LV= made a trading profit of £33.7m, a 20% increase on2010 (£28m)as its protection business saw a 2011 increase of 18%.
The insurer's annual results show overall protection sales on an Annual Premium Equivalent (APE) basis of £28m (2010: £23.7m).
Income protection sales saw a 34% increase with APE £5.8m (2010: £4.3m), while critical illness: managed a 52% increase with APE £6.1m (2010: £4.0m)
Richard Rowney, LV= Life and Pensions Managing Director, said: "We have continued to deliver on what advisers and customers tell us they want, which has enabled us to increase sales and gain market share across our retirement and protection business.
"Equally in the protection market, we have maintained our position as the market leader in advised income protection, and we have a strong solution for mortgage advisers and IFAs post the MPPI competition commission ruling on 6 April, in the form of our long-term mortgage and lifestyle protection product.
"We are also revitalising our critical illness product in the coming weeks to put it at the top of the market.
"Our strategy to focus on areas of expertise in selected risk-based products continues to differentiate us in an increasingly competitive market."
