Glenn Grimley, Head of Stash at Liberty

Liberty’s Stash Tax-Free Investment has launched a new event-based contribution feature within its micro-investment platform ahead of the Soccer World Cup kicking off on 11 June 2026. This feature offers South Africans a unique way to connect their passion for sport with long-term investing.

The feature, referred to as “GameDay”, will be available throughout the month-long World Cup period from June to July 2026, where match outcomes will drive automated investment contributions.

The launch comes at a time when younger consumers are increasingly embracing digital and micro-investment platforms as accessible entry points into investing. According to a 2025 World Economic Forum report on Gen Z and investing trends, younger investors are increasingly drawn to mobile-first platforms, low-barrier investment tools, and products that make investing feel more integrated into their everyday lives and interests.

Designed as an engagement feature within the Stash App, GameDay allows users to set up automated micro-investment contributions by following   real-world sporting outcomes.

Through the GameDay feature over the World Cup period, users can choose one or two teams to support during the tournament and set personalised contribution triggers based on match events such as goals scored, goals saved, or match wins. Users can configure contribution amounts using an in-app slider and remain fully in control, with the ability to pause, adjust, or change settings at any time.

Following each match, Stash automatically calculates contribution values based on users’ selected triggers and preferences, with contributions then invested directly into the user’s Stash Tax-Free Investment, subject to the platform’s standard rules and controls.

A dedicated in-app dashboard will also allow users to track team performance, trigger activity, and cumulative contributions throughout the tournament, creating transparency and visibility on how small, event-based contributions can build over time.

the GameDay feature on the Stash App forms part of a broader effort to make investing more accessible, engaging, and culturally relevant for younger and first-time investors.

“Sport has an incredible ability to bring people together and create emotional connection. What we wanted to do was explore how we could channel some of that excitement into positive long-term financial habits,” says Glenn Grimley, Head of Stash at Liberty.

Importantly, the GameDay feature is not betting or gambling as users do not wager money on sports outcomes – there are no odds, no incentives and no payouts based on the variable outcomes of sports matches. Rather, Liberty has created an innovative way to tie investment behaviour to moments consumers are already emotionally invested in. “GameDay is not about gambling or chasing short-term wins. In fact, it’s the opposite. It’s about helping people build an investing habit in a way that feels interactive, rewarding, and connected to moments they already care about.”

Grimley emphasises that all contributions made through the GameDay feature are invested into the Stash Tax-Free Investment, designed to support long-term wealth creation through consistent investing over time.

“At its core, this feature is about behavioural investing, linking every day lived experiences into their investment journeys.” says Grimley.

“We know many people struggle to start investing because it feels intimidating or disconnected from their daily lives. By linking micro-investing to moments of excitement and community, we hope to make investing feel more approachable while still encouraging responsible, long-term financial thinking,” says Grimley.

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