LV European ex-UK Growth Fund Adds Sterling Hedged Share Class

CROYDON, England, September 6, 2010 - LV= Asset Management (LVAM), the fund management arm of insurance,
investment and pensions group LV=, is enhancing its LV= European ex-UK Growth
Fund with the addition of a Sterling hedged share class, in response to
growing demand from institutional and discretionary clients.

The new Institutional Income GBP Hedged Share Class is a further
designation of the Institutional Income Share Class launched last month. It
allows clients to mitigate currency risk on their investments but also to
express any strong currency views by providing for free switching between
hedged and unhedged share classes without having to realise the investment or
incur any capital gains tax liability.

Julian Thomas, Head of Product Development and Management, LVAM,
commented: "LV= (www.lv.com/) European ex-UK Growth Fund has achieved
a remarkable track record of consistent performance for its clients over a
number of years. In order to widen its appeal to investors, the Sterling
hedged share class aims to reduce the underlying currency risk of the
portfolio's assets by hedging currencies to which the portfolio has material
exposure.

"We believe this gives LVAM a competitive advantage by offering a product
that few others do, allowing a greater number of potential clients to access
the Fund's strong performance."

Matthew Wright, Head of Sales, LVAM, said: "We know that there is demand
for this type of product from clients and indeed, we already have strong
pipeline interest ahead of bringing it to market. This is further evidence
that LVAM is prepared to extend the investment options of an impressively
performing fund to meet client needs."

LV= European ex-UK Growth Fund was launched in 2003 and is managed
jointly by Mark Page, Richard Falle and Laurent Millet. Last month it secured
an OBSR 'A' rating and it carries an 'AA' rating from Standard & Poor's. It
is the only fund to have outperformed both the benchmark index and IMA Europe
sector average in every year since 2004*.

Notes to editors:

*Source: Lipper Hindsight bid to bid UK Net of Tax in Sterling, Retail
Shares versus FTSE World Europe ex-UK Index and IMA Europe ex-UK.

The minimum initial investment into LV= European ex-UK Growth Fund
Institutional Income GBP Hedged Class is GBP500,000.

The AMC is the same as the current Institutional share classes: 0.55%.
The TER is estimated at launch to be 0.79%, 0.15% higher than the other
Institutional share classes, reflecting the costs associated with providing
the hedge. All charges are taken from income, rather than capital given the
primary objective of the fund is capital growth.

About LV=

LV= is a registered trademark of Liverpool Victoria Friendly Society
Limited (LVFS) and a trading style of the Liverpool Victoria group of
companies.

LV= offer a range of insurance (www.lv.com/insurance/) products
including home contents insurance
(www.lv.com/insurance/home_insurance/tips_advice/home-contents-insurance),
car breakdown cover (www.lv.com/insurance/breakdown-cover/), life
insurance (www.lv.com/lifeinsurance), pet insurance and over 50 life
insurance .

(Due to the length of the above URL, it may be necessary to copy and
paste this hyperlink into your Internet browser's URL address field. Remove
the space if one exists.)

LV= employs around 4,000 people, serves over 3.8m customers and members,
and manages around GBP9.5bn (as at 30 June 2010) on their behalf, via LV=
Asset Management (LVAM). We are also the UK's largest friendly society and a
leading mutual financial services provider.

LVFS is authorised and regulated by the Financial Services Authority,
register number 110035. LVFS is a member of the ABI, the AFM and ILAG.
Registered address: County Gates, Bournemouth BH1 2NF.

For further information please contact:

    Shaun Gamble
    Media Relations Manager
    LV= Asset Management
    69 Park Lane
    Croydon
    CR9 1BG
    +44(0)20-7634-4291
    www.lv.com

Shaun Gamble, Media Relations Manager, LV= Asset Management,
69 Park Lane, Croydon, CR9 1BG, +44(0)20-7634-4291