How to Complain to LV=
Step by step: where to complain, what to say, and where to go if LV= does not put it right.
Consumer Protection UK is independent and is not connected to LV=. This guide uses information published by LV= and by the schemes named below. All product names, logos and brands are property of their respective owners.
- Where to complain
- LV= official complaints page (opens in a new tab)
LV= says complaints about its life insurance, pension and investment policies can be sent by email, and it asks people to include their name, policy details and contact details. It says it will get in touch as soon as possible with the name of the person handling the complaint, and will send written progress updates if matters take longer than eight weeks. - If it is not resolved
- Financial Ombudsman Service
- When you can escalate
- Within six months of LV='s final response letter; the Financial Ombudsman Service can also be used if the business has not replied within its response timeframe.
- Checked
- 4 October 2026 (company pages and scheme websites). Rules and pages change, so check the official page before you rely on this.
Good to know: LV= says pension complaints can also go to the Pension Ombudsman Service, within six months of the final response.
What to Do, Step by Step
- Gather your evidence. Order or account number, dates, receipts, screenshots, emails and what was said on calls.
- Complain in writing using the route above, and ask for a complaint reference. Say what went wrong, what you want, and by when (14 days is reasonable). Our free letter templates can write it for you.
- Keep a record. Note dates, names and reference numbers of every contact. Use email or a form where you can, so you have proof.
- Ask for a final response if you are not getting anywhere, then follow the escalation route above.
- Use other routes if they apply. If the company does not fix it, take it to the free ombudsman or ADR scheme named above. Your bank or card provider may help if you paid by card (Section 75 or chargeback). The Citizens Advice consumer service gives free advice and can pass a report to Trading Standards.
Useful to Know
- If you have been scammed, call your bank straight away. Rules from 7 October 2024 mean most banks must refund bank-transfer scam victims, up to £85,000, if you claim within 13 months of the last payment.
- If you paid for goods or services by credit card (over £100 and up to £30,000) you may be able to claim from the card provider under Section 75. For debit cards, ask about a chargeback.
- Ask for a final response in writing. You have 6 months from the date of that final response to go to the Financial Ombudsman Service.
Free guide only. Complaints about banks, cards, loans and insurance are regulated financial matters, so we give free information and letter templates here but do not take these on as cases. The free letter templates and the ombudsman named above are the best next steps.