OneFamily is a UK-based mutual financial services provider offering a range of products including over-50s life insurance, insurance bonds, tax-efficient savings plans, lifetime ISAs, and lifetime mortgages[1][3]. Their target audience includes families and individuals seeking financial security. The unique selling proposition (USP) is their member-owned structure, ensuring profits benefit customers rather than shareholders, and a focus on excellent customer service[1][3]. They aim to help people thrive through better financial decisions, emphasizing inclusivity and teamwork[3].