first direct was the first telephone bank when it launched on 1 October 1989. Operating 24/7/365 - it has not closed its doors since. The bank also provides internet banking and text message banking. Despite having no branches first direct is well known for pioneering amazing service, winning several awards including; Moneywise Awards 2010, Most Trusted Financial Provider; Satmetrix Customer Loyalty Awards 2010; Which? Money Awards 2010, Best Financial Provider. The direct bank provides a range of award winning products including its 1st Account and repayment and offset mortgages. In 2009 alone first direct's mortgages appeared in the Best Buy tables 1347 times, second only to its parent company HSBC. key facts and figures first direct has 1.16 million customers 950,000 of them use Internet Banking 420,000 customers use SMS message banking. first direct sends around 3.5 million text messages to customers every month first direct employs 3,200 people in 2,700 FTE roles at two sites, in Leeds and Hamilton (near Glasgow) 44% of first direct's sales are via e-channels More than 1 in 4 of first direct's customers join because of personal recommendation Over 89% of customer contact with first direct is electronic first direct handles around 157,760 telephone calls every week first direct takes over 29,000 calls a day outside working hours first direct takes over 1,700 calls a day from abroad first direct has been in profit every year since 1995