Brands over time

LV=
over time

Every year keeps its colour across every chart.│ ChatGPT, 30 Nov 2022

305 of LV='s own blog posts, press releases and announcements, 2015 to 2026, measured sentence by sentence, 82 of them recovered from the Internet Archive. How the writing has moved over the years, how it compares with 9 other insurers, and what it sounds like in its own words.

Pages measured
305
Years covered
2015–26
Archived before ChatGPT
82
Blog · press
176 · 129

01 · Homepage

One capture a year

LV='s homepage from 2008 to 2026, closest to 1 July, from the Internet Archive. Pick a year or press play. Each headline is quoted from its capture and links to the archived copy.

2026lv.com17 Jun 2026
LV= homepage, 17 Jun 2026

Screenshot of LV=’s homepage (lv.com) as archived by the Internet Archive on 17 Jun 2026. © LV= or its licensors. Shown for comparison and review; not endorsed by LV=.

Homepage

2026

“Welcome to LV=”

Page title

LV= Insurance, Life, Investments, Pensions & Retirement

Open on the Internet Archive
  1. 200850 Plus Plan
  2. 2009LV= Products & Services Overview
  3. 201250 Plus plan
  4. 2013Multi car discount
  5. 2017Our awards and recognition
  6. 2019Welcome to LV=

16 captures. Screenshots are rendered from the archive and can pull in images archived later than the page itself; dates come from the capture. Years without a capture are greyed out in the strip.

02 · Measures by year

How the writing moved

Every year’s pages, averaged. Pick a measure. Hatched bars rest on fewer than 10 pages: context, not a finding. The page count sits under each year.

Sentence lengthAverage words per sentence.
8
16
24
Insurance avg 13.6
8.2
14.7
12.2
18.5
16.5
11.9
17.0
18.0
18.1
18.6
16.6
15.0
ChatGPT · Nov 2022
201511 pp
20165 pp
20175 pp
20181 pp
201910 pp
20205 pp
202125 pp
202224 pp
20232 pp
20243 pp
20255 pp
202658 pp
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
YearSentence lengthPages
20158.211
201614.75
201712.25
201818.51
201916.510
202011.95
202117.025
202218.024
202318.12
202418.63
202516.65
202615.058

Years with pages: 2015 (11), 2016 (5), 2017 (5), 2018 (1), 2019 (10), 2020 (5), 2021 (25), 2022 (24), 2023 (2), 2024 (3), 2025 (5), 2026 (58). Dates come from page metadata, structured data, the URL, or the month a page was first archived (a latest possible date).

03 · Before and after

2019 to Nov 2022 against 2024 to 2026

The same measures on 64 pages from before ChatGPT launched and 66 pages from 2024 on. A change here is a change in style. It does not show how any page was written: people used every one of these words and shapes long before 2022, and SGR-011 found most of the shift across brands was a trend already under way.

Measure2019 to Nov 2022 · 64 pp2024 to 2026 · 66 ppChange
Sentence length
16.915.3−10%
Sentence rhythm
0.640.61−5%
Contractions
17.515.0−14%
"You"
46%55%+9 pts
"We"
50%41%−8 pts
Questions
2.04.1+104%
Exclamations
0.400.09−78%
Long words
24%27%+3 pts
Em dashes
1.492.22+48%
AI-associated words
0.390.49+25%
AI-era marketing words
0.210.44+105%
Quieter LLM-favoured words
0.981.57+61%
AI-associated sentence shapes
0.260.18−30%
Page length
7761,162+50%

Each row is scaled to its own larger value, so rows compare within themselves, not with each other. Before = 2019 to Nov 2022 (64 pages); after = 2024 to 2026 (66 pages). Method: SGR-011.

04 · Against its sector

LV= among insurers

Each dot is one brand’s mean across all its measured pages; the tick is the sector average. Only brands with 10 or more measured pages are shown or counted. Select a dot to open that brand.

  1. "We"

    49% more than its sector

    42% against a sector average of 28%; 3rd highest of 10.

  2. "You"

    20% less than its sector

    53% against a sector average of 66%; 2nd lowest of 10.

  3. Em dashes

    15% less than its sector

    1.85 against a sector average of 2.18; mid-table, 6th of 10.

Sentence length2nd highest of 10
LV= 15.5
10.517.1
Contractions4th lowest of 10
LV= 15.9
9.625.3
"You"2nd lowest of 10
LV= 53%
43%88%
"We"3rd highest of 10
LV= 42%
10%52%
Questions4th lowest of 10
LV= 3.9
2.75.8
Long wordsMid-table, 5th of 10
LV= 26%
19%29%
Em dashesMid-table, 6th of 10
LV= 1.85
1.263.84
AI-associated wordsMid-table, 6th of 10
LV= 0.57
0.161.23
Exclamations4th lowest of 10
LV= 0.21
0.041.11
Page lengthMid-table, 5th of 10
LV= 986
8411,707

Pages measured: Aviva 273 · Direct Line 191 · Admiral 238 · LV= 305 · AXA 186 · Hastings Direct 146 · esure 133 · Legal & General 286 · Zurich 149 · Bupa 142. Measures and method: SGR-010; the brand list and sectors come from SGR-009.

05 · Vocabulary

Words LV= uses more than its peers

The words this brand reaches for more often than the rest of its sector. This is subject matter more than voice.

pension68.3 vs 13.8
equity48.3 vs 6.3
retirement51.4 vs 9.6
income46.2 vs 12.4
members24.1 vs 4.0
pensions18.4 vs 3.0
savings19.0 vs 4.9
tax-free9.0 vs 0.6
wealth11.7 vs 2.3
inheritance13.3 vs 3.2
LV=Sector peers

Uses per 10,000 words, ranked by weighted log-odds (Monroe et al. 2008) across 305 pages. Checked for product names and page furniture.

06 · In its own words

What it sounded like

Openings of real pages, quoted word for word, oldest first. Each links to the page, or to the Internet Archive’s copy when it has gone.

2015Oct (archived by) · BlogArchived copy
“Death isn’t the easiest of subjects to think about, and dying while still at a working age is always a particular tragedy, both for the individual and their family.”
Employer Provide
20167 Jan · BlogArchived copy
“Despite the benefits of writing a will – getting your finances in order, planning your legacy and making sure your loved ones are looked after, 58% of adults are yet to organise their affairs.”
10 reasons to consider writing a will
20198 Jul · BlogArchived copy
“Rising parenting costs are causing difficulties for families, whether it’s childcare they’re forking out on, or higher education fees. But what will 2019 bring, and how can parents better manage their finances?”
Cost of Raising a Child in 2019
202215 Jun · BlogArchived copy
“Thinking about becoming seriously ill is something everyone wants to avoid. But unfortunately, it can happen.”
What is a critical illness?
202314 Sep · Blog
“If you’re considering your life insurance options now that you’re over 50, we understand there are many choices, and it can be difficult to decide.”
Best Life Insurance Policies for Over 50

07 · Every page

All 313 pages, by year

The full list behind every number above, with links to the live page or the archived copy. 305 count towards the measures; the rest were not measured (1 mostly short lines (lists, tables, link pages) rather than prose, 1 same text as an earlier page from this brand, 6 under 150 words of text). Pages with no reliable date count in the overall numbers but in no year.

202658 pages
20255 pages
20243 pages
20232 pages
202224 pages
202125 pages
20205 pages
201910 pages
20181 page
20175 pages
20165 pages
201511 pages
In the overall numbers, no year151 pages
Not measured8 pages

08 · Method

How this was measured

The pages

LV='s own blog posts, press releases and announcements, fetched from the live site in 2026 and from the Internet Archive for 2015 to November 2022. Homepages are shown as captures; product and help pages are not measured.

The measures

Code counts from ScriptGrain’s writing instruments: sentence length and rhythm, contractions, pronouns, punctuation, long words, and three published lists of AI-associated words. No AI model reads or judges any page.

What it cannot say

These measures describe style. They cannot tell who or what wrote a page, and nothing here says or implies that any brand used AI to write.

Sample sizes

Every number carries its page count. Years under 10 pages, and before-and-after comparisons with under 10 pages on a side, are shown as context only.

Sentence length
Average words per sentence.
Sentence rhythm
How much sentence length varies (standard deviation over mean). Higher reads less even.
Contractions
Contractions (we're, you'll, it's) per 1,000 words. A rough gauge of how conversational the writing is.
"You"
Share of I/we/you pronouns that are "you": how much the writing addresses the reader.
"We"
Share of I/we/you pronouns that are "we": how much the writing talks about the organisation.
Questions
Question marks per 1,000 words.
Exclamations
Exclamation marks per 1,000 words.
Long words
Share of words with seven or more letters.
Em dashes
Em dashes per 1,000 words.
AI-associated words
Words from SGR-007's three AI-associated lists, per 1,000 words. These are style markers that people used long before ChatGPT; a higher rate says nothing about who or what wrote the page.
AI-era marketing words
Marketing words that became more common in AI-era copy (seamless, elevate, unlock...), per 1,000 words. A style measure only.
Quieter LLM-favoured words
Everyday words language models are known to over-use, per 1,000 words. A style measure only.
AI-associated sentence shapes
Sentence patterns such as "not just X, but Y", found by ScriptGrain's cliche checker, per 1,000 words. A style measure only.
Page length
Average words per page.

Studies: SGR-009: Do brands in the same sector sound the same? · SGR-010: How UK brands write · SGR-011: Did brand writing change after ChatGPT?.