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first direct romps to victory with 13 Moneywise Awards including Most Trusted Financial Company

18 Jun 2010

Last night at the Moneywise Customer Service Awards direct bank first direct was named the UK's most trusted financial brand in 2010, according to research by Moneywise magazine.

The overall winner first direct was widely praised in the survey. One satisfied customer said:  "Best customer service around and they are always there on the end of the phone - my husband even phoned them on Christmas day to wish them Merry Christmas. They speak to you more as a friend than someone who is an inconvenience!"

Natalie Cowen, Head of Brand at first direct said: "It was a fantastic night for us after a difficult period for the industry and in the face of stiff competition - the awards are a real testament to the strength of our brand and dedication of our people."

The winners of the Moneywise Customer Service Awards 2010: Who Can You Trust? came on the back of the largest dedicated customer service survey held in the UK and were voted for by consumers.  From January to March 2010 more than 10,000 responses were received and used to identify those companies, which offer the best service and those, which are most trusted to provide these services, according to the British public.


Notes to editors:

For further information please contact Amanda Brown on 01132 766700 or or Rebecca Hirst on 01132 766899 or  

Moneywise Awards for first direct in 2010


  • Most trusted financial company
  • Best credit card overall service
  • Best mortgage customer service
  • Most trusted credit card provider
  • Most trusted mortgage provider
  • Most trusted savings provider
  • Most trusted cash ISA provider
  • Most trusted travel insurance provider

Highly commended

  • Best cash ISA provider for service
  • Best current account service overall
  • Best savings account for online service
  • Best personal loan provider for service
  • Most trusted personal loan provider

About first direct

first direct has also recently won the coveted 2010 which? Award for Best Financial Services Provider.

first direct is a division of HSBC Holdings plc. HSBC Holdings plc, the parent company of the HSBC Group, is headquartered in London. The Group serves customers worldwide from around 9,500 offices in 86 countries and territories in Europe, the Asia-Pacific region, the Americas, the Middle East and Africa. With assets of US$2,527 billion at 31 December 2008, HSBC is one of the world's largest banking and financial services organisations.

HSBC is marketed worldwide as 'the world's local bank'.

About Moneywise

 Moneywise is Britain's best selling personal finance magazine and it has a website

The Magazine has an ABC audited circulation of 23,028 (Jan-Dec 2009). In addition, the service now reaches over 120,000 unique users a month and records 400,000 page impressions monthly.

The winners and runner-ups of the Moneywise Customer Service Awards: Who Can You Trust 2010 can be found at

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