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17 Prudential


Company: Prudential plc

Brand value: US$4,247 million

Headquarter city: London

Change since 2017: 40%

Industry: Insurance

Year formed: 1848


Prudential is a British-based multinational financial services company providing insurance and pension services. Its mission is to help remove uncertainty from life’s big events, giving consumers confidence and freedom to face the future. “The Pru”, as it is known, has more than 6 million life insurance and pension customers in the UK. Its tagline, “Always listening. Always understanding,” is accompanied by the brand’s logo which has featured the face of Prudence, one of the four cardinal virtues who represents a combination of memory, intelligence and foresight, since 1848. In a break from tradition in the financial services sector, Prudential has started using online influencers to engage consumers with content that consumers find engaging, from trusted sources. Prudential Plc has seen success in international markets, particularly the fast-growing Asian market, and the US. Prudential announced in early 2018, that it would demerge M&G Prudential from its group, alongside the partial sale of its UK annuity portfolio for £12 billion. Community work includes programmes to help young people prepare for work and make the most of new opportunities, and help for older people to live fulfilling, financially secure lives.