Lloyd's of London is a British insurance market where members operate as syndicates to insure and spread out the risks of different businesses, organizations, and individuals. Lloyd's of London, generally known simply as Lloyd's, is an insurance and reinsurance market located in London, United Kingdom. Lloyd's of London, generally known simply as Lloyd's, is an insurance and reinsurance market located in London, United Kingdom. Lloyd's of London is not an insurance company. Lloyds of London, also known as just Lloyds, is an insurance and reinsurance market based in London.