LV= is offering a 5% discount on all income protection applications until 30 November 2012.
The discount, which will be included automatically on new quotations, comes ahead of the implementation of the EU gender directive, which will see LV= switch protection to gender neutral rates on 1 December 2012.
All applications in the pipeline before this date are guaranteed to be accepted on gender specific rates ahead of the 21 December deadline, even if further medical evidence is required.
Mark Jones, LV= head of protection, said: "The gender directive gives advisers the opportunity to talk to clients about protection, and our discount is an added incentive for men in particular to take out income protection now before prices rise in the new year.
"Our guarantee means advisers can be confident applications will be written on gender specific rates if they apply now."
Commenting, David Hollingworth, associate director, communications at advisers London & Country Mortgages, said: "This looks to be a really good initiative from LV= in raising the profile of Income Protection in the run up to G Day.
"The approach of giving it a limited timeline to tie in with their Gender Directive guarantee coupled with a clear discount message gives a good call to action.
"At the very least it can only help provoke a conversation about the merits of income protection and could act as another incentive for clients, especially men, to act now rather than risk paying more."
