Founded originally as Finance24, the site was renamed Fin24 five years ago and aligned with the rebranded print contemporary in the group - Finweek.
According to FinMedia24's digital business manager, Hayley Goodwin, the growth in Fin24's reader numbers is attributed to a number of strengths.
"Three years ago David McKay was appointed editor of Fin24 and his vision was to change Fin24 from being a news aggregator to the leading provider of independent news as produced by a newsroom in Johannesburg," she explains.
"This vision was to include an integrated newsroom that would see all the journalists from Finweek, Fin24.com, Sake24.com, Sake24 and Miningmx.com converge to produce content for a number of titles in the group across a multitude of platforms.
"Two years ago, we made changes to the editorial direction, which enabled us to grow reader loyalty, with content that is valuable and relevant to our readers. This has been produced by a dynamic team with strengths in a number of complimentary areas, as well as a management team that was determined to invest in Fin24 over the years," she says.
A significant portion of the traffic that Fin24 gained was also as a result of the site's affiliation to the 24.com group, and particularly News24, which is South Africa's largest general news website.
"There's no room for complacency," Goodwin adds. "We always strive to be innovative in our news and data services, and ensure that we drive as much value as possible for our readers, which has really paid dividends - especially over the last year."
"We have some very exciting changes planned in the coming months, which we're confident will excite and engage our readers."
From an advertising perspective, Goodwin says that Fin24 has seen an increase in the past three months of clients coming to the site with innovative online ad placement and delivery requests.
"It's encouraging because clients are no longer deciding whether they want to be online but rather are focusing on how to make their online advertising stand out," Goodwin says.
"They're also giving their agencies scope and budget to be more creative in their online campaigns. I think this kind of competition is great for online advertising as a whole in SA," she says.