Est 1843 logo
Leaf shining in the sun

Our story

From humble beginnings...

We've been going strong since 1843!

Throughout our 175+ year history, we've stayed true to our roots which we believe are just as important today as they were back in 1843.

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

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

Back in time

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" 

scales with two groups of people either side
  • 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’

A few defining moments

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)
  • 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)