This new cohort isn’t wearing suits or obsessing over Bloomberg terminals. Instead, they’re curating ETF-heavy portfolios on their smartphones, often influenced by TikTok creators, YouTube finance channels, and personal finance podcasts that break down investing in relatable, no-jargon terms.

From crypto burnout to local blue chips
Many of these young investors dabbled in crypto first. For years, Bitcoin and altcoins were the gateway drug into financial markets for South African Gen Z. But after a brutal bear market and the collapse of several high-profile exchanges, trust in crypto has eroded. What’s replaced it? A growing interest in regulated markets like the JSE. They’re not abandoning risk altogether, but they’re being smarter about it. Diversified ETFs, dividend-paying stocks, and even ESG-themed funds are gaining traction. They want returns, but they also want safety and transparency.

ETFs are the new investment starter pack
Exchange-Traded Funds (ETFs) have become the entry point for many first-time investors. EasyEquities and SatrixNOW report significant upticks in accounts opened by users under 30, with most opting to buy local ETFs tracking the Top 40 or the S&P 500. It’s not just because ETFs are cheaper or simpler. It’s also the way they’re packaged. We’re seeing ETFs marketed like Spotify playlists. You want tech exposure? There’s an ETF for that. You want low risk and stability? There’s one for that too. People love the pick-and-mix flexibility.

FinTok and the rise of DIY wealth building
TikTok, Instagram Reels, and YouTube Shorts are shaping how financial advice spreads, and it’s rarely coming from institutional sources. Instead, it's creators in their 20s breaking down topics like compound interest, tax-free savings accounts (TFSAs), and passive income with humour, memes, and sharp editing. While financial educators warn about the risks of misinformation, others argue that this accessibility is critical. It’s getting young people to care about the JSE again. Ten years ago, it felt like an old boys’ club. Now, it’s part of the daily scroll.

Beyond FOMO to building financial futures
This generation isn’t investing because of FOMO anymore, they’re investing because of values. Many cite generational financial pressure, a tough job market, and inflation as reasons for seeking long-term financial independence. There’s also a growing trend of investing with intention, choosing companies or funds that align with climate goals, social justice, or tech innovation.

Apps like Franc, Revix, and the ever-popular EasyEquities are lowering barriers to entry, letting users start with as little as R10. This micro-investing model is particularly appealing to younger earners with modest incomes but big ambitions.