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Catch up with the latest press releases from LV=

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LV= announces improvements to protection rates

Press release: 16/09/2008

Protection specialist LV= has announced improvements to its rates across its protection range, with effect from 15th September 2008. In some cases premiums have been reduced by over 13%, and across both its Gift Inter Vivos and Lifetime+ (guaranteed whole of life) contracts all of the premiums have been lowered.

The table below indicates how premiums have changed across the different products:

Average rate reduction

Percentage of rates changed


99% reduced, 1% increased


82% reduced, 7% unchanged, 11% increased


Guaranteed rates: 98% reduced, 2% increased
Reviewable rates: 80% reduced, 7% unchanged, 13% increased


100% reduced


100% reduced

A female non smoker aged 35 next birthday opting for Level Term Assurance, for a £150,000 sum assured, over a 25-year period now costs £9.99 per month, a reduction from £10.24 previously.

Chris McFarlane, Head of Protection at LV= comments: "At a time when protection is more important than ever, we are committed to providing simple, flexible and affordable solutions to financial advisers and their clients. Furthermore we know that consumer perception of price is a major barrier to taking out protection, but actually cover can be much more affordable than consumers think, and even £10 per month can go a long way towards providing a reasonable level of protection.

"Customers choosing LV= to provide their protection cover will not only benefit from great products at competitive prices, but will also get access to our online health assessment and advice service ‘Healthy Steps, which we offer free to all of our Flexible Protection Plan policyholders. We are currently the only UK life insurer offering this service and this is a clear demonstration of what we are about – helping people protect and provide for what they love in life".

For more information about the protection range available from LV=, including our Defaqto 5 star rated Mortgage & Lifestyle Protection product, advisers can visit .

LV= and Liverpool Victoria are registered trade marks of Liverpool Victoria Friendly Society Limited and LV= and LV= Liverpool Victoria are trading styles of the Liverpool Victoria group of companies. The new LV= brand identity was launched in March 2007.
LV= employs more than 2,500, serves more than 2.5 million customers and members, and manages more than £8 billion on their behalf. We are also the UK's largest friendly society (Association of Friendly Societies Key Statistics 2007. Total net assets) and a leading mutual financial services provider.
Liverpool Victoria Friendly Society Limited (LVFS) is authorised and regulated by the Financial Services Authority register number 110035. LVFS is a member of the ABI, AFS and ILAG. Registered address: County Gates, Bournemouth, BH1 2NF.

Liverpool Victoria Life Company Limited Liverpool Victoria Life Company Limited registered in England No. 597740, authorised and regulated by the Financial Services Authority, register number 110423. Registered address: County Gates, Bournemouth BH1 2NF.

Healthy Steps Healthy Steps is provided free of charge through Liverpool Victoria Life Company Limited. It is an extra service for Flexible Protection Plan policyholders. The service does not form part of the contract with the customer and as such LV= reserves the right to withdraw the service at any time or to offer alternative services.
LV='s Healthy Steps is provided under contract by roadtohealth, a division of the healthpeoplegroup ltd, and is not regulated by the Financial Services Authority.