Financial exclusion has been shown to have negative socioeconomic effects on citizens, especially at the bottom of the economic pyramid. South Africa suffers from high levels of financial exclusion, disproportionately at the bottom of the pyramid. This study investigates nine factors identified from the literature as being positively associated with financial exclusion using a logistic regression model. The findings show that the most significant factors associated with being financially excluded at the bottom of the pyramid in South Africa were educational level, primary source of income, age, home language and number of dependents. The study further found that gender, relationship status and home ownership were not associated with being financially excluded. An interesting finding was that living in a rural area as opposed to an urban area was not significantly associated with being excluded. The findings and their implications for expanding financial inclusion at the bottom of the pyramid are discussed.