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First Direct is a British retail bank and a subsidiary of HSBC. It was established in 1989 and is known for being the first bank in the UK to offer 24/7 telephone banking and for its commitment to excellent customer service. First Direct has consistently ranked highly in customer satisfaction surveys and has won numerous awards for its service. The bank offers a range of financial products and services including current accounts, savings accounts, mortgages, loans, and credit cards. It also provides online and mobile banking services, making it easy for customers to manage their finances on the go. First Direct prides itself on its straightforward and transparent approach to banking, aiming to make banking as simple and hassle-free as possible for its customers.