LV life insurance [2024]

Liverpool Victoria (LV=) started life in 1843, providing what was known as a ‘penny policy’ to cover funeral costs.

Over 175 years later, their life insurance is still helping many to cover funeral costs and much more.


LV= life insurance can financially protect your loved ones, should the worst happen, by providing a lump sum pay out.

But, with so many insurers in the market, how do you know if LV= is right for you?

At Reassured, we’re proud to provide LV= life insurance, along with many other leading insurers.

Over the last 12 months, we’ve secured over 6,000 LV= life insurance policies while helping our customers find their ideal policyx.

We can help you to compare quotes, free of charge, allowing you to find the right life insurance to meet your needs. Simply get in touch today for your no-obligation quotes.

Key points with LV= life insurance:

  • Cover starts from £5-a-month[1]
  • Level term and decreasing term life insurance available
  • Terminal illness included at no extra cost
  • Free access to LV= doctors services
  • 97% of LV= life insurance claims were paid out in 2021[1]
  • Receive up to £250 of e-gift vouchers (terms and conditions apply)

Keep reading to find out everything you need to know about LV= life insurance…

LV= life insurance reviews

LV= are rated 4.6 (out of 5) stars on Trustpilot, with over 60,000 reviews, across all their services.

Their life insurance, specifically, is rated 5 stars on Defatqo, the highest possible rating. With a customer experience rating of 71% on Fairer Finance.

Overall, the reviews of LV= indicate their customers are satisfied with the products and services provided.

What can LV= life insurance cover?

A pay out from LV= life insurance could help to cover:


Your home - Provide your loved ones with a lump sum to help cover mortgage or rental costs to help keep them in the family home.

Couples Protection

Your partner - A pay out from life insurance can help ensure that your partner is able to continue covering household expenses and daily living costs.

Family living

Your children - Life insurance can help to cover additional childcare costs and other essential expenses for raising a child.


Your funeral costs - A life insurance pay out could help to alleviate loved ones of the financial obligation of paying for your funeral. The overall cost of dying is currently £9,200[2] - it could be hard for loved ones to find this sum of money, particularly at short notice.


Outstanding debts in your name - While loved ones often won’t need to pay back your debts themselves, any outstanding debts will be claimed from your estate. This means they may miss out on savings you had intended for them. Life insurance, particularly if written in trust, can help to avoid this.


An inheritance - An inheritance can provide loved ones with a cash gift to spend on whatever they wish. This could allow them to take a holiday, buy a new car or get onto the property ladder.

Speaking to an expert can help you establish your reasons for taking out life cover. At Reassured, we can also provide you with quotes from top UK insurers.

How much LV= life insurance do you need?

Enter your financial commitments to estimate how much LV= life insurance you’re likely to require.


£137,934 is the estimated mortgage debt per household in the UK.

The purchase of a home is likely to be the largest financial commitment any of us will make in our lifetime. Your life insurance should cover your remaining mortgage balance to allow your loved ones to stay in the family home should anything happen to you.



The average monthly household budget in the UK is £2,548 (that’s £30,576 per year), which is spent on transport, food & drink, utilities (gas, electricity, water etc), clothing, council tax and leisure activities.

With energy prices hitting a record high and the cost of living rising sharply in the UK, you may wish to factor in utility bills and family living expenses into your cover.



The average personal debt of UK adults has risen to £34,566 (not including mortgage debt), with credit cards, personal loans and overdrafts being the most common forms of debt.

Factoring in any debts into your life insurance cover means that, if they need to be paid back from your estate after your passing, your loved ones won’t miss out financially.



According to SunLife, the average cost of a funeral in the UK is £3,953 (with the overall cost of dying at £9,200).

Funeral costs have increased by 116% since 2004 and are a significant cost which should be factored into the amount of life insurance you secure.



When factoring in cover for your children, you may wish to calculate the amount based on how long it is until they reach financial independence.

This could include childcare (£7,000 per year for part-time care), school expenses (£1,519 per school year for uniforms, lunches, stationary etc), as well as an additional sum for further education (this could be a contribution of up to £5,000 per year).

Sources:, &


2 in 5 adults say they are relying on an inheritance to fund their retirement.

Factoring in an inheritance to your sum assured could allow loved ones to live a more financially comfortable life. Alternatively, you could leave a cash gift to a charity of your choosing.



If you’re lucky enough to have your own savings or are part of the 30% of UK residents who already have a life insurance policy in place, this can provide financial protection for loved ones.

By entering your current cover, savings or death in service amount you can reduce the sum assured you require.


£ -

Your total cover estimate

£ 0

Let us find you our best quotes.

LV= life insurance policy summary

LV= offer term-based life insurance. These are policies which provide cover for a specified period of time (the term) and will only pay out if you pass away during this time.

When taking out cover through LV= you have the option of level term or decreasing term life insurance. Below is a summary of these two policies:

LV= level term life insurance cover

LV= level term life insurance

  • Provides a fixed lump sum pay out
  • Available to those aged 18 - 84
  • Policy term can be between 5 - 50 years
  • Cover must cease by your 89th birthday
  • Could help to cover an interest-based mortgage, other large debts and/or family living costs
  • Can be taken out on a joint basis
  • Terminal illness cover is included at no extra cost
  • Critical illness cover can be added for an additional cost
  • Available through Reassured
LV= decreasing term life insurance cover

LV= decreasing term life insurance

  • Provides lump sum pay out that reduces over time
  • Available to those aged 18 - 84
  • Policy term can be between 5 - 50 years
  • Cover must cease by your 89th birthday
  • Ideal for helping protect a repayment mortgage (sum assured can reduce inline with your mortgage balance)
  • Can be taken out on a joint basis
  • Terminal illness cover is included at no extra cost
  • Critical illness cover can be added for an additional cost
  • Available through Reassured

While these are the main life insurance options offered by LV=, there are some additional policies available, including:

LV= family income benefit policies
  • Provides regular income payments
  • Available to those aged 18 - 84 (or 79 with inflation linked cover)
  • Policy term can be between 5 - 50 years
  • Cover must cease by age 90 (or 85 with inflation linked cover)
  • Cover can be level (remains the same) or inflation linked (will increase in line with Retail Prices Index)
  • Ideal for those with young families who want to help protect their living costs
  • Can be taken out on a joint basis
  • Terminal illness cover included at no extra cost
  • Available through Reassured Advice
LV= critical illness cover

LV= life insurance with critical illness cover

  • Can be added to level term and decreasing term life insurance at extra cost
  • Available to those aged 18 - 64
  • Policy term can be between 5 - 50 years
  • Cover must cease by age 80
  • A lump sum payment will be made if you’re diagnosed with an illness that’s listed within the policy
  • 38 conditions are covered including cancer, heart attack and stroke
  • Option to add children’s critical illness cover for an additional cost (cover up to £35,000)
  • Ideal for those who want an additional layer of protection
  • Available through Reassured

Why not use Reassured’s award-winning broker service to compare LV= life insurance?

Comparing quotes could help you to find the right policy to meet your needs at the best available price from our panel of leading insurers.

Simply get in touch for your free quotes.

How much is LV= life insurance?

LV= advertise their life insurance from just £5 a month[1]. However, the exact price you pay for life insurance will depend on your personal circumstances.

During the application process you’ll be required to provide key details about yourself and your chosen policy, including:

These factors allow LV= to assess the level of risk you pose, and a premium price will be calculated accordingly.

The table below shows example quotes for LV= life insurance through Reassured.

Quotes are based on a non-smoker, in good health, for a level term life insurance for £250,000 of cover:

AgePolicy termLV= life insurance price per month
3025 years£8.62
3525 years£10.26
4020 years£12.64
4520 years£16.98
5015 years£21.89
5515 years£33.48
6010 years£45.24

To ensure you’re getting the most affordable cover for your personal circumstances, it’s essential to compare quotes.

Reassured can help you to compare LV= with other leading providers.

Quotes through Reassured are completely fee-free and start from just 20p-a-day, so why not get in touch?

What additional benefits come with LV= life insurance?

LV= life insurance policies come with a range of additional benefits and features which help to provide you with a greater level of cover. These include:

  • Free access to LV= doctors services - Get fast and convenient access to expert medical services via an app or by phone, provided by Square Health. You’ll have remote access to over 5,000 UK medical professionals, a second opinion service, quick prescriptions, physiotherapy, mental health support and a health MOT
  • Terminal illness cover at no extra cost - Receive an early pay out if you’re diagnosed with a terminal illness
  • Guaranteed insurability - You may be able to increase your cover amount after a specific life event without needing to provide additional medical evidence
  • Enhanced critical illness cover payments - With life insurance with critical illness cover policies, receive an additional 50% pay out on top of your chosen cover amount (up to a maximum of £200,000) if you’re diagnosed with one of the nine specified conditions outlined by LV=
  • Reduced critical illness cover payment - If you opt for life insurance with critical illness cover you could receive a pay out of up to £30,000, without losing your life cover, if you’re diagnosed will a less severe condition
  • Member benefits - You’ll have access to member benefits such as discounts on other LV= products and services, as well as access to a legal advice line and care navigator (help and support when seeking later life care)

Can I take out LV= life insurance over 50?

Yes, you can take out LV= life insurance over 50. However, they no longer offer an over 50s plan (which is specifically designed for people over the age of 50).

It was previously possible to secure a policy called ’50 plus’ with LV=, however this is no longer available.

If you have an existing 50 plus policy with LV= a claim could still be made on the policy, when the time comes, providing the terms and conditions are still valid.

For new customers, LV= will take applicants up to the age of 84 for their term life insurance.

Depending on your personal circumstances, this could still be an affordable option.

Compare over 50 life insurance through Reassured

If you’re looking for specific over 50 life insurance to help cover funeral costs and/or provide an inheritance for loved ones, why not consider an over 50s plan from an alternative provider?

Reassured can help you compare over 50s plans from two leading insurers.

Over 50 life insurance through Reassured comes with the following benefits:

  • Guaranteed acceptance to those aged 50 - 85
  • No medical questions asked
  • Rest of life cover & a guaranteed pay out when you pass away
  • Cover up to £20,000 (depending on your personal circumstances and budget)
  • Affordable premiums starting from just 20p-a-day +

Simply get in touch today to compare over 50s plans.

Will I get a free gift with LV= life insurance?

LV= aren’t currently offering a free welcome gift with their life insurance.

However, in the past they have offered many free gift incentives to those who purchase a policy through them directly.

Most recently, it was possible to receive an e-gift card (of your choosing) up to the value of £250.

Just because LV= aren’t currently offering a gift, doesn’t mean there won’t be opportunities for a free gift in the future.

Free gift offers can be a nice extra when taking out cover, but it shouldn’t be the main reason for you to choose one provider over another.

The best way to determine the right policy for you is to compare quotes from multiple insurers.

Please note, if you purchase life insurance through a broker, like Reassured, you will not be entitled to the gift

Can LV= life insurance be written in trust?

Yes, LV= life insurance can be written in trust.

Writing your policy in trust will pass the rights of your policy to a trustee upon your passing (similar to the executor of a Will).

This process detaches your policy from your estate, meaning you can avoid/minimise 40% inheritance tax on the pay out from your policy.

Loved ones also won’t have to wait for the funds to go through probate, allowing them to benefit from a faster pay out.

To find out more about writing your LV= life insurance in trust, you can check out the LV= online trust tool.

Alternatively, at Reassured, we have a dedicated team who can help you write your LV= life insurance policy in trust for free.

Do LV= pay out?

Yes, in 2022, 97% of all LV= life insurance claims were paid out. This helped to support 5,400 families with over £80.6 million being paid out in total.

The most common life insurance claims with LV= were made for:

After a successful claim has been made on a life insurance policy, LV= aim to pay out within in 3 days.

How to make an LV= life insurance claim?

A life insurance claim can be made by contacting LV= directly using one of the following methods

  • Phone: 0800 765 5869
  • Post: LV= Claims Department
    Emperor House
    Grenadier Road
    Exeter Business Park
    EX1 3LH
  • Email:

How do I cancel my LV= life insurance?

You can cancel your life insurance policy at any time by contacting LV=.

If you cancel within 30 days of taking out your policy, you’ll be refunded any premiums you’ve paid.

If you cancel after the first 30 days, you won’t receive a refund.

You may also wish to cancel the direct debit from your bank to ensure no other payments are taken.

Once a policy has been cancelled, your cover will cease and loved ones will no longer be able to claim upon your passing.

For this reason, cancelling a life insurance policy should always be carefully considered.

Do LV= sell income protection?

Yes, as well as the life insurance options outlined in this article, LV= also provide income protection.

Income protection insurance is a policy which can replace lost earnings while you’re unable to work due to illness or injury.

You’ll receive monthly, tax-free, payments which can help you keep up with essential financial commitments (such as rent/mortgage payments, household bills and much more).

Key benefits of LV= income protection

  • Protect up to 60% of your usual earnings
  • You’ll be covered against sickness and injury
  • A range of policies available to suit different occupations and needs
  • Available to compare through Reassured Advice (compare quotes from the whole of the market to find the best deal). Check out our dedicated income protection page for more information

Income protection can’t be added to a life insurance policy, but (if it’s within your budget) both polices can be taken out simultaneously for a comprehensive solution.

What is the LV= life insurance contact number?

LV= offer a range of services to help you manage your policy. However, if you need to speak to a member of the team, you can call LV= on:

  • Tel: 0800 678 1906
  • Lines are open: 09:00 - 17:00 (Monday to Friday)

Who underwrites LV= life insurance?

All LV= life insurance policies are underwritten by LV= themselves.

Underwriting refers to the process that occurs when you apply for life insurance, which helps to determine your insurability (how much cover you can take out and how much it will cost).

This helps to provide you with the right options for your personal circumstances.

Are LV= good insurers?

Hopefully this review has helped to give an insight into the life insurance options offered by LV=.

Whether they are the right provider for you will depend on what you want to cover and your available budget.

If you’re looking for affordable term-based cover to help protect your mortgage and\or family living costs, LV= could be a good insurer to meet these needs.

If you’re looking for whole of life cover to provide loved ones with a guaranteed pay out, then LV= may not be suitable as these options aren’t offered.

Ultimately, only you know what’s best for you and your family. However, a friendly member of our team will be happy to provide you with any information you need to help you make an informed decision.

Compare LV= life insurance quotes

By using the broker service offered by Reassured, you can compare LV= life insurance quotes with other industry leaders.

Simply provide us with the necessary information and we’ll supply you with a range of quotes which best meet your personal circumstances.

We’ll also be on hand to support you through the application process and answer any questions you may have along the way.

And the best part - our award-winning quote service is fee-free.


All information regarding Liverpool Victoria’s product offerings is correct as of 26/04/23. This is subject to change by LV= at any time




xThis figure is based on the number of LV= life insurance policies sold through Reassured between 01/02/22 - 01/02/23

Related articles:

Our customers love us
Trustpilot Star Rating

Very easy to understand and very quick

Yes very pleased with my choice very helpful easy to understand and very pleasant transaction all good!

Mrs M Rushworth

Very professional and reassuring

Very professional and reassuring. Life insurance sorted in about 10 minutes.

Stephen Davies

very courteous and friendly

very courteous and friendly. Polite professional and empathic.

Stedroy Fenton

Another happy customer

Another happy customer I am. They are very professional and kind. Fully communicative. I recommend.

Piotr Stepien

Really attentive during the call

Really attentive during the call, good clear guidance throughout. Well done.

Michael Reynolds

Amazing service

Amazing service quick fast and easy and Joey was a star on the phone really help me thanks.

Sera Woolley

I made the right choice and now I feel…

I made the right choice and now I feel relieved that I did.


Really genuine kind and compassionate…

Really genuine kind and compassionate team with great knowledge and friendly approach highly recommend them!

Katelia Merritt

I must say Jake took me through every…

I must say Jake took me through every step and was brilliant, recommend them anytime.

Allan Green

Very happy and everything explained…

Very happy and everything explained well, so glad a took the time to take the call, normally I would say I'm busy. But compared to other company's we save so much more money.

Jenny Berry
We’re rated as 'Excellent' with 78,528 customer reviews