How Sibongile Maputla is reshaping family gifting and financial security

Entrepreneur Sibongile Maputla is revolutionising the way families give gifts through her innovative fintech platform, Squirrel Away, in a landscape rich with opportunities and challenges.

As the company's founder and CEO, Maputla brings over 24 years of experience in financial services, gained both locally and internationally.

Maputla said she is building a solution that combines her experience as a finance professional and a mother to help reimagine how South Africans build generational wealth, starting at birth.

“Squirrel Away is more than a business; it is a movement to change how we show love, how we give, and how we prepare our children for the future.”

She champions the idea that female leadership driven by purpose is not merely about building a business but about forging a lasting legacy.

“As women, we possess the power to shape economies, influence culture, and rewrite narratives. Let’s continue to lift as we rise. That, for me, is the true power of women in business.”

Maputla attributes her success to having a purpose. “Squirrel Away was born out of a real, lived experience, wanting to give my children something more meaningful than toys, and realising how many families don’t have access to tools that can build long-term financial security.”

She said what has kept her motivated to keep going is the belief that the culture of gifting and saving in South Africa can change.

In addition, she said: “Being willing to start small, listen to our users, and stay connected to the ‘why’ has made all the difference.”

However, Maputla said access to funding and networks remains a huge barrier, especially for women in tech and finance.

“Many of us are still first-generation entrepreneurs, navigating industries that weren’t designed with us in mind.”

She said there is also the ongoing challenge of being underestimated or overlooked in key decision-making spaces.

Maputla further noted the added difficulty of juggling business needs with family duties.

She added that women continue to rise and build remarkable businesses despite these barriers, which is a testament to their grit and creativity.

“When building Squirrel Away, I had to overcome both investor bias and infrastructure hurdles, but I also saw how powerful it is when women build with intention. We bring solutions that are not only innovative but socially impactful.”

Maputla advises aspiring entrepreneurs to leverage their personal experiences, emphasising that there is “power in building what you wish existed”.

“Don’t wait until everything is perfect; test, learn, and iterate. And don’t go it alone. Whether you’re launching a fintech platform or a side hustle, find a community that sees you and supports you. Your vision is valid, even if others can’t see it yet.”

She said it is best to build a business for impact rather than visibility.

“If your idea has the potential to shift behaviour, create new habits, or introduce a new way of doing things, then it’s worth pursuing. Groundbreaking ideas often look unfamiliar at first, so stay focused on execution rather than external validation.”

Maputla advised aspiring entrepreneurs to clearly define their target market, ensuring that every aspect of their product aligns with that vision.

“That’s how Squirrel Away was built. It started with a personal question and became a financial product that families can use without needing to be experts.”

Credibility and compliance are critical when creating a business with long-term potential, she added.

“Squirrel Away is a registered Financial Services Provider (FSP no. 54219), and we’ve gone to every length to ensure a safe investment gifting experience. Keep your audience’s needs and your industry’s requirements top of mind.”

karen.singh@inl.co.za