Mobile #1 Channel For First Direct Customers

Mobile banking is now the number one channel of choice for first direct customers.

More first direct customers are using the app on their smartphone rather than their computer to manage their current accounts. The switchover took place in August and was confirmed in September’s figures.

On average, first direct’s customers interact with the bank through digital channels (app and browser) around 25 times more than telephony each month.

The trend towards mobile banking has been increasing rapidly, with industry predictions suggesting 2019 will be when app usage overtakes online (desktop) in the UK*.

Joe Gordon, Head of first direct, said:

“first direct continues to be a pioneer of seamless, secure, and intuitive banking. Our customers want an omni-channel approach to banking but they’re now choosing the app as their primary way of managing their accounts.”

“Mobile offers our customers more and more functionality, and we’re seeing a rapid migration towards mobile becoming the digital channel of choice. We’re seeing fewer calls per customer, but we’re always there with real people to help with complex queries.”