As FNB Premier celebrates its 25th anniversary, new insights from the bank’s customer data reveal a compelling story of financial evolution among South Africa’s middle-income earners. The analysis highlights how professionals earning between R300,000 and R750,000 annually have transformed from cash-reliant consumers into digitally savvy, value-driven individuals focused on long-term financial wellbeing.
“Launched in 2000, FNB Premier is among the first banking solutions designed for the aspiring middle income group in South Africa. Today, it 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 FNB Personal Core Banking Product Head Garth Keshwar.
25 Years of FNB Premier in numbers:
- R5 billion in eBucks earned since inception
- 90%+ of customers now bank digitally
- 8 million FNB App logins per month (40 per customer)
- 81% transact primarily via the FNB App
- 53% customise their App home screens
- 50%+ actively save or invest
- R35 million in travel discounts redeemed (2024–2025)
- 117,000 SLOW Lounge visits and 50,000 flight bookings in the past year
Digital is the default
With over 90% of FNB Premier customers banking digitally, the FNB App has become a central hub for financial management. Customers log in more than 8 million times monthly averaging 40 logins per person. Beyond transactions, 44% engage with personalised “Just for You” insights, and 35% act on real-time security alerts.
“Digital banking is now an everyday habit, not a convenience,” adds Keshwar. “Customers want visibility, control, personalised insight and security.”
Savings and financial wellbeing
Over half of FNB Premier customers actively save or invest, supported by in-app tools like Smart Budget and Integrated Advice. Platforms such as Nav» Money, Nav» Car, and Nav» Home help customers track their net worth, credit health, and financial goals in real time.
Customers who regularly engage with these tools show lower default risk and stronger long-term wealth growth. “We’re helping customers build financial confidence one decision at a time,” Keshwar adds. “Our goal is to make progress accessible, transparent, and measurable.”
Rewards that reflect real life
Over the past 25 years, FNB Premier clients have earned over R5 billion in eBucks Rewards, much of it through everyday essentials, and spent R4.5 billion in eBucks. What is clear is that, while this aspiring middle income group earns most of its rewards through the purchase of everyday essentials (like fuel and groceries), they tend to spend most of their rewards on lifestyle items like travel and shopping.
The data shows, for example that the category driving the highest eBucks earn rates for FNB Premier customers over the past 25 years has been Fuel (41%), followed by Groceries (35%), then Health & Beauty. Meanwhile, the categories driving the highest eBucks spend rates among FNB Premier customers over the past 2.5 decades were Lifestyle, which includes Travel (e.g., flight bookings, bus tickets, car rentals) and eBucks Partner store purchases (e.g., Superbalist, MrD, NetFlorist, Yuppiechef) with 44% of all eBucks spent at Takealot.
“In the past year alone, FNB Premier customers redeemed R35 million in travel discounts, made 117 000 SLOW Lounge visits, and booked 50 000 flights using eBucks. The pattern is clear. Rewards aren’t about indulgence. They’re a financial relief mechanism and a way for customers to stretch their rands further where most needed and enjoy their lives when desired,” says Keshwar.
Empowering financial growth through credit
FNB Premier’s credit card solutions are designed to support responsible financial behaviour. Customers benefit from up to 55 days of interest-free credit, flexible repayment options, and preferential rates on essential expenses like medical costs.
“Since launching this offering in 2017, we’ve helped customers save approximately R4 million in interest,” says Thabiso Tshabalala, FNB Credit Card Product Head. “This reflects the tangible value of thoughtful credit design.”
Built-in protections such as Automatic Debt Protection and Purchase Protect, along with complimentary travel insurance and secure virtual card transactions, further enhance financial resilience. “Our holistic approach to credit is about more than access to funds, it’s about enabling long-term wealth creation,” Tshabalala adds.
A portrait of financial progress
Twenty-five years on, FNB Premier continues to serve South Africa’s most aspirational earners. These are customers who balance modern lifestyles with real-world pressures. Their behaviour reflects a broader national trend: digital fluency, disciplined saving, and careful credit use amid rising costs.
"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.”
