About us

Welcome to LV= General Insurance

About us

LV= General Insurance is a leading insurance business offering a range of general insurance products.

We’re proud to be one of the UK's largest personal lines insurers, with more than 5.5 million customers and 3,500 employees.  Throughout our 170 year history we have existed to increase the value of our business by putting our people first and placing our customers at the heart of everything we do.

Our goal of growing customer value is underpinned by our vision to be Britain’s best loved. Offering a huge range of general insurance products, from pets to home, car to travel, we work hard to make important financial decisions simple and straightforward for our customers. Because we know that life can be complicated, but insurance doesn’t have to be.

We offer our services direct to consumers, as well as through advisers and brokers, and through strategic partnerships with a wide range of organisations. We also own a number of other financial brands including Britannia Rescue, Highway Insurance, and Frizzell.


In 2017 we became the LV= General Insurance Group (LVGIG) and announced a Strategic Partnership with Allianz Holdings PLC which completed in December 2019. Allianz are now our sole shareholder and we have seperated from the Friendly Society. 
In January 2020 we acquired Legal & General’s general insurance business (L&G GI) L&G GI is predominantly a home insurance business, with more than 2 million customers. They have around 850 employees based in Birmingham who we look forward to bringing into our business to create a bigger and stronger combined business. The Birmingham office will be part of our multi-site presence in the UK.

Find out more about us...

Awards and recognition

We're extremely proud to be recognised for our products and services


We know that no one day, no one customer and no one conversation is the same as the next. Curious? Join us

Company information

Read our Annual Report or find out how we're fighting financial crime

Corporate Responsibility

We’re passionate about looking after our people, investing in our communities and caring about the environment