LV= has announced its half year 2012 life sales results reporting a protection business increase of 20%.
Life and pensions sales are up 24% overall including a retirement business rise of 25% with APE £66.7m.
Richard Rowney, life managing director at LV=, said: "We have seen great momentum in our sales during the first half of 2012. We are exceeding the levels we achieved in 2011, which in itself was a record year for us."
Product performance featured; a 20% business boost for protection; a 48% increase for annuities; a rise of 5% for pensions; and 9% sales jump for equity release.
Rowney said protection business had gone from strength to strength and that the re-launch of the critical illness product earlier this year had proved popular with advisers.
But he added: "The second half of 2012 will be challenging, with the added pressure of the significant legislative changes ahead, but we are confident that we will continue to see considerable growth in our life business."