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Our pledge to you

Our Values

Our values go a step further than our principles to influence how we conduct ourselves as individuals. They are based on the Growth Mindset Model and posed as human attributes so that they are accessible regardless of language or seniority.

How to THINK about being AMBITIOUS
How to THINK about being AMBITIOUS
How to THINK about being AMBITIOUS
How to THINK about being CURIOUS
How to THINK about being CURIOUS
How to THINK about being CURIOUS
How to THINK about being EMPATHETIC
How to THINK about being EMPATHETIC
How to THINK about being EMPATHETIC
How to THINK about being COURAGEOUS
How to THINK about being COURAGEOUS
How to THINK about being COURAGEOUS
How to THINK about being NIMBLE
How to THINK about being NIMBLE
How to THINK about being NIMBLE

Read more about our values

Each value is defined by a set of mindsets, behaviours, and unaccepted behaviours. These behaviours form the basis of peer-to-peer feedback at Prudential, so we can all become better versions of ourselves.

ambitious logo
Our business is competitive. We push ourselves and each other to greatness, but not at all costs. Being a team player and doing the right thing comes first.

  • How can I push myself to think bigger?
  • How can I build in this conversation?
  • How can I find meaning in our work?
  • Understand our growth strategy and collective ambition
  • Break siloes and collaborate with colleagues to do big things together
  • Set clear targets for yourself and share those with others
  • Talk openly about the tension between doing big things and doing the right things
  • Push boundaries and challenge status quo - don't be constrained by past practice
  • Micro-managing and creating noise that makes it tough for people to do their job
  • Doing what is expedient instead of what is right for customers and/or colleagues
  • Pursuing individual interests at the expense of the team
curious


The world is changing faster than ever. No one has all the answers. We are humble and always listen and seek to learn and understand.

  • How can I grow from this?
  • How can I see this differently?
  • What am I learning today?
  • Acknowledge there are many different ways to see the same thing
  • Broaden your perspective on markets, industries, and customer trends
  • Encourage quieter or more junior people to contribute in a way they're comfortable
  • Take ownership of your learning objectives and actively seek support
  • View on-the-job training as a key part of learning
  • Criticising the interests, aspirations, or opinions of colleagues
  • Making someone feel wrong for not knowing something
  • Behaving as if you know it all, assuming you have nothing left to learn
empathetic


There’s an age-old wisdom in walking a mile in another’s shoes. We do that every day, whether it’s with customers or colleagues.

  • How can I truly listen to this human?
  • How does bias cloud my thinking?
  • How does this decision affect the customer?
  • Listen to others without judgement and see things from their perspective
  • Assume that people have good intentions and are doing the best they can
  • Look for what you have in common with others rather than what divides you
  • Link discussions and decisions to impact on customers and their needs
  • Acknowledge that emotion is part of change and we all have hopes and fears
  • Fixating on business outcomes while forgetting the human impact
  • Interrupting others and making it difficult for them to finish their thoughts
  • Adding confusion to a conversion by not building on what was said
courageous


Prudential's success and culture belongs to all of us - it's our shared legacy. We do the right thing and bring our full selves to work to build it together.

  • How can I share my views even when it's hard?
  • How can I be confident in what I bring?
  • How can I talk openly about my mistakes?
  • Treat people with respect and say something if you see respect lacking
  • Ask for help if you have a question or don't understand something
  • Consult colleagues when you are unsure of what the 'right thing' to do is
  • Take bold actions based on informed decisions
  • Respectfully challenge ideas or decisions when you have a different view
  • Talking about people rather than directly to them if there is a problem
  • Assuming someone else will speak up when something is wrong
  • Not acknowledging or learning from mistakes or failures
nimble


Being agile and adaptive is trending. We approach our work iteratively, with carefully-designed experiments that help us fail fast and fail forward.

  • What would I do differently next time?
  • How can I be more resilient?
  • Why is this change important?
  • Take small steps to experiment and become more comfortable with change
  • Celebrate the small wins and 'smart failures' to build resilience
  • Make it a point to learn from failure, getting the most learning for at least cost
  • Help others own their mistakes and don't hold it against them
  • Find ways to reduce bureaucracy and improve work for everyone
  • Being reckless in not considering the full risk or impact of decisions
  • Using unnecessary process to slow down progress or halt change
  • Highlighting the mistakes or failings of others in an unconstructive way

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Prudential plc is an international company incorporated in the United Kingdom, and its affiliated companies constitute one of the world’s leading financial services groups. It provides insurance and financial services directly and through its subsidiaries and affiliates throughout the world, and it has been in existence for over 170 years. Prudential plc is not affiliated in any manner with Prudential Financial, Inc, a company whose principal place of business is in the United States of America, or the Prudential Assurance Company, a subsidiary of M&G plc (a company incorporated in the United Kingdom).

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If you are looking for an affiliate of Prudential Financial, Inc, whose principal place of business is in the United States of America.

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Prudential plc is an international company incorporated in the United Kingdom, and its affiliated companies constitute one of the world’s leading financial services groups. It provides insurance and financial services directly and through its subsidiaries and affiliates throughout the world, and it has been in existence for over 170 years. Prudential plc is not affiliated in any manner with Prudential Financial, Inc, a company whose principal place of business is in the United States of America, or the Prudential Assurance Company, a subsidiary of M&G plc (a company incorporated in the United Kingdom).

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For M&G and Prudential UK customers and policyholders:

In October 2019, Prudential plc separated its UK operations and, as a result of this separation, Prudential UK is now owned by M&G plc. The M&G plc group is a separate, independent group and as such we are not able to help any M&G or Prudential UK customers or policyholders.

Therefore, to find the best way to make contact, please visit www.pru.co.uk/contact-us

For further information on the M&G plc group, please visit the M&G website: www.mandgplc.com