Workplace benefits are starting to feel a lot more real. Rather than something distant or hard to follow, they’re becoming more hands-on, giving people the chance to engage with their money, their investments and their future in a meaningful way.
Financial services company Finovate has bought into this philosophy by partnering with EasyEquities to introduce retirement annuities and tax-free savings accounts for its 47 employees, using the EasyEquities platform as the investment backbone.
“The initiative reflects a deliberate move towards giving individuals direct ownership of their long-term financial outcomes,” says Easy’s Higgo van Biljon, who oversees retirement products on the platform.
For Finovate, the thinking behind the decision is rooted in culture as much as in financial planning. Finovate CEO Francois O’Kennedy explains that the company sees financial wellbeing as a key enabler of both personal confidence and professional performance.
“We wanted to move beyond a traditional, centralised retirement solution and give our team practical tools to engage with their financial futures,” he says. “By investing in their own names, with full transparency and flexibility, employees can build understanding over time and develop the habits that support long-term growth.”
Francois adds that the partnership is intended to spark everyday conversations about money, responsibility and opportunity.
“This is about creating a culture where financial literacy and accountability become part of how we work and support one another. It is a starting point for a much bigger journey.”
The structure itself is simple and empowering. Monthly employer contributions are paid into each participating employee’s EasyEquities retirement annuity or tax-free savings account. From there, individuals can allocate funds across a range of Regulation 28-compliant investment options, including ETFs and unit trusts, allowing them to tailor their portfolios to their own risk appetite and life goals.
For EasyEquities, the collaboration reflects broader shifts taking place across the investment and advice landscape. Higgo says demographic trends and technological advances are fundamentally changing expectations around financial services.
“We are living through a structural shift driven by demographics, technology and behaviour,” he says. “Today’s investors want digital access, fee transparency and the ability to make informed decisions themselves. Employers who recognise this are finding new ways to support their teams.”
He notes that access to information is no longer the main challenge. Interpretation and engagement are where real value lies.
“The winning model is human insight combined with digital capability. When people can see their investments, understand their progress and make conscious choices, retirement planning becomes far more meaningful.”
Higgo adds that businesses are increasingly looking for alternatives to rigid, one-size-fits-all benefit structures.
“This approach gives employees ownership and encourages the habit of regular investing. It also allows companies to offer structured support without adding layers of complexity or hidden costs.”
Beyond the mechanics, the partnership tells a wider story about evolving workplace expectations. Employees want flexibility, visibility and a sense that their employer is investing in their future in tangible ways. Employers, in turn, are discovering that modern benefit models can strengthen engagement and align more closely with the realities of a digital economy.
For Finovate, the collaboration with EasyEquities represents a practical step towards embedding financial empowerment into the fabric of the organisation. For EasyEquities, it is another expression of its mission to make investing accessible and inclusive. And for Finovate’s employees, it marks the start of a more hands-on relationship with their own financial journeys.
“Every conversation I’ve had with the Finovate team comes back to stewardship,” concludes Higgo. “That’s what makes this partnership work so well, because enabling that kind of ownership is exactly what we’re about at EasyEquities.”
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