LV= has agreed a five-year partnership deal with the RAC.

Via LV=, the motoring service provider will offer its customers a telephone-based advice service on protection products including income protection, critical illness and life cover, and issues such as inheritance tax planning.

RAC customers will also be able to purchase term life and 50Plus products via the RAC website.

LV= said this if the first time its protection advice service has been available through a partner organisation.

“LV=’s ambition is to develop new business partnerships to try and help grow the protection market,” said Stuart Tragheim, LV=’s business development director.

“By partnering with the RAC we hope to increase the number of people who receive financial advice on protection and take the necessary steps to ensure they have the cover in place they need.”