Prudential life insurance: what happened and who looks after old Pru policies now
What happened to Prudential in the UK, who looks after old Pru life insurance policies now, how to trace a lost policy and how to make a claim.
- Whole of Life plans
- Existing customers only
- Not available to new customers
- Policies looked after by
- M&G
- The Prudential Assurance Company Limited
- General enquiries
- 0800 000 000
- Mon–Fri 8am–6pm
- Industrial Branch policies
- 0345 640 4000
- Old policies paid at the door
In a nutshell
Prudential (Pru) was formed in 1848 and is now part of M&G plc, which says any plan carrying the Prudential name is managed by The Prudential Assurance Company. The products M&G lists for Pru customers today are pensions, savings and investments, not life insurance.
- If your paperwork mentions Pru or Prudential, call M&G on 0800 000 000, Monday to Friday, 8am to 6pm. It’s a general line that directs you to the right department.
- For an old Industrial Branch policy, the kind issued between 1854 and 1994 and usually sold by agents who collected the premiums at home, call 0345 640 4000.
- Pru Whole of Life and endowment plans are still looked after for existing customers, but they’re not available to new customers.
- To report a death, use M&G’s online bereavement form, call 0800 000 000 or write to Prudential, Lancing, BN15 8GB.
- Prudential plc, which operates in Greater China, ASEAN, India and Africa, has been a separate group since October 2019 and says it cannot help Prudential UK customers.
Who are Prudential?
The Prudential Assurance Company Limited is a subsidiary of M&G plc, with Pru as its trading name in M&G’s list of group companies. M&G describes it as its wholly-owned subsidiary offering life and pensions solutions. Its A+ financial strength rating from Standard & Poor’s was correct as of 11 March 2026, M&G says.
- Founded
- 30 May 1848, Hatton Garden, London
- Insurer today
- The Prudential Assurance Company Limited
- Trading name
- Pru
- Company number
- 00015454
- FCA register number
- 139793, authorised since 1 December 2001
- Registered office
- 10 Fenchurch Avenue, London EC3M 5AG
- Part of
- M&G plc
- Financial strength
- A+ from Standard & Poor’s (as of 11 March 2026)
Prudential was founded on 30 May 1848 in Hatton Garden, London, as “The Prudential Mutual Assurance Investment and Loan Association”. It took the name “The Prudential Assurance Company” in 1866 and became a limited liability company in 1881. Companies House gives 1 June 1881 as the date The Prudential Assurance Company Limited was incorporated.
In 1854 Prudential opened its Industrial Department, selling insurance to working people for premiums from a penny through door-to-door agents. By 1900, M&G says, Prudential insured a third of the UK’s adult population. In 1949 it launched the “Man from the Pru” as an advertising image for its agents, which helped rebrand the Industrial Branch as Home Service.
In 1879 Prudential moved into Holborn Bars in London, a purpose-built office designed by Alfred Waterhouse when it was the largest life assurance company in Britain. It moved out in 1999 but kept ownership of the building.
Prudential bought M&G in 1999. In August 2017 Prudential plc announced that its UK and European business would merge with M&G Investments to form M&GPrudential. In October 2019 that business demerged from Prudential plc and listed on the London Stock Exchange as M&G plc.
M&G says it is also responsible for plans from several former companies, including Scottish Amicable Life Assurance Company, Vavasseur Life Assurance Company Limited and Vanbrugh Life Assurance Limited. Its list also covers Greville Insurance (Life Assurance), British Widows Assurance Company Limited and Equitable with-profits annuities, which were transferred to Prudential from 31 December 2007.
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What happened to Prudential?
The insurer is still there: Companies House lists The Prudential Assurance Company Limited as active. What changed is who owns it. Prudential plc completed the demerger of M&G plc on 21 October 2019, and Pru is now part of M&G.
Prudential plc announced on 14 March 2018 that it would demerge M&G, creating two separately listed companies. Companies House shows Prudential plc was the person with significant control of The Prudential Assurance Company Limited from 6 April 2016 until 23 November 2018, followed by M&G plc. Since 23 July 2020 it has been M&G Group Regulated Entity Holding Company Limited.
M&G plc itself was called M&G Prudential Limited from 3 July 2018 to 24 July 2019, and M&G Prudential plc from 24 July 2019 to 16 September 2019.
Prudential plc now provides life and health insurance and asset management in Greater China, ASEAN, India and Africa. It says it is not affiliated with The Prudential Assurance Company, a subsidiary of M&G plc, and cannot help M&G or Prudential UK customers or policyholders.
The products M&G lists for Pru customers are the Prudential Retirement Account, workplace pensions and AVC schemes, OEIC funds, the Prudential Investment Plan, international bonds and the Prudential ISA. Its list for financial advisers has retirement planning products, investment bonds, the Prudential ISA and an OEIC fund range. Neither list has life insurance.
M&G says its savings products, including Endowment Savings plans and Whole of Life plans, are not available to new customers. Its pages for UK financial advisers list the Flexible Life Plan, the Flexible Critical Illness Plan and the Flexible Protection Bond as closed to new business.
Vitality Life Limited’s annual report says VitalityLife was launched in 2007 as PruProtect, a joint venture with The Prudential Assurance Company Limited. On 10 November 2014 The Prudential Assurance Company Limited announced an agreement to sell its 25% stake in the joint venture to Discovery for £155 million. PruProtect was then rebranded as VitalityLife. At the time, Prudential plc said its UK business continued to focus on with-profits and retirement solutions.
The old pru.co.uk website now redirects to M&G’s pages for Pru customers. M&G says it has changed how Pru looks but not how it supports customers: policies, logins and contacts stay the same, and documents still come from Pru.
- The insurer
- The Prudential Assurance Company Limited, active
- Part of
- M&G plc, which has been separate from Prudential plc since the demerger on 21 October 2019
- Policies looked after by
- M&G
- Whole of Life and endowment plans
- Existing customers only, not available to new customers
- Life insurance for new customers
- Not on M&G’s current product lists
- General enquiries
- 0800 000 000, Mon–Fri 8am–6pm
- Industrial Branch policies
- 0345 640 4000, Mon–Fri 8am–6pm
- PruProtect
- Renamed VitalityLife after the stake was sold in 2014
- Prudential plc
- A separate group, not affiliated with the UK insurer
Prudential history
-
1848
Prudential is founded on 30 May in Hatton Garden, London, as “The Prudential Mutual Assurance Investment and Loan Association”.
-
1854
Its Industrial Department starts selling insurance to working people for premiums from a penny, through door-to-door agents. The first Industrial Branch life policies date from this year.
-
1866
The company takes the name “The Prudential Assurance Company”.
-
1879
Prudential moves into Holborn Bars, then the office of the largest life assurance company in Britain.
-
1881
Prudential becomes a limited liability company.
-
1949
The “Man from the Pru” is launched as the image of Prudential’s agents.
-
1978
Prudential Corporation is formed as the holding company for a business that includes The Prudential Assurance Company and Vanbrugh Life.
-
1994
The last Industrial Branch life policies are issued.
-
1999
Prudential buys M&G. It moves out of Holborn Bars but keeps ownership of the building.
-
2007
PruProtect is launched as a joint venture with The Prudential Assurance Company Limited. Equitable Life’s with-profits annuities are transferred to Prudential from 31 December.
-
2014
The Prudential Assurance Company Limited announces on 10 November an agreement to sell its 25% stake in the PruHealth and PruProtect joint venture to Discovery. PruProtect is rebranded as VitalityLife.
-
2017
Prudential plc announces in August that its UK and European business will merge with M&G Investments to form M&GPrudential.
-
2018
Prudential plc announces on 14 March that it will demerge M&G. In March, The Prudential Assurance Company Limited agrees to reinsure £12.0 billion of annuities with Rothesay Life.
-
2019
The High Court declines on 16 August to approve the transfer of annuities to Rothesay Life, leaving those policyholders’ benefits and service unchanged. The demerger of M&G plc from Prudential plc is completed on 21 October.
-
2020
The Court of Appeal supports the appeal on the proposed annuity transfer on 2 December.
-
2021
Rothesay announces on 24 November that the High Court has approved the transfer of a portfolio of annuities from The Prudential Assurance Company Limited.
Existing Prudential policies
M&G looks after Prudential policies today. It says that if your paperwork refers to Pru or Prudential, the plan is managed by The Prudential Assurance Company, which is part of M&G.
Industrial Branch policies. These life policies were issued between 1854 and 1994. They were either whole life plans, paying a lump sum on death, or endowment plans, paying out on a set maturity date or earlier on death. Agents typically sold them in person and collected premiums at home, usually in cash or by cheque, and the policy number is usually nine digits long.
If you think you have an old policy paid at the door, M&G asks you to call 0345 640 4000, Monday to Friday, 8am to 6pm. Along with the policy number, M&G needs when and where the policy started and the last premium was paid. It also needs the life assured’s date of birth and full name, including maiden surname.
M&G warns that without these details an Industrial Branch policy may be hard to trace, as its records are numerically based. If you don’t have a policy number, call the general line on 0800 000 000, write to Prudential, Customer Service Centre, Lancing, BN15 8GB, or send a secure email.
Whole of Life plans. A Pru Whole of Life plan is a long-term savings and investment plan with life cover that pays a lump sum on death. M&G says these plans are usually meant to cover funeral costs, provide for loved ones or help pay an inheritance tax bill. The level of cover is chosen at the start, and its cost may be reviewed.
M&G warns that the cost of cover rises with age, so lower payments could mean less cover, and making the plan paid up could reduce or stop the cover. If you took out Waiver of Premium and can’t work because of illness or an accident, you may be able to apply to have your payments made for you. If your plan was set up under trust, M&G says its general information may not apply.
Endowment plans. A Pru endowment is a long-term investment product that combines a savings plan with life cover. It pays a lump sum on the maturity date, or a guaranteed minimum amount (the sum assured) if you pass away before the plan ends. M&G says endowments are often used to help repay mortgages, cover other debts or build up savings.
If your endowment was set up for a mortgage or another debt, M&G says to contact your lender before making changes, as you might need their permission. Once a plan is paid up, you can’t restart payments.
Flexible Life Plan, Flexible Critical Illness Plan and Flexible Protection Bond. M&G’s legacy page for UK financial advisers lists these three plans as closed to new business, though existing clients can still top them up. The Flexible Life Plan is a regular-premium whole of life plan, while the Flexible Protection Bond is a single-premium bond offering whole of life cover. The charges document for the Flexible Life Plan and Flexible Critical Illness Plan is published by Prudential International, a marketing name of Prudential International Assurance plc, a life assurance company operating from Ireland.
Protection on a Flexible Life Plan or Flexible Critical Illness Plan may be life cover, critical illness cover, accelerated critical illness cover, long term care or waiver of premium. Prudential International has committed to review these regular-premium plans after 10 years and every five years after that. It has committed to review the Flexible Protection Bond after 10 years and at least every five years after that, to check the fund value can sustain the cover and charges.
At a Flexible Life Plan review, M&G says it may recommend paying an additional premium or reducing the cover. If the investor does neither, cover may eventually stop if the plan value becomes too small. Charges for life and critical illness cover keep being deducted from a Flexible Life Plan or Flexible Critical Illness Plan. If there are not enough funds to pay them, cover stops immediately, though Prudential International says it contacts the client in advance. It also says critical illness cover has cost more than expected, and charges for future cover may have risen since the plan started.
Permanent Health Insurance. These plans pay an income after a set period if an accident or illness stops you working, and they have no cash-in value. If you stop paying, the plan is cancelled, and outside an initial period it can’t be restarted. To restart it within that period, you’d need to pay any missed premiums and may need to complete a health declaration.
PruProtect policies. Vitality Life Limited’s 2025 annual report says VitalityLife launched in 2007 as PruProtect, a joint venture with The Prudential Assurance Company Limited. Business sold under the brand before Vitality Life Limited was authorised on 23 December 2015 was underwritten by The Prudential Assurance Company Limited. Vitality Life Limited says that business remains a liability of The Prudential Assurance Company Limited and is expected to stay so indefinitely.
We didn’t find an M&G or Vitality page that tells PruProtect policyholders whom to contact, so start with the contact details on your policy documents.
- Looked after by
- M&G (The Prudential Assurance Company Limited)
- Industrial Branch policies
- 0345 640 4000
- Whole of Life plans
- 0345 640 1000
- Endowment plans
- 0345 640 1000
- Permanent Health Insurance
- 0345 640 1000
- Prudential International products
- Operations Department, Prudential International Assurance, PO Box 13395, Chelmsford CM99 2GH
- Former companies
- Scottish Amicable, Vavasseur, Vanbrugh, Greville, British Widows, Equitable (with-profits annuities)
- M&G says that under its new look, your policies, login and contacts stay the same, and your documents still come from Pru.
- M&G says products offered by The Prudential Assurance Company Limited are subject to the Financial Services Compensation Scheme (FSCS). You may be able to make a claim if Prudential is unable to meet its financial obligations. The scope and amount of cover depend on the type of policy and the funds selected.
- Some Prudential annuities were transferred to Rothesay. On 24 November 2021 Rothesay announced that the High Court had approved the transfer of a portfolio of annuities from The Prudential Assurance Company Limited, welcoming those customers as new policyholders.
- Pru no longer offers home insurance. Existing Prudential home insurance policies are underwritten by U K Insurance Limited, and questions and claims go to 0345 605 9267.
Tracing a lost policy. M&G can help you trace a lost or unclaimed plan, including a Prudential plan held by a family member who has passed away. It needs the planholder’s full name, date of birth, National Insurance number and the address where the last payment was made. The plan number and the payment method help if you have them, and if you write, include a copy of the planholder’s driving licence or passport.
Call 0800 000 000 (+44 1786 448844 from outside the UK), Monday to Friday, 8am to 6pm, or write to Customer Service Centre, Prudential, Lancing, BN15 8GB. The same number and address are for plans from the former companies M&G is responsible for. If the company on your documents is not on M&G’s list, M&G points you to the Association of British Insurers (ABI) for a full list of providers.
Our guide to lost life insurance policies explains other ways to check whether someone had cover.
Contacting M&G about a Prudential policy
M&G deals with enquiries about Pru policies and, after a death, with the claim. Its general line is 0800 000 000, Monday to Friday, 8am to 6pm. M&G says calls to 0800 numbers are free from the UK, though charges may differ from a mobile phone or another network. From outside the UK, call +44 1786 448844. M&G’s call-us page also has a plan number search that shows the contact number for your plan.
Reporting a death. You can tell M&G about a death using its online bereavement notification form, which usually takes around 10 minutes, though it may not suit every product. You can also call 0800 000 000 (Monday to Friday, 8am to 6pm) or write to Prudential, Lancing, BN15 8GB.
M&G’s bereavement team then reviews the information. If it needs more, it writes to say what, and it may send a claim form. Once it reaches a decision, payment by bank transfer or cheque is usually issued within 3 to 5 working days. If the person had several policies, each claim is paid once it has been assessed.
Terminal illness. If you have life or critical illness cover with M&G, you may also have terminal illness cover. M&G says this may pay out if you have less than 12 months to live, and if a claim is paid, the policy ends. Its terms say you can’t claim if your policy has less than 12 months left or your life expectancy is longer than 12 months.
Even so, M&G says it assesses each terminal illness claim individually and applies a degree of judgment and discretion when a prognosis is approaching 12 months or the policy has less than 12 months left.
Messages and complaints. M&G asks you to use PruMail if you’re contacting it on behalf of an existing customer, or if your product isn’t on its Online Service. Written complaints go to the Complaint Resolution Unit, Prudential, Lancing, BN15 8GB.
M&G aims to resolve complaints within 5 business days, or within 8 weeks for complex complaints. If a complaint is still unresolved, you may be able to refer it to the Financial Ombudsman Service within six months of M&G’s final response.
Watch out for clone firms. The FCA register warns that people are using the details of The Prudential Assurance Company Limited to pretend they work for the genuine firm, which is typically part of a scam. Clone names listed on the register include “Prudential Pensions Bonds”, “Prudential Financial”, “Prudential” and “Pru Advisor”. The FCA says to contact the genuine firm using the switchboard number on the register.
- General enquiries
- 0800 000 000 (Mon–Fri 8am–6pm)
- From outside the UK
- +44 1786 448844
- Industrial Branch policies
- 0345 640 4000 (Mon–Fri 8am–6pm)
- Whole of Life and endowment plans
- 0345 640 1000 (Mon–Fri 8am–6pm, excluding public holidays)
- Permanent Health Insurance
- 0345 640 1000 (Mon–Fri 8am–6pm)
- Report a death
- Online form, or 0800 000 000 (opens in a new tab)
- Trace a lost plan
- mandg.com: Need help finding a lost plan? (opens in a new tab)
- Find the number for your plan
- mandg.com: plan number search (opens in a new tab)
- Post
- Customer Service Centre, Prudential, Lancing, BN15 8GB
- Complaints by post
- Complaint Resolution Unit, Prudential, Lancing, BN15 8GB
- Website for Pru customers
- mandg.com/existing (pru.co.uk redirects here) (opens in a new tab)
Pru UK ratings and reviews
Trustpilot’s Pru UK page rates the whole company, which Trustpilot lists as a pension office. It’s not a rating of life insurance alone.
| Review site | Rating | What it means |
|---|---|---|
| Trustpilot | 4.0 / 5 · Great | Based on 3,801 reviews of Pru UK, 475 of them in the last 12 months. 42% of reviews were 5-star and 44% were 1-star. View on Trustpilot (opens in a new tab) |
Trustpilot says Pru UK invites its customers to review it, whether the review is positive or negative. Ratings checked on 3 October 2026 and may have changed since.
Looking for new life cover?
The products M&G lists for Pru customers and for financial advisers don’t include life insurance, and its Whole of Life and endowment plans are for existing customers only.
If you already have a Pru policy, M&G still looks after it. M&G says there’s nothing for you to do under the M&G look, and your Prudential products, benefits, servicing and contacts are not changing.
M&G warns Whole of Life planholders that life cover and benefits given up can be harder and more expensive to replace later, especially if your health has deteriorated. For Permanent Health Insurance, it says a new plan should have started before you cancel your existing one.
If you need new or extra cover, it helps to compare quotes from several insurers. Keep any existing policy in place until the new one has started, so you’re not left without cover in between.
Term life insurance pays out if you die during a set term. Whole of life cover pays out whenever you die, as long as you keep paying the premiums, and our guide to term vs whole of life insurance compares the two. Over 50s life insurance is whole of life cover for older applicants. Critical illness cover pays a lump sum if you’re diagnosed with a serious condition listed in the policy.
PruProtect, the 2007 joint venture with The Prudential Assurance Company Limited, was rebranded as VitalityLife. Vitality Life Limited’s 2025 annual report says term, whole of life and critical illness policies are sold under that brand.
Guides to life cover
- Term life insurance: Cover for a set number of years, with level or decreasing cover.
- Whole of life insurance: Lifelong cover and how it differs from term cover.
- Over 50s life insurance: Guaranteed acceptance for ages 50–85, and what to check before you buy.
- Critical illness cover: A lump sum on diagnosis of a serious illness your policy covers.
Insurer reviews
- Vitality life insurance review
- All insurer reviews: plain-English reviews of UK life insurers, listed alphabetically
Prudential life insurance FAQs
Not from the products M&G lists today. Its product lists for Pru customers and for financial advisers have pensions, savings and investments but no life insurance. Pru Whole of Life and endowment plans are not available to new customers, and the Flexible Life Plan and Flexible Critical Illness Plan are closed to new business.
M&G looks after Prudential policies. It says any plan carrying the Prudential name is managed by The Prudential Assurance Company, part of M&G, and your policies, login and contacts stay the same.
Contact M&G, which can help trace a lost or unclaimed Prudential plan, including one held by a family member who has passed away. You’ll need the planholder’s full name, date of birth, National Insurance number and the address where the last payment was made. Call 0800 000 000 (Monday to Friday, 8am to 6pm) or write to Customer Service Centre, Prudential, Lancing, BN15 8GB, enclosing a copy of their driving licence or passport.
For an old Industrial Branch policy that was paid at the door, call 0345 640 4000.
A life policy issued between 1854 and 1994, usually sold by an agent who collected the premiums at home. It was either a whole life plan, paying a lump sum on death, or an endowment, paying out on a set date or earlier on death. The policy number is usually nine digits long.
You can report the death using M&G’s online bereavement notification form, by calling 0800 000 000 (Monday to Friday, 8am to 6pm) or by writing to Prudential, Lancing, BN15 8GB. If M&G needs more information it will write to you and may send a claim form. Once a decision is reached, payment by bank transfer or cheque is usually issued within 3 to 5 working days.
Our guide to life insurance claims explains the usual steps after a death.
They’re separate companies. Prudential plc demerged M&G plc in October 2019 and now provides life and health insurance and asset management in Greater China, ASEAN, India and Africa. Prudential plc says it cannot help Prudential UK customers and isn’t affiliated with The Prudential Assurance Company or with US-based Prudential Financial, Inc. M&G says the same of the UK company.
Vitality Life Limited’s annual report says PruProtect launched in 2007 as a joint venture with The Prudential Assurance Company Limited. After Discovery bought the remaining 25% stake in November 2014, PruProtect was rebranded as VitalityLife. Business sold before Vitality Life Limited’s authorisation on 23 December 2015 was underwritten by The Prudential Assurance Company Limited and remains its liability.
M&G says products offered by The Prudential Assurance Company Limited are subject to the Financial Services Compensation Scheme (FSCS). You may be able to claim if Prudential can’t meet its financial obligations, though the scope and amount of cover depend on the policy type and the funds selected.
M&G says there’s nothing for you to do and nothing about your Pru plan, servicing or contacts is changing. Your Prudential products, benefits, policies and login stay the same, and you’ll still receive your documents from Pru.
Sources
The facts on this page come from these sources.
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