LV= review
Updated September 28, 2026 · AssureCue Editorial Team · Facts checked September 26, 2026
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Our verdict
LV= writes personal lines for older customers in Britain, covering auto, home, pet, travel and life as a direct insurer rather than a broker, and has traded since 1843. It suits readers who want several kinds of personal cover from the same long established insurer instead of shopping across a panel of providers.
Key facts
- Best for
- Older customers in Britain wanting personal lines from a long established insurer.
- Insurance types
- Auto, Home, Pet, Travel, Life (Source, checked September 26, 2026)
- Provider type
- Insurer (Source, checked September 26, 2026)
- Legal entity
- Liverpool Victoria Financial Services Ltd (Source, checked September 26, 2026)
- Headquarters
- United Kingdom (Source, checked September 26, 2026)
- Founded
- 1843 (Source, checked September 26, 2026)
- Audience
- Seniors
- Official website
- lv.com
Apps and profiles
- Elsewhere
- WikidataXcrunchbase.com
Pros and cons
Pros
- Cover runs across auto, home, pet, travel and life, auto, home and pet, so a household can hold several policies with the same provider.
- An insurer rather than a broker, insurer, so the contract sits with the company carrying the risk.
- Trading since 1843, which counts for staying power in the British market.
- Head office in the UK, GB, with the policies issued by Liverpool Victoria Financial Services Ltd.
Cons
- The listed insurance types, auto, home and pet, are auto, home, pet, travel and life, so health and income protection sit outside the range on offer.
- The audience is listed as seniors, seniors, which narrows who the products are priced for.
- The provider type is insurer, insurer, so there is no panel of rival providers to weigh on the same quote.
Ready to try LV=?
Scored 9.6 / 10 by AssureCue.
Who it suits
- Older customers in Britain looking for personal lines from a direct insurer.
- Households that want auto, home, pet, travel and life with the same provider.
- Readers who put a long trading history, 1843, above the widest product list.
Who should look elsewhere
- Good Sam Insurance Agency, whose listed types add health, renters and motorcycle, auto, home and renters, for anyone after a broader product list.
- Hiscox UK, whose range centres on landlord and home emergency, home, renters and landlord, which points at property rather than personal lines for older customers.
- EuroAsia Insurance, which covers auto, home, travel and gadget, auto, home and travel, for shoppers after gadget cover in the same basket.
How LV= compares
9.6 vs 8.6
9.6 vs 9.49.6 vs 9.4
9.6 vs 9.4
9.6 vs 9.4
9.6 vs 8.8
9.6 vs 8.7
9.6 vs 9.09.6 vs 9.4
9.6 vs 9.3
9.6 vs 8.9
9.6 vs 8.9
9.6 vs 8.99.6 vs 9.3
- 9.6 vs 9.3
- 9.6 vs 9.3
Max Life Insurance
9.6 vs 9.3
9.6 vs 9.3
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9.6 vs 9.2
9.6 vs 9.29.6 vs 9.2
9.6 vs 9.2
9.6 vs 9.2
9.6 vs 9.2- 9.6 vs 9.1
9.6 vs 9.19.6 vs 9.1
9.6 vs 8.9
9.6 vs 8.9
9.6 vs 8.89.6 vs 8.8
9.6 vs 8.6- 9.6 vs 8.4
- 9.6 vs 8.2
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Where LV= is available
- Available
- United Kingdom
Countries from the brand (Source, checked September 26, 2026)
Frequently asked questions
What kinds of insurance does LV= sell?+
The listed insurance types are auto, home, pet, travel and life, auto, home and pet. That is the full personal range on offer, and the provider type is insurer, insurer, so the contract runs with the company carrying the risk rather than through an intermediary.
How old is LV= and where is it based?+
Trading began in 1843, and the policies are issued by Liverpool Victoria Financial Services Ltd. The head office sits in the UK, GB, so the operation is based in the British market and the contract is held with a named company there.
Who is LV= designed for?+
The audience is listed as seniors, seniors, so the products are aimed at older customers. If you want a provider whose personal lines are built around later life rather than the whole market, that focus is the reason to look here.
Is LV= an insurer or a broker?+
The provider type is insurer, insurer. The legal entity behind the policies is Liverpool Victoria Financial Services Ltd, which means the risk is carried by the company named on the contract rather than passed to a panel of providers for placement.
How do prices compare with the wider market?+
These are category figures across the listings rather than LV= specific prices. The median starting premium is €8.50 for home insurance and €8.72 for car insurance, with a lower quartile of €3.90 and an upper quartile of €47.13 in home.
Can I pay monthly rather than in one go?+
Monthly options are common on the listings here, with 88.9% of brands offering them against 11.1% that do not. That is the market picture, so ask for the payment terms on LV= cover directly, whichever of its auto, home and pet you need.
Does LV= cover health or income protection?+
The listed insurance types are auto, home, pet, travel and life, auto, home and pet, so health, income protection and critical illness sit outside the range. If you need one of those, a provider whose types include them, such as Good Sam Insurance Agency with auto, home and renters, is the place to look.
Sources
- en.wikipedia.org/wiki/LV%3D checked September 26, 2026
Backs: Audience, Provider type, Founded, Headquarters, Insurance types, Legal entity
“LV= 50 Plus advertisement”
Compiled from 1 source page, checked September 26, 2026. We did not open an account.
Not confirmed yet: Premium from, Monthly payments.
Related by the facts
LV=
Older customers in Britain wanting personal lines from a long established insurer.