Couple hugging holding green heart balloons


A company limited by guarantee

Building a mutual for the future

The journey starts now

In March 2019 we first announced our proposal to move away from being a friendly society and convert to a company limited by guarantee.

Our plans received overwhelming support from our members at a Special General Meeting on 22 May 2019 and were also approved by our regulator. We’re pleased to say that the final stage of conversion is complete and we’re now registered with Companies House as a company limited by guarantee.

As a result, with effect from 2 January 2020 our name changed from Liverpool Victoria Friendly Society Limited to Liverpool Victoria Financial Services Limited. Of course, we’ll continue to be known, more commonly, by our brand trademark, LV=.



What does this mean 

It’s business as usual – we’re still a mutual, committed to delivering value and great service to our members and customers.

The main difference is that we are now governed by the Companies Act 2006, which gives us more flexibility and freedom to compete in today’s marketplace.
Our new company name and company number will change on our documentation.


Key things to know

Our new company document

Available in printed format on request