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eBucks dominates with nine accolades including Best Financial Services Programme and Best Overall Long-Term Loyalty Programme
FNB’s leading rewards programme, eBucks, has once again emerged as a standout performer at the 2026 SA Loyalty awards, scooping nine accolades including the flagship Best Overall Long-Term Loyalty Programme.
These awards underscore eBucks’ ability to strategically deliver meaningful value to South Africans through smart partnerships, data-driven innovation, and customer-centric experiences that provide real help to customers lives.
The list of multiple awards received by FNB eBucks at this year’s ceremony include:
- Best Overall Long-Term Loyalty Programme
- Best Financial Services Programme
- Best B2B Programme
- Best Partnership Programme
- Best short-term loyalty marketing campaign
- Best strategic use of data analytics/CRM applications
- Most innovative use of technology for loyalty
- Industry personality of the year: Pieter Woodhatch
- Industry Talent of the year: Bathandwa Mbovane, and Tilene Narainan
Lytania Johnson, CEO of FNB says, “For more than two decades, eBucks has evolved alongside the changing needs of South Africans, helping customers stretch their money further with their everyday banking, while encouraging positive financial behaviours. This recognition reflects the strength of our integrated ecosystem, trusted partnerships and our focus on making a difference where it matters most.
We are proud that our commitment to putting value back into our customers’ pockets continues to draw recognition for industry leadership. Whether it’s saving on groceries, fuel, or travel, we’re committed to making everyday life more affordable and rewarding for our customers.”
Additionally, Pieter Woodhatch, CEO of eBucks Rewards at FNB, was named Loyalty Personality of the Year, recognising his leadership and impact on the industry in evolving the programme to deliver greater relevance and value to customers through innovation, simplicity and value. In addition, Bathandwa Mbovane, Head of FNB eBucks Rewards, and Tilene Narainan, Head of Growth and Partnerships at FNB eBucks Rewards, were jointly honoured as Industry Talents of the Year for 2026, acknowledging their contribution to industry-leading loyalty experiences.
“We are honoured to receive recognition across several categories and proud of the continued impact eBucks is making in the lives of our members. In addition, being 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. These awards belong to our talented teams and millions of eBucks customers whose trust inspires us to keep raising the standard of what a world-class loyalty reward programme can deliver” says Pieter Woodhatch, eBucks Rewards CEO.
Since launching in 2000, eBucks has paid out more than R26 billion in rewards to customers, including R2.4 billion in the past financial year alone, reinforcing its commitment to delivering meaningful value on everyday spend.
“The rewards programme invested R450 million in grocery rewards over the past year, helping customers fill more than 1.3 million grocery trollies. Through our fuel partnership, customers filled over 300,000 tanks of fuel, while eBucks Travel sales reached approximately R1.5 billion, up 16% year on year, supported by our enhanced value propositions,” adds Woodhatch.
“These strong performance data insights highlight the growing relevance of loyalty programmes that supports customers lifestyles while helping customers maximise their spending power and access to valuable lifestyle and travel benefits” he says.
The programme’s continued success reflects its ability to evolve with changing customer expectations while helping to shape the future of loyalty in South Africa.
“A special word of appreciation to our eBucks members who support us and are so passionate around their rewards as well as to our partners who continue to play a critical role in the eBucks programme and the value we deliver for our customers.
We want them to access everyday rewards and benefits, travel including flights and accommodation, multi-partner ecommerce store, supported by 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.
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