Allianz to continue using LV= brand with deal extension

Allianz has struck a deal to continue using the LV= brand for home, car and pet insurance.

Allianz acquired LV=’s general insurance business in 2019 and decided to stop using the name for its broker business in May 2024, while holding onto it for direct business.

Allianz said the new deal ”is an important step in its strategy to continue growing its presence in the UK retail insurance sector using a multipartner distribution strategy”.

Ulf Lange, managing director for personal lines at Allianz UK, added: “We are delighted to have agreed this new partnership, which will enable us to continue to offer customers home, motor and pet insurance using the popular LV= brand.

“This partnership strengthens the relationship between two trusted organisations who look after millions of customers across the UK and who share a passion for excellent customer service.

”Allianz has made great strides in the UK retail market over the past year, and this agreement highlights the strength of Allianz UK and the high-quality insurance and claims services that we provide.

”We will continue to offer customers innovative and flexible insurance products and services that meet their changing needs.”

‘Shared values’

David Hynam, LV= chief executive, said the deal ”ensures the LV= brand continues to have a strong presence in the UK personal lines market”. 

“The LV= brand remains highly trusted and recognised and is consistently ranked amongst the most recommended by customers,” he added.

“This partnership reflects our shared values of putting service excellence at the heart of our much loved brand.”