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Green Heart support

Making the UK a more confident place, one person at a time.

With our purpose to help people ‘Live Confident’ we launched Green Heart support in 2017. It was created with the idea of bettering the lives of our own members and customers – the people that trust us to look out for them.

Sometimes life can throw us a curveball and our confidence takes a hit. But if you know someone’s got your back, you can be ready to take on the world. LV= Green Heart support is our way of providing help and support to people going through some of life’s toughest challenges, giving them confidence when they need it the most.

Case Studies

Image of cars in a carpark

Green Heart Experiences No 136

Whilst on holiday Jane’s fiancé Keith was struck down with an unknown illness. Back home, doctors were baffled as Keith was still unable to talk or function normally. We paid for a month’s worth of hospital parking for Jane to take some stress and expense away. We also sent a luxury hamper so she could relax after exhausting days at the hospital.

image of spinach

Green Heart Experiences No 223

David had been checking parking fees at a car park meter when two men mugged him and stole his car. We sent a purifying food processor and a recipe book to help him while he recovered from a broken jaw at home

Image of a wet room

Green Heart Experiences No 162

Two years ago, 60 year old Hannah was diagnosed with Alzheimer’s, and now needs constant care. Her husband had organised for some workmen to create a bedroom and wet room for her and we wanted to do something to minimise the disruption. We sent our customers some Wiltshire Farm Food vouchers so they could have some food delivered whilst their home was being adapted.

Image of a bed in a hotel room

Green Heart Experiences No 13

Nadia needed to get away after witnessing a traumatic accident so we organised for her and her husband to stay in a nice hotel. Whilst waiting for the ambulance she’d comforted an injured person who’d been hit by a drunk driver.

Green heart with the number 408 in the centre

The Green Heart support has helped 408 customers and members

Image of a throw on a wooden chair

Green Heart Experiences No 55

Our member Carol lost her daughter who had a life-limiting condition and was struggling to cope after her loss. Once her daughter’s full-time carer, Carol was now lonely so we sent a luxury throw and some financial support to provide a sentiment of comfort.

Delivering the good news

An LV= employee was so touched by Dorothy’s story that we had to do something. LV= Green Heart support aims to provide help and support to our customers and members going through tough times, and spread confidence to those who need it most.

Video Transcript

One of our customers was bed bound and afraid she couldn’t afford the ambulance to go to her husband’s funeral

So we, at LV=, decided to do something about it


Hi there, is that Dorothy?

Yes, love.

Hi, it’s Raj from LV=

I like talking to you young man

I like talking to you as well, Dorothy.

Uhm. So, what we’ll do is, to try and help you out in the situation that you’re in at the moment, if we can get some contact details for who’s actually gonna be arranging the ambulance for you, we’d like to take care of that for you.

Oh, you are good. I didn’t believe that people in this world were like this.

LV= Green Heart support

Helping to make the UK more confident, one person at a time.

Great for our customers

woman at a spa day

To say your beautiful gift was a complete surprise would be an understatement. It is lovely, so unexpected and it gave me a ‘lift’ in this very difficult time. All of the items are of the type I use and there was even a box of ‘goodies’ – the truffles.

You may be interested to know that the raspberry lemonade is made about 10 miles from here and I know it well. My pantry always has one of their products on the shelf, either in use or waiting to be used. So all in all you sent me the perfect gift.

Thank you again for your kindness and consideration.

What our customers have said


Thanks a million for the lovely gift that you sent. It was a very nice surprise for me and my wife Joan. We liked it very much.


I just wanted to say thank you for the kind gesture of sending the vouchers, it was very thoughtful.


It is wonderful that people still have wonderful thoughts and ideas so that others may benefit and have a great day. I thank you all from the bottom of my heart.

What our people think


I think it is an amazing thing for a company as large as ours to go the extra mile when it matters most.

Hayley, talks to our customers every day

Helping a mum caught up in the Manchester Bombing is what makes me proud to work for LV= and puts everything else today into perspective.

Amanda, Manager in our contact centre

How does LV= Green Heart support work?

Because of the nature of our business we sometimes hear stories where our customers and members are going through a challenging or stressful time. We empower our customer service teams to trigger support when they identify customers who are in real need. We want our employees to feel that, by working for LV=, they are part of a business that makes a difference to thousands of lives each year and are the ones that know more than anyone the tough situations our customers can find themselves in. Where our people identify that a greater level of support is needed, or when members apply directly, we have an internal committee to help decide how we can best help.