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first direct pioneers new welcome gift for switchers

24 Apr 2018

first direct is taking the lead in moving away from cash-based switching incentives

From today (24 April) first direct is once again shaking up the current account switcher market by enabling new customers to choose from a wide range of items and experiences as a hello gift.

first direct ’s long-running cash joining incentive has evolved into a switcher gift for new customers, giving them the option to choose from the latest tech, travel vouchers, or a wide range of high-quality self-development courses*.

Research into typical first direct customers shows they put a far higher premium on new experiences than they do on cash. Travel and the opportunity to try new things both resonate much more with this group, and sit well alongside first direct ’s reputation for being the most digitally advanced and customer-service focused bank in the UK.

Joe Gordon, Head of first direct , said: “We believe the time is right to shake up the switcher market; just like we did all those years ago when we were the first to introduce cash as a joining incentive.

“Typically, first direct ’s customers are digitally-savvy and entrepreneurially-minded, choosing to bank with us for our pioneering tech and award-winning customer service. From them we know cash into your account when you join is great, but it can get lost on day-to-day spending. These new incentives will start our relationship off on a more personal level, offering something that can be enjoyed over a longer period of time.”

The first direct ‘switcher gift’

New first direct customers will be offered a choice from:

Up to 300 online self-development courses**:

The courses have been specifically chosen to appeal to lifestyle profile of first direct ’s typical customers.

They include courses which could help customers with their own business ventures; for example, a course in Ultimate Graphic Design, Marketing with Google and YouTube,

Or they could start them off in an interest they may have such as the art of travel photography or even a Bartending & Drink Mixologist masterclass.

A £150 Expedia e-voucher:

This credit gives customers the freedom to pay for: hotel bookings, package holidays, or an activity.

It offers ‘split payment functionality’; so customers can pay using the e-voucher and their own funds if they wish.

A choice of gadgets:

Bose Soundsport wireless earphones

Bose on-ear wireless headphones

Amazon Echo Spot

Fitbit Charge 2 Special Edition

Polaroid One-Step-i-type camera and film

Bose Soundlink2 Bluetooth speaker – MSM exclusive


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