Scottish Friendly is a UK-based mutual life and investments organization offering life, savings, and investment products, including ISAs and Junior ISAs[1][4]. Their target audience is UK families seeking financial wellbeing. As a mutual, they reinvest profits into customer benefits, not shareholders[1][3]. Their unique selling proposition is their customer-centric approach, focusing on friendly products and exceptional customer care without shareholder pressures[1][5]. This model allows them to prioritize customer interests and community involvement[3][5].