LV Life Insurance Reviews Updated For 2025
In 2007, Liverpool Victoria rebranded their company name to use LV=.
The LV= brand is a visual play on the word ‘love’, and the shorter LV= name is used for all advertising. The company name, however, remains Liverpool Victoria.
We hope you find our lv life insurance reviews guide helpful. If you would like a free comparison quote, please click here.
Insurance Hero’s LV= Life Insurance Review Summary
| Company Overview | LV (Liverpool Victoria) is a top UK insurer with over 6.5 million customers. |
| Popular Benefits | Free LV= Doctor Services, terminal illness benefit, children’s critical illness cover, and junior policy options. |
| Types of Life Insurance | Family Life Insurance, Mortgage Life Insurance, Over 50s Life Insurance, Joint Policies, level-term and decreasing-term life insurance and Business Protection. |
| Premium Options | Guaranteed (fixed) or Reviewable (e.g., increasing with inflation). |
| Coverage Flexibility | Option to increase cover after life events without medical underwriting. |
| Critical Illness Cover | Available as an add-on, it covers 41 conditions, enhanced payouts for nine conditions, and free children’s cover. |
| Policy Terms | Minimum term: 5 years; Maximum term: 50 years; Age range: 17 to 84 years at entry (policy end by age 90). |
| Exclusions | Claims for suicide within the first 12 months or conditions not meeting policy terms. Misrepresentation (e.g., inaccurate disclosure of health or habits) is a common reason for denied claims. |
| Cost Examples | Coverage starts at £5/month. Costs depend on age, health, and lifestyle factors. |
| Awards | Recognised with multiple awards, including 13 Defaqto 5-star ratings and Moneyfacts awards. |
| Additional Services | Policies can be written into trust, discounts for multi-product customers, and online health support tools. |
| Cancellation Policy | 30-day cooling-off period for refunds; cancellation is possible at any time. |
| Perks and Incentives | Opportunity to obtain free e-gift vouchers worth up to £250 (subject to terms and conditions). Terminal illness coverage is included. Legal Advice Line and Care Navigator are included in member benefits. |
| Claims Statistics For 2025 | They paid out 97% of life insurance claims, £87 million in payouts, covering 5,510 families. |
Interested In LV= Life Cover? Compare It To The Leading Life Insurance Companies Below
Most trusted online reviews indicate positive customer experiences with Liverpool Victoria Life Insurance.
| Review Platform | Review Quality And Number |
|---|---|
| Trustpilot | 76,122 Reviews With An Overall Rating Of Excellent. |
| Feefo | 6,084 Reviews With An Overall Rating Of Excellent And Service Rating Of 4.6/5. |
| SmartMoneyPeople | A Score Of 4.33 Out Of 5. Based on Only 41 Collected Reviews. |
| Fairer Finance | A claims score of 70.08% and an overall rating of 68.34% |
| Defaqto | LV= has mainly scored 5 out of 5 across the board, with only one product scoring 3. |
LV= Liverpool Victoria Life Insurance Reviews
Reviews of Liverpool Victoria online are varied, mainly because LV= is both a specialist provider of retirement financial services and general insurance that meets everyone’s needs.
Liverpool Victoria is a long-established insurance specialist that started in Liverpool in 1843 with life insurance policies for just half a penny.
As the firm expanded, it relocated several times, once to Liverpool, then to London, where it served the financial needs of servicemen and women throughout the war.
The company grew exponentially in 1996 when it acquired the Frizzell Group and relocated to Bournemouth, UK, where the UK head office is now based.
Reviewing reviews to find where things are lacking shows that customers get better quotes on general insurance products using comparison websites for the first year, after which premiums increase.
This is the same among many general insurance products, but it doesn’t apply to life insurance specific to any age group, as premiums are fixed from the start date for the policy term.
As LV= uses a variety of independent insurance brokers as distribution channels for their retirement planning products, customers buying life insurance policies are more informed, leading to a better customer experience.
How Much Does LV= Life Insurance Cost?
If you read through the LV= website, it states that the cover is available for around £5 per month with free e-gift vouchers worth £250 (subject to terms and conditions).
However, the low price of £5 would only really apply to a young person in the pinnacle of good health.
The following factors all contribute to the overall cost of premiums:
- The type of lifestyle a person leads
- Their Age
- Whether they smoke or not
- The policy term
- BMI status
- Occupation
- The policy type
- Medical history
- The sum assured
Below is a table illustrating sample quotes for both level and decreasing term life insurance plans from LV=.
These estimates are based on a healthy non-smoker who needs £200,000 of coverage over a 20-years.
| Persons Age | Decreasing Term Cover | Level Term Cover |
|---|---|---|
| 30 | £11.52 | £10.52 |
| 35 | £15.76 | £14.72 |
| 40 | £25.94 | £20.32 |
| 45 | £43.89 | £34.76 |
| 50 | £76.48 | £58.65 |
| 55 | £80.32 | £65.17 |
LV= Life Insurance Options
LV= offers various life insurance policies suitable for all age groups from 17 to 79 years of age.
Types of Life Insurance from Liverpool Victoria include:
Level term life cover
On a level term life insurance policy, you can choose the amount of cover you need and the term you need the policy to cover.
This type of plan is suitable for those wanting to ensure a fixed amount of money is left to beneficiaries, which can be used to pay off existing debts, pay funeral expenses, or repay the remaining mortgage.
Level term policies can be arranged from 5 to 45-year terms.
Decreasing term life cover
On a decreasing term policy, monthly premiums are fixed, but the amount of money the policy pays out decreases in value each year.
These are suitable for those with capital plus interest mortgages or any debts being repaid regularly, as the amount you owe will reduce yearly.
This type of policy won’t be suitable for interest-only debts with no capital being repaid.
As with the level term cover, a decreasing life insurance policy for 5 to 45 years can be arranged.
Single and joint policies are available
LV= life insurance cover can be arranged as single person cover or joint life insurance policies. A joint application is not always required for couples, as two people can have separate life insurance policies.
The difference in the policy terms is that on a joint life insurance policy, the plan pays out on the death of either person, after which the survivor would not be covered.
The remaining survivor would continue to be covered by two separate life insurance policies, as each policy is based on one individual.
A joint life insurance policy will be more affordable but only pay out once, and then cover ceases.
Critical illness cover
LV= offers critical illness cover on all life insurance plans as an optional add-on.
As of 2025, Liverpool Victoria covers 63 illnesses with its critical illness coverage, making it among the market leaders for this level of coverage, as many insurance firms cover fewer conditions.
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A total of 43 conditions, including various cancer types, heart conditions, and strokes, will pay the full amount of cover.
When a policyholder is diagnosed with a covered critical illness, the plan pays 100% of the coverage amount, and then the coverage stops.
A further 20 less severe conditions, such as carcinoma-in-situ and Diabetes mellitus type 1, may qualify for a partial payment. If a partial payment is made, the life insurance coverage continues.
In addition to the 63 covered illnesses, LV= also pays enhanced payments of 150% up to a maximum claim of £200,000 for six neurological disorders.
These include Alzheimer’s, Motor Neuron, Multiple System Atrophy, Parkinson’s Disease, Parkinson’s Plus Syndromes, and Progressive Supra-Nuclear Palsy.
A further ten full payment conditions with a possible 200% payment above the insured amount can be paid in the event of permanent disability due to a major accident.
Critical illness cover is automatically included for children up to their 21st birthday. If you add critical illness cover to your life insurance, the maximum term you can take cover for reduces from 45 years to 40 years.
Income Protection
Income protection is another add-on customers can choose to include in their life insurance cover. This can cover monthly bills if you cannot work due to long-term sickness.
LV= Doctor Services Included at No Extra Cost
LV= has partnered with Square Health to provide expert medical advice to all customers at no additional cost. The cover includes:
Remote GP advice
This service provides up to five consultations over the phone or via video conference.
Second Opinion Service
If you’re diagnosed with any illness, you can use the LV= Doctor Services to access medical experts to discuss your condition and treatment options.
Private Prescription Service
This service lets you get prescription medication without waiting to see your GP.
Remote Physiotherapy
Up to five remote physiotherapy sessions with a certified physiotherapist are included each year. These can help diagnose and treat common pain conditions such as back pain or muscle or joint pain following a sports injury.
Remote Psychological Services
This gives you up to five consultations annually for expert mental health advice and treatment, such as cognitive behavioural therapy and counselling.
25% discount on Health MOT services
A health MOT service is provided through the Square Health Service with a 25% discount for LV= policyholders.
This can be used to assess your current health and provide detailed guidance on preventative measures, such as exercise, nutrition, and stress management. It will help you better understand your body and take steps to improve it.
Important Criteria for LV= Life Insurance
- Applicants must be UK residents
- Be aged between 17 and 79 years old
- Plans have a maximum term of 45 years without critical illness and 40 years with critical illness cover. The maximum terms available must finish before your 85th birthday. As an example, if you’re aged 55 at the time the policy starts, the maximum term will be 30 years regardless if the critical illness is included or not.
- Medical information must be accurate for the policy to be valid. Your GP’s contact details and permission for your doctor to share your medical information may be required to verify your current health conditions. Existing diagnosed conditions may or may not be included in policies.
LV= Life Insurance Statistics
LV life insurance payout statistics from 2025 were honoured in 95% of claims totalling £27.5m, with the majority being paid within two working days of the claims department’s final decision.
Customer service and processing are fast, with experienced claims handlers always a phone call away to make the claims process as easy, swift, and hassle-free as possible.
People looking for LV life insurance reviews sometimes wish to speak with the insurer directly, so please feel free to use the points of contact below.
Further in-depth life insurance comparisons covering a broad range of insurers should also be considered before deciding upon one specific company.
LV= Liverpool Victoria Contact Details
Address: Liverpool Victoria, County Gates, Bournemouth, BH1 2NF, UK
https://www.lv.com/life-insurance
LV Life Services Limited is registered in England, number 4330120 and is authorised and regulated by the Financial Conduct Authority, number 423622.
Telephone: 0800 678 1906
Opening Hours: 9 am – 8 pm Monday to Thursday, or 9 am – 5 pm on Friday
