LV= has signified its intent to become the cheapest income protection (IP) provider by reducing prices for the next three months.
The provider is cutting rates on its full and budget IP products for the rest of the year and said it aims to offer the lowest premium in nine out of ten cases.
Mark Jones, head of protection at LV=, said: "We all know that we need to engage more people in the importance of protecting their income, but this also means encouraging advisers that aren't already active in this market to find out more about advising their clients on IP.
"We are introducing this pricing offer to help grab the attention of advisers that aren't yet doing a lot of income protection business.
"We hope that this gives advisers a great reason to kick-start a discussion with their clients about this type of cover," he added.
LV= is one of only a few providers to release claims statistics for income protection, with 93% of claims paid in the 12 months to 30 June 2011.
