you could contact the Insurance division of the Financial Regulator - endowment mortagages were very popular in the 80's and in the early '00s was widespread media coverage warning householders who had taken out these mortgages that they would fall short. It is something that ALL mortgage providers were extremely aware of.
Before your friends contact First Active again, do a thorough search on media coverage for Endowment Mortgages from 1999 to present date - sunday tribune, sunday business post, indo, time, financial times etc - you may find First Active contributed to these articles (comments etc) - this would illustrate that FA must have been aware of your friends situation and should have notified your friends earlier.
Also, research the parent company of First Active - they will also have been aware of the risks FA was carrying on their books..
don't forget that local libraries and the Central Library in the Ilac Centre (dublin city) will also have these newpapers archived.
Although this is outside the Ombudsman's time slot, you should be able to address this issue (with supporting documentation) to the Finacial Regulator.
Am shocked FA only telling your friends now..
good luck!