first direct perks

No Faff. No Fuss. Just Perks

When first direct began exploring the idea of launching a loyalty platform, they didn’t start from scratch, they came back to a partner they already trusted.

After teaming up on everything from Spin2Wins to smart re-engagement campaigns, we’d built a relationship (and results) they trusted. So, when Perks came up, it felt less like a pitch and more like, “let’s build this together.”

The challenge?

They wanted to reward their loyal customers, re-engage the quieter ones and remind everyone that first direct isn’t just a bank, it’s a brand that gives back.

The outcome needed to feel less like a traditional “rewards scheme” and more like something customers would genuinely look forward to opening.

Our design thinking

We knew one thing straight away…

If it feels like admin, no one’s coming back.

It had to feel immediate, exciting and consistently valuable – built in the same simple and straightforward approach that first direct is known for.

So, we built it around three simple ideas:

Make value visible every day
Strong, relevant partner offers available to all active customers.

Create moments of surprise
Exclusive freebies and regular prize draws to drive excitement and urgency.

Keep it fresh all year round
Limited-time mechanics like Spin2Win and seasonal campaigns to build excitement and repeat visits.

Instead of a static rewards catalogue, we created a dynamic platform – a curated mix of carefully selected partner offers, prize draws, competitions, seasonal promotions and targeted campaigns. Regularly refreshed, it gives customers a reason to log in and revisit, delivers ongoing value, and builds anticipation around what’s coming next.

What we delivered

Since launch, first direct perks has evolved into an always-on loyalty ecosystem.

We’ve delivered:

• A curated marketplace of partner offers
• First come, first served freebies that customers quickly snapped up
• Regular prize draws to win everything from tickets to events at first direct arena, Jet2 holidays and Selfridges gift cards
• Monthly Spin2Win mechanics driving spikes in registrations
• Large-scale seasonal campaigns, including the Christmas Survival Kit – 12 days of daily drops, from Sainsbury’s and Greggs gift cards to Uber Eats credits, Moonpig treats and surprise prizes.

Finished product

first direct perks has become more than a loyalty feature, it’s a reason to log in.

Customers return regularly for new drops, limited time moments and exclusive experiences. Freebies are snapped up quickly and simple to redeem, prize draws support repeat engagement, and seasonal activations ensure there’s always fresh value to discover.