Aviva vs LV=
Side-by-side car insurance comparison based on rates across all available locations
Aviva
4.3Avg Monthly
£81/mo
Best Rate
£61/mo
Best For
Comprehensive
Top Discount
Multi-policy 12%
Founded
1696 · London, England
Available In
12 locations
LV=
4.5Avg Monthly
£74/mo
Best Rate
£64/mo
Best For
Customer service
Top Discount
Online 10%
Founded
1843 · Bournemouth, England
Available In
10 locations
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Rate Comparison by Region
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Pros & Cons
Aviva
Pros
- ✓Widest product range of any UK insurer — car, home, life, health in one place
- ✓5-Star Defaqto ratings on key products
- ✓Multi-product discount when bundling two or more policies
- ✓Strong financial stability — part of the FTSE 100
Cons
- ✗Premiums for single-product policies are not always the lowest
- ✗Claims experience can vary by product line
LV=
Pros
- ✓Mutual structure — profits returned to members, not shareholders
- ✓Consistently high Defaqto ratings (4-5 Stars)
- ✓Competitive for multi-policy bundling
- ✓Trusted life insurance brand — 5-Star Defaqto
Cons
- ✗Premiums are not always the cheapest on comparison sites
- ✗Digital tools less advanced than some newer competitors
Which Should You Choose?
LV= is the cheaper option in 6 of 10 regions where both insurers operate, saving an average of £4/month. Aviva is cheaper in 4 regions.
LV= has a higher average customer rating (4.5/5) compared to Aviva (4.3/5). However, ratings can vary by region and coverage type.
Aviva is generally best for comprehensive, while LV= stands out for customer service. The right choice depends on your priorities — lowest price, best service, or specific discounts.
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