If Standard Bank’s UCount Rewards were a person, it would be turning 13 this June – a teenager already punching above its weight.
Over the past 13 years, UCount Rewards members have earned more than R10 billion in rewards, with Reward Points earned by members accelerating in recent years. In the 12 months to April 2026 alone, members earned over R1.1 billion in Rewards Points. The accelerated rewards earn rate has been driven by the addition of Rewards Retailers that customers already shop at. Changes to the Fuel Rewards category to better respond to fuel price spikes, have helped members earn more Rewards Points back on essential spending, contributing to overall growth in Rewards Points earned.
Importantly, this value isn’t just sitting idle. Of the R10 billion earned, members have already redeemed more than R8.5 billion – a clear sign of the programme’s relevance. “This tells us that UCount Rewards deliver meaningful everyday saving that members actually use,” says Fayelizabeth Foster, the Head of Loyalty and Rewards at Standard Bank.
This strong relevance has also been recognised by the industry, with UCount Rewards ranked as the second most “loved” loyalty programme in the 2025/26 South African Loyalty Landscape Whitepaper.
In just over a decade, UCount Rewards has grown into one of South Africa’s most widely used and trusted rewards platforms. With more than 1.6 million members today, its growth reflects its ability to deliver real value where customers need it most.
Member engagement accelerated further in 2025 with the introduction of its partnership with the Shoprite Group, offering up to 40%* back in Rewards Points on groceries and everyday purchases at Shoprite/Checkers Sixty60 and in-store at Shoprite and Checkers. By targeting one of the biggest household expenses, this strategic partnership delivers immediate, practical savings for UCount Rewards members.
“The improvements we’ve made over the past few years have been guided by real insights into how rising living costs are changing the way our members spend and where they need the most support. It’s clear that those decisions have transformed UCount Rewards into a powerful tool that helps members stretch their money further every day,” adds Foster.
13 Years of Rewards Redemption: What the Trends Show
UCount Rewards has always aimed to help South Africans stretch their rands by earning rewards on everyday spending. Members earn Rewards Points when they buy groceries, fuel and other everyday purchases. But how are they actually using those Rewards Points?
- Compared to the early years of the programme, there’s been a 22% increase in members using their Rewards Points within the first 10 days after payday. This shows that many members are using their rewards to ease pressure on their monthly budgets, rely less on credit, and better manage their cash flow.
- When members redeem using their UCount Rewards Card, most of that spend goes towards essentials, especially groceries and fuel. This trend has stayed consistent for years.
- Fuel remains the biggest category for redemptions, making up more than 30% of the total value redeemed, showing just how important fuel savings are for many households.
- In the past 12 months, approximately 25% of redemption value has gone towards groceries.
- Members are also increasingly redeeming their Rewards Points into savings and investments. This shows a balanced approach, with members using rewards both for immediate needs and longer-term financial goals.
- Gauteng has the largest share of UCount Rewards members, accounting for 48% of both Rewards Points earned and redeemed.
- The Western Cape and KwaZulu-Natal follow, each making up 17% of the member base. The Western Cape contributes 22% of rewards earned and 21% of redemptions, while KwaZulu-Natal accounts for 16% of both.
Foster says that as UCount Rewards enters its next phase, its focus remains on helping South Africans get even more value from their everyday spending. “In times where every rand counts, we want UCount Rewards to act as a practical financial companion. We’ll continue improving our benefits and responding quickly to member needs to deliver real savings on essential expenses.”
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