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 over 4.5 million customers and 4,000 employees.  Throughout our 180 year history we have put our people and our customers at the heart of everything we do, because what matters most to you, matters to us too.

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 separated from the LV= Life and Pensions business. Allianz is proud to be the Worldwide Insurance Partner of the Olympic and Paralympic Movements from 2021-2028.

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 serve 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.

We’re more than just a green heart, we know our stuff too. We follow the rules and we work with the right authorities to keep us in check.

We’re regulated by the Prudential Regulation Authority (PRA) and the Financial Conduct Authority (FCA).

Prudential Regulation Authority (PRA)
The PRA is part of the Bank of England and has rules in place that mean companies like us must hold sufficient capital and have relevant risk controls in place. They pride themselves on promoting the safety and soundness of businesses while protecting policyholders too. 

Financial Conduct Authority (FCA)
The FCA regulates our business conduct in order to protect customers and financial markets. They monitor which firms or individuals are able to trade in financial markets, and make sure that they reach certain standards before doing business. The FCA has the power to impose penalties if businesses don’t meet these required standards, these penalties can range from imposing a fine to actually stopping a business from trading. 

Getting a helping hand from the PRA and FCA helps us to make sure that our business is following the right guidelines and our customers are being treated fairly. Our website content is produced in collaboration with our advisory board too, which includes experts in insurance products, claims and compliance.

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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