LV= has announced it is offering a 5% discount on premium rates for a number of its protection products.
The discount applies to all full and budget income protection policies, and its critical illness cover.
It also applies to premium rates for the accident and sickness element of LV='s mortgage and lifestyle protection product.
The discount will be included automatically on all new quotations from 7 October 2013 and will run for a period of six weeks ending on 17 November 2013.
Mark Jones, head of protection at LV= said: "Products that protect a client's income should be the cornerstone of any sound financial plan, yet adviser feedback indicates that clients are often more concerned with growing their wealth than protecting it.
"We believe the enhancements we have made to our products and service over the year make our offering even more compelling, and reducing the cost of cover will give advisers an extra reason to discuss the importance of protection with their clients."
