Proud to be the UK's most recommended insurer


The UK's most recommended insurer

  • According to YouGov, we're the UK's most recommended insurer and that's something that we're really proud of at LV=.
  • At LV=, we love to help you to protect the things you love most, so your recommendations for all of our insurance products, including our car, home, travel, pet and life insurance, really count.

About YouGov

YouGov is the most quoted authoritative measure of public opinion and consumer behaviour. From the very beginning, YouGov has been driven by one simple idea: The more people participate in the decisions made by the institutions that serve them, the better those decisions will be. Their panel of consumer members help us at LV= to better serve our customers.

Information on YouGov BrandIndex

YouGov BrandIndex is the authoritative daily measure of consumer brand perception. It conducts 4,000 interviews every day, and more than 670,000 interviews per year from a representative sample of the UK population. Respondents are drawn from an online panel of more than 400,000 individuals in the UK.
To assess the Recommend score of General Insurance brands in the UK, YouGov looked at data from its General Insurance sector in BrandIndex between 01/12/2018 to 30/11/2019, sample size 31,356.
The brands looked at specifically were: Liverpool Victoria (LV=), Direct Line, Aviva, Admiral, Churchill, Co-operative Insurance, NFU Mutual, AXA, Hastings Direct, Prudential, More Th>n, BUPA, Esure, Allianz, Simplyhealth, Saga, Privilege, Denplan, Age UK, Hiscox, Staysure, RSA Insurance Group, RIAS, Ageas, Swift Cover, Smart Insurance, Castle Cover, Hughes Insurance, Age Co, Abbey Insurance, Brokers, Autoline Insurance, Back Me Up, Sheilas' Wheels and Kwik Fit Insurance.
Based on a 52 week moving average, LV= ranked above all others throughout the period.  
The Recommendation of a brand is measured by asking YouGov panelists two questions:
Which of the following financial institutions would you Recommend to a friend or colleague? (Recommenders) And which of the following financial institutions would you tell a friend of colleague to Avoid? (Avoiders)
A brand’s Recommend score is calculated by subtracting the percentage of Avoiders from the percentage of Recommenders which provides a net score that could range from -100 to +100.