In its release the company stated: 'With the launch of, LV= has not only secured a single memorable web address that fits with the Society’s new brand identity but also one of the shortest urls in the insurance market.'

Paul Wishman, head of eCommerce at LV= said: “The launch of a memorable, intuitive and relevant online identity is a crucial next step in establishing our refreshed, modern brand. It helps us communicate our mix of product value and mutual values to the widest possible

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