The face of Prudence

Prudence has been the public face of Prudential since 1848, when her image was used for the company seal.

Prudence is one of the four cardinal virtues; Prudence, Justice, Fortitude and Temperance. Since Greek and Roman times Prudence has been personified as a woman holding a serpent and a mirror. She may also be shown with compasses, representing her measured judgment, a book or a spindle.

Yellow calendar: Prudential calendar (1903) Yellow calendar: Prudential calendar (1903)
Industrial Branch policy document (1854) Industrial Branch policy document (1854)

A prudent act was considered to combine memory, intelligence and foresight, thus showing awareness of past, present and future. In Renaissance art Prudence is illustrated as having the faces of three animals: the wolf, which devours the past; the lion, which has the courage required in dealing with the present, and the dog, which soothes man's thoughts about the future.

The image used for the Prudential company seal in 1848 was based on the painting of Prudence by Sir Joshua Reynolds. The seal was designed by the first Chairman, George Rogers-Harison, who was officer of arms of the College of Arms. Since then many versions have featured on company stationery and publicity material, but most commonly that by Sir Joshua Reynolds.

The current corporate mark, designed by Wolff Olins and launched in 1986, is of a much more stylised Prudence but remains faithful to the traditional symbolism.

Statue of Prudence

Prudential’s heritage over 175 years

Prudential has helped generations of families with their financial protection needs, from industrial workers in 19th century Britain to people confronting the health and economic challenges of the Covid-19 pandemic.

Today, our business is focused on the health, wealth and welfare needs of more than 18 million customers in 24 markets across Asia and Africa.

In this series, we look back at our 175 years of heritage and how our business in Asia and Africa got its start. We also reflect upon the proud history of the people from the Pru and our commitment to our customers which has not changed since 1848.

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    Volume one

    Volume one

    From 10,000 agents in 1900, we now have over 120,000 active agents helping our customers and communities across Asia and Africa.

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    Volume two

    Volume two

    Our roots in Asia started 100 years ago when we set up our first overseas office in Calcutta, India. Today, we have a diversified franchise spanning 14 life markets in Asia.

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    Volume three

    Volume three

    We took our first steps into Africa in 1930 - setting up our head office in Johannesburg and the first branch office in Nairobi. 

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    Volume four

    Volume four

    Paying claims promptly gives customers immediate support at a very difficult time. That's why it’s a central part of our commitment to our customers. 

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    Volume five

    Volume five

    Since 1848, we’ve sought to meet customers’ changing needs, going above and beyond what’s expected with innovative customer focused policies and solutions. 

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Contact details for M&G and Prudential UK customers and policyholders