LV= is offering five per cent off all income protection applications received before the 30th November 2012.
The discount will be automatically applied to all new quotations and comes ahead of the implementation of the EU gender directive on 1st December 2012.
The EU gender directive makes it illegal to charge different premiums on insurance products based on the sex of the applicant.
The insurer says that all applications being processed before the 1st December are guaranteed to be accepted on gender specific rates ahead of the deadline of 21st December 2012, even if further medical evidence is required.
Mark Jones, LV= head of protection, said: "The gender directive gives advisers the opportunity to talk to clients about protection, and our discount is an added incentive for men in particular to take out income protection now before prices rise in the new year. Our guarantee means advisers can be confident applications will be written on gender specific rates if they apply now.”