EasyEquities: South Africa's Second-Largest Retail Shareholder Base After Sasol

Discover how EasyEquities is building a community of engaged retail investors, becoming the second-largest shareholder base on the JSE, as reported by Giulietta Talevi. Learn what this means for your investment journey


Purple Group: How It’s Helping Retail Investors Own the Market
When it comes to retail investors on the JSE, Purple Group stands out as the second-largest retail shareholder base, trailing only behind Sasol. This success is largely due to the engaged community it has built. Purple Group has over 150,000 shareholders who don’t just own shares—they actively use the platform to invest and grow their wealth.

In an article by Giulietta Talevi for Currency titled “How Pick n Pay Shortchanged Retail Investors with Boxer’s IPO,” Purple Group CEO Charles Savage shared some interesting insights into why retail investors are so important. He explains that these shareholders are often the most loyal and engaged customers, actively using the platform and participating in discussions, both in times of excitement and in moments of defense.

The Power of Shareholders as Customers
According to Savage, shareholders make great customers — not just because they own a stake in the company, but because they also tend to be more involved. He notes that while retail investors may own less than 10% of Purple Group’s shares by value, they are more vocal and engaged compared to larger investors. They use the platform frequently and promote it within their networks, almost becoming like an "army of marketers."

Savage’s point is simple: while it’s easier to raise large sums of money from institutional investors, retail investors bring something else to the table — loyalty and engagement. And for a company like Purple Group, that’s invaluable. The rise of retail investors means companies can no longer ignore their potential.

Why This Matters for You
EasyEquities is reshaping the way South Africans think about investing. Whether you’re a seasoned investor or just getting started with a small amount, our platform is making it possible for everyone to participate in these opportunities.

EasyEquities is proving that retail investors are more than just a source of capital—they’re a driving force behind brand loyalty and market engagement. And as we grow, we are ensuring that anyone, regardless of how much they have to invest, can own a piece of the market.

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