ASDA joins with LV= to increase life cover among over-50s

The supermarket chain has unveiled a new Over 50s Life Cover product, developed for ASDA by LV=. ASDA and LV= will combine their marketing expertise to increase awareness and take-up of the new life insurance through in-store promotion, direct marketing, TV and press advertising, and online marketing. Gideon Ingham, head of insurance and savings at ASDA, said: "We can now offer our customers a superb new over 50s life cover plan. And with ASDA they also get the option to guarantee that the premiums paid in will never add up to more than the policy pays out. "By combining our retail...