FNB eBucks wins top recognition for industry innovation at SA Loyalty Awards 2025
First National Bank’s (FNB) flagship rewards programme eBucks has once again proven its pre-eminence in the South African loyalty landscape. Securing seven major accolades at the 2025 South African Loyalty Awards held in Cape Town, recently. These wins underscore eBucks’ ability to strategically deliver meaningful value to South Africans through smart partnerships, data-driven innovation, and customer-first design.
The list of awards scooped up by FNB eBucks at this year’s ceremony includes:
- Best Long-Term Loyalty Programme
- Best Programme: Financial Services
- Best Programme: B2B
- Most Innovative Use of Technology for Loyalty
- Best Partnership Programme
- Best Short-Term Loyalty Marketing Campaign for the eBucks x Pick ‘n Pay Burger Friday Campaign
- Industry Talent Award for Pieter Woodhatch, CEO of eBucks Rewards
FNB CEO, Harry Kellan says, “Over the past 25 years, FNB has built a reliable, loved, and trusted offering with eBucks. We are proud that our innovation and obsession with putting value back into our customers’ pockets continues to draw recognition for industry leadership. The 2025 SA Loyalty Awards accolades speak to our belief that loyalty should be about real help and real impact, not just rewards. That’s why, through eBucks, we empower our customers to make better financial decisions and stretch their budgets in ways that matter. Whether it’s saving on groceries, fuel, or travel, we’re committed to making everyday life more affordable and rewarding.”
As the leading South African rewards programme, eBucks has paid out more than R24 billion in rewards to customers since its launch 25 years ago, and FNB recognises that none of this would be possible without the bright minds that make up eBucks teams and the exceptional leaders guiding them.
“To be honoured across so many categories, and to be personally recognised under the Industry Talent category, is a testament to the incredible team behind eBucks as well as the trust our customers place in us. Our primary focus will remain on evolving the programme to meet the changing needs of South Africans and delivering value to customers, especially in challenging economic times. As a bank, we’re passionate about delivering exceptional customer experiences and service. And our promise is simple: ease of use, real value, and helpful rewards that make a real difference to the lives of our customers,” says eBucks CEO Pieter Woodhatch.
In the past financial year alone, eBucks has paid out R2.1 billion, with travel sales growing to R1.4 billion up 16% year on year, and it continues to play a crucial role in helping its members manage their essential expenditure and free up much needed cashflow to supplement earnings for other priorities in their households. “My thanks go to our partners who play a critical role in the eBucks programme and the ecosystem we deliver for our customers. We’re determined to continue finding ways to enable our members to earn and spend their eBucks by providing tips, tools, benefits and relevant partners to the programme. With powerful tools on the FNB Banking App such as ‘Track My Rewards’ and ‘Earn More eBucks’, members can easily track their current banking behaviour to see how they can keep moving up reward levels and earn more eBucks, helping them stretch their rands even further in these tough economic times,” Woodhatch concludes.