LV= General Insurance Launches Monthly Car Insurance Subscription

3 August 2020

  • New ‘fuss free’ product targets younger generation of drivers with flexible monthly car cover based on their personal circumstances.
  • Flow promises drivers will always get our most competitive price, regardless of whether they’re a new or existing customer.
  • Simplified product includes no admin fees or instalment charges.

With driving habits changing and people adapting to the ‘new normal’ as a result of COVID-19, LV= General Insurance (LV= GI) has launched a monthly car insurance subscription - Flow – a new ‘fuss free’ product which offers drivers flexible car cover with tailored monthly pricing based on their personal circumstances, without incurring admin fees. 

Flow offers a different type of insurance cover and talks to a millennial ‘on the go’ generation that potentially has perceptions of a complicated product that takes ages to sign up for, locks you in to a long contract and charges for making changes. 

The new type of online only cover from LV= GI – available at – puts drivers in complete control, with a significantly shorter question set, no long-term commitment, no instalment charges and the freedom to change or cancel their policy whenever they like, with no additional costs. 

Rather than make potential customers go through a long question set before they can receive a quote, Flow simply asks drivers to upload a picture of their driving licence, answer 14 straightforward questions and then calculates the best possible price. Additionally, as part of simplifying the insurance journey, any existing no claims discount a customer holds plays no part in the amount they pay – the premium is based exclusively on a customer’s claims history and their specific circumstances.

The new model guarantees that the customer will always get the best price, regardless of whether they are a new or existing customer. After running a quote, customers are presented with a fixed price for the first month and a guaranteed maximum price for each of the following three months.

The standard Flow policy includes comprehensive, uninsured driver and misfuelling cover and makes adding or removing drivers easy. For only £2 extra a month, policy holders are given the guaranteed use of a hire car if their car is being repaired, or has been stolen or written off.

Heather Smith, Managing Director of LV= GI Direct, said:

“The way people buy products and services online has changed enormously, and it’s important that the process of taking out car insurance evolves in the same way. Flow gives drivers a simplified insurance experience, with a quick journey, competitive pricing and the flexibility to change their policy as and when they want to, at a click of a button.

“There’s no admin fees, no instalment charges and you don’t need an existing no claims discount to get the best price. Whatever drivers want to do – change the mileage, change the driver or even change the car – Flow means it can be done quickly and easily.”

Monthly car insurance subscription is the first product that will sit under the Flow brand, with additional products currently being explored.