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

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

With a degree in Law with Philosophy, Amy brings her keen attention to detail to our Equity Release website content. Amy is passionate about ensuring all content and literature is clear and unambiguous, with you and your client in mind. Amy is also greatly involved in the Equity Release online portal and is keen to continually improve both our product offering and online journey. 

Gina Rhodes-Hench
Propositions Manager - Savings and Retirement

Gina has been working for LV= for over 22 years and has held various positions during this time.

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 your clients have the right information to hand so they can make informed decisions.

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 25 years in total & more than 20 of those now in Proposition across Pensions, Annuities & Investments.

Kirsty focuses on ensuring our Wealth Proposition meets the changing needs of your clients and supports your processes. She works closely with colleagues across the Savings and Retirement business to deliver well governed propositions that are fit for purpose, provide fair value and are relevant in today’s market, providing the high standards your clients have come to expect from LV=.

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.

Natasha Elliott
Propositions Manager – Pensions and Retirement

Natasha worked in various roles in Customer Experience and Change since joining in 1998. She left briefly in 2017, returning in 2019 as a Business Analyst, back into Change. 

Natasha joined the proposition team in September 2020, looking after the Investments Governance team and has recently moved to look after our Pension and Annuity proposition. 

Steve Bakewell
Product Technical Specialist - Heritage Products

Steve has been working with LV= since 1997. He has held a number of regulatory compliance and technical roles during this time. He is a product expert for LV= Heritage 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 certain literature for a range of products, and the investment funds in which they invest. He reviews key client communications to ensure high standards and accuracy; this includes certain website content and annual statements issued to policyholders.

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.

Chris Whitfield
Compliance Manager - Protection Risk and Governance

Chris joined LV= in 2014 and has worked in the financial services industry for 16 years. As a Compliance Manager he is responsible for managing a team to support and guide the Protection area in a number of activities and ensure that the right decisions are made for our customers.

The team also ensure that all content that we publish is clear, factually accurate and up to date.

Anna Rogers
Head of Underwriting and Claims - Protection

Anna is responsible for LV=’s Protection Underwriting and Claims strategy.  Anna has over 20 years protection industry experience spanning day-to day-underwriting, system rules development, underwriting and claims philosophy along with product and proposition development.

She continues to drive forward the underwriting and claims propositions so that LV= has a contemporary offering, delivering excellent customer and adviser outcomes across its full range of protection products.