LV= is owned by Liverpool Victoria, the UK's largest friendly society. Friendly societies are owned by their customers and not private shareholders.
Like many other mutuals, its customer trust, happiness and transparency scores are at the top end of the scale. This results in LV= qualifying for Gold Fairer Finance Ribbons in car and travel insurance, as well as a Bronze Fairer Finance Ribbon for home insurance.
It is not only gold-rated for travel insurance but actually has repeatedly topped the tables in that category.
However, life insurance is a different story. Despite a strong transparency score, a relatively low claims score leaves LV= in the middle of our tables.