Farrell joins LV= from protection provider Royal Liver where he was responsible for sales, marketing and agency management.
He has spent 23 years working in the intermediated marketplace, starting his career at Fidelity Investments before moving to Swiss Life in 1990.
Farrell says: “I am delighted to be joining LV=. It is a tremendous brand with a good reputation in the IFA marketplace. It has a great team of people and I am looking forward to working with them to help develop the protection proposition further.”
Mark Jones, head of protection at LV=, says: “We are pleased to have someone of Farrell’s calibre and experience joining the LV= team. We announced strong performance across the life business in the first half of 2010 and our strategy continues to focus on areas of expertise in selected risk-based products.
“This continues to differentiate us in an increasingly competitive market and with Mike on board, will help us steam ahead during an exciting period of growth for LV=.”