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Catch up with the latest press releases from LV=

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LV= Announces Enhancements to Protection Offering

Press release: 08/03/2011

Protection specialist LV= today announces enhancements to both its income protection and critical illness cover.

The income protection improvements include a £1000 benefit guarantee and an increase in the maximum age the cover can expire to 70. LV= has also increased the percentage of salary that can be covered to 55%, and removed the 'suited' occupation definition, defining more roles as 'own occupation'. This comes as a direct result of adviser feedback calling for more simplicity on occupation definitions. Nearly 80% of the occupations LV= covers are now on an 'own occupation' basis, and includes teachers, doctors, dentists, midwives, nurses and surgeons, roles which can often only be covered under 'tasks' or 'any occupation' definitions.

On its critical illness product the enhancements include an increase in the maximum age at expiry to 70, and extending the maximum term to 40 years for guaranteed premiums. In addition, LV= has increased the number of children’s illnesses covered to equal the conditions covered on the adult critical illness cover.

Mark Jones, LV= head of protection, said: "We are constantly striving to make improvements to our protection offering and these enhancements strengthen our income protection and critical illness proposition further. In addition these changes and developments will be of significant benefit to consumers and to advisers who will be able to offer greater flexibility and support to their clients."

Further details and changes to LV=’s income protection and critical illness cover (which forms part of the protection menu, the Flexible Protection Plan) includes:

For further information about LV= please go to


LV= is a registered trademark of Liverpool Victoria Friendly Society Limited (LVFS) and a trading style of the Liverpool Victoria group of companies.

LV= employs around 4,000 people, serves over four million customers and members, and manages around £8bn (as at 30 December 2010) on their behalf. We are also the UK’s largest friendly society and a leading mutual financial services provider.

LVFS is authorised and regulated by the Financial Services Authority, register number 110035. LVFS is a member of the ABI, the AFM and ILAG. Registered address: County Gates, Bournemouth BH1 2NF.