Yorkshire Building Society is a UK-based mutual organization offering financial services, including mortgages, savings, and insurance. They serve over 3 million members through a network of branches and agencies[1]. Their target audience includes individuals seeking home financing and savings solutions. The unique selling proposition (USP) is their mutual status, meaning they are owned by and answerable to their members rather than external shareholders, focusing on member benefits and community support[1][3]. This model emphasizes customer-centricity and long-term value creation for members.