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Ethical brand ratings and accreditation since 2001

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LV= (Liverpool Victoria)

Is LV an ethical pensions brand?

Owned by Allianz S.E, LV (Liverpool Victoria) is a brand which provides pensions. Unfortunately, LV receives a below benchmark score on The Good Shopping Guide’s Ethical Pensions
Ratings Table and as a result, cannot be classed as an ethical brand.

Even though it does not yet reach our minimum Ethical Benchmark, we still encourage LV to apply for Ethical Accreditation. The Good Shopping Guide could provide LV with a detailed assessment and some recommendations on how it can improve its score. As a result, LV could see its position rise on our Ethical Ratings Table.

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

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

Does LV have any top scores?

Under The Good Shopping Guide’s Environmental Report category, LV receives a top score. Its parent company Allianz has a detailed Sustainability Report on its website which contains some targets including the goal of reaching Net Zero by 2050 in alignment with the Paris Climate Agreement.

What does LV receive a bottom score for?

LV receives a bottom score for The Good Shopping Guide’s Environmental Destruction category. A recent report titled ‘Complicity in Destruction IV’ by Amazon Watch revealed that Allianz, LV’s parent company is one of the top bondholders in companies linked to deforestation in the Amazon, as well as breaches of the rights of indigenous people.

As of 2021, Allianz owned bonds worth more than £20 million in several mining companies that are environmentally destructive.

What can LV do to improve its score? 

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

By improving its bottom scores, including its bottom score for Environmental Destruction, LV could see its score rise on the Ethical Pensions Ratings Table.

Despite its below benchmark score, The Good Shopping Guide still encourages LV to apply for Ethical Accreditation so that we can offer it some guidance on how to improve and become one of our best pension and insurance providers.

Could your insurance or pension brand benefit from Ethical Accreditation? Take a look at The Good Shopping Guide’s Ratings Tables to see which other brands within the Ethical Pension sector have received our Ethical Mark and our ethics and sustainability certification. For more information, please contact us or fill out an initial ethical 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



  • Ethical Accreditation


  • Responsible Investment Policy


  • Other Criticisms


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