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Why choose LV= for your life insurance?

Being seen as a superhero is great, but you still might need help choosing the right life insurance. With so many different life insurance products on the market, why should you trust LV= with your life insurance protection needs? The answer is simple.

Award-winning service:

LifeSearch Protection Awards 2016

LifeSearch awards 2016 logo

LifeSearch are a firm of Financial Advisers. These awards are voted for by LifeSearch themselves, not a panel of judges, which means it's a true reflection of LifeSearch's experience with the provider. We won the following categories:

  • Best Income Protection Provider
  • Best Service for New Customers
  • Best Sales Material

Moneywise Customer Service Awards 2013 to 2017

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

Winners of the following award for the last 5 years:

  • Most Trusted Life Insurer

Financial Adviser Service Awards 2016

Financial Adviser Service Awards 2016 5 star life and pensions

These are considered to be the benchmark for service standards within the retail finance marketplace and the 'Five Star' award is one of the most sought after in the industry as it's voted for by advisers. For the fourth year in a row we have been awarded for:

  • Life & Pensions

Gold Standard Award 2016

Only those companies who, in the opinion of a panel of judges, can prove they go above and beyond standard requirements will be considered for a Gold Standard award. It's the seventh year in a row we've received a Gold Standard award for:

  • Protection

We are especially proud to win the gold standard award for protection for nine years in a row, after previously winning the award each year from 2008 to 2016.

Gold Standard Award 2016 - winner for protection

10 Good reasons to choose LV= for your life insurance:

1. We pay claims and we pay them quickly

97% of life insurance claims were paid in 2016.

2. 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.

3. Simple online application

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

4. Consistent values

When we started in 1843 as Liverpool Victoria, our goal was to give financial security and peace of mind to more than just a privileged few. And today it's much the same.

5. 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.

6. Clearly no jargon

We've designed easy to use customer guides to explain our products and the options clearly in plain English. Our customer advisers are also available to answer any questions you may have.

7. Mutual not PLC

As a mutual, we don't have to answer to external shareholders - so we can concentrate on looking after you. It's mutually beneficial.

8. Become a member

Life insurance policy holders instantly become LV= members. This gives you benefits such as:

  • Discount on our car, home and travel insurance products.
  • 24 hour member care line which could help you with:
  • Criminal and civil law queries
  • Health and medical questions
  • Finding a reliable tradesman in an emergency

9. Customer reviews

We value feedback from our customers which is why we’ve partnered with reevoo, who offer an independent service and collect feedback from LV= customers on our behalf.

10. Award-winning

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 products.

Call LifeSearch on:
0800 197 2266

Mon to Thu 8am - 8pm
Fri 8am - 6pm

Existing customer?
0800 678 1906

8.30am - 6.30pm Monday to Friday

Calls may be recorded and/or monitored for training and audit purposes.

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

More about LifeSearch and your protection needs

Our life insurance application is quick and easy

Understand life cover

We've created lots of useful information to guide you through the process of finding which life insurance product is right for you.

Find out more about life cover

Need to make a claim?

Contact one of our experienced claims advisers to help guide you through the process.

How to make a claim

Policy documents

  • Policy summary
  • Our services

View policy documents


From what's covered, ways to get set up or even how to claim, our library of FAQs can help.

View our Life Insurance FAQs