MoneyToday
MoneyToday is an independent South African personal finance publication operating moneytoday.co.za. It provides sourced guides and free calculators on SASSA grants, loans, banking, salaries and coins for South African consumers, monetizing through display advertising and affiliate commissions.
- Company typePrivate
- Founded2018
- HeadquartersJohannesburg, South Africa
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What MoneyToday does
MoneyToday is a privately held South African personal finance publication that operates the editorial website moneytoday.co.za. Founded in 2018 and headquartered in Johannesburg with additional editorial presence in Cape Town, the company runs a portfolio of six core content verticals — SASSA Grants, Loans, Banking, Coins & Collectibles, Salaries and Calculators — that has been extended more recently to include an insurance vertical covering medical aid, hospital plans, gap cover, life insurance, funeral cover, pet insurance and car insurance. The site publishes plain-English guides, comparison tables and free financial calculators (SARS AA rates, PAYE take-home, home-loan affordability, car finance, loan repayment, retirement projection, TFSA growth and SASSA means test), with every figure required to trace to a primary source such as SARS, SASSA, the SARB or the NCR, and high-impact pages reviewed within 30 days of any rule change.
The publication is supported by a small editorial team of five named writers and editors, several of whom bring unusual domain credentials for a consumer-facing site: the credit and loans editor (James Pretorius) is a former registered debt counsellor (NCRDC2876) with five years in practice; the investing writer (Lerato Khumalo) is a CFA Level 2 candidate; the banking writer (Naledi van der Merwe) is a former Big Four bank product analyst with a postgraduate diploma in financial planning; and the tax and retirement editor (Sipho Dlamini) spent seven years as a tax practitioner. The platform is web-based with no mobile app, no public API and no developer integrations; there is no parent company, no external institutional investment and no funding rounds on record, and ownership appears to remain with the founding team. Distribution is entirely direct-to-consumer through the website, with audience acquisition driven by organic search targeting high-intent South African queries.
The business model is two-stream. Display advertising is served via Google AdSense, generating revenue from impressions and clicks on contextual ads across the site. Affiliate commissions are earned when readers click through to financial products offered by South African banks, insurers, lenders and credit card issuers and complete applications; the publication discloses affiliate participation on every relevant page and states that commissions do not influence editorial ratings. All content is free to access with no subscription, paywall or premium tier. MoneyToday is explicitly editorially independent — it is not a financial services provider, FSP or credit provider, and is not registered with the FSCA, NCR or any other regulator — and the site carries disclaimers that it does not provide financial advice.
MoneyToday firmographics
Firmographics- Name
- MoneyToday
- Legal name
- MoneyToday
- Website
- https://moneytoday.co.za
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- MoneyToday is an independent South African personal finance publication operating moneytoday.co.za. It provides sourced guides and free calculators on SASSA grants, loans, banking, salaries and coins for South African consumers, monetizing through display advertising and affiliate commissions.
- Ownership category
- akta.pro rank
MoneyToday industry classification
Industry- Product category
- Personal Finance Content
- SIC
- Periodicals: Publishing Or Publishing & Printing (2721)
- akta.pro primary industry
- Budgeting & Cash-Flow Management (FSAGADAA)
- akta.pro secondary industry
- Expense Tracking & Financial Dashboards (FSAGADAB)
Keywords
Where MoneyToday is headquartered
LocationHeadquarters
- HQ city
- Johannesburg
- HQ country
- South Africa
- HQ region
- Africa
Offices2 records
Markets served
MoneyToday business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales
Revenue model
- Display advertising: Google AdSense display advertising across the site. Revenue generated from impressions and clicks from contextual ads.
- Affiliate commissions: MoneyToday earns a commission when readers click affiliate links to financial products (banks, insurers, lenders, credit card issuers) and complete applications. The disclaimer states: 'MoneyToday participates in affiliate programs. This means we may earn a commission when readers click links or apply for products through our website.' Commission does not influence editorial ratings or rankings.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free access — no pricing tiers |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
MoneyToday product offering
Product offeringCore offering
MoneyToday publishes plain-English, primary-source-traced editorial guides and comparison content across six South African financial verticals (SASSA grants, loans, banking, coin valuations, public-sector salaries, and free calculators). The publication is free to access and monetises through display advertising and affiliate commissions when readers click through to financial product providers. It is explicitly not a financial services provider and does not offer regulated advice.
Product overview
MoneyToday is an independent South African money publication offering a portfolio of financial information products organized into six editorial verticals: SASSA Grants, Loans, Banking, Coins & Collectibles, Salaries, and Calculators. The core offering consists of plain-English guides, comparison content, and free calculators covering personal finance topics relevant to South Africans. The site aggregates and cites primary sources (SARS, SASSA, SARB, NCR) and does not provide financial advice or act as a financial services provider.
Differentiator
Problem solved
Functional benefit
Products and services
- SASSA Grant Guides Plain-English guides covering the SRD R370 grant, Old Age Grant, Child Support, status checks and appeals for South African social grants. Targeted at unemployed and financially vulnerable South African adults.
- Loan Comparison Guides Comparison guides covering personal loans, credit cards, debt consolidation, bad credit loans, loans for blacklisted individuals, PEP loans, business loans, and specialist lending products. Aimed at South African consumers evaluating consumer credit options, including those with impaired credit histories.
- Banking Guides Guides covering digital banks, branch codes (FNB, Capitec, ABSA, Standard Bank, Nedbank), GEPF self-service, and banking how-tos. Targeted at South African retail banking consumers.
- Coin Values and Collectibles Guides Guides covering Mandela R5 coin values, Krugerrands, Veldponds, and realistic dealer pricing for South African numismatic collectibles. Aimed at South Africans who own or have inherited commemorative coins.
- Salary Guides Pay scale information for SANDF, SAPS, teachers, nurses, doctors, and other South African public-sector salary levels. Targeted at South African public servants seeking DPSA salary-level data.
- Financial Calculators Free interactive calculators including AA rates per km, PAYE take-home salary, home loan affordability, bond repayment, car finance, loan repayment, retirement projections, TFSA growth, and the SASSA means test. All free to use with no sign-up.
Quantifiable outcome
- High-impact pages (SARS rates, SASSA amounts, repo-linked content) reviewed within 30 days of any rule change
- +2 more outcomes
Companies that use MoneyToday
Customer profileSegments5 records
Ideal customer profiles3 records
MoneyToday technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
MoneyToday partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights5 records
MoneyToday competitors and assessment
Company assessmentOthers
- MyBroadband: South African tech and fintech media site that covers mobile banking, digital banks and consumer finance adjacent to MoneyToday's banking vertical. Comparable in SEO-led consumer-tech editorial model serving South African readers.
- African Bank (consumer education content): South African retail bank that publishes consumer-credit educational content comparable to MoneyToday's loan guides. Differs as a regulated credit provider publishing its own materials rather than an independent third-party comparison site.
Broad incumbents
- Fin24: Media24/Naspers-owned South African financial news portal covering markets, personal finance and business. Comparable content scope but with a much larger editorial team and broader institutional audience.
- News24 Business / Money: Media24-owned general news portal with a substantial business and personal finance section. Comparable in audience scale and SA consumer reach, but as part of a much broader general-news property.
- BusinessDay (BDLive): Arena Holdings-owned South African business and finance daily. Overlaps with MoneyToday's salary, banking and economic content but targets a more professional/business audience with subscription and advertising revenue.
Direct peers
- JustMoney: South African financial product comparison and education platform covering credit cards, loans and insurance. Directly comparable to MoneyToday's credit-card and loan comparison pages in product, audience and affiliate-style monetisation.
- Moneyweb: Long-running South African personal finance and investment editorial publication. Closely comparable to MoneyToday in content vertical mix (investing, banking, tax) and South African audience, with a more established institutional-investor readership.
- CompareGuru: South African financial product comparison platform focused on insurance, credit cards and loans. Directly comparable in the comparison-table-and-affiliate monetisation approach serving South African consumers.
- Hippo.co.za: South African insurance and financial product comparison site. Comparable in affiliate-driven comparison content model and South African consumer audience, with broader insurance product coverage.
Emerging players
- Daily Investor: South African investment news and personal finance site with a strong JSE and unit trust focus. Comparable editorial style and audience, narrower in scope (investing-centric) and competing for similar SA financial-search traffic.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
MoneyToday social profiles
Digital presenceMoneyToday financial estimates
Financial estimateRevenue estimate
Valuation estimate
MoneyToday leadership team
Management profileNumber of profiles
Profiles5 records
MoneyToday funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MoneyToday 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 MoneyToday
What does MoneyToday do?
MoneyToday publishes plain-English, primary-source-traced editorial guides and comparison content across six South African financial verticals (SASSA grants, loans, banking, coin valuations, public-sector salaries, and free calculators). The publication is free to access and monetises through display advertising and affiliate commissions when readers click through to financial product providers. It is explicitly not a financial services provider and does not offer regulated advice.
Is MoneyToday a public or private company?
MoneyToday is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was MoneyToday founded?
MoneyToday was founded in 2018. It employs 1 to 10 people.
Where is MoneyToday based?
MoneyToday is headquartered in Johannesburg, South Africa, in the Africa region.
How does MoneyToday make money?
Two revenue lines are on record. Display advertising is the primary driver. The others are affiliate commissions.
Who are MoneyToday's main competitors?
Others on record are MyBroadband and African Bank (consumer education content). Broad incumbents are Fin24, News24 Business / Money and BusinessDay (BDLive). Direct peers are JustMoney, Moneyweb, CompareGuru and Hippo.co.za. Daily Investor is listed as an emerging player.
Does MoneyToday have an API?
No public API is recorded for MoneyToday.
What industry is MoneyToday in?
MoneyToday's product category is Personal Finance Content. Its primary akta.pro industry code is FSAGADAA, Budgeting & Cash-Flow Management, with a secondary code of FSAGADAB, Expense Tracking & Financial Dashboards. Its SIC code is 2721.