FNB eBucks update
FNB’s loyalty rewards programme eBucks has continued to record substantial growth in 2026, with points payouts and usage rising.
That is according to FNB eBucks CEO Pieter Woodhatch, who provided MyBroadband with an update on the programme’s performance in 2026.
eBucks is one of South Africa’s top rewards schemes in terms of usage and payouts. It has nearly eight million customers, of which 87% are actively using the programme.
Since the programme’s inception in 2000, FNB has paid out more than R25 billion in eBucks to customers. Around 95% of eBucks values are redeemed within the month of being earned.
In 2025, eBucks rewarded customers with R2.3 billion in value, reflecting a 9% increase year-on-year and outpacing inflation. Year-to-date, eBucks rewards to customers increased by 3% in value.
That is forecast to increase to 4% by the end of FirstRand’s current financial year, which will conclude on 30 June 2026.
Woodhatch gave several specific examples of eBucks features and partners seeing increased usage in the current year:
- Average values of Starbucks, Kauai, Wimpy, and The Entertainer, as well as discounts, have been increasing year-on-year.
- 30% increased usage of R25, R50, and R100 grocery vouchers in February 2026, compared to the previous cycle.
- 60% year-on-year increase in discounts through the eBucks Partner Shop.
Woodhatch said that eBucks has become a behaviour-shaping engine. “We’re intentional about how and why we reward,” he said.
“Whether it’s choosing safer ways to transact, engaging more deeply with digital banking, or maintaining healthy banking behaviour, the programme helps customers build long-term financial confidence.”
He added that FNB had gained valuable insights with eBucks over time, including that customers responded to value that is immediate, relevant, and integrated into their everyday lives.
“Further insights now drive personalised rewards, partner strategy, and operational decisions across FNB’s ecosystem, ensuring eBucks remains relevant, impactful and behaviour-led.”
“The ultimate north star metric is to deliver meaningful, measurable value within the programme to partner, bank and customers while encouraging positive financial behaviour.”
Significant changes in 2025
While FNB typically makes changes to its eBucks Rewards programme in June or July each year, it implemented significant alterations to the programme on two additional occasions last year.
The most recent was a second adjustment to the levelling criteria in November 2025, which caught many loyal eBucks users off guard.
Among the key changes was reducing the levelling points customers could earn with habits that were effectively free, including virtual card use and engagement with two sections in the mobile app.
At the same time, it added more potential levelling points for those with FNB Customised Insurance products.
One improvement was extending the discount on flight tickets booked through eBucks Travel to apply to the full ticket price, rather than just the airfare.
Woodhatch said that customers’ usage of that benefit has been excellent since the change, with a 16% year-on-year increase in the number of customers using their eBucks discount when booking travel.
The other major adjustment came earlier in the year, when FNB and Shoprite ended their partnership that allowed eBucks users to earn and spend points at Checkers and Shoprite stores, as well as on Sixty60.
Standard Bank became Shoprite’s new partner, while FNB switched to Pick n Pay and increased the percentage of eBucks earned to as much as 30% when using the Asap! app.
Pick n Pay omnichannel executive Enrico Ferigolli recently told MyBroadband the offering has been well received and has driven strong year-on-year growth in sales to FNB users at the retailer.
Woodhatch said the eBucks team was excited for the year ahead and the launch of many new offerings to FNB clients that will drive further engagement and enablement of their financial health.
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