Top 10 Companies to Invest in Easy Equities
If you are based in South Africa and looking to grow your wealth through investing, Easy Equities is one of the most accessible platforms available. Easy Equities is an online investing company that introduced the investing market for easy use, and the company has various products tailored to meet the needs of each and every trader.1 Whether you have R50 or R50,000, you can start building a portfolio from your phone or laptop today.
The challenge most beginners face is not the platform itself. It is deciding which companies to invest in. There are thousands of shares listed locally and internationally, and choosing the right ones without guidance can feel overwhelming. This guide cuts through that noise and presents ten of the most compelling companies and investment options available on Easy Equities in 2026, alongside practical guidance on how to choose investments that suit your goals.
For a full breakdown of how the platform works, including fees, account types, and regulation, read our complete Easy Equities Review. If you are ready to start placing trades, our step-by-step guide on how to buy shares on Easy Equities walks you through the entire process from account registration to placing your first order.
How to Choose the Right Companies to Invest In
Before jumping into specific picks, it is important to understand what makes a company worth investing in. The shares to trade depend on several factors, including the investor’s objectives, the investor’s appetite for risk, and their view of the market, both short and long-term.
Here are the key principles every beginner should understand before selecting companies:
Strong Financials: Look at whether the company is profitable, whether it is growing its revenue year on year, and whether it carries manageable debt. A company with a track record of consistent earnings is generally more reliable than one that has never turned a profit.
Brand Recognition and Market Position: Companies with strong, well-known brands tend to be more resilient during economic downturns. When consumers keep buying a company’s products regardless of the economic environment, that company is likely to maintain its value better over time.
Long-Term Growth Potential: The best investments are not necessarily the most exciting ones today. They are the ones that will still be growing five, ten, or twenty years from now. Look for companies operating in industries with structural tailwinds, such as technology, financial services, healthcare, and consumer staples.
Diversification: A diversified investment may also involve investment classes, for instance, equities, exchange-traded funds, and commodities. Spreading your money across different companies and sectors reduces the impact of any single investment performing poorly.
Risk Level: Different companies carry different levels of risk. Established blue-chip companies tend to be more stable but may grow more slowly. Smaller or newer companies can offer higher growth potential but come with greater volatility.
Top 10 Companies to Invest in on Easy Equities
The following list balances South African and international companies to help you build a diversified portfolio from day one. Each pick includes a summary of what the company does, why it is worth considering, and its risk profile.
1. Naspers (NPN)
What it does: Naspers operates as a consumer internet company in Africa, Asia, Europe, and internationally. The company operates internet platforms, such as classifieds, an online classifieds platform, payments and fintech, a mobile and online payment platform, food delivery, an online food ordering and delivery platform, edtech, an online educational technology platform, and e-tail and other e-commerce platforms.
Why it is a strong pick: Naspers is Prosus’s locally listed parent company, while Prosus is the listed Dutch subsidiary that houses almost all of the group’s global internet and e-commerce assets and investments, excluding the South African ones. The JSE-listed tech company holds a more than 55% stake in Prosus, its international arm, which in turn owns a 24% shareholding in Chinese tech giant Tencent. This gives South African investors significant exposure to global technology growth through a single JSE-listed share.
In South Africa, Naspers is one of the foremost investors in the technology sector and is committed to building its internet and e-commerce companies. These include Takealot, Mr D Food, Autotrader, Property24 and PayU, in addition to Media24, South Africa’s leading print and digital media business.
2026 update: JSE-listed Naspers and its international arm Prosus are set to deliver more than $7.3 billion in revenue for 2026. Additionally, the company still trades at a meaningful discount to NAV, as holding companies tend to do. Tencent remains the anchor asset, but there are multiple strong digital businesses outside Tencent that have the potential to unlock some value. A new CEO is entrepreneurial and focused on operational efficiency, while a recent pullback has made it more attractively priced and it provides broad global tech exposure without having to pick individual stocks.
Risk level: Medium to High. The share price is heavily influenced by Tencent’s performance and broader emerging market sentiment.
2. Capitec Bank (CPI)
What it does: Capitec Bank is one of South Africa’s largest retail banks, focused on providing affordable, simple banking services to millions of South Africans. It has grown from a microfinance lender into a full-service digital banking powerhouse.
Why it is a strong pick: Capitec has been one of the top-performing JSE shares over the past decade. High-quality South African companies like Capitec are included in top actively managed ETF portfolios on Easy Equities, which speaks to the confidence professional fund managers place in the company. Its strong digital banking platform, growing client base, and consistent earnings growth make it a compelling long-term pick.
Capitec’s integration with Easy Equities as the preferred banking partner for the platform further underlines the company’s growing dominance in the South African financial services space.
Risk level: Medium. Capitec is sensitive to South African economic conditions and consumer credit trends, but its strong management team and digital focus provide resilience.
3. Shoprite Holdings (SHP)
What it does: Shoprite is Africa’s largest food retailer, operating supermarkets, hypermarkets, and furniture stores across South Africa and the rest of the continent under brands including Shoprite, Checkers, Usave, and Checkers Food Services.
Why it is a strong pick: Shoprite is a consumer staples company, meaning people continue buying groceries regardless of what the broader economy is doing. This makes it a defensive investment that holds its value relatively well during economic downturns.
The Easy Equities platform enables users to invest in securities which includes whole shares and fractional share rights. Easy Equities acts as an agent for the issue of whole shares, where the investor is the registered owner of those shares, entitled to dividends, participation in corporate actions and all the economic benefits and risks associated with share ownership. This means owning Shoprite shares on Easy Equities entitles you to regular dividend payments, making it attractive for income-focused investors as well.
Risk level: Low to Medium. Consumer staples companies are generally considered lower risk, though Shoprite’s continental expansion exposes it to currency and political risks in other African markets.
4. MTN Group (MTN)
What it does: MTN is one of Africa’s largest telecommunications companies with mobile and data operations across over 20 countries in Africa and the Middle East. It serves hundreds of millions of subscribers across the continent.
Why it is a strong pick: Africa’s mobile data market is still in a significant growth phase. As internet penetration and smartphone adoption increase across the continent, MTN is positioned to benefit directly from this structural shift. The company also pays dividends, making it attractive for investors who want regular income alongside capital growth.
MTN’s MoMo mobile money platform is also an increasingly important revenue driver, competing with traditional banks for financial services customers across Africa.
Risk level: Medium to High. MTN is exposed to currency fluctuations, regulatory changes, and political instability in some of the markets it operates in.
5. Sasol (SOL)
What it does: Sasol is a South African integrated energy and chemicals company. It produces liquid fuels, chemicals, and electricity from coal and gas, with major operations in South Africa and the United States.
Why it is a strong pick: Sasol’s share price tends to move in line with global oil and gas prices. When energy prices rise, Sasol’s profitability improves significantly. For investors who want exposure to commodity cycles within a JSE-listed share, Sasol is one of the most direct options available.
The company has also been working on reducing its debt load in recent years, which improves its financial stability and long-term investment case.
Risk level: High. Sasol is one of the more volatile shares on the JSE due to its sensitivity to oil prices, the rand-dollar exchange rate, and the energy transition away from fossil fuels over the long term.
6. Standard Bank (SBK)
What it does: Standard Bank is one of Africa’s largest banks by assets, with operations in over 20 African countries and select international markets. It provides retail banking, corporate banking, investment banking, insurance, and wealth management services.
Why it is a strong pick: Standard Bank offers investors exposure to both the South African economy and the broader African growth story. The bank pays consistent dividends, making it a popular choice for income-focused investors. Its diversified business model across personal banking, business banking, and corporate finance provides stability across different economic cycles.
Risk level: Medium. Like all banks, Standard Bank is sensitive to interest rate cycles, credit quality, and broader economic conditions. However, its diversification across multiple African markets provides some cushion against local downturns.
7. Tesla (TSLA)
What it does: Tesla is a US-listed electric vehicle and clean energy company headquartered in Texas. It designs, manufactures, and sells electric vehicles, battery energy storage systems, and solar products.
Why it is a strong pick: Tesla remains one of the most popular shares among South African investors using the Easy Equities USD account. The company is a global leader in electric vehicle technology and has been expanding its energy storage and solar businesses aggressively.
Tesla is accessible on Easy Equities through fractional shares, meaning South African investors do not need the full share price in dollars to get exposure. The online investment platform allows an investor to buy shares in their favourite companies at a slice of the price.
Risk level: High. Tesla’s share price is known for significant volatility driven by production updates, CEO commentary, and broader technology market sentiment. It is best suited to investors with a long-term horizon who can tolerate short-term price swings.
8. Apple (AAPL)
What it does: Apple is one of the world’s largest companies by market capitalisation, designing and selling consumer electronics including the iPhone, iPad, Mac computers, and Apple Watch, alongside software services including the App Store, Apple Music, and iCloud.
Why it is a strong pick: Apple’s diversified revenue model across hardware and services makes it one of the most resilient large-cap technology companies in the world. Its services division, which includes subscriptions and the App Store, generates high-margin recurring revenue that has grown significantly over recent years.
Apple is one of the most widely held shares globally and is a popular first international investment for South African beginners on Easy Equities due to its familiarity and strong long-term track record.
Risk level: Medium. Apple is considered a relatively stable large-cap technology share, though it is still subject to broader US market volatility and currency risk for South African investors.
9. Microsoft (MSFT)
What it does: Microsoft is a global technology company that produces software, cloud computing services, gaming products, and hardware. Its key segments include Microsoft 365, Azure cloud services, LinkedIn, and the Xbox gaming division.
Why it is a strong pick: Microsoft’s Azure cloud platform is one of the fastest-growing cloud computing businesses in the world, competing directly with Amazon Web Services. The company’s consistent revenue growth, strong dividend history, and dominant position across enterprise software make it one of the most dependable large-cap technology investments available globally.
Microsoft’s significant investment in OpenAI and its integration of AI tools across its entire product suite positions it well for the ongoing expansion of artificial intelligence in enterprise technology.
Risk level: Medium. Microsoft is considered one of the more stable technology investments globally due to its diversified business model and strong recurring revenue base.
10. Satrix 40 ETF (STX40)
What it does: Exchange-traded funds are passively managed investment funds that track the performance of a basket of pre-determined assets and are a collection of individual assets. They can invest in stocks, commodities, bonds, currencies, or a mixture of different assets. The Satrix 40 ETF specifically tracks the FTSE/JSE Top 40 index, which represents the 40 largest companies on the Johannesburg Stock Exchange.
Why it is a strong pick: An ETF gives you access to a collection of assets like shares or bonds, all bundled into one fund. Think of it as a basket holding a variety of investments. Unlike regular funds, ETFs trade on the stock exchange, meaning you can buy or sell them throughout the day, just like a share. They are known for being affordable, transparent, and easy to manage, making them a great way to diversify your investments.
For beginners who are not yet confident picking individual companies, the Satrix 40 ETF provides exposure to South Africa’s 40 largest companies in a single, low-cost investment. It is also eligible for investment through a Tax-Free Savings Account, making it even more powerful for long-term wealth building.
Risk level: Low to Medium. Because the ETF holds 40 of the largest JSE companies, it is diversified by design. However, it is still subject to South African market risk and currency movements.
Comparing the Top 10 Companies at a Glance
| Company | Market | Risk Level | Dividends | Best For |
|---|---|---|---|---|
| Naspers (NPN) | JSE | Medium/High | Yes | Tech exposure via SA listing |
| Capitec (CPI) | JSE | Medium | Yes | SA financial sector growth |
| Shoprite (SHP) | JSE | Low/Medium | Yes | Defensive income investing |
| MTN Group (MTN) | JSE | Medium/High | Yes | African telecoms growth |
| Sasol (SOL) | JSE | High | Yes | Energy and commodity cycles |
| Standard Bank (SBK) | JSE | Medium | Yes | African banking and income |
| Tesla (TSLA) | USD | High | No | EV and clean energy growth |
| Apple (AAPL) | USD | Medium | Yes | Stable global tech exposure |
| Microsoft (MSFT) | USD | Medium | Yes | Cloud and AI growth |
| Satrix 40 ETF (STX40) | JSE | Low/Medium | Yes | Diversified SA market exposure |
Best Companies for Beginners on Easy Equities
If you are just starting out, you do not need to invest in all ten companies immediately. The most important thing is to start somewhere and to invest in assets you understand.
Investing in ETFs is a no-brainer and the ultimate investment tool. There are many reasons why to invest in an ETF.7 For most beginners, starting with a broad-market ETF like the Satrix 40 is a sensible foundation. From there, adding individual shares in companies you understand and believe in, such as Capitec or Shoprite, builds familiarity with how share investing works.
ETFs are diverse, low-cost, and flexible investment vehicles that make your money work smarter. They require no active management from the investor, charge very low fees, and provide instant diversification, making them the logical starting point for anyone new to investing.
Once you are comfortable with the platform and have built some confidence, you can explore international shares like Apple or Microsoft through the USD account. ETFs offer the flexibility to buy and sell on the stock exchange anytime during trading hours, staying agile with investments that adapt to market changes, offering flexibility and diverse opportunities.
Avoid high-risk, high-volatility shares like Sasol or Tesla as your primary investments when starting out. These are better suited as a smaller portion of a more established portfolio where you can tolerate the short-term price movements without panic-selling.
When to Invest in These Companies
One of the most common questions among beginners is when to buy. The honest answer is that trying to time the market perfectly is something even professional fund managers with entire research teams behind them struggle to do consistently.
The most effective strategy for long-term investors is consistency. Investing a fixed amount regularly, regardless of what the market is doing, removes the stress of trying to find the perfect entry point. ETFs, which are listed on an exchange, allow you to get your hands on a collection of shares and other instruments that follow a market theme. One transaction, exposure to many shares.
When markets fall significantly due to broader economic events rather than problems specific to a company, it can be a particularly good time to increase your investment in quality shares. Market downturns have historically been followed by recoveries, meaning long-term investors who buy during dips often benefit most when conditions improve.
The key principle is to think in years and decades rather than days and weeks. The companies on this list are chosen because they have demonstrated long-term growth potential and business resilience, not because they are expected to rise sharply in the next month.
Common Mistakes to Avoid When Choosing Companies
Following social media hype: Some shares experience massive short-term price spikes driven purely by online discussion and trends. Buying at the peak of a hype cycle almost always leads to losses when the excitement disappears. Always research a company’s fundamentals independently before investing.
Putting all your money into one company: Concentrating your entire portfolio in a single share dramatically increases your risk. Even the strongest companies can experience unexpected challenges. A diversified investment may also involve investment classes, for instance, equities, exchange-traded funds, and commodities. Spreading your investments protects you from the failure of any single holding.
Panic-selling during downturns: Share prices go up and down regularly. Selling your investments every time the market drops locks in your losses and prevents you from benefiting from the recovery. Long-term investing requires patience and discipline, particularly during periods of market volatility.
Ignoring fees on international investments: When investing in US shares through the Easy Equities USD account, a currency conversion fee applies each time you move rands to dollars. This cost can add up for investors who trade frequently. Buying and holding for the long term minimises the impact of these fees on your overall return.
How to Start Investing in These Companies on Easy Equities
Getting started is simpler than most people expect. You can open an account, verify your identity, deposit funds, and place your first investment entirely online within a single session.
For a detailed walkthrough of the full process including account registration, FICA verification, depositing money, and placing your first trade, read our complete guide on how to buy shares on Easy Equities. It covers every step in plain language designed specifically for South African beginners.
Once you have your account set up, you can search for any of the companies listed in this article by name or ticker symbol. Enter the rand amount you want to invest, confirm the order, and you become a part-owner of that company.
Easy Equities: Is It Worth It for South African Investors?
Easy Equities is a product of First World Trader (Pty) Ltd which is an authorised Financial Services Provider with FSP number 22588. All trades on the Easy Equities platform are subject to the legal terms and conditions to which you agree to be bound.
Easy Equities is backed by Purple Group Limited, the pioneers behind the platform. Their goal is to provide a safe, regulated, and easy-to-understand investment experience, empowering investors with low-cost options for a secure financial future.
For South African beginners who want to access local and international markets at low cost, without the complexity and high minimum investment thresholds of traditional brokers, Easy Equities is one of the most suitable platforms available. For the full picture on whether it is the right platform for you, read our in-depth Easy Equities Review.
FAQs
1. What are the best companies to invest in on Easy Equities?
The best companies depend on your goals and risk tolerance. For broad diversification, some actively managed funds on Easy Equities offer exposure to South African equities, global equities, bonds, gold, platinum, and property, and include high-quality South African companies like Capitec, Lewis, Naspers, and Pan African Resources. For beginners, a combination of JSE-listed ETFs alongside well-established companies like Capitec, Shoprite, and Naspers is a common starting point.
2. Can beginners invest in big companies like Tesla or Apple?
Yes. The online investment platform allows an investor to buy shares in their favourite companies at a slice of the price.1 This means you can invest in Tesla or Apple with whatever rand amount you have available, without needing to afford a full share. You simply need to open and fund your USD account on Easy Equities and use the EasyFX tool to convert your rands.
3. Should I invest in South African or US companies?
Ideally, both. A diversified investment may also involve investment classes, for instance equities, exchange-traded funds, and commodities.1 Investing in both South African shares and international companies spreads your risk across different currencies, economies, and industries. South African shares offer familiarity and rand-based returns, while US shares provide exposure to global technology and consumer growth stories.
4. How many companies should I invest in?
For beginners, starting with five to ten companies or investment vehicles is a reasonable approach. This is enough to provide meaningful diversification without making your portfolio too complex to monitor. You can always add more over time as you grow more comfortable with the platform and with investing in general.
5. Are these companies safe investments?
No investment is ever completely safe. Every investment carries its own set of risks. It is important for you to understand these risks to make informed investment decisions. The companies on this list have been selected because they have demonstrated strong business models and long-term growth potential, but their share prices can still fall significantly in the short term.
6. Can I lose money investing in these companies?
Yes, absolutely. Historical performance of any investment is not a guarantee of future results, highlighting the need for a cautious approach in projecting future returns. All share prices fluctuate, and there is always the possibility of losing some or all of the money you invest. This is why diversification, a long-term mindset, and only investing money you can afford to leave invested for several years are so important.