Allianz UK and LV= have struck a new multi-year insurance deal that will keep home, motor and pet cover flowing under the LV= brand, renewing a brand licence arrangement originally due to lapse this year.
LV=, a mutual insurer focused on investment, protection and retirement, sold its general insurance arm to Allianz in 2019 in a transaction worth up to £1.078 billion that completed on January 1, 2020.
Allianz simultaneously acquired Legal & General's general insurance business for £242 million, with the combined platform writing more than £4 billion in gross premiums and taking a 9% share of the UK general insurance market.
LV= General Insurance today serves more than 4.5 million UK customers across motor, home and pet lines. The business also owns Britannia Rescue, Highway Insurance and Frizzell.
For Allianz, the tie-up forms part of a broader push to grow its UK retail footprint through a multi-partner distribution model, aligning with established consumer-facing brands across personal lines.
That strategy was visible in October 2025, when Allianz signed a five-year deal with connected motor insurance MGA Ticker, providing underwriting and claims support across Ticker's portfolio from November 1, 2025.
The arrangement covers young drivers, older drivers, van drivers, motorists with convictions and pay-per-mile cover, and followed earlier partnership wins with Volkswagen Financial Services UK and Sainsbury's Bank.
Ulf Lange (pictured above), managing director for personal lines at Allianz UK, said the firm was "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."
Lange said the arrangement reinforces ties between two organisations serving millions of UK customers and sharing a focus on service standards. He added that Allianz "has made great strides in the UK retail market over the past year," and pointed to its claims capability and product range as central to the proposition.
He said the company would continue rolling out flexible insurance products designed to keep pace with shifting customer requirements.
LV= chief executive David Hynam said the extension represented "a positive outcome for both businesses and for LV= members," noting the mutual's standing in the UK market.
Hynam said the agreement secures continued visibility for the LV= brand in personal lines, adding that it "remains highly trusted and recognised, and is consistently ranked amongst the most recommended by customers." He framed the deal as a reflection of common ground between the two firms on customer service.
Neither party disclosed financial terms or the duration of the multi-year arrangement.
