Press release

LV= partnership with Maggie’s cancer charity boosts support for cancer claimants

  • LV= teams given specialist training to help customers living with cancer 
  • Partnership provides claimants with additional emotional and practical support  

LV= is working with Maggie’s, a charity offering emotional and practical support for people living with cancer.

Cancer* accounts for 58% of critical illness, 24% of income protection claims, 42% of life and 60% of all children’s claims, and has a huge impact on everyone affected, including family and friends. (*Source: LV= 2018 claim stats).

LV= understands that the impact of cancer isn’t just financial and is working with Maggie’s to direct customers to the charity for additional support. Maggie’s will also train teams to offer a friendly voice to support clients through their cancer claim and beyond. 

Maggie’s has 24 centres, built by leading architects beside NHS hospitals across the UK. They offer warm, caring and inviting spaces. Professional staff welcome visitors in and offer them the tools they need to cope after a cancer diagnosis. There are group sessions, benefits and nutrition advice, relaxation and gentle exercise sessions. 

Debbie Kennedy, Director of Protection at LV=, said:

 “Working with Maggie’s will reassure advisers that we can provide their clients with care, compassion and practical support.

Someone in the UK is diagnosed with cancer every two minutes and there are 360,000 new cases every year. Although the financial impact of cancer can be huge - one in three people experience a loss of income and it can be particularly hard for people who are self-employed - we understand the emotional impacts of cancer are enormous. 

Cancer creates complex issues and that’s why we’re working in partnership with Maggie’s. They offer emotional, social and practical help for people living with cancer, as well as their family and friends. 

Working with Maggie’s means we can deliver more support to customers, spot those who are particularly vulnerable and help us talk to financial advisers about the best ways to discuss cancer with their clients.”

Katie Tait, Director of Communications at Maggie’s, said: 

“We’re so delighted to be working with LV= and that they have understood the importance of offering emotional and practical support to their customers.  LV=’s commitment to supporting their customers through difficult times, combined with Maggie’s expertise, will ensure that our partnership has a great impact on the lives of people with cancer and their families.”


Press contact

David Gwyer
Media Relations Manager – Life & Pensions
07798 796907
Candice South
Press Officer - Life & Pensions
07867 141547
Katie Tait, [email protected], 07500 842900

About LV=:

LV= is a leading financial mutual and serves over 5.8 million customers with a range of financial products. 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.

LV= and Liverpool Victoria are registered trademarks of Liverpool Victoria Financial Services Limited and LV= and LV= Liverpool Victoria are trading styles of the Liverpool Victoria 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.

About Maggie’s

Maggie’s is a charity providing free cancer support and information in centres across the UK and online. Built in the grounds of NHS cancer hospitals, the centres are warm and welcoming, and are run by expert staff who help people live well with cancer.

The first centre opened in Edinburgh in 1996. There are now 24 centres across the UK Maggie’s is funded by voluntary donations. Maggie’s President is HRH The Duchess of Cornwall. For more information visit Maggie’s is a UK registered charity (SC024414)