LV=, a mutual insurer and friendly society, has announced that Richard Rowney, group COO, and Keith Abercromby, group finance director, have been appointed as executive directors to its board of directors.

Richard Rowney has joined LV= from Barclays where he held a variety of senior roles across business banking, wealth management and retail banking, including COO for premier banking, and latterly as the integration director overseeing the Barclays and Woolwich Integration.

Prior to joining LV=, Keith Abercromby was finance director of Norwich Union’s life division. Mr Abercromby also held a number of roles at HBOS, including managing director of Halifax Life, finance director of HBOS Financial Services, and latterly as finance director of HBOS’s Insurance and Investment Division.

LV= has also announced the appointment of Ian Reynolds as a non-executive director of the board. Mr Reynolds is an actuary with many years’ experience in the insurance industry, including a number of senior positions with Royal Insurance and Commercial Union. He has also served as an insurance adviser to the Financial Services Authority and is a non-executive director of Equitable Life.

Dennis Holt, chairman of LV=, said: These appointments are an additional boost of talent to the board. With this strong management team we are even better placed to compete successfully in present highly competitive financial services market, and offer increasing long term value to our members.