Prudential core values

Our aim is to be the brand that people in the UK turn to, or are referred to first, for their retirement needs.

When recruiting and selecting, we are not only looking for people who are capable or have potential, we are looking for people that share our passion for achievement and our commitment to make a positive difference to people's retirement.

Our four behaviours Achieve, Challenge, Inspire and Connect describe how we need to behave at work in order to succeed, both as individuals and as an organisation. Demonstrating all of these behaviours will help us achieve excellent business results and do the right thing by our customers.

Achieve is about sustainable achievement and consistently pursuing a standard of excellence. It involves setting stretching goals, establishing plans to reach those goals, using considered thinking and taking decisive action to achieve excellent results for the business and our customers.

Challenge is about creativity, having good self awareness and the confidence to try new things. It involves self development, learning from others, focusing on quality, and actively exploring new ideas so we can innovate, improve business results and provide the right products and services for our customers.

Inspire is about setting a direction or an example that others want to follow. It involves encouraging and supporting the continuous development and personal well-being of others to help them realise their potential and achieve excellent business results and customer experiences.

Connect is about believing that we can achieve more together than as individuals. It involves how we interact and treat one another, considering the impact we have on each other, valuing diversity and working collaboratively to achieve excellent business results and customer experiences.