First Direct is a telephone and internet-based retail bank in the United Kingdom, a division of HSBC Bank plc. first direct has headquarters in Leeds, West Yorkshire, England, and has 1.25 million customers. It maintains a reputation for superior customer service, awarded Most Trusted Financial Provider by Moneywise, and first place in the 2015 Which? customer service survey.First Direct is based at two call centres in Stourton (Leeds) and Hamilton, South Lanarkshire, Scotland.