LV= Financial Services Advisory Board

Advisory board

Our advisory board consists of a panel of experts in our products, claims and compliance.


They support us in producing content that's relevant and up-to-date. Our advisory board includes:

Amy Fletcher
Proposition Manager - Equity Release

With a degree in Law with Philosophy, Amy brings her keen attention to detail to all our Equity Release content.

Spending nine years with a large Professional Services firm as a subject matter expert, Amy joined LV= in 2017 as an Equity Release analyst before moving to a manager role.

Amy is passionate about ensuring all content and literature is clear and unambiguous, with both the end customer and financial adviser in mind.
Gina Rhodes-Hench
Propositions Manager - Savings and Retirement

Gina joined LV= 20 years ago and has held various positions during this time. She started as a customer services representative before moving to her current role as Propositions Manager in the Savings and Retirement business.

With a degree in Business Administration, Gina brings her attention to detail and technical knowledge to all aspects of her work. She ensures the correct information and guidance is shared across the business.

Gina is passionate about making sure our customers have the right information to hand so they can make informed decisions.

Matt Pacey
Propositions Manager - Pensions and Retirement

After graduating for the University of Leicester in 2011, Matt went on to develop his analytical skills through formal training and experiences across several years' service with the military. He later applied these skills to the energy industry before joining LV= in 2018 as a Propositions Analyst; here he focussed on data and competitive analysis.

Having worked on our Smoothed Managed Fund range, Matt displayed his interest in risk and governance, alongside a passion for ensuring the fair treatment of vulnerable customers. In early 2020, Matt moved to the world of Pensions as Proposition Manager, and has been heavily involved in initiatives to refresh the proposition. He plans to continue his training and education by studying with the Chartered Insurance Institute.

Steve Bakewell
Technical Support Manager - Savings and Retirement

Steve joined LV= in 1997 and has held a number of regulatory compliance and technical roles. He is a product expert for LV= Savings and Retirement products, including investment bonds, ISAs, savings plans, and products originally sold by RNPFN and Teachers Assurance which LV= have taken over.

Steve supports LV= with the assessment and implementation of legislative and regulatory change that impacts our products. He is responsible for the literature for a range of products, and the investment funds in which they invest in. He maintains key customer communications to ensure high standards and accuracy; this includes website content and annual statements issued to policyholders.

Kirsty Wright
Head of Proposition - Pensions & Funds

Kirsty heads up the Proposition team who are responsible for our Pensions and Investments products. She has worked for LV= for over 23 years, having spent more than 15 years developing our pensions and retirement income propositions.

Kirsty focusses on ensuring our pensions and fund propositions meet the changing needs of our target customer and support advisers. She works closely with colleagues in Customer Experience and Risk and Compliance to deliver propositions that are fit for purpose, relevant in today's market, and provide the standards our customers have come to expect from LV=.

Kellie Wilkins
Member and Corporate Communications Manager

Kellie has 30 years’ experience in financial services. She started her career with LV= in 1996 in customer services before moving into technical and managerial roles.

Kellie moved into brand and marketing in 2005. She is passionate about building relationships with members and making a positive difference through engaging communications. Well versed in LV=’s history, she champions mutuality, membership, member benefits and reasons to believe in LV=’s ethos and values. 

Liz Whelan
Social Media Manager - Life and Pensions

Liz joined LV= in 2018 and has worked in marketing and social media for over 10 years.

Now Social Media Manager for LV= Life and Pensions, Liz is passionate about delivering social content that helps customers understand the importance of protecting and investing in their future. She works closely with other members of our advisory board, and internal teams, to create engaging content for our social media audience.