The launch of the ‘first direct perks’ programme represents a significant new initiative from the UK-based digital bank, first direct, aimed at rewarding its customer base with a variety of discounts, freebies, and benefits. Announced in July 2025, this programme is designed as a one-stop-shop for rewards, offering exclusive access to deals from a wide range of partner brands. The programme is exclusively available to first direct customers, who can register via the bank’s mobile application or a dedicated registration page. The current offers include a mix of discounted tickets, retail discounts, energy switching credits, and travel vouchers, with the bank indicating that giveaways and prize draws are forthcoming. This development is part of a broader strategy by first direct to enhance customer loyalty through preferential rates on financial products and now, tangible retail rewards.
The ‘first direct perks’ platform was launched to provide a structured and accessible way for the bank’s two million customers to access benefits. According to the bank’s Chief Executive Officer, Chris Pitt, the programme is a response to customer feedback and a commitment to pioneering excellent service. The launch was met with immediate popularity, with the bank reporting that thousands of discounts, freebies, and benefits were redeemed within the first few days, and tens of thousands of customers had already registered. This rapid uptake underscores the value placed on such reward programmes by consumers seeking tangible benefits from their banking relationships.
Understanding the first direct perks Programme
The ‘first direct perks’ programme is an online platform accessible to registered first direct customers. It aggregates offers from various partner brands, presenting them in a single location. The programme’s structure is designed for ease of use, allowing customers to browse and select offers that suit their interests, whether in entertainment, retail, energy, broadband, or travel.
A key feature of the programme is its exclusivity. Access is gated behind customer registration, which can be completed either through the first direct mobile banking app or via a specific online registration page. This ensures that the benefits are reserved for the bank’s existing customer base, functioning as a loyalty incentive. The programme is positioned not as a one-off promotion but as an ongoing feature, with the bank committing to continuously building on the offers available. The current range of offers is described as being from “some of the most-loved brands,” though the specific brands are detailed in the current offers section.
Current Offers and Available Freebies
The SOURCE DATA provides a specific list of current offers available through the first direct perks programme. It is important to note that the term “freebies” in this context refers to complimentary benefits such as gift vouchers or credits, rather than physical product samples. The offers listed are as follows:
- Cineworld Tickets: 2 for £10 tickets, providing a significant discount on cinema visits.
- Bill’s Restaurant Discount: A 15% discount at Bill’s, a UK-based restaurant chain.
- Octopus Energy Credit: For new customers switching to Octopus Energy, a £50 energy credit is available. Furthermore, first direct customers receive an exclusive additional £50 gift voucher.
- Jet2holidays Discount: A £65 discount with Jet2holidays, a UK-based holiday company.
- Cuckoo Broadband: Offers are available with Cuckoo Broadband, though the specific details of the offer are not elaborated upon in the provided data.
The programme also promises that “giveaways and prize draws coming next,” indicating that the range of benefits will expand over time. These current offers are designed to appeal to a broad demographic, covering entertainment, dining, essential household services (energy and broadband), and travel. The inclusion of both high-street brands and service providers suggests a strategy to integrate rewards into various aspects of a customer’s daily life.
Eligibility and Registration Process
Participation in the first direct perks programme is strictly limited to existing first direct customers. There is no indication in the provided data that non-customers can sign up for the perks alone; access is tied to having an active first direct bank account.
The registration process is outlined in the SOURCE DATA and can be completed through two primary methods:
Via the first direct Mobile App:
- Navigate to the menu (referred to as ‘More’ on iPhone and represented by three lines on Android devices).
- Select the ‘Perks’ option.
- Follow the on-screen instructions to complete registration.
Via the Online Registration Page:
- Customers who do not use the mobile app can sign up directly through the first direct perks registration page, which is hosted on the bank’s website.
Once registered, customers can view all available offers and benefits through the platform. The process is designed to be straightforward, requiring no complex verification beyond being an existing customer of the bank. The bank’s statement that “tens of thousands of customers already registered” shortly after launch suggests the process is user-friendly and has been widely adopted.
Source Reliability and Information Accuracy
The information presented in this article is derived exclusively from the provided SOURCE DATA, which consists of two primary documents: a press release from first direct dated 21 July 2025 and the bank’s official ‘Perks’ programme page. Both sources are considered highly reliable as they originate directly from the brand itself.
- Press Release (Source 1): This official announcement provides the launch date, context, CEO quotes, initial reaction statistics, and a list of current offers. As a primary source from the bank, it is authoritative for factual claims about the programme’s launch and structure.
- Official Programme Page (Source 2): This page, part of the bank’s own website, provides the definitive instructions for accessing and registering for the perks programme. It confirms the methods of sign-up via the app and the registration page.
No third-party or unverified sources were used. All claims about offer details, eligibility, and registration steps are directly supported by the provided data. For instance, the specific discounts (e.g., 2 for £10 at Cineworld) are stated explicitly in the press release. The eligibility requirement (being a first direct customer) is inherent in the programme’s description and the registration instructions. The information about the programme’s popularity and customer registration numbers is taken directly from the CEO’s statement in the press release.
Strategic Context and Customer Benefits
The first direct perks programme is not an isolated initiative but part of a wider loyalty strategy by the bank. The SOURCE DATA mentions that this is “part of a broader strategy from first direct to reward customers for their loyalty, including offering preferential rates on loans and saving products.” This indicates that the bank is adopting a multi-faceted approach to customer retention and satisfaction, combining financial product benefits with lifestyle rewards.
The benefits for customers are multifaceted. Financially, the discounts and credits can lead to direct savings on regular expenditure. For example, the £50 credit and £50 voucher for switching to Octopus Energy represent a substantial incentive. The 15% discount at Bill’s and the discounted cinema tickets offer savings on leisure and dining. The £65 discount with Jet2holidays can make travel more affordable.
Beyond the financial aspect, the programme adds value by consolidating various offers into a single platform. Customers do not need to search for deals from multiple sources; instead, they can find curated offers in one place linked to their bank. This convenience is a significant benefit, reducing the time and effort required to find promotions.
Furthermore, the programme enhances the perceived value of banking with first direct. By offering tangible rewards, the bank moves beyond providing just core financial services to offering a broader lifestyle partnership. This can strengthen customer loyalty and differentiate first direct from competitors who may not offer a comparable rewards programme.
Future Developments and Programme Evolution
The SOURCE DATA indicates that the first direct perks programme is designed to evolve. The mention of “giveaways and prize draws coming next” suggests that the range of benefits will expand beyond the current discounts and vouchers. This forward-looking statement from the bank implies a commitment to maintaining the programme’s relevance and appeal over time.
The bank’s CEO, Chris Pitt, stated that “continuing to build on this is an ongoing priority for first direct.” This commitment suggests that the programme is not static and that customers can expect new partnerships and offers to be introduced regularly. The initial popularity, with “thousands of discounts, freebies and benefits already redeemed,” provides a strong incentive for the bank to invest further in the programme and secure additional partnerships.
The evolution of the programme could potentially include offers from other categories not currently listed, such as retail, health, or household goods, which are common areas for free samples and promotional offers. However, based on the current data, the focus remains on the listed categories: entertainment, dining, energy, broadband, and travel.
Conclusion
The first direct perks programme is a significant new loyalty initiative that provides first direct customers with access to a curated selection of discounts, freebies, and benefits from partner brands. Launched in July 2025, the programme is exclusively available to the bank’s customers, who can register via the mobile app or an online registration page. Current offers include discounted cinema tickets, restaurant discounts, energy switching credits, and travel vouchers, with plans to expand with giveaways and prize draws.
This programme is part of a broader customer loyalty strategy by first direct, which already includes preferential rates on financial products. The rapid uptake by customers underscores the value of such rewards. The programme’s structure is straightforward, and the information provided is based solely on official sources from first direct, ensuring accuracy for UK consumers seeking to maximise the benefits from their banking relationship.