With privacy legislation compliance deadlines quickly approaching, consumer privacy is at the forefront of many company initiatives. For

PeopleFirst.com (www.peoplefirst.com), which bills itself as the nation's largest online automotive lender, privacy is not just a priority for the chief privacy officer and other executives, but for all company employees as well, according to Alan Amico, chief privacy officer at PeopleFirst. As a result, PeopleFirst will be conducting the nation's first annual Privacy Week.

PeopleFirst created Privacy Week to be implemented throughout the company from April 16-20, 2001. The goals for the week of privacy activities and education are to raise employee awareness of the importance of customer privacy, introduce the company's new privacy policy, and train all employees on what they must do to ensure that PeopleFirst is abiding by its privacy policy.

"As more and more consumers do business online, consumers are concerned, asking questions and doing research about privacy," Amico said. "They want to be assured their personal information is handled appropriately. We are making sure that every employee honors each customer's individual privacy rights."

As part of PeopleFirst's compliance with federal (Gramm-Leach-Bliley) privacy laws, the company has reworked its privacy policy. According to Amico, PeopleFirst didn't

merely want to post the new policy on its Web site. "We wanted to do more and stress the overall importance of consumer's privacy, so we created Privacy Week."

During Privacy Week, PeopleFirst will begin educating customers and employees on its new policy and initiatives.

Employee activities include the following:

* The CPO will be presenting and answering questions on the new privacy policy during a company-wide meeting.

* Employe training sessions will be conducted.

* A "Stop and Think Privacy" breakfast will be hosted where employees who wear red will be admitted to a free breakfast held at the company.

* Copies of PeopleFirst's "7 Privacy Principles" will be handed out to employees to post at their work stations so they can quickly answer customer's questions.

* During the week, the CPO will walk around the

company asking employees questions at random

pertaining to the policy. If employees answer

correctly, they will be rewarded with prizes.

For consumers, PeopleFirst is posting the new policy to its Web site (www.peoplefirst.com) and mailing the new privacy policy to all current customers. Also, consumers with

questions regarding privacy are encouraged to e-mail Amico directly at privacy@peoplefirst.com.

"The role of CPO isn't just about monitoring and complying with legislation, it's about communicating and educating employees as well as customers about privacy and security so

customers remain comfortable doing business with us," said Brian Reed, president of PeopleFirst. "PeopleFirst is dedicated to providing people with unmatched customer

service, especially when it comes to privacy."

About PeopleFirst

PeopleFirst bills itself as the nation's largest online automotive lender, originating and servicing consumer loans almost entirely over the Internet.

Founded in 1995, PeopleFirst is the pioneer of

Blank Check® auto lending, a hassle-free financing option that gives loan recipients a no-obligation Blank Check® that can be used for the purchase of a new or used vehicle or motorcycle at most dealerships in the country.

The company also provides financing for lease buyouts, refinances existing loans and provides loans for the purchase of vehicles from

private individuals.

PeopleFirst.com investors include American Express, DaimlerChrysler, JP Morgan Capital Corp., Madison Dearborn Partners, Mail Boxes Etc., and Morgan Stanley Dean Witter Venture Partners.

PeopleFirst has marketing partnerships with Autobytel.com, Edmunds.com, E*Trade Bank, Kelley Blue Book, LendingTree, and NADA, among others.

For more information about the company, call PeopleFirst at (800) 689-1789 or visit www.peoplefirst.com.