LV= Promotes Best Practice for National Customer Service Week

CROYDON, England, October 8, 2010 - LV=, the mutual insurance, investment and retirement group, is running a
series of training and activities to promote and reward excellence in
customer service as part of National Customer Service Week.

LV= (www.lv.com/) is dedicated to delivering the best possible
customer service all year round and will be using National Customer Service
Week as an extra opportunity to highlight the value that customer service
plays within organisations.

In addition to highlighting and rewarding those staff who have
demonstrated customer service excellence, the group will be running a series
of initiatives during the week such as problem solving training and 'back to
the floor' sessions for senior management.

Two staff award schemes have been set up to celebrate the week. The LOVE
awards are for employees who demonstrate Living Our Values Everyday (LOVE)
and the Unsung Heroes awards are for staff to nominate colleagues who have
gone the extra mile to improve an internal process or system.

In the general insurance (www.lv.com/insurance/) business, each
site has initiatives promoting great customer service throughout the week
including managers' mystery shopping and awarding prizes for great examples
of customer service, quizzes themed around customer service, dress down and
dress up days, job swaps and awards for the friendliest members of the
customer service team.

Initiatives being rolled out specifically in LV='s Bournemouth office
include a dress like a rock star day, a 'Know your Claims' team quiz and
retention spot prizes.

LV= handles more than 18,000 customer calls a day and has won numerous
awards for its customer service, including the 2010 Moneywise award for best
customer service in car insurance (www.lv.com/insurance/car_Insurance/
). The LV= general insurance call centre also won call centre of the year* in
the 2009 National Customer Service Awards and is short-listed again for the
same award this year.

Peter Horton, operations director of LV= general insurance, said: "Our
customers and members are at the heart of our organisation and delivering
excellence in customer service day-in and day-out is part of what our brand
is about.

We welcome the opportunity to join the thousands of other companies in
celebrating National Customer Service Week. The week is about recognising
those who deliver the best customer service and, equally importantly, helping
our people across LV= to understand and appreciate the role everyone plays in
ensuring our customers get the service they deserve all year round."

Notes to editors:

* Over 100 seats

About National Customer Service Week

National Customer Service Week is designed to raise awareness of customer
service and the vital role it plays within an organisation. It is also an
opportunity to say a big thank you to those who work in customer service for
a job well done. National Customer Service Week is organised and promoted by
the Institute of Customer Service.

About LV=

LV= and LV= Liverpool Victoria are trademarks of Liverpool Victoria
Friendly Society Limited (LVFS) and LV= and LV= Liverpool Victoria are
trading styles of the LVFS group of companies.

LV= offer a range of insurance products including house insurance
(www.lv.com/insurance/home_insurance/), car insurance , life
insurance, pet insurance and over 50 life insurance (
www.lv.com/lifeinsurance/50plus/).

LV= employs more than 4000 people, serves around 3.8 million members and
customers, and manages around GBP9.5 billion on their behalf. We are also the
UK's largest friendly society (Association of Friendly Societies Yearbook
2008/2009, total net assets) and a leading mutual financial services
provider.

LVFS is authorised and regulated by the Financial Services Authority and
entered on the Financial Services Authority Register No. 110035. LVFS is a
member of the ABI, AMI, AFS and ILAG. Registered address: County Gates,
Bournemouth BH1 2NF.

    PR Contact:
    Emma Banks
    PR Contact
    LV=
    69 Park Lane
    Croydon
    CR9 1BG
    +44(0)208-256-6714
    www.lv.com

PR Contact: Emma Banks, PR Contact, LV=, 69 Park Lane, Croydon, CR9 1BG, +44(0)208-256-6714