GARP philosophy to serve individuals, financial advisors, and pension funds across unit trusts, hedge funds, multi-managed, passive, and structured solutions, plus newly launched AMETFs via EasyEquities.
- Company typePrivate
- Founded2009
- HeadquartersJohannesburg, South Africa
- Headcount101–250
- GTM typeB2B and B2C
- OfferingServices
What Anchor Capital does
Anchor Capital is a South African wealth and asset management firm headquartered in Sandton, operating under FSP #39834 and founded in 2009. The firm follows a Growth at a Reasonable Price (GARP) investment philosophy and serves individual investors, financial advisors, and institutional clients such as pension funds. It is led by CEO and Co-CIO Peter Armitage alongside Head of Fixed Income and Co-CIO Nolan Wapenaar.
The firm's product platform spans eight lines: Local Solutions, Global Solutions, Unit Trusts, Hedge Funds, Personal Share Portfolios, Multi-Managed Solutions, Passive Solutions, and Structures. In May 2026 it expanded into exchange-traded products with two actively managed ETFs (AMETFs) — AAGEET (Global Equity) and AASAET (SA Equity) — priced at a 0.7% management fee and manufactured and distributed under a ManCo arrangement with EasyEquities (Purple Group). The company also operates the Anchor Aspirant sub-brand for younger/aspirant investors, the Anchor Prime Alternatives product for private capital exposure, and has a parallel distribution agreement with Wild Dog Capital.
The revenue model is asset-management fees on AUM across the product suite, with a 0.7% management fee on the AMETF range subsidising low-cost retail penetration via EasyEquities' R100bn platform. The firm has not disclosed revenue or AUM figures; awards include Raging Bull recognition in 2022 and 2023 and an Edify award in 2024. Operations remain entirely South Africa-focused, with no evidence of geographic expansion beyond Sub-Saharan Africa.
Anchor Capital firmographics
Firmographics- Name
- Anchor Capital
- Legal name
- Anchor Group Limited
- Website
- https://anchorcapital.co.za
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Anchor Capital is a South African wealth and asset manager applying a GARP philosophy to serve individuals, financial advisors, and pension funds across unit trusts, hedge funds, multi-managed, passive, and structured solutions, plus newly launched AMETFs via EasyEquities.
- Ownership category
- akta.pro rank
Anchor Capital industry classification
Industry- Product category
- Wealth and Asset Management
- NAICS
- Portfolio Management and Investment Advice (523940), Open-End Investment Funds (525910), All Other Financial Investment Activities (52399)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Global Equity (Active) (FSAAAIAD)
- akta.pro secondary industries
- Alternative Investments for Private Wealth (Hedge Funds, PE/VC Access, Private Credit) (FSAAABAI), Large-Cap Equity (Active) (FSAAAIAA)
Keywords
Where Anchor Capital is headquartered
LocationHeadquarters
- HQ city
- Johannesburg
- HQ country
- South Africa
- HQ region
- Africa
Offices1 record
Markets served
Anchor Capital business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Others
Revenue model
- Investment Management Fees: Fees charged for managing client assets under wealth and asset management services. Revenue generated as a percentage of assets under management across various product solutions including local solutions, global solutions, unit trusts, hedge funds, and personal share portfolios.
- AMETF Management Fees: Management fee of 0.7% (excluding VAT) for AMETF products. Total expense ratio (TER) targets below 1%, falling to 0.7%-0.8% as fund assets grow.
- Financial Advisory Services: Advisory and intermediary services provided to clients requiring personalized investment advice and portfolio management.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Anchor EasyETFs Aspirant Global Equity AMETF (AAGEET) |
| Subscription | Annual | Anchor EasyETFs Aspirant SA Equity AMETF (AASAET) |
| Other | Annual | Custom Wealth Management |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels6 records
Anchor Capital product offering
Product offeringCore offering
Anchor Capital is a South African wealth and asset management firm that provides bespoke private client wealth solutions and institutional investment management services. Its offerings span local and global investment solutions, unit trusts, hedge funds, personal share portfolios, multi-managed solutions, passive solutions, and actively managed ETFs (AMETFs) listed on the JSE. The firm serves individual investors, financial advisors, pension funds, and aspirant investors through a Growth-at-a-Reasonable-Price (GARP) investment philosophy.
Differentiator
Problem solved
Functional benefit
Brands
- Anchor Aspirant: A program designed to help young, new, or ambitious investors start their wealth-building journey with digital tools, investment education, and professionally managed portfolios.
Products and services
- Local Solutions
Quantifiable outcome
- SA equities forecast return of approximately 14% over next 12 months
- +3 more outcomes
Companies that use Anchor Capital
Customer profileSegments4 records
Ideal customer profiles4 records
Anchor Capital technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Anchor Capital partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- EasyEquitiescoreEasyEquities (wholly-owned subsidiary of Purple Group) serves as the management company (ManCo) for Anchor Capital's AMETF range. Partnership enables Anchor Capital to distribute institutional-quality investment management through EasyEquities' scalable technology-driven retail investor platform. EasyEquities contributes platform infrastructure and retail reach while Anchor provides investment management and research capabilities.
- Purple GroupcoreParent company of EasyEquities platform. Purple Group enables EasyEquities to serve as ManCo for Anchor Capital's AMETF products, combining Anchor's institutional investment management with Purple Group's retail distribution reach.
- Wild Dog CapitalminorWild Dog Capital helps accounting practices build wealth management businesses. Referral and distribution partnership extending Anchor's reach through professional accounting advisor network.
Scale indicators6 records
Recent moves6 records
Expansion highlights4 records
Anchor Capital competitors and assessment
Company assessmentDirect peers
- Ninety One: International South African asset manager (LSE/JSE-listed) offering active global and emerging-market equity, fixed income and alternatives to institutional and retail clients — directly comparable mix of global + local + alternatives strategies.
- Allan Gray: Largest privately-held South African active equity and multi-asset manager with a similar value/quality-tilted investment philosophy and broad retail and institutional distribution across unit trusts, hedge funds and personal portfolios.
- Coronation Fund Managers: JSE-listed South African asset manager offering a comparable breadth of local, global and alternative strategies to institutional and retail clients, with similar advisor-channel distribution and AMETF-style product ambitions.
- Sygnia: JSE-listed South African investment management and administration firm with both passive index-tracking ETFs and active strategies on the JSE — most direct comparable on the listed AMETF/ETF wrapper dimension.
- Foord Asset Management: Privately-held South African active manager focused on quality-growth equities and conservative multi-asset portfolios, with a comparable investment culture and client mix of HNW individuals, advisors and institutions.
Regional players
- Sasfin Wealth: South African wealth and asset manager offering bespoke portfolio management, unit trusts and alternative strategies to HNW individuals and advisors — overlapping niche positioning in private-client wealth management.
Broad incumbents
- Old Mutual Investment Group: Large incumbent South African asset manager inside the Old Mutual group, offering a broad multi-asset product set including equities, fixed income, alternatives and multi-managed solutions to institutional and retail clients.
- STANLIB: Major South African asset manager (part of Standard Bank group) offering unit trusts, institutional mandates and alternative strategies, with overlapping institutional and retail advisor distribution.
- Sanlam Investments: Investment arm of the Sanlam group, one of SA's largest financial services players, with extensive multi-managed, single-manager and alternative investment offerings distributed via advisors and directly to clients.
Emerging players
- Truffle Asset Management: Independent South African boutique asset manager focused on high-conviction active equity and balanced funds for HNW individuals and advisors — comparable boutique scale and active-management philosophy.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Anchor Capital social profiles
Digital presenceAnchor Capital financial estimates
Financial estimateRevenue estimate
Valuation estimate
Anchor Capital leadership team
Management profileNumber of profiles
Profiles1 record
Anchor Capital funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Anchor Capital 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 Anchor Capital
What does Anchor Capital do?
Anchor Capital is a South African wealth and asset management firm that provides bespoke private client wealth solutions and institutional investment management services. Its offerings span local and global investment solutions, unit trusts, hedge funds, personal share portfolios, multi-managed solutions, passive solutions, and actively managed ETFs (AMETFs) listed on the JSE. The firm serves individual investors, financial advisors, pension funds, and aspirant investors through a Growth-at-a-Reasonable-Price (GARP) investment philosophy.
Is Anchor Capital a public or private company?
Anchor Capital is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Anchor Capital founded?
Anchor Capital was founded in 2009. It employs 101 to 250 people.
Where is Anchor Capital based?
Anchor Capital is headquartered in Johannesburg, South Africa, in the Africa region.
How does Anchor Capital make money?
Three revenue lines are on record. Investment Management Fees are the primary driver. The others are AMETF Management Fees and financial Advisory Services.
Who are Anchor Capital's main competitors?
Direct peers on record are Ninety One, Allan Gray, Coronation Fund Managers, Sygnia and Foord Asset Management. Sasfin Wealth is listed as a regional player. Broad incumbents are Old Mutual Investment Group, STANLIB and Sanlam Investments. Truffle Asset Management is listed as an emerging player.
Does Anchor Capital have an API?
No public API is recorded for Anchor Capital.
What industry is Anchor Capital in?
Anchor Capital's product category is Wealth and Asset Management. Its primary akta.pro industry code is FSAAAIAD, Global Equity (Active), with a secondary code of FSAAABAI, Alternative Investments for Private Wealth (Hedge Funds, PE/VC Access, Private Credit). Its NAICS code is 523940 and its SIC code is 6282.