LV= (Liverpool Victoria) Insurance

Liverpool Victoria, widely known today as LV=, is one of the United Kingdom's most historic and recognized financial services brands. Founded in 1843 as a burial society to provide affordable insurance for the working class, it evolved over more than 175 years into a major friendly society and mutual insurer headquartered in Bournemouth and London.

In recent years, the brand has undergone significant structural changes regarding its ownership. While the brand originated as a mutual owned by its members, its general insurance business (covering car and home insurance) was progressively acquired by the German financial giant Allianz SE. By 2020, Allianz took full ownership of the general insurance division, while the life and pensions business initially remained under the original mutual structure before various strategic reviews.

Today, when consumers interact with LV= for car or home insurance, they are dealing with a subsidiary of the Allianz Group. Despite this change in ultimate ownership to a German multinational, the operations remains heavily centered in the UK, maintaining its heritage as a British-born brand known for its distinctive green branding and customer-focused reputation.