The retail trading market in South Africa is undergoing a shift, with traders showing a greater awareness of risk, long-term planning, and the qualities they demand in a broker. Rather than being swayed by short-lived promotions, investors are now looking for safety, transparency, and reliable execution as the basis of their decisions. This reflects broader global trends but also highlights the unique priorities shaping the South African trading landscape.
As noted in this article on Joburg.co.za, research conducted by Kantar found that one of the strongest requirements among local traders is smooth financial handling—particularly deposits and withdrawals. In fact, 42% of respondents chose a seamless transaction process as one of their top three considerations when selecting a broker. Financial security came close behind, with 40% pointing to it as critical. These insights confirm that trust, compliance, and operational integrity now outweigh traditional broker incentives such as welcome packages or wide asset lists.
Small-scale investment, long-term vision
The study further revealed that while South African traders are careful with their capital, they remain deeply committed to trading as a serious pursuit. Almost half said they dedicate no more than 5% of their monthly income to trading, and 37% were willing to invest up to 25%. This cautious stance does not indicate hesitation—nearly 90% of experienced traders expect their activity to become a reliable, long-term income stream. The figures point to a disciplined approach where strategy takes precedence over impulsive risk-taking.
What traders expect from platforms
When asked to rank features that matter most in trading platforms, respondents put fast execution at the top, with 56% selecting it as a priority. Low spreads (47%) and access to leverage (52%) also remain important factors. Yet there is an equally strong demand for safety features: 38% valued swap-free accounts, while 35% considered negative balance protection essential. Together, these findings illustrate how traders are no longer satisfied with speed and pricing alone—they want systems that protect their funds and allow for controlled, sustainable growth.
The connection between brands and reliability
Another dimension of the study was brand awareness, which highlighted how recognition aligns with perceptions of dependability. Exness ranked highest, with 75% of traders aware of the brand, 14% actively using it, and nearly 10% naming it as their main broker. These numbers underline that visibility in the marketplace is linked to credibility. A broker’s reputation is not only about marketing reach but also about consistently delivering stability and trust over time.
The future for brokers in South Africa
The conclusion from Kantar’s research is straightforward: South African traders are raising the bar. They are increasingly unwilling to compromise on transparency, execution, or fund accessibility. Any broker unable to meet these standards risks losing ground in a market where clients can switch easily. Conversely, those who provide robust risk management, reliable conditions, and frictionless financial operations stand to win long-term loyalty and greater market share.
Looking ahead, this evolution suggests that the South African trading industry is entering a new phase of maturity. Traders are likely to become even more selective, relying on data, regulatory strength, and brand consistency when making their choices. Brokers that fail to adapt may find themselves marginalized as clients gravitate toward platforms that align with their expectations of professionalism and long-term support. On the other hand, those firms that invest in innovation—whether by improving execution speed, integrating advanced risk-control features, or ensuring transparent client communication—will not only retain existing traders but also attract new ones. The coming years are set to be a decisive period in which the gap between trusted, client-focused brokers and those relying on outdated strategies will grow wider than ever before.
