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.