LV= General Insurance Advisory Board

Written by our editorial team, our website content is produced in collaboration with an LV= advisory board, which includes experts in insurance products, claims, and compliance.

Our evidence-based content is reviewed annually to ensure LV= readers have access to the most up-to-date and factual information and news and is always compliant with FCA guidelines.

Our advisory board is made up from the following panel of experts who review, check and update our copy, and advise us on ways to produce content for the LV= website:

Dominic Bloch, Digital Copy & Tone of Voice Manager

Dom is responsible for making sure the way we write strikes a balance and hits all the right notes for our customers.

Starting his professional life in Sky’s 24-hour newsroom, Dom switched broadcast journalism for digital content, writing and editing for Sky Movies. He went on to manage the company’s online editorial team and shared his passion for concise, compelling, customer-led copy. Dom joined LV= in 2021.

Amy Davidson, Lead Copywriter

Amy writes digital copy for LV= General Insurance, including editorial pieces, product content, journey copy and social media posts. Amy has a specific focus on the LV= tone of voice as she has played a vital part in the evolution of the way we speak to our customers online.

After graduating with a Degree in Marketing, Amy embarked on a career in Marketing at LV= soon discovered her strengths lay in producing content rather than tracking its performance and so, began to carve out a role in copywriting. In 2018, Amy worked on a project which saw the total rewrite and redesign of the LV= General Insurance website. Following this, Amy joined the Digital Team as a copywriter and tone of voice advisor.

Rachel Wait, Freelance Journalist

Rachel Wait has been writing about personal finance and consumer affairs for over a decade and is committed to helping consumers get the best deal and make the most of their money. After eight years as an editor at price comparison website MoneySuperMarket, she moved into the world of freelance in 2020. She has written for a range of websites and national newspapers and has covered almost every financial topic, from insurance to credit cards to mortgages. 

Sarah Amos, Motor Underwriting Manager

Sarah’s passion for all things motor started at an early age, and she puts her knowledge to good use as LV=’s Motor Underwriting Manager. She joined LV= more than nine years ago and has 11 years’ experience in the insurance industry. 

From riding on the back of her dad’s motorbike at age six and racing jet skis at 13 to passing her bike test at 25, Sarah’s love of motor translates into a wealth of knowledge on cars, bikes and more recently, electric vehicles

Michelle Smith, Underwriting Risk Executive

Underwriting Risk Executive Michelle brings deep technical knowledge to her role, advising on content and wording for articles across the magazine. 

She graduated in Law in 2008 and has worked in the insurance industry since 2009. In 2013 she joined LV=, and is currently studying for further insurance qualifications. So far, she’s passed the Chartered Insurance Institute Diploma and is working on completing her Advanced Diploma. 

She’s especially interested in the changing regulatory landscape particularly with the advent of new technology such as open finance. 

Phil Nichols, Senior Home Underwriter

Phil is an industry veteran, starting his career in 1984 and working across all facets of insurance, from product management and underwriting to supplier and partner management. 

He joined LV= in 2019 and advises on all our home insurance content. He’s especially knowledgeable on Modern Methods of Construction (MMC) and what it means for home insurance.  

Chloe Notton, GI Claims Multi-Media Contact & Knowledge Manager

Chloe joined LV= eight years ago and has held various positions in GI Claims. Today, she heads up a robust team to support processes and changes across Claims, ensuring the LV= Claims teams have the information and guidance they need to be able to make the right decisions for our customers. 

With a degree in Literature and Philosophy, Chloe brings her inquisitive eye to all our Claims related content. She’s recently completed an Apprenticeship in Level 5 Operations and Departmental Management as part of LV=’s Best Loved Leaders programme. She's now a Chartered Manager with the CMI.

Jan Sanders, GI Compliance Technical Advisor

Jan joined LV= in 2011 and has worked in the insurance industry for 15 years. As a GI Compliance Technical Advisor, she ensures all content that we publish is factually accurate and up to date.

Jan is especially interested in vulnerable customer protection and fraud detection. She puts the customer at the heart of all her decisions.

Cat Johnson, Underwriter, Pet and Travel

Cat joined LV= in July 2013 as a customer service advisor before moving into a team leader role. In 2019, she joined the underwriting team, working across our pet and travel insurance products.

Extremely passionate about travel, Cat looks to continually improve LV= travel insurance for our customers.