LV Life Insurance

Trustpilot 5 stars
TrustScore: | reviews

Intro to LV=

Established in 1843 as Liverpool Victoria, they rebranded to LV= in 2007. They have offices based in Bournemouth, Exeter, Manchester, Cardiff, London and Hitchin. LV= operates as a mutual and as one of the UK’s largest insurance companies, providing services including Life Insurance, car insurance, home insurance and retirement options.

When Liverpool Victoria was founded, they first operated as a burial society (a business which was set up to provide funeral expenses for widowed husbands or wives or children of a member of the society). Historically, they were known to offer ‘penny policies’ which were collected across the country door-to-door.

You may recognise the LV= name from their sponsorship deals – they have sponsored the UK Snooker Championship, County Cricket Championship and Rugby Union.

LV= signed up to ‘The Protection Distributors Group’ (PDG) Claim Charter, reinforcing dedication to delivering the highest standards throughout the claim experience.

What benefits come with LV= Life Insurance?

LV= Protection Policies offer LV= Doctor Services as standard, which provides access to six expert medical services via app or phone. These include a remote GP, a prescription service, access to physiotherapy and more.

Member benefits also include access to support lines and the membership benefit fund.

How many customers do LV= have?

LV= have over 5.5 million customers for their insurance products.

What are LV=’s claim pay-out rates?

  • For Life Insurance, LV= paid out 98.37% of all claims made in 2021, amounting to £74.1 million;
  • LV= paid out 96% of all claims made in 2021 across life insurance, critical illness insurance and income protection insurance; amounting to £119 million in total pay outs, with £28 million paid out for critical illness claims.

What awards have LV= won?

LV= were the 2022 winners of Go Compare’s People’s Choice Awards for Life Insurance. It was also the Finder Awards winner for Life Insurance Customer Satisfaction 2020.

LV= also received gold status by the Defaqto rating system for LV= protection.

Is LV= Life Insurance good?

Protect Line are an impartial brokerage, so this means we won’t ever give you any advice and will only provide facts. In regards to LV= we have provided factual information within this page so that you can make a decision when it comes to choosing your Life Insurance provider.

How do I get LV= Life Insurance quotes?

We can offer you quotes for LV= Life Insurance quotes – all you need to do is fill out our online quote form, have a chat with our friendly and professional team and you’ll then have quotes from multiple different insurers to choose from.

How do I pay for LV= Life Insurance?

You can pay for LV= Life Insurance like you would any other policy – this is usually via direct debit and set up when you take out your policy.

How much does Life Insurance from LV cost?

LV= Life Insurance can vary in cost and is based upon personalised factors such as:

  • Your age
  • Your health
  • Your lifestyle choices
  • Whether you’re a smoker
  • The length and amount of cover

We work with some of the UK’s leading insurers

Others claim to be the best... but we actually are

Our customers rate us highly on these well-known review websites

4.5 star Google rating
5 star Trustpilot rating
5 star Smart Money People rating

We're the UK's #1 Life Insurance Broker, as voted for by real customers

Providing first-class service is something we’re extremely proud of. We’re fortunate that our customers have recognised this and have voted for us in these excellent awards.

Insurance Choice Awards - Best Protection Insurance Broker
Insurance Choice Awards - Best Overall Insurance Broker
Insurance Choice Awards - Treating Customers Fairly Champion