LV= has announced price cuts across 80% of its critical illness (CI) range.
The provider has also reduced rates on its combined life and critical illness policies, and for higher sums assured on some term assurance contracts.
However, some policies have also seen premiums rise, with 31% of standalone CI and 18% of reviewable combined policies increasing, although less than 1% of guaranteed combined plans are more expensive.
The average cut across the range is 4.1%, with some rates reduced by as much as 31%, although in standalone CI, this average cut is just 1.6%.
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.
"This year we are looking to increase our share of the critical illness market and are prepared to maintain our keen pricing in order to continue to provide best value."
