LV= is cutting premiums for its higher sum term assurance products.
The reduction further applies to accident and sickness cover on its mortgage & lifestyle protection product.
It has also announced a re-pricing of its FPP Term Assurance, Family Income Benefit and Gift Inter Vivos products, meaning some customers premiums will fall, while others may rise.
The changes to the term rates for higher sums assured are typically for values between £150,000 and £300,000, while the accident and sickness rate reductions apply for lower risk occupations.
Mark Jones, head of protection at LV=, says: "We make no bones of the fact we are keen to expand our customer base for term assurance, especially at the higher sums assured end of the market."
