The discount comes ahead of the implementation of the EU gender directive, which will see LV= switch protection to gender neutral rates on 1 December 2012.
All applications in the pipeline before this date are guaranteed to be accepted on gender specific rates ahead of the 21 December deadline, even if further medical evidence is required.
Mark Jones, LV= head of protection, said: “The gender directive gives advisers the opportunity to talk to clients about protection, and our discount is an added incentive for men in particular to take out income protection now before prices rise in the new year. Our guarantee means advisers can be confident applications will be written on gender specific rates if they apply now.”
