The Lending Standards Board (LSB) is a voluntary body promoting fair lending practices in the UK. It ensures personal and small business borrowers receive fair treatment from lenders by adhering to the Standards of Lending Practice. The LSB offers oversight and guidance to registered firms, which include major banks and financial institutions. Its target audience includes lenders and borrowers. The unique selling proposition is its role as a self-regulatory body driving high standards of consumer protection and fair outcomes in financial services[1][3][4].