The low-cost asset manager's campaign is aimed at helping South Africans rebuild their wealth as the country emerges from almost two years of pandemic and related emergency regulation. The offer runs until Monday, 28 February.

"Many South Africans have lost a lot in the past couple of years and some will feel like they are starting from the beginning again," says Tobie van Heerden, chief executive officer at 10X. "We hope this campaign will help South Africans to start to rebuild their finances after two tough years, which came on the back of the wrecking ball of State Capture."

"Our limited offer to investors is truly zero fees. There are no hidden costs, small print or hidden agendas. We have worked with our service providers and we have all have decided to chip in to help South Africans," adds van Heerden. 

The accompanying campaign of seven wildlife videos features animals — from ants to peacocks and sharks — suffering setbacks before they will go on to pick themselves up and start again, apparently undeterred.

Each video is narrated in a light and humorous way by one of a variety of South African comedians. These include:
  • KG Mokgadi
  • Angel Campey
  • Yaaseen Barnes
  • Tumi Morake
  • Dalin Oliver, and
  • Rob van Vuuren.
The videos are available for viewing here. 

"South Africans have a reputation for being resilient and each video is a metaphor for that toughness," says van Heerden. "The videos suggest we follow the lead of the creatures featured and start rebuilding 'with zero'", says van Heerden.

"Investors, whether they are putting their money into retirement products or discretionary products like unit trusts, very often forfeit a high proportion of their investment growth to high fees," says van Heerden.

"What we want to do with this limited period of zero fees is to kickstart growth for investors. They will enjoy some accelerated investment growth after a couple of years of not being able to save. After the fee-free period, they have the option to stay invested in a product with very low fees, which will mean more money for them down the line," van Heerden adds.

van Heerden says he believes that the wildlife videos will engage South Africans and encourage them to start rebuilding their wealth.

"We hope that the fee reductions on the unit trust and tax-free savings accounts will provide the extra nudge needed to inspire people," concludes van Heerden. "We want to give South Africans that kick-start they need to get back into the good habit of saving and rebuilding their wealth."

For more information, visit www.10x.co.za. You can also follow 10X on Facebook, Twitter or on Instagram.