The South African trading landscape is undergoing a clear transformation. Retail traders are no longer simply attracted by flashy bonuses or a wide range of tradable assets. Instead, they are now placing far greater emphasis on security, reliability, and efficiency when choosing a broker. Findings from Kantar’s Global Brand Health Tracking study highlight how rapidly these priorities are evolving and what that means for the country’s trading market.
According to an article on Joburg.co.za, trust and transparency have become non-negotiable values for traders in South Africa. This shift is visible in their top demands: smooth deposit and withdrawal processes, regulatory compliance, and guaranteed access to funds. In fact, 42% of survey respondents ranked seamless deposits and withdrawals among their top three broker requirements, while 40% emphasized financial security. These factors now outweigh older selling points such as aggressive leverage, promotional bonuses, or the sheer breadth of instruments.
Balancing caution with long-term goals
While South African traders are increasingly confident about trading as a career path, they remain conservative in how much of their income they risk. Nearly half of respondents invest no more than 5% of their monthly earnings, while 37% are willing to go as high as 25%. Interestingly, this caution does not equate to lack of ambition. On the contrary, close to 90% of seasoned traders believe their trading activity will evolve into a consistent, long-term source of income. This demonstrates a more strategic mindset, in which traders aim to build sustainable practices before scaling their exposure.
Platform features that define success
When ranking platform characteristics, South African traders overwhelmingly pointed to speed of execution, with 56% naming it their top priority. Competitive spreads and high leverage still matter—selected by 47% and 52% of participants respectively—but demand for risk-management tools is also rising. Roughly 35% valued negative balance protection, while 38% considered swap-free accounts important. This mix suggests that traders expect not only fast and cost-efficient performance but also safeguards that protect them from unnecessary risks. Brokers offering such tools will be best positioned to retain loyalty in a maturing market.
The role of brand awareness
Brand visibility also provides clues about what South African traders value. Exness, for example, achieved the highest recognition rate in the study, with 75% of respondents aware of the brand. Among them, 14% were active clients, and nearly 10% chose Exness as their primary broker. While recognition alone is not enough to guarantee loyalty, it does signal credibility and stability. In a market where reliability is paramount, strong brand perception often correlates with traders’ trust and their willingness to commit long-term.
Brokers must adapt or lose ground
The findings highlight that South African traders are no longer satisfied with brokers that merely deliver access to the markets. Instead, they demand transparency, resilience, and friction-free processes as the foundation of their trading journey. For brokers, this means evolving beyond traditional offerings. Those who can provide consistent reliability, efficient execution, and strong risk-management solutions will gain a competitive edge. Those who fail to adapt, however, risk being quickly abandoned in a market where trader expectations are only getting higher.
International Journal of Research (IJR) 