We Are The People That Do

“We DO” is a clarion call to the Doers inside all of us. Our “We DO” campaign celebrates the power of the human spirit and is inspired by the innovative drive and optimism in today’s generation of customers. We call it “We DO”, because we are focused on you.

We believe that everyone should have the opportunity to progress in life, and we are committed to being your trusted partner as you pursue your passions and navigate life's milestones. We share your pioneering spirit by driving innovation in everything we do. Every day, we serve your evolving health and protection needs, by listening, understanding and most importantly, delivering.


Prudence, one of the four cardinal virtues, is an enduring symbol of Prudential since 1848, when a painting of Prudence by Sir Joshua Reynolds was used as the company seal.

The face of Prudence is a longstanding symbol of integrity and security for Prudential plc and its subsidiaries, and a representation of the virtue of wise conduct that the Company aims to instill among its customers and the public.

Rendered by Wolff Olins as a current corporate mark to suit modern sensibilities, the stylized Prudence still bears the icons of the timeless virtue – combining knowledge of the past, present and future to act with the authority merited by memory, intelligence and foresight.

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