LV= uses cookies to give you the best experience online and to provide anonymised, aggregated site usage data. You can find out what cookies we use and how you can disable them in our Cookie Policy. By continuing to use our website, you agree to our use of cookies in accordance with our cookie policy unless you have disabled them.

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What we do with cookies

How we use cookies


Our cookies policy

Our cookies don't store sensitive or personal information like your name, address or payment details: they simply remember any of your preferences and help us gather anonymous information about how well our web pages are performing. If you prefer to block, restrict or delete cookies from or any other website, you can use your browser to do this. Please see our page on how to manage cookies on your computer.

The cookies we use

Here are the types of cookie we use, what they're used for and some examples of how we use them.

Strictly necessary cookies

These cookies are essential for you to use our website. Without them, services like getting a quote or buying online won't work. Some examples from our website are:

Cookie Name


Cookie purpose

This cookie (and others like it) are session cookies that allow our site to remember selections you make from page to page, like when you fill out a form.

It will be deleted when you close your browser.


A third party cookie served by Barclaycard which allows us to process the 'Verified by Visa' security check when you buy a policy.

Performance cookies

These cookies collect information about how visitors use our website, like which pages visitors go to most often, how long they stay on them and if they get error messages. These cookies don't collect information that can identify a visitor; all information collected is anonymous and we only use it to improve how our website works. Some examples from our website are:

Cookie Name



Cookie purpose

Enables the function of our web analytics software provided by iJento. This software collects information about how visitors use our site. The data stored by these cookies never show any confidential information.





Enables the function of Google Analytics software. Like iJento, this software helps analyse visitor information (including the browser and device they're using). The data stored by these cookies never show any confidential information.


Used to track how effective our online campaigns (like banner advertising) are.


If you came to our website through a link in an email we sent you, this helps us to analyse how effective our email campaigns are.


Used to analyse how well our paid advertising in search engines like Google is performing.

Functionality cookies

These cookies allow our website to remember choices you make and provide enhanced, more personal features (like our Live Chat service). They may also be used to provide services you have asked for like watching a video. The information these cookies collect is anonymous and they can't track your browsing activity on other websites.

Cookie Name


Cookie purpose

Our LiveChat help feature (powered by LivePerson) that lets our customers web chat with our call centre agents if they have questions about their quote or need help with parts of our site.


Allows us to bring up our feedback survey (powered by Kampyle) on our site on pages that have the 'We'd love your feedback' banner in the bottom right corner.

Targeting (or advertising) cookies

These Cookies are typically used by websites to deliver targeted adverts based on browsing habits. These cookies help us deliver advertisements to you which we think may be of interest to you based on the pages on our website that you have visited. These advertisements will be delivered onto certain other websites that you visit. These cookies do not contain personal data about you and will not be combined with any personal data that you have already provided to us.

If you have not changed your browser settings to block cookies, when you receive any targeted LV= adverts on another website you will be given an opportunity to opt out from this targeting cookie.

Third party cookies

When you visit you may notice some cookies that aren't related to our website. If you go on to a web page that contains embedded content, like videos from YouTube, you may be sent cookies from these websites. We don't control the setting of these cookies, but you can check these third-party websites for more information about their cookies and how to manage them.

Sharing via social networks (like Facebook and Twitter)

If you share content with friends through social networks like Facebook and Twitter you may also be sent cookies from these websites.

For more information on the cookies used on our website

You can write to us at:

e-Commerce Team
Frizzell House
County Gates