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What do the heart icons mean on the site?

Our vision here at EasyEquities is to democratise share ownership in South Africa, by providing young and old with an affordable and seamless opportunity to invest in the brands they love.

In order for us to achieve this goal we need the buy-in from corporate South Africa, specifically from companies listed on the JSE. 

Currently we are subsidising all costs associated with investing on the EasyEquities platform. This removes some of the traditional barriers for people who have limited capital by making the cost of investing easy-on-the-wallet. 

This is something we will continue to do into the future. However, we are also looking for bold partners who share our vision, to contribute to the subsidisation of these costs. This will enable us to allocate even more funds to other parts of the platform that will further enhance your investment experience with us.

You may have noticed a little red “heart” icon in the top right-hand corner of certain companies on our “Browse Companies” page (visible in the image below) and wondered what this is all about. The heart icons indicate which partner companies are showing the “love” by subsidising the transactional cost associated with buying their shares. 

By doing so, those partner companies are committing to our vision of making share ownership available to all South Africans as well as acknowledging the importance and benefits of a loyal shareholder base.

The “loyalty effect” of share ownership creates profound added value for companies. People care more about things they own than things they don’t. Companies have long used share ownership to align employees, and now they can use share ownership to align not just employees, but also other important stakeholders. This is the natural progression of ownership as a unique and powerful loyalty and brand engagement currency and EasyEquities is an innovative and affordable way for companies to create more valuable shareholders

We applaud Accentuate as the first listed company to partner with EasyEquities in this way.

We hope to bring more likeminded listed companies on board to assist current and potential shareholders to buy their shares at the lowest cost possible, and we challenge you to engage with us and to be part of a movement that encourages saving and investment in the broader market economy.

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