LV equals Rebrand Success

LV= Rebrand Success

LV= group (Liverpool Victoria) chief executive Mike Rogers believes the company’s rebrand has been successful in moving it away from a “stuffy” corporate image back to its friendly society roots.  He also said “The brand had become a bit old fashioned”.  

Rogers admits that the integration with Tomorrow which completed in January, was complicated but he is pleased with the results.  He said that the acquisition of Tomorrow instantly trebled the size of its life business and moved the mutual into new market areas such as enhanced annuities.  Looking to the future LV= will be relaunching into the equity-release market, where Rogers says the mutual could credibly be a top five player.

Our view

We have to agree.  LV= product range is stronger and they are certainly recommended by us more frequently than they ever were.

Useful links:

Request expert financial advice now

Purchase guidance on financial planning in the Money Shop 

Back to News Summary