We got tired of fluffy financial advice. So we started writing the content we wished existed.
500+ Articles
15k+ Readers
Since 2015
Here's the thing: most investment content is either trying to sell you something or written by people who've never actually managed their own money. We found that frustrating. Regular South Africans deserve better than recycled advice dressed up in fancy words.
So we built something different. Everything here comes from genuine research and real-world observation—not marketing departments. We've got nothing to sell you. Seriously. No courses, no seminars, no "premium memberships." Just information that might actually help.
No hidden sponsors or affiliate deals
Sources cited so you can verify
Written like we're talking to a friend
Honestly? Watching people make better money decisions
You don't need a finance degree to understand investing. We think good information should reach anyone willing to learn—regardless of background or bank balance.
We've seen friends lose money chasing hot tips or trusting slick salespeople. That still stings. If our content stops even one person from making a similar mistake, it's worth it.
No sugar-coating when markets are scary. No hype when things look good. Just honest assessments you can actually use to think through your own situation.
These aren't just words on a wall—they shape every article
Nobody pays us to say nice things. No fund managers, no brokers, no product sponsors. Our opinions are our own.
Making a claim? Better have the data to back it up. We cite sources because trust has to be earned.
Finance types love fancy words. We prefer ones that normal humans use. If your grandmother couldn't understand it, we rewrite it.
Global markets matter, but you live here. We focus on what affects Rand-based portfolios while keeping an eye abroad.
A decade of figuring this out together
It started as a personal blog—just one person jotting down research notes and sharing them with friends who kept asking for investment advice.
Hit 5,000 monthly readers. Turns out lots of people wanted straightforward investing content. Started taking it more seriously.
Brought on other researchers and writers who shared the same frustration with fluffy financial content. More perspectives, better coverage.
15,000+ monthly readers now. Got mentioned as one of SA's better independent finance resources. Pressure's on to keep quality up.
More tools, deeper analysis, same honest approach. We're not trying to become a media empire—just trying to be genuinely useful.
It takes longer than you'd think
Press releases are marketing. We go to primary sources—annual reports, SARB data, academic research. The boring stuff.
Found an interesting stat? Better confirm it from another source. Getting it wrong once destroys credibility.
If we can't explain it simply, we probably don't understand it well enough. Back to the research until it clicks.
Markets change. Sometimes we get things wrong. When that happens, we correct it openly rather than pretending otherwise.
"The more you question, the more you learn. We'd rather admit uncertainty than fake confidence."
Just regular folks who got really into investing
We're a mix of CFAs, self-taught market watchers, and former finance journalists. Some spent years at big institutions before getting frustrated with the sales culture. Others never worked in finance but invested their own money long enough to learn a few things worth sharing.
Uncertainty is honest; false confidence isn't
Market nerds who'd research anyway
So we triple-check before publishing
Bulls, bears, and skeptics on the team
Fair question. Here's our answer.
No affiliate links, no sponsored content, no "premium" upgrade pitch. We literally have no financial incentive to mislead you.
We show our work. Don't trust us? Click the links, read the original data. We'd rather you verify than just believe.
Markets are uncertain. Anyone claiming to know exactly what'll happen is lying. We share our best thinking, not guarantees.
No advertiser deadlines, no sponsor expectations. We publish when content is ready and useful, not when someone's paying us.
Got a question? Spotted an error? Have a topic you'd like us to cover? Reach out—we actually respond.
Hundreds of articles on everything from ETF selection to reading company financials. Jump in wherever interests you.
Browse ArticlesDive into our articles, play with the metrics tools, or just email us with whatever's on your mind. We're genuinely interested in hearing from you.
