LV= offers services directly to consumers, as well as through IFAs and insurance brokers, and through strategic partnerships with organisations such as ASDA, Nationwide Building Society and some trades unions.

At the start of 2015, LV= was ranked in a survey called the UK Institute of Customer Service Satisfaction Index (UKCSI) as the best insurance business in the UK for customer satisfaction and seventh-best across all UK businesses, with only one other insurer in the Top 50.

General insurance products covering motor, home, pet, travel and small business insurance are provided by Liverpool Victoria Insurance Company Limited. Some products are sold both directly to the public over the telephone and internet and, under the ABC Insurance and Highway brands, through insurance brokers. This latter distribution channel (known collectively as LV= Broker) was boosted in October 2008 by the £150 million acquisition of Highway Insurance Group PLC, following a successful public offering for its shares. Since 2007 the general insurance division has also owned Britannia Rescue, the UK’s fourth-largest road rescue business, which in 2009 won a contract to be the exclusive provider of road rescue services to the customers of Asda. General insurance products are also sold through white label partnership arrangements including Nationwide Building Society, and CSMA Club.