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The Prudential Mutual Assurance, Investment and Loan Association was founded in London in 1848. The first annual report clearly stated the company’s business: to ‘infix habits of Prudence among many individuals’. The figure of Prudence was adopted as a symbol to be used on the first company seal and to represent the values of the business. To this day she still carries her arrow, signifying strength of purpose; serpent, the ancient symbol of wisdom; and mirror, representing self-awareness.
In 1854 the company opened its Industrial Branch to sell a new type of insurance, Industrial Insurance, to the working classes for premiums of a penny and upwards. These policies were known as ‘penny policies’. The company also introduced agents or ‘men from the Pru’ to provide a door-to-door service, and as a result, Prudential’s business experienced phenomenal growth. By 1898 Prudential had become the leading UK life assurance company, with £30million in accumulated funds, and by 1914, one in three British households had a policy with the Pru.
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