What is life insurance?
Life insurance provides a financial payout to your loved ones if you were to pass away during the term of the policy, helping protect their future when they need it most.
Having the right cover in place gives you and your family valuable peace of mind.
It can cover major commitments such as your mortgage, giving you confidence your loved ones have a place they can call home. Life insurance can also cover any future plans you may have to support your children with further education.
*This is based on claims paid in 2024 for Life Insurance, Terminal illness and Whole of Life products. Please note our Whole of Life products are no longer available.
Get up to £250 worth of e-Gift cards when you take out LV= Life Insurance

If you take out a policy on LV.com and pay at least six monthly premiums, you could benefit from having up to £250 of e-Gift cards to spend. The amount you get depends on the premium you pay and Terms and conditions apply.
Protecting your family’s future – whatever it may hold
We can’t predict the future, but we can prepare for the unexpected. Jennie Gow is a Formula 1 broadcaster, a wife, a mum and a stroke survivor. Her story reminds us how quickly things can change.
Taking out protection is a simple step that can make a real difference when things don't go to plan. Read Jennies full story.
My name's Jennie Gow. I'm an F1 presenter and pitlane reporter for the BBC. I love motorsports and get to travel the world with the F1 circus, which is what they call it, but I'm also a wife and a mum to a little girl and I love my life. I'm very lucky.
My life changed drastically on the 29th of December 2022, a date that I will now always remember. I picked up a really heavy cold just before Christmas. I spoke to the doctors. They said it was nothing to really worry about. When I coughed, kind of, one last time, and that cough ruptured or dissected the carotid artery, which is one of the four arteries that go up from your neck into your brain. And obviously I didn’t realise that, but yeah, that cough was the final straw, I suppose. That’s when I collapsed in the bathroom and obviously my husband found me and that’s when the whole stroke kicked in.
I don't really remember too much. It's like a shutter opening and closing of my memories. I don't remember the trip into the hospital at all, apart from my daughter was there and she held my hand and that was the last time.
Yeah, that was the last time my hand actually was working, cause the right-side paralysis set in at that point.
I remember my husband coming in. That was surreal, and then my daughter came in as well and by that point, I couldn't reach out to them or touch them and I couldn't speak to them, still didn't really know what was going on. I wasn't really that aware of my surroundings and why I was there even. So at that point in time, I think my husband was going through a whole world of emotions. He was in a relatives room, being briefed about what had happened.
And they did confirm to him that I'd had a stroke and that it could be certainly life altering, but also potentially fatal. Even though they removed the clot, it's not quite as simple as that. The brain doesn't just heal, the damage that is done is there forever.
I remember waking up and obviously I was in this operating theatre. I had no idea where I was or what had happened. My husband was by my side, so that was reassuring, but I still couldn't speak to him, I still couldn’t really gesture to him. I just had no words and that was really hard.
And for me as a broadcaster, not being able to speak was so alien. So, all I could concentrate on with that was trying to fix myself, I suppose, to try and get myself back to speaking.
The care that I received was amazing. Honestly, the nurses, the therapists and the doctors were all amazing. I was so lucky. The nurse in particular, that I remember. She said you need to try and find your voice again. So get angry and just in your head try and shout it out.
Get angry and just say Ah, and somehow I did and. Yeah, she was so kind. And I would not be beaten.
It's really hard looking back at that cause you know that that moment might have been a defining moment in your life. But thank goodness she was there and she drove me and made me speak again.
So I have this amazing financial adviser called Ian who runs a little company called Druthers, and he advised us in, I think August of 2022 that it would be wise to take some sort of protection for my income just in case the worst happened.
And at that point you think, but do I need it? I'm perfectly fit and well, but took out a policy with LV= just to protect my income going forward and that was quite an astute move, it turns out. No one had a glass ball. We didn't know what was about to happen, but when we were in hospital, just knowing that we had that protection and that LV=, as soon as we phoned them and they kicked in and together with Ian and LV=, they all behind the scenes for us as a family, they were able to proceed and cover us going forward, which was.. I mean, it was a life changer for us because I couldn't speak, let alone work and we didn't know if I'd ever get back to broadcasting.
So to have that just peace of mind that actually would be okay, that was such a great help at that time. Throughout all of this process, if they hadn't have been there to support me, I don't know quite where would have been. It would have been a very different situation.
When Ian contacted LV=. I don't think there were any questions of or are we going to pay? Are we not? Are you actually protected or not? It was just automatic that this has happened. Fill out these forms. You need to react to this, and we will have your back, and as a company it was quite impressive to be honest.
So not only did LV= support me in the financial side of things, but I explained to them that I was desperate to get back to work and they suggested that actually, they could support me with some more therapy. LV= have been great in helping me get back to work, or at least trying to get back to work.
I have a case handler called Alison. I've never met her, obviously, but we've spoken a lot on email. I feel sorry for her because the case file must be massive because I'm messaging her all the time saying ‘oh I've got some work, I'm working this week!’ so yeah she's been great. She feels like she's part of my extended bubble of therapists really. Because I messaged her so many times and we speak on the phone every now and then and it's a really nice relationship, and I wouldn't have expected that from an insurance company.
And I trust LV= and I trust Alison that they want me to get back to work. And if I can, that's great. If I can't, that's another conversation and it will for me feel like I've failed if I can't get back to ‘my old me’.
But knowing that Alison is there and if I have a setback that LV= and she will understand that, and still be there to support me - it's very powerful that connection.
I remember just at the end of the phone call, starting to cry, I cry a lot, but it was just such a relief that I found this policy and unbeknown to me at the time, signed up to a company that would really support me.
I think that meeting with Ian and Druthers really helped our decision-making. I don’t think if it had been left to me, I would ever gone – you know what I need today? I need some income protection. I wouldn’t have had that thought. But actually having that protection and the level of protection I did, has been life changing.
And if you can, I'd definitely recommend this insurance and protection because it's just for those times when you think you're floating at the top of the cloud and everything's going great and all of a sudden, you've dropped through the cloud and you've got nothing. You're falling, and this is just a parachute to keep you off the ground, and it is.. it's a lifesaver.
Helping people live financially confident lives
From everyday doctor services to exclusive member benefits, discover why millions trust LV= with their life insurance



We’re pleased to share £100m in bonuses with eligible members in 2025
How does life insurance work?
It doesn't have to be complicated
The information on this page shouldn't be taken as advice, It's up to you to decide if it's right for you and you should speak to a financial adviser if you're not sure.
What does our life insurance actually cover, and what does it not cover?
Taking out critical illness cover with your life insurance plan
Taking out critical illness cover means a cash lump sum is paid to you if you die or are diagnosed with one of the listed critical illnesses during the term of the policy.
There are many types of life insurance products to choose from and different levels of cover to suit your specific needs.
To find out more take a look at our guide on what critical illness cover is and how it works.
What are the different types of life insurance I can get?
You can choose between either a level cover or a decreasing cover life plan. Each have their own benefits depending on your needs and how much you want to cover. Find out more about the difference between level cover and decreasing cover.
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Decreasing cover |
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What's the difference between single and joint cover?
Many people aren’t aware of the difference between single and joint life insurance.
It’s worth comparing both options to determine which type best suits your personal circumstances and financial needs. Read more on which option might be right for you.
When arranging life insurance, you should consider the amount of cover you need and the length of time you wish to have it for.
Our life cover pays out a lump sum if you pass away during the policy term. Over this period, you’ll pay monthly premiums to LV=.
You can also take out Critical Illness cover with your life insurance plan, which then means a lump sum is paid to you if you die or are diagnosed with one of the listed critical illnesses during the term of the policy.
Our life cover is designed for protection purposes only and has no cash-in or surrender value. If you stop paying your premiums the cover ends, and you get nothing back.
Everyone's circumstances are different and not everyone needs life insurance cover.
However, if your children, partner or other relatives depend on your income to cover costs such as a mortgage, household bills or other living expenses, the answer is probably 'yes', as it will help provide for your family in the event of your death.
There are many types of life insurance products to choose from and different levels of cover to suit your specific needs.
To find out more take a look at our guide on what life insurance is and how it works.
Make sure you read the policy summary so you understand what you're buying...
You can get this and other documents from us in Braille, large print or audio by contacting us.
Considering life insurance?
LV= life insurance gives you one less thing to worry about, knowing your family will be financially protected should the unthinkable happen to you. Get a quick quote today!
How much cover do you need?
Our life insurance calculator helps you estimate how much cover you may need.
You just need some basic details to calculate the level of financial support your dependents might need.
Step-by-Step guide to buying a life insurance policy
This is how much money your family would need to cover expenses.
Pick the type of policy that best suits your needs and budget.
This includes details about your health, lifestyle, employment and finances.
You may be asked questions about your medical history or lifestyle habits.
Some policies may need you to undergo a health check.
Once we’ve reviewed everything, we’ll confirm your policy details.
Our Life Insurance content is approved by our in-house expert advisory panel. This page is endorsed by Phil Briars.
Need advice?
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Everyone's circumstances are different, and not everyone needs life insurance cover.
However, if your children, partner or other relatives depend on your income to cover costs such as a mortgage, household bills or other living expenses, the answer is probably 'yes', as it will help provide for your family in the event of your death.
As part of your application, we may need to request a medical report from your GP.
You must provide consent for this in order to complete the online application.
If you apply for our Life Insurance or Life & Critical Illness Plan online from 19 May 2025 and we accept your application, you may be eligible to receive an e-Gift card up to the value of £250*, after we receive payment of your 6th monthly premium. This can be redeemed against many of the biggest brands.
*The value of the e-Gift card will be based on the first monthly premium of the policy purchased.
| Monthly Premium | e-Gift card |
| £5 - £9.99 | £15 |
| £10 - £19.99 | £30 |
| £20 - £29.99 | £60 |
| £30 - £49.99 | £100 |
| £50 - £59.99 | £150 |
| £60 - £74.99 | £200 |
| £75+ | £250 |
The following terms and conditions will apply to this promotion:
If you stop paying your premiums the cover ends, and you get nothing back. This is a protection policy only and has no cash in value.
Yes. You must answer all questions accurately and honestly.
If you don’t:
Life insurance pays out to your loved ones should the worst happen and you pass away within your plan’s term.
With LV= life insurance, terminal illness cover is included at no extra cost. This covers and pays out a cash lump sum if you are diagnosed with a terminal illness and are not expected to live for more than 12 months.
Increase options may be available after:
These options depend on guidelines in your policy, and in some cases, increase options may not be offered.