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Millfield recruits LTC experts as it targets over-50s market

The Millfield Partnership has recruited husband and wife long-term care specialists Jeremy and Janet Davies to build a new national LTC team of around 50 advisers.

Jeremy Davies has been appointed business development executive while Janet Davies, who is a specialist LTC IFA, has been appointed one of two national long-term care advocates.

The couple, who set up their own long-term care training company four years ago, joined Millfield from ProAct Legal where Jeremy Davies was commercial director and Janet Davies was head of LTC.

Over the next 12 months, Millfield aims to build a team of around 50 RIs to cover the over-50s market across the UK.

The national IFA is running an ad campaign in the trade press aimed at attracting both LTC specialists and IFAs with experience in the retirement market or protection for the over-50s as well as recruiting around half of the team from existing Millfield staff.

Training starts next week for the first 20 IFAs and will continue throughout November with the help of Millfield&#39s training partners Bupa and Age Concern Financial Partners.

Jeremy Davies says: “In my experience, this is the biggest single initiative in long-term care. The percentage of people taking up long-term care policies in this country is pitiful compared with the United States for instance. We really have a chance to get this market.”

Age Concern Financial Partnerships Business Strategy Manager Eddy Short says: “We are more than happy to endorse Millfield&#39s training programme. It is very similar to the programme that we offer to IFAs and we are having an input. It is a different sale from what IFAs are used to and what Millfield has done is set up a specialist division to deal with it.”

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