An ideal customer profile

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House - appropriate to needs

Mortgage - manageable now and in the future

Short term savings - cash/accessable format - enough to cover all bills/daily living expenses for at least 3months, ideally 6months

Medium term savings - equity based investment (equity ISAs for example) for 5years+ for kids uni fees, wedding costs, future unkowns...

Long term savings - pension or other long term investments for retirement