LONDON, June 22, 2012 /PRNewswire/ --

first direct has been named Best Financial Services Provider by Which? for the third year in a row.

The awards publicly recognise and celebrate the very best businesses in the UK that consistently get it right for consumers and the bank fought off stiff competition from The Co-op, Yorkshire Building Society and John Lewis to take the prized award.

Mark Mullen, Chief Executive of first direct said, 'Though it sounds a little big headed, we win more than our fair share of awards but a Which? award is something special.  It's voted for by Which? members, consumers who actually use the services of the company they're voting on and they've voted for us because they simply believe we are the best at what we do.

'I really can't begin to say how proud I am for us to have won the award and for the third year in a row. It's all about every individual at first direct and their dedication to making sure our customers are happy and their banking is sorted so that they can go and do what's important in their lives.'

Which? Chief Executive Peter Vicary-Smith said:

'first direct offers its customers what they want - good products and services as well as clear information. They have shown they can deliver these year after year, with their loyal customers consistently reporting high levels of satisfaction. And our researchers agree, awarding this company Which? Recommended Provider status in all of the sectors it operates in.'

Notes to Editors

1 The Which? Awards 2012 were held at Kings Place in London and co-hosted by TV presenter Natasha Kaplinsky and Which? chief executive Peter Vicary-Smith.

2 The Which? Awards 2012 Best Financial Services Provider shortlisters were:

.    first direct

.    John Lewis/Waitrose

.    The Co-operative Bank

.    Yorkshire Building Society

.    Capital One

3 Which? recognises businesses that have achieved positive change and deliver excellent products and services that score highly in our research and testing. We award businesses across a wide range of sectors from cars to retailers, banks to energy companies, and home appliances to local businesses. The Which? Awards are completely independent and businesses can't put themselves forward to win an award.

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first direct facts

• Winner of the Which? Best Financial Provider award 3 years running
• Top financial institution in the Which? Customer Satisfaction Survey with an all-time high of 93%
• Ranked first in the Retail Banking Satisfaction Study by J D Power & Associates for two years running
• Recently (Feb 2012) received 90% customer satisfaction in a survey carried out by  MoneySavingExpert.com

first direct provides both telephone banking and online banking services to its 1.2m customers. It offers a full range of personal banking products including its award winning Current Account and offset mortgages.

SOURCE first direct