LV= has backed COVER's IP Campaign and is considering alternatives for its remaining occupations which have a list based definition of incapacity.
Mark Jones, head of protection at LV= said the provider had done a lot of work in this area recently and it has moved the vast majority of occupations to own occupation cover for its menu based product.
LV= also has an own-occupation only Income Protection product.
However LV= believe, that while own occupation cover is considered the easiest definition of incapacity for a consumer to understand and to claim on, in its purest form it is unlikely to be affordable to many people in manual occupations.
Jones said: "We have seen examples of offsetting the initial cost of offering own occupation by reducing the benefit level over time during a claim, or increases in the cost of customer's cover as they get older.
"Both allow a more affordable price at outset but introduce other potential issues later in the life of the contract.
"It is not a black and white issue, therefore we believe it is important that the campaign encourages providers to consider a range of alternatives that best suit consumers' budgets and needs."
He added: "I'm pleased to confirm that LV= support the Cover campaign to reform the assessment of claims using list based definitions."
