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Ethical brand ratings and accreditation since 2001

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LV= (Liverpool Victoria)

Is LV an ethical insurance brand?

Owned by Allianz S.E, LV (Liverpool Victoria) is one of the biggest UK insurance brands. Unfortunately, LV receives one of the lowest scores on The Good Shopping Guide’s Ethical Insurance Ratings Table and as a result, cannot be classed as an ethical brand.

To find out how other brands rate against LV within the Ethical Insurance sector, visit the Ethical Insurance Ratings Table. The Ratings Table can help you to find out more about the criteria that a brand has to fulfil in order to meet our minimum Ethical Benchmark.

The Good Shopping Guide encourages all brands to follow in the footsteps of our top-rated brands to adopt more ethical practices and apply for Ethical Accreditation.

What does LV receive a top score for?

LV receives a top score for The Good Shopping Guide’s Environmental Report category. LV’s parent brand Allianz has a Sustainability Report on its website which shows the company is trying to improve its environmental record.

What does LV receive a bottom score for?

LV receives a bottom score for Environmental Destruction.

In a recent report by Amazon Watch titled ‘Complicity in Destruction IV’, it is revealed that Allianz is one of the top bondholders in companies linked to deforestation in the Amazon and breaches of the rights of indigenous people. In 2021, Allianz had over £20 million in bonds in several environmentally destructive mining companies.

What can LV do to improve its score? 

LV’s bottom score is the result of a calculation of multiple ethical criteria, carried out by The Good Shopping Guide.

If LV were to work on its bottom scores, including its bottom score for Environmental Destruction, it could see its score rise on the Ethical Insurance Ratings Table. Despite its below benchmark score, we still encourage LV to apply for Ethical Accreditation so that we can advise the company on how to improve its ethical policies and practices in the future.

Would your insurance brand benefit from Ethical Accreditation? Have a look at The Good Shopping Guide’s Ratings Tables to see which other brands within the Ethical Insurance sector have received our ethics and sustainability certification, and our Ethical Mark. Contact us for more information, or fill out a Free Initial Assessment form.

Ethical performance in category


GSG score


GSG category benchmark


Ethical Rating


  • Environmental Report


  • Environmental Destruction


  • Carbon Disclosure & Reduction Targets



  • Irresponsible Lending


  • Political Donations


  • Irresponsible Lending+



  • Ethical Accreditation


  • Responsible Investment Policy


  • Other Criticisms


= GSG Top Rating = GSG Middle Rating = GSG Bottom Rating