“Build Toward a Child’s Future”: Woman Launches South Africa’s 1st Gifting and Investment App
- In May 2025, businesswoman Sibongile Maputla launched an app designed for people to secure generational wealth for kids through sustainable and meaningful investments
- Sibongile shared with Briefly News that the app's name originated from a popular phrase and was also suggested by a friend's daughter
- The founder also listed the challenges she faced, saying they helped her grow and shaped her journey
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After thinking about how to help children financially in the long term, a local woman came up with a creative solution. She developed a gifting and investment app and became the first person in South Africa to do so. Sibongile Maputla, a seasoned figure in financial services, spoke to Briefly News about her creation and the challenges she faced.
Squirrel Away, which launched in May 2025, is an app that "empowers families and friends to secure brighter tomorrows through thoughtful financial gifting". This is done via easy, low-cost contributions and exchange-traded funds (ETFs).
After years of watching black families remain shut out of financial systems that failed to promise growth, Sibongile sought to build an intuitive, social, and accessible solution. According to the app's website, it is designed to allow people to easily secure generational wealth for children through sustainable and meaningful investments.
The founder and CEO does not aim to replace formal financial institutions but rather wants to make long-term investing feel as normal as buying a toy.
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Born in the Eastern Cape and spending her early childhood in eMdantsane, Sibongile told the publication that the app's name is rooted in the phrase "squirrelling away," which means saving little by little, just like squirrels do with acorns.
"It perfectly captures the heart of our platform: consistent, intentional saving that grows over time."
She noted that the name was also proposed by a friend's daughter during a casual conversation.
"As soon as I heard it, it clicked. It was simple, memorable, and aligned beautifully with our mission: to help families tuck away meaningful financial gifts that build toward a child's future. It's a name people connect with and remember."
Source: UGC
Squirrel Away conquers challenges
Sibongile shared that, like many start-ups, access to capital was a major hurdle. She told Briefly News:
"Fintech, especially in the investment and compliance space, requires significant upfront investment, not only in technology but also in meeting regulatory requirements."
The former Benguela Global Fund Managers executive, who completed a BCom in Statistics at the University of Pretoria, followed by an MBA at Wits Business School, stated that another key challenge was navigating software development.
She revealed to the publication:
"Coming from a financial services background rather than the tech industry, I had to quickly get up to speed with managing developers and building secure infrastructure to ensure the user experience matched our vision. It was a steep learning curve.
"That said, my background gave me a strong foundation in understanding the regulatory environment, investor expectations, and the long-term value of building a credible, trust-based platform. Every challenge pushed me to grow, and that's a core part of the start-up journey."
Regarding what she hopes to leave behind, Sibongile stated that she wants children in the country to grow up knowing they have a stake in the future, that wealth is for everybody, and that compound interest is not an abstract or complex concept. Instead, it is something that belongs to them.
"We don't need billion-rand exits to feel like we've succeeded. If one child opens an investment statement at 18 and sees that their village believed in them, that's the legacy."
How does Squirrel Away work?
Available for free on Google Play Store and Apple Store, Squirrel Away users can start gifting as little as R10 after creating an account. Once proof of address and proof of bank account (both not older than three months) are submitted for verification, users can get ready to start transacting.
After following the first two steps above, users can enter their full details, including a short biography and profile picture, to personalise their account. Next, add their dependents, complete the required fields, and deposit funds into your Squirrel Away wallet.
To send money for the little one, select their name (on the Home page), tap Send Money, and enter their required details. If you want others to contribute, tap Share Payment Link and send it to people who can choose to gift you directly.
If you want family and friends to send gifts directly to your dependent, select their name on the Home screen and tap Share Payment Link.
One user, who gifted her two-year-old R4,800 from a group of family and friends, shared:
"He won't understand it now, but when he's older, we'll show him. This is what we started for you."
3 Other stories about firsts for Mzansi women
- In another article, Briefly News reported that rapper and media personality Anele Zondo was the first South African to be approved for a window campaign with an international luxury fashion brand.
- A woman broke generational curses and became the first to graduate in her family. South Africans across the internet applauded the woman's wonderful achievement.
- Last year, a woman shared that she bought her first luxury vehicle at 22. Social media users were happy for the woman for achieving such a huge milestone.
Source: Briefly News
