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About us

A little bit about LV= Broker

Our ambition? To be Best Loved - the insurer our brokers trust the very most

So, what makes us Britain's 'best loved' insurer?

We think it's a number of things. It's the way we listen to our brokers, to make sure our products and services meet their customers' needs. It's the way we deliver a market-leading claims service, when we're needed the most. And we also think it's because of who we are — we're the friendliest bunch of people so working with us is a great experience.

We don't stand still 

We're never completely satisfied and want to work harder for you, so we're always looking for ways to enhance and improve what we do. We also know that time doesn't stand still, so we're constantly looking ahead to make sure we're ready to support you with your customers' future needs. 

Giving you choice 

Offering your customers value, choice and stability is important in today's ever changing marketplace.

Our business

We’re proud to be one of the UK's largest Personal Lines insurers, with more than 6.5 million customers and 4,000 employees.

In 2017, we became the LV= General Insurance Group (LVGIG) and announced a Strategic Partnership with Allianz Holdings PLC which completed in December 2019. Allianz are now our sole shareholder and we have separated from the LV= Life and Pensions business.

In January 2020, we acquired Legal & General’s general insurance business (L&G GI). L&G GI was predominantly a home insurance business, with more than 2 million customers. They had around 850 employees based in Birmingham who we bought into our business to create a bigger and stronger combined business.