Overall rating: 4.5/5
LV= (Liverpool Victoria) is a well-established mutual insurer with a strong reputation for customer service and competitive protection products. Their life insurance products are well-regarded by advisers and customers alike.
Who is LV=?
LV= is one of the UK's leading insurance providers, offering a range of protection products to individuals and businesses. They are authorised and regulated by the Financial Conduct Authority (FCA) and the Prudential Regulation Authority (PRA).
LV= Life Insurance — key features
- Consistently high customer satisfaction scores
- Strong claims payout record and clear communications
- Mutual insurer — customer-focused rather than shareholder-focused
- Competitive premiums particularly for middle-age applicants
- Offers a useful suite of additional benefits
Things to consider
- Not always the cheapest option for standard young, healthy applicants
- More limited distribution than some competitors — mainly through IFAs
How does LV= compare?
While LV= is a strong provider, the best life insurance policy for you depends on your age, health, occupation, and financial commitments. We always recommend comparing the whole market — LV= may or may not be the best option for your specific profile.
Claims performance
LV= publishes annual claims statistics showing their payout rates. Major UK insurers typically pay out 97–99% of life insurance claims and 90–95% of critical illness claims. Always check the latest published data before buying.
Should I choose LV=?
LV= is a reputable, established insurer with a strong track record. However, the right insurer for you depends on your specific circumstances — particularly if you have any health conditions or a non-standard occupation. Use our comparison tool to see how LV= compares across the whole market.
Frequently Asked Questions
LV= is one of the UK's most established insurers with strong financial ratings and a good claims payout record. Whether it's the best option for you depends on your age, health, and needs — always compare the full market.
Contact LV= directly using the claims number on your policy documents. For life insurance claims, your beneficiaries or executor will need to notify the insurer and provide a death certificate and policy details.
Yes — most policies have a 30-day cooling-off period after purchase. After that, you can cancel at any time, though you will lose your cover and any premiums paid will not be refunded.