One month after launching into Exclusive Books stores nationwide, FinMaster, the South African-created board game designed to teach teenagers, young adults and families how to think differently about money, has recorded its strongest end-user sales month since launch.
For co-founders Elijah Djan and Danei Rall, the milestone represents more than commercial momentum. It marks another chapter in a journey that began with a handmade prototype built from a pizza box during Covid, sparked by a university challenge to solve a growing problem around financial literacy.
FinMaster recently completed a nationwide roadshow supporting its Exclusive Books debut, introducing the game directly to families, students and young professionals across the country. From parents looking to spark meaningful conversations around money at home to teenagers exploring investing for the first time, the response highlighted a growing appetite for financial education tools that feel practical, relatable and engaging.
That momentum translated into the company’s strongest month of end-user sales to date, driven by strong performance across Exclusive Books, Takealot and the official Fintr online store. Stores including V&A Waterfront, Sandton City and Menlyn Park Shopping Centre recorded some of the highest sales nationally, with several launch locations selling out during events.
“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.”
Designed for players aged 13 and older, FinMaster introduces concepts such as investing, saving, portfolio building and financial decision-making through gameplay. Players build wealth, navigate market events and respond to real-world scenarios, including uniquely South African moments represented through cards such as Load Shedding and Cabinet Reshuffle.
The blend of strategy, education and local relevance has helped the game evolve far beyond its original classroom-style concept. Earlier this year, FinMaster placed second at the International Educational Games Competition in Norway, while players and parents have shared stories of real behavioural change after playing, from teenagers asking more questions about money to young adults opening Tax-Free Savings Accounts and rethinking their investment habits.
“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,” said Danei Rall, co-founder, COO and designer of FinMaster. “While sales validate 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 milestone for Fintr, the South African financial education company behind FinMaster. What started as a student-led idea has evolved into a nationally distributed product now available through Exclusive Books, Takealot and Fintr’s online store.
“We started with a pizza box and a question: how do we make money less intimidating?” added Djan. “A month like this tells us 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 these conversations around the table.”
Looking ahead, the team plans to continue expanding FinMaster’s reach across South Africa while building new ways to make financial education more accessible for young people and families. Their long-term vision is to help create a generation that feels more confident, informed and empowered when it comes to money.
Stockists include:
- Exclusive Books nationwide
- Takealot
- Fintr online store
- Zulzi (Gauteng, South Africa)
- Instant Eats (Limpopo, South Africa)
- Fanaticus Games (Western Cape, South Africa)
- PWNED Games (Western Cape, South Africa)
- The Toy Store (Western Cape, South Africa)
- Level Up Store (Western Cape, South Africa)
- Games & Stuff (East Coast, United States).