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 resourceful 36-year-old customs officer named William Fenton joined together with a group of like-minded friends to form ‘The Liverpool Independent Legal Victoria Burial Society’. It had one goal - to help the city’s poor protect themselves.

For many decades we were most commonly associated with what was known as the ‘penny policy’ – life insurance at its very simplest. Door-to-door agents would collect these penny premiums, allowing people to leave a little something behind to cover the costs of a decent funeral.

Of course, these days, we offer much more than the penny policy, but the essence of what we do hasn’t actually changed. It’s all about helping people to protect and provide for the things they love.

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.

  • 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.

  • 2017

    In June 2017 we launched Green Heart support which is our way of providing help and support to our customers and members who are going through some of life’s toughest challenges, giving them confidence when they need it most.

  • 2018

    Employing 5,500 people across the UK.