Squirrel Away: the South African fintech app turning gifting into investment

In a bold leap for South African fintech innovation, a new app is reimagining the way we give and invest.

Squirrel Away, a first-of-its-kind platform in the local market, offers a simple yet powerful alternative to traditional gifting: instead of toys or gift cards, friends and family can now contribute directly to a child’s financial future.

Launched in May 2025, Squirrel Away has quickly gained traction on both the Google Play Store and Apple App Store, drawing in hundreds of users within its first few weeks.

At its core, the app enables anyone to gift investments, without any minimum deposit requirement, through a user-friendly interface.

More than just a convenient tool, it’s a platform with a powerful purpose: fostering long-term wealth and financial literacy, starting from childhood.

A Vision Born from Experience

At the helm of this innovative venture is Sibongile Maputla, a seasoned financial expert with more than 24 years of global experience across South Africa, the UK, and the USA.

A former executive at Benguela Global Fund Managers, she was part of the leadership team that helped the asset manager scale from inception to managing over R7 billion in assets within just five years.

Maputla’s credentials are as impressive as her vision.

 Holding a BCom in Statistics, an MBA, and further certifications in financial regulation, she has long been driven by a blend of analytical insight and social purpose.

Through Squirrel Away, she’s now channeling both to tackle a new frontier: accessible wealth creation for everyday South Africans.

“For years, I’ve watched families pour money into short-lived gifts,” Maputla said.

“I wanted to create something that had the power to outlive the moment, something that grows with the child and builds a solid financial foundation.”

Transforming the Culture of Gifting

What sets Squirrel Away apart is its simplicity and inclusivity. Users can easily set up profiles for children and invite others, parents, godparents, aunts, uncles, and friends to contribute investment gifts that grow over time.

There are no minimum deposits, no complex paperwork, and no financial jargon to navigate.

The app’s underlying mission is twofold: democratise investing and instill financial literacy from a young age.

By linking each financial gift to an investment account, it gives children a head start in understanding how money can grow over time.

More importantly, it invites communities to participate in building generational wealth, a concept too often out of reach for many South African families.

Bridging the Wealth Gap

In a country with persistent wealth inequality and low rates of savings and investment, Squirrel Away presents a powerful solution.

It’s more than a fintech product, it’s a platform for economic transformation.

“There’s a huge opportunity to change how we think about money and how we teach our children about financial responsibility,” Maputla added.

“Through something as simple as a birthday or holiday gift, we can help shape a child’s future and empower entire families.”

As a registered Financial Services Provider (FSP no. 54219), Squirrel Away offers regulatory compliance and peace of mind, along with a compelling user experience that speaks to South Africa’s rising digitally-savvy consumer base.

With its focus on community-based investing and long-term impact, Squirrel Away has the potential to become a household name in financial planning and education, while also challenging conventional notions of consumerism and instant gratification.

What’s Next?

As user numbers grow, the Squirrel Away team is already planning enhancements.

Future developments may include educational content, milestone tracking, and broader integration with financial institutions.

The goal, according to Maputla, is to create an ecosystem where wealth-building becomes second nature, not a luxury.

Squirrel Away isn’t just an app; it’s a movement to reshape the financial future of South African children, one investment gift at a time.

BUSINESS REPORT