LV= has launched a website for advisers on the forthcoming gender directive and I-E tax changes. It can be found at www.lv.com/nomoreguesswork.

The site looks at what the changes mean, the impact I-E and gender will have on protection clients and what the deadlines are.

LV= says it also examines the opportunity advisers have to use the changes in a positive way, including a tailored marketing toolkit to help raise awareness with clients.

The website will be regularly refreshed with new content as the changes draw nearer, the protection firm said.

“The government has now issued its response to the gender directive, and while recognising the issues we face as an industry, it does not provide us with the further guidance we had hoped for,” said Mark Jones, LV= head of protection.

“We now know as much as we will prior to 21 December, so it’s time for us to get on with it and make sure we provide as much clarity as we can for advisers. The I-E tax changes add another layer of complexity to what will happen to premiums at the end of the year, so we want to make sure that information is available for advisers in one place.

“There is a genuine opportunity for advisers to use the imminent changes as a reason to get in touch with clients, with the premium hikes at the end of the year giving people a reason to act now if they don’t have the cover they need in place.”

Jones added: “Advisers need to talk to clients sooner rather than later to make sure business is on the books before the changes are implemented. We are currently fine-tuning how we plan to implement the gender and I-E changes and will announce this in due course.”