Liverpool Victoria Car Insurance Joins GoCompare: Last year Liverpool Victoria caused a stir when the 160 year old friendly society overhauled their branding to become the super-trendy "LV=" brand putting themselves up against the biggest names in the business such as RBS (who own brands such as Churchill, Direct Line and Privilege) and Aviva (the parent behind Norwich Union). Press releases at the time indicated that they were looking to target the cheaper car insurance market that was already seeing huge competition through brokers and internet only insurers.
This week they took that next big step into the budget market by becoming part of GoCompare's insurance price comparison website. GoCompare is owned and run by the Budget group who also own various other price comparison website's as well being the administrators of several other insurance providers such as YesInsurance and most of the PostOffice insurance products.
With LV's products not necessarily being associated with the cheapest price the application to GoCompare rather than rival comparison site's seems to be in their best interests. GoCompare seems to be the leader in allowing users to view what a policy does and does not include when viewing possible pricing. This will be Liverpool Victoria's strength as, when compared side by side, the extra money you will spend will often result in more comprehensive cover.
This move will help with their lofty goals of becoming one of the top five insurers in the UK. Not bad for a firm that started life as a burial savings account. †
NCD News: Liverpool Victoria Car Insurance - 12.05.08
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