FNB Premier turns 25 with R5 billion in Rewards

FNB Premier customers have earned over R5 billion in eBucks since the loyalty program launched in 2000, and over 90% of customers now bank digitally.

The segment is made up of professionals earning between R300 000 and R750 000 annually and over the years.

These are some of the stats shared by FNB as its Premier customer based recently celebrated its 25th anniversary.

Additional data shared by FNB, such as 8 million app logins per month, averaging 40 per customer, and 81% of users transacting via the app, show a pattern of consumers turning into digitally savvy individuals focusing on long-term well-being, it says.

To back this up, its findings show that over 50% of the Premier base actively save and invest, while 53% customised their FNB app home screens.

FNB says customers use in-app tools like Smart Budget and Integrated Advice, and its Nav platform to track their net worth, credit health and financial goals in real time.

In terms of travel benefits, R35 million worth of travel discounts have been redeemed between 2024 and 2025 alone, while 117 000 Slow Lounge visits and 50 000 flight bookings were made in the past year.

FNB’s Personal Core Banking Product Head Garth Keshwar says FNB Premier serves a generation that is aspirational, responsibility driven, and seeking financial confidence in a volatile economy.

“Our data tells the story of their resilience and adaptability. Even though these customers are navigating pressures, they are still finding ways to save, invest, and create value in their everyday lives,” says Keshwar.

“Digital banking is now an everyday habit, not a convenience,” he adds. “Customers want visibility, control, personalised insight and security.”

eBucks earn data reveals that, over the past 25 years, fuel has been the highest at 41%, followed by grocery at 35% and then health & beauty.

When it comes to spend over the same period, the categories driving this is lifestyle, including travel like flights, bus tickets and car rentals, followed by eBucks partner store purchases, like Superbalist, Mr D, Netflorist, Yuppiechef with 44% spent on Takealot.

“The story of South Africa’s aspirational middle class is one of perseverance,” Keshwar concludes. “Even in challenging conditions, they’re finding ways to grow and move forward. Our role is to partner with these clients on their journey and to make this growth sustainable.”