LV= is a leading Protection provider focused on helping you to help your clients protect their income and support their family through illness, death and everyday life.

When we started in 1843 as Liverpool Victoria, our goal was to give financial security and peace of mind to more than just a privileged few. Over 175 years later this still holds true, and we’re proud of our strong rich heritage, helping people protect and provide for themselves and their families. It's something we care passionately about and we hope it shows in the way we work with you and your clients.

We’re committed to the intermediary market and are here to offer you support, training, development and technical guidance to help you and your business thrive.


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We believe there are a number of tangible benefits of working with LV=:

  • We’ve built a popular, household-name brand, which is recognised by consumers and advisers as one they can trust. While we invest in and embrace technology, we remain a people business at heart. We genuinely care and when it comes to protection and our relationships, that really matters.
  • We provide expert relationship management, with a dedicated National Account Manager, supported by a Business Development Manager and telephone sales team. We’ve achieved and retained a five star award for Life and Pensions in the Financial Adviser Service Awards for the past ten years.
  • We offer a full range of menu-based personal protection solutions, including excellent critical illness coverage and our market-leading family of income protection solutions, alongside a comprehensive business protection proposition with Relevant Life Cover.
  • All our product applications are made using Fastway, our online quote and apply service. You can then track those applications 24/7 using our Protection Progress Hub.
  • We provide an exclusive range of relevant and meaningful added value benefits for clients, including LV= Doctor Services for everyday life events, and free 24/7 expert advice on health, legal and medical matters – all provided at no additional cost.
  • You and your clients can count on us when it matters most, with personal service and swift payment of claims, and additional support to help claimants and dependants through life-changing times.

Comprehensive critical illness cover for life changing events

We all know that life can throw up the unexpected, and that's why protection is so important. Sadly the unexpected might be a life-changing diagnosis.

If this happens we want your client to feel confident that they've chosen a Critical Illness provider who will be there when they need it most. LV= Life and Critical Illness is comprehensive cover, providing peace of mind that your client and their family will be supported through more life events.

And as an LV= policyholder, they will also be eligible for LV= Doctor Services and Member Benefits at no additional cost.

To find out more about LV=’s comprehensive Life and Critical Illness cover, visit, contact your LV= Account Manager or call us on 0800 032 4219.

Need to find out the latest on your pipeline applications? Check the Protection Progress Hub first.

Key Contact

Marcus Primhak, National Account Manager
T: 07825 010743
E: [email protected]

For a full list of contact information, click here

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Email: Send an email to LV= here


Head Office: LV=, County Gates, Bournemouth BH1 2NF

Administration office: LV=, Emperor House, Grenadier Road, Exeter Business Park, Exeter EX1 3LH


 Products Quality protection products under one menu plan, the LV= Flexible Protection Plan.

 Tools Use these online tools to drive your protection conversations.

 Useful Literature Download product literature and application forms.

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