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Thank you for helping us star in this year's Financial Adviser Service Awards. More than 10,000 advisers voted to help us achieve Five Stars in the Investments and Life & Pensions categories.

Voted for by you

The awards are considered the industry benchmark, and recognise the importance of quality service to advisers and their clients, so we're honoured to have achieved the highest award in the two areas we compete.

Advisers were invited to rate us on our central processing capabilities, commission services, electronic business, new business processing, personal contact and product support. The top 10 ranked providers received Five Stars.

Working harder to help you do business

We've strived to improve our ratings from 2008, to give you the best possible adviser experience.

Key service improvements

• Faster turnaround and online capabilities for pensions, income drawdown and annuity transfers.
  • We now typically transfer pensions in 12.6 days (a reduction of about 40% from 2008).
  • We're one of the founding members of the new 'Origo Options' system, which has improved annuity transfer speeds by up to three weeks.
  • We have a Discounted Gift Proposition, and can issue an interim underwriting decision the next day, which previously took more than three weeks.
  • You can submit and track your new annuity business online with automatic validation.
• Ease of doing business with us.
  • We've restructured our Regional Sales Units to offer you three points of service - a Regional Account Manager, Telephone Account Manager and Sales Support Executive.
  • We've aligned our team of Service Managers with our Account Management team to rectify any issues at policyholder level as soon as possible.

Additions to our product range

In response to changing market conditions and consumer and adviser needs, we've developed new products that offer you and your clients' greater flexibility.

• Income Choice Annuity
  Our new annuity offers security, income choice and growth potential for your clients - plus choice of income for you.
• PruFund Cautious Fund
  Our new cautious series of PruFund invests mainly in less volatile assets like corporate bonds, but customers still have the choice of a guarantee on their money.

What the awards mean for you

Our Five Star awards signal that we are on the right track to offering the quality of service and support that you need. We've put together a sales aid which you can download, to help translate what our enhancements mean in practical terms.

Your opinion is important to us

The Financial Adviser Service Awards are particularly significant for us as they're voted for by you.

We recognise that there are still improvements to be made and we'll be working hard in 2010 to accomplish these. Our aim is to make doing business with us as easy as possible.

Let us know how we can help you achieve a more productive and profitable business.