Aviva vs LV
Comprehensive comparison of Aviva and LV car insurance. Our expert analysis examines pricing, coverage, customer service, and claims handling to help you choose the right provider for your needs.
Key Comparison Insights
Overall Recommendation
LV is ideal for most standard households looking for value and friendly service. Aviva is recommended for tech-savvy or business users who prefer enhanced digital management and broader standard features.
Pricing Analysis
LV tends to be 10–15% cheaper on average than Aviva for standard drivers, particularly for those with clean records. Aviva occasionally offers competi...
UK Market Context
UK average car insurance premium is £694(Association of British Insurers). See how Aviva and LVcompare to this benchmark in our detailed analysis below.
Company Information Comparison
| Feature | Aviva | LV |
|---|---|---|
| Established | 1696 | 1843 |
| Underwriter | Aviva Insurance Limited | Liverpool Victoria Financial Services Limited |
| Market Position | Premium | Mid-range |
| Customer Service Hours | Mon-Fri: 8am-8pm, Sat: 9am-5pm, Sun: 10am-4pm | Mon-Fri: 8am-8pm, Sat: 9am-5pm, Sun: Closed |
| Claims Satisfaction | 4.0 | 4.7 |
| Financial Strength | AA | A- |
| Mobile App Rating | 4.1 | 4.4 |
Policy Features Comparison
| Feature | Aviva | LV |
|---|---|---|
No Claims Discount Years protected | Up to 5 years | Up to 5 years |
Telematics Option | ||
| Multi-Car Discount | ||
New for Old Replacement Vehicle age limit | Up to 3 years | Up to 2 years |
Uninsured Driver Promise | ||
| Paperless Discount |
Starting Premium
£300.00
Aviva
£290.00
LV
Maximum Cover
£5,000,000
Aviva
£5,000,000
LV
Total Policies
3
Aviva
3
LV
Comprehensive Cover
Full Coverage
Aviva
Full Coverage
LV
Premium Analysis
Features Comparison
Policy Type Distribution
Aviva
Comprehensive
1
Third Party Fire & Theft
1
LV
Comprehensive
1
Third Party Fire & Theft
1
In-Depth Comparison Analysis
Expert Comparison Analysis: Aviva vs LV
Our comprehensive analysis compares Aviva and LVacross multiple dimensions including pricing, coverage options, customer service quality, and claims handling. This detailed comparison is based on real policy data, customer feedback, and market research to help you make an informed decision about your car insurance.
Overall Verdict
LV is ideal for most standard households looking for value and friendly service. Aviva is recommended for tech-savvy or business users who prefer enhanced digital management and broader standard features.
Detailed Head-to-Head Analysis
Pricing & Value Analysis
LV tends to be 10–15% cheaper on average than Aviva for standard drivers, particularly for those with clean records. Aviva occasionally offers competitive quotes, especially for bundled products, but its base premiums are typically higher due to enhanced cover levels and brand strength.
Aviva
Average: £383.33
LV
Average: £388.33
Coverage & Benefits Comparison
Aviva offers broader standard coverage, including courtesy car provision and legal expenses, while LV focuses on offering flexibility with optional extras. Both providers meet legal requirements, but Aviva often includes more out-of-the-box features.
Customer Service Comparison
LV scores higher in customer satisfaction and call response times. Aviva's service is robust but less personal, particularly for first-time drivers. LV's UK-based teams are praised for their friendly support.
Claims Process Analysis
LV is generally quicker with claims, often finalising straightforward claims within 3-4 working days, while Aviva averages closer to 5-6 days. However, Aviva's digital claim tracking tools are more advanced.
Key Differentiators
LV is known for personal service and affordability
Aviva includes more extras as standard
LV performs better with families and young drivers
Aviva offers better digital claim tools
LV allows flexible policy adjustments mid-term
Which Should You Choose? Real-World Scenarios
New Driver (Age 18-25)
First-time driver looking for affordable coverage with good support
Based on pricing for young drivers, available discounts, and customer support quality
Family with Multiple Cars
Two adults with 2-3 vehicles needing comprehensive coverage
Considering multi-car discounts, family-friendly features, and overall value
Senior Driver (65+)
Experienced driver seeking reliable coverage with excellent customer service
Based on senior-specific benefits, claims handling, and service quality
Business Vehicle
Commercial use requiring business insurance coverage
Evaluating business coverage options, commercial claims handling, and fleet discounts
UK Car Insurance Market Context
Understanding how Aviva and LV fit within the broader UK car insurance market helps contextualize this comparison. The following statistics provide insight into current market conditions.
Average Claim Settlement Time
15 days
Source: Financial Conduct Authority
Young Driver Premium Increase
+127%
Source: Confused.com Price Index
Percentage of Drivers Switching Insurers in 2024
39%
Source: GoCompare Switching Trends Survey
UK Car Insurance Market Size
31 million policies
Source: Statista UK Insurance Report
Average UK Car Insurance Premium 2024
£694
Source: Association of British Insurers
Average Cost of Car Insurance Fraud Per Case
£1,150
Source: Insurance Fraud Bureau, 2024
Customer Satisfaction Average
72%
Source: Consumer Intelligence
Black Box Policy Uptake Among Drivers Under 25
51%
Source: Compare the Market, 2024 Telematics Report
Detailed Real-World Analysis
A family in Essex insuring two vehicles might find LV's multi-car discounts and service more compelling, while an executive in London using a company car would benefit from Aviva's business-use support and premium add-ons.
Our Final Recommendation
After analyzing pricing, coverage, customer service, and claims handling, here's our recommendation for different customer profiles:
Choose Aviva if:
- You prioritize comprehensive service and support
- You value additional benefits and coverage options
- You don't mind paying extra for premium service
Choose LV if:
- You're focused on getting the best value for money
- You're comfortable with essential coverage levels
- You prefer straightforward, no-frills insurance
Important: The best choice depends on your individual circumstances, driving history, vehicle type, and personal preferences. We recommend getting quotes from both providers to compare actual prices for your specific situation.
Comparison Methodology
This comparison is based on comprehensive analysis of policy documents, customer reviews, claims data, pricing information, and independent research. We maintain editorial independence and regularly update our analysis to reflect market changes. Last updated: 8/1/2025
Making Your Decision
When comparing Aviva and LV, consider how each provider's strengths align with your specific vehicle and driving needs. Aviva's average premium of £383.33compared to LV's £388.33 should be weighed against the coverage and benefits each provider offers.
Key Differences:
- Premium range and pricing structure
- Coverage limits and exclusions
- Available policy types
- Claims process and service features
Next Steps:
- Review detailed policy documents
- Check for vehicle-specific coverage
- Consider your no claims bonus
- Compare excess options and limits
Remember that the best choice depends on your individual circumstances, including your vehicle's age, make, model, your driving history, and your budget. Consider getting quotes from both providers to make a fully informed decision.