FNB’s eBucks PayDay is marking its first anniversary with a significant increase in customer engagement. The rewards platform recorded 20.7 million app interactions on the 15th of the month, up from 12.7 million when it launched a year ago.
The platform now attracts more than 700,000 unique app users on PayDay, compared with 524,000 at launch. The growth highlights how customers are using rewards, discounts and personalised offers to seek greater value from their everyday spending.
Launched to help customers make more of their reward payouts, eBucks PayDay has become an important part of FNB’s rewards offering. Its anniversary comes as South African households continue to face pressure on their budgets and look for practical ways to stretch their money further.
Clicks and Takealot Lead Spending Growth
Customer activity across eBucks PayDay partners shows how the platform is being used for both essential purchases and discretionary spending.
Clicks and Takealot emerged as the most popular PayDay destinations. Combined spending at the two retailers grew by 30% to more than R640 million when comparing the two 12-month periods.
Clicks recorded a 7% increase in transactions, while Takealot saw transactions rise by 39%.
These figures point to growing use of the platform across health and beauty shopping, household essentials and online retail.
Engen Sees eBucks Spending Rise to R10.7 Million
Fuel spending also contributed to the platform’s performance.
At Engen, annual eBucks spending increased by 39% to R10.7 million. Transactions grew by the same percentage, reaching more than 26,000.
The results demonstrate how customers are using rewards-linked benefits across everyday expenses, including filling up their vehicles.
Bathandwa Mbovane, Head of eBucks Rewards at FNB, says the growth reflects the relevance of the platform during a challenging economic climate.
“When we launched eBucks PayDay a year ago, our ambition was simple: to provide customers with real help at the moment they need it most,” says Mbovane.
She explains that customers are looking for practical ways to make their money work harder as the cost of living continues to put pressure on household budgets.
By bringing rewards, savings and personalised offers together around payday, FNB aims to help customers get more value from their everyday spending.
Online Shopping Drives More PayDay Activity
Online retail remains another important part of the eBucks PayDay story.
Superbalist recorded a 34% increase in PayDay spending to more than R37 million, while transactions grew by 26%.
Discounts through the eBucks Partner Shop on eBucks PayDay reached R18 million. According to FNB, this was three times the value recorded on Black Friday in 2025.
The figures underline the role of online shopping and partner discounts in the platform’s growing appeal.
A Rewards Platform for Everyday Needs
FNB says customers are increasingly using eBucks PayDay across a broad range of spending categories, from fuel and healthcare to groceries, online shopping and lifestyle purchases.
For Mbovane, this range of activity highlights the value of having a diverse partner network.
The platform gives customers more opportunities to use their benefits on purchases they already make, whether they are shopping for essentials, filling up at a petrol station or buying products online.
She adds that the bank will use insights from the first year to improve the experience, with a continued focus on relevant offers, personalised rewards and seamless digital services.
“The first year of eBucks PayDay has shown that customers respond to practical benefits that fit naturally into how they already spend,” says Mbovane. “We will use these insights to keep improving the experience and deliver relevant support as customer needs evolve.”
Mark the 15th on Your Calendar
As eBucks PayDay enters its second year, FNB is encouraging customers to make the 15th of every month a regular date to explore available rewards and savings.
Customers can visit the FNB App and eBucks digital channels to discover personalised offers, exclusive deals and opportunities to get more value from their banking relationship.
With app interactions rising from 12.7 million to 20.7 million in a year, eBucks PayDay’s first anniversary reflects growing customer engagement with rewards and discounts designed around everyday spending.
