PruAdviser Online Services ​for Retirement Account will be unavailable from 21:00 on Thursday 16 September until 00:00 on Friday 17 September for essential maintenance. We apologise for any inconvenience caused.
PruAdviser online services will be unavailable from 20:00 BST Saturday 18 September until 07:00 BST Sunday 19 September for essential website maintenance. We apologise for any inconvenience caused.

We’re refreshing our look

You’ll soon begin to notice a difference in our logo and the colours we’re using, as we update how we look across all our websites and literature over the coming months.

What you’re used to seeing:


What you’ll start to see:


Our name hasn't changed. We're still the Prudential Assurance Company Ltd, Prudential or Pru for short.  Our business is built on core values of care and integrity, and we’ve been caring for our customers for over 170 years. We continue to be a leading savings and investment business, here to help you achieve your goals and those of your clients. Our purpose is to help them live the life they want, by managing and potentially growing their savings.

You don’t need to do anything. There are no changes to the products your clients hold, to how you contact us or how we contact you.

So what are we doing, and when?

We’re updating the Prudential brand with a fresh new look and feel. You’ll mostly notice the refresh of our logo, but we’ll also be updating our websites and social media, as well as our guides, emails and support material. And we just want to make you aware of this, as your clients will notice the changes too.

These will start to roll out from mid-May 2021

We’re updating our communications gradually – as it’s more cost-effective and better for the environment to do it this way – so it’s likely you may receive information in the old and new brand over the next 12 months or so.

We’re dedicated to acting responsibly in everything we do. We want to help create a more positive future not just for you and your clients, but for our planet, society and future generations too.

Why are we doing it?

Prudential UK and Europe became part of M&G plc in October 2019, which means we're no longer associated with Prudential plc. To make it clearer to our customers and advisers who we are, we're refreshing how we look to be more aligned with our M&G plc family of brands.

As an international savings and investments business, managing money for both individual savers and institutional investors in 28 markets, M&G plc is able to offer a variety of financial solutions for all different types of customers. You can find out more at

What does this mean for you?

There are no changes to the plans your clients hold, how you contact us or how we contact you. And if you use our online services, your login details remain the same.

Be assured, we’ll still be offering the same financial expertise and making sure we continue to meet our commitments to you and your clients, as well as continuing to offer innovative solutions for all our customers’ needs. Nothing else is changing and you don’t need to do anything.

Keeping you and your clients safe

As we previously mentioned, don’t worry if you see things in our old and new brand, we’re updating our communications gradually. It is important, however to always be on the lookout for, and understand how to spot and protect your clients from, investment scams.

You’ll find more information on this on our ‘Latest service updates and scam awareness’ hub page, as well as links to the FCA ScamSmart website and our Covid-19 Scam Alert email template, to help you reach out to clients, about the potential risks.

Please remember the value of an investment isn’t guaranteed and can go down as well as up and your clients might not get back the amount they put in.

"Prudential" is a trading name of Prudential Distribution Limited. Prudential Distribution Limited is registered in Scotland. Registered Office at Craigforth, Stirling FK9 4UE. Registered number SC212640. Authorised and regulated by the Financial Conduct Authority. Prudential Distribution Limited is part of the same corporate group as the Prudential Assurance Company. The Prudential Assurance Company and Prudential Distribution Limited are direct/indirect subsidiaries of M&G plc, a company incorporated in the United Kingdom. These companies are not affiliated in any manner with Prudential Financial, Inc, a company whose principal place of business is in the United States of America or Prudential plc, an international group incorporated in the United Kingdom.