LV= uses cookies to give you the best experience online and to provide anonymised, aggregated site usage data. You can find out what cookies we use and how you can disable them in our Cookie Policy. By continuing to use our website, you agree to our use of cookies in accordance with our cookie policy unless you have disabled them.

skip to main content

Why LV=

Call us for a free chat on 0800 032 9301

Lines open: 8.30am to 6pm Monday to Friday

Why choose LV= Pension Specialists

It’s important you receive sound financial advice as you approach retirement. Here are five key reasons why you can rely on LV= to look after your needs in retirement.

Award winning

UK's most recommended and most trusted insurance company:

  • LV= has been recognised as the UK's most recommended insurer by YouGov. That's something that we're really proud of at LV=.
  • We've also won the Moneywise award 2016 for the most trusted life insurer, as voted for by real consumers - a trust earned by consistently providing good service and competitive products.
Moneywise most trusted life insurance 2016

A name you can trust

We’ve been in business for over 150 years (since 1843 to be exact), so you can feel confident that our future is secure. In fact, over 5 million customers use LV= products and services.

UK's largest friendly society

That means we don’t answer to external shareholders. Our responsibility is to look after the needs of our customers (who have a say in the way the business is run). That’s why our mission is to treat our customers like family.

Specialists in retirement

We’ve been a leading provider of products in the retirement market for many years. We have a full range of solutions to meet your retirement needs and the expertise to help you make the most of your pension savings.

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.