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50 Plus plan from LV=

  • Guaranteed acceptance - no medical or health questions
  • Premiums starting from £7 a month (depending on age)
  • Full cover after just 12 months
An over 50s Married couple with their grandkids, dog, and member of the LV= legal team stood behind the LV= heart

Why choose LV= for over 50s life insurance?

With so many over 50s life insurance policies on the market, why should you trust LV= with your insurance needs? The answer is simple.


10 Good reasons to choose LV= for your over 50s life insurance

1. You're fully covered after just one year

We guarantee full pay-out if you die after just one year. If you died before this we'd pay you the total amount you paid in premiums.

2. Guaranteed acceptance

There are no medicals, so if you're aged 50-80 and a UK resident, you are guaranteed to be accepted.

3. Choice of Welcome Gift and Cashback

When you take out a 50 Plus plan with us you can choose between a £30 M&S gift card, £30 Gift Certificate* or a £30 Argos gift card. If your partner takes out a 50 Plus plan with us too, then they'll also get a complimentary gift of their choice.

This gift will be sent out within 28 working days of us receiving your third monthly premium.

* is not a sponsor of this Promotion. For complete gift certificate terms and conditions, see All Amazon ®, ™ & © are IP of, Inc. or its affiliates.

4. Get an additional £300 with our Funeral Benefit Option

By selecting the Funeral Benefit Option in your 50 Plus application, you can help your family even more by getting an additional £300 contribution on top of your amount of cover that is used towards funeral costs.

Please be aware that if you have already taken out the Funeral Benefit Option on a previous plan, you may not be able to take out this option on further plans.

More on the Funeral Benefit Option.

5. 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.

6. We have an easy claims process

We are 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.

7. Customer satisfaction

We've been looking after families since 1843 and are passionate about putting our customers at the center of everything we do. We ask our customers to rate our service using and independent review service called Reevoo, (you can see our current score out of 10 at the top of the page) and we're committed to maintaining these high standards.

8. Become a member

50 Plus plan policy holders instantly become LV= members. This gives you benefits such as:

  • Discount on car, home and travel insurance products
  • 24 hour member care line which could help you with criminal and civil law enquiries, health and medical questions as well as finding reliable tradesmen in an emergency.

9. 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.

10. Proven track record

When you buy 50 Plus cover from LV= you get the reassurance of knowing that you’re part of our long history of providing financial security for our members and customers.

Our over 50s life insurance application is quick and easy

Why Choose LV=?

  • Quidco cashback (terms and conditions apply)
  • Free welcome gift
  • 170 years experience
  • Full cover after just one year with 100% of claims paid
  • Easy claims process

Complimentary Gift

Complimentary gift after your plan starts

Images of an Amazon, M&S and Argos gift card for the over 50 life insurance complimentary gift

*Amazon T&C's

* is not a sponsor of this Promotion. For complete gift certificate terms and conditions, see All Amazon ®, ™ & © are IP of, Inc. or its affiliates.