LV= 175 years 1843 - 2018 logo

175th Birthday

We're celebrating being 175 years young!

This year marks a big milestone for us – we’ve been going for 175 years!

  • Throughout our 175 years, we’ve stayed true to our mutual roots and believe it’s just as important today as it was back in 1843.
  • Today we want to help people live bigger, more confident lives, just like our founders set out to do so many years ago. 

Watch our video to take a trip back in time.

View video transcript

Our history

We were founded in 1843

  • Back in 1843 Liverpool was a tale of two cities. Host to 40% of the world’s trade it also had areas of great poverty and destitution.

  • For many decades we were most commonly associated with what was known as the ‘penny policy’ – life insurance at its 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.

  • These days we offer much more but the essence of what we do hasn’t changed. It’s all about helping people to protect and provide for the things they love. We believe William Fenton would be proud of his legacy.
Back in time

Here's just a snapshot of 175 years of history


The first LV= office building


Head office, Islington, Liverpool


Head office moves to London


LV= moves to Bournemouth

Why we are here

Our beginnings

Our roots go all the way back to 1843, when we welcomed our first customers. 

scales with two groups of people either side

Initially, friendly societies were formed to meet the financial needs of working class people, by providing schemes for funeral expenses. As such, friendly societies are mainly associated with Industrial Branch Whole of Life Insurance policies or 'penny policies', as they were more commonly known.

With these 'penny policies', you could insure your or your child's life for one penny a week, and the society would pay towards the policyholder's funeral. Often such organisations and societies, which funded Whole of Life Insurance, were also known as collecting societies, as they used to send agents to personally collect policy premiums by going door-to-door every week.


Nowadays, many people believe these 'penny policies' hold no value, but if you have unclaimed policies we'll still honour the sum assured, plus bonuses added to the policy, as long as the premium payments are up to date. If they aren't, you may get a reduced amount.

Fill out our policy tracing form to find an old 'penny policy'.

Have you had a policy for years and years?

Liverpool Victoria Friendly Society

  • We quickly grew into one of the largest friendly societies and over the years, we’ve acquired the following burial societies and mutuals.
A few defining moments

Life companies taken over by Liverpool Victoria and year of acquisition:

  • Liverpool Crown & Anchor Friendly Society (1885)
  • Liverpool Protective Assurance & Burial Society (1903)
  • New Era (1904)
  • General Friendly Collecting Society (formerly Leeds and General Friendly Society) (includes the Hulme Burial Society) (1908)
  • Most Friendly Burial Collecting Society (1933)
  • City Mutual (Guernsey) Collecting Society (1935)
  • City Mutual (Jersey) Collecting Society (1935)
  • Hibernian Mutual Assurance Collecting Society (1944)
  • General Federation of Trade Unions Friendly & Collecting Society (GFTU) (1952)
  • Independent Burial Society (1953)
  • Withington Friendly Burial Collecting Society (1954)
  • Ardwick Union Burial Society (1957)
  • Keighley Samaritan Brief (1963)
  • Druids Burial Society (1965)
  • Permanent Insurance Company Limited (2001)
  • Royal National Pension Fund for Nurses (RNPFN, 2001)
  • UIA Insurance Limited (life business only) (2005)
  • Tomorrow (2007)
  • Teachers Provident Society (2016)