Our story

From humble beginnings...

We've been going strong since 1843!

Throughout our 175+ year history, we've stayed true to our mutual roots and believe it's just as important today as it was back in 1843.

We want to help people live more confident lives, just like our founders set out to do so many years ago.

Watch our history video below and take a trip back in time.

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're sure our founder, William Fenton, would be proud of his legacy.

Take a look at where our offices have been throughout the years

The first LV= office building

Head office, Islington, Liverpool

Head office moves to London

LV= moves to Bournemouth

It all started with a penny

We welcomed our first customers with the old "penny policies"

Right at the beginning we were formed to give the poor and underprivileged people of Liverpool the chance to bury their loved ones with pride
For many years we offered Industrial Branch Whole of Life Insurance policies or 'penny policies' as they were more commonly known
You could insure you or your child’s life for as little as one penny a week and the society would pay towards a funeral

In the old days, agents would go door-to-door collecting premiums and were a regular sight in the neighbourhood
Many people believe that nowadays these old ‘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
Fill out our policy tracing form to find an old ‘penny policy’

Liverpool Victoria Financial Services

On 2 January 2020, we moved away from friendly society status and became registered with Companies House as a company limited by guarantee

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)