SA Wealth Report 2020: The Wealthiest Cities and Towns in South Africa
SA Wealth Report 2020: The Wealthiest Cities and Towns in South Africa
SA Wealth Report 2020: The Wealthiest Cities and Towns in South Africa
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Contents
1. Introduction ................................................................................................................... 3
2. Benchmarking SA wealth in context ........................................................................... 4
3. Wealth growth trends ................................................................................................... 5
4. The wealthiest cities in SA ........................................................................................... 9
5. Top holiday hotspots for HNWIs................................................................................ 12
6. HNWI demographics ................................................................................................... 14
7. HNWI migration trends ............................................................................................... 17
8. Prime property index .................................................................................................. 18
9. Luxury sector .............................................................................................................. 20
10. Wealth management sector ....................................................................................... 21
11. HNWI asset allocation trends..................................................................................... 23
12. Best ways of contacting HNWIs................................................................................. 25
13. Country risks ............................................................................................................... 26
14. Drivers of wealth ......................................................................................................... 27
15. Sources and methodology ......................................................................................... 28
16. About New World Wealth ........................................................................................... 30
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1. Introduction
This report is the result of New World Wealth’s extensive research covering the wealth market in South
Africa. Figures mentioned in this report are from New World Wealth unless otherwise stated. The following
wealth bands are considered in our analysis.
Note: “Wealth” refers to the net assets of a person. It includes all their assets (property, cash, equities,
business interests) less any liabilities.
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2. Benchmarking SA wealth in context
The average SA individual has net assets of approximately US$11,000 (wealth per capita). This
is a relatively healthy level when compared to most other emerging markets.
There are approximately 38,400 millionaires (HNWIs) living in SA, each with net assets of US$1
million or more.
There are 2,030 multi-millionaires living in SA, each with net assets of US$10 million or more.
There are 92 centi-millionaires living in SA, each with net assets of US$100 million or more.
There are 5 billionaires living in SA, each with net assets of US$1 billion or more.
Note: these figures only include people living in SA (residents). South Africans that have left the country
are excluded. Government funds are also excluded.
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3. Wealth growth trends
The ongoing migration of wealthy people out of the country (see HNWI migration section).
A large number of local businesses closed down during the period, especially in the SME space.
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Note: HNWI numbers rounded to nearest 100. Only includes people living in country (residents). Figures for year-end.
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The following chart summarizes how major SA wealth drivers have performed over the past 10 years in
US dollar terms. As is evident, South African US$ based wealth was negatively influenced by a significant
depreciation of the Rand against the US dollar during the period. Local residential property prices were
also down during the period (when measured in US$ terms).
US dollar indices
Gold 56%
SA Wealth -6%
US$/LC -47%
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JSE performance over the past 10 years (2009 to 2019):
South Africa's main securities market is the Johannesburg Stock Exchange (JSE), which is the 19th largest
exchange in the world with a market cap of approximately US$900 billion (in Dec 2019).
As reflected in the previous chart, the valuations of the JSE all share index were up by a moderate 3%
during the review period (in US$ terms), which was far below the 113% growth of the MSCI World Index.
JSE performance was negatively impacted by the poor performance of several key sectors including: real
estate, construction, retail, mining, telecoms and healthcare.
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4. The wealthiest cities in SA
The following table ranks SA cities by total wealth. Note: “Total wealth” refers to the private wealth held
by all the individuals living in each city. It includes all their assets (property, cash, equities, business
interests) less any liabilities.
The Big 4:
Johannesburg: Total wealth held in the city amounts to US$243 billion. Most of Johannesburg’s
wealth is concentrated in Sandton, which is home to the JSE (the largest stock market in Africa)
and to the head offices of most of Africa’s largest banks and corporates. Exclusive suburbs in
Johannesburg/Sandton include: Hyde Park, Sandhurst, Westcliff, Houghton, Bryanston,
Saxonwold, Park Town, Atholl and Inanda. Major sectors in the city include: financial services
(banks), professional services (law firms, consultancies), telecoms and basic materials.
Cape Town: Total wealth held in the city amounts to US$131 billion. Home to SA’s most exclusive
suburbs such as: Clifton, Bantry Bay, Fresnaye, Llandudno, Camps Bay, Bishopscourt and
Constantia. Also home to a number of top-end residential estates including: Erinvale, Steenberg
and Silverhurst Estate. Major sectors there include: real estate, financial services (fund
management), retail and tourism.
Durban & Umhlanga: Total wealth held in the city amounts to US$56 billion. This figure includes
wealth held in Durban, Umhlanga, La Lucia and Ballito. Notably, Umhlanga and Ballito are two of
the fastest growing areas in SA, in terms of wealth growth over the past 10 years.
Paarl, Franschhoek & Stellenbosch: These three towns are located next to one another. They
combine to form one of the fastest growing areas in SA for HNWIs. Notably, a large number of
retired HNWIs have moved to the area over the past 10 years. There are several exclusive
residential estates in the area that have attracted HNWIs including: Val de Vie, Pearl Valley, De
Zalze, Domaine des Anges, Fransche Hoek Agricultural Estate and La Ferme Chantelle. There
are also many private wine farms in the area that are owned by HNWIs.
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Total wealth HNWIs Multi-millionaires Billionaires
City
(US$bn) ($1m+) ($10m+) ($1bn+)
Bloemfontein 3 100 10 -
Other 25 2 400 60 -
Note: HNWI numbers rounded to nearest 100. Only includes people living in each city (residents). Figures for Dec 2019.
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Area definitions:
Johannesburg: Our figures for Johannesburg include Sandton.
The Garden Route: Stretches from Mossell Bay to Storms River on the South Coast. Notable
towns on the route include: Plettenberg Bay, George, Oubaai, Knysna, Wilderness, Natures
Valley and Mossell Bay.
The Whale Coast: Area between Cape Town and the Garden Route. Notable towns on the Whale
Coast include: Hermanus, Rooi Els, Kleinmond, Gansbaai, Pringle Bay and Bettys Bay.
The Sunshine Coast: Area around Port Elizabeth. Includes: Port Elizabeth, Kenton, St Francis
Bay, Grahamstown and Port Alfred.
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5. Top holiday hotspots for HNWIs
Along with Cape Town, the following towns are the top holiday hotspots for SA’s wealthy.
Umhlanga has been the top second home hotspot for wealthy Joburgers since the 1970s. Following the
construction of Gateway shopping center in 2001, Umhlanga has also become a major business hub for
wealthy residents to live and work. The apartments on Lagoon Drive in Umhlanga are some of the most
expensive in the country - notable complexes include: the Pearls, Edge of the Sea and the Bermudas.
Ballito
Ballito is the “Luxury Residential Estate Capital of South Africa” - it is home to Zimbali, Simbithi,
Brettenwood and Dunkirk Estate. Princes Grant Estate is also located nearby (between Ballito and
Zinkwazi). There are also a number of exclusive estates under construction in the area.
Plettenberg Bay
Plettenberg Bay (otherwise known as “Plett”) is a small town on the Garden Route. After Johannesburg
and Cape Town, it is the top location in SA for R20 million homes with over 100 homes valued at over
R20 million in the small town. Beachyhead Drive in Plett is especially affluent.
Knysna
Knysna is located on the Garden Route, just west of Plett. Affluent parts of Knysna include: the Heads,
Uitzicht and residential estates such as Pezula, Simola and Thesen Islands.
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George & Oubaai
George is the largest town on the Garden Route and a major retirement destination for wealthy South
Africans. It is home to one of the top residential estates in the country, namely Fancourt.
Hermanus
Located on the Whale Coast, Hermanus is the main second home hotspot for wealthy Capetonians. It is
also a very popular retirement hotspot for people from all over South Africa. Affluent parts of Hermanus
include: Eastcliff, Voelklip, Onrus, Kwaaiwater and Fernkloof Estate.
Wilderness
Wilderness is a small town on the Garden Route. It is located around 5km east of George. It is home to
some of the most spectacular beachfront houses in the country.
St Francis Bay
Located on the Sunshine Coast near Port Elizabeth, St Francis Bay has been a major holiday hotspot for
wealthy South Africans since the 1990s. The Canals and the St Francis Links Estate are especially
affluent.
Natures Valley
Natures Valley is an up-and-coming HNWI hotspot on the Garden Route. It is located about 30 minutes
east of Plettenberg Bay. The forest and lagoon in the area is relatively untouched which appeals to nature
lovers. Notably, no motor boats are allowed on the lagoon (it is a hotspot for canoeing). A number of large
homes have started to go up in the area and several older homes have been renovated recently.
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6. HNWI demographics
As mentioned, there are approximately 38,400 millionaires (HNWIs) living in SA, each with net assets of
US$1 million or more. The following table examines the most common degrees and certifications held by
these HNWIs. As reflected, a large percentage of SA HNWIs studied law.
Computers and IT 6%
Engineering 5%
Actuarial 3%
Other 23%
Total 100%
Note: Refers to the last degree/certification achieved by the HNWI. Figures for Dec 2019.
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The following table provides a breakdown of the top universities for producing SA HNWIs.
University % of HNWIs
Rhodes University 8%
University of Pretoria 6%
Other 15%
Total 100%
Note: Refers to last university attended by the HNWI. Figures for Dec 2019.
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The following table provides a breakdown of the main industries in which HNWIs in SA have acquired
their wealth. Over the review period, the financial and professional services sector has performed
relatively well when compared to other key sectors, generating the most new HNWIs - its share of HNWIs
has risen from 25% in 2009 to 32% in 2019.
Sector % of HNWIs
Basic Materials 8%
Diversified 8%
Healthcare 7%
Retail 5%
FMCG 5%
Media 4%
Manufacturing 3%
Total 100%
* Financial & professional services includes banks, law firms, consulting firms, fund managers and wealth managers.
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7. HNWI migration trends
Based on our estimates, around 4,000 HNWIs have left SA over the past 10 years. Most of these
individuals have gone to the UK, Australia and USA. Switzerland and Portugal are also popular
destinations.
It should be noted that South Africa is by no means alone in losing HNWIs. All of the BRICS countries
have lost large numbers of HNWIs to migration over the past 10 to 20 years. This is a trend that is gaining
momentum and is a concern to most emerging markets.
Note: see our ‘Global Wealth Migration Review’ for more information on HNWI migration trends worldwide.
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8. Prime property index
According to our in-house prime property indices, South Africa’s residential property market has
performed poorly over the review period (2009 to 2019) with average prices declining by around 36% in
US$ terms. It should be noted that the Rand depreciated significantly during this period, which obviously
contributed to the decline.
Notably, luxury apartments have been the best performing residential segment in SA over the past decade
as many buyers have moved away from houses.
The following table reviews the most expensive streets and suburbs in SA.
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Street / Suburb Rand per square meter US$ per square meter
Victoria Road, Clifton and Bantry Bay, Cape Town 80 000 5 700
The Ridge & Cliff Road, Clifton, Cape Town 78 000 5 600
V&A Marina, Dock Road, City Bowl, Cape Town 72 000 5 100
Refers to the average price of a prime 200-400 square meter apartment/villa on street or in suburb.
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9. Luxury sector
The SA luxury sector generates revenue of approximately US$2 billion a year, making it the largest luxury
market in Africa by some margin. This figure includes: luxury cars, luxury clothing & accessories, luxury
watches and luxury hotels.
Notably, a large portion of SA luxury sector revenue comes from luxury hotels & lodges.
Most of SA’s most exclusive hotels are located in Cape Town and Umhlanga. Notable examples include:
the 12 Apostles Hotel & Spa, the Beverley Hills Hotel, the Oyster Box and Ellerman House.
South Africa is also home to a number of top-end safari lodges, including: Londolozi, Singita, Ulusaba,
Ngala Tented Camp, Lion Sands, Royal Malewane, Leopard Hills, Cheetah Plains, Savanna Lodge and
Bushmans Kloof. These lodges are all very exclusive, with prices reaching as high as US$2,000 per
person per night.
Note: see our ‘Africa Wealth Report’ for more information on the luxury sector in South Africa.
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10. Wealth management sector
South Africa is the largest wealth management center in Africa and one of the 20 largest worldwide, with
local assets under management (“AuM”) of approximately US$84 billion as of Dec 2019.
RMB
PSG
Nedbank
Standard Bank
ABSA
Sanlam
Typically, wealth management companies in SA target individuals with over US$700,000 (R10 million) in
investable assets. They also target young professionals who are starting their careers (specifically lawyers
and charted accountants). Services that are most in demand include: asset management services,
financial planning and inheritance planning.
There are also a number of major foreign based wealth management companies with offices in SA,
including: Credo Group, Julius Baer, Stonehage Fleming and UBS. Notably, Julius Baer just entered the
SA market during the past year, whilst Credit Suisse just exited.
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Spotlight on family offices:
Family offices are a fast growing wealth management segment in South Africa and throughout the world.
They traditionally provide a more customized offering than wealth managers and private banks. Services
they offer include: managing household staff, property management, philanthropy coordination, managing
family education, intergenerational transfer and legal and tax services, on top of the usual investment
services. Typically family offices are exclusively for family members and family related trusts, foundations,
charities and venture capital companies.
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11. HNWI asset allocation trends
This information is gathered via regular interviews with intermediaries (wealth managers and fund
managers). We calibrate wealth across six asset classes: real estate, cash & bonds, equities, business
interests, alternatives and collectables.
Notes:
‘Alternatives’ include: private equity holdings, venture capital investments and commodities.
‘Business Interests’ refer to local holdings in businesses that HNWI is or was actively involved in.
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Spotlight on collectables:
Collectables include any luxury item that holds its value reasonably well over time. Prominent examples
include: art, classic cars, top-end watches, jewelry, fine wine and stamps. Note: Collectables do not
include yachts, private jets and new cars as these items are unlikely to hold their value.
Key findings:
SA HNWIs hold around US$480 million worth of fine art. Notable artists that they collect include:
JH Pierneef, Irma Stern, Maggie Laubser, Alexis Preller, Gerard Sekoto, Vladimir Tretchikoff,
Sydney Kumalo (sculpture), William Kentridge, John Meyer, Walter Battiss, Cecil Skotnes and
Anton van Wouw (sculpture).
Popular watch brands for SA HNWI collectors include: Patek Philippe, Breguet, Vacheron
Constantin and Audemars Piguet. Patek Philippe tends to achieve the highest prices, both for
classic watches and new watches.
Note: see our ‘SA Art Review’ for more information on the art sector in South Africa.
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12. Best ways of contacting HNWIs
The best way of contacting HNWIs in South Africa is via their brokers. Therefore, one needs to build
strong relationships with individual brokers in order to get exposure. Strong relationships with fund
managers is also important as many funds deal directly with HNWIs. Some of the more popular brokerage
houses and fund managers for HNWIs in SA are listed below.
Brokers:
Alexander Forbes
Investec
Old Mutual
Liberty Life
PSG
Equity funds:
Allan Gray / Orbis
Coronation
Prudential
PSG
Foord
Another good way of contacting HNWIs is via their foundations and venture capital companies. In South
Africa, around US$25 billion is tied up with venture capital companies and foundations that are linked to
the wealthy. Normally only individuals with net assets of over US$20 million are wealthy enough to have
their own foundations and/or venture capital companies.
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13. Country risks
Loading shedding and Eskom - the troubled power utility has a massive amount of influence over
South Africa.
Possible nationalization of the healthcare sector - this could damage the private healthcare
system, which could cause large numbers of wealthy and middle class people to leave the
country.
The 2nd point (safety) is probably the key long-term risk. SA has one of the worst crime rates among major
emerging markets.
Notably, safety is one of the key drivers of wealth growth in a country over the long term. The safer a
country is, the more investment it attracts. Woman and child safety is particularly important. Road safety
is also critical, especially safety of pedestrians.
It should be noted that most of the HNWIs that leave South Africa do so due to safety concerns (as their
primary reason).
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14. Drivers of wealth
Based on our research, the top factors that encourage wealth growth in a country include:
Strong safety & security - the safety levels in a country and the efficiency of the local police are
probably the most critical factors in encouraging long term wealth growth.
Media freedom and neutrality - it is important that major news outlets in a country are neutral
and objective.
Strong ownership rights - Zimbabwe offers a case in point as to what happens when ownership
rights are stripped – once assets are taken away they tend to lose value as no one is willing to
buy anything.
A well-developed banking system and stock market - ensures that people invest and grow
their wealth locally.
Low level of government intervention - government tampering in the business sector creates
large inefficiencies within an economy. Government owned enterprises and parastatals can also
be a problem (as shown with Eskom).
Low income tax and company tax rates - Dubai and Singapore are examples of the power that
tax rates can have in encouraging business formation – both have very low tax rates.
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15. Sources and methodology
We use a model to calculate wealth breakdowns for each country, with key inputs including:
Stock market stats in each market.
Property stats in each market.
These metrics are combined together in our model to calculate the total wealth held in each country and
to calculate the number of people in each wealth tier. For the top wealth tiers (such as billionaires and
centi-millionaires) we mainly rely on our in-house HNWI database.
Our model also maps historical wealth growth trends in each country by considering:
Currency movements in each market vs. the US$ (note: all our stats are in US$ terms).
Stock market movements in each market (in US$ terms).
The average person worldwide has around 50% of their wealth tied up in residential property and equities
so large residential property market and stock market moves heavily impact on the total private wealth
held in a country.
We then use our HNWI database for the demographic splits within each country (i.e. city, sector, age,
university and suburb wealth breakdowns). We have a sample of around 150,000 HNWIs worldwide in
our database. Most of the individuals in our database have the following work titles: Directors, Chairman,
CEOs, Founders and Partners. We do not give out the names of these individuals to anyone. We purely
use this database for in-house statistical studies.
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We also use public prime property stats (property registers and property sales stats) as a sanity check on
all our city and suburb wealth breakdowns. Specifically, we look at the number of homes valued at over
US$1 million in each area.
Recent wealth migration trends - which we see as an insight into future wealth trends. So for
instance if a large number of HNWIs are leaving a country that is probably a bad sign for future
wealth growth.
Competitiveness of country’s wages relative to worldwide peers.
Competitive advantages of each economy.
Safety levels in country and the efficiency of the local police service.
Ease of doing business in country.
Education standard in country - special focus on Science, Maths and Literacy.
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16. About New World Wealth
New World Wealth provides information on the global wealth sector, with a special focus on high growth
markets. Our research covers 90 countries and 150 cities worldwide. We are the researchers behind the
Africa Wealth Report and the Global Wealth Migration Review.
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Contact
Andrew Amoils
New World Wealth
andrew@newworldwealth.com
+27 11 706 1185
www.newworldwealth.com
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