DALLAS (July 22, 1999) - BankDirect, the Internet-only banking division of Texas Capital Bancshares, Inc., has announced the debut of a national advertising campaign to generate online customers. Marketing messages touting increased customer convenience and higher interest-paying checking, money market accounts and CD's have been combined to create BankDirect's new campaign tagline "BankDirect. Easy. Money."

"Our advertising communicates a powerful message: BankDirect gives consumers more freedom over their banking activities and pays them more for it," said Rose Hultgren, president of BankDirect. "We want to position BankDirect as the best alternative to traditional banks."

Online banner advertising is running nationally on a number of special interest web sites. BankDirect is also testing a radio campaign in Austin, Texas, which may be expanded to other markets.

"Austin is a very important market for us," said Jody Grant, chairman and CEO of both BankDirect and Texas Capital Bancshares, Inc. "Austin employs a high percentage of technology professionals who know and understand the advantages of the Internet. Plus, we believe that Texans are loyal to products and services offered by Texas companies," he said.

Complimenting BankDirect's online campaign are print advertisements that have appeared nationally in the Wall Street Journal with copy reading "For years, banks have been getting bigger. We've just made one that's better." "Our expectation is that offline advertising will build awareness," Hultgren said. "We will continue to look for other offline media opportunities."

BankDirect provides no-fee, high interest checking, money market accounts and CD's as well as free bill pay service to consumers nationwide. BankDirect operates on the World Wide Web at www.bankdirect.com without the need for "brick and mortar" consumer branch locations.

Launched in May 1999, BankDirect is the national Internet banking division of Texas Capital Bank. Texas Capital Bank is privately owned and operated by the holding company, Texas Capital Bancshares, Inc. Texas Capital Bancshares' initial start up capitalization of $80 million is believed to be the largest bank start up in U.S. history.

Contact Information:
Rose Hultgren
BankDirect
214-932-6690