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Life Insurance

Why choose LV= for your life insurance?
Here are 10 good reasons...

10 great reasons to choose us for your life insurance

With so many different life insurance products on the market, why should you trust LV=?

We pay claims and we pay them quickly

97% of life insurance claims were paid in 2016.


We have an easy claims process

LV= is committed to providing the highest possible level of service for our customers. Embracing technology, we've streamlined our buying and claiming processes to ensure they're as quick and easy as possible for you.


Simple online application

Our simple application form means you could be covered online instantly in less than 25 minutes.


Become a member – get discounts on our other products

Life Insurance policy holders instantly become LV= members. This gives you benefits such as up to 15% discount on other LV= products and access to our ‘24 hour member care line’ which could help you with a variety of topics from ‘how to challenge a parking ticket’ to advice on ‘how to resolve a neighbourhood dispute.


Financially strong

LV= is a financially strong name that you can trust. When you buy insurance products with us, you can be confident that we'll be around to pay the benefits for the term of the plan.


Mutual not PLC

Being a mutual, we don't have to answer to external shareholders - so we can concentrate on looking after you. This means putting our customers at the heart of our business.

More about who we are

24/7 access to our Dr Services app

When you take out a new policy with us you will gain access to the LV= Doctor Services, getting the medical advice and treatment you need.

A simple, convenient app available to new Life Insurance policyholders at no added cost, it gives you access to three expert medical services to help you look after your personal health, whatever your medical concern and wherever you are.

The three expert medical services...

  1. Remote GP
  2. Second opinion
  3. Prescription services

Award-winning service

Don't just take our word for it, take a look at the different awards that we have received for the quality and value of our service.


Customer reviews show more

We value feedback from our customers which is why we invite all our new insurance customers to give us feedback and rate our products and service.

99% icon

Moneywise 2013 - 2017, 5 years in a row award logo

Most trusted life insurer

We are proud to have been voted the Most trusted Life Insurer provider for the last 5 years in a row

The awards we win are extremely important to us. Some of our products and services have received 5 Star Ratings and we are the UK's most recommended insurer. And if that’s not enough, consumers voted LV= as the winner of the Moneywise Most Trusted life insurer for the fifth year running.

Our awards and recognition

LifeSearch awards 2016 logo

LifeSearch Protection Awards 2016

Moneywise 2013 - 2017, 5 years in a row award logo

Moneywise Customer Service Awards 2013 to 2017

Financial Adviser Service Awards 2016 5 star life and pensions

Financial Adviser Service Awards 2016

Gold Standard Award 2016 - winner for protection

Gold Standard Award 2016


Our application is quick and easy


Do you need help?

Call LifeSearch on 0800 197 2266
Mon to Thu 8am - 8pm, Fri 8am - 6pm

Existing customers 0800 678 1906
8.30am - 6.30pm Monday to Friday

LV= have chosen to partner with LifeSearch to offer customers independent advice for protection products.

Calls may be recorded for training and monitoring purposes.

More about LifeSearch and your protection needs