Anchor Capital

Wealth and Asset Managementanchorcapital.co.za

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

Wealth management services
Asset management
Investment management
Actively managed ETFs
Portfolio management

Where Anchor Capital is headquartered

Location

Headquarters

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 offering

Core 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 profile

Segments4 records

Ideal customer profiles4 records

Anchor Capital technology and API

Technology

Technology 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 signal

Partnerships

Three partnerships are on record, tiered core and minor.

EasyEquitiescoreGTM or Marketing Partner · 25 May 2026EasyEquities (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 GroupcoreGTM or Marketing Partner · 24 May 2026Parent 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 CapitalminorChannel Partner/ Reseller/ DistributorWild 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 assessment

Direct 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 financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Anchor Capital leadership team

Management profile

Number of profiles

Profiles1 record

Anchor Capital funding detail

Funding detail

Funding 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 investment

M&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?

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.