Mark Jones has joined LV= as head of protection to drive the firm's New Year expansion plans.
He moves from Friends Provident, where he was head of protection marketing and led the development and promotion of products and pricing.
LV= witnessed a 21% increase in protection business in 2009, and Jones will lead the firm's efforts to expand and develop further into the protection market, including in promoting products, service, and marketing initiatives to support financial advisers during 2010.
The provider last year made a series of enhancements to its protection proposition, including updating its online application system. It is currently offering free critical illness cover for all new income protection customers until 31 January 2010.
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