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LV= appoints Kieran O'Keeffe as Finance Director, General Insurance

Press release: 02/06/2016

Insurance, investment and retirement group LV= has appointed Kieran O'Keeffe as Finance Director, General Insurance. He is expected to join during Q4 2016, subject to regulatory approval.

Kieran joins LV= from The Co-operative Group where he is currently Chief Financial Officer, General Insurance. A chartered accountant, Kieran has extensive finance, risk and operations experience within the insurance sector and has held a number of senior roles at Lloyds Banking Group and Direct Line Insurance. Kieran first joined LV= as financial controller in 2000, eventually becoming Head of Service for the Group's IFA and Life business, before leaving in 2004.

Steve Treloar, Managing Director, LV= General Insurance said:

"It's with great pleasure that we welcome back Kieran O'Keeffe as our new Finance Director, General Insurance. Kieran has a wealth of financial management experience in the general insurance arena and I'm looking forward to him joining me and the rest of the senior GI team as we embark on the next phase of LV='s general insurance journey."

Kieran O'Keeffe said:

"I'm looking forward to rejoining LV=. It's a company with a great reputation for quality products and excellent customer service. In the 12 years since I left, the general insurance business has grown significantly, and is in great shape. I look forward to working with Steve and the rest of the general insurance team, contributing to the company's continued growth and development."

For further information please contact:

Nicola Hussey,, 020 8253 5238 / 07468 761 128


1. The appointment is subject to regulatory approval

2. Biographical information on Kieran O'Keeffe

Chief Financial Officer, General Insurance: The Co-operative Group

Oct 2014 - 2016

Finance Director, General Insurance (Interim): Lloyds Banking Group

Aug 2013 - April 2014

Direct Line Group

May 2004 - June 2013

Liverpool Victoria

Aug 2000 - Mar 2004

London & Edinburgh Insurance Company:

Sep 1992 - May 1999

Audit Assistant to Assistant Manager: Price Waterhouse

Jan 1988 - Aug 1992

About LV=

LV= employs over 6,000 people and serves over 5.8 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 are currently the UK's number one brand for Insurance and Investments, according to the 2015 YouGov Brand Index Buzz Rankings.

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.