The Association of British Insurers (ABI) is a trade association representing the UK's insurance industry. It advocates for its members' interests with governments and regulators, provides industry data and standards, and promotes consumer understanding of insurance products[1][3]. The ABI offers services like technical guidance, market information, and codes of conduct[1]. Its target audience includes insurance companies and policymakers. The unique selling proposition is its influential role in shaping UK insurance policies and standards, ensuring high customer service standards, and supporting a competitive insurance market[1][5].