A brief history of LV=

A brief history

Our Society was founded in Liverpool in March 1843. Back then Liverpool was a wealthy city with over 40% of the world’s trade going through it, but it also had areas of great poverty.

A 36 year old customs officer, William Fenton, wanted to help the city's poor to protect themselves with the aim of trying to help make a difference to their lives. Together with a group of caring friends he began 'The Liverpool Independent Legal Victoria Burial Society'. It provided a way for people to save for their funerals so they didn't burden their families with this expense after they'd gone.

The Society offered access to affordable financial products sold by agents who went door-to-door collecting premiums and building relationships with customers. For a long time Liverpool Victoria was known for its 'penny policies' and for providing savings products for people with limited financial means.

Although William Fenton wouldn't be familiar with all the products we sell now, he left a legacy that he would recognise today in our ethical approach to financial services and focus on providing a great service to our customers.

It all started here

William Fenton


William Fenton, together with a group of caring friends, began 'The Liverpool Independent Legal Victoria Burial Society'. The first ever recorded meeting was held at 37 Blake Street, Liverpool, on 3 March 1843.

  • LV= history - Head office, Liverpool 1868


    By 1868 the company had moved its head office to 23 Islington, Liverpool.

  • LV= history - Board and staff 1971


    The Board and staff in 1871.

  • LV= history - Head office, London 1930


    After a build lasting 12 years the new impressive head office was opening in Bloomsbury Square, London.


  • LV= history - Liverpool Victoria staff fire brigade 1940


    The Liverpool Victoria staff fire brigade, 1940.

  • 1970

    The 1970 World Snooker Championship was held at the Liverpool Victoria head office in London.

  • LV= history - brand 1994


    In 1994 a new brand was launched.

  • 1996

    In 1996 Liverpool Victoria took over the Frizzell Group and moved its head office to Bournemouth.

  • 2007

    The LV= brand was launched.

  • 2007

    Employed 1,700 across the UK.

  • 2009

    Began our sponsorship of the LV= Cup (Rugby).

  • 2012

    Employed 5,000 people across the UK.

  • 2012

    Recognised by Towers Watson within the 'High-Performance Norm' for Employee Engagement.

  • LV= history - YouGov recommended logo


    Our brand and values have helped us grow into the successful business we are today.

  • 2015

    Employed 6,000 people across the UK.