LV= is an investment, protection and retirement specialist and one of the UK’s leading life and pensions mutual insurers, working closely with financial advisers.
We serve over 1 million members and customers offering a range of products, services and advice mostly available through financial advisers. It is through our work with UK financial advisers that the majority of customers will buy our products and services.

At LV= we’re committed to the intermediary market and are here to offer you the support, training, development and technical guidance to help you and your business thrive.


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Protection from the heart:

  • We keep financial advisers and their clients, our members and customers, at the heart of everything we do. Our strong service and support values, together with a reputation for providing products to support the advice process, means our range of products and customer service are highly regarded by financial advisers and industry experts.
  • We provide expert relationship management, with a dedicated National Account Manager, supported by a Business Development Manager and telephone sales team.
  • Our menu plan includes a complete package of products with flexible options, allowing you to tailor the plan to their protection needs. We provide award-winning Income Protection solutions, quality Critical Illness options and Life Protection. 
  • We also offer a comprehensive Business Protection proposition with Relevant Life Cover and Executive Income Protection.
  • All our product applications are made using Fastway, our online quote and apply service. You can then track those applications 24/7 using our Protection Progress Hub.
  • We provide an exclusive range of relevant and meaningful added value benefits for clients, all at no additional cost, including LV= Doctor Services for everyday life events, and free 24/7 remote GP. We also offer a Legal Advice line providing expert legal support through a team of legal advisers. 
  • We’re here for you and your clients when it matters most, with personal service and quick payment of claims, and additional support to help claimants and dependants through life-changing times.

Income Protection at the heart of our menu plan

We put protecting income at the heart of our menu plan, making it easy for you to recommend the LV= Flexible Protection Plan to your clients. 

Our menu plan includes a complete package of products with flexible options, allowing you to tailor the plan to their protection needs.

5 reasons to choose our menu plan:

  • Flexible options to meet clients’ needs and budgets, allowing you to tailor the plan to their protection needs
  • Award-winning Income Protection Solutions, which are at the heart of our menu. 
  • Quality Life and Critical Illness Cover options, supporting your clients and their families when they need it the most.
  • In the moment support through LV= Doctor Services and Legal Advice Line.
  • Expert and professional support from our teams, so we’ll be there for you and your client every step of the way.

To find out more about LV=’s Flexible Protection plan, visit, contact your LV= Account Manager or call us on 0800 032 4219.
Need to find out the latest on your pipeline applications? Check the Protection Progress Hub first.

Key Contact

Marcus Primhak, National Account Manager
T: 07825 010743
E: [email protected]

For a full list of contact information, click here

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Email: Send an email to LV= here


Head Office: LV=, County Gates, Bournemouth BH1 2NF

Administration office: LV=, Emperor House, Grenadier Road, Exeter Business Park, Exeter EX1 3LH


 Products Quality protection products under one menu plan, the LV= Flexible Protection Plan.

 Tools Use these online tools to drive your protection conversations.

 Useful Literature Download product literature and application forms.

Tools & Calculators