LV= has cut prices across its critical illness (CI) protection range. It has improved rates on its critical illness and combined life and critical illness policies, and improved rates for higher sums assured for some of its term insurance contracts.

The protection provider says 82.5% of critical illness rates have been cut, with nearly all guaranteed premiums coming down. The average cut across the range is 4.1%, with some rates reduced by 31%.

Mark Jones , head of protection at LV=, said: “This sweeping re-price reflects LV=’s commitment to helping advisers sell the most appropriate mix of protection for their customers’ needs. As part of our ambitious plans for this year