Can First Direct mortgage products win industry awards this year?

Last year First Direct mortgage products were a hit with borrowers and as a result the lender was a clear winner, carrying away many industry awards. These included the 'most trusted' provider award which went to the lender for its clear, simple and practical approach to mortgage lending.

In 2011 borrowers described First Direct mortgage products as very good, offered at very competitive lending rates. The lender's application process was said to have inspired confidence among its customers who described it as both straightforward and hassle free.

The 'best provider' award also went to First Direct for its application process which was designed in such as way as to make things as simplistic as possible.

Many borrowers who took out a mortgage through First Direct last year advised, their rates were good, the mortgage range offered was varied and the lender's communication was way ahead of the field.

The BOE base interest rate remains historically low, however there is a big gap between the worst and the best lender mortgage rates being offered. Finding a lender who is able to offer good value for money is important and last year's holders of First Direct mortgages said their lender had earned the top spot.

In 2012 will First Direct mortgage products be as competitive as last year, has their high level of service remained ahead of the pack or will other mortgage providers be in a position to offer a serious challenge to the lender? We will wait to see.