In a country where economic uncertainty is often part of daily life, something remarkable is happening—South Africans are becoming savvier with their money. New YouGov data gives us a peek into the national mindset, and the results are clear: budgeting, saving, and investing are no longer reserved for the wealthy or financially elite. They’re part of everyday conversation.

This blog breaks down what South Africans really think about personal finance, drawing from the latest consumer research. If you’re a financial services provider, fintech, or just someone trying to make better financial choices, this is your guide to understanding where the nation’s head is at—and where we’re going next.

South Africans Are Planning to Save More

One of the strongest signals emerging from the data? 82% of South Africans say they’re planning to save more money in the coming year,  representing an estimated 20.7 million individuals nationwide. At face value, this reflects a clear shift in mindset toward financial caution and long-term security, likely influenced by inflation, income volatility, and a growing awareness of financial literacy.

But this is where intention meets constraint. While the desire to save is high, the economic reality for many South Africans may make follow-through difficult. Rising living costs, debt obligations, and limited disposable income all challenge consumers’ ability to act on that intention.

This tension,  between aspiration and affordability,  is important for businesses and financial institutions to understand. It’s not enough to know that consumers want to save; the insight lies in understanding what prevents them from doing so, and how that gap shapes financial behaviour, attitudes, and priorities.

For insight-driven organisations, the opportunity is to go beyond surface-level data and explore the emotional and structural barriers behind stated intentions,  because that’s where real behavioural shifts begin.

What this means for brands: Financial institutions should double down on tools that help customers track savings goals, automate deposits, or earn rewards for saving. It’s not just about storing money anymore—it’s about making saving smarter, easier, and more meaningful.

Investment Interest Is High—But Is Action Following?

Close behind saving is the desire to grow wealth. About 78% of respondents say they actively look for profitable ways to invest money.

This level of interest shows a population that’s ready to level up from passive saving to active wealth creation. But here’s the catch: many South Africans still feel uncertain or uninformed when it comes to actual investment decisions.

There’s an education gap between wanting to invest and knowing how.

Opportunity: Banks, fintechs, and advisors can step in with beginner-friendly investment products, how-to content, and trust-building strategies. Think: easy-to-use apps, simple risk explanations, and real-life case studies that speak to everyday earners—not just high-net-worth individuals.

Financial Caution Is the New Confidence

Another standout finding is that 75% of South Africans say they’re more careful with their finances than they used to be. Whether it’s from personal experience, pandemic-era budgeting, or broader economic shifts, the mindset has changed.

This caution isn’t rooted in fear—it’s rooted in awareness and control. In fact, the data also shows that 74% feel confident and excited about their financial future.

There’s a growing sense of empowerment, not just restraint. South Africans want to feel in charge of their money—not restricted by it.

Strategic implication: Brands should align messaging with this emotional shift. Instead of fear-based tactics (“Are you ready for a crisis?”), focus on confidence-boosting ones like “You’ve got this” or “Grow your wealth your way.”

Old-School Savings Still Dominate

In a world of crypto wallets and robo-advisors, it’s almost refreshing to see that 74% of South Africans still trust traditional savings accounts.

That doesn’t mean they aren’t ready to explore—but it does suggest that reliability, safety, and simplicity still matter. Especially in uncertain times, having a secure place to park money remains a top priority.

Actionable tip for providers: Use the familiarity of savings accounts as a gateway to more advanced products like high-interest accounts, linked budgeting tools, or even stokvel-based digital models.

A Nation Preparing

Zooming out, this data paints a picture of a country in planning mode, not panic mode.

This is a significant distinction. Financial anxiety is real, but most people aren’t acting out of desperation—they’re making smart, proactive decisions. That’s a shift worth paying attention to.

The trend is less about survival and more about strategy:

  • Planning for long-term stability.

  • Exploring growth opportunities.

  • Avoiding debt traps through better awareness.

The financial behaviours we’re seeing are rooted in hope, not fear, and that’s powerful.

The Real Takeaway: South Africans Are Ready for a Smarter Financial Future

If there’s one big lesson from all this data, it’s this: South Africans are not financially passive. They’re watching, learning, adapting, and striving.

For companies in the financial space, that’s both a challenge and an invitation.

Here’s what consumers want:

  • Tools to help them take control of their finances.

  • Tools that support debt management and budgeting.

  • Simplified investment opportunities that don’t require financial fluency.

  • Supportive financial education, delivered in plain language.

  • Digital convenience with real human insight behind it.

In short: they want to be empowered, not overwhelmed.

Final Thoughts: Saving Smarter Is a Lifestyle, Not a Moment

This shift isn’t seasonal—it’s structural. The desire to save more, spend wisely, and invest smarter is part of a new, data-backed financial culture in South Africa.

And while economic challenges remain, one thing is clear: South Africans are stepping up, taking control, and building confidence in their financial decisions.

So whether you’re budgeting for groceries, saving for your child’s education, or finally diving into Exchange Trade Funds, know this: you’re not alone. You’re part of a wave of smarter, more intentional financial thinking across the nation.

Methodology

YouGov Profiles is a segmentation and media planning tool. With data collected daily, it provides a comprehensive view of consumers’ worlds.

Dataset: 2025-05-25

Population: South African adults with access to the internet, aged 18+

Sample size: n ~ 1686