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.