Investment, protection and retirement specialist, LV= reveals a significant gender gap in the use of mental health support, highlighting how the benefits included within protection policies can play a vital role in supporting men’s wellbeing.
According to the LV= Claims Report*, demand for mental health support with access to remote psychological services rose by 61% when compared to the previous year. Despite this overall increase, men only accounted for 43% of users, compared to 57% of women.
LV= is raising awareness of the broader benefits protection products offer, not just financial security in worst-case scenarios, but practical health and wellbeing support.
New data from LV’s Wealth and Wellbeing** research highlights ongoing challenges around mental health. In the last three months leading up to September 2025, 33% of men reported feeling stressed or anxious, 28% reported exhaustion and one in four (equating to 8.6 million men) expressed concerns about money. Despite this, only a small portion sought professional support: 6% in person and 4% online. Sadly, according to the LV= Claims Report, nearly three quarters (74%) of suicide-related life insurance claims were for men*.
The right protection cover can offer more than financial support, when it is needed. For example, LV= Protection policyholders benefit from access to LV= Doctor Services which includes remote psychological services, providing emotional and behavioural support from qualified therapists who are trained to offer counselling, cognitive behavioural therapy (CBT) as well as other mental health treatments.
Mike Farrell, Protection Sales and Marketing Director at LV=, said:
“Men’s mental health continues to suffer from stigma and lack of awareness, preventing many from seeking help early.
“Our data shows a worrying gap between men experiencing stress and those accessing support. Protection benefits can help close that gap, offering financial reassurance and access to valuable health and wellbeing services.
“At LV=, we are committed to working with advisers to raise awareness of the wider benefits of protection. By normalising conversations around mental and physical health, we can help more men access support before issues escalate.”
LV= supports advisers by providing relevant insights, tools and resources to help them have impactful protection conversations. Visit lvadviser.com/personal-protection to find out more.
Notes to Editors
- *Claims – LV= major protection products – (published in 2025) 2024 -Claims | Supporting You | LV= Adviser.
- For more information on the Wealth and Wellbeing Research programme, please visit https://www.lv.com/wealth-and-wellbeing.
- **Unless stated otherwise, the data used in this press release comes from a survey of 4,000 nationally representative UK adults conducted for LV= by Opinium in September 2025.
For further information please contact:
- Contact our press office
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About LV=:
LV= is one of the UK’s leading life and pensions mutual insurers, serving over one million members and customers. As an investment, protection and retirement specialist, LV= offers a range of products, services and advice to help members and customers protect their income while they’re working and maximise it when they stop.
LV= and Liverpool Victoria are registered trademarks of Liverpool Victoria Financial Services Limited (LVFS) and LV= and LV= Liverpool Victoria are trading styles of the LV= Group of Companies. Liverpool Victoria Financial Services Limited, registered in England with registration number 12383237 is authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority and the Prudential Regulation Authority, register number 110035. Registered address: County Gates, Bournemouth, BH1 2NF.
