Mike Farrell, head of sales and marketing at Royal Liver Assurance, has joined LV= as head of protection sales.
He will be responsible for business development and overseeing LV='s IFA account management teams.
Farrell says: "I am delighted to be joining LV=. It is a tremendous brand with a good reputation in the IFA marketplace.
"It has a great team of people and I am looking forward to working with them to help develop the protection proposition further."
Head of protection Mark Jones adds: "We are pleased to have someone of Mike's calibre and experience joining the LV= team."
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