Following the month-long launch journey across South Africa, the homegrown financial education board game recorded its most successful sales month to date. The game reached a significant milestone by selling out at several Exclusive Books stores where launch events were held, alongside strong performance through Takealot and the official online store.
Cape Town, South Africa – One month after launching into Exclusive Books stores across South Africa, FinMaster, the locally created board game teaching families, teenagers and young adults how to think differently about money, has recorded its strongest end-user sales month to date.
For co-founders Elijah Djan and Danei Rall, the milestone is more than a commercial result. It’s the latest chapter in a story that began with a rough prototype made from a pizza box, a university challenge to solve a problem made worse by Covid, and a deeply personal belief that financial literacy should not be reserved for people who grow up around money.
FinMaster recently wrapped a national roadshow to support its debut at Exclusive Books, putting the game into the hands of its true audience. From parents sparking “money talks” at home to teenagers demystifying the world of investing, the tour proved one thing: learning about finance can be fun and empowering rather than boring and intimidating.
The response has translated into clear early momentum, with the team confirming this as FinMaster’s best month of end-user sales since launch. This growth was driven by strong performance across Takealot, Fintr’s own website, and the Exclusive Books footprint. Several stores showed particularly high movement, including V&A Waterfront, Sandton City and Menlyn Park Shopping Centre, where the game achieved its highest store-level sales.
“We are incredibly grateful,” said Elijah Djan, co-founder and CEO of FinMaster. “Seeing FinMaster on the shelves at Exclusive Books was already emotional for us, because we know where this started. But seeing families actually buy it, play it and tell us how it’s helping them have better conversations about money is the real reward. This month has reminded us why we built it in the first place.”
FinMaster was never intended to be just another board game. It was designed as a practical, enjoyable way to introduce players aged 13 and up to concepts such as investing, saving, portfolio building and financial decision-making. The game asks players to build wealth, navigate market events and make strategic choices, while also bringing in distinctly South African realities through cards such as Load Shedding and Cabinet Reshuffle.
This blend of education, strategy and local relevance has helped the game travel far beyond its original classroom-style ambition. In 2025, FinMaster placed second at the International Educational Games Competition in Norway, while early players and parents have described real behavioural shifts after playing, from children asking more questions about money to young adults opening Tax-Free Savings Accounts and revisiting their investment portfolios.
For Rall, the roadshow has been a reminder that the emotional impact of financial education is often felt in small, personal moments rather than big public milestones.
“When a parent shares that their child asked about investing, or a young adult tells us the game eased their financial anxiety, that’s when our impact becomes real,” says Danei Rall, co-founder, COO, and designer of FinMaster. “While sales validate the market demand, the heart of FinMaster has always been about empowering people to discuss money earlier, more openly, and with greater confidence.”
The Exclusive Books launch marks an important step for Fintr, the South African financial education company behind FinMaster. What began as a student idea has grown into a nationally available product, now sold through Exclusive Books, Takealot and Fintr’s online store. For the founders, the past month has also offered evidence that South Africans are ready for financial education tools that feel accessible, local and enjoyable.
“We started with a pizza box and a question: how do we make money less intimidating?” added Djan. “A month like this tells us that there is a real appetite for that answer. We are thankful to every person who bought a copy, every store team that supported the launch, and every family that made space for this conversation around the table.”
As FinMaster looks ahead, the team hopes to build on the momentum created by the roadshow and continue expanding the game’s reach across South Africa. The founders believe the opportunity is not only to sell more games, but to change the way families, schools, and communities introduce young adults to money. Their vision is to create a world where learning about money is as simple as playing a game.
Stockists Include:
- Exclusive Books Nationwide
- Takealot
- Fintr Online Store
- Zulzi (Gauteng, SA)
- Instant Eats (Limpopo, SA)
- Fanaticus Games (Western Cape, SA)
- PWNED Games (Western Cape, SA)
- The Toy Store (Western Cape, SA)
- Level Up Store (Western Cape, SA)
- Games & Stuff (East Coast, US)
Article Provided
