LV= News

Supporting members and customers

Our purpose is to help people live financially confident lives. Our members and customers are at the heart of everything we do and we’re dedicated to ensuring they are given the right level of support when they interact with us.

We aim to create a culture which delivers positive outcomes for our members and customers and at the core of this are our values – trusted, curious, inclusive and courageous. These values are an integral part of our work as a 'Trusted and Thoughtful Provider’ which is one of our three sustainability pillars. You can read more about this in our Sustainability Report.

How we support our members and customers

Our Customer Service teams are all trained to offer additional support when communicating with our members and customers. This includes being able to facilitate meaningful conversations, adapt their approach and assist our members and customers to meet their needs. We also help our colleagues identify suitable external sources to refer someone to for support.

We have a team dedicated to handling more complex queries. Through external coaching and training, they’re able to work with our Customer Service teams to ensure members and customers are given the right support at the right time. Thanks to their expertise, this team can also take over the ownership of situations and will assist someone for as long is needed.

Payment breaks

Recognising the need to help members who are struggling financially, our payment break option has been in place since 2020. It supports eligible members who are finding things difficult and unable to pay their policy premiums because of their circumstances.

Our aim is to help our members keep their important protection cover in place.

In 2024, we helped 213 members, waiving over £14,000 in premiums. Since 2020, over 650 members have received a payment break and nearly £94,000 has been waived in premiums.

Cost of living hub

We understand that many people are continuing to struggle with the cost of everyday essentials like food and bills. Our cost of living hub has been designed to help our members, customers and their loved ones navigate this difficult time.

It includes what LV= support could be available, plus other help and guidance.

Member benefits

Members of LV= can access a range of member benefits and, depending on their policy, additional support services.

Our Member Support Fund is designed to provide a helping hand. Members can reach out to us for practical or financial support. We gifted over £18,500 during 2024 and continued to help members with appropriate signposting to external services for longer-term support. 

Here are some of the ways we’ve supported our members:

  • We purchased a wheelchair for Mrs A, so that she could be taken out of her care home more easily. This meant that her and her husband could get out in the fresh air and spend more quality time together.
  • To support Mr B’s children who have additional physical needs, we covered the costs of replacing much needed family furniture and had it delivered to their door.
  • When we were told that Ms C was struggling to pay her heating bills, we took the time to understand the situation and discovered that her front door was broken. This caused their home to be colder and in turn she was facing higher heating bills. We replaced the door which has reduced her energy consumption, saving her money.
  • After losing their job before Christmas, Miss D was struggling financially. With her child’s birthday and the festive season coming up, we gifted some vouchers for food and presents to help.

We strive to give great experiences. We’re proud of the feedback our teams receive directly from our members and customers.

  • "The member of staff that dealt with me was very polite and professional. He helped me sort out my late mother’s assurance policies. The way I've been dealt with the whole way through this process has been great - thank you LV=."
  • "The person I spoke to was exceptionally professional, understanding and made me feel at ease. Thank you very much."
  • "I would like to express my gratitude to the team for all their kind, professional and considerate approach throughout the process of my claim."
  • “I am so very grateful for this. It really will help at this difficult time – you may not realise quite how much. Thank you for your time and kindness whilst dealing with my phone call and arranging the vouchers.”
  • "Thank you so much for your help, support and kindness when I spoke to you about my late husband. You made a difficult time that bit easier."

Information for LV= members

Find out more about the LV= membership