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=. She soon discovered her strengths lay in producing content rather than tracking its performance, 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.

Laura Pouros, Design Manager

After graduating from Bournemouth University with a Marketing degree, Laura started at LV= General Insurance in 2016 in the Marketing Team, where Laura was integral in delivering award-winning integrated campaigns which saw the launch of new products and propositions.

Since then, she has completed a Diploma in Professional Marketing with a Digital Strategy focus and The CMI Level 5 Certificate in Management and Leadership as part of LV='s Best Loved Leaders programme, meaning she is now a Chartered Manager.

Laura is now the Design Manager in our Customer Experience team and is responsible for brand and design decisions across the entire LV= General Insurance digital estate and direct marketing activity. Laura’s passion for diversity and inclusion is embodied in the LV= core value' Everyone Counts', so she has passion for creating accessible journeys which champion every customer.

Lucy McMahon, Sponsorship Manager

Following her Events and Marketing degree, Lucy has worked in sports sponsorship for the last eight years. From working with Premier League and Football League managers at the League Managers Association, to working with brands such as HSBC with their sponsorships of Wimbledon, Rugby 7s and golf in Abu Dhabi. Lucy has now landed a dream job with us, working in her favourite sport… cricket!

LV= has a long heritage in cricket, that extends back to 2002, when we were the title partner of the County Championship for 14 years. In 2021 we partnered with the England and Wales Cricket Board (ECB) to become the Official Title Partner of Men’s and Women’s Test cricket and back being title partner of the County Championship.

Natasha Gibbs, Senior Press Officer

Following her degree in Events and Business Management at Bournemouth University, Natasha began her career in PR. She worked at Nationwide Building Society as the Press Officer for over six years, before moving to LV=. Natasha’s main area of focus are home insurance and fraud, as well as LV=’s charity and corporate social responsibility work.

Natasha also works with claims and underwriting to identify trends and themes to help create stories which can be used for the media, the LV= General Insurance website and our social channels. Natasha works closely with the Digital Content team to make sure these stories and campaigns align across press and web.

Stevie Wright, GI Claims Multi-Media Contact & Knowledge Manager

Stevie heads up a robust team of Process Improvement Analysts, and her main goal is to support methods, content and changes across our claims process, to ensure the LV= Claims teams have the appropriate information and guidance they need, to make the right decisions for our customers.

Stevie joined LV= 13 years ago and has worked across various areas of our claims department. Stevie’s longest standing position was within the Financial Crime Team where she worked with handlers in both the Claims and Policy Fraud Teams. During this time, Stevie was involved in multiple Systems Thinking interventions, working with the teams to ensure every decision we made was right by our customers.

Jo Lean, Social Responsibility Exec

After working at LV= for over 10 years, Jo has gained a wide range of experience from across the business. From Claims Handler, to Brand and Marketing Coordinator and most recently, our Corporate Social Responsibility Executive. Jo volunteers as a Befriender for FamilyLine and in her spare time you’ll find her either cycling or paddle boarding.

As LV=’s Corporate social Responsibility Executive, Jo works closely with our charity partner, Family Action, to raise funds and awareness for their FamilyLine service, while also running our charity and community schemes including, charity matching, volunteering and pennies for charity.

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. 

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 has also completed her Advanced Diploma.

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

Murad Rangoon, Motor Underwriter

Murad’s passion for all things motor started at an early age from track days to riding a motorbike, he puts his knowledge to good use as LV=’s Motor Underwriter. He joined LV= six years ago and has over 16 years’ experience in the insurance industry. 

As a proud electric car owner, he’s particularly interested in electric vehicles and regularly reviews the latest news and trends on all things electric to provide our customers with the latest EV news.  

Chris Baxter, Underwriter

Chris joined LV= in 2006, working in our home claims teams and customer relations team building a great knowledge of our home insurance products. Since 2019, he's been an integral member of our underwriting team working across Home, Motor and Travel products.

Chris is passionate about making sure our customers are put at the center of all that we do and making sure all our products help our customers look after what they love. Chris is particularly interested in sustainable technology, such as solar, and how we can use this in our homes.

Aimee Barrow, Regulatory Standards Analyst

Aimee joined LV= in 2016, starting out as a customer representative in the motor department.

Aimee moved over to the regulatory standards team in 2020, amongst many different elements of her role she ensures the content we publish is factually accurate, up to date and most importantly is right for the customer. 

Jake Moody, Underwriter

Jake joined LV= in 2016, previously working as a customer representative and a trainer in out motor sales and service department. Jake joined the underwriting team in 2021, and now works across the motor, home & travel products.

Since childhood, Jake has had a deep passion for all things vehicle related. With a keen interest in the latest vehicles and new technology, Jake regularly provides the wider underwriting team with the latest in vehicle information; ensuring LV= is at the forefront of upcoming vehicle trends.

Michael Golding, Motor Network Manager

Michael has been in the Motor Accident Repair industry for over 35 years. His experience over these years includes Bodyshop Estimating, Bodyshop Manager, Insurance Engineer and has been involved in engineering and repair networks at a management level. 

Michael has always been passionate about the repair industry and has an established understanding of the Insurance and motor bodyshop supply chain.

Today, his focus is building and adapting our network for the future and to ensure our repairers deliver LV= General Insurance and its customers the very best in performance and service.