Who we are

Welcome to LV=

Who we are

We're LV=, the UK's largest friendly society, with more than 5.7 million members and customers. From insurance to investments to retirement products, we help people make the best choices possible when it comes to helping them look after the things they love most in life, whether it be their family, their retirement, their home, their car, or even their cats and dogs.

LV= is a modern and leading financial mutual. We were established in 1843 to help families protect and provide for their dependents and cherished possessions. LV= still has this aim at the heart of its business today. We're owned by, and run for the benefit of, our members. So instead of focusing on making short-term profits for external shareholders, we channel our energies and resources into doing what's right for everyone who deals with us. Any profits we make are reinvested into the business to generate future growth, but they could also be distributed to all or some of our members depending on how the business is performing.

Throughout our 173 year history we've existed to increase the value of our business for our members, by placing our members and customers at the heart of everything we do. We pride ourselves on our friendly, helpful and award-winning customer service - and that's all down to our people, over 6,000 working in 16 offices across the UK, from Exeter to Leeds and Ipswich to Glasgow.

How we protect and provide

We're here to help people to protect and provide for the things they love through a wide range of financial services including insurance, investment and retirement products. We know that life's complicated enough at times. That's why we love simplicity and why we work hard to make important financial decisions simple and straightforward. The products we sell fall into three broad categories:
Product icon (Car)

General insurance

Insurance for those tangible items; vehicles, homes, businesses, pets and holidays.

Product icon (Life)


Protection and retirement products covering people’s lives and incomes.

Product icon (Savings)


Savings and investment products.

On a day-to-day basis we live by these five brand promises:

Good value, great values

Offering affordable well-designed products but not at the expense of doing the right thing.

Easy to do business with

Offering a simple, hassle-free journey for anyone who deals with us.


Caring about our customers and their loved ones when they need us most.


Delivering solutions quickly and efficiently.


Delighting our customers and advisers so we stand out from other companies.