The One Account SWOT Analysis, USP & Competitors

Posted in Banking & Financial Services, Total Reads: 411

SWOT Analysis of The One Account with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

The One Account

Parent Company

The Royal Bank of Scotland


Mortgages market


Financial Services

Tagline/ Slogan



Niche positioning of offset mortgages



Personal customers and business segment

Target Group

Mortgage brokers , retail customers, organizations and independent financial advisers


Current account mortgage provider

SWOT Analysis


1. Won many awards: ‘Best Mortgage Provider’, Best Current Account Mortgage’ and many more
2. The ‘One Account’ product offered
3. Its operation directly by phone, internet and post
4. Major shareholding by Royal Bank of Scotland: Financial security


1. Limited product range: Niche positioning
2. Absence of brick and mortar system


1. Tap the increasing internet penetration
2. Leverage the ‘One Account’ concept

3. Having offices/outlets for having a personalized one-on-one financial advisory management team


1. Other established banks and institutions may replicate the model
2. Absence of physical structure might result in lack of trust among people

3. Fluctuating economic scenarios and recession can affect business performance



1. Barclays
2. Bank of England

3. Natwest


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