LV= is aiming to offer the lowest premium for IP in nine out of every ten cases.
Mark Jones, LV= head of protection, said: "We all know that we need to engage more people in the importance of protecting their income, but this also means encouraging advisers that aren't already active in this market to find out more about advising their clients on IP.
"We are introducing this pricing offer help grab the attention of advisers that aren't yet doing a lot of income protection business, and then we can support them through the process with online tools and services such as our free pre-underwriting helpline, currently used by around 300 advisers a day.
“We hope that this gives advisers a great reason to kick-start a discussion with their clients about this type of cover."
