South African traders are increasingly shifting from impulsive, bonus-driven behaviors toward strategic, long-term engagement with trading. While trading remains a relatively small portion of their income, their expectations from brokers have evolved markedly, focusing on trust, transparency, and operational reliability.

According to this article, recent data from Kantar’s Global Brand Health Tracking study (Q3 2024) reveals that modern South African traders place a high premium on seamless deposit and withdrawal processes—42 % of respondents marked it among the top three criteria when choosing a broker. Financial security is nearly as vital, noted by 40 % of those surveyed. Licensing and regulatory compliance are also regarded as baseline expectations, underscoring the growing emphasis on trust and stability.

The shifting landscape signals that traders are no longer swayed by flashy offers. Instead, they want brokers who deliver consistent, reliable service over time. This represents a significant change in how broker platforms must position themselves to retain discerning clientele.

Another revealing insight from the Kantar study shows how cautious yet determined South African traders are. Nearly half (49 %) invest no more than 5 % of their monthly income into trading, while 37 % feel comfortable allocating up to 25 %. Yet this careful approach doesn’t imply a lack of ambition—among seasoned traders, almost 90 % expect trading to grow into a sustainable long-term income stream. This indicates a deliberate and measured approach toward scaling trading activity responsibly.

Platform functionality now plays a critical role in broker selection. Fast execution topped the list, with 56 % of respondents deeming it essential. Meanwhile, high leverage options and consistently low spreads were valued by 52 % and 47 % respectively. Importantly, risk-control features, such as negative balance protection (35 %) and swap-free trading accounts (38 %), also garnered strong support. These findings suggest that savvy traders are prioritizing tools that safeguard their capital, especially as they plan for longer-term engagement.

Brand visibility also emerged as a strong indicator of trust. In the study, Exness led in brand awareness among South African traders, recognized by 75 % of those surveyed. Of those aware, 14 % were active clients, and nearly 10 % chose it as their primary broker. Recognition, therefore, isn’t just passive—it correlates with user engagement and loyalty.

This data underscores a broader shift: South African traders are migrating toward brokers who deliver smooth payments, stable conditions, and dependable execution. Providers meeting these expectations are poised to enjoy higher retention rates and lower customer churn. In turn, those lagging in reliability or risk-management support may struggle in an increasingly competitive market.

In summary, Kantar’s Q3 2024 findings reveal a decisive pivot among South African retail traders—from incentives and vast asset selections toward fundamental qualities like trust, execution, security, and risk protection. Brokers willing to meet these elevated standards—through transparent operations, resilient infrastructure, and risk-aware tools—will likely dominate the landscape. Those failing to adapt risk irrelevance as traders increasingly seek platforms capable of supporting their sustained trading ambitions.