Despite being a relative minnow in South Africa’s extensive financial services waters, Sygnia makes a bigger splash than its much larger competitors.

On paper, the R3bn group should be lucky to get even a few glances from investors and savers alike. What’s more, Sygnia’s shares have very low tradability, with more than two-thirds of its equity owned by founders Magda Wierzycka and her husband Simon Peile, both actuaries. The group’s marketing budget is almost invisible — though for a while it did advertise its Skeleton fund range on Cape Town’s MyCiTi buses...

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