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Pru says IFAs are integral to £2m with-profits push

Prudential is making IFAs a central part of its aggress-ive

campaign to grow and dominate the with-profitsbond market.

In what it describes as a “landmark decision”, Prudential Intermediary

Division is spending £2m on a marketing push geared at generating

leads for IFAs on the back of its revamped Prudence bond.

The campaign starts this week and will run for three months.

The aim is to urge consumers to speak to their IFA or call a PID helpline

which will supply contact details for local IFAs dealing in the

with-profits bond market.

The campaign will target a total of 10 million consumers through direct

mail, newspaper inserts and other promotions which will all feature the

line: It&#39s big.

PID says it already sells one in four of every with-profits bond sold in

the £8bn UK market but it is hoping to grow the market and increase

the proportion it takes.

To support the campaign, PID is launching a dedicated web-based support

service,, which allows intermediaries to get quotations

and illustrations, submit applications and access product information


The Prudence bond is also being revamped as part of PID&#39s bid to grow the


Product changes include increasing the maximum age attained to 90 at next

birthday from 80. PID says the marketing push demonstrates its faith in

independent advisers.

Group sales director John Cowan says: “These initiatives are an indication

of how seriously we regard this IFA market and our commitment to it. The

marketing campaign will not only provide IFAs with warm leads for Prudence

bond but also promote the concept of financial advice.”


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Simon Fletcher

Auto-enrolment: pay attention or pay the price

By Simon Fletcher

As a chief executive officer of a business in the financial services sector, I have been dealing with the introduction of auto-enrolment for our clients for some time, but I can also speak from an employer’s point of view, having to go through the process ourselves.


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