"I'm sorry… you are not held in a queue and this is a real person speaking" - World First is Bringing Back Business with a Personal Touch with its new 'Three Rings' Pledge

LONDON, December 9, 2010 - Sick and tired of waiting on hold for an eternity and dealing with
robotic voices?

Do you dread phoning your bank knowing that you will be greeted not by a
friendly human voice, but some disembodied computerised message droning out a
confusing list of options?

If so you'll be relieved to discover that one UK-based company, World
First, has turned its back on automated answer machines for good.

World First (www.worldfirst.com), the UK's fastest growing foreign
exchange broker, announced a new commitment to customer service today. Rather
than greeting their customers with a computerised message and a confusing
list of options, the award winning Foreign Exchange brokers has committed to
answering the phone within three rings with a welcoming human voice.

Recent statistics indicate that on average people waste 19 minutes per
call trying to get through to financial services companies. World First feel
that this is unacceptable and believe that this pioneering commitment is long
overdue.

World First's approach to customer service has already won award winning
recognition in the last 12 months. The company was voted 'Service Business of
the Year' at the '2010 Fast Growth Business Awards', by offering foreign
exchange methods that banks typically reserve for their large corporate
clients.

Moreover in 2009 they won the Queen's Award for Enterprise;
International Trade and have featured on the Sunday Times Fast Track 100 list
in both 2010 and 2011.

"It's important that everyone who deals with us should be able to speak
directly to the person they need," explained Jonathan Quin, Managing
Director at World First.

"All of our customers and suppliers can reach us on direct phone lines
and we don't do call centers or automated messaging because we don't like
them.

World First are based in offices with a lovely riverside view in
Battersea, London - and to date have worked with more than 20,000 private
clients and almost 5,000 companies. They are the UK's fastest growing foreign
exchange broker. Their exchange rates are extremely competitive and the
service they offer is truly outstanding.

Jonathan Quin is available for interviews

    For further enquiries contact Nick Jones:
    nick.jones@worldfirst.com
    +44(0)7886-302-439 or +44(0)207-801-2383
    www.worldfirst.com

For further enquiries contact Nick Jones: nick.jones at worldfirst.com, +44(0)7886-302-439 or +44(0)207-801-2383