Financial Mail - Investors Monthly - - Cover Story -

THIS FIRM’S UNIQUE SELL­ING POINT is that it of­fers a much more af­ford­able of­fer­ing than most com­peti­tors — it aims to cre­ate an ex­cep­tional trad­ing ex­pe­ri­ence at a very low cost.

The of­fer­ing firmly fits into the dis­count bro­ker cat­e­gory when one con­sid­ers the com­mis­sions charged — it has the low­est CFD com­mis­sions in SA at 10 ba­sis points. Its EasyEquiti­es of­fer­ing is also the low­est-cost en­try-level ac­count in the market, and it is break­ing new ground in at­tract­ing first-time in­vestors.

It is not a reg­is­tered stock­bro­ker, but rather a fi­nan­cial ser­vices provider and there­fore might not suit clients need­ing share-based ser­vices, such as be­ing able to vote on com­pany res­o­lu­tions.

Re­cently the firm has in­tro­duced bun­dles, a selec­tion of man­aged port­fo­lios that con­tain shares and ETFs which are avail­able in nor­mal eq­ui­ties ac­counts as well as tax-free sav­ings ac­counts.

Bun­dles al­low users to se­lect in­vest­ment port­fo­lios com­piled by as­set man­agers and ad­vi­sors eas­ily.

It has made an ef­fort to at­tract young savers and 57% of clients in­di­cate that they fall within this cat­e­gory. The EasyEquiti­es plat­form of­fers var­i­ous re­sources de­signed to help make op­tions clear and eas­ily un­der­stand­able for novice in­vestors. Also, 59% say they have tax-free sav­ings ac­counts and 42% state that they are ex­tremely sat­is­fied with these ac­counts.

The firm is ac­cru­ing new clients at a phe­nom­e­nal rate — 90% have been with it for less than three years.

Two thirds say their bro­ker’s ser­vice has im­proved over the past year, which is a great achieve­ment in it­self.

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