Interesting move by Liverpool Victoria. Other insurers moving towards the legal market use the ABS route. LV='s entry into the market is in association with Lyons Davidson, whom are permitted to use LV= brand, something recognised and trusted by consumers. 

The collapse last year of Parabis demonstrated the risks associated with ABS ventures. However with LV= offering "very competitive" prices on what are already low-margin services, plus their trusted brand image it will be interesting to see the outcome.