LV=, a diversified financial services group, has announced that it is improving its term and critical illness pricing across its Flexible Protection Plan product range, with 53% of rates reducing.

Chris McFarlane, head of protection business at LV=, said: This latest rate review activity is another example of our commitment to providing quality, competitive protection solutions, for both financial advisers and their clients.

Advisers will also benefit from an extra 10% commission when they use our express route to apply for any Flexible Protection Plan cover, reducing both the work-load for themselves, and the risk of non-disclosure.