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Superfresh IP with a limited period discount, just for you

IP too expensive?
How to scale down the cost to meet your client's budget

Income Protection

Income protection – it’s good for you too

Income protection (IP) is seriously undersold in the UK, despite it being the ‘one protection product every working UK adult should consider buying’ (according to Which?). At our Wake up to IP events last year, less than 10% of advisers had their own IP policy.

If you don’t have it yourself, how can you convincingly recommend it to clients?

At LV=, we encourage advisers to demonstrate they’re ‘protected and proud’ by taking out their own IP policy. It will prove to clients just how much you believe in income protection – making your recommendation more convincing. And to make it even easier for you, we’re offering a premium discount for a limited period* (which will be applied to the full length of the policy).

Superfresh IP, superfast

The discount applies to our recently updated income protection product, which now covers you against more eventualities (all included in the price):

The new features have increased the opportunities for clients to claim and offer more tangible and relevant add-ons for your recommendations.

You’ll also benefit from LV= Doctor Services, which includes remote GP access, prescription services and second medical opinion support.

To get a quote (or better still, apply) login to Fastway, our new quote and apply system. Designed to deliver a faster and more flexible application journey, you can get an instant decision on your own policy in less than five minutes.

If you’d prefer to speak to us in person, contact your LV= Account Manager.

Find out why with LV= you get more than just income protection.

Find out why advisers like you have protected their income against accident and sickness

Check out our myth-busting guide on why income protection is important – even for advisers!

* Discount terms and conditions

Between Friday 2 June and Thursday 31 August, all premium rates for the below occupations are reduced. The discount applies to both full and Budget LV= FPP Income Protection (not LV= Personal Sick Pay), for the entire length of the policy. Applications with a valid quote dated on or between those dates will have the discounted rate applied. Applications in new business pipeline (where previous rates apply) can have new rates applied if requested by the client or adviser.

Occupations covered under the discount

  • Broker – Insurance IFA
  • Financial Planner
  • Independent Financial Adviser – IFA
  • Mortgage Adviser
  • Broker - Insurance Non IFA
  • Financial Planner/Paraplanner
  • Insurance Agent
  • Mortgage Broker
  • Financial Adviser
  • Financial Services Adviser
  • Insurance Broker

0800 678 1890

TextDirect: first dial 18001

8.30am - 6.30pm Monday - Friday

We may record and/or monitor calls for training and audit purposes.

Watch our Income Protection video

Income Protection enhancements video thumbnail

Watch our short video that summarises the exciting changes we've made to our Income Protection product.



Superfresh IP

IP that automatically includes fracture cover, death benefit and an unemployment payment holiday.

What's new with Superfresh IP

A person


Fastway is our new quote and apply technology, offering a faster way for you to protect clients.

More on Fastway

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Claims hub

Visit our claims hub for customer stories, info on how to claim and our claim statistics for the year.

Visit our claims hub

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Large case team

If your client wants cover for more than £5,000 a month, we can offer dedicated support.

More about our Large Case Team

LV=, County Gates, Bournemouth, BH1 2NF, UK