Liverpool Victoria (LV=) Life Insurance – Flexible Protection Backed by Experience
Flexible Plans
FCA Regulated Broker
Customisable Policies
A Policy for Everyone
Planning for the future isn’t always easy, but one of the most important decisions you can make is ensuring your family’s financial security — even if you’re no longer around. With over 180 years of experience in the insurance industry, Liverpool Victoria (LV=) is a trusted name offering flexible and reliable life insurance options to help protect what matters most.
LV= Life Insurance offers simplicity, affordability, and valuable optional add-ons like critical illness cover. Whether you’re a first-time buyer looking to protect your mortgage or a parent wanting to secure your children’s future, LV= has a policy to suit your needs.
What is LV= Life Insurance?
LV= Life Insurance is a term life insurance policy that pays out a lump sum if you pass away or are diagnosed with a terminal illness during the policy term. It’s a way to ensure that your family or loved ones are not left with financial hardship in the event of your death. The payout is tax-free and can be used however your beneficiaries see fit — from covering a mortgage, rent, and bills to childcare costs or funeral expenses.
LV= also gives you the option to add critical illness cover, which pays out if you are diagnosed with one of several specified serious medical conditions during your policy term.
Why Choose LV=?
LV= (Liverpool Victoria) is a well-respected mutual insurance company, meaning it’s owned by its members, not shareholders. This gives LV= more freedom to focus on customer value, long-term service, and sustainable products.
Reasons people choose LV= Life Insurance:
- Trusted UK insurer with 180+ years of history
- Flexible cover options including level, decreasing, and increasing cover
- Affordable premiums, with cover starting from as little as £5 per month
- Optional critical illness cover for added peace of mind
- Terminal illness cover included as standard
- Excellent customer service and strong reputation for paying claims
Types of LV= Life Insurance Cover
LV= offers different types of term insurance to suit various life stages and financial responsibilities.
1. Level Term Life Insurance
- Pays out a fixed lump sum if you die during the policy term.
- The payout stays the same throughout the policy.
- Ideal for replacing lost income or covering interest-only mortgages.
- Suitable for those wanting to leave a financial legacy.
2. Decreasing Term Life Insurance
- Payout decreases over time, usually in line with a repayment mortgage.
- Typically cheaper than level cover.
- Designed to ensure your mortgage is paid off if you pass away before it’s settled.
3. Increasing Term Life Insurance
- Both the sum assured and premium increase each year in line with inflation.
- Helps maintain the policy’s real-world value.
- Ideal for long-term family protection where living costs will rise over time.
Optional Add-On: Critical Illness Cover
LV= allows you to add Critical Illness Cover to your life insurance for an additional premium. This cover pays out a lump sum if you’re diagnosed with a serious illness listed in the policy — including:
- Heart attack
- Stroke
- Certain types and stages of cancer
- Multiple sclerosis
- Major organ failure
- Coronary artery bypass surgery
- Parkinson’s disease
- Alzheimer’s disease (before a certain age)
This payout can be used to cover medical costs, home adjustments, or income replacement during your recovery. You can add critical illness cover to single or joint policies. In policies that include this add-on, children’s critical illness cover is also included at no extra cost.
Terminal Illness Benefit
All LV= Life Insurance policies include Terminal Illness Benefit as standard. This means that if you’re diagnosed with a terminal illness and have a life expectancy of less than 12 months, your policy will pay out early — giving you and your family financial breathing room during a very difficult time.
This feature is included at no extra cost.
Who is LV= Life Insurance For?
LV= Life Insurance is ideal for a wide range of people, including:
- Homeowners looking to protect their mortgage
- Parents who want to provide for their children’s future
- Couples wanting joint cover for shared responsibilities
- Single adults wanting to leave a financial gift or pay off debts
- Anyone looking for affordable protection from a trusted provider
With options for joint or single policies, and flexible terms from 5 to 50 years, it’s easy to tailor cover to match your life stage and budget.
Eligibility Criteria
To apply for an LV= Life Insurance policy, you must:
- Be aged between 17 and 69 at the time of application
- Be a UK resident
- Choose a policy term that ends before your 90th birthday
- Provide accurate health and lifestyle information
No medical exam is usually required, but some applications may require further medical details depending on your answers to the health questionnaire.
What’s Covered?
Here’s what an LV= Life Insurance policy includes:
- Death during the policy term
- Terminal illness diagnosis (with life expectancy under 12 months)
- Critical illness diagnosis (if selected as an optional add-on)
- Children’s critical illness cover (included with adult CI cover)
The tax-free payout is made directly to your nominated beneficiary or estate and can be used however your loved ones need — whether that’s continuing mortgage payments, managing daily living costs, or funding future education.
What’s Not Covered?
There are some standard exclusions with LV= Life Insurance policies:
- No payout if you outlive the policy term
- Suicide within the first 12 months of the policy start
- Claims denied due to non-disclosure of health or lifestyle facts
- Critical illness cover only applies to the illnesses listed in the policy terms
- Missed premiums can cause the policy to lapse and become invalid
It’s important to read your full policy documents and ensure you give honest and complete answers on your application.
How to Make a Claim
LV= has a dedicated claims team with a reputation for efficiency and compassion.
To make a claim, the policyholder’s representative will need to:
- Call the LV= claims team using the correct number based on policy type
- Provide the policy number and personal information
- Submit a death certificate, medical records, or terminal illness evidence
- Provide ID for the beneficiary or legal representative
LV= aims to process claims quickly, with most payouts made in a few working days once documents are received.
Managing Your LV= Policy
LV= makes it easy to manage your policy both online and over the phone. As an existing customer, you can:
- Update your name, address, or contact details
- Request changes to your direct debit date or bank details
- Ask for a policy summary or replacement documents
- Adjust your cover (e.g., increase your sum assured)
- Cancel your policy at any time, penalty-free
How Much Does LV= Life Insurance Cost?
Premiums with LV= start from around £5 per month, but the actual cost depends on:
- Your age
- Whether you smoke
- Your health and medical history
- The type and amount of cover
- The policy term
- Whether you add critical illness protection
- Whether the policy is single or joint
Premiums are guaranteed for the entire policy term, meaning they won’t go up unless you request changes to your cover.
LV= Life Insurance – At a Glance:
|
Feature |
LV= Life Insurance |
|
Policy Types |
Level Term, Decreasing Term, Increasing Term |
|
Cover Amount |
Flexible – based on personal needs |
|
Policy Term |
5 to 50 years (ends before 90th birthday) |
|
Eligibility Age |
17 to 69 |
|
Residency Requirement |
UK resident |
|
Terminal Illness Benefit |
Included as standard |
|
Critical Illness Cover |
Optional add-on |
|
Children’s CI Cover |
Included with adult critical illness protection |
|
Premium Type |
Guaranteed (fixed for the term) |
|
Joint Cover |
Available – pays out on first death or diagnosis |
|
Claims Process |
Quick and easy – documents required, paid out to estate or beneficiary |
|
Minimum Monthly Premium |
From £5/month |
|
Exclusions |
Suicide (first 12 months), non-disclosure, policy lapse due to non-payment |
Reviews for LV Life Insurance:
|
Review Source |
Rating/Score |
Details |
|
Trustpilot |
4.4 out of 5 |
Based on over 75,000 customer reviews, indicating a high level of customer satisfaction. |
|
Defaqto |
3 to 5 stars |
Most LV= life insurance policies have received a 5-star rating, the highest available. Some policies are rated 3 stars. |
|
Fairer Finance |
69% |
Customer experience rating, considering factors like transparency and complaint handling. The highest-rated insurer has an 85% rating, placing LV= below the top tier. |
|
Reviews.io |
Mixed Feedback |
Some customers express dissatisfaction, citing issues like non-refundable premiums upon policy cancellation and significant increases in renewal prices. |
|
Financial Strength |
B+ (Very Strong) |
Rated by AKG, indicating a robust ability to meet policyholder obligations. |
|
Customer Testimonials |
Positive |
Customers commend LV= for helpful and polite staff who strive to find suitable coverage. |
Explore Our Life Insurance Services
Our life insurance process…
01
Needs Assessment
Tell us how much money you would need to financially protect your loved ones
02
We’ll Call You
We will call you to discuss your options and provide comprehensive free quotes
03
You’re Protected
You decide which policy to take and get protected today with no medicals or forms
Top Reasons to Choose Us
Comprehensive Coverage Options
Insured-Life.co.uk offers a wide array of insurance products, including life insurance, income protection, critical illness cover, mortgage protection, and over 50s life cover. This extensive selection allows you to find a policy that aligns with your specific requirements.
Access to Multiple Insurers
As an independent broker, Insured-Life.co.uk compares policies from a diverse panel of leading UK insurers, such as Legal & General, Aviva, and LV=. This independence ensures that you receive unbiased advice and competitive quotes tailored to your circumstances.
Additional Benefits and Services
Beyond standard insurance coverage, Insured-Life.co.uk provides extra services like placing your policy into trust at no additional cost, potentially protecting the payout from inheritance tax.
What Sets Us Apart
Safe Practices
Selling life insurance is about more than just policies—it’s about protecting futures with integrity and responsibility. Safe practices ensure that every client receives honest, transparent, and ethical guidance, helping them make informed decisions with confidence. From clear communication and accurate policy information to adhering to FCA regulationsand safeguarding personal data, trust is at the heart of everything we do.
FCA Regulated
At Insured-Life.co.uk, we are fully FCA-regulated, ensuring the highest standards of security, transparency, and ethical practice in life insurance. This means you can trust us to provide expert advice, fair policies, and protection that truly meets your needs. We work with leading UK insurers to offer reliable cover, giving you peace of mind that your loved ones will be financially secure.
Quick Policy Setup
At Insured-Life.co.uk, we make getting life insurance fast, simple, and stress-free. With our quick policy setup, you can secure the protection you need in just minutes. No lengthy paperwork, no complicated processes—just straightforward cover designed to give you peace of mind.
Get a quote, choose your policy, and enjoy the reassurance of knowing your loved ones are protected.
TESTIMONIALS
Hear from Our Customers
B Grant
Excellent customer service
Excellent customer service. Spoke to Daniel and he was so professional and knowledgeable which was reflected in the information he gave me. Detailed information I must add. I felt at ease throughout the call and never once did I feel I was being pressured to open a policy. It was my decision.
Lesley Phillips
I knew I had to take out a life policy…
I knew I had to take out a life policy for my husband and myself to cover funeral costs but kept putting it off .
Anastasia called us back as requested and guided us through the application. Thank you for making it easier than we thought so informative and helpful giving us the policy that was exactly what we asked for.
Highly recommended
Frequently Asked Questions
Whose Products Do We Sell?
- We offer products from a range of insurers for life insurance and critical illness cover.
- We offer protection products from a limited number of insurers for Whole of Life and Over 50s plans. A list of insurers we offer insurance from is available on request.
- As we’re not tied to any ONE provider we are able to search our panel of insurers and find you the best price available to us.
- We sometimes get preferential rates on selling policies which we pass on to you.
- We are paid a commission by each insurer for setting up your policy – it costs you nothing to use our service.
What Service Do We Offer?
- We are authorised by the FCA to advise our client on their protection needs. Our advisers will assess your demands and needs and recommend a suitable product that will protect you and your family. We get to know our clients and help them to decide on the right cover for the right price from a panel of leading UK insurers.
- We will ask you a number of questions designed to make you think about the shortfall in your income in the event of the death of a partner or breadwinner. Our questions are simple and our advisers avoid jargon making it easy for clients to understand.
How Much Does Our Service Cost?
- NOTHING – We do not charge a fee for our service; however, if you take a policy out through us we will be paid by commission from the insurer, but it still costs you nothing.
- You will receive a quotation which will tell you about any policy premiums relating to any particular insurance policy.
- We will put your life insurance policy into TRUST for FREE – this means that it may not be counted as part of your estate when you pass away and could secure it from the taxman – why should you lose your payout to the taxman’s inheritance tax?
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