Proud to be the UK's most recommended insurer

According to YouGov, we're the UK's most recommended insurer*

and that's something we're really proud of.

  • At LV=, we love to help you to protect the things you love most, so your recommendations for all of our insurance products, including our car, home, travel, pet and life insurance, really count.

About YouGov

  • YouGov is the most quoted authoritative measure of public opinion and consumer behaviour. From the very beginning, YouGov has been driven by one simple idea: The more people participate in the decisions made by the institutions that serve them, the better those decisions will be. Their panel of consumer members help us at LV= to better serve our customers.


Information on YouGov BrandIndex

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YouGov's BrandIndex is a daily measure of brand perception among the public, tracking many brands across dozens of sectors simultaneously. It provides a real-time picture of individual's brand health, health of a set of key competitors and also within entire sectors. Results are delivered through an instant-access online reporting tool. Because the data is updated daily, any changes in public perception can be spotted immediately and acted on accordingly.

BrandIndex operates at a national and international level, allowing users to track brand perception in just one country, compare across multiple countries and/or monitor a global picture. BrandIndex can be used to gauge brand perception pre-pitch and then to aid campaign planning, as well as to monitor changes in perception throughout the campaign, during which users can pin-point any changes against specific dates, and the individual BrandIndex measures mean you can see which values are most affected.

YouGov’s BrandIndex is currently tracking 4 distinct financial sectors: Banks & Building Societies (48 brands), Credit Cards & Payment Services (33 brands), General Insurance (34 brands) and finally Life Insurance, Pensions & Wealth Management (33 brands).

Join the YouGov panel today and be part of a global community of people who share their opinions in return for points and rewards.

* YouGov BrandIndex is the authoritative daily measure of consumer brand perception. It conducts 4,000 interviews every day, and more than 670,000 interviews per year from a representative sample of the UK population. Respondents are drawn from an online panel of more than 400,000 individuals in the UK.

To assess the Recommend score of General Insurance brands in the UK, YouGov looked at data from its General Insurance sector in BrandIndex between 01/07/2018 to 30/06/2019.

The brands looked at specifically were: Liverpool Victoria (LV=), Direct Line, Aviva, Admiral, Churchill, Co-operative Insurance, NFU Mutual, AXA, Hastings Direct, Prudential, More Th>n, BUPA, Esure, Allianz, Simplyhealth, Saga, Privilege, Denplan, Age UK, Hiscox, Staysure, RSA Insurance Group, RIAS, Ageas, Swift Cover, Smart Insurance, Castle Cover, Hughes Insurance, Age Co, Abbey Insurance, Brokers, Autoline Insurance, Back Me Up, Sheilas' Wheels and Kwik Fit Insurance.

Based on a 52 week moving average, LV= ranked above all others throughout the period.

The Recommendation of a brand is measured by asking YouGov panelists two questions:

Which of the following financial institutions would you Recommend to a friend or colleague? [Recommenders] And which of the following financial institutions would you tell a friend of colleague to Avoid? [Avoiders]

A brand’s Recommend score is calculated by subtracting the percentage of Avoiders from the percentage of Recommenders which provides a net score that could range from -100 to +100.

Discover how YouGov BrandIndex data can help your brand