One month after launching in Exclusive Books stores across South Africa, FinMaster, a locally created board game that teaches families, teens and young adults how to think differently about money, has recorded its strongest end-user sales to date.
For co-founders Eliza Dejan and Denai Rall, the milestone is more than a business result. It's the latest chapter in a story that started with a crude prototype made from pizza boxes, a university's challenge to solve a problem made worse by Covid, and a deeply personal belief that financial literacy shouldn't be reserved for those who grew up around money.
Finmaster recently held a national roadshow to support its debut in Exclusive Books, putting the game in the hands of its true audience. From parents starting “the money conversation” at home to teens demystifying the world of investing, this tour proved one thing: learning about finance can be fun and empowering rather than boring and intimidating.
The response has turned in clear early momentum, with the team confirming this is FinMaster's best month of end-user sales since launch. The growth was driven by strong performance in Takealot, Fintr's own website and Exclusive Books footprint. Particularly high activity was seen in several stores, including the V&A Waterfront, Sandton City and Menlyn Park Shopping Centre, where the game achieved its highest store-level sales.
“We are incredibly grateful,” said Eliza Dejan, co-founder and CEO of FinMaster.
Finmaster and family
“Seeing FinMaster on the shelves of Exclusive Books was already emotional for us, because we know where it all started. But seeing families actually buying it, playing it, and telling us how it's helping them have better conversations about money is the real reward. This month has reminded us why we created it in the first place.”
Finmaster was never intended to be just another board game. It was designed as a practical, entertaining way to introduce players ages 13 and up to concepts like 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 to the fore specific South African realities through cards such as load shedding and cabinet reshuffle.
This blend of education, strategy, and local relevance has helped the game grow far beyond its original classroom-style ambitions. In 2025, Finmaster took second place in an international educational game competition in Norway, while early players and parents have described real behavior changes 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 that games have reduced their financial worries, that's when our impact becomes real,” says Denai Rall, co-founder, COO and designer of FinMaster.
finmaster
“While the sale validates market demand, the heart of FinMaster has always been about empowering people to discuss money earlier, more openly and with more confidence.”
The launch of Exclusive Books is an important step fintrThe South African financial education company behind Finmaster is. What started as a student idea has grown into a nationally available product, now sold through Exclusive Books, Takealot, and Fintr's online stores. For founders, the past month has also offered proof 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 can we make money less scary?” Djan added. “A month like this tells us there's really a hunger for that answer. We're grateful to every person who bought a copy, every store team that supported the launch, and every family that made room for this conversation at the table.”
As Finmaster looks ahead, the team hopes to build on the momentum created by the roadshow and continue to expand the reach of the sport across South Africa. The founders believe the opportunity is not only to sell more games, but also 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 easy as playing the game.
