LV began in 1843 when they used to be called Liverpool Independent Legal Victoria Burial Society. Like many insurers mutual they began as a way of offering working class people insurance which may have been out of reach before. They have risen today to become the biggest mutual in the UK, currently employing over 5700 employees with 17 offices in the UK. They currently boast that they insure 1 in every 10 cars on the road and more than 500,000 million homes, and insure more people with income protection than any other advisory company in the UK.

To help promote the brand they currently sponsor the world famous rugby team Harlequins and the LV cup. With cricket they are currently sponsoring the LV county championship. They are also one of the keen sponsors of the Statoil Masters in Tennis.

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