first direct appoints new CEO

​first directhas appointed Chris Pitt as Chief Executive (CEO), with effect from 1 October. Chris is currently Head of Marketing, HSBC UK.

Chris will be responsible for deliveringfirst direct’s strategic growth plans as it focuses on giving customers confidence in digital experiences and a humanity they can’t get elsewhere.

Stuart Haire,Group General Manager, Wealth and Personal Banking, HSBC UK, said: “I am delighted to confirm Chris’s appointment to leadfirst direct. Heis a great fit for the bank, with a really strong background in modern marketing, digital propositions and banking. He joins at a great time forfirst directas it stands on the brink of an exciting new future.”

Chris Pitt, CEO offirst direct, said:“I’m really excited to be taking on this challenging new role.first directhas consistently been a pioneer in UK banking, and has an unmatched reputation for amazing customer experiences. My focus will be on building our reputation as a digital bank built around people not processes, growing through financial wellness, and empowering customers to act with confidence in life. The potential offirst directin the digital age is huge.”