A great investment journey often starts with something familiar. Soon, millions of Absa clients will have a new way to explore investing through the banking app they already know and trust.
For many South Africans, a banking app is something they open almost every day. It's where salaries arrive, bills get paid, and financial goals slowly take shape.
Soon, for millions of Absa clients, it could also become where an investing journey begins.
EasyEquities and Absa have announced a new partnership that will bring the EasyEquities investment experience directly into the Absa app, helping make investing more accessible to even more South Africans. As Charles Savage, CEO of Purple Group and EasyEquities, puts it, "Our mission is to make access to markets available to more people, because markets remain one of the most effective ways to grow and protect wealth over time. This partnership gives Absa clients a simple way to start investing directly through a platform they already trust and use."
One of the biggest barriers to investing has never been curiosity. It's the feeling that investing is complicated, intimidating, or meant for someone else.
At EasyEquities, we've always believed something different.
We believe that everyone deserves the opportunity to participate in the markets, no matter where they're starting from. Every step that makes investing easier to access is another step towards making that belief a reality.
This partnership with Absa is part of that journey.
This collaboration feels like a natural fit because many people are already part of both communities.
Today, around 125,000 EasyEquities clients are connected to Absa through their banking details, while approximately 30,000 Absa shareholders and nearly 20,000 investors in Absa investment products already invest through EasyEquities.
For Absa, the partnership builds on a relationship that already exists between the two communities. As Sitoyo Lopokoiyit, Chief Executive of Personal and Private Banking Pan-Africa at Absa Group, explains, "This partnership builds on a natural connection between Absa and EasyEquities. Many Absa clients already invest through EasyEquities, while many EasyEquities users are connected to Absa as shareholders, clients or investors in our products. By bringing the experience into the Absa app, we can make investing simpler and more accessible for more of our clients."
The EasyEquities investment experience is expected to launch in the Absa app from September 2026, with more details to be shared closer to launch.
Every person who starts investing has a story.
For some, it begins with a conversation. For others, it begins with curiosity. And sometimes, it begins with finding the opportunity in a place that's already part of everyday life.
We're excited to welcome more South Africans on that journey, because investing has always been about more than buying shares. It's about helping more people imagine a future where growing their wealth feels possible, achievable, and within reach.
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