National Savings and Investments (NS&I) is a UK state-owned savings bank that offers a range of savings products, including Premium Bonds, Direct ISA, and Income Bonds. Their target audience is individual savers in the UK. NS&I's unique selling proposition is the 100% guarantee on deposits by HM Treasury, providing security and trust. They specialize in tax-free and income-generating products, making them attractive for those seeking low-risk investments. By lending to the government, customers support public funding while receiving interest or prizes[1][3][5].