first direct

BankingEngland, United Kingdom501-1000 Employees

First Direct is a UK-based bank located at 40 Wakefield Road, Leeds, England LS98 1FD, United Kingdom, with between 501 and 1,000 employees. It serves more than 1.7 million customers and offers a full range of personal banking products, including current accounts, savings, cards, mortgages, loans, and insurance, delivered through mobile, online, and telephone channels. The bank emphasizes a human-centered service model, providing 24/7 telephone support with real people rather than automated systems. First Direct has a history of digital banking innovation, starting the always-open service in 1989 and introducing PC Banking (1997), Text Messaging Banking (1999), Internet Banking (2000), and being the first UK bank with a Twitter account. Recent activity includes a 2025 perks programme, a partnership with the charity Surviving Economic Abuse UK, and the introduction of differential pricing for different buyer types in January 2025.

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