• £70 back for your kids on life insurance

    Shop now

Why LV=?
We have partnered with LV= because as one of the longest established, leading financial mutuals, we believe they are in the best position to offer financial security to ordinary, hard-working families.
The managers of mutuals are only responsible to customers like you, and not to shareholders. Research also shows that on average mutual customers are more likely to recommend a mutual organisation than a PLC.
Research from YouGov BrandIndex using 'Recommend' measure conducted online between June 2015 and May 2016, sample size 32,328. More information go to
Find out more
Life Insurance
LV= Life insurance can help ensure that your loved ones are looked after when you're no longer around. It’s quick and easy to apply online, and cover starts from just £5 a month. You must be a UK resident aged 17 to 69 to apply.
Furthermore LV=Life Insurance has been rated 8.9/10 by existing customers, according to independent review experts Reevoo, who collect feedback from LV= customers on their behalf. And when you buy a product from LV= you get the reassurance of knowing that you're part of a long history of providing financial security for their members and customers.
And by earning KidStart savings when you buy LV= Life Insurance you can also save for your children’s future expenses such as their first car, university fees, or helping them set up their first home.
Use LV's cost of raising a child calculator
LV= also offers a range of insurance products
so you can build up your KidStart Savings:
Over 50s Life Insurance
Life insurance for UK residents aged 50-80, and cover starts from £7 a month (depending on age)
£70 back for your kids
Life Insurance with Critical Illness
Life with critical illness cover pays out a lump sum if you die or suffer a critical illness covered by policy and survive for at least 14 days
£50 back for your kids
Car Insurance
Awarded a 5 star rating by Defaqto
£20 back for your kids
Home Insurance
Up to £1 million cover
£18 back for your kids
Pet Insurance
Buy online for a 10% discount
£18 back for your kids
Travel Insurance
Get a 10% discount when you buy online
£5 back for your kids

Please note

  • KidStart Savings are only available on policies purchased through this website. It is not available for purchases made by telephone or post.
  • LV= may not give KidStart Savings where we determine, or reasonably believe the terms of the KidStart Savings offer are being abused in any way. We may also not give KidStart Savings for anyone who has previously held an LV= Life Insurance, or similar policy with us, and cancelled it, or had it cancelled by us.  We reserve the rights to reclaim any KidStart Savings given in such circumstances.
  • KidStart Savings are paid once we have collected six consecutive months’ premiums and we have validated your application. We allow up to 2 months for validation so it can take up to 8 months from when you submit your application until you receive your KidStart Savings payment.
  • If you cancel your policy within six months your KidStart Savings will not be paid.
  • Your KidStart Savings will be paid directly through the affiliate website you have bought your LV= Life Insurance through. If you have any queries about your KidStart Savings, please contact KidStart, not LV=.
  • This offer may be withdrawn or amended at any time.
  • Please note, this product has no cash in value and LV= won't pay a claim if you die as a result of intentionally taking your own life within 12 months of your policy starting.