Mission Statement, Vision, & Core Values (2026) of Prudential plc.

Prudential plc, headquartered in Hong Kong with dual primary listings on the Stock Exchange of Hong Kong and the London Stock Exchange, serves approximately 18 million customers across 20 markets in Asia and Africa, operating across four strategic regions - Greater China, ASEAN, India and Africa - and centers its purpose on being the most trusted partner and protector for this generation and generations to come by delivering simple, accessible financial and health solutions; guided by a strategy built on three core pillars - enhancing customer experiences, powering distribution with technology and transforming its health business model - and grounded in The PruWay values, which prioritize customer-centricity ("Our customer is our compass"), entrepreneurial drive, collaborative success, mutual respect and care, and delivering on commitments, while committing to sustainability and inclusive growth for customers, employees, shareholders and communities.

Prudential plc (2378.HK) - Intro

• Primary businesses: Life insurance, health protection, and asset management.
• Geographic reach: 20 markets across Asia and Africa; four strategic regions.
• Customer base: c.18 million policyholders and clients.
• Headquarters and listings: Hong Kong HQ; primary listings on HKEX and LSE (ticker 2378.HK).

• Mission statement: To be the most trusted partner and protector for this generation and generations to come by providing simple, accessible financial and health solutions.
• Customer promise: Prioritise trust, protection and simplicity in products and service design.

• Enhancing customer experiences - streamline journeys, expand digital engagement and simplify product propositions to improve accessibility across diverse markets.
• Powering distribution with technology - accelerate agency and bancassurance productivity using data and digital platforms to extend reach and deepen client relationships.
• Transforming the health business model - scale integrated health and protection solutions, leveraging preventive health, care pathways and outcomes-focused partnerships.

• Customer focus - decisions orientated around client protection and long-term outcomes.
• Integrity and trust - ethical conduct, transparent communication and fiduciary responsibility.
• Innovation - use of technology and data to solve real customer problems and improve affordability.
• Inclusivity and local relevance - products and distribution adapted to the economic and cultural contexts of each market.
• Sustainability and responsibility - stewardship of capital, people and environment to create inclusive long-term value.

• Objective: create a more sustainable, inclusive and responsible future for customers, employees, shareholders and communities.
• Areas of focus: responsible investment and asset management practices, climate risk management, inclusive insurance and health access, employee wellbeing and community support.
• Governance: embedding ESG considerations into product design, underwriting and investment decision-making across regions.

• Customer reach: broaden financial and health inclusion through simpler propositions and expanded digital distribution in ASEAN, Greater China, India and Africa.
• Distribution efficiency: uplift agency and bancassurance productivity via digital tools and data analytics.
• Health transformation: scale integrated care models and partnerships to move from pay-for-event to outcomes-focused services.
• Stakeholder alignment: link executive incentives and capital allocation to customer outcomes, growth in core markets and sustainability targets.

Prudential plc (2378.HK) - Overview

• Mission focus: long‑term trust-building through straightforward, accessible financial and health solutions for diverse customer segments.
• Intergenerational remit: products and capital strategies designed to serve current customers and future generations (retirement, long‑term care, life protection, savings).
• Strategic alignment: customer experience enhancement, digital distribution scaling, and transformation of the health business model to improve accessibility and outcomes.

• Product simplification: re‑engineering savings, protection and health propositions to reduce complexity and cost to customers.
• Accessibility and distribution: expanding digital channels, bancassurance partnerships and agency networks to reach underserved urban and rural customers.
• Health transformation: investment in telehealth, preventive care programs and data‑driven risk management to make health solutions more affordable and scalable.
• Capital efficiency: optimizing capital allocation between growth markets and asset management to sustain investment while returning capital to shareholders.

• Growth in annualised new business (APE) and VNB as direct signals of customer adoption of simplified products.
• Improvements in customer retention and persistency rates driven by better experience and digital servicing.
• Expansion of AUM and fee‑based revenue via asset management to diversify earnings and reduce reliance on interest‑sensitive insurance margins.
• Reduction in claims friction and improved health outcomes through digital health pilots and preventive programs, measured by lower loss ratios and higher customer lifetime value.

Prudential plc (2378.HK) - Mission Statement

• Trusted partnership: building lasting customer relationships through transparent products and consistent service standards.
• Protection across life stages: life insurance, retirement solutions, and health propositions designed to cover immediate and future needs.
• Simple & accessible solutions: streamlining product design, distribution and digital access to broaden reach and lower barriers to entry.
• Intergenerational focus: product design and capital allocation directed toward sustainability and long-term client outcomes.

• Distribution scale - agency networks, bancassurance and digital channels to improve accessibility.
• Product simplification - standardised, modular offerings to reduce complexity and speed up onboarding.
• Health transformation - moving from traditional underwriting to preventative and tech-enabled care models.
• Customer experience metrics - Net Promoter Score (NPS), digital adoption rates and claims turnaround targets.

• Customer trust: continued emphasis on claims pay-out reliability and transparent product disclosures.
• Long-term capital allocation: balancing growth investment in Asia and health with prudent capital returns to shareholders.
• Metrics-driven delivery: tracking APE, NBM (new business margin), and persistency to measure mission outcomes.

Prudential plc (2378.HK) Vision Statement

• Our customer is our compass: customer insight, speed, and empathy shape product design and service delivery.
• We pursue our entrepreneurial spirit: experimentation, disciplined risk-taking, and rapid learning fuel innovation.
• We succeed together: cross-functional collaboration, shared goals, and inclusive team dynamics break silos.
• We respect and care for one another: diversity, wellbeing, and mutual respect underpin culture.
• We deliver on our commitments: accountability, governance, and integrity ensure execution and trust.

• Scale protection and retirement solutions in high-growth markets across Asia.
• Drive sustainable shareholder returns through disciplined capital management.
• Invest in digital and data capabilities to improve customer journeys and operational efficiency.
• Strengthen balance sheet resilience and maintain prudent capital ratios.

• Customer-centric metrics - Net Promoter Score (NPS) improvements and customer retention drive product enhancements and cross-sell.
• Innovation KPIs - proportion of revenue from digital channels and time-to-market for new products quantify entrepreneurial progress.
• Collaboration measures - cross-border product launches and shared-savings initiatives reflect "We succeed together."
• Employee wellbeing - retention rates, diversity targets, and engagement scores track "We respect and care for one another."
• Governance and delivery - claims payout ratios, complaint resolution times, and regulatory capital metrics underpin "We deliver on our commitments."

• Product design: customer-led segmentation reduced onboarding time by prioritising high-frequency digital journeys and simplified underwriting triggers.
• Distribution: empowering local entrepreneurial teams expanded agency and bancassurance reach in priority markets.
• Risk and execution: disciplined capital allocation maintained solvency-oriented buffers while funding strategic growth.