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

Matt joined LV= in 2018 as a Proposition Analyst, working on our Smoothed Managed Funds and Fixed Term Annuity propositions. At the beginning of 2020, he took on the role of Propositions Manager of our Pension product and continues to look after our Fixed Term Annuity. 

In his time with us, Matt has demonstrated his keen focus on risk and governance as well as a deep interest in ensuring the propositions continue to support good outcomes for all customers, including vulnerable customers. With this focus, he sits on the Vulnerable Customer Working Group for Savings & Retirement and is a Dementia Friend. 

Steve Bakewell
Product Technical Specialist - 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 our savings and retirement products, including investment bonds, ISAs, savings plans, pensions and also 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 supports the development of 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 over 25 years experience in Financial Services, and nearly 20 years of that spent managing and developing our pensions, investments and retirement income propositions.

Kirsty focuses 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=.

Phil Briars
Product Manager - Protection

Phil has been in financial services for over 20 years and joined LV= in 2007. Prior to joining LV= he worked in some diverse areas of the financial services industry, which included being an Financial Adviser, Project Manager and Complaints Manager. As a Product Manager at LV= he is responsible for overseeing the on-going day to day management and monitoring of our protection products. This includes making required enhancements to our existing products and is responsible for the design of new protection products to help fulfil changing customer needs.

He is passionate about all aspect of protection and raising the awareness of why it’s so important to have protection in place and ensuring LV= have the right products which are suitable for all our customers at differing stages of their life.

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.