Mark Jones, LV= head of protection, said:
"We've had a strong year for IP sales so far in 2010, and we want to help continue this momentum. People often believe income protection will be more expensive than it is, so this discount is one of many good reasons for advisers to kick-start a conversation with their clients to think about this type of cover.
"Year-on-year we see the income protection sales shrink, with providers fighting for market share rather than the market growing. While we understand it isn't all about price, we want to try to help the market expand by finding ways to encourage more people to consider protecting their income, in this instance, by offering lower-cost access to a quality product."
