LV= Retirement Hub


The Challenge

In such a highly competitive market poorly educated consumers needing to turn their pension pots into annuities thought they had nowhere to turn for advice and tended to buy on rates rather than suitability. LV= had an advice team with a good track record of converting enquiries into sales waiting at the end of the phone. The challenge was to identify if and how digital channels could connect the two and drive more calls.

The Approach

Having established the importance of education over rates we focussed on the LV advice team as the unique point of difference. We refreshed the annuities content on the website and used prime real estate to highlight the importance of seeking advice before making any decision.


The Results

With advice more prominent call levels increased. Once into the conversation advisers were able to prioritise education and knowledge above rates and qualify callers. The end result of more high quality calls halved the cost of leads and led to LV exceeding sales targets by 50%.


of sales targets were exceeded

Key points

  • In depth analysis of web real estate allowed us to identify and create key user journeys
  • Use of digital channels to engage conversation leaving human element to close the sale