Insurer LV= enters legal market with fixed fee offering

One of the UK’s biggest insurance firms has announced its immediate entry into the legal services market.

LV= Legal Services will offer advice on wills, power of attorney, probate, conveyancing, personal injury and employment law.

The insurer has entered a partnership with national firm Lyons Davidson, which already has joint ventures with insurers Admiral and the AA.

LV= Legal Services will be accessible through an online quoting system, where consumers can enter their details and requirements, securing an upfront fixed quote for the legal service they require.

For anyone requiring more specialised advice on personal injury or employment queries, Lyons Davidson’s advisory teams will provide extra support.

According to the announcement, LV= Legal Services will have advisers available to take calls from 8am to 9pm, with its website offering what it calls a ‘jargon buster’ to explain legal terminology.

John O’Roarke (pictured), managing director at LV= General Insurance, said accessing legal services can be ‘confusing, stressful and expensive’ at present.

‘We want to offer a customer-friendly alternative to people at a price that’s right for them and backed by a brand they can trust,’ he said.

‘Together with Lyons Davidson, LV= Legal Services will offer a transparent and affordable solution for those with a genuine need for high-quality legal service and want the security of knowing what their costs will be upfront.’

LV= has around 5.7m customers in the UK and employs more than 6,000 people. Last week it was one of two insurance firms to publicly commit to passing on savings from personal injury reforms onto customers.

As well as the AA and Admiral, the likes of Saga, Ageas, Direct Line and Allianz have all emerged from the insurance market to offer legal services since the liberalisation of the market came into force in 2012.

Source: The Law Gazette (

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