Protection products are too complicated for consumers says LV
Wed, 08 Sep 2010
Protection providers have overlooked consumers in making products too complicated, according to LV= .

The firm is of the opinion that the recent string of mergers, acquisitions and departures from the sector does not necessarily mean there is a problem within the market. Mark Jones, head of protection at LV=, made his comments as the provider announced a 37 per cent growth in protection new business over the first six months of 2010. Jones is eager to simplify products and income protection in particular, in a bid to attract a wider audience.

He said: "Its one of those products I think you can simplify without dumbing down certain areas.

"Sometimes we've added something because it makes it easier for us to look after the risk element and have forgotten that the more complicated we make it, the less likely any consumer is going to engage with it, or that any adviser is going to be able to take someone down the journey to fulfil the customer's need."
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