By: Lonwabo Mtyeku | Photo Credit: Supplied
Johannesburg, South Africa — FNB has strengthened its position as a global leader in customer rewards and loyalty innovation after its flagship eBucks programme secured three prestigious accolades at the 2026 International Loyalty Awards held in Atlanta, United States.
The globally recognised rewards programme, now celebrating its 25th anniversary, was named Best B2B Rewards Programme Worldwide, Best Global Loyalty Programme/Initiative in Financial Services for the third consecutive year, and Best International Loyalty Programme of the Year in Africa.
The International Loyalty Awards, established in 2010, are regarded among the most respected benchmarks in the global loyalty and customer engagement industry, recognising innovation, customer value and excellence across international markets.
For FNB, the latest wins reaffirm the growing international recognition of eBucks as one of South Africa’s most successful and influential customer rewards ecosystems.
Seen Here: FNB CEO Lytania Johnson. Photo Credit: Supplied
Lytania Johnson said the awards reflect the bank’s ongoing commitment to delivering practical financial value to customers during a period of sustained economic pressure for many South Africans.
“These awards are a powerful affirmation of our commitment to delivering meaningful value to our customers,” Johnson said.
She noted that the bank has deliberately focused on ensuring eBucks rewards remain relevant to the everyday realities consumers face, particularly rising living costs and increased pressure on household finances.
“eBucks continues to play an important role in helping individuals and businesses stretch their money further on everyday essentials,” she added.
The programme has evolved into a fully integrated rewards ecosystem spanning groceries, fuel, travel, lifestyle purchases and financial services, allowing customers to earn and spend rewards across a wide network of partners and services.
Seen Here: Pieter Woodhatch_FNB eBucks Rewards CEO. Photo Credit: Supplied
Pieter Woodhatch described the latest international recognition as evidence of the programme’s long-term relevance, adaptability and customer-centred innovation.
“Being recognised on the global stage for the third consecutive year reflects the strength, relevance and adaptability of the eBucks Rewards programme,” said Woodhatch.
He said the programme’s success is rooted in its ability to simplify customer experiences while rewarding positive financial behaviour and helping customers derive greater value from their everyday spending.
The latest customer data from FNB also reveals shifting consumer behaviour as more South Africans increasingly rely on accumulated rewards to manage monthly expenses.
According to Woodhatch, the past 12 months to March 2026 marked a significant milestone within FNB’s Retail Banking customer base, with the ratio of eBucks spent compared to eBucks earned exceeding 100% for the first time in the programme’s history.
The development indicates that customers are actively drawing down accumulated rewards to support daily spending needs, particularly around eBucks Pay Day on the 15th of each month.
The data highlights the growing role loyalty programmes are playing in strengthening financial resilience for households navigating economic strain and rising living costs.
Since its launch 25 years ago, eBucks has distributed more than R25 billion in rewards to South Africans, positioning it among the country’s largest and most impactful loyalty programmes.
FNB says it expects to deliver more than R2.7 billion in additional rewards and value to customers during the current year as the programme continues expanding its offering and introducing new innovations.
The bank’s latest achievement adds to a growing list of international accolades earned by eBucks in recent years, including Best Long-Term Loyalty Programme Worldwide, Best Use of Technology, and Best Programme in the Middle East and Africa.
The programme was also linked to broader brand recognition after eBucks was named the Strongest Brand in South Africa by Brand Finance in 2024.
Looking ahead, Woodhatch said FNB remains focused on continuously evolving the rewards platform to align with changing consumer needs and financial realities.
“Our ambition is to keep leading and setting the benchmark for loyalty programmes globally, while delivering tangible, everyday value to South Africans,” he said.
As competition intensifies within the banking and loyalty sectors globally, FNB’s latest international success reinforces the growing importance of customer rewards programmes not only as marketing tools, but as meaningful financial support mechanisms integrated into everyday consumer life.
