South African tech entrepreneur Sibongile Maputla is disrupting how children receive gifts with an innovative investment concept.
Squirrel Away is a fintech solution created by a South African startup of the same name. Launched in May 2025 by Sibongile Maputla, the app lets users give long-term financial gifts in the form of investments rather than short-lived material goods.
Available on iOS and Android, the app has been downloaded over a hundred times, according to Play Store figures. It targets families who want to build capital for their children's futures, such as for education or a first home. Each child has a personalized profile where family members can contribute by investing small amounts into portfolios chosen for their financial goals.
Squirrel Away aims to make investing accessible from an early age in a country where financial literacy is uneven. By focusing on young households and extended families, the app promotes intergenerational planning and financial education.
"Squirrel Away allows families and friends to turn every celebration into a meaningful step towards building generational wealth," said Sibongile Maputla. "Whether it’s a child’s birthday, a graduation, or simply a thoughtful gesture, every contribution to the app grows alongside the child, offering both immediate joy and long-term impact."
She added, "Traditional investment platforms often intimidate people with jargon, high barriers to entry, or complex processes. I wanted to create a solution that simplifies financial planning and integrates it into a culturally relevant, everyday act—gifting."
In an uncertain economic environment with significant inequality, the solution stands out for its inclusive and educational approach. It also allows children to track their portfolio's growth, helping them understand the basics of saving and investing. Over the long term, Squirrel Away plans to expand to other African markets, hoping to transform how families think about gifts by favoring lasting impact over instant gratification.
Adoni Conrad Quenum
