LV= Offers 5% Income Protection Discount for the Rest of 2010

LONDON, October 14, 2010 - LV=, the leading income protection provider, is offering a 5% discount on
income protection for the rest of 2010. The discount will be effective across
the board, and included automatically on all quotes from 2 October. This new
discount is part of LV='s 'top five' talking points, an initiative designed
to help advisers encourage clients to consider income protection, and to
celebrate its recent 5 Star Defaqto rating.

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 income protection (
www.lv.com/lifeinsurance/incomeprotection/) 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."

With LV= Income Protection, clients can change their cover when their
lifestyle changes. This could include moving house, an increase in their
mortgage, getting married / entering a civil partnership, having a baby or an
increase in their salary. There is the option of guaranteed premiums on all
cases, providing peace of mind over future affordability, no matter how many
claims are made.

Clients will benefit from one of the most comprehensive income protection
plans in the market, developed to be more straightforward to explain to
clients, with no nasty surprises when claims are made. Additionally, 'Own
occupation' cover can be provided for many clients. This is the best
definition of incapacity, paying out when they can't do their own job, not
'any' or any 'suited' job.

If affordability is an issue, LV= offers a budget version of its income
protection with a two year restricted claim period that means clients can
still benefit from quality protection, but at a more affordable price.

Notes to Editors:

LV='s income protection cover has achieved a coveted 5 Star rating from
Defaqto, making it one of the best quality policies available in the market.

About LV=

LV= is a registered trademark of Liverpool Victoria Friendly Society
Limited (LVFS) and a trading style of the Liverpool Victoria group of
companies.

LV= offer a range of insurance (www.lv.com/insurance/) products
including home insurance, car insurance, life insurance (
www.lv.com/lifeinsurance/lv-life/), pet insurance, critical illness
cover (
www.lv.com/lifeinsurance/lifeprotection/list-of-critical-illnesses)
and over 50 life insurance (www.lv.com/lifeinsurance/50plus/index).

LV= employs around 4,000 people, serves over 3.8m customers and members,
and manages around GBP9.5bn on their behalf. We are also the UK's largest
friendly society and a leading mutual financial services provider.

LVFS is authorised and regulated by the Financial Services Authority,
register number 110035. LVFS is a member of the ABI, the AFM and ILAG.
Registered address: County Gates, Bournemouth BH1 2NF. www.LV.com

    For further information please call:

    Linda Winder
    LV=
    80 Cheapside
    London
    EC2V 6AA
    +44(0)20-7634-4418

    www.lv.com

For further information please call: Linda Winder, LV=, 80 Cheapside, London, EC2V 6AA, +44(0)20-7634-4418