From Liverpool Victoria to LV=
Liverpool Victoria was founded in 1843 with the purpose of enabling people with limited means to bury their loved ones with dignity. So we have a noble beginning and a heritage of which we are rightly proud.
Today, this heritage and history still shape the way we behave as an organisation and we continue to be a key player in today’s financial services market. However, after listening to our members, customers and staff we decided that our brand name needed to evolve to make it more relevant for society today and for the future. Our new brand name draws on our heritage and our new look aims to present us in a more modern and vibrant way to our existing and potential members and customers.
The letters L and V have evolved from our heritage as Liverpool Victoria. The equals sign is a contemporary expression of our mutuality. As a "Society of Equals" we are wholly owned by our members and we have a "one member one vote" approach, unlike plcs with their institutional shareholders.
Changing our brand name to something shorter and more memorable, that incorporates in a modern way our values of mutuality, we believe maintains the best aspects of our heritage but sharpens up our delivery.
You will see further evidence of this over the coming months through new and improved initiatives.
There will be a period of transition during the course of 2007 as we switch our products and services over to our new brand name and a fresh, modern look. We hope you like it.
