By: Lonwabo Mtyeku Photo Credit: FNB
Seen Here: Ester Ochse, Product Head at FNB Integrated Advice. Photo Credit: FNB
Johannesburg, South Africa — As fuel prices continue to climb under the weight of global supply chain pressures and geopolitical uncertainty, eBucks is emerging as a critical buffer for South African consumers, unlocking R418 million in fuel value over the past 12 months.
The savings, realised through the programme’s long-standing partnership with Engen, reflect a combination of R241 million earned back in rewards and a further R177 million spent directly by customers to offset fuel costs—offering tangible relief at the pump during a period of sustained price volatility.
Fuel remains one of the most inelastic household expenses, with limited scope for consumers to reduce usage. Against this backdrop, rewards-based savings mechanisms are becoming increasingly relevant in managing monthly budgets.
“With fuel, every rand and every litre counts,” said Pieter Woodhatch, CEO of eBucks Rewards at First National Bank. “Our data shows that eBucks continues to make a real, measurable difference for our customers’ pockets.”
According to Woodhatch, the scale of savings achieved is significant in practical terms. The rewards earned at Engen alone equate to approximately 424,000 full fuel tanks—illustrating how incremental savings can accumulate into meaningful financial relief for households.
The programme’s structure, which offers up to R8 back per litre depending on customer tier and behaviour, is designed to incentivise consistent usage and brand loyalty. This is evident in customer trends, with more than 54% of eBucks members choosing to fuel exclusively at Engen, while over 850,000 customers earn fuel-related rewards each month.
However, the data also points to untapped potential among users who do not fully optimise their benefits.
Seen Here: Pieter Woodhatch, FNB eBucks Rewards CEO. Photo Credit: FNB
“We’ve been very generous with our monthly fuel caps, especially now as prices have increased significantly,” Woodhatch explained. “Customers who don’t reach their cap may be leaving value on the table—simply by not concentrating their fuel spend or fully utilising the programme.”
For example, Premier-tier customers have a monthly fuel cap of R2,000 but typically spend around R1,200, indicating a gap that could translate into additional savings if leveraged effectively.
From a broader financial planning perspective, fuel remains one of the most visible and persistent cost pressures on consumers. Ester Ochse, Integrated Advice Product Head at First National Bank, notes that fuel price increases tend to have a prolonged impact on household budgets.
“Fuel is something most people can’t easily cut back on, which is why price increases are so noticeable. When global events push fuel prices higher, the impact tends to be felt for longer—not just for a month or two,” she said.
Ochse emphasised the importance of leveraging available tools to mitigate these costs.
“In times like these, small, consistent savings really add up. Using rewards or programmes that help lower everyday costs can ease pressure on household finances and free up money for other essentials.”
To maximise value, eBucks is encouraging customers to adopt a more strategic approach—consolidating fuel purchases at Engen, tracking monthly caps, ensuring eligibility for rewards, and using accumulated eBucks to reduce cash expenditure at the pump.
The broader implication is clear: as macroeconomic pressures persist, consumer behaviour is increasingly shifting toward optimisation—seeking efficiencies in everyday spending rather than relying solely on income growth.
For eBucks, the R418 million milestone is not just a performance metric but a signal of growing relevance in a constrained economic environment.
“Fuel may be unavoidable, but the impact on household budgets doesn’t have to be,” Woodhatch concluded.
As South Africans continue to navigate rising living costs, programmes that translate loyalty into real monetary value are becoming more than just incentives—they are fast becoming essential financial tools.
