LV= uses cookies to give you the best experience online and to provide anonymised, aggregated site usage data. You can find out what cookies we use and how you can disable them in our Cookie Policy. By continuing to use our website, you agree to our use of cookies in accordance with our cookie policy unless you have disabled them.

skip to main content

Catch up with the latest press releases from LV=

Large green heart

LV= Broker enhances its ABC home product

Press release: 06/11/2014

LV= Broker is enhancing its ABC home insurance product as part of its strategy to grow in the home market. The underwriting footprint has also been increased to include more postcode areas and occupations, which could open it up to around 500,000 new customers.

In response to demand from brokers, ABC home contents insurance customers can now tailor the personal possessions cover to suit their individual needs. For instance, customers can now insure a single item away from the home, such as a watch or an iPad, instead of having to insure multiple items away from the home under the personal possessions cover.

In addition, LV= Broker will now automatically calculate the rebuild value of the customer's house for them, rather than relying on the customer to provide this information. This will improve the customer journey and could result in cheaper buildings insurance premiums, as many people overestimate how much it would cost to build their house from scratch.

We have more than doubled our home insurance book in the past year and have had excellent feedback on the ABC product from brokers. In response to this feedback, and as part of our strategy to continue to grow in the home market, we have looked at ways to increase our underwriting footprint and to give customers more flexibility on cover. These enhancements will make our product easier for brokers to sell and will make us even more competitive.

Michael Lawrence, Personal Lines Director at LV= Broker

For further information please contact:

Sian Reddick,, 0208 256 9359 / 07436 535 972

LV= Broker

LV= Broker is part of the LV= group of companies, and incorporates Highway Insurance and ABC Insurance. LV= is a trademark of Liverpool Victoria Friendly Society Limited (LVFS) and a trading style of the Liverpool Victoria group of companies.

LV= employs 6,000 people and serves over 5.5 million customers with a range of financial products. We are the UK’s largest friendly society and a leading financial mutual.

When we started in 1843 our goal was to give financial security to more than just a privileged few and for many decades we were most commonly associated with providing a method of saving to people of modest means. Today we follow a similar purpose, helping people to protect and provide for the things they love, although on a much larger scale and through a wide range of financial services including insurance, investment and retirement products.

We offer our services direct to consumers, as well as through IFAs and brokers, and through strategic partnerships with organisations such as ASDA, Nationwide Building Society and a range of trade unions.

Authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority and the Prudential Regulation Authority. LVFS is a member of the ABI, the AFM and ILAG. Registered address: County Gates, Bournemouth BH1 2NF.