NFU Mutual is a UK-based mutual insurance company offering a wide range of insurance products, including home, motor, equine, farming, and business insurance. They also provide financial services like investments and pensions. Their target audience includes rural communities and farming unions. The unique selling proposition is their mutuality, being owned and run for their members, providing personalized service through local agency offices and tailored quotes not available on comparison sites[1][2][3]. This model allows them to focus on protecting members' interests and offering exclusive benefits like the "Mutual Bonus" discount[2][3].