Principal Partners

Investor type

Fund of funds

Founded

2010

AUM

$5 M

Location

Johannesburg, Gauteng, South Africa

Investment Ticket

$1-5 m

Investment Stage

Seed Series A Series B

Region of investment

Africa
Investor profile last updated: 16 August, 2026

Profile

Principal Partners is a ‘boutique’ private equity firm founded by investment specialist, Avram Levy.

With our extensive experience in funding, business structuring and negotiating private equity transactions, Principal Partners pride ourselves in our ability to add tangible value to the businesses we invest in. Our investments are grown as a result of strong working relationships with our business partners that are based on integrity, trust and respect.

By investing proprietary capital, we take an equity stake in target companies, awarding us, and our partners, with the benefit of experience and perspective. As such, we look to grow our investment value by investing in highly scalable businesses in sustainable industries.

We pride ourselves in building lasting relationships with businesses that we believe in, by putting capital, and reputation on the line.

WHAT SETS US APART

By investing proprietary capital, Principle Partners endeavours to maintain meaningful working relationships with each business we invest in. We analyse each new business opportunity thoroughly and pride ourselves in our comprehensive investment decision-making process. Our collective business acumen, insight and perspective, enables us to make calculated decisions timeously.

Our hands-on, sophisticated personal investment style and continued communication with our investment partners, affords us the ability to fast-track and accelerate decision making. We also believe in investing in strong top-tier management teams, making this an essential element in the businesses we invest in.

BENEFITS

Because Principle Partners uses proprietary capital, we have a strong focus on value creation for our partners – and ourselves. This ensures complete alignment between shareholders and management teams.

This allows us to make rapid decisions, incite fast transaction turn-around, and be flexible on the funding structure in terms of the requirements of individual transactions.

Industry

Consumer Services (B2C) Electronics Financial Services Telecommunications Fintech Industrial Business Services (B2B) Consumer Products Retail

Principal Partners Funds

Name Type
Questionare
Industry
Questionare
Stage
Questionare
Region
Size AUM Launch date
Principal Partners Fund
Fund of funds
Business Services (B2B)
Consumer Products
Consumer Services (B2C)
Financial Services
Fintech
Industrial
Retail
Seed
Series A
Series B
Africa
$5-10 m
$4 M
November 2015

Contacts

Name
Title
Email
avatar
Saul Greenblatt CEO
CEO
s•••@•••
avatar
Lara Foster Operations
Operations
l•••@•••
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Investment-team contacts for Principal Partners — including verified work emails and LinkedIn profiles — are available to Private Equity List subscribers.
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FAQs about Principal Partners

Principal Partners operates as a fund of funds. It backs companies at Seed, Series A and Series B, writing tickets of $1-5 m.
Principal Partners is located in Johannesburg, Gauteng, South Africa.
Principal Partners was founded in 2010.
Principal Partners invests in companies and startups in Consumer Services (B2C), Electronics, Financial Services, Telecommunications, Fintech, Industrial, Business Services (B2B), Consumer Products, Retail.
Principal Partners invests in companies and startups in Africa.
Principal Partners invests in companies and startups at Seed, Series A, Series B.
Principal Partners usually invests $1-5 m on average.
Principal Partners has around $5m assets under management.
Principal Partners last fund was created/launched in 2015-11-10
Principal Partners can be reached through its website principalpartners.co.za and its LinkedIn page. Its general enquiries address is [email protected]. Cold-mailing a general inbox rarely reaches a partner, so Private Equity List also lists the investment-team contacts for Principal Partners — names, roles, verified work emails and LinkedIn profiles — available on a Pro plan from $129/month (see pricing). Contacts are sourced from the firm's website and LinkedIn and re-verified on a rolling cycle. Spot a stale contact, or none at all? Report it — we re-run that firm within 48h and get back to you.
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Private Equity List re-verifies investor profiles on a rolling cycle, pulling from the firm's own website and LinkedIn rather than a one-off import. This profile was last updated on 16 August, 2026. Something out of date here? Report it — we re-run that firm within 48h and get back to you.