LV= Fixed vs Lifetime Annuity Comparison Tool

The Challenge

To help financial advisers and their clients to make more informed decisions when choosing between Lifetime and Fixed Term Annuities, LV= launched a unique interactive tool that would help advisers to contrast the pros and cons against variables like:

  • Changing interest rates
  • Ill health
  • Death

The challenge? To do this, the bespoke tool had to calculate a hugely complex set of dynamic macro algorithms. Although headache-inducingly complex behind the scenes, the adviser-facing front end had to be effortlessly simple to use.


Moreish Approach

Despite the mathematical complexity, Moreish relished the challenge, using our established network of partners to source top-notch programming brains fit for a job that ended up breaking PHP coding boundaries!

To promote the online comparison tool, Moreish devised a series of press ads directing financial advisers towards the online tool.


Moreish Results

  • The tool has been used by over 4,000 advisers online and via app downloads
  • Adviser feedback has been very positive and it’s facilitated hundreds of purposeful client conversations with an average session duration of 1.40 mins