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Ethical brand ratings and accreditation since 2001

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Good shopping guide ethical accreditation tick

LV= (Liverpool Victoria)

Is LV an ethical pensions brand?

LV= is a brand which provides pensions and receives an above benchmark score on The Good Shopping Guide’s Ethical Pensions 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.

What does LV= do?

LV=, also known as Liverpool Victoria, is a financial services company which focuses on life insurance, pensions and investments. The company is run by Liverpool Victoria Financial Services Ltd and is separate to the General Insurance arm of the business, which is owned by Allianz.

Does LV= have any top scores?

Under The Good Shopping Guide’s Environmental Report category, LV= receives a top score.

The company also receives a top rating in the Environmental Destruction, Irresponsible Lending and Other Criticisms categories, due to a lack of negative records.

What can LV= do to improve its score? 

LV= is encouraged to apply for Ethical Accreditation. If successful in its application, LV= would join the certified ethical brands leading the way in progressive and sustainable practices and be permitted to display The Good Shopping Guide’s Ethical Mark in its communications.

We also recommend that LV= improves in several categories, including Carbon Disclosure & Reduction Targets and Responsible Investment Policy.

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