19 May 2025 : FNB is thrilled to announce that its innovative rewards programme, eBucks, has received four prestigious awards at the 2025 International Loyalty Awards, held in Dubai recently. eBucks has been named the Best Global Loyalty Programme/Initiative in Financial Services for the second consecutive year and, notably, the Best Long–Term Loyalty Programme Worldwide 2025. In addition, the programme was also awarded the International Loyalty Programme of the Year for Africa and the Loyalty Trailblazers' award for Zama Ngubane, eBucks Rewards Head at FNB, which is an accolade that recognises trailblazers shaping the future of loyalty programmes.

These awards recognise excellence and innovation among brands that go beyond expectations to create engaging and customer centric loyalty programmes in their industry.

Since its inception in October 2000, eBucks has paid out over R23.5 billion and has an average earn–to–spend ratio of 96%, with most customers spending their eBucks within 30 days. Over 7.7 million of South Africans continue to rely on eBucks rewards programme to alleviate financial pressures for necessities such as fuel, food, travel expenses, health and beauty, airtime, data and more.

Pieter Woodhatch, eBucks Rewards CEO says, “To be recognised as the ‘Best Long–Term Loyalty Program Worldwide 2025’ amongst other notable honours, by the prestigious International Loyalty Awards is indeed an honour and an acknowledgement of a business that strives for true excellence and customer impact. Recognition of this stature is testament to the talent and an invested team with a great appreciation for making valuable impact on our customers’ lives. Customers experiencing the real tangible value especially through a free programme is testament to the commitment from FNB to its customers.”

eBucks is central to the integrated value we offer our customers across FNB and RMB Private Bank as well as the way we shape behaviour to help our customers better manage their money. “We'll be announcing new ways in which customers can maximise value from the programme over the upcoming weeks. We also look forward to continuing to play a pivotal role in minimising household expenditure of our customers and adding value in a way that matters. Ease of use, as well as finding new ways of giving more value to all customers is our anchor promise.”

Zama Ngubane, adds, “We've made great strides in tailoring our rewards to cater to the real needs of consumers across all income segments through the smart use of consumer insights. For our customers across all life stages and income levels eBucks plays a vital role in helping them stretch their monthly budgets for necessities such as groceries, airtime, fuel, clothing, and travel & transport including bus, flights and car hire. Over the past two decades, we've demonstrated the tangible impact of our programme on our customers' lives, and we remain dedicated to evolving our approach to meet customer needs along with our behavioural objectives.”

The latest tranche of accolades extends eBucks' list of awards over the past couple of years. Previously, eBucks received the Best Loyalty Benefits in a Financial Product at the 2024 International Loyalty Awards and three accolades for the Best Use of Technology (2022 & 2023), Best Programme in Middle East 7 Africa (2022 & 2023) and Best Long–Term Rewards programme (2023).

“As eBucks approaches its 25^th anniversary, we are proud of the meaningful contribution that eBucks rewards continues to make with tailored value–added solutions alleviating the financial pressure for our customers. Valuable partnerships and new ways to unlock more value for customers is the centre focus for us at eBucks. Being recognised for this on the international stage is such an honour for eBucks, FNB and the team. The evolution of the programme attests to our brand purpose of ‘help’ and we're looking forward to adding more value to our customers throughout the course of 2025,” concludes Woodhatch.

ENDS//