LV= is extending its offer of a 5% discount on income protection until 14 February.
The discount is effective across the board and included automatically on all quotes during this period.
The provider originally launched the discount in October intending it to last until the end of the year.
Mark Jones, head of protection at LV=, said: "As an industry we need to dispel the myth that income protection is too expensive for many people to consider, so we have extended our discount to help give advisers a kick start to the New Year in their conversations with clients.
"We want to help the market expand by finding ways to encourage more people to consider protecting their income, and whilst we know price is not the only key factor in the decision making process, we think offering lower-cost access is a good start."
