Personal Loans 1996/7, a new report from Market Movements, reveals that direct mail in this sector has soared in the last two years. In the first nine months of 1997, 83 companies undertook mailings compared to 69 in the same period of 1996. The assault was led by Hamilton Direct, accounting for 13% of all personal loan mail volumes. The rise is attributed to increased competition among established players, the entry of supermarkets into the loans arena, new entrants struggling for market share and the launch of banking operations by life companies.