LV= Wins Two Awards at the National Customer Services Awards

BOURNEMOUTH, England, January 4, 2011 - LV= has won two of the coveted awards at this year's National Customer
Services Awards. The two awards are Customer Service Centre of the Year and
Financial Service Team of the Year. This is the second year running that LV=
has been named Customer Service Centre of the Year.

The awards were for LV='s general insurance (www.lv.com/insurance/
) contact centres, which are based in Bournemouth, Croydon, Bristol and
Huddersfield.

LV= (www.lv.com/) was a finalist in the Customer Service Back
Office Team and The Institute of Customer Service Best Customer Service
Employer categories.

The judges were impressed with LV='s passion for its staff with its great
induction programme and continuous development scheme. They felt the LV=
strategy of giving power to its frontline staff shone through and showed that
the company truly cared about its customers.

Other short listed companies that LV= beat to win the accolades included
American Express, Wonga.com, Natwest, Royal Mail and British Gas.

Peter Sinden, sales and customer service director for LV='s general
insurance business, said: "This is a great achievement for everyone in the
operations team at LV=. Winning Customer Service Centre of the Year two years
in a row shows what a great job our team continuously does. To be recognised
as the Best Customer Service Team in the financial services industry is also
a great accolade. Insurance is a highly competitive industry and LV= puts a
huge amount of effort into offering our customers a gold standard service and
thereby differentiating ourselves from many of our competitors. Since 2006 we
have tripled the size of our business and our great service is a key driver
of this success."

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= employs around 4,000 people, serves over 4million customers and
members, and manages around GBP7.9bn (as at 30 September 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.

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

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.

    PR Contact:
    Sally Silver
    LV=
    County Gates
    Bournemouth
    BH1 2NF
    +44(0)208-256-6896

www.lv.com

PR Contact: Sally Silver, LV=, County Gates, Bournemouth, BH1 2NF, +44(0)208-256-6896