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LV= launches charity donation project

Press release: 25/04/2014

Retirement specialist LV= has launched a new charity initiative which will see the firm donate £10 for every medically underwritten retirement income solution taken out during 2014.

The money donated will go to five different charities; Heart Research UK, Leukaemia CARE, Diabetes UK, Magic of Play Appeal and 40tude curing colon cancer. By partnering with these charities, LV= is able to broaden the reach of its support to more communities.

LV= customers just need to nominate one of the charities, and send the form back in the pre-paid envelope provided. If customers don’t nominate a specific charity LV= will split the donation evenly between them all.

LV= is committed to doing the right thing and is passionate about making a positive impact, particularly for those most in need. The company regularly donates to charities and offers an employee charity matching scheme, through which monies raised through individual fundraising are matched pound-for- pound. LV= also runs a member support fund, giving donations to members who through no fault of their own are in financial hardship, and a community fund, whereby members can nominate a charity of their choice to receive a £10,000 donation.

Philip Brown, LV= Head of Retirement Propositions said: “Giving something back to worthwhile causes is important to our business, and we are very pleased to be able to support these charities and the great work they do.”

Gordon Moore, founder of 40tude curing colon cancer commented: “We are extremely grateful for the forthcoming donations from LV=. Every penny raised through this fantastic scheme will make a real difference to the work of St Mark’s Hospital Foundation in supporting those suffering from colon cancer."

Retirees with certain health or lifestyle conditions who are looking for retirement income solutions should consider products that make full use of medical underwriting, as they can offer higher levels of income than other available options.

LV= has been at the forefront of the underwritten retirement income solution market for over 15 years. LV= considers 2,500 medical conditions that qualify for enhanced rates.

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For further information please contact:

Paula Nugent, LV=, 020 8256 9367,

Addy Frederick, LV=, 020 8256 6909,

Notes to editors

Heart Research UK is a visionary national charity founded in 1967 which is committed to helping hearts by funding research into heart disease, encouraging healthy lifestyles through its Healthy Heart grants and providing specialist training for young heart surgeons.

Leukaemia CARE exists to provide information and support to all those whose lives have been affected by a blood cancer diagnosis.

Diabetes UK is the leading UK charity to care for, connect with and campaign on behalf of all people affected by and at risk of diabetes in the UK.

Magic of Play Appeal is a new fundraising appeal, led by East & North Herts Hospitals Charity. It aims to install and equip a new playroom on the Children’s Unit at the Lister hospital in Stevenage, Hertfordshire.

40tude curing colon cancer is an organisation taking positive action in the fight against colon cancer – the second biggest cancer killer in the Western world. If detected early, colon cancer is one of the easiest cancers to treat and 40tude, through its support of St Mark’s Hospital Foundation, aims to raise awareness of colon cancer symptoms, encourage those at most risk to join a colon screening programme as well as support medical research into the treatment of colon cancer.

About LV=

LV= employs 5800 people and serves over 5.5 million customers with a range of financial products. We are the UK’s largest friendly society and a leading financial mutual.

When we started in 1843 our goal was to give financial security to more than just a privileged few and for many decades we were most commonly associated with providing a method of saving to people of modest means. Today we follow a similar purpose, helping people to protect and provide for the things they love, although on a much larger scale and through a wide range of financial services including insurance, investment and retirement products.

We offer our services direct to consumers, as well as through IFAs and brokers, and through strategic partnerships with organisations such as ASDA, Nationwide Building Society and a range of trade unions.

Authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority and the Prudential Regulation Authority. LVFS is a member of the ABI, the AFM and ILAG. Registered address: County Gates, Bournemouth BH1 2NF.