OSB Group is a UK-based specialist mortgage lender focusing on sub-segments like Buy to Let, Residential, commercial, and development finance. They offer retail savings products and SME lending solutions through brands like Kent Reliance and Precise Mortgages. Their target audience includes homeowners, investors, and SMEs. The unique selling proposition is their flexible, common-sense approach to lending, providing bespoke solutions for complex cases. This approach allows them to cater to customers underserved by mainstream lenders, such as the self-employed or those with non-standard income.