Mike Farrell has joined LV= as head of sales of the protection business.

Farrell will be responsible for business development and overseeing the account management teams who look after protection sales through IFAs.

He joins LV= from Royal Liver where he was responsible for sales, marketing and agency management. Farrell has spent 23 years working in the intermediated marketplace, starting his career at Fidelity Investments before moving to Swiss Life in 1990.

Farrell – delighted – said LV= was a “tremendous brand”” with a good reputation in the IFA marketplace. He added: “”It has a great team of people and I am looking forward to working with them to help develop the protection proposition further.’