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Catch up with the latest press releases from LV=

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LV= launches plain English guide to CI conditions

Press release: 03/05/2011

Protection specialist LV= has produced a guide, offering simplified explanations for advisers to use when explaining to clients the illnesses that are covered under a critical illness policy. The guide has been written in plain English throughout and can now be found on LV='s adviser site (CI Medical conditions explained). To be as generally useful as possible to advisers, the guide does not solely list the illnesses that LV= covers under its own critical illness policy.

Mark Jones, LV= head of protection, said: "Advisers can't be expected to have the medical background of a doctor, with complete understanding of all the definitions of the critical illnesses covered. We want to try to make it as easy as possible to explain what the medical terms covered under a critical illness plan actually mean, without having to wade through pages and pages of product literature. We think this will help advisers in their conversations with clients, and ultimately, give clients greater confidence in the product they are buying."

Alan Lakey, Senior Partner, Highclere Financial Services said: "This type of information is always welcome. Too many advisers have a scant knowledge of the various conditions and medical interventions, and this must reduce their capability when it comes to being an advocate of critical illness cover."

In addition, LV= has also produced an 'at a glance' critical illness comparison table for advisers to compare which options each provider currently offers under its critical illness plan, to aid advisers in their decision making process with clients.

For further information about LV='s suite of protection and retirement products 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 4,500 people, serves over four million customers and members, and manages around £8.0bn (as at 31 December 2010) on their behalf, via LV= Asset Management (LVAM). 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.