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Prudential Bancorp
Annual Report 2008

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FY2008 Annual Report · Prudential Bancorp
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Annual Report 2008

Financial highlights

In 2008 we delivered a very strong
performance in the face of extremely
challenging economic conditions,
demonstrating the soundness and
resilience of our strategy. 

Our European Embedded Value (EEV) total 
operating profit was up 17 per cent to £2,961 million, 
and Group International Financial Reporting
Standards (IFRS) statutory operating profit was 
up by 12 per cent to £1,347 million. 

Our Group capital and cash position remains 
robust with an Insurance Groups Directive (IGD) 
capital surplus estimated at £1.7 billion. 

Our financial strength, prudent management 
of capital resources, geographic spread, trusted 
brands and relentless focus on seizing profitable
opportunities in the pre- and post-retirement 
market has once again proved to be a successful
formula, even amid the exceptional economic
conditions of 2008. 

Key performance indicators

Annual premium equivalent
new business premiums

5%

2008

2007

European Embedded Value
operating profit from long-term business

16%

£3,025m

£2,868m

2008

2007

£2,906m

£2,509m

European Embedded Value
new business profit

International Financial Reporting 
Standards operating profit 

8%

2008

2007

12%

£1,307m

£1,205m

2008

2007

£1,347m

£1,201m

Present value of new business premiums

Holding company cash flow  

6%

2008

2007

166%

£22,529m

£21,308m

2008

2007*

£(82)m

£54m

External funds under management

9%

2008

2007

£62bn

£69bn

Comparatives at Actual exchange rates (AER)

*2007 excludes the sales proceeds from Egg

The directors’ report of 
Prudential plc for the year 
ended 31 December 2008 is 
set out on pages 1 to 100 
and on pages 360 to 363, 
and includes the sections of 
the Annual Report referred 
to in these pages. 

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There’s more to Prudential
Chairman’s statement

2
6
10 Group Chief Executive’s report

20 Chief Financial Officer’s overview
34 Risk and capital management:

• Risk oversight
• Capital management

44 Business unit review:

• Insurance operations: Asia, US, UK
• Asset management: M&G, Asia, US

69 Other corporate information
74 Corporate responsibility review

80 Board of directors
83 Governance report:

• Corporate governance
• Risk governance
• Corporate responsibility governance

99 Additional disclosures
100 Index to principal Directors’ Report disclosures

102 Directors’ remuneration report

Financial statements and European Embedded Value
(EEV) basis supplementary information
128 Summary of statutory and supplementary International
Financial Reporting Standards (IFRS) basis and EEV 
basis results

130 Index to Group financial statements
131 Consolidated income statement
132 Consolidated statement of changes in equity
134 Consolidated balance sheet
136 Consolidated cash flow statement
137 Notes on the Group financial statements
306 Balance sheet of the parent company
307 Notes on the parent company financial statements
316 Statement of directors’ responsibilities in respect of the 

Annual Report and the financial statements

317 Independent auditor’s report to the members of Prudential plc
318 EEV basis supplementary information
322 Notes on the EEV basis supplementary information
357 Statement of directors’ responsibilities in respect of the 

EEV basis supplementary information

358 Independent auditor’s report to Prudential plc on the 

EEV basis supplementary information

360 Risk factors
364 Shareholder information
366 How to contact us

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1

 
 
 
 
 
 
 
There’s more to Prudential

Prudential plc is an international
retail financial services group with
significant operations in Asia, the US
and the UK. Our strategy is to focus 
on the retirement opportunity in 
our chosen markets, enabling us 
to deliver profitable growth. 

The Group is structured around four main business
units: Prudential Corporation Asia, Jackson National
Life Insurance Company, Prudential UK and M&G. 

Our operating model enables each of our 
businesses to stay close to their customers within 
the framework of a consistent, Group-wide global
approach to managing risk, capital, cash, reputation
and leadership development and succession. 

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Prudential plc Annual Report 2008

At a glance

Prudential Corporation Asia is the leading European-based life insurer 
in Asia by market coverage and number of top five market positions. 
We have life and asset management operations in 13 markets covering
China, Hong Kong, India, Indonesia, Japan, Korea, Malaysia, the
Philippines, Singapore, Taiwan, Thailand, Vietnam and the United 
Arab Emirates. Having entered Asia in the 1920s, we have built a 
unique position from which to realise the unrivalled opportunities 
in the most dynamic and populous economies in the region. 

• 11.5m life business customers
• Over 20,000 employees

Our US business Jackson is one of the most respected life insurance
companies in the US, the world’s biggest retirement savings market.
Jackson’s success continues to be driven by its industry-leading
distribution model, product innovation and speed to market 
providing retirement solutions to customers in the mass and 
mass-affluent segments. 

• 2.8m customers
• Over 3,000 employees (including affiliates)

Prudential UK is a leading provider of retirement solutions and life
assurance focusing on products where we can best capitalise on our
longevity experience, trusted brand and financial strength. These
include products and services such as annuities, pensions, bonds, 
as well as protection, equity release and health insurance products. 
These products are distributed through direct sales, financial advisers
and partnerships. We remain the largest annuity provider in the UK,
with approximately 1.5 million annuities in payment and one of the
market leaders in with-profits products, the corporate pensions 
market and the emerging equity release market. 

• Over 7m customers
• Approximately 3,000 employees

M&G is our UK and European fund management business, responsible 
for £141 billion of investments as at 31 December 2008 on behalf of both
internal life and pension funds and external clients. We aim to maximise
profitable growth by operating in markets where we have a leading position
and competitive advantage including retail fund management, institutional
fixed income, pooled life and pension funds, and private finance. Through
M&G we add value to our Group by generating attractive returns on internal
funds as well as growing profits from the management of third-party assets.
These external funds now represent £47 billion of M&G’s total funds 
under management. 

• Approximately 500,000 customers through M&G Investments
• Approximately 1,000 employees

 
 
 
 
 
Life assurance

Asset management

% of Group APE new 
business premiums

% of Group new 
business profit

% of Group external funds 
under management (FUM)

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Asia

45

UK

31

24

US

UK

21

Asia

25

57

Asia

22

US

75

M&G

Performance highlights

• Over 11 million life customers in 12 markets
• One of the largest regional networks of agents, 

numbering 425,000

• Expanded and extended bank distribution agreement

with Standard Chartered Bank 

• Brand recognition consistently high – outperforming

other financial services companies 

• Award-winning customer service in China, India,

Indonesia and Korea

• Voted most trusted brand in Malaysia, Singapore and

Hong Kong (Reader’s Digest Trusted Brands Awards, 2008)

• IRR over 20 per cent in 2008

• Ranked top insurance company for sales support
satisfaction in the Financial Research Corporate
Adviser Insight Series on Marketing Effectiveness 

• Rated as a ‘World Class’ service provider for four

successive years by Service Quality Management
• Record total APE retail sales of £596 million – highest

level in Jackson’s history 
• IRR of 18 per cent in 2008

% of Group EEV long-
term operating profits

% of Group IFRS
operating profits*

44%

21%

20%

25%

• Retail sales up 10 per cent against an overall Retail
market that declined by 10 per cent (Source: ABI)

• Rated first amongst Life and Pension providers 
for professional authority, trustworthiness and
customers’ choice for retirement needs among 
45+ age group (Source: HPI Brand Tracking
Research, 2008)

• IRR of 14 per cent in 2008

36%

36%

• 35 per cent of retail funds delivered top-quartile

investment performance over three years 

• Record profits in 2008 of £228 million, up from 

£203 million in 2007

• Record gross inflows of £16.2 billion, an increase 

of 10 per cent on the previous year

• Ranked first for net and gross UK retail sales in the

fourth quarter of 2008

• Ranked third for net UK retail sales for the whole of 2008 
• Named Global Group of the Year by Investment Week

and by TrustNet in 2008, as well as winning the
Lipper Large Group of the Year 2009 

18%

* IFRS operating profits based on longer-term
investment returns before restructuring 
costs and other income and expenditure

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4

Prudential plc Annual Report 2008

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Successive generations have looked to Prudential
to safeguard their financial security – from industrial
workers and their families in Victorian Britain to 
over 21 million customers worldwide today. 

During our 160-year history, we have protected 
the interests of our policyholders and shareholders
through a series of external crises, from the sudden
downturn in 1857, through two World Wars, to
today’s global financial volatility. Our financial
strength, heritage, prudence, and relentless focus
on our customers’ long-term needs ensure that
people continue to turn to our trusted brands to
help them plan for today – and tomorrow. 

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Chairman’s statement

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‘We are well positioned to continue to 
achieve growth in profitable market 
share, even in these very challenging 
market conditions.’

Harvey McGrath
Chairman

6

Prudential plc Annual Report 2008

I am very pleased to welcome you to Prudential’s
2008 Annual Report, my first as Chairman, and 
to report a very strong financial performance in
challenging economic conditions.

Despite the unprecedented turmoil in the global financial
markets, 2008 was another successful year for Prudential,
sustaining our consistently strong financial performance over
the past four years. Throughout that time, our business has
been differentiated from its competitors by our diversified but
selective geographic reach, in particular our involvement in
Asia; our focus on the retirement opportunity; our outstanding
product expertise; and the strength of the leadership team
built under our Group Chief Executive, Mark Tucker. I also
want to acknowledge the outstanding contribution made to 
the Group by my predecessor, Sir David Clementi, over the
past six years.

We are well positioned to continue to achieve growth in
profitable market share, even in these very challenging market
conditions. Our prudent but proactive risk-based approach 
to capital management has ensured that our position remains
robust and resilient.

Given this performance, the Board has been able to
recommend a full-year dividend of 18.90 pence per share, 
an increase of five per cent on 2007.

Looking forward, we fully expect global economic conditions
to remain highly challenging for some time. However, we
remain very well positioned to outperform over the market
cycle and our confidence is strengthened by the continued
momentum across our businesses, which confirms that our
strategy, operating model and execution are right. Everywhere
you look in our Group, there are success stories characterised
by growth generated in local markets in the face of tough
conditions. 

These successes not only benefit our individual businesses, 
but our Group as a whole. 

During the year we continued to bring new blood into our
senior management team. In March 2008 we announced the
appointment of Tidjane Thiam as our new Chief Financial
Officer. Tidjane brought with him a richly-deserved reputation
for driving performance and value, and we knew his talents
and experience were well-suited to help lead Prudential in 
the next stage of its development.

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Tidjane’s capabilities have been further underlined in 
2009, with his appointment to succeed Mark Tucker as 
Group Chief Executive from 1 October 2009.

Mark has decided to leave Prudential after 25 years with 
the Company and I would like to thank him for his immense
contribution to the Group. As Chief Executive of Prudential
Corporation Asia from 1994 to 2003 he established 
Prudential as the leading international life company in 
the region. Under his leadership as Group Chief Executive
since 2005 the business has taken maximum advantage 
of the opportunities for profitable growth arising from its
diversified geographic spread. Tidjane’s appointment has 
the full support of the whole Board, and the availability of 
such an outstanding internal candidate reflects both the
strength in depth of our management team and the
effectiveness of our succession planning. 

Our strong performance in 2008 was not just about financial
returns. Our founding principles of integrity, security and
prudence continue to drive our commitment to supporting 
the financial health of our customers and the well-being of 
the communities in which we operate. During the year, over
2,200 of our colleagues gave time to projects to improve their
local environment through the Chairman’s Award scheme. 
At the end of the year, when employees voted for the project
they felt had enjoyed the greatest impact, the winner was the
Foundation for Older Persons’ Development in Thailand. 

Promoting financial capability remained at the heart of our
international Corporate Responsibility programme. Highlights
included our collaboration with Citizens Advice Bureau in the
UK, the ‘Investing in our Future’ seminars in Asia, and our new
online retirement planning tools in the US. 

When my appointment as Chairman was announced in August
2008, I said I was excited at the prospect. Since then, my sense
of anticipation and enthusiasm has grown even stronger. I am
energised by the prospects for Prudential, and am confident
that we have the right positioning, skills and capabilities to
continue to create sustainable value over the economic and
financial cycle. I would like to thank all our people around 
the world for playing their full part in this continuing success.

Harvey McGrath
Chairman 

Full year dividend per share

5%

2008

2007

18.90p

18.00p

7

more:momentum

8

Prudential plc Annual Report 2008

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All our businesses are well positioned to take
advantage of the biggest demographic wave in
history as people move out of the workforce and
into retirement. To harness the power of this wave
we have a clear and consistent retirement-led
strategy with the right focus on the main growth
regions, importantly Asia, and a relentless focus 
on the most profitable product lines. 

This focus, combined with our distribution
capability, trusted brands and flexibility to 
commit capital to the right products and markets
will ensure we will continue to deliver profitable
growth in the short and long-term. 

9

Group Chief Executive’s report

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‘As well as reaffirming our strategy, these 
results also reflect the operational expertise 
and excellence that our operating divisions
around the world bring to bear, and fully
justify our commitment to nurturing the 
financial strength of the Group through
prudent management of capital resources.’

10

Prudential plc Annual Report 2008

Mark Tucker
Group Chief Executive

I am pleased to report that Prudential delivered 
a strong performance in all its businesses in 2008, 
and maintained a healthy capital position despite 
the banking liquidity crisis in mid-year and the
onset of the most severe worldwide recession 
in more than a generation.

This achievement once again demonstrated the soundness 
of the strategy the Group has followed in recent years. 
Our selective spreading of geographic risk across different
continents and types of economy, our focus on the most
profitable opportunities in the pre- and post-retirement 
sector in each of our chosen markets, and our resolute refusal
to pursue sales volume targets at the expense of profit have
once again proved their worth. We have said in the past that
this is a formula for outperformance, and this has held true
amid the particularly testing conditions of recent months. 

As well as reaffirming our strategy, these results also reflect 
the operational expertise and excellence that our operating
divisions around the world bring to bear, and fully justify our
commitment to nurturing the financial strength of the Group
through prudent management of capital resources.

Before describing our performance for 2008 in detail, I 
would like to make a brief comment on my decision to leave
Prudential at the end of September 2009 after four and a half
years as Group Chief Executive and a total of 25 years with 
the Group. This was not an easy decision, but I believe the
Group’s continued progress in 2008 confirms the success 
of the measures taken over the last four years to strengthen 
the Group’s financial and strategic positioning, and having
achieved this the time seems opportune to step aside so 
that the Board can entrust the next stage of the Group’s
development to a successor with a full term ahead of him.

I am deeply proud of what the team here has achieved under
my leadership, and am also deeply impressed by the quality 
of my successor, our current Chief Financial Officer, Tidjane
Thiam. Going forward, I know Tidjane will do an outstanding
job as Group Chief Executive.

Group performance
Turning to our performance during 2008, our Group operating
profit before tax from continuing operations, on the European
Embedded Value (EEV) basis, rose to £2,961 million, an
increase of 17 per cent. This means our EEV operating profit
before tax has grown at a compound annual rate of 25 per cent
since the end of 2004. The Group’s return on embedded value
was 15.0 per cent (2007: 15.4 per cent).

On the statutory International Financial Reporting Standards
(IFRS) basis, operating profit before tax from continuing
operations increased by 12 per cent to £1,347 million. As a
result, our IFRS operating profit before tax has now grown at 
a compound annual rate of 21 per cent since the end of 2004. 

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Operating profit in the Group’s asset management operations
increased by £11 million to £345 million in very difficult trading
conditions in all markets. Net inflows at M&G were £3.4 billion
and our asset management business in Asia recorded net
inflows of £0.9 billion.

Equally important, our Group capital position remains robust.
Using the regulatory measure of the Insurance Groups
Directive (IGD), the Group’s capital surplus was estimated at
£1.7 billion with a solvency ratio of 162 per cent. Through an
innovative transaction we have been allowed by the regulator 
to include £0.3 billion of the shareholders’ economic interest 
in the future transfers from the UK With-Profits Fund, which 
in total was worth £1.7 billion at 31 December 2008. Going
forward, there is the opportunity to develop similar transactions
which may allow us to access more of the residual £1.4 billion 
if required. 

Our IGD position will be further strengthened during 2009 
by around £0.8 billion on completion of the transfer of the
agency back-book business in Taiwan, a transaction that 
we announced on 20 February 2009. 

In addition to this strong capital position, the total credit
reserve for the UK annuity shareholder business is £1.4 billion. 

We also retain significant flexibility and capacity for other
management actions to improve and protect our position 
still further, were the need to arise. 

Taking all these factors into account alongside our proactive
approach to risk management, we are confident that our 
Group remains resilient to any further deterioration in market
conditions across all asset classes. 

Our cash flow position has been improving over a number of
years, and in 2008 we achieved our target of being operating
cash flow positive at the Group level, with a cash surplus of 
£54 million. 

Given this robust financial position, the Board has
recommended a final dividend of 12.91 pence per share,
bringing the full-year dividend to 18.90 pence per share, an
increase of five per cent. The dividend is covered 2.24 times 
by post-tax IFRS operating profit from continuing operations.

EEV operating profit from 
continuing operations before tax  £m

IFRS operating profit from 
continuing operations before tax  £m

17%

12%

2008

2007

£2,961m

£2,530m

2008

2007

£1,347m

£1,201m

11

Group Chief Executive’s report
continued

Our strategy 
The Group’s overriding objective remains the generation 
of sustainable value for our shareholders, resulting from 
sound strategic positioning to capture long-term growth
opportunities in the pre- and post-retirement market,
combined with a focused approach to delivering the optimal
level of capital-efficient profitable growth in the short and
medium term.

The bedrock of our strategy is to be both highly international
and very selective. We look to maintain an internationally
diverse portfolio of businesses, embracing countries that 
are at different stages of economic development but which 
all share one key attribute: the opportunity for us to build 
a market-leading operation with prospects for sustainable 
long-term profitable growth and a superior rate of return on 
capital. In every market we choose to enter, we also benefit
from an operating model that enables each of our businesses 
to stay close to its customers and their needs when formulating
product and distribution strategies, while taking a consistent,
disciplined Group-wide global approach to managing risk,
capital and cash.

Within this proven framework, we maintain a strong and
consistent focus on the retirement savings, income and
protection sectors. This has many different facets, ranging
from providing regular savings products that accumulate 
funds for retirement, through healthcare protection at all 
ages, to helping those entering or already in retirement to
organise their finances so as to secure an efficient retirement
income. As demographic and welfare trends worldwide
continue to reinforce the need for personal savings to provide
income in retirement, and as the ‘baby-boomer’ generation 
in the Western world makes the transition from employment
into retirement, our strong presence, assets and capabilities 
in the sector will position us to capture a disproportionate 
share of this growing profit pool over the coming years.

The Group’s particularly strong association with the Asian
region, which has been our primary focus for investment and
expansion in recent years, has also been vindicated by recent
events. Of course, Asian markets did feel the impact of the
global financial turmoil in mid-2008, and the region’s economic
performance has undoubtedly suffered as a consequence of 
the downturn in Western markets for its goods. Nevertheless,
Asia was the only region worldwide to record high single-digit
economic growth in 2008. Going forward, we believe that
Asia’s fundamentals of continued economic growth, increasing
mass affluence and shifting demographics will continue to be
powerful drivers of profitable growth in the future. In line with
our stated strategy to review acquisition opportunities, we did
look at AIA's assets in Asia. Following careful consideration
against our strict financial criteria and our strategic objectives,
we decided not to proceed with an offer for any of these assets. 

The US remains the largest retirement market in the world,
validating our strategy to position Jackson to meet the pre- 
and post-retirement needs of the baby-boomer generation. 
As in the UK, the retirement and near-retirement population
will represent the fastest growing segment of the market in 
the US over the next decade.

Overall we believe that our strategy, and the consistency with
which we execute it, are the core factors that differentiate us
from our peers.

Product and distribution strategy
In all our operations, our aim is to have a suite of products 
that delivers good value and meets customers’ needs without
being unduly capital intensive or leaving the Group overly
exposed to the economic cycle. While we would not claim 
to be recession-proof, we have shown that we are recession-
resistant. The need to fund retirement savings and provide 
for income in retirement is not going to go away – and this
makes our revenue streams highly resilient, even though at
different points in the cycle customers may prefer to achieve
their goals through different products and investment options. 

Market dynamics

People are living longer

More active retirement

People want to retire at an earlier age

Need for more long-term savings

Underestimating savings required for retirement

Increased cost of long-term care

Reduction and withdrawal of state pension benefits

Protection of purchasing power

Need for income and protection 
in retirement

12

Prudential plc Annual Report 2008

In Asia, we continued to benefit in 2008 from our focus 
on regular premium products, as sales of single premium
products suffered amid the market dislocation experienced 
in the second half of the year. In addition, the breadth of our
offering enabled us to refocus our energies on higher-margin
health and protection products, and also on with-profits for 
the more cautious investor.

In the US, the prevailing economic uncertainty and equity
market volatility had a negative impact on variable annuity 
sales in 2008. However, fixed annuity product sales increased
as customers became more risk averse. Jackson’s strength
across the annuity product range enabled us to anticipate 
this change and meet shifting demand. We executed this
change while maintaining our disciplined approach to 
pricing, despite intense price pressures in the variable 
annuity market. Our successful hedging of variable annuity
guarantees meant our equity hedging gains more than 
offset the drop in equity markets during the year.

During 2008, Prudential's UK Insurance Operations benefited
from our strength in the individual annuity market, supported
by a significant flow from internal vesting pensions and
continuing high conversion rates. 

At the same time, with consumers seeking greater security 
and stability amid unprecedented market volatility, the financial
strength of our with-profit funds and our long-term investment
performance, proved to be further advantages. We remain 
a market leader in both individual annuities and with-profits, 
as well as in the corporate pensions market and the emerging
equity release market.

Across our asset management businesses we have broad
multi-asset capabilities covering all asset classes. Once again,
these enable us to tailor our offerings to changing market
conditions and customer preferences. M&G’s investment
performance and distribution strength were key drivers 
behind M&G’s robust profits, net sales performance and 
clear relative outperformance.

We are also maintaining our proud track record of innovation 
in product design. In the UK in 2008 we introduced an 
income drawdown product and enhanced lifestyle pricing 
for annuities. And we continued to build on our success in the
with-profits sector by extending our multi-asset capabilities
across additional product structures. In Asia we continue to
build our health and protection product range, and have
enjoyed great success in developing Shariah-compliant
products in both Indonesia and Malaysia. 

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Our operating model also enables us to be flexible in
distribution, identifying and developing the specific
distribution mix that will create the optimal value in each
market. In Asia, for example, we are unique in that we have
developed both the largest regional network of tied agents 
and also excellent partnerships with Standard Chartered and
many other banks across the region. In the United States, our
highly successful distribution model focuses on our industry
leading wholesaler teams, who offer genuine added-value 
to the independent financial advisor channel while also
distributing products through Regional Broker Dealers and
banks. In the UK, we have a diverse multi-channel approach
including direct sales, financial advisers and partnerships. 

In asset management, our businesses achieve similar flexibility
through a multi-channel, multi-geography distribution
approach in both the retail and institutional marketplaces. 

A further manifestation of our flexibility is our portfolio of
valuable, market-leading brands. Brands create value through
their relationship and resonance with customers. Whether you
look at Prudential, Jackson, M&G or any of our other brands,
each has a clear personality and values that helps us build and
sustain customer loyalty and trust. The benefits of this trust
were especially apparent in 2008, when the collapse in
consumer confidence in the financial services sector saw 
us benefit from a concerted 'flight to quality'. 

Risk and capital management
The events of 2008 have put the balance sheets and capital
positions of all insurance companies under close scrutiny. 
Few anticipated the depth of the banking crisis or the speed of
onset of recession in the western economies. But at Prudential
we entered 2008 in a generally defensive mode in expectation
of a general downturn in the economic outlook – and this
certainly stood us in good stead as events unfolded.

Despite the downturn, the capital position of the Group
remained strong in 2008, in the face of a testing combination 
of highly volatile and declining equity markets, falling interest
rates, widening spreads on corporate bonds, and rapidly
deteriorating credit conditions. Our defensive stance on 
credit exposure in particular served us well – as did the
comprehensive equity hedging strategies that we had put 
in place in the US to protect against product guarantees.

Projection of population aged 55+ (million)

Asia

United States

United Kingdom

Asian households are changing rapidly: they
are becoming wealthier, smaller and older,
with a growing need for financial solutions.

As 78 million baby-boomers move in to
retirement age, their assets will shift from
asset accumulation to income distribution.

The retirement and near-retirement
population will represent the fastest-growing
segments of the market over the next 10 years.

2025

2020

2015

2010

2005

816m

714m

615m

535m

452m

2025

2020

2015

2010

2005

109m

101m

91m

80m

70m

2025

2020

2015

2010

2005

24m

23m

21m

19m

18m

13

Group Chief Executive’s report
continued

Given the crisis in the global banking industry in 2008, it is
worth restating the fundamental differences between life
insurers and banks – a distinction that extends to the two
industries’ business models, capital ratios and regulatory
needs. Insurers do not borrow short and lend long, do not 
give out credit, are structurally long in terms of liquidity, and
are much better able to hold assets to maturity without risk 
of forced selling at depressed prices.

Equally important, at Prudential effective capital and risk
management are central to our approach to managing the
Group. We took to heart the lessons from the last downturn 
in 2002 and 2003, and responded by improving our skills base,
reducing concentration levels, and managing our exposures
prudently, but proactively. These measures paid off in 2008. 

During the year we also took the decision not to proceed with
the reattribution of the inherited estate in the UK With-Profits
Sub-Fund of Prudential Assurance Company. This decision 
was taken after an exhaustive review of the potential benefits
and disadvantages of such a move for policyholders and
shareholders, the conclusion from which was that it would be
in their best long-term interests to maintain the strength and
stability inherent in the status quo. This cautious approach on
behalf of policyholders and investors was supported at the
time by most market commentators, and has been amply
vindicated by subsequent events.

We also remain comfortable with the Group’s liquidity position
at both holding and subsidiary company level. The holding
company has significant internal sources of liquidity. As well 
as cash and near-cash assets of £1.2 billion – more than
sufficient to meet all our requirements for the foreseeable
future – the Group also has in place £2.1 billion of undrawn
committed banking facilities.

One result of our consistently cautious capital and cash
management strategy is our ability to maintain our conservative
dividend policy, as reflected in the dividend announced with
these results. Going forward, our Board will continue to focus
on delivering a growing dividend, the size of which will of
course continue to reflect the Board’s view at the time of the
Group’s financial position and needs, including available
opportunities for profitable investment. The Board believes
that, in the medium term, a dividend cover of around two times
is appropriate to maintain a progressive, though conservative,
dividend policy.

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2008 Priorities

• Group holding company operating cash

flow positive in 2008

• Maintain robust capital position

• Deliver growing dividend, determined after
taking into account the Group’s financial
flexibility and opportunities to invest in
areas of business offering attractive returns 

• Targeting 2 times cover over time

• Expand the agency force and continue 

to improve productivity

• Maximise the potential from non-agency

distribution and add new partners

• Further develop direct marketing channels

and up-sell and cross-sell

• Increase focus on retirement services 

and health products

• Continue to innovate around our key

variable annuity product

• Enhance further our already world-class

service model

• Expand retail distribution

• Build on our strengths in the retirement

market and risk products

• Migrate to factory gate cautiously 

managed asset accumulation products

• Deliver on the cost reduction programme

including the outsource programme

• Selectively participate in the wholesale

market

• Determine whether it is in the 

best interests of policyholders and
shareholders to pursue a reattribution 
of the inherited estate

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• Maintain superior investment
performance for both internal 
and external funds

• Extend third-party retail and 

institutional business

14

Prudential plc Annual Report 2008

 
 
2008 Achievements

• Operating cash flow was positive £54 million in 2008

• Full Year dividend increased by five per cent 

• Through prudent and proactive management the Group’s
Insurance Groups Directive (IGD) surplus is estimated at 
£1.7 billion 

• The surplus will increase by approximately £0.8 billion 

on completion of disposal of the Group’s agency business 
in Taiwan

• Dividend cover of 2.24 times

• Increased average number of agents in the region to 
425,000 with the largest increases in Indonesia up 
43 per cent to 57,000 and India up 21 per cent to 287,000. 
Aside from Thailand, all operations grew their agency forces

• Continued to develop and launch new retirement

orientated products. For example in Korea and Malaysia
variable annuity products were launched that provide 
a guaranteed minimum income on retirement

• Successful bank distribution agreement with Standard
Chartered Bank (SCB) was expanded and extended.
Prudential now works with SCB in nine markets1 and is
now exploring more opportunities for protection and
Takaful products

• Health products have been incorporated into agency

incentive programmes, a standalone health care product was
launched into the SCB channel with simplified underwriting 
and eye-catching media campaigns to capture direct business
and provide leads for other channels

1 Hong Kong, Singapore, Malaysia, Taiwan, Japan, Korea, 

Thailand, China, Vietnam

• We introduced three new guaranteed minimum 

withdrawal benefits (GMWB) and eight new portfolio
investment options

• Retained and strengthened distribution relationships by
providing the resources, guidance and services, advisers
need most during difficult times

• Implementation of dedicated, premier service teams

resulted in overwhelmingly positive feedback from key
producers

• Jackson recognised as World Class service provider by the
Service Quality Management in its latest benchmarking
study of North American contact centres

• Curian Capital, added such a large volume of new selling
agreements during 2008 that we needed to expand its
wholesaling force, which was already the largest in the
managed accounts business

• We maintained our leadership position in the individual

• The agreement with Capita to outsource a large proportion

annuity market in 2008 with a market share of 24 per cent.
During the year, we introduced lifestyle pricing and
launched a new enhanced annuity product. We grew our
lifetime mortgage market share to 23 per cent and the
PruHealth joint venture continues to develop strongly.
With-profits bond sales were particularly strong in 2008,
reflecting the strength of our with-profits offering and an
increasing demand for this type of product as consumers
increasingly look to protect themselves from market
downturns 

• We launched PruFund as a fund link, making it available
across a range of tax wrappers including our factory gate
products – individual pensions, income drawdown, onshore
and offshore bonds. In addition, we launched PruSelect, an
extended range of unit-linked funds across the pensions
and investments products to complement 
our in-house multi-asset fund range, and these have 
helped us grow our market share across all these product
sets. We have also gained over 40 new distribution panels
with 15 key accounts, enabling us to distribute our factory
gate products more widely with intermediaries 

of our policy administration began in April 2008 and we are
on track to deliver the targeted £195 million of cost savings
from the end of 2010

• The transactions completed included the bulk annuity 

buy-in agreements with Goldman Sachs for the reinsurance
of APE £30 million of Rothesay Life’s non-profit annuity
business and with the Trustee of the Cable & Wireless
Superannuation Fund for the reinsurance of APE £106
million of liabilities relating to the scheme’s pensioners in
payment. Our new business margin on our Wholesale bulk
annuity and insurer backbook business was 32 per cent

• After extensive assessment, we concluded that maintaining
the current operating model for the With-Profits Sub-Fund
was in the best long-term interest
of both our current and future policyholders as well
as our shareholders. We announced in June 2008 that 
we would not be proceeding with a reattribution of 
the inherited estate

• M&G had a very strong year in 2008 posting record gross
fund inflows of £16.2 billion, an increase of 10 per cent 
on 2007

• Over the three years to December 2008, 35 per cent 

of M&G’s retail funds delivered top-quartile investment 
performance

• Net inflows of £3.4 billion compared with net outflows 
of €334 billion across the European asset management
industry and £2.1 billion net outflows from UK asset
managers across retail and institutional funds

15

Group Chief Executive’s report
continued

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2009 Priorities

• Balancing growth with cash and 

capital generation

• Effectively manage the Group’s 

risk profile

• Deliver growing dividend, determined
after taking into account the Group’s
financial flexibility and opportunities
to invest in areas of business offering
attractive returns

• Targeting 2 times cover over time

• Expand the agency force and 

continue to improve productivity

• Maximise the potential from 

non-agency distribution and add 
new partners

• Further develop direct marketing

channels and up-sell and cross-sell

• Increase focus on retirement services

and health products

• Capital conservation

• Continue to focus on improving

efficiency of operation

• Build on our strengths in the retirement

income and savings market

• Strengthen our distribution capabilities

• Deliver improvement in operational
performance and customer service 
whilst preserving our focus on costs

• Selectively participate in the 

wholesale market

• Make the most of our core capabilities 
and assets including our longevity
experience, multi-asset investment
expertise, brand, financial strength
and large customer base

Investing for the future
Amid all the turmoil in the global markets, it is imperative 
that we continue to invest for the future to ensure we are
positioned to accelerate out of the economic slowdown 
and maintain our record of outperformance. 

Key to this will be our ability to prepare for, identify and 
capture emerging growth opportunities. With this in mind, 
in 2008 we continued to reinforce the already strong positions
of our businesses in our chosen markets – and these efforts
have continued into 2009, with a particular focus on recruiting
the best talent. 

Improving the efficiency of our operations remains an ongoing
objective. As announced in our 2007 full-year results, the first
phase of our UK cost reduction programme delivered savings
of £115 million per annum. The agreement with Capita, which
commenced in April 2008, will ultimately deliver a further 
£60 million per annum of savings and will enable our UK
business to achieve its total cost savings target of £195 million
by the end of 2010. In the US we are already a market leader 
in terms of operational efficiency and have service levels that
are externally acknowledged as world class. We will continue 
to invest in maintaining and extending this leadership through
further systems simplification, enabling us to stay ahead of 
the competition. 

Outlook
It is clear that 2009 will be a challenging year. Indeed, there 
is an increasing likelihood that in some parts of the world
recession will continue into 2010. However, the global
economy will ultimately rebound – albeit at different times 
and different speeds in different markets. 

Given the uncertainty in the operating environment we have
taken a prudent approach to our plans for 2009. This means
focusing on balancing new business with cash generation, 
and making it our absolute priority to ensure that our balance
sheet and capital position remain robust. At the same time, 
we will continue to position our businesses to take advantage
of any improvement in market conditions. 

It is my firm belief that this cautious but proactive strategy 
will allow us both to continue to outperform over the 
economic cycle.

Mark Tucker
Group Chief Executive

A
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• Maintain superior investment
performance for both internal 
and external funds

• Extend third-party retail and

institutional business

16

Prudential plc Annual Report 2008

 
 
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20 Chief Financial Officer’s overview
34 Risk and capital management:

• Risk oversight
• Capital management

44 Business unit review:

• Insurance operations: Asia, US, UK
• Asset management: M&G, Asia, US

69 Other corporate information
74 Corporate responsibility review

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17

 
 
more:transparency

18

Prudential plc Annual Report 2008

We are committed to transparent and open
dialogue that increases clarity and understanding
about our business. This is why we continue to
place a high priority on our ongoing drive towards
greater disclosure to ensure shareholders and
policyholders have a complete understanding 
of our business. 

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19

 
Chief Financial Officer’s overview

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‘In 2009, we will focus on balancing new 
business with cash generation and capital
preservation. We will continue, in a volatile
environment, to manage risk in a prudent 
but proactive manner.’

Tidjane Thiam
Chief Financial Officer

20

Prudential plc Annual Report 2008

Prudential achieved a strong performance in 2008,
despite extremely challenging global economic and
financial markets. The results, as summarised below,
show that we have delivered solid growth in sales
and operating profits, maintained a robust capital
position, and met the target we set ourselves of
generating a positive Group holding company 
cash flow in 2008. 

We have also continued to act on our commitment to increased
transparency, by giving additional disclosures on International
Financial Reporting Standard (IFRS) basis results and free
surplus generation.

We expect markets to remain challenging for some while.
However, our long-term growth and profitability potential
remains intact and we are well positioned to take advantage 
of the opportunities existing in the pre and post-retirement
market in our chosen geographies. In 2009, we will focus 
on balancing new business with cash generation and capital
preservation. We will continue, in a volatile environment, 
to manage risk in a prudent but proactive manner. 

During 2008, our continued and targeted investment in 
areas that deliver profitable growth enabled us to improve 
our operating performance on both an European Embedded
Value (EEV) and IFRS basis. 

Group operating profit before tax from continuing operations
on the EEV basis increased by 17 per cent to £3.0 billion. 
This was largely driven by a 23 per cent increase in in-force
profit from £1.3 billion to £1.6 billion and an eight per cent
increase in new business profit from £1.2 billion to £1.3 billion.
After tax and minority interest the Group saw a loss for the
period of £1.3 billion. This was driven primarily by short-term
fluctuations of £5.1 billion. Insurance companies hold a large
number of assets over the long term, the value of which will
vary over time, therefore negative and positive fluctuations 
are to be expected.

On the statutory IFRS basis our operating profit increased by
12 per cent to £ 1.3 billion. A particularly significant factor in
this increase was a rise of 70 per cent in our Asia IFRS operating
profit. After tax and minority interest the Group saw a loss of
£396 million largely driven by short-term fluctuations. As with
EEV reporting, positive and negative short-term fluctuations
are expected in an insurance company.

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Performance and key metrics

Annual premium equivalent (APE) sales
Present value of new business premiums (PVNBP)
New business profit (NBP)
NBP margin (% APE)
NBP margin (% PVNBP)

Net investment flows
External funds under management

EEV basis operating profit on long-term business

from continuing operationsnotes 1,2

Total EEV basis operating profit from continuing 

operationsnotes 2,5

EEV basis shareholders’ funds
Return on Embedded Valuenote 6

Total IFRS operating profit from continuing operationsnotes 3,5
IFRS shareholders’ funds

Holding company cash flownote 7
IGD capital surplus (as adjusted*) (£bn)

2008
£m

3,025
22,529
1,307
43%
5.8%

4,266
62,279

AER 4/8

2007
£m

2,868
21,308
1,205
42%
5.7%

7,975
68,669

2,906

2,509

2,961
14,956
15.0%

1,347
5,058

54
1.7

2,530
14,600
15.4%

1,201
6,062

(82)
1.9

Change
%

5
6
8

(47)
(9)

16

17
2

12
(17)

166
(11)

CER4/8

2007
£m

3,003
22,348
1,278
43%
5.7%

8,474
74,523

2,651

2,676
16,447

1,262
6,765

(82)
1.9

Change
%

1
1
2

(50)
(16)

10

11
(9)

7
(25)

166
(11)

* IGD before allowing for final dividend estimated at £1.7 billion (£1.4 billion at 31 December 2008 and in addition £0.3 billion subsequently allowed by the FSA).

2007 IGD surplus was £1.9 billion.

Notes
1
2

3

4
5

6

7
8

Long-term business profits after deducting Asia development expenses and before restructuring costs.
Based on longer-term investment returns from continuing operations. Operating profit is stated excluding the effect of short-term fluctuations in
investment returns against the long-term assumptions, the effect of changes in economic assumptions and changes in the time value of cost of 
options and guarantees arising from changes in economic factors, actuarial gains and losses on defined benefit schemes and the mark to market value
movements on borrowings. 
Based on longer-term investment returns from continuing operations. Operating profit is stated excluding the effect of short-term fluctuations in
investment returns against the long-term assumptions, and the shareholder’s share of actuarial gains and losses on defined benefit schemes. 
Actual exchange rate (AER) and Constant exchange rate (CER).
The comparative results for 2007 have been adjusted for the effects of adoption of the principles of IFRIC 14 as described in notes 20 and I1 of the EEV
supplementary information and IFRS financial statements.
Return on Embedded value is based on EEV operating profit from continuing operations after tax and minority interests as a percentage of opening
embedded value (shareholder’s funds on a EEV basis). 
Prior Year excludes sale proceeds from Egg.
The 2007 comparative for new business sales and premiums have been adjusted to reflect the inclusion of sales for the Group’s UK health insurance
joint venture operation, PruHealth. The presentation of the operating profit for 2007 has been adjusted to allocate £10 million of profit from the result 
of new to in-force business to prevent distortion to the published new business margin, so as to reflect consistently in the 2008 and 2007 results the 
50 per cent economic interest in the Group’s China joint venture.

In the Business Review (BR), year-on-year comparisons of financial performance are on a Actual exchange rate (AER) basis, unless otherwise stated.

21

 
Chief Financial Officer’s overview
continued

In the extremely volatile environment we have experienced 
in 2008, we have maintained a strong focus on risk, capital and
cash management. We achieved our target of being cash flow
positive in 2008 at the holding company level, with a cash
surplus of £54 million.

Risk and capital
Our capital position is strong, driven by our conservative risk
and capital management. Our Insurance Groups Directive
(IGD) capital surplus is estimated at £1.7 billion before 
allowing for the 2008 final dividend, giving a solvency ratio 
of 162 per cent. This total is composed of our IGD surplus at 
31 December 2008, estimated at £1.4 billion; together with an
additional £0.3 billion that the FSA has subsequently allowed
us to include in our IGD surplus going forward as a result of 
an innovative structure we have developed. Our IGD capital
surplus on a consistent basis (i.e. before allowing for a
dividend) was £1.9 billion at the end of 2007 and £1.4 billion 
at the end of the third quarter of 2008.

The £0.3 billion of additional IGD capital reflects our ability to
realise a portion of the shareholders’ economic interest in the
future transfers from the UK with-profits fund, which in total
was worth £1.7 billion at 31 December 2008. Going forward,
we have an opportunity to develop similar transactions, 
which may allow us to access more of the residual £1.4 billion 
if required.

The reported results for 2008 include the results of the agency
distribution business in Taiwan. However, on 20 February 2009
we entered into an agreement to transfer the assets and
liabilities of this business to China Life Insurance Company
(Taiwan) pending regulatory approval. The business to be
transferred includes Prudential’s legacy interest rate products
in Taiwan, and the agreement is significantly value enhancing
for the Group. On completion the transfer will give rise to 
a net increase in the Group’s IGD surplus of approximately
£0.8 billion, further strengthening our already robust capital
position. Embedded value will increase by approximately 
£90 million after restructuring costs. 

In addition to this strong capital position, the total credit
reserve for the UK shareholder annuity funds stood at 
£1.4 billion at the end of the year. We increased this credit
reserve by £0.8 billion in 2008, and it is now equivalent to
80bps per annum over the lifetime of the assets. This reserve
would allow us to withstand a recurrence of the average
Moody’s default experience during the Great Depression,
occurring every year for the remaining life of the book. 

These factors, combined with the Group’s strong underlying
earnings capacity, our established hedging programmes and
additional areas of financial flexibility, position the Group to
withstand significant further deteriorations in market
conditions should they occur.

• An instantaneous further 40 per cent fall in equity markets
from 31 December 2008 levels would reduce the IGD
surplus by £350 million

• A 150bps reduction in interest rates from 31 December 2008
would reduce the IGD surplus by £300 million (the effect
would be less following the completion of the sale of our
Taiwan legacy agency book)

• Credit defaults of 10 times the expected level would have an
impact of £500 million in excess of the annual reserve release.

The global debt markets have experienced unprecedented
conditions in 2008, with illiquidity and credit spreads reaching
all-time highs. Our debt portfolio on an IFRS basis was
approximately £95 billion at 31 December 2008. Total defaults
experienced for shareholder backed business on the book in
2008 were £174 million (0.4 per cent of the portfolio).

Our main area of shareholder credit risk exposure is within
Jackson. As at 31 December 2008, Jackson’s fixed income
portfolio was approximately £24 billion, of which 93 per cent
was investment grade and seven per cent high yield. Total
defaults and impairment charges were £624 million in 2008, 
of which £78 million was in respect of default experience, 
£419 million in respect of impairment charges, and the
remaining £127 million reflecting losses incurred on the 
sale of assets.

22

Prudential plc Annual Report 2008

Given the movement in spreads observed in the US, unrealised
losses for the year were £3.2 billion. It should be noted that we
apply a policy of holding assets to maturity, which in economic
terms limits the impact of current price levels. 

Operating profit from the asset management business rose 
to £345 million, up three per cent from £334 million in 2007,
reflecting a very strong performance from M&G despite the
market volatility experienced in the second half of 2008.

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Other income and expenditure totalled a net expense of 
£302 million compared with £297 million in 2007. This result
primarily consists of interest payable on core structural
borrowings of £172 million (2007: £168 million), Group Head
Office costs of £130 million (2007: £129 million) and Asia
Regional Head Office costs of £41 million (2007: £38 million),
offset by investment return and other income of £47 million
(2007: £49 million). Investment return income includes a 
one-off profit of £47 million crystallised on the sale of a seed
capital investment in an Indian mutual fund, partly offset by
lower interest income. 

Restructuring costs of £32 million (2007: £20 million)
comprised £28 million (2007: £19 million) recognised on 
an IFRS basis, and an additional £4 million (2007: £1 million)
recognised on the EEV basis for the shareholders’ share of
costs incurred by the PAC with-profits fund.

In our calculation of EEV operating profit, we use 
longer-term investment return assumptions rather than the
actual investment returns achieved. Short-term fluctuations 
in investment returns represent the difference between the
actual investment return and the unwind of discount on the
value of in-force and expected returns on net worth. Group
short-term investment fluctuations were negative £5,127
million in 2008, compared to positive £174 million in 2007.

In our Asian business, short-term investment fluctuations in
investment returns were negative £1,063 million, compared 
to positive £226 million in 2007. This sharp change reflects the
lower-than-expected returns achieved in most territories and
significantly higher volatility in investment markets. The main
negative contributors in absolute amounts were our businesses
in Hong Kong, Singapore and Taiwan.

Our strategy, focused on the pre and post-retirement market 
in Asia, the US and the UK, our distribution expertise, our
product strength, our prudent but proactive risk management
are key competitive advantages in a challenging environment.
We have defined our plans and growth ambitions so as to be
able to generate cash and conserve capital. This will position 
us well to take advantage of any improvement in market
conditions whenever, and wherever they occur.

EEV results 
Prudential plc is the holding company of Prudential Group. 
The principal activity of our subsidiary operations is the
provision of financial services to individuals and businesses 
in Asia, the US and UK. The principal subsidiaries are listed 
in note I6 on page 301.

In 2008, Prudential Group’s total EEV basis operating profit
from continuing operations based on longer-term investment
returns was £2,961 million, up 17 per cent from 2007.

During the year, the Group generated long-term profits 
of £2,906 million, comprising new business profits of 
£1,307 million (2007: £1,205 million), in-force profits of 
£1,625 million (2007: £1,319 million) and Asia development
costs of £26 million (2007: £15 million). New business profit
from insurance business, at £1,307 million, was eight per cent
higher than in 2007, reflecting a resilient sales performance 
in Asia and sales in the US and UK broadly in line with the
previous year. The average Group new business profit margin
was 43 per cent (2007: 42 per cent) on an APE basis and 
5.8 per cent (2007: 5.7 per cent) on a PVNBP basis. This rise
reflects an increase in the average margin in Asia, partly offset
by a slight decline in the average US and UK margin. In-force
profit increased by 23 per cent on 2007 to £1,625 million. 
In aggregate, net assumption changes had an impact of 
£118 million positive, and experience variances and other
items were £271 million positive. 

EEV basis operating profit from continuing operations

AER 4/8

2008
£m

2007
£m

Change
%

CER4/8

2007
£m

Change
%

Insurance business:

Asia
US
UK
Development expenses

Long-term business profit
UK general insurance commission
Asset management business:

M&G
Asia asset management
Curian
US broker-dealer and asset management

Other income and expenditure

Total EEV basis operating profit from continuing operations

Restructuring costs

1,309
586
1,037
(26)

2,906
44

286
52
(3)
10

345

(302)

2,993

(32)

1,042
627
855
(15)

2,509
4

254
72
(5)
13

334

(297)

2,550

(20)

26
(7)
21
(73)

16

13
(28)
40
(23)

3

(2)

17

(60)

1,135
678
855
(17)

2,651
4

254
78
(5)
14

341

(300)

2,696

(20)

Total EEV basis operating profit from continuing operations 

after restructuring costs

2,961

2,530

17

2,676

Notes
See page 21.

15
(14)
21
(53)

10

13
(33)
44
(29)

1

(1)

11

(60)

11

23

 
Chief Financial Officer’s overview
continued

In our US business, short-term fluctuations in investment
returns were negative £1,344 million, primarily consisting of: 
a negative £412 million resulting from the difference between
the actual investment returns included in operating profit in
respect of fixed income securities and the assumed long-term
investment return; a negative £733 million resulting from the
capitalisation changes in the expectations of future profitability
on variable annuity business in force, due to the return on the
actual variable investment account (‘separate account’) being
lower than the long-term return reported within operating
profit, offset by the impact of the associated hedging position;
and a negative £199 million resulting from the difference
between the actual investment returns and the longer-term
returns included within operating profit relating to equity-type
investments and other items.

In our UK business, the short-term fluctuations in investment
returns were negative £2,407 million. This figure primarily
reflects the difference between the actual investment return 
of negative 19.7 per cent for the with-profits life fund and the
long-term assumed return of positive 6.6 per cent. Short-term
fluctuations on the shareholder-backed annuity business of
negative £213 million represent negative investment return on
surplus assets and default experience. Short-term fluctuations
on the unit linked business of negative £111 million represent
the capitalised reduction in future fees arising from the fall in
market values experienced during the year. 

The actuarial loss of £15 million (2007: loss of £5 million)
included in total profit reflects the shareholders’ share of
actuarial gains and losses on the Group’s defined benefit
pension schemes. 

In our Asian business, economic assumption changes were
negative £34 million. This mainly comprises a negative charge
in Taiwan of £239 million as a result of extending the phased
bond yield progression period out by five years from 
31 December 2013 to 31 December 2018, offset by the
positive changes in other territories, mainly reflecting the
reduction in risk discount rates. 

In our US business, economic assumption changes were
positive £267 million. These primarily reflected a reduction in
the risk discount rates following a reduction in the US 10-year
Treasury rate, partially offset by a reduction in the separate
account return assumption.

In our UK business, economic assumption changes were
negative £783 million, primarily reflecting the net effect of
changes to the assumed fund earned rate and the risk discount
rate due to the reduction in gilt rates. The impact of these
effects on with-profits business is negative £466 million. The
economic assumption changes relating to the shareholder
annuity business is negative £317 million. 

The mark-to-market movement on core borrowings was a
positive £656 million. This reflected a reduction in fair value 
of core borrowings, as the decrease in interest rates was 
more than offset by the widening of the credit spread, thereby
increasing overall market yields on comparable debt securities. 

The effective tax rate at an operating tax level was 26 per cent
(2007: 27 per cent), generally reflecting the expected tax rates.
The effective tax rate at a total EEV level was 37 per cent (2007:
25 per cent) on a loss of £2,106 million, primarily reflecting that
there is no deferred tax charge associated with the mark to
market value movement on core borrowings.

EEV basis profit after tax and minority interests (AER)

2008 £m

2007 £m

Change %

Total EEV basis operating profit from continuing operations after restructuring costs

Short-term fluctuations in investment returns:

Asia
US
UK
Other

Actuarial gains and losses on defined benefit pension schemes:
Effect of change in economic assumptions:

Asia
US
UK

Effect of change in time value of cost of options and guarantees:

Asia
US
UK

Movement in mark to market value of core borrowings:

US
Other

(Loss) profit from continuing operations before tax

Tax

(Loss) profit from continuing operations after tax before minority interests

Discontinued operations (net of tax)
Minority interests

(Loss) profit for the period

24

Prudential plc Annual Report 2008

2,961

(5,127)
(1,063)
(1,344)
(2,407)
(313)
(15)
(550)
(34)
267
(783)
(31)
8
11
(50)
656
37
619

(2,106)

771

(1,335)

0
(3)

2,530

17

174
226
(9)
(42)
(1)
(5)
748
201
81
466
0
9
8
(17)
223
9
214

3,670

(927)

2,743

241
(21)

(157)

(149)

(1,338)

2,963

(145)

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IFRS results
Group operating profit before tax from continuing operations
based on longer-term investment returns on the IFRS basis
after restructuring costs was £1,347 million an increase of 
12 per cent on 2007. 

Our Asian operations IFRS operating profit for long-term
business increased from £189 million in 2007 to £321million 
in 2008. In Indonesia the results increased from £35 million 
to £55 million whilst in the established operations the growth
was more muted, growing from £153 million to £162 million.
For our Korean operation the result improved from a loss of
£13 million to a profit of £12 million. The driver for the growth
was the implementation, for IFRS reporting purposes, of a
more appropriate basis of deferring and amortising acquisition
costs rather than continue with the local regulatory basis
reporting. Our Indian operation posted a loss of £6 million,
before development expenses for the agency field force 
which are now shown separately in the analysis. The result 
also reflects that as the business matures it is appropriate to
now defer and amortise acquisition costs, resulting in a benefit
of £19 million. In Taiwan, where the IFRS basis of reporting
reflects US GAAP for the insurance assets and liabilities of 
the business the result increased by £15 million to £60 million. 
The result for other operations increased from £12 million 
to £38 million reflecting mainly reserve releases in the 
Japanese operation.

Our US business’s IFRS operating profit of £406 million 
was down by nine per cent on 2007. This was mainly due to
accelerated levels of Variable Annuities DAC amortisation as
a result of large negative equity market movements. These
impacts were partially offset by positive operating derivative
income on variable annuity business, reflecting the increase in
market value of the net short derivative positions due to falling
equity prices. The decision to acquire additional hedging
protection in the derivatives markets in 2007 at favourable
prices demonstrated its value amid the falling equity markets

experienced in 2008. The US operation’s results are based 
on US GAAP, adjusted where necessary to comply with IFRS,
as the Group’s basis of presenting operating profit is based 
on longer-term investment returns. Longer-term returns for
the US operation’s fixed income securities incorporate a 
risk margin reserve (RMR) charge for longer-term defaults 
and amortisation of interest-related realised gains and losses.
Jackson’s hedging of its variable annuity guarantees offset the
effect of the 38.5 per cent drop experienced in the US equity
markets in 2008.

In our UK business, total IFRS operating profit increased 
by 12 per cent in 2008 to £589 million. The increase 
of four per cent achieved for the long-term business 
reflected profits attributable to the with-profits business 
of £395 million together with 15 per cent growth from the 
long-term shareholder backed business. IFRS profits from 
the shareholder annuity business includes the impact of
strengthening the allowance for credit defaults partly offset 
by profits emerging from a rebalancing of the asset portfolio.
Non-long-term business IFRS profit reflected profit from
General Insurance commission which increased to £44 million,
with cash beginning to emerge following the 2002 sale of the
business to Churchill.

M&G’s operating profit for 2008 was £286 million, an increase
of 13 per cent over 2007. This represented a strong financial
performance in the light of the prevailing challenging market
conditions. Higher profits from the fixed income business and
higher performance-related fees were partially offset by the
negative impact of market conditions, particularly in the retail
business. 

The Asian asset management operations reported operating
profits of £52 million, down by 28 per cent on 2007, reflecting
decreases in funds under management and performance-
related fees due to market volatility.

IFRS basis operating profit on longer-term investment returns from continuing operations

AER 4

2007
£m

Change
%

CER 4

2007
£m

Change
%

Insurance business:

Asia
US
UK
Development expenses

Long-term business profit
UK general insurance commission
Asset management business:

M&G
Asia asset management
Curian
US broker-dealer and asset management

Other income and expenditure

Total IFRS basis operating profit based on longer-term 
investment returns before restructuring costs

Restructuring costs

Total IFRS basis operating profit based on longer-term 
investment returns before restructuring costs

Note
See page 21.

2008
£m

321
406
545
(26)

1,246
44

286
52
(3)
10

345

(260)

189
444
524
(15)

1,142
4

254
72
(5)
13

334

(260)

1,375

(28)

1,220

(19)

1,347

1,201

70
(9)
4
(73)

9

13
(28)
40
(23)

3

0

13

47

12

212
480
524
(17)

1,199
4

254
78
(5)
14

341

(263)

1,281

(19)

1,262

51
(15)
4
(56)

4

13
(33)
44
(29)

1

1

7

47

7

25

 
Chief Financial Officer’s overview
continued

The operating profit from the US broker-dealer and asset
management businesses was £10 million, a decrease of 
23 per cent on 2007. Curian recorded losses of £3 million 
in 2008, an improvement on its losses of £5 million in 2007, 
as the business continued to invest to build scale.

The total loss before tax and minority interests on an IFRS 
basis was £450 million in 2008, compared with a profit of
£1,063 million for 2007. This reduction primarily reflects
adverse short-term fluctuations experienced in 
investment returns.

In calculating the IFRS operating profit, we use longer-term
investment return assumptions rather than actual investment
returns achieved. The actual movements in asset values
beyond the longer-term assumptions appear in the profit and
loss account as short-term fluctuations in investment returns,
with the exception of Jackson, where unrealised gains or 
losses on debt securities feature directly as movements in
shareholder reserves.

The £1,783 million charge for short-term fluctuations in
investment returns mainly comprises £200 million, £1,058
million and £212 million relating to our Asian, US and UK
operations respectively.

Our Asian operations’ negative short-term fluctuations 
of £200 million primarily reflected movements in Vietnam, 
Taiwan and Japan of £81 million, £65 million and £34 million
respectively. The result in Vietnam mainly reflected the two-
thirds fall in the Vietnam equity market. Taiwan’s short-term
fluctuations mainly reflected CDO losses of £40 million
combined with losses of £103 million resulting from the 
39 per cent fall in the country’s stock market, offset by gains 
of £108 million in the bond portfolio. In Japan there were a
number of contributory factors, the largest of these being
losses of £14 million reflecting the 42 per cent fall in the
country’s stock market and unrealised losses of £13 million 
on Leveraged Super Senior notes.

Our US results include a £1,058 million charge (2007: 
£18 million charge) for short-term fluctuations in investment
returns. This comprises £535 million in respect of debt
securities, £439 million in respect of freestanding derivatives
and embedded derivative liabilities, £69 million for equity 
type securities and a net £15 million for other items. 

The £535 million charge for debt securities reflects the levels 
of defaults, losses on sale, and writedowns in excess of the
allowance for longer-term defaults included in the operating
result. The main constituent of the £439 million charge is 
£369 million for freestanding derivatives held to manage the
fixed annuity and other general account business. There is 
also a charge of £70 million in respect of Guaranteed Minimum
Withdrawal Benefit and other embedded derivative liabilities
for the difference between the effect of applying year-end 
AA corporate bond rate and equity volatility curves in the total
result rather than longer-term levels, as applied in determining
the operating result.

Our UK operations’ short-term fluctuations charge of 
£212 million reflects asset value movements, principally for the
shareholder-backed annuity business, of negative £170 million
and £42 million for the effect of credit downgrades on the
measurement of annuity liabilities. 

Other short-term fluctuations charge of £313 million include
£190 million for unrealised value movements in Prudential
Capital and £71 million on the sale of an investment in an 
Indian Mutual Fund.

IFRS basis profit after tax

Operating profit from continuing operations based on longer-term

investment returns after restructuring costs

Short-term fluctuations in investment returns

Asia
US
UK
Other

Shareholders’ share of actuarial and other gains and losses on defined 

benefit pension schemes

(Loss) profit before tax from continuing operations attributable to shareholders

Tax attributable to shareholders’ profits

(Loss) profit from continuing operations for the financial year after tax

Discontinued operations (net of tax)
Minority interests

(Loss) profit for the year attributable to equity holders of the company

Note
See page 21.

26

Prudential plc Annual Report 2008

2008
£m

1,347

(1,783)
(200)
(1,058)
(212)
(313)

(14)

(450)

59

(391)

0
(5)

(396)

AER4

2007
£m

Change
%

1,201

12

(137)
(71)
(18)
(47)
(1)

(1)

1,063

(142)

(354)

709

241
(3)

947

(155)

(142)

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The effective rate of tax on operating profits, based on longer-
term investment returns, was 22 per cent (2007: 32 per cent).
The effective rate of tax at the total IFRS profit level for
continuing operations was 13 per cent (2007: 33 per cent). 
The effective rate of tax on operating profits is lower than 
2007 reflecting a combination of the settlement of issues with
HM Revenue and Customs at amounts below those previously
provided and a reduction in amounts previously provided 
on outstanding issues with HM Revenue and Customs. The
effective rate of tax at total IFRS profits level is lower than
expected, substantially due to a restriction on the ability to
recognise deferred tax assets on all losses in Asia and the US.

Earnings per share

EPS based on Operating Profit from
continuing operations after Tax
and minority interest
• EEV
• IFRS

Basic EPS based on total profit (loss)

after minority interest
• EEV
• IFRS

2008 p

2007 p

88.6
42.5

74.5
33.3

(54.1)
(16.0)

121.2
38.7

Dividend per share
The directors recommend a final dividend for 2008 of 12.91
pence per share payable on 22 May 2009 to shareholders on
the register at the close of business on 14 April 2009. The
interim dividend for 2008 was 5.99 pence per share. As a
result, the total dividend for the year, including the interim
dividend and the recommended final dividend, amounts to
18.90 pence per share compared with 18.00 pence per share
for 2007, an increase of five per cent. The total cost of
dividends in respect of 2008 was £469 million.

The full year dividend is covered 2.24 times by post-tax 
IFRS operating profit from continuing operations.

Dividend cover is calculated as operating profit after tax on 
an IFRS basis, divided by the current year interim dividend 
plus the proposed final dividend.

The Board will maintain its focus on delivering a growing
dividend, which will continue to be determined after 
taking into account our Group’s financial flexibility and our
assessment of opportunities to generate attractive returns 
by investing in specific areas of the business. The Board
believes that in the medium term a dividend cover of 
around two times is appropriate.

Shareholders’ funds
On the EEV basis, which recognises the shareholders’ interest
in long-term businesses, shareholders’ funds at 31 December
2008 were £15.0 billion, an increase of £0.4 billion from the
2007 year end level (2007: £14.6 billion). This two per cent
increase primarily reflects the following components: a total
EEV basis operating profit of £2,961 million; a positive impact
of exchange movements of £2,010 million; a tax credit of 
£771 million; a positive movement on the mark to market of
core debt of £656 million; partially offset by a £5,127 million
adverse movement in short-term fluctuations in investment
returns and dividend payments of £453 million which is itself
partially offset by proceeds for new share capital subscribed
of £170 million.

The shareholders’ funds of £15.0 billion at year end 2008
comprised:

• £5.3 billion for our Asian long-term business operations;
• £4.3 billion for our US long-term business operations;
• £4.9 billion for our UK long-term business operations; and 
• £0.5 billion for our other operations. 

Analysis of movement in EEV shareholders’ funds: 
31 December 2007 to 31 December 2008  £m

14,600

(283)

2,010

2,961

(5,127)

771

24

14,956

3,000

6,000

9,000

12,000

15,000

£m

Opening 
shareholders’ funds
Operating profit
Short-term 
fluctuations

Dividends net of
new share capital
subscribed
Foreign exchange

Tax
Other
Closing
shareholders’ 
funds

27

 
Holding company cash flow

Cash remitted by business units:
Life businesses:

2008 £m

2007 £m

UK
US
Asia 

Other:
Asia
M&G 
UK

Total cash remitted to Group 
Net interest paid 
Dividends paid 
Scrip dividends and share options 

Cash remittances after interest 

and dividends 

Tax received 
Corporate activities 

Cash flow before investment 

in business

Capital invested by business units:
Life businesses:

Asia 
UK

Other:
Asia

Total capital invested in business units
Increase (decrease) in operating cash 
Egg sale net proceeds

Total holding company cash flow

Contributed by Life Business

295
144
163

602

234
167
30

1,033
(128)
(453)
167

619
130
(177)

261
122
148

531

38
139
3

711
(96)
(426)
183

372
40
(200)

572

212

(310)
(126)

(436)

(82)

(518)
54
0

54

166

(92)
(145)

(237)

(57)

(294)
(82)
527

445

294

Chief Financial Officer’s overview
continued

At the year end, the embedded value for the Asian long-term
business was £5.3 billion. The established markets of Hong
Kong, Singapore and Malaysia contributed £3,982 million 
to the embedded value generated across the region. Korea
(£338 million), Indonesia (£314 million) Vietnam (£269 million)
also made substantial contributions. Prudential’s other Asian
markets, excluding Taiwan, contributed an aggregate £567
million in embedded value. Taiwan had a negative embedded
value of £205 million. 

The sensitivity of the embedded value of our country
operations to interest rate changes varies widely across 
the region. In aggregate, a one per cent decrease in interest
rates, along with all the consequential changes noted above,
would result in a negligible change to our Asian business’
embedded value.

Statutory IFRS basis shareholders’ funds at 31 December 
2008 were £5.1 billion, compared with £6.1 billion at 
31 December 2007. This result represented a decrease 
of £1.0 billion, reflecting operating profit of £1,347 million, 
a foreign exchange credit of £631 million, and a tax credit 
of £747 million; offset by unfavourable movement in 
short-term fluctuations in investment returns of negative
£1,783 million, a net unrealised value change on Jackson 
debt securities of negative £1,640 million and the balance 
of dividend payments of £453 million partially offset by
proceeds of new share capital subscribed of £170 million. 

The net unrealised value change on Jackson debt securities is
explained by net unrealised losses of negative £2,710 million,
(being the gross unrealised losses of £3,197 million less
unrealised gains of £487 million) reflecting temporary market
movements due to the effects of widening global credit
spreads offset partially by the effect of reduced risk-free
interest rates and a steepening yield curve. These unrealised
losses were further offset by associated DAC of £1,070 million.

Analysis of movement in IFRS shareholders’ funds: 
31 December 2007 to 31 December 2008  £m

6,062

1,347

(1,783)

(1,640)

(283)

631

747

(23)

5,058

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

£m

Opening 
shareholders’ funds
Operating profit
Short-term 
fluctuations

Unrealised value
change on Jackson
debt securities
Dividends net of
new shareholder
capital subscribed
Foreign exchange

Tax
Other
Closing
shareholders’ 
funds

28

Prudential plc Annual Report 2008

Our Group holding company received £1,033 million in cash
remittances from the various business units in 2008, up from
£711 million in 2007. This figure includes the shareholders’
statutory life fund transfer of £279 million from the UK
business.

We believe that the underlying free surplus generated from 
the in-force book is an important measure in understanding 
the performance of our business. During 2008 we generated
£1,680 million of underlying free surplus (2007: £1,388
million).

Cash remitted increased in 2008 by £322 million compared to
2007. This was primarily due to the growth in Asia remittances
and the increase in UK General Insurance commission. 
Asia’s remittances grew by £211 million, primarily due to a 
one-off remittance of £115 million related to Singapore. 
Asia also realised seed capital from E.Sun Bank and ICICI 
Asset Management totalling approximately £77 million, 
and recorded additional cash flow releases from Asian 
operations as their in-force books matured.

Capital invested in business units grew from £294 million in
2007 to £518 million in 2008, due to an increase of £243 million
in Asia’s requirements. The growth in Asia was primarily due 
to the injection of £186 million to meet solvency requirements,
of which £66 million was in Taiwan and £72 million in Japan.
The remainder was predominately due to business-driven 
cash injections to support new business growth. Capital of
£126 million was injected into UK shareholder-backed
business, mainly to support new business. Jackson’s capital
position remained robust in 2008, and no capital injection 
was required.

Net interest paid in 2008 increased by £32 million to 
£128 million compared to 2007, as lower interest rates
prevailing in 2008 led to a decrease in interest received on
central shareholders’ funds.

After dividends and net interest paid, there was a net cash
inflow of £619 million (2007: £372 million). There was a
significant take-up of scrip dividends in 2008 and 2007.

Tax received in 2008, at £130 million, was £90 million higher
than the previous year, reflecting the fact that the 2007 figure
was exceptionally low as a result of foreign exchange gains
reducing the level of taxable losses. During 2008 the Group
holding company paid £177 million in respect of corporate
activities, including costs related to the process of considering
a reattribution of the inherited estate. 

In aggregate, there was an operating cash inflow of 
£54 million in 2008, compared to an outflow of £82 million 
in 2007.

Depending on the mix of business written and the
opportunities available, we continue to expect the UK
shareholder-backed business to become cash positive 
in 2010.

Free surplus generation
Sources and uses of free surplus generation for the
Group’s life and asset management operations 
Free surplus generation for the Group’s life business
represents the free surplus generated from the in-force
operations during the period less the investment in new
business. 

For asset management operations we have defined free
surplus generation to be IFRS profits for the period. Group 
free surplus also includes the general insurance commission
earned during the period and excludes head office,
restructuring and net financing costs.

Free surplus is used by our life companies for investment in
new business, and to provide for specific items, such as the
provision established in 2008 for additional credit reserves
under statutory reporting. In 2008 we invested £825 million 
of free surplus (2007: £544 million) in new business and
established £770 million (2007: nil) for statutory credit 
reserves on a Pillar 1 statutory basis. 

The total movement in free surplus net of tax in the period 
can be analysed as follows:

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Free surplus at 1 January*
Free surplus generation
Underlying free surplus generated 

2008 £m

2007 £m

1,915

1,375

in the period

1,680

1,388

Provisions for additional allowance 

for credit risk 
Market related items
Investment in new business

Free surplus generated in the period 
prior to methodology changes

Gross cash remitted by business units
Capital injected by business units

Net cash remitted by the 

business units

Other movements

Free surplus at 31 December*

(770)
(1,068)
(825)

(983)

(1,033)
518

(515)

442

859

0
141
(544)

985

(711)
294

(417)

(28)

1,915

*Includes IFRS net assets excluding goodwill for asset management.

The negative £1,068 million of market-related movements 
in 2008 includes £268 million of bond losses in the US; 
£268 million in respect of the drop in interest rates in 
Taiwan, including the impact of extending out the phased 
bond yield progression period by five years from 2013 to 
2018; and £532 million of other short-term fluctuations in
investment returns.

Other movements comprised reallocations of certain statutory
reserves and required capital from value in-force to net worth
of £187 million in 2008, foreign exchange movements, the
mark to market of Jackson’s assets backing surplus and
required capital, and other capital movements.

Excluding Taiwan, free surplus for the remaining life and asset
management operations would have been approximately
£1.8 billion at 31 December 2008. 

The embedded value for the life operations assumes 45 per
cent of the value in-force and required capital at 31 December
2008 will convert to free surplus in the next five years, and
68 per cent within 10 years. The actual free surplus generated
from the current in-force policies in any future period will
depend on the level of future assumption and experience
variances that will actually arise. Over the last four year
cumulative period, operating variances (after excluding the
statutory credit reserve in 2008 and reallocations between net
worth and value in-force of £187 million undertaken in 2008)
have been £42 million which represented approximately one
per cent of the projected in-force for the life business.

29

 
Chief Financial Officer’s overview
continued

The table below shows Group free surplus generated for life
and asset management operations, as defined above, over the
last four years.

Investment of free surplus in new business 
by life operations
The average free surplus undiscounted payback period1
for business written in 2008 was: 

Asia 
US
UK

4 years
5 years
6 years

Overall, our Group wrote £3,025 million of sales on an APE
basis during the year. To support these sales, we invested 
£825 million of capital (2007: £544 million). This amount
covers both new business strain, including commissions, 
of £353 million and the required capital of £472 million. 
The total capital investment for new business amounted 
to approximately £27 million per £100 million of APE sales
(2007: £19 million). These sales provided a post-tax new
business contribution to embedded value of £937 million
(2007: £858 million).

In Asia, capital was invested to support sales at an 
average rate of £18 million per £100 million of APE sales.
(2007: £15 million).

In the US, capital was invested to support sales at an 
average rate of £40 million per £100 million of APE sales 
(2007: £30 million).

In the UK, capital was invested to support sales at an 
average rate of £31 million per £100 million of APE sales 
(2007: £16 million). 

Note
1

Cash payback period is defined as the time at which the value of the
undiscounted post tax cash flows, net of required capital releases, is
sufficient to recoup the initial free surplus invested in new business.

The increase in capital requirements year-on-year was 
caused predominantly by a change in business mix in our 
UK annuity business, with bulk annuity business being written
by shareholder-backed companies in 2008, rather than by the
with-profits fund as in 2007, and with higher reserves being
established for credit contingency. Higher capital usage in the
US resulted from the change in business mix from variable
annuities to other business.

Basis of preparation of results
The European Union (EU) requires that all listed European
groups prepare their financial statements in accordance with
EU approved IFRS. Since 1 January 2005, Prudential has been
reporting its primary results on an IFRS basis.

As a signatory to the European Chief Financial Officers’ (CFO)
Forum’s EEV Principles, Prudential also reports supplementary
results on an EEV basis for the Group’s long-term business.
We combine these results with the IFRS basis results of the non
long-term businesses to provide a supplementary operating
profit under EEV. References in this report to operating profit
relate to profit based on long-term investment returns. 

Under both EEV and IFRS, operating profits from continuing
operations based on longer-term investment returns exclude
short-term fluctuations in investment returns and shareholders’
share of actuarial and other gains and losses on defined benefit
pension schemes. Under EEV, where additional profit and 
loss effects arise, operating profits based on longer-term
investment returns also exclude the mark-to-market value
movement on core borrowings, together with the effect of
changes both in economic assumptions and also in the time
value of the cost of options and guarantees arising from
changes in economic factors.

Cumulative free surplus analysis

Expected in-force cash flows

(including expected return on net assets)*
Changes in operating assumptions and variances

Provision for additional allowance on credit risk
Changes in non-operating assumptions and variances

Actual in-force cash flow
New business

Free surplus generated in the period prior to 

methodology changes

Reallocations between net worth and value in-force

Free surplus generated in the period 

2008

2007

2006

2005

2005–2008

£m

£m

£m

(cumulative)
£m

£m

1,744
(64)

1,680
(770)
(1,068)

(158)
(825)

(983)
(187) 

(1,170)

1,299
89

1,388
0
141

1,529
(544)

985
0 

985

1,182

(29) 

1,153
0
56 

1,209
(554)

655
0 

655

992
46 

1,038
0 
(189) 

849
(562) 

287 
0 

287

5,217
42

5,259
(770)
(1,060)

3,429
(2,485)

944
(187)

757

*Expected in-force cash flow includes asset management IFRS operating profits and GI commission.

30

Prudential plc Annual Report 2008

The preliminary announcement for the year ended
31 December 2008 does not constitute statutory accounts 
as defined in section 240 of the Companies Act 1985. The
results on an IFRS basis for the full year 2008 and 2007 have
been audited by KPMG Audit Plc. The auditor has reported 
on the 2008 and 2007 financial statements and the report 
was unqualified and did not contain a statement under section
237(2) or (3) of the Companies Act 1985. The Group’s 2007
Report and Accounts have been filed with the Registrar 
of Companies.

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Tidjane Thiam
Chief Financial Officer 

In broad terms, IFRS profits for long-term business contracts
reflect the aggregate of statutory transfers from with-profits
funds and profits on a traditional accounting basis for other
long-term business. Although the statutory transfers from 
with-profits funds are closely aligned with cash flow generation,
the pattern of IFRS profits over time from shareholder-backed
long-term businesses will generally differ from the cash flow
pattern. Over the life of a contract, however, aggregate IFRS
profits will be the same as aggregate cash flow.

Life insurance products are long-term by their nature, 
and the profit on them is generated over several years. In
Prudential’s opinion, accounting under IFRS alone does not
fully reflect the inherent value of these future profit streams.
Instead, adding embedded value reporting to the IFRS
accounting and specific additional disclosures, particularly 
on capital and cash flow, provides investors with a better 
sense of underlying profitability of our Group’s long-term
businesses. Embedded value reporting is a valuable
supplement to statutory accounts. 

The results for the year ended 31 December 2008 have been
prepared using International Financial Reporting Standards
(IFRS) issued by the International Accounting Standards Board
(IASB) and endorsed by the European Union (EU). The results
in this preliminary announcement have been prepared in
accordance with IFRS applicable at 31 December 2008 and
have been taken from the Group’s Annual Report and
Accounts which will be available on the company’s website 
on 15 April 2009.

Value created through investment in new business by life operations

2008 £m

2007 £m

Asia

US

UK

Group

Asia

US

UK

Group

Free surplus invested in new business
Increase in required capital

Net worth invested in new business
Value of in-force created by new business

Post tax new business profit for the period
Tax

Pre tax new business profit for the period

New business sales (APE)
New business margin % (APE)
Internal rate of return

*In 2007, the UK IRR excluding the Equitable Life deal was 14%.

(825)
472

(353)
1,290

937
370

1,307

(243)
42

(201)
751

550
191

741

1,362
54%
>20%

(289)
265

(24)
214

190
103

293

716
41%
18%

(293)
165

(128)
325

197
76

273

947
29%
14%

(194)
21

(173)
646

473
170

643

1,287
50%
> 20%

(200)
183

(17)
202

185
100

285

671
42%
18%

(150)
104

(46)
246

200
77

277

910
30% 
18%*

(544)
308

(236)
1,094

858
347

1,205

31

 
more:strength

32

Prudential plc Annual Report 2008

Our capital position is strong and robust. 
Our Insurance Groups Directive (IGD) capital
surplus is estimated at £1.7 billion before allowing
for the 2008 final dividend. Our robust capital
position, combined with the proven resilience of
our retirement-led strategy, selective geographic
presence, product expertise, distribution and
trusted brands, means we are well-placed to
continue to outperform. 

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33

 
Risk and capital management

As a provider of financial services, including
insurance, we recognise that the managed
acceptance of risk lies at the heart of our business.
As a result, effective risk management capabilities
represent a key source of competitive advantage 
for our Group. 

To maximise this advantage, we have embedded a risk and
capital management framework and culture that drives the
rigorous risk and capital management and optimisation of risk
adjusted returns across the Group.

The Group’s risk appetite framework sets out our tolerance to
risk exposures as well as our approach to risk management and
return optimisation. Under this approach, we monitor our risk
profile continuously against agreed limits. Our main strategies
for managing and mitigating risk include asset liability
management, using derivatives to hedge relevant market 
risks, and implementing reinsurance and corporate insurance
programmes. More detail on our Group’s risk governance
system and risk policies is provided on pages 96 and 97 of the
Governance Report.

Risk oversight
Group risk appetite 
We define and monitor aggregate risk limits for our earnings
volatility and our capital requirements:

a Earnings volatility: the objectives of the limits are to ensure
that (a) the volatility of our earnings is consistent with our
stakeholders’ expectations, (b) the Group has adequate
earnings (and cash flows) to service debt, expected
dividends and to withstand unexpected shocks, and 
(c) earnings (and cash flows) are managed properly across
geographies and are consistent with our funding strategies.
The two measures we apply to monitor the volatility of our
earnings are European Embedded Value (EEV) operating
profit and International Financial Reporting Standards (IFRS)
operating profit.

b Capital requirements: the limits aim to ensure that (a) the
Group meets its solvency capital requirements at all times, 
(b) the Group achieves its desired target rating to meet its
business objectives, and (c) supervisory intervention is
avoided. The two measures we apply are the EU Insurance
Groups Directive (IGD) capital requirements and economic
capital requirements.

Our risk appetite framework forms an integral part of our
annual business planning cycle. Throughout the year, our
Group Risk function monitors the Group’s risk profile against
the agreed limits. Using submissions from business units,
Group Risk calculates our position (allowing for diversification
effects between business units) relative to the limits implied 
by the risk appetite statements.

Local limits are agreed with each of our business units to
ensure that the aggregate risk exposure remains within 
the defined Group-level risk appetite. Each business unit
determines its own individual risk position by calculating the
impacts (on earnings and capital measures) of a shock to its
market, credit, insurance and operational risk exposures and
agrees them with Group Risk and the Group Asset and Liability
Committee (ALCO).

We use a two-tier approach to apply the limits at business 
unit level. Firstly, we calculate business unit risk limits. These
ensure that, provided each business unit keeps within its limits,
the Group risk position will remain within the Group limits.
Secondly, the impact on the risk position is considered as part
of Group Risk’s scrutiny of large transactions or departures
from plan proposed by individual business units.

In the event that any of the business unit plans imply risk limits
will be exceeded, this will necessitate a dialogue between
Group Head Office (GHO) and the relevant business unit or
units. Exceeding Group limits may be avoided if, for example,
limits in other business units are not fully utilised, or if the
diversification effect at Group level of a particular risk with
other business units means the Group limit is not breached.
Ultimately, authorisation to breach limits would require
approval from GHO.

Earnings measures  (flow)

Capital measures  (stock)

EEV

IFRS

Economic

Regulatory (local/IGD)

Maintain target
EEV operating profit 

Maintain target 
IFRS operating profit 

No large unexpected 
falls in EEV operating
profit

No large unexpected 
falls in IFRS operating
profit

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E
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Maintain target level
of capitalisation

Planned IGD 
coverage

Individual tail events
should not significantly
reduce financial 
resources 

Remain above 
minimum capitalisation

Meet Group solvency
requirement and hold 
sufficient resources 
to pay dividends and
fund new business

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34

Prudential plc Annual Report 2008

 
 
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The continuing market dislocation and the increased risk of
default has increased emphasis on the management of market
and credit risk in the course of 2008. Market risk is managed
such that as conditions evolve the risk profile is maintained
within risk appetite, and in addition to business unit operational
limits on credit risk, we set counterparty risk limits at Group
level. Limits on our total Group-wide exposures to a single
counterparty are specified within different credit rating
‘categories’. Group Risk and the Group ALCO monitor our
actual exposures against these limits on a monthly basis. 

Risk exposures
The Group Risk Framework deploys a common risk language,
allowing meaningful comparisons to be made between
different business units. Risks are broadly categorised as
shown below.

Market risk:
Equity risk
Most of the equity exposure in our UK business arises from 
the with-profits fund which is partially protected against falls 
in equity markets through an active hedging policy. The fund
also includes a large inherited estate – estimated at £5.4 billion
at 31 December 2008. The inherited estate itself is partially
protected against falls in equity markets through an active
hedging policy.

In Asia, a high proportion of our in-force book is made up 
of unit-linked products with limited shareholder exposure 
to equities. We have minimal direct shareholder exposure 
to Asian equity markets outside our unit-linked holdings. 

In the US, where we are a leading provider of variable 
annuities, there are well-understood risks associated with 
the guarantees embedded in our products. We provide
guarantees for minimum death benefit (GMDB) on all 
policies in this class, minimum withdrawal benefits (GMWB) 
on 67 per cent of the book, and minimum income benefits
(GMIB) on only 11 per cent. To protect the shareholder against
the volatility induced by these embedded options, we use both
a comprehensive hedging programme and reinsurance.

In our variable annuity sales activities, we focus on meeting 
the needs of conservative and risk averse customers who are
seeking reliable income in retirement, and who display little
tendency to arbitrage their guarantees. These customers select
conservative investment options and, importantly, buy fewer
guarantee products compared to the industry as a whole. We
are able to achieve this because our unique and market leading
operational platform allows us to tailor more than 3,000 product
combinations, thereby ensuring that our customers are not sold
guarantees they do not need. We seek to sell at a price where
we can hedge or reinsure our risks. Many of our competitors
offer ‘bundled’ products where the customer pays for
guarantees that they do not require. In contrast, our more
tailored offering avoids the sale of unnecessary guarantees,
enabling us to remain globally price competitive while pricing
each of our individual guarantees appropriately. This enables us
to be price-competitive while not over-exposing our business to
guarantee risk. Also, the conservative nature of our investment
options makes hedging a more straightforward process. 

It is our philosophy not to compete on price. Our individual
guarantees tend to be more expensive than the market
average, because we seek to sell at a price where we can
hedge or reinsure our risks. 

We do not actively market GMIB, and where it is selected we
reinsure. We use reinsurance to cover both the in-force book
and new business for the life of the policy. If reinsurance were
not available, we would not sell GMIB options. 

We take a macro approach to hedging that covers market 
risk in the US business, including all exposure to GMDB and
GMWB guarantees. Within this macro approach we make use
of the natural offsets that exist between the variable annuity
guarantees and the fixed-indexed annuity book, and then use a
combination of Over The Counter (OTC) options and futures to
hedge the residual risk, allowing for significant market shocks
and limiting the amount of capital we are putting at risk. The
hedging programme covers both the in-force book and new
business for the ‘greeks’ – i.e. changes in equity market levels,
the rate of change in market levels and equity market volatility,
as well as interest rate movements. In addition we hedge the
fees on variable annuity guarantees.

Risk categorisation

Category

Risk type

Definition

Risk categorisation

Financial risks Market risk

Credit risk

Insurance risk

Liquidity risk

Non-financial
risks 

Operational risk

Business
environment risk 

Strategic risk

The risk that arises from adverse changes in the value of, or income from,
assets and changes in interest rates or exchange rates

The risk of loss if another party fails to meet its obligations, or fails to do so 
in a timely fashion

The inherent uncertainty as to the occurrence, amount and timing 
of insurance liabilities. This includes adverse mortality, morbidity and
persistency experience

The risk that a business, though solvent on a balance sheet basis, either 
does not have the financial resources to meet its obligations as they fall 
due or can secure them only at excessive cost

The risk of direct or indirect loss resulting from inadequate or failed internal 
processes, people or systems, or from external events. This includes legal 
and regulatory compliance risk

Exposure to forces in the external environment that could significantly 
change the fundamentals that drive the business’s overall objectives 
and strategy

Ineffective, inefficient or inadequate senior management processes for the
development and implementation of business strategy in relation to the
business environment and the Group’s capabilities

35

 
Risk and capital management
continued

A combination of Jackson’s sales approach, disciplined pricing
and dynamic hedging of its variable annuity guarantees meant
that Jackson’s equity hedging gains offset the effect of the 
38.5 per cent drop experienced in US equity markets in 2008
on a statutory capital basis. This outcome compared favourably
to the industry as a whole. Indeed, Jackson was one of only a
handful of US life insurance companies to achieve this level of
success with its variable annuity hedging programme in 2008.

Interest rate risk
Interest rate risk arises primarily from Prudential’s investments
in long-term debt and fixed income securities. Interest rate 
risk also exists in policies that carry investment guarantees on 
early surrender or at maturity, where claim values can become
higher than the value of backing assets as a result of rises 
or falls in interest rates.

Interest rates primarily impact our Asia, US and UK with-profit
businesses. In Asia, our exposure will be reduced following 
our agreement with China Life Insurance Company Ltd
(Taiwan) to transfer the agency-based business in Taiwan,
which includes Prudential’s legacy products which contain
interest rate risk. The remaining exposure in Asia arises 
mainly from guarantees on traditional shareholder-backed 
life products and asset-liability mismatches, primarily in Japan
and Korea. This exposure is within our risk appetite, and we
manage it carefully on an ongoing basis. We have a range of
risk mitigation options available to us should we wish to reduce
this exposure further. However, it is important to note that
interest rates in some territories are currently at historically 
low levels, which has the effect of mechanistically reducing 
our downside risk.

In the US there is interest rate risk across the portfolio. 
We manage fixed annuity interest rate exposure through 
a combination of interest rate swaps and interest rate options, 
to protect capital against rates rising quickly, and through 
the contractual ability to reset crediting rates annually. 
The average traditional fixed annuity crediting rate is 91bps
above the guaranteed crediting rate. Historically, we have 
had a significant IGD sensitivity relating to the mark-to-market
accounting of interest rate derivatives. During the final quarter
of 2008, we worked with the Michigan State regulator to
recognise the effectiveness of interest rate hedging, and the
statutory valuation now accounts for hedges and the hedged
items on a consistent basis.

Foreign exchange risk
Prudential operates in the UK, the US, Continental Europe 
and 13 countries in Asia. Inevitably, the geographical diversity
of our businesses means that we are subject to the risk of
exchange rate fluctuations. Prudential’s international
operations in the US and Asia, which represent a significant
proportion of our operating profit and shareholders’ funds,
generally write policies and invest in assets denominated in
local currency. Although this practice limits the effect of
exchange rate fluctuations on local operating results, it can
lead to significant fluctuations in our consolidated financial
statements when results are expressed in pounds sterling. 

We do not generally seek to hedge foreign currency revenues,
as these are substantially retained locally to support the growth
of the Group’s business and meet local regulatory and market
requirements. However, in cases where a foreign surplus is
deemed to be supporting Group capital or shareholders’
interests, this exposure is hedged if we deem it economically
optimal to do so. Currency borrowings and derivatives are
used to manage exposures within the set limits.

Credit risk
The global debt markets experienced unprecedented
conditions in 2008, with illiquidity and credit spreads reaching
all-time highs. Our debt portfolio on an IFRS basis was
estimated at £95 billion at 31 December 2008.

Of this total, £59 billion was in the UK insurance operations, 
of which £38 billion was within the UK with-profits fund. 
The fund also includes a large inherited estate – estimated at
£5.4 billion. Outside the with-profits fund, £4 billion was held
in unit-linked funds where the shareholder risk is limited, and
there was £17 billion backing the shareholder annuity business
and other non-linked business, of which £13 billion related to
corporate bonds and £4 billion was in government securities,
or equivalent.

Within the UK shareholder annuity funds, we have built up 
a significant credit reserve of £1.4 billion to allow for future
defaults on a statutory basis. This reserve can withstand the
equivalent of the average default experience during the Great
Depression occurring every year over the life of the portfolio. 

In 2008, we have experienced credit defaults for UK
operations of £93 million that relate to shareholder funds 
(0.5 per cent of the portfolio).

In the UK the investment policy for the shareholder backed
annuity business is to match investment returns with annuity
payments. Where these cash flows are not matched exactly
there is some exposure to asset and liability mismatches and
this exposure can be increased by, for example , the current
low interest rate environment. There is an interest rate risk in 
the UK with-profits fund.

Asia’s debt portfolio totalled £11 billion at 31 December 2008.
Of this, approximately 64 per cent was invested in Unit-Linked
and with-profits funds with minimal shareholder risk. The
remaining 36 per cent is shareholder exposure and is invested
predominantly (85 per cent) in government bonds. For Asia,
the portfolio has performed very well, with 2008 defaults
totalling only £20 million. 

36

Prudential plc Annual Report 2008

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The final and most significant area of exposure to credit risk 
for the shareholder is Jackson in the US. At 31 December 2008
Jackson’s fixed income portfolio was estimated at £24 billion,
comprised of £16 billion of Corporate Debt, £2 billion of
Commercial Mortgage Backed Securities (CMBS), £4 billion of
Residential Mortgage Backed Securities (RMBS) and £2 billion
of other instruments. We entered the cycle in a defensive
position and continue to manage the portfolio rigorously.

The US Corporate Debt portfolio of £16 billion is 92 per cent
investment grade. Concentration risk is low, with the top 10
holdings accounting for only five per cent of the portfolio. 
The high-yield portfolio is also well diversified with an average
holding of £8 million. Our single largest sector exposure in 
the investment grade portfolio is Utilities at 13 per cent. We
actively manage the portfolio and will sell exposure as events
dictate; for example, we reduced our holding in both Lehman
and Washington Mutual early in 2008. 

Within the RMBS portfolio of £4 billion, the agency guaranteed
portion is 50 per cent. Another 25 per cent of the portfolio
relates to investments with pre-2006/2007 vintages, where
experience has been much more positive than later vintages.
Our exposure to the 2006/2007 vintages totals £946 million of
which £617 million is invested in the senior part of the capital
structure, thereby significantly reducing the risk of defaults
and the magnitude of loss if a shortfall does occur. The actual
exposure to non-senior 2006/2007 Prime and Alt-A RMBS is
only £329 million.

The CMBS £2 billion portfolio is performing strongly, with 
85 per cent of the portfolio being AAA and only one per cent
below investment grade. We materially reduced our non-AAA
purchases after 2004 in response to the significant deterioration
in underwriting standards observed in the market and in line
with rating agencies’ guidelines. The entire portfolio has an
average credit enhancement level of 30 per cent. This provides
significant protection, since it means the bond has to incur 
a 30 per cent loss, net of recoveries, before we are at risk.

In 2008, Jackson’s total defaults were £78 million of which 
£5 million were incurred in the fourth quarter. As part of 
our active management of the book we incurred net losses 
of £127 million on the sale of impaired bonds, of which 
£67 million was incurred in the fourth quarter of 2008.

IFRS write-downs excluding defaults for the year were 
£419 million, an increase of £228 million in the fourth 
quarter of 2008.

The impairment process reflects a rigorous review of every
single bond and security in our portfolio. We believe that the
accounting rules for impairments are necessarily conservative
and not always consistent with economic losses. So, while the
accounting requires us to book them as losses through our
income statement, we would expect only a proportion of these
impairments eventually to turn into defaults, and some of the
impaired securities to recover in price over time.

In considering potential future losses for Jackson, it is essential
to examine the key components of the debt portfolio. As at 
31 December 2008, 93 per cent of Jackson’s total debt portfolio
of £24 billion consisted of investment grade securities and
seven per cent were high yield. To put potential future losses in
context, global annual default rates over the past 50 years have
averaged 0.5 per cent for investment grade and 10 per cent for
high yield. Historically, the highest global annual default rates
during a recession have averaged 1.6 per cent for investment
grade and 15.4 per cent for high yield, although not necessarily
in the same year (Source: Moody’s Global Corporate Finance –
February 2008).

Applying peak global annual default rates and making
conservative assumptions for recoveries to our portfolio would
generate losses of approximately £350 million for one year that
could be absorbed by our current IGD surplus as estimated at
31 December 2008.

Unrealised credit losses 
Jackson’s gross unrealised losses moved from £439 million at
31 December 2007 to £3,178 million at 31 December 2008.
This change was largely due to a market-wide re-pricing of 
risk and not to specific problems within Jackson’s portfolio. 
The entire market for fixed income securities has been re-priced
downwards from historically tight spreads of approximately
100 bps during the first half of 2007 to historically wide spreads
of over 640 bps on investment grade paper at the end of 2008.
Wider credit and liquidity spreads are causing the average
investment grade security to trade around the mid to high 
80s as a percentage of nominal value. Unrealised losses on
securities priced at less than 80 per cent of face value were
£1.9 billion at 31 December 2008. It is our intention to hold
these fixed income securities to maturity – an approach, 
which in economic terms limits the impact of the current
market dislocation.

Jackson’s unrealised losses rose in the fourth quarter by 
£1.3 billion as credit spreads moved to all-time highs and bond
prices to all-time lows. It is important to bear in mind that in 
the increase of £1.3 billion in the fourth quarter of 2008, about
£446 million is directly due to the depreciation of sterling
against the US dollar. We believe that the accounting impact 
of these unrealised losses significantly overstates the risk of
economic losses on our portfolio at current price levels.

Insurance risk
The processes of determining the price of our products and
reporting the results of our long-term business operations
require us to make a number of assumptions. In common with
other industry players, the profitability of our businesses
depends on a mix of factors including mortality and morbidity
trends, persistency, investment performance, unit cost of
administration and new business acquisition expenses.

37

 
Risk and capital management
continued

For example, the assumption that we make about expected
levels of mortality is particularly relevant for our UK annuity
business, where in exchange for their accumulated pension
fund pension annuity policyholders receive a lifetime
guaranteed payment. We conduct rigorous research into
longevity risk using data from our substantial annuitant
portfolio. As part of its pension annuity pricing and reserving
policy, Prudential UK assumes that current rates of mortality
continuously improve over time, at levels based on adjusted
data from the Continuous Mortality Investigations (CMI)
projections published by the Institute and Faculty of Actuaries. 

Prudential’s persistency assumptions reflect recent experience
for each relevant line of business, and any expectations of
future persistency. Where appropriate, allowance is also made
for the relationship – either assumed or historically observed –
between persistency and investment returns, and for the
resulting additional risk.

Liquidity risk
We remain comfortable with our liquidity position both at
holding and subsidiary company level. The holding company
has significant internal sources of liquidity which are sufficient
to meet all of our requirements for the foreseeable future
without having to make use of external funding. In aggregate
our Group has £2.1 billion of undrawn committed facilities, of
which we have recently renewed £1.4 billion of the undrawn
syndicated committed banking facility for a further three 
years as well as renewing the £500 million securities lending
back-up facility.

Non-financial risk
Prudential is exposed to operational, business environment
and strategic risk in the course of running its businesses. 
We process a large number of complex transactions across
numerous and diverse products, and are subject to a number
of different legal and regulatory regimes. We also have a
significant number of third-party relationships that are
important to the distribution and processing of our products,
both as market counterparties and as business partners. More
detail on the risk factors that may affect Prudential’s operating
results and financial condition, and accordingly the trading
price of our shares, is provided under Additional Information
on pages 360 to 363.

We use quantitative analysis of operational risk exposures
material to the Group to inform our decisions on the overall
amount of capital held and the adequacy of the corporate
insurance programme.

Capital management
Regulatory capital
Group regulatory capital (IGD)
Prudential is subject to the capital adequacy requirements of
the Insurance Groups Directive (IGD) as implemented by the
Financial Services Authority (FSA) in the UK. The IGD pertains
to groups whose activities are primarily concentrated in the
insurance sector.

The IGD capital adequacy requirements involves aggregating
surplus capital held in our regulated subsidiaries, from which
Group borrowings, except those subordinated debt issues that
qualify as capital, are deducted. No credit for the benefit of
diversification is allowed for under this approach. The IGD test
is passed when this aggregate number is positive. A negative
result at any point in time is a notifiable breach of UK regulatory
requirements. 

Our capital position is strong, driven by our prudent but
proactive risk management. Our IGD capital surplus is
estimated at £1.7 billion before allowing for the 2008 final
dividend, giving a solvency ratio of 162 per cent. This is
composed of our IGD surplus at 31 December 2008 estimated
at £1.4 billion, and in addition £0.3 billion that the FSA has
subsequently allowed us to include in our IGD surplus going
forward, as a result of an innovative structure we have
developed. Our IGD capital surplus on a consistent basis 
(i.e. before allowing for a dividend) at the end of 2007 and 
at the end of the third quarter 2008 stood at £1.9 billion and 
£1.4 billion respectively. The movement from £1.9 billion at 
31 December 2007 to the estimated £1.7 billion benefited 
from the £0.3 billion allowed by the FSA. The remaining
decrease of £0.5 billion in 2008 comprises net earnings of 
£0.8 billion, management actions of £0.6 billion and positive
foreign exchange movements of £0.2 billion, offset by the
2007 final dividend of £0.3 billion, market related risk of 
£0.4 billion, strengthening of UK credit reserves of £0.8 billion
and £0.6 billion of credit related impairments and default losses
in the US.

The £0.3 billion additional IGD capital reflects our ability to
realise a portion of the shareholders’ economic interest in the
future transfers from the UK with-profits fund, which in total
was worth £1.7 billion at 31 December 2008. Going forward,
we have the opportunity to develop similar transactions,
enabling us to access more of the residual £1.4 billion if we
decide to do so.

We have been able to maintain a stable IGD position in
challenging markets. The options we have to manage available
and required capital can be classified into increasing available
capital and reducing required capital. 

38

Prudential plc Annual Report 2008

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Capital allocation
Prudential’s approach to capital allocation takes into account a
range of factors, especially risk adjusted returns on capital, the
impact of alternative capital measurement bases (accounting,
regulatory, economic and ratings agency assessments), tax
efficiency, and wider strategic objectives. 

We optimise capital allocation across the Group by using 
a consistent set of capital performance metrics across all
business units to ensure meaningful comparison. Capital
utilisation, return on capital and new business value creation
are measured at a product level. The use of these capital
performance metrics is embedded into our decision-making
processes for product design and product pricing.

Our capital performance metrics are based on economic
capital, which provides a view of our capital requirements
across the Group, allowing for realistic diversification benefits.
Economic capital also provides valuable insights into our risk
profile and is used both for risk measurement and capital
management. 

Stress testing
We use regular stress testing and sensitivity analysis to monitor
the robustness of the Group’s regulatory and economic capital
position.

Stress testing has been carried out to assess the resilience of
the Group’s regulatory capital position (IGD) to withstand
significant further deterioration in market conditions. The
findings include:

• An instantaneous further 40 per cent fall in equity markets
from 31 December 2008 levels would reduce the IGD
surplus by £350 million; 

• a 150bps reduction (subject to a floor of zero) in interest rates
from 31 December 2008 would reduce the IGD surplus by
£300 million (the effect would be less following completion of
the sale of our Taiwan legacy agency book); and

• credit defaults of 10 times the expected level would have 
an impact of £500 million in excess of the annual reserve
release.

We also test the impact of a range of ‘shock’ scenarios on the
Group’s regulatory and economic capital. The scenarios for this
testing are selected using both in-house views and external
assessments such as the FSA’s annual Financial Risk Outlook.
The purpose is to assess the resilience of the Group’s capital
position to a range of key threat scenarios.

Our ability to access more of the shareholder economic 
interest in the with-profit fund up to a level of £1.4 billion, 
and our ability to access to future profits on other in-force 
business through financial reinsurance are examples of 
how we have the potential to increase available capital.

We can also manage our required capital through both the
level and the mix of new business and by maintaining pricing
discipline. We have employed and will continue to employ
other risk mitigation strategies such as hedging and
reinsurance when necessary.

In addition to this strong capital position, the total credit
reserve for the UK shareholder annuity funds was £1.4 billion
at the end of the year. We have increased this credit reserve 
by £0.8 billion in 2008 and it is equivalent to 80bps per annum
over the lifetime of the assets. This reserve would allow us to
withstand a repeat of the average Moody’s default experience
during the Great Depression, occurring every year throughout
the life of the book.

On 20 February 2009 we announced that we have entered 
into an agreement to transfer the assets and liabilities of our
agency distribution business in Taiwan to China Life Insurance
Company Ltd (Taiwan) pending regulatory approval. The
business to be transferred includes Prudential’s legacy interest
rate products in Taiwan, and the agreement is significantly
value enhancing for the Group. On completion the transfer 
will give rise to a net increase in the Group’s IGD surplus of
approximately £0.8 billion, further strengthening our already
robust capital position. 

These factors, together with our Group’s strong underlying
earnings capacity, our established hedging programmes 
and our additional areas of financial flexibility, position us to
withstand possible significant further deterioration in market
conditions (see also Stress testing). 

Solvency II
The European Union (EU) is developing a new solvency
framework for insurance companies, referred to as ‘Solvency
II’. The application of Solvency II to international groups is 
still unclear and there is a risk of inconsistent application in
different EU member states, which may place Prudential 
at a competitive disadvantage to other European and 
non-European financial services groups. 

Like Basel II in the banking industry, the new approach is
expected to be based on the concept of three pillars –
minimum capital requirements, supervisory review of firms’
assessments of risk, and enhanced disclosure requirements.
However, the scope is wider than Basel II and will cover
valuations, the treatment of insurance groups, the definition 
of capital and the overall level of capital requirements.

A key aspect of Solvency II is that the focus on risks and capital
requirements will be aligned more closely with economic
capital methodologies. Solvency II will encourage companies
to improve their risk management processes and may allow
companies to make use of internal economic capital models 
if approved by the local Regulator.

39

 
Risk and capital management
continued

Capital base
Capital structure 
Prudential Group’s capital on an EEV basis consists of 
£14,956 million of shareholders’ funds and net core debt 
at market value after cash and short-term investments of 
£818 million, and includes £1,250 million of holding company
subordinated long-term and perpetual debt.

Subordinated – or ‘hybrid’ – debt is debt capital which has
some equity-like features, and which would rank below other
senior debt in the event of a liquidation. These characteristics
mean hybrid debt can be treated as capital for FSA regulatory
purposes. All of our Group’s hybrid debt which qualifies under
the FSA’s definition is held at Group level. As a result, it is taken
as capital into the parent solvency test under the IGD.

Following the implementation of the IGD, raising our 
long-term debt in hybrid form benefits us from a regulatory
capital standpoint. We intend to do this by taking advantage 
of favourable market conditions as they arise.

The balance sheet includes unallocated surplus for the 
PAC with-profits fund that has yet to be allocated either to
policyholders or shareholders. These assets are not generally
available to the Group, other than as they emerge through 
the statutory transfer of the shareholders’ share of the surplus
as declared from the fund over time. The EEV shareholders’
equity reflects the value of future shareholder cash flows 
from in-force business. In determining these cash flows, the
shareholders’ interest is derived by increasing final bonus rates
so as to exhaust the surplus over the lifetime of the in-force
with-profits business, other than in extreme scenarios where
the excess cost of meeting policyholder claims is fully
attributed to shareholders.

Shareholders’ borrowings and financial flexibility
The core structural borrowings of our shareholder-financed
operations at 31 December 2008 totalled £2,958 million on an
IFRS basis, compared with £2,492 million at the end of 2007.
The increase during the year reflected exchange conversion
losses amounting to £468 million predominantly on our long-
term borrowings of ¤500 million, US$1 billion, US$300 million,
US$250 million and US$250 million surplus notes .

After adjusting for holding company cash and short-term
investments of £1,165 million, our net core structural
borrowings at 31 December 2008 were £1,793 million,
compared with £1,036 million a year earlier. The increase 
on the 2007 figure reflected net cash inflows of £54 million,
exchange conversion losses of £816 million including the 
£468 million on long-term borrowings identified above, 
and £354 million in respect of a US$2 billion net investment
hedge of the currency exposure of the net investments in 
the US operations.

Our core structural borrowings at 31 December 2008 included
£1,761 million borrowed at fixed rates of interest, with maturity
dates ranging from 2009 to perpetuity. A significant proportion
– amounting to £1,232 million – of the core borrowings was
denominated in US dollars, in order to provide partial hedging
of the currency exposure arising from our Group’s investment
in Jackson.

We have also put in place an unlimited global commercial
paper programme. As at 31 December 2008, commercial
paper totalling £278 million, US$916 million, ¤359 million 
and CHF10 million has been issued under this programme. 
We also have a £5,000 million medium-term note (MTN)
programme, under which the outstanding subordinated 
debt at 31 December 2008 was £435 million and ¤520 million,
while the senior debt outstanding was £200 million and 
US$12 million. 

In addition, our holding company has access to £1,600 million
of committed revolving credit facilities, provided by 15 major
international banks, and renewable between December 2010
and February 2012; and an annually renewable £500 million
committed securities lending liquidity facility. Apart from a small
drawdown to test the process, these facilities were not drawn
on during the year, and there are no amounts outstanding
under the committed credit facilities at 31 December 2008.
The commercial paper programme, the MTN programme, 
the committed revolving credit facilities and the committed
securities lending liquidity facility are all available for general
corporate purposes and to support the liquidity needs of our
holding company.

Balance sheet structure (EEV basis)

Long-term business
Other business including fund 

management
Other net liabilities

Financed by:
Equity shareholders’ funds
Perpetual preferred securities
Subordinated debt
Senior debt
Cash and short-term investments

2008 £m

2007 £m

14,633

13,939

1,642
(501)

1,677
(143)

15,774

15,473

14,956
513
737
733
(1,165)

15,774

14,600
679
817
833
(1,456)

15,473

40

Prudential plc Annual Report 2008

During 2008, our risk management and mitigation initiatives
resulted in the rebalancing of the Group’s USD hedge to reflect
our exposure to IGD regulatory surplus held in USD. Since the
year-end we have also implemented additional equity hedging
in Jackson to reduce the exposure to further falls in the level of
the S&P index. A wide range of capital management initiatives
and risk mitigation options remain available to the Group to
manage the IGD capital position. These include the use of
reinsurance and similar structures to crystallise the value of
future cash flows, the implementation of further hedging
strategies, and taking steps to conserve and/or release capital.

We have contingency plans in place for a range of operational
risk scenarios, including incident management and business
continuity plans. As a contingency plan for liquidity risk, the
Group has arranged access to committed revolving credit
facilities and committed securities lending facilities.

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We manage our Group’s core debt within a target level
consistent with our current debt ratings. At 31 December
2008, the gearing ratio (debt, net of cash and short-term
investments, as a proportion of EEV shareholders’ funds 
plus debt) was 10.7 per cent, compared with 6.6 per cent 
at 31 December 2007.

Prudential plc has strong debt ratings from Standard & Poor’s,
Moody’s and Fitch. Prudential’s long-term senior debt is 
rated A+ (stable outlook), A2 (stable outlook) and AA- (stable
outlook) from Standard & Poor’s, Moody’s and Fitch, while
short-term ratings are A-1, P-1 and F1+.

The financial strength of PAC is rated AA+ (negative outlook)
by Standard & Poor’s, Aa1 (rating under review for possible
downgrade) by Moody’s and AA+ (stable outlook) by 
Fitch Ratings.

Jackson’s financial strength is rated AA (stable outlook) by
Standard & Poor’s and A1 (stable outlook) by Moody’s.

Risk mitigation and hedging
We manage our actual risk profile against our tolerance 
of risk. To do this, we maintain risk registers that include 
details of the risks we have identified and of the controls 
and mitigating actions we employ in managing them. Any
mitigation strategies involving large transactions – such as 
a material derivative transaction – are subject to scrutiny 
at Group level before implementation.

We use a range of risk management and mitigation strategies.
The most important of these include: adjusting asset portfolios
to reduce investment risks (such as duration mismatches or
overweight counterparty exposures); using derivatives to
hedge market risks; implementing reinsurance programmes 
to limit insurance risk; implementing corporate insurance
programmes to limit the impact of operational risks; and
revising business plans where appropriate.

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more:opportunity

42

Prudential plc Annual Report 2008

The opportunity in Asia continues to be a powerful
driver of growth for the Group with a fast-growing
middle class, continuing economic growth and
increasing demand for retirement savings. Over the
past 90 years we have built an unparalleled business
in the region. Today our business in Asia has over 
11 million customers, an unrivalled regional network
of 425,000 agents, and market-leading positions 
in the most populous and vibrant economies. 

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Business unit review
Insurance operations
Asia

A
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‘Prudential is one of Asia's market 
leaders and our strategy is designed to 
further strengthen this position and drive
outperformance in terms of delivering
sustainable and profitable scale.’

Barry Stowe
Chief Executive 
Prudential Corporation Asia

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Prudential plc Annual Report 2008

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Prudential was an early mover in recognising the
long-term growth potential in Asia. Leveraging a
foothold established in the 1920s, we have created 
an unparalleled business in the region that holds
market-leading positions in the world’s most
populous and dynamic economies.

As a result Prudential already has over 11 million customers 
in Asia. Distribution is predominantly through tied agents, 
and we have built up one of the region’s largest agency 
forces numbering some 425,000 at 31 December 2008. 
We complement our agency distribution in the region with 
a number of distribution agreements with leading banks and
brokers. Prudential is a pioneer in capital efficient unit linked
products in Asia, and is particularly strong in the regular
premium savings sector. More recently we have increased 
our focus on higher-margin protection products, both as 
riders to savings policies and standalone.

Prudential’s operations in Asia are unified under the Prudence
face icon, which retains a consistently high recognition rate,
outperforming other financial service companies in the region.
We operate distinct life insurance businesses in 12 markets.
These are all managed by local teams with strategic leadership
and technical support provided by the regional team (based 
in Hong Kong). Every opportunity is taken to leverage
synergies and best practices around the region, and from 
the wider Prudential Group, particularly in areas such as
product development, channel distribution and asset liability
management. The Asian businesses operate with common
principles and within a regionally managed risk framework. 
We consistently win industry awards for the quality of our
operations in Asia, including our customer service. 

Underpinning Prudential’s success in the region is the 
breadth and depth of our management teams and staff. 
These comprise a combination of market-leading 
international specialists and the very best local talent. 

Our current strategy in Asia is to leverage our platform to
generate further shareholder value by continuing to increase
the scale of our operations. This is reflected in the following
strategic commitments: further increasing agency scale and
productivity, continuing to build distribution through
partnerships, sharpening the focus on health and protection
products, developing segmented retirement solutions and
strengthening customer relationships.

Although externally the highest profile measure of success 
is new business volumes and how this translates into market
share, Prudential’s internal focus is on EEV NBP. Our business
in Asia maintains strict financial disciplines to ensure that there
is always a strong correlation between business volumes 
and the value generated, as reflected in the shareholders’

embedded value metrics. As the scale of our business in Asia
continues to increase, as evidenced by premium revenues of
£5.5 billion in 2008, there is a greater focus on demonstrating
the emergence of this value in terms of distributable IFRS
profits and cash. Given the current economic climate, a
thorough review has been undertaken of all the operations’
solvency positions from the local regulatory and the IGD
perspectives. Optimising capital efficiency from the Group’s
perspective has always been a priority, but with the worldwide
collapse of market valuations and interest rates we paid
particular attention to this during 2008.

Initiatives in 2008
Agency
During the year, Prudential increased its average number of
agents in the Asia region by 21 per cent to 425,000, with the
largest increases in Indonesia (up 43 per cent to 57,000) and
India (up 21 per cent to 287,000). With the exception of
Thailand, all of our Asian operations expanded their agency
forces during 2008.

The challenging economic environment did suppress 
industry-wide agency productivity in terms of APE per agent 
in 2008. Our average productivity was 21 per cent lower than
in 2007. The main driver of this decline was lower average case
size, which fell by 12 per cent due to the tougher economic
climate and higher proportions of (highly profitable) health and
protection business. However, the average number of cases
per active agent per month was only marginally lower in 2008
than in 2007 – a performance that reflects the resilience of our
agency force in a depressed market.

Disposal of PCA Life Taiwan’s agency business
When Prudential entered the Taiwanese market in 1999,
traditional ‘compulsory dividend’ life policies were the 
only type of savings and protection policy permitted by 
the regulator. These polices are unique to Taiwan and have
claims, guaranteed surrender values and local statutory
reserves calculated on a prescribed actuarial basis, which
includes an underlying interest rate assumption based on 
two-year interest rates at the time the policy is sold. 

Prudential’s acquisition of Chinfon Life included a back book
with interest rate assumptions at around 6.5 per cent and
expected liability duration of 30 to 40 years. Since then interest
rates in Taiwan have declined and – despite economists’
consistent projections of a rise – rates stood at just 1.4 per cent
at 31 December 2008. Provisions required under the local
solvency requirements have been offset by profits generated
from new business, particularly following the introduction 
of unit-linked business in 2002. The net cash strain we
experienced from this back book was running at the rate 
of around £50 million per annum.

Asia

APE sales 
NBP 
NBP margin (% APE) 
NBP margin (% PVNBP)
Total EEV basis operating profit*
Total IFRS operating profit*

2008
£m

1,362
741
54%
10.1%
1,309
321

AER4/8

2007
£m

1,287
643
50%
9.3%
1,042
189

Change
%

6
15

26
70

CER4/8

2007
£m

1,369
693
51%
9.4%
1,135
212

*Based on longer-term investment returns excluding fund management operations, development and regional head office expenses. 

Notes
See page 21.

Change
%

(1)
7

15
51

45

 
Business unit review
Insurance operations
Asia
continued

However, for us as an EU domiciled group we are subject to 
the requirements of the IGD in measuring solvency. For IGD
purposes the liability on the back book is crystallised at around
£800 million, with the potential to increase significantly under
the proposed Solvency II valuation rules. In reviewing the
allocation of capital across the Group, we saw an opportunity
to materially improve our capital position by releasing the
economic capital supporting the agency distribution business.
Therefore on 20 February 2009, we announced that we had
agreed to transfer the assets and liabilities of the agency
distribution business in Taiwan, including the capital
consuming back book, to China Life Insurance Ltd (Taiwan)
subject to regulatory approval. The transfer will include all
policies previously issued by agency, the agency contracts 
and the agency related support operations. Upon completion
there will be a one-off negative IFRS impact of approximately
£595 million after restructuring costs. Free surplus for Life and
asset management business at 31 December 2008 including
Taiwan was £859 million and £1.8 billion excluding it.

We will continue to be an active and committed player in 
the Taiwanese life insurance market through our successful
bancassurance, direct marketing and other non-agency
distribution channels. Bank and direct sales accounted for 
29 per cent of our new business in Taiwan in 2008. 

Partnership
Our bank distribution strategy is heavily influenced by our
agency competencies, since we do not simply rely on bank
counter staff to promote insurance products, but also deploy 
a highly-trained and specialised sales force sitting in the bank
branches. These Financial Service Consultants (FSCs) are
managed in a very similar way to the agency force; they are
accountable for high standards of quality and productivity 
and they are rewarded for results. There were 8,900 FSCs at 
31 December 2008 up 11 per cent on prior year and during 2008
FSCs generated 81 per cent of the region’s bank new business.

During 2008 and in early 2009 we expanded and extended 
our successful bank distribution agreement with Standard
Chartered Bank (SCB). We now work with SCB in nine
markets1 and are currently exploring further opportunities for
protection and Takaful products. SCB Taiwan had a particularly
impressive fourth quarter, and Prudential’s overall new business
from SCB in Asia increased by 35 per cent during 2008. 

Total new business from the bank channel grew by 
27 per cent during 2008 and accounted for 20 per cent of total
new business. 

Health and protection
Prudential is implementing a structured and disciplined
approach to expanding its health and protection business 
in Asia. A new regional team has been formed with sales
management, product development, underwriting, claims,
operations and business development expertise. Underwriting
processes have been re-engineered to improve customer

service; claims turnaround is now more efficient; and quotation
systems have been upgraded to alert agents to appropriate
health riders as attachment opportunities to augment core
products.

With this foundation in place, innovative products, tailored for
each market are being rolled out. For example, in the fourth
quarter of 2008 our business in Malaysia launched a critical
illness plan that pays the full sum assured for up to three claims,
with cover until age 85. Over 2,000 polices were sold within
the first month.

Critical factors in our success in health and protection, 
include integrating the product initiatives with the distribution
channels, and tailoring sales support activities to the agency,
bank and direct channels. For example, health products have
been incorporated into agency incentive programmes, and a
standalone health care product was launched into the SCB
channel with simplified underwriting and compelling media
campaigns to capture direct business and provide leads for
other channels.

During 2008 new business APE was up 34 per cent, reflecting
these products’ particular suitability to challenging economic
conditions, with their emphasis on protection rather than
savings and their lower average premiums. The results from
India (up 259 per cent) and Malaysia (up 49 per cent) were
particularly encouraging.

Retirement
Like the West, Asia has rapidly ageing populations and a
growing need for financial advice and products to help people
save for retirement, secure an income during retirement and
protect their financial well being throughout life.

Prudential has already taken a lead in raising the awareness 
of the need for retirement financial planning through the
‘What’s Your Number?’ campaigns, and the retirement
planning message continues to be reinforced through fully
integrated marketing and promotional materials. For example,
our websites in Hong Kong, Taiwan, Malaysia and Korea now
include retirement calculators. 

Although market conditions have not been conducive to major
new initiatives in the retirement space during 2008, Prudential
continues to develop and launch new retirement orientated
products. For example, in Korea and Malaysia we launched
variable annuity products that provide a guaranteed minimum
income on retirement.

Financial performance
In 2008, Prudential delivered new business APE of 
£1,362 million in Asia, representing growth averaging 
six per cent over 2007. Although some official market 
statistics are not yet available, Prudential estimates that it 
is the leading foreign company or joint venture in seven 
of its 12 life markets. Prudential grew market share in 
six of our 12 countries during 2008.

Note
1

Hong Kong, Singapore, Malaysia, Taiwan, Japan, Korea, Thailand, 
China, Vietnam.

46

Prudential plc Annual Report 2008

Indonesia was the strongest performer, with new business 
APE rising by 45 per cent, followed by China and Malaysia, 
up 31 per cent and 24 per cent respectively. Market conditions
were challenging in all markets and especially so in Korea,
Taiwan and Singapore where sales fell by 15 per cent, 
12 per cent and 11 per cent respectively. 

The industry in Korea saw a shift away from variable unit-
linked products, and towards risk-based and interest-sensitive
products. PCA Life Korea, however, remained diligently
focused on value not volume. In Taiwan, Prudential had a 
very successful retirement campaign launch in May and June
2007 that was not repeated in 2008. However, there was
encouraging momentum, particularly in the bank distribution
channel in the final quarter with sales up 83 per cent over the
third quarter of 2008. In Singapore regular premium sales were
resilient and remained at the same level as 2007, but total APE
was depressed by lower single premium sales, following
changes to the Central Provident Fund rules. 

Total new business profits increased by 15 per cent as the
average profit margin increased from 50 per cent to 54 per
cent. This profit enhancement was mainly due to changes in
product mix, country mix and economic assumptions. Of the
six markets we disclose separately, five (China, Hong Kong,
India, Indonesia and Taiwan) reported increases in new
business profit margins compared with 2007. 

Total EEV operating profit from long-term business at £1,309
million increased by 26 per cent compared to 2007. In-force
embedded value profits in Asia rose to £568 million in 2008, 
an increase of 42 per cent from 2007. In-force profit in 2008
was driven by the unwind of discount of £434 million, net
assumption changes of £135 million, and net experience
variances of £(1) million. The net positive assumption changes
were driven by persistency assumptions for Singapore, Hong
Kong and Malaysia reflecting recent experience of reduced
lapse rates. These were offset by changes in Taiwan and Korea
mainly relating to premium holidays and expense assumption
changes, together with mortality and morbidity assumption
changes in Singapore, Taiwan and Hong Kong and a decrease

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in corporation tax in Indonesia. All operations saw positive
experience variances on mortality but these were offset by
negative persistency experience in Korea. 

The IFRS operating profit for long-term business increased
from £189 million in 2007 to £321 million in 2008. In Indonesia
the results increased from £35 million to £55 million whilst in
the established operations (Singapore, Hong Kong and
Malaysia) the growth was more muted, growing from 
£153 million to £162 million. 

In Korea the loss of £13 million in 2007 improved to a profit of
£12 million in 2008, principally due to a local regulatory change
in accounting basis for acquisition costs. 

India posted a loss of £6 million, before charging development
expenses related to the investment in the agency force. The
result also reflects that as the business matures it is appropriate
to now defer and amortise acquisition costs, resulting in a
benefit of £19 million.

In Taiwan, where the IFRS basis of reporting reflects US GAAP
for the insurance assets and liabilities of the business the result
increased by £15 million to £60 million. The result for other
operations increased from £12 million to £38 million reflecting
mainly reserve releases in the Japanese operation.

Each operation has a target for IRR on new business of at least
10 percentage points above the relevant country risk discount
rate, which varies across Asia from three per cent to 17 per cent.
Our aggregate IRR in Asia remained in excess of 20 per cent 
in 2008.

Barry Stowe
Chief Executive 
Prudential Corporation Asia

Outgrowing the region by 2.5 times1

Country

Market share

Rank

Indonesia 

Singapore 

Vietnam 

Malaysia 

China2 

India 

Hong Kong 

Philippines 

Taiwan 

Thailand 

Korea 

1  Weighted by country mix excluding Japan.
2  Foreign Companies only.

1st

1st

1st

n/a

2nd

2nd

2nd

4th

8th

10th

14th

2008 annual premium equivalent
APE £1,362m  %

Taiwan

Other*
4

15

China
3

15

Hong Kong

Singapore

8

Malaysia

7

For position only
15

India

17

13

3
Japan
*Vietnam, Thailand and Philippines.

Korea

Indonesia

47

 
 
 
 
 
 
 
 
 
 
 
 
more:innovation

48

Prudential plc Annual Report 2008

The US remains the largest retirement market 
in the world. Innovation in product design and 
speed to market continue to be key drivers of
Jackson’s competitive advantage – demonstrated 
by its ability to anticipate, and respond quickly, 
to the increased demand for fixed annuities as
customers became more risk averse in response 
to market turmoil.

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49

 
Business unit review
Insurance operations
United States

U
S

‘The success in the market place of 
Jackson continues to be driven by our 
industry-leading distribution organisation 
and product innovation, coupled with our 
sound evaluation of product economics.’

Clark Manning
President and Chief Executive Officer
Jackson National Life Insurance Company

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Prudential plc Annual Report 2008

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Innovation 
Innovation in product design and speed to market continue 
to be key drivers of Jackson’s competitiveness in the variable
annuity market. High-quality and cost-effective technology 
has allowed Jackson to offer a comprehensive product
portfolio that can be customised to meet the needs of
individual customers. We offer products on an unbundled
basis, enabling customers to select those benefits that meet
their unique financial requirements and to pay only for those
benefits they truly desire. In our view, leveraging this
advantage is a more sustainable long-term strategy than
competing on price – Jackson will not sacrifice product
economics for a short-term increase in market share.

In 2008, Jackson maintained its track record of continued
product innovation by enhancing our variable annuity 
offering with the addition of three new guaranteed minimum
withdrawal benefits (GMWB) and eight new portfolio
investment options. We also introduced two fixed annuity
products designed specifically for the bank channel, and a
fixed index annuity that offers a choice between two market
indexes and two contract lengths.

Customer Service
Inevitably, the difficult market conditions in 2008 resulted 
in higher call volume to our service centres. Despite this
increased workload, we once again demonstrated the ability 
to service investors’ and advisers’ needs accurately and
efficiently, by earning recognition as a World Class service
provider in the Service Quality Measurement Group’s (SQM)
latest benchmarking study of North American service centres.
Historically, only five per cent of service centres receive World
Class designation, but 2008 marked the fourth year that
Jackson has achieved World Class status. We also earned
SQM’s ‘Highest Customer Satisfaction by Industry’ award for
having the highest rate of customer satisfaction in the financial
services industry. 

In 2008, the FRC Adviser Insight Series on Marketing
Effectiveness found that Jackson was rated as number one 
in ‘Sales Support Satisfaction’, and was the only VA provider
rated in the top 10 for ‘Overall Satisfaction’ among advisers.

The United States is the world’s largest retirement
savings market, and is continuing to grow rapidly. 
As 78 million baby boomers1 reach retirement 
age, their retirement assets will shift from asset
accumulation to income distribution. There are
already $2 trillion of assets generating retirement
income in the US – and this amount is forecast to 
rise to some $7.3 trillion by 2029.2

During 2008, the US financial services industry faced an
unprecedented array of challenges: the S&P 500 index fell by
38.5 per cent (compared to a 3.5 per cent increase in 2007);
governmental interest rates fell to historic lows; and global
markets experienced a significant increase in volatility,
particularly during the last four months of the year. In addition,
credit markets seized and global credit spreads widened to
historic levels. As a result of these conditions, many financial
service businesses sought to raise new capital in order to
maintain their solvency. 

These factors caused uncertainty in the market, as consumers
and producers tried to anticipate future equity movements and
questioned the financial stability of product providers. At the
same time, however, increasing credit spreads and falling
equity markets created favourable market conditions for 
the sale of fixed annuities. These developments provided 
a competitive advantage to companies able to participate 
in both the variable and fixed annuity spaces. 

Initiatives in 2008
Distribution
The success in the marketplace of Prudential’s US business,
Jackson, continues to be driven by our industry-leading
distribution organisation and product innovation, coupled with
our sound evaluation of product economics. Our long-term
goals for Jackson include the continued and profitable
expansion of our share of the US annuities and retail asset
management markets, which we plan to achieve by building 
on our advantaged position in the advice-based distribution
channels. Ongoing profitable growth in Jackson’s share of 
the US annuities market largely depends on the continued
enhancement and expansion of our existing product offering,
increased penetration of existing distribution channels and
entry into new distribution channels, as well as opportunistic
inorganic growth.

Notes
1
2

Source: US Census Bureau
Source: Tiburons Strategic Advisers, LLC

United States

APE sales 
NBP 
NBP margin (% APE) 
NBP margin (% PVNBP)
Total EEV basis operating profit*
Total IFRS operating profit*

2008
£m

716
293
41%
4.1%
586
406

AER4

CER4

2007
£m

671
285
42%
4.3%
627
444

Change
%

7
3

(7)
(9)

2007
£m

724
308
43%
4.3%
678
480

*Based on longer-term investment returns excludes broker-dealer, fund management and Curian. 

Note
See page 21.

Change
%

(1)
(5)

(14)
(15)

51

 
Business unit review
Insurance operations
United States
continued

Financial performance
Jackson delivered record total APE sales of £716 million in
2008, representing a seven per cent increase over 2007, 
during a year when the industry faced numerous challenges.
While admittedly aided by exchange rate movements during
the year, APE retail sales in 2008 were £596 million, the highest
level in the company’s history. This achievement continues to
demonstrate the resilience of Jackson’s business model and
the importance of diversification within our product portfolio.

Variable annuity APE sales of £349 million in 2008 were down
23 per cent from 2007, reflecting continued volatility in US
equity markets and intense price competition. Throughout the
year, we maintained our disciplined approach to the pricing of
our variable annuities. In the first three quarters of 2008, we
ranked fourth in variable annuity net flows in the US, and
experienced a very low level of outflows as a proportion of
inflows compared to the rest of the industry. During the fourth
quarter, Jackson’s quarterly VA sales declined by six per cent
from the third quarter (at CER) due to the severe equity market
disruption, compared to an industry decline of 12 per cent.3

Fixed annuity APE sales of £172 million were up 202 per cent
over 2007, reflecting our ability to meet changing customer
demands through the company’s diversified product portfolio.
We ranked sixth in sales of traditional deferred fixed annuities
during the first three quarters of 2008, with a market share of
five per cent, up from 10th as at year-end 2007.

Note
3 Morningstar, Inc.

Jackson VA new business sales 
and market share

Fixed index annuity (FIA) APE sales of £50 million in 2008 were
up 11 per cent over 2007. In late 2007, we introduced a new
FIA product for the independent broker-dealer channel and, in
April 2008, launched a new FIA for the bank channel. Our new
FIA products have been very well received by advisers and
helped drive the year-on-year increase in FIA sales.

Our retail annuity net flows increased by six per cent, reflecting
continued low levels of surrender activity.

Institutional APE sales of £120 million in 2008 were up 28 per
cent on 2007, as we continued to participate in this market on
an opportunistic basis.

EEV basis new business profits of £293 million were three per
cent higher than in 2007, reflecting a seven per cent increase 
in APE sales, offset to some extent by a shift in the mix of
business away from variable annuities. Total new business
margin was 41 per cent, slightly below the 42 per cent
achieved in 2007.

The variable annuity new business margin increased from 
42 per cent in 2007 to 43 per cent in 2008, with the negative
impact of reduced 10-year Treasury rates on expected return
and the risk discount rate being offset by the effect of a number
of positive operating changes.

0

2

4

4.7

3.6

3.2

2008

2007

2006

2005

2004

2003

2002 2.0

2001 1.1

2000 2.6

1999 1.9

1998 0.9

8

10

US$bn

9.1

6

6.5

7.0

Diversification of earnings has improved 
dramatically since 2004  %

FY08

FY07

FY06

FY05

FY04

0

1

2

3

4

5

%

0

20

40

60
60

80

%

VA new sales US$bn

VA market share %

Life products
Annuity spread products 
(FA, FIA and GIC)

Fee based products
(VA and Mutual fund)
Corporate and other

52

Prudential plc Annual Report 2008

At 31 December 2008, Jackson had more than £52 billion in US
GAAP assets, including £15 billion in separate account assets.
Through the first eight months of 2008, our separate account
assets were an average of £112 million higher than during the
same period of 2007, reflecting continued sales and limited
fund value losses. As a result, our earnings from fee-based
products increased during 2008.

Jackson recorded impairment write-downs and credit related
losses of £624 million in 2008. Gross unrealised losses moved
from £439 million at 31 December 2007 to £3,178 million at 
31 December 2008. This is discussed in greater detail in the
Risk and Capital Management section on page 37.

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Clark Manning
President and Chief Executive Officer
Jackson National Life Insurance Company

The fixed index annuity new business margin increased from
26 per cent in 2007 to 53 per cent in 2008, primarily as a result
of an increased spread assumption and changes in economic
assumptions. The spread assumptions increased from 190
basis points for 2007 issues to 220 basis points for 2008 issues,
with an associated risk margin of 17 per cent. The FIA margin
increased by nine per cent as a result of the 180 basis points
reduction in the risk discount rate and the combined impact 
of declining interest rates and widening spreads in 2008.

The fixed annuity new business margin increased from 
28 per cent to 37 per cent, primarily as a result of a decrease 
in the risk discount rate, partially offset by our refinement 
of assumptions about policyholder behaviour.

The new business margin on institutional business declined
from 58 per cent in 2007 to 26 per cent in 2008, due to the
combined effects of shorter average maturity and a lower
discount rate. 

Total EEV basis operating profit for the long-term business 
in 2008 was £586 million, compared to £627 million in 2007. 
In-force EEV profits of £293 million were 14 per cent below 
the 2007 profit of £342 million. Experience variances were 
£40 million lower in 2008 at AER, due primarily to a smaller
spread variance. 

IFRS operating profit for the long-term business was £406 million
in 2008, down by nine per cent from £444 million in 2007.
This decline was primarily due to accelerated DAC
amortisation in the declining equity market, which was 
partially offset by equity hedging gains. 

The aggregate IRR in new business at 18 per cent declined
slightly due to a shift in product mix with variable annuities
accounting for 50 per cent of total sales in 2008 against 
70 per cent in 2007.

Organic capital change  %

110

100

90

80

70

60

50

Dec 07

Mar 08

Jun 08

Sep 08

Dec 08

Industry Top 100

Jackson

S&P500 Index Level

53

 
more:focus

54

Prudential plc Annual Report 2008

Through a disciplined focus on competing
selectively in areas of the retirement savings and
income markets where it can generate attractive
returns, Prudential UK generates significant value 
for the Group and remains a leader in the individual
annuities, corporate pensions and emerging equity
release markets. 

In addition, Prudential UK’s strong with-profits
offering has proved very successful as consumers
look increasingly to protect themselves from market
downturns by investing their savings in an actively
managed, well-run and financially strong fund. 

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Business unit review
Insurance operations
United Kingdom

U
K

‘Prudential UK has a unique combination of
competitive advantages including its longevity
experience, multi-asset investment capabilities,
brand and financial strength. These put us in a
strong position to pursue a value driven strategy.’

Nick Prettejohn
Chief Executive 
Prudential UK and Europe

56

Prudential plc Annual Report 2008

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Prudential UK continues to focus on realising value
from the opportunities created by rapid growth in 
the need for retirement solutions. Our UK business
targets and competes in selected areas of the UK 
pre and in-retirement markets, and during 2008 it
demonstrated considerable resilience and discipline
in a very challenging environment. We remain
confident about the long-term growth prospects
for the UK retirement market.

In 2008, Prudential UK performed strongly against a
challenging background of volatile capital and equity markets,
a declining housing market, and widespread economic
uncertainty. In this environment and with ABI data showing 
a market decline in retail sales of 10 per cent during the year,
our achievement in growing retail sales by 10 per cent was a
particularly strong performance.

The UK is characterised by an ageing population and the
concentration of wealth in the mass affluent and high net 
worth sectors – a combination that positions the retirement
and near-retirement segment as the fastest-growing in the
marketplace. Low savings rates and high levels of consumer
debt, coupled with an increasing shift in responsibility for
providing retirement income away from Government and
employers towards individuals, have resulted in individuals 
in the UK being inadequately provided for during 
increasingly long periods of retirement. 

Prudential UK has a unique combination of competitive
advantages including its longevity experience, multi-asset
investment capabilities, brand and financial strength. These
put us in a strong position to pursue a value driven strategy 
that generates attractive returns across our Retail and
Wholesale businesses. 

Prudential UK has a significant pipeline of internal vestings
annuity business from maturing individual and corporate
pension policies, which is expected to remain at least at the
current level until 2025. It is the largest annuity provider in 
the UK market, with approximately 1.5 million annuities in
payment. Looking forward, the UK annuities market is
expected to grow in the near term, and we expect to 
maintain a significant share of this market. 

Prudential UK’s with-profits business performed particularly
strongly during 2008. With-profits, when invested in an
actively managed, and financially strong fund like Prudential’s,
continues to be an attractive medium to long-term investment,
offering annualised returns which compare favourably with
other investment options. Our UK with-profits fund has
delivered investment returns of 67.2 per cent over 10 years
compared with the FTSE All-share index (total return) of 
12.4 per cent over the same period. 

In Wholesale, Prudential UK’s aim is to participate selectively 
in bulk and back-book buyouts, where we are able to win
business based on our financial strength, superior track 
record and annuitant mortality risk assessment capabilities. 
In the UK wholesale bulk and insurer back-book market, we
are maintaining a strict focus on value, and will only participate 
in transactions that meet our return on capital requirements
based on our view of future longevity improvements. There
continues to be a significant pipeline of potential wholesale
deals but competition remains intense with a number of 
market participants competing for business.

Within corporate pensions, we will continue to look for growth
from our existing DC schemes, refresh our contract-based 
DC proposition, and build our presence through new 
scheme wins. 

Prudential UK remains on track to deliver £195 million of cost
savings by the end of 2010. As announced in Prudential’s 
2007 full-year results, the first phase of our UK cost reduction
programme delivered savings of £115 million per annum. The
agreement with Capita, under which Prudential UK outsourced
a large proportion of its in-force and new business policy
administration, commenced in April 2008 and will ultimately
deliver £60 million per annum of savings. 

Initiatives in 2008
Maintaining leadership position in individual annuities
Prudential UK’s strong internal annuity pipeline is
supplemented by strategic partnerships with third-parties,
where we are the recommended annuity provider for
customers vesting their pensions at retirement. 

In the key area of with-profits annuities, we can bring our 
core manufacturing strengths to bear while also capitalising on
people’s need for protection from inflation through increasingly
long periods of retirement. We have been operating in the UK
with-profits annuity market since 1991 and are now the market
leader with a market share of over 85 per cent. 

In the second half of 2008, Prudential UK introduced lifestyle
rating using postcodes for pricing non-profit individual annuities.
The introduction of lifestyle pricing allows us to price in a
manner more reflective of risks associated with the business
we are writing. 

In the final quarter of 2008, Prudential UK – working in
conjunction with Hannover Re – launched an enhanced
annuity, for which the longevity risk is shared, and which 
uses Hannover Re’s efficient market underwriting model.
The current market for enhanced annuities is estimated to
exceed £1 billion. 

United Kingdom

APE sales 
NBP 
NBP margin (% APE) 
NBP margin (% PVNBP)
Total EEV basis operating profit*
Total IFRS operating profit*

*Based on longer-term investment returns. 

Notes
See page 21.

AER4/8

CER4/8

2008
£m

947
273
29%
3.4%
1,081
589

2007
£m

910
277
30%
3.6%
859
528

Change
%

4
(1)

26
12

2007
£m

910
277
30%
3.6%
859
528

Change
%

4
(1)

26
12

57

 
Business unit review
Insurance operations
United Kingdom
continued

Given the UK’s compulsory annuitisation age of 75, an
increasingly sophisticated consumer population, and the rising
incidence of second careers and semi-retirement as a result of
increasing longevity, the market has seen good growth in the
‘bridge’ between pensions and annuities through income
drawdown products. We launched our new income drawdown
product in late 2007 and achieved sales of £8 million APE in
2008 compared to £3 million in the previous year. This product
helps customers manage their pension through the various
stages of retirement, and also offers flexibility while providing
potential for capital growth.

Building share of the equity release market
Prudential UK entered the equity release market three years
ago, and grew its share of this market to 23 per cent by the 
end of 2008. Investing in property has been an increasingly
important component for many people saving for their
retirement. With around £700 billion owned by pensioners 
in property in the UK, pensioners can consider options such 
as equity release to help deliver an adequate income in
retirement. This is likely to become increasingly important as
people live longer and the cost of living continues to rise. In an
environment of falling house prices and the associated risk of
negative equity, we reduced our maximum loan-to-value ratio,
which impacted sales in the latter part of 2008. We will
continue to maintain a disciplined approach to lending
in this market.

Growing the volume of products that use Prudential’s
multi-asset management expertise 
Prudential UK’s total retail with-profits business has performed
very strongly across a range of products. The strong sales
growth for with-profits bonds reflects the strength of our 
with-profits offering and an increasing demand for this type of
product as consumers increasingly look to protect themselves
from market downturns, especially in an actively managed,
well-run and financially strong fund.

Sales of PruFund, Prudential UK’s unitised and smoothed
investment plan, were particularly strong during the year. Since
October 2008 PruFund has been available across Prudential
UK’s range of tax wrappers, including individual pensions,
income drawdown and onshore and offshore bonds. We also
launched the new PruSelect range of unit-linked funds across
our UK pensions and investments products, more than
doubling the number of funds available. 

The sales growth across Prudential UK’s with-profits range 
has been achieved on the back of sustained strong investment
performance in its Life Fund over a number of years, reflecting
the benefits of its diversified investment policy. We believe this
market will continue to see further growth as investors turn to
trusted and financially strong brands and products offering an
element of capital protection.

Growing other income streams
The PruHealth joint venture uses the Prudential brand and
Discovery’s expertise to build branded distribution in private
healthcare. Since its launch, PruHealth has established itself 
in the marketplace, and it now has 187,000 lives insured. 
The focus for PruHealth going into 2009 is to continue to
increase sales volumes, grow the in-force book and manage
its loss ratio.

PruProtect, which was launched in the third quarter of 2007,
follows the success of PruHealth by applying the Vitality 
points system. PruProtect’s product is focused around a 
core philosophy of helping people become healthier while
protecting and improving the quality of their lives. 

Strengthening relationships with intermediaries
Prudential UK’s intermediaries distribution channel saw
significant growth in 2008. The business increased its field
sales-force with an additional 10 regional sales units, and the
focus is to continue developing deeper and better relationships
with key accounts and through partnership arrangements. We
have been successful in gaining over 40 new panel positions 
in 2008, meaning that our products are now more widely
available to intermediaries than before. In addition, PruFund 
is now panelled across almost all the major UK retail banks. 

Maintaining strict focus on value in the bulk annuity
and back-book markets
Prudential UK maintained its strict focus on value in the bulk
annuity and back-book markets in 2008, completing
transactions totalling APE £142 million. These included the
bulk annuity buy-in agreements with Goldman Sachs for the
reinsurance of APE £30 million of Rothesay Life’s non-profit
annuity business and with the Trustee of the Cable & Wireless
Superannuation Fund for the reinsurance of APE £106 million
of liabilities relating to the scheme’s pensioners in payment. 

Prudential UK individual annuity sales  %

Prudential UK retail sales  %

Intermediated

18

Direct and
Partnership

25

57

Internal vesting

Other

Offshore 
products

7

13

Bonds

14

Annuities

35

31

Corporate pensions

58

Prudential plc Annual Report 2008

The latter represented the largest ever bulk annuity buy-in deal
in the UK and the biggest bulk annuity deal to be announced 
in 2008, demonstrating our ability to complete complex and
innovative transactions. 

In the Wholesale market, we are maintaining a strict focus on
value and will only participate in transactions that meet our
return on capital requirements.

Cost management
Prudential UK has continued to make good progress against 
its cost reduction plans. As announced in Prudential’s 2007
full-year results, the first phase of our UK cost reduction
programme delivered savings of £115 million per annum. 
The agreement with Capita, which commenced in April 2008,
will ultimately deliver a further £60 million per annum of
savings and will enable our UK business to achieve its total 
cost savings target of £195 million by the end of 2010. 

The Capita contract also provides a significant reduction 
in long-term expense risk, by providing Prudential UK with
certainty on per-policy costs as the number of policies in the
mature life and pensions book decreases over the coming years.

Over time, the Capita contract will result in the migration of
approximately seven million in-force policies from a number 
of Prudential legacy IT systems to two Capita proprietary
platforms, significantly enhancing operational performance. 

Financial performance
In an environment of unprecedented volatility in capital 
and equity markets, a declining housing market and general
economic uncertainty, Prudential UK performed strongly 
in 2008.

Our total UK APE sales of £947 million represented a rise 
of four per cent on 2007. Retail sales of £803 million were 
10 per cent higher than 2007. Individual annuity and corporate
pension sales were substantial and in line with 2007, despite
volatile market conditions. Sales growth was driven by strong
growth in with-profits bonds supplemented by growth in
lifetime mortgages, offshore products and PruHealth.

There was a slight decrease in EEV new business profits to
£273 million in 2008 from £277 million in 2007, reflecting 
a decline in new business margin to 29 per cent from 
30 per cent. The lower new business margin largely reflects
allowances for higher credit risk on individual annuity business,
and a lower level of wholesale bulk annuity and insurer back
book sales in 2008. New business profits relating to the Retail
business increased slightly to £226 million from £223 million. 

Our UK business maintained its strict focus on value in the
wholesale bulk annuity and insurer back-book markets in 2008,
with new business profits of £46 million in 2008, reflecting a
margin of 32 per cent and a 14 per cent IRR. 

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EEV basis total operating profit based on longer-term
investment returns of £1,081 million, before restructuring costs
of £14 million, were up 26 per cent on 2007. The 2008 in-force
year operating result includes £569 million relating to the
unwind of discount to the value of in-force business, the
release of £80 million of provisions not now required, and 
a £118 million benefit from rebalancing assets, including
lifetime mortgage assets, that support the shareholder backed
annuity portfolio.

In 2002 Prudential UK transferred its general insurance
business to Churchill. We receive a commission payment for
Prudential-branded general insurance products, and in 2008
this arrangement resulted in a net payment to Prudential of 
£44 million.

Prudential UK continues to manage actively the retention 
of the in-force book. During 2008, persistency experience 
at an aggregate level has been in line with our long-term
assumptions.

IFRS total operating profit before restructuring costs 
increased by 12 per cent to £589 million. This reflected profits
attributable to the with-profits business of £395 million and 
15 per cent growth from the long-term shareholder backed
business. For shareholder-backed annuity business, the
operating profit includes a charge of £413 million for
strengthening the allowance for credit defaults. Partially
offsetting this is £390 million for the impact of rebalancing the
credit portfolio, also in the shareholder annuity fund. At the
start of 2008 the portfolio was overweight in gilts with an
average rating of AA versus a benchmark of A. The rebalancing
has led to the fund now having an average rating of A+ thereby
remaining ahead of benchmark. IFRS profit for General
Insurance commission increased to £44 million as cash now
begins to emerge following the 2002 sale of the business to
Churchill. We expect General Insurance commission to
continue to emerge around this level in the near term.

Prudential UK writes with-profits annuity, with-profits bond
and with-profits corporate pensions business in its life fund,
with other products backed by shareholder capital. The
weighted average post-tax IRR on the shareholder capital
allocated to new business growth in the UK was 14 per cent.

Nick Prettejohn
Chief Executive 
Prudential UK and Europe

Total EEV operating profit  £m

Total IFRS operating profit  £m

26%

12%

2008

2007

£1,081m

£859m

2008

2007

£589m

£528m

59

 
more:expertise

60

Prudential plc Annual Report 2008

M&G remains at the forefront of investment
thinking – constantly seeking out new ways of
managing its funds and developing its product
range to realise the best investment opportunities
over the long term.

In the toughest conditions for decades M&G
delivered an exceptional performance, with 
record gross inflows of £16.2 billion, an increase 
of 10 per cent on the previous year, and 35 per cent
of Retail funds delivered top-quartile investment
performance over three years. 

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Business unit review
Asset management
M&G

U
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a
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‘M&G is a performance-led asset management
business that is focused on delivering strong
returns for internal and external clients, while
continuing to provide capital-efficient profits 
and strong cash flow to Prudential.’

Michael McLintock
Chief Executive 
M&G

62

Prudential plc Annual Report 2008

 
 
Global 

M&G 

The Prudential Group’s asset management
operations add value to our various insurance
businesses by delivering sustained out-performance
for our life and pension funds. They are also
important profit generators in their own right, 
having low capital requirements and generating
significant cash flow for the Group. 

Our asset management businesses are well placed to 
capitalise on their leading market positions and strong track
records in investment performance. These advantages enable
us to deliver positive net flows and profit growth, as well as
strategically diversifying the Group’s investment propositions
in retail financial services (RFS) markets worldwide. The 
fact that these markets are increasingly favouring greater
product transparency, greater cross-border opportunities 
and more open-architecture investment platforms also plays 
to our strengths. 

Prudential’s various asset management businesses operate
using different models and under different brands, all tailored
to their particular markets and unique strengths. However,
they continue to work together by managing money for each
other with clear regional specialisation, distributing each
others’ products, and sharing vital knowledge and expertise 
in areas such as credit research.

Each business and its performance in 2008 is summarised on
the following pages.

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M&G is comprised of the M&G asset management business
and Prudential Capital.

M&G’s asset management business
M&G is our UK and European fund manager, responsible for
£141 billion of investments as at 31 December 2008 on behalf
of both internal and external clients.

M&G is an investment-led business which aims to deliver
superior investment performance and maximise risk-adjusted
returns in a variety of macro-economic environments. Through
M&G we seek to add value to our Group by generating
attractive returns on internal funds as well as growing profits
from the management of third-party assets. Such external
funds now represent a third of M&G’s total funds under
management (FUM).

Our overall strategy at M&G is to focus first and foremost 
on investment performance, by recruiting, developing and
retaining market-leading investment talent, and by providing
the environment and infrastructure this talent needs to 
perform to its full potential. 

In the retail market, our strategy is to maximise the value of 
our centralised investment function through a multi-channel,
multi-geography distribution approach. Key themes in recent
years have included the growing proportion of business
sourced from intermediated channels and the growth of 
cross-border products. Our diverse product portfolio has
proved its worth during the recent turmoil as, for example,
bond funds have become more popular than equity 
based products.

M&G’s institutional strategy centres on leveraging capabilities
developed primarily for internal funds into higher margin
external business opportunities. In recent years this has
allowed us to operate at the forefront of a number of specialist
fixed income strategies, including leveraged finance and
infrastructure investment. The recent chaos in capital markets
has resulted in a renewed focus on more traditional credit and
equity mandates, again drawing on our core research and
investment expertise.

M&G

Net investment flows

Revenue
Other income
Staff Costs
Other Costs

Underlying profit before Performance-related Fees

Performance-related fees

Operating profit from asset management operations
Operating profit from Prudential Capital
Total IFRS operating profit

Note
See page 21.

AER4

CER4

2008
£m

3,407
455
25
(184)
(111)
185
43
228
58
286

2007
£m

4,958
482
30
(224)
(113)
175
28
203
51
254

Change
%

(31)
(6)
(17)
18
2
6
54
12
14
13

2007
£m

4,958
482
30
(224)
(113)
175
28
203
51
254

Change
%

(31)
(6)
(17)
18
2
6
54
12
14
13

63

 
Business unit review
Asset management
M&G
continued

Initiatives in 2008
The global financial crisis has had a negative impact on asset
values across classes and geographies. At M&G, this has a
direct impact on our FUM as well as important consequences
for new business sales and existing client persistency. In this
challenging environment investment performance is more
critical than ever, further illustrating the value of our core
strategy.

In the three years to December 2008, 35 per cent of M&G’s
retail funds delivered top-quartile investment performance1.

In Europe, the asset management industry has seen net
outflows of ¤334 billion2 in 2008, while the IMA reported 
£2.1 billion of net outflows from UK asset managers across
Retail and Institutional funds3.

Against this background M&G performed extremely well in
2008, with record gross inflows from external customers of
£16.2 billion, up from £14.7 billion in 2007. Higher redemption
rates resulted in somewhat lower net inflows of £3.4 billion,
compared to £4.9 billion in 2007 and £6.1 billion in 2006,
which was M&G’s record year to date.

M&G’s net retail inflows in the UK were up 62 per cent on 2007
at £1.9 billion, while the more challenging European market
resulted in net flows of zero, compared to £0.8 billion of inflow
in 2007. A significant achievement for our retail distribution
team has been the development of the discretionary manager
channel (including stockbrokers, family offices and fund of
funds managers), with net sales of £0.7 billion in 2008, up from
£0.4 billion in 2007.

Among M&G’s institutional businesses, a difficult year for our
Macro Investment Business (net outflows of £0.9 billion) was
more than offset by strong net inflows of £0.3 billion to our
infrastructure fund and £0.8 billion to segregated equity funds.
Our high quality of client servicing and diverse product
offering enabled us to maintain positive inflows of £1.3 billion
during a period that saw net institutional outflows for asset
managers of £6.3 billion according to the IMA4.

A key cost management initiative in 2008 was the outsourcing
of M&G Retail’s direct customer servicing. As well as generating
immediate annual savings of around £3 million, this will allow us
to move from a fixed to a variable cost base for this channel.

Our strategy of maximising diversity across the business
proved its worth in 2008, as demonstrated by increased net
inflows to retail bond funds of £1.4 billion, up from £0.2 billion
in 2007. These helped to offset a decline in equity fund net
inflows, which fell to £0.7 billion, down from £1.7 billion 
in 2007.

Financial performance
In the face of a very challenging economic environment, M&G
recorded record profits in 2008, with an operating result of
£228 million, up from £203 million in 2007. This means our
profit has grown by 21 per cent compounded annually since
2004. Our underlying profit growth, which excludes volatile

Notes
1
2
3
4

Source: Morningstar
Source: EFAMA, all funds excluding UK
Source: IMA data includes collective investments
Source: IMA data is for UK only and includes collective investments

Funds under management by client 
(total £141bn)  %

M&G profit split by client type in 2008, excluding 
PRFs and carried interest (total £185m)  %

Retail

14

Institutional

20

66

Internal

Internal and
Unallocated

30

Institutional

23

47

Retail

64

Prudential plc Annual Report 2008

performance related fees (PRFs) and carried interest earned 
on private equity investments, has grown by 23 per cent
compounded annually over the same period to reach 
£185 million in 2008, up from £175 million in 2007.

In 2008 M&G benefited from – and continued to promote –
greater diversity in terms of profit-generating activities and
the chart illustrates how our profitability is well spread across
internal, retail and institutional markets.

We achieved net investment inflows for the year in both the
retail (£2.1 billion, down from £2.7 billion in 2007) and
institutional (£1.3 billion, down from £2.2 billion in 2007)
markets, while our overall external FUM was negatively
impacted by falls in the value of underlying assets.

M&G’s total FUM at the end of 2008 was £141 billion, down 
15 per cent from the start of the year. 

During 2008, M&G continued to focus on effective cost
management to limit the impact of falling FUM on bottom-line
results. Our overall overhead costs fell 16 per cent in 2008.
However it is important to note that this partially reflects a 
one-off reduction in long-term incentive costs.

Our cost/income ratio was 60 per cent in 2008, down 
from 66 per cent in 2007, having improved from 75 per cent 
in 2004.

M&G continues to provide capital efficient profits and 
cash generation for the Prudential Group, as well as 
strong investment returns on our long-term business funds. 
Return on capital of 91 per cent and cash remittances of 
£106 million in 2008 provided strong support for the 
Group’s corporate objectives. 

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Prudential Capital

Prudential Capital – rebranded from Prudential Finance 
in 2007 – manages Prudential’s balance sheet for profit by
leveraging Prudential’s market position. This business has
three strategic objectives: to operate a first-class wholesale 
and capital markets interface; to realise profitable proprietary
opportunities within a tightly-controlled risk framework; and to
provide professional treasury services to Prudential. Prudential
Capital generates revenue by structuring transactions,
providing bridging finance, and operating a securities lending
and cash management business for our Group and its clients.

The business has continued to grow in terms of investment,
infrastructure and personnel in a controlled way, while
maintaining the dynamism and flexibility necessary to identify
and realise opportunities for profit. Prudential Capital is
committed to working more closely with other business units
across the Group to exploit opportunities and improve value
creation for Prudential as a whole. At Prudential Capital, we are
also taking a more holistic view on hedging strategy, liquidity
and capital management for the Group. 

Prudential Capital has a diversified earnings base derived 
from bridging, structured finance and wholesale markets. 
We delivered a good financial result from this business in 2008,
driven by increased investment activity and a strong securities
lending performance. As a result of increased revenue and
maintaining a low cost/income ratio, operating profits
increased by 14 per cent to £58 million, resulting in a cash
remittance to the holding company of £61 million.

Michael McLintock
Chief Executive 
M&G

Movement in M&G’s external FUM in 2008  £bn

Cost/income ratio 2004–2008  %

£51.2bn

£2.1bn

£1.3bn

£(7.6)bn

80

70

60

£47bn

45

50

55

£bn

2004

2005

2006

2007

2008

%

Opening 
external FUM
Retail net sales

Institutional
net sales
Market movements

Closing
external FUM

65

 
Business unit review
Asset management
Asia

In order to capitalise on the exciting and sizeable opportunities
in Asia’s retail financial services market, Prudential’s Asian
asset management business maintained its focus in 2008 
on building a strong third-party customer retail franchise.
Prudential now has retail operations in 10 Asian markets and its
growth strategy is targeted at meeting specific market needs.
The customer proposition is driven by Prudential’s strong
investment capabilities that enable it to develop innovative
product suites, and distribute them through diverse channels
including regional banks, local banks, private banks, and
securities houses and an internal sales force. Over the last 
10 years, Prudential has become one of the largest and 
most successful domestic asset management companies 
in the region. 

In addition to retail funds, Prudential’s Asian asset
management business manages funds for Prudential’s 
Asian and UK Life businesses. It further supports the Asian 
Life Business with the design of funds for investment linked
products. Prudential is also growing its third-party 
institutional and pension fund management business. 

Initiatives in 2008
In Taiwan, PCA Securities Investment Trust successfully
introduced the PCA Green Solution Fund, the third-largest 
IPO launched in the country. On the institutional client front,
we secured a domestic equity mandate from Taiwan’s New
Labour Pension Fund, for £63 million (TWD 3 billion) of assets.
Similarly, in China, the Triple Benefit Bond Fund and Blue Chip
Equity Fund launched in 2008 by CITIC-Prudential Fund
Management Company Limited raised over £253 million
despite the bearish market conditions. In Korea, the focus on
providing innovative variable annuities, variable unit linked 
and corporate pension products to third-party insurance
institutions succeeded in building a more persistent customer
base. The Japanese business is now the largest India funds
provider in Japan, following the successful launch of the fourth
India-themed fund (India Consumer Fund). Additionally, the
Employees Provident Fund Organisation in India approved
ICICI-Prudential Fund Management as one of the three private
sector asset management companies to manage incremental
flows into its fund. 

Asia

Net investment flows
Total IFRS operating profit*

*Based on longer-term investment returns. 

Note
See page 21.

66

Prudential plc Annual Report 2008

31 December 2008 funds under management 
by country Mutual funds AUM £15.2bn  %

Singapore
China
7

3

HK MPF

8

Vietnam
1

20

India (49%)

Korea

15

UAE

3

Japan

17

Taiwan

5

21

Malaysia

Prudential continues to explore opportunities in Islamic funds,
and in the UAE it signed a Memorandum of Understanding to
expand marketing co-operation and distribution of Shariah
funds in Malaysia and the Middle East. Prudential’s property
fund management business PRUPIM, delivered solid
performance that included raising £97 million for a new 
Vietnam Property Fund launched in 2008.

Financial performance
Prudential’s Asian asset management business’s total FUM 
as at 31 December 2008 was £36.8 billion. This included 
£4.9 billion of assets from the Group, £16.7 billion from
Prudential Corporation Asia’s life funds, and £15.2 billion 
from third-party customers. Compared to 2007, the overall
FUM dropped by 27 per cent at CER, primarily as a result of
negative market movements. In comparison, the MSCI Asia 
ex-Japan Index fell by 52 per cent in 2008. 

Despite volatile market conditions, our net inflows remained
positive at £0.86 billion, led by the good performance 
in Taiwan and Japan. Of the £0.86 billion in net inflows, 
66 per cent was from Equity/Bond funds and 34 per cent 
from Money Market Funds.

IFRS profit from fund management was £52 million, a fall of 
28 per cent, driven by decreasing funds under management
and performance related fees as a result of the current market
situation.

The asset management business requires very little capital to
support its growth, and in 2008 it remitted a net £36 million to
the Group. 

2008
£m

855
52

AER4

2007
£m

2,961
72

Change
%

(71)
(28)

CER4

2007
£m

3,455
78

Change
%

(75)
(33)

Business unit review
Asset management
United States

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US asset management

US broker-dealer

PPM America (PPMA) manages assets for Prudential’s US, 
UK and Asian affiliates. We also provide other affiliated and
unaffiliated institutional clients with investment services
including collateralised debt obligations (CDOs), private equity
funds, institutional accounts, and mutual funds. At PPMA, our
strategy is focused on managing existing assets effectively,
maximising the benefits gleaned from synergies with our
international asset management affiliates, and leveraging
investment management capabilities across the Prudential
Group. We also pursue third-party mandates on an
opportunistic basis.

Financial performance
IFRS operating profit in 2008 was £2 million, down from 
£4 million in 2007, primarily due to lower investment income
and performance-related fees. 

Year end 2008 funds under management of £46 billion were 
as follows:

PPMA Funds under management £bn

Insurance
Unitised
Institutional
CDOs

Total

Asia

0
3
0
0

3

US

30
0
0
1

31

UK 

Total

11
1
0
0

12

41
4
0
1

46

National Planning Holdings (NPH) is Jackson’s affiliated
independent broker-dealer network. The business is
comprised of four broker-dealer firms, including INVEST
Financial Corporation, Investment Centers of America,
National Planning Corporation, and SII Investments. 

We continue to grow NPH’s business through strong 
recruiting efforts. By utilising our high-quality, state-of-the-art
technology, we provide NPH’s advisers with the tools they
need to operate their practices more efficiently. At the same
time, through its relationship with NPH, Jackson continues to
benefit from an important retail distribution outlet, as well as
receive valuable insights into the needs of financial advisers
and their clients.

Financial performance
NPH generated record revenues of £328 million during the
year, up from £300 million in 2007, on gross 2008 product sales
of £8 billion. Our network continues to experience profitable
results, with 2008 IFRS operating profit of £8 million, an 
11 per cent decrease at AER from £9 million in 2007. We also
increased the number of registered advisers in our network 
to approximately 3,165 at the end of 2008.

PPM America

Total IFRS operating profit*

Broker-dealer

Revenue
Costs
Total IFRS operating profit*

*Based on longer-term investment returns. 

Note
See page 21.

2008
£m

2

2008
£m

328
(320)
8

AER4

2007
£m

4

AER4

2007
£m

300
(291)
9

Change
%

(50)

Change
%

9
10
(11)

CER4

2007
£m

4

CER4

2007
£m

324
(315)
9

Change
%

(54)

Change
%

1
2
(11)

67

 
Business unit review
Asset management
United States
continued

Curian

Curian Capital, Jackson’s registered investment adviser,
provides innovative fee-based separately-managed accounts
and investment products to advisers through a sophisticated
technology platform. Curian expands Jackson’s access to
advisers while also providing a complement to Jackson’s core
annuity product lines.

Financial performance
Curian’s results during 2008 improved, despite the 
significant impact of falling equity markets on its assets under
management. Our effective management of costs and an
eight per cent increase in average assets under management
contributed to this result. At the end of 2008, we had total
assets under management of £1.8 billion, compared to £1.7
billion at the end of 2007 (£2.4 billion at CER). We generated
deposits of £591 million in 2008, down 11 per cent on 2007.
The decline in both deposits and assets under management at
CER were mainly due to difficult conditions in the equity markets,
with the S&P 500 index falling 38.5 per cent during 2008.

Curian

Gross investment flows
Revenue
Costs
Total IFRS operating profit*

*Based on longer-term investment returns. 

Note
See page 21.

68

Prudential plc Annual Report 2008

AER4

CER4

2008
£m

591
24
(27)
(3)

2007
£m

663
20
(25)
(5)

Change
%

(11)
20
8
(35)

2007
£m

717
22
(27)
(5)

Change
%

(18)
9
(0)
(40)

Other corporate information

Financial instruments
Our Group is exposed to financial risk through our financial
assets, financial liabilities, and policyholder liabilities.The key
financial risk factors that affect us include market risk, credit
risk and liquidity risk. Information on our Group’s exposure 
to financial risk factors, and our financial risk management
objectives and policies, is provided both in the Risk and 
Capital Management section of this Business Review and 
in Section C of the financial statements on pages 177 to 180. 

Further information on the sensitivity of our Group’s financial
instruments to market risk and our use of derivatives is also
provided in notes D1 to D4 and G2 and G3 of the financial
statements, which are on pages 181 to 230 and pages 256 to
261 respectively.

Treasury policy
The Group operates a central treasury function, which 
has overall responsibility for managing our capital funding
programme as well as our central cash and liquidity positions.

The aim of our capital funding programme, which includes the
£5,000 million MTN programme together with the unlimited
commercial paper programme, is to maintain a strong and
flexible funding capacity.

Prudential UK and Prudential Corporation Asia use derivatives
to reduce equity risk, interest rate and currency exposures, 
and to facilitate efficient investment management. In the US,
Jackson uses derivatives to reduce interest rate risk, to facilitate
efficient portfolio management and to match liabilities under
fixed index policies.

It is Prudential’s policy that derivatives are only used to hedge
exposures or facilitate efficient portfolio management.

Amounts at risk are covered by cash or by corresponding assets.

Due to the geographical diversity of our businesses, we 
are subject to the risk of exchange rate fluctuations. Our
international operations in the US and Asia generally write
policies and invest in assets denominated in local currency.
Although this practice limits the effect of exchange rate
fluctuations on local operating results, it can lead to significant
fluctuations in Prudential’s consolidated financial statements
upon conversion of results into pounds sterling. The currency
exposure relating to the conversion of reported earnings is not
separately managed, as it is not in the economic interests of 
the Group to do so. The impact of gains or losses on currency
conversions is recorded as a component of shareholders’ 
funds within the statement of recognised income and expense. 
The impact of exchange rate fluctuations in 2008 is discussed
elsewhere in this financial review.

Unallocated surplus of with-profits 
During 2008, the unallocated surplus, which represents the
excess of assets over policyholder liabilities for the Group’s
with-profits funds on a statutory basis, decreased from 
£14.0 billion at 1 January to £8.4 billion at 31 December. 

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Inherited estate of Prudential Assurance 
The assets of the with-profits sub-fund (WPSF) within the 
long-term fund of The Prudential Assurance Company Limited
(PAC) are comprised of the amounts that it expects to pay 
out to meet its obligations to existing policyholders and an
additional amount used as working capital. The amount
payable over time to policyholders from the WPSF is equal 
to the policyholders’ accumulated asset shares plus any
additional payments that may be required by way of smoothing
or to meet guarantees. The balance of the assets of the WPSF 
is called the ‘inherited estate’ and has accumulated over many
years from various sources.

The inherited estate, as working capital, enables PAC to
support with-profits business by providing the benefits
associated with smoothing and guarantees, by providing
investment flexibility for the fund’s assets, by meeting the
regulatory capital requirements that demonstrate solvency 
and by absorbing the costs of significant events or fundamental
changes in its long-term business without affecting the bonus
and investment policies. The size of the inherited estate
fluctuates from year to year depending on the investment
return and the extent to which it has been required to meet
smoothing costs, guarantees and other events.

Our overriding priority is to maintain the long-term financial
security of the WPSF and to continue delivering strong
performance for the benefit of its policyholders.

Defined benefit pension schemes 
The Group operates four defined benefit schemes, three 
in the UK, of which by far the largest is the Prudential Staff
Pension Scheme (PSPS), and a small scheme in Taiwan. 
The level of surplus or deficit of assets over liabilities for
defined benefit schemes is currently measured in three 
ways: the actuarial valuation, FRS 17 (for parent company 
and subsidiary accounting in the UK), and IAS 19 for the 
Group financial statements. 

69

 
Products and drivers of insurance operations’ profits 
Asia
The life insurance products offered by Prudential Corporation
Asia include with-profits (participating) and non-participating
term, whole life and endowment and unit-linked policies. 
To supplement our core life products we also offer health,
disablement, critical illness and accident cover. 

The primary focus in Asia is regular premium products that
provide both savings and protection benefits. 

In 2008, the new business profit mix in our Asian insurance
business was derived 50 per cent from accident and health
products, 40 per cent from unit-linked and 10 per cent from
non-linked.

Unit-linked products combine savings with protection, with 
the cash value of the policy depending on the value of the
underlying unitised funds. Participating products provide
savings with protection where the basic sum assured can be
enhanced by a profit share (or bonus) from the underlying
fund as determined at the discretion of the insurer. Non-
participating products offer savings with protection where 
the benefits are guaranteed or determined by a set of defined
market-related parameters. Accident and health products
provide mortality or morbidity benefits and include health,
disablement, critical illness and accident cover. These products
are commonly offered as supplements to main life policies, 
but can also be sold separately.

Policyholder and insurer share the profits from participating
policies (typically in a 90:10 ratio) in the same way as with-profits
business in the UK. With unit-linked products, shareholders
receive the profits arising from managing the policy, its
investments and the insurance risk. Policyholders within the
underlying unitised fund receive investment gains. The profits
from accident and health and non-participating products come
from any surplus remaining after paying policy benefits. 

Unit-linked products tend to have higher profits on the EEV
basis of reporting than traditional non-linked products, as
expenses and charges are better matched and solvency capital
requirements are lower. At the end of 2008, we were offering
unit-linked products in 11 of the 12 countries in Asia in which
we operate, with the only exception being Thailand.

In addition to the life products described above, we offer
mutual fund investment products in India, Taiwan, Japan,
Singapore, Malaysia, Hong Kong, Korea, Vietnam and China,
thus enabling customers to participate in debt, equity and
money market investments. We are also licensed in the United
Arab Emirates. Prudential Corporation Asia earns a fee based
on assets under management.

Other corporate information
continued

Defined benefit schemes in the UK are generally required to
be subject to full actuarial valuation every three years to assess
the appropriate level of funding for schemes having regard to
their commitments. These valuations include assessments of
the likely rate of return on the assets held within the separate
trustee administered funds. PSPS was last actuarially valued 
as at 5 April 2005 and this valuation demonstrated PSPS to be
94 per cent funded, with a shortfall of actuarially determined
assets to liabilities of six per cent, representing a deficit of 
£243 million.

As a result, changes were made to the basis of funding for
PSPS with effect from that date. Deficit funding amounts
designed to eliminate the actuarial deficit over a 10-year period
have been and are being made. Following these changes, total
contributions to PSPS for deficit funding and employer’s
contributions for ongoing service for current employees were
expected to be of the order of £70-75 million per annum,
subject to a reassessment when the subsequent valuation is
completed.

In 2008 our total contributions for the year including 
expenses and augmentations were £79 million. Deficit funding
for PSPS is apportioned in the ratio of 70/30 between the 
PAC life fund and shareholder-backed operations following
detailed consideration in 2005 of the sourcing of previous
contributions. Employer contributions for the ongoing service
of current employees are apportioned in the ratio relevant to
current activity. The PSPS valuation as at 5 April 2008 is
currently being finalised.

In 2008, the Group adopted IFRIC 14, ‘IAS 19 The Limit on 
a Defined Benefit Asset, Minimum Funding Requirements and
their Interaction’ (IFRIC 14). IFRIC 14 provides guidance on the
recognition of IAS 19 surpluses in, and funding obligations for,
defined benefit pension schemes. As a result of the adoption 
of IFRIC 14, in respect of the position at 31 December 2008,
the Group has not recognised its interest in the underlying
PSPS pension surplus of £615 million net of related tax relief,
reflecting the difference between the market value of the
scheme assets and the discounted value of the liabilities, 
which would have otherwise been recognised as an asset 
on its balance sheet under the previous policy. In addition, 
the Group has recognised a provision for deficit funding to 
5 April 2010 of £55 million net of related tax relief in respect 
of PSPS. The underlying assets and liabilities of PSPS are
unaffected by the adoption of IFRIC 14.

As at 31 December 2008, after the effect of the adoption of
IFRIC 14, the shareholders’ share of the pension liability for
PSPS’ deficit funding obligation and the other schemes’ deficits
amounted to a £61 million liability net of related tax relief. The
total share attributable to the PAC with-profits fund amounted
to a liability of £60 million net of related tax relief in respect of
the PAC with-profits fund’s share of the liability for deficit
funding to 5 April 2010 on PSPS and the deficit on the smaller
Scottish Amicable scheme.

70

Prudential plc Annual Report 2008

United States
Jackson’s product offerings include variable, fixed and fixed
index annuities, as well as life insurance, retail mutual funds
and institutional products. 

Annuities
Annuity products are long-term individual retirement
products, which offer tax-deferred accumulation on the 
funds invested until proceeds are withdrawn from the policy. 

Interest-sensitive fixed annuities are used for asset
accumulation in retirement planning and for providing income
in retirement and offer flexible payout options. The contract
holder pays us a premium, which is credited to the contract
holder’s account. Periodically, interest is credited to the
contract holder’s account and administrative charges are
deducted. We may reset the interest rate on each contract
anniversary, subject to a guaranteed minimum, in line with
state regulations. When the annuity matures, we either pay 
the contract holder the amount in the contract holder account,
or begin making payments to the contract holder in the form 
of an immediate annuity product – similar to a UK annuity 
in payment. 

Fixed annuity policies are subject to early surrender charges 
for the first six to nine years of the contract. In addition, the
contract may be subject to a market value adjustment at the
time of surrender. During the surrender charge period, the
contract holder may cancel the contract for the surrender
value. Our profits on fixed annuities come primarily from the
spread between the return we earn on investments and the
interest credited to the contract holder’s account (net of any
surrender charges or market value adjustment) less expenses.
Our fixed annuities continue to be a profitable book of
business, benefiting from favourable spread income in recent
years. However, the continued low interest rate environment
could have an impact on the fixed annuity portfolio as lower
crediting rates could result in increased surrenders and lower
sales as customers seek alternative investment opportunities.
That said, if the recent equity market volatility has the effect 
of making customers more risk averse, they may view fixed
annuities as an attractive alternative to variable annuities.

Fixed index annuities (formerly referred to as equity-indexed
annuities) are similar to fixed annuities, in that the contract
holder pays us a premium that is credited to the contract
holder’s account, and also in that interest is periodically
credited to the contract holder’s account and administrative
charges deducted, as appropriate. We guarantee an annual
minimum interest rate, although actual interest credited may
be higher and is linked to an equity index over its indexed
option period. Our profit comes from the investment income
we earn and the fees charged on the contract, less the
expenses incurred, which include the costs of the guarantees,
and the interest credited to the contract. Fixed index annuities
are subject to early surrender charges for the first five to twelve
years of the contract. During the surrender charge period, the

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contract holder may cancel the contract for the surrender
value. Fixed index annuities continue to be a profitable
product, benefiting from favourable spread and the effective
management of equity risk. The fixed index book provides
natural offsetting equity exposure to the guarantees issued in
conjunction with our variable annuity products, which allows
for efficient hedging of the net equity exposure.

Variable annuities are tax-advantaged, deferred annuities
where the rate of return depends upon the performance of 
the underlying portfolio, similar in principle to UK unit-linked
products. They are also used for asset accumulation in
retirement planning and to provide income in retirement. The
contract holder can allocate the premiums between a variety of
variable sub-accounts with a choice of fund managers and/or
guaranteed fixed-rate options. As with a unit-linked fund, the
contract holder’s premiums allocated to the variable accounts
are held separately from Jackson’s general account assets. 
The value of the portion of the separate account allocated 
to variable sub-accounts fluctuates with the underlying
investments. Variable annuity policies are subject to early
surrender charges for the first four to seven years of the
contract. During the surrender charge period, the contract
holder may cancel the contract for the surrender value. We
offer one variable annuity that has no surrender charges and
we also offer a choice of guaranteed benefit options within our
variable annuity product portfolio, which customers can elect
and pay for. These options include the guaranteed minimum
death benefit (GMDB), which guarantees that, upon death 
of the annuitant, the contract holder or beneficiary receives a
minimum value regardless of past market performance. These
guaranteed death benefits might be expressed as the return 
of original premium, the highest past anniversary value of the
contract, or as the original premium accumulated at a fixed 
rate of interest. In addition, there are three other types of
guarantee: guaranteed minimum withdrawal benefits
(GMWB), guaranteed minimum accumulation benefits
(GMAB) and guaranteed minimum income benefits (GMIB). 

GMWBs provide a guaranteed return of the principal 
invested by allowing for periodic withdrawals that are limited
to a maximum percentage of the initial premium. One version
of the GMWBs provides for a minimum annual withdrawal
amount that is guaranteed for the contract holder’s life without
annuitisation. GMABs generally provide a guarantee for a
return of a certain amount of principal after a specified period.
GMIBs provide for a minimum level of benefits upon
annuitisation regardless of the value of the investments
underlying the contract at the time of annuitisation. 
The GMIB is reinsured. 

71

 
Other corporate information
continued

As the investment return on the separate account assets 
is attributed directly to the contract holders, Jackson’s 
profit arises from the fees charged on the contracts, less 
the expenses incurred, which include the costs of guarantees.
In addition to being a profitable book of business in its own
right, the variable annuity book also provides an opportunity 
to utilise the offsetting equity risk among various lines of
business cost effectively to manage our equity exposure. 
We believe that the internal management of equity risk,
coupled with the use of external derivative instruments where
necessary, continues to provide a cost-effective method of
managing equity exposure. Profits in the variable annuity 
book of business will continue to be subject to the impact of
market movements both on sales and allocations to the variable
accounts and the effects of the economic hedging programme.
While we hedge our risk on an economic basis, the nature and
duration of the hedging instruments, which are recorded at 
fair value through the income statement, will fluctuate and
produce some accounting volatility. We continue to believe
that, on a long-term economic basis, the equity exposure
remains well managed. 

Life insurance
Jackson also sells several types of life insurance including term
life, universal life and variable universal life. Term life provides
protection for a defined period of time and a benefit that is
payable to a designated beneficiary upon the insured’s death.
Universal life provides permanent individual life insurance for
the life of the insured and includes a savings element. Variable
universal life is a life insurance policy that combines death
benefit protection and the important tax advantages of life
insurance with the long-term growth potential of professionally
managed investments. Our life insurance book has also
delivered consistent profitability, driven primarily by positive
mortality and persistency experience. 

Institutional products
Our institutional products division markets institutional
products such as traditional Guaranteed Investment Contracts
(GICs), Funding Agreements and Medium Term Note (MTN)
funding agreements. The institutional product offerings also
include Jackson’s funding agreements issued to the Federal
Home Loan Bank. We distribute our institutional products
directly to investors, through investment banks, or through
funding agreement brokers. 

Mutual funds
During 2007, we launched a line of retail mutual funds 
as a complement to the broad product offering. In January
2008, we added two new portfolios to our existing line-up 
of mutual funds. The Jackson Funds now offer seven distinct
strategies, each designed to address the diversification and
asset growth potential of investors as they navigate the
retirement planning process.

United Kingdom
In common with other UK long-term insurance companies,
Prudential UK’s products are structured as either with-profits
(or participating) products, or non-participating products
including annuities in payment and unit-linked products.
Depending on the structure, the level of shareholders’ interest
in the value of policies and the related profit or loss varies.

With-profits policies are supported by a with-profits 
sub-fund and can be single premium (for example, Prudence
Bond) or regular premium (for example, certain corporate
pension products).

Our primary with-profits sub-fund is part of PAC’s 
long-term fund. The return to shareholders on virtually all our
with-profits products is in the form of a statutory transfer to
PAC shareholders’ funds. This is analogous to a dividend from
PAC’s long-term fund, and is dependent upon the bonuses
credited or declared on policies in that year. In this context,
there are two types of bonuses – ‘annual’ and ‘final’. Annual
bonuses are declared once a year, and are determined as 
a prudent proportion of the long-term expected future
investment return on the underlying assets. Once credited,
annual bonuses are guaranteed in accordance with the terms
of the particular product. In contrast, ‘final’ bonuses are only
guaranteed until the next bonus declaration, and are primarily
determined on the actual smoothed investment return
achieved over the life of the policy. Prudential’s with-profits
policyholders currently receive 90 per cent of the distribution
from the main with-profits sub-fund as bonus additions to their
policies, while our shareholders receive 10 per cent as a
statutory transfer. 

The defined charge participating sub-fund (DCPSF) forms part
of the PAC long-term fund. It is comprised of the accumulated
investment content of premiums paid in respect of the defined
charge participating with-profits business issued in France, the
defined charge participating with-profits business reassured
into PAC from Prudential International Assurance plc and
Canada Life (Europe) Assurance Ltd and includes the portfolio
of with-profit annuity policies acquired from Equitable Life 
in 2007. All profits in this fund accrue to policyholders in 
the DCPSF.

The profits from almost all of our new non-participating
business accrue solely to shareholders. Such business is
written in the non-profit sub-fund within PAC’s long-term fund,
or in various shareholder-owned direct or indirect subsidiaries.
The most significant of these is Prudential Retirement Income
Limited (PRIL), which also writes all new immediate annuities
arising from vesting deferred annuity policies in the with-
profits sub-fund of PAC.

There is a substantial volume of in-force non-participating
business in PAC’s with-profits sub-fund and that fund’s wholly
owned subsidiary Prudential Annuities Limited (PAL), which is
closed to new business. Profits from this business accrue to the
with-profits sub-fund.

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Description of EEV basis reporting 
Prudential’s results are prepared on two accounting bases – the
supplementary EEV basis, and the IFRS basis for the financial
statements. Over the life of any given product, the total profit
recognised will be the same under either the IFRS or the EEV
basis. However, the two methods recognise the emergence of
that profit in different ways, with profits emerging earlier under
the EEV basis than under IFRS. This section explains how EEV
differs from IFRS and why it is used.

In broad terms, IFRS profits for long-term business reflect the
aggregate of statutory transfers from UK-style with-profits
funds and profit on a traditional accounting basis for other
long-term business. By their nature, the products sold by the
life insurance industry are long-term, as insurance companies
commit to service these products for many years into the
future. The profit on these insurance sales is generated over
this long-term period. In our view, the result under IFRS does
not properly reflect the inherent value of these future profits,
as it focuses instead on the amounts accruing to shareholders
in the current year.

In May 2004 the CFO Forum, representing the Chief Financial
Officers of 19 European insurers, published the European
Embedded Value Principles, which were designed to promote
transparent and consistent embedded value reporting. Key
features of the principles are:

• Inclusion of an explicit allowance for the impact of 

options and guarantees. This typically requires stochastic
calculations, under which a large number of simulations are
performed that provide a representation of the future
behaviour of financial markets;

• an active allowance for the combined impact of risk profile
and encumbered capital in the selection of discount rates.
This ensures that the risks to the emergence of shareholder
cash flows are properly accounted for; and

• sufficient disclosure to enable informed investors to

understand the key risks within the business and the basis 
of preparation of the results.

The EEV basis not only provides a good indication of the value
being added by management in a given accounting period, 
but also demonstrates whether shareholder capital is being
deployed to best effect. Indeed insurance companies in 
many countries use comparable bases of accounting for
management purposes.

The EEV basis is a value-based method of reporting in 
that it reflects the change in value of the business over the
accounting period. This value is called the shareholders’ funds
on the EEV basis which, at a given point in time, is the value of
future profits expected to arise from the current book of long-
term insurance business plus the net worth of the company. 
In determining these expected profits, we make full allowance
for the risks attached to their emergence and the associated
cost of capital, and take into account recent experience in
assessing likely future persistency, mortality and expenses. 

The change in value is typically analysed into the following
components:

• The value added from new business sold during the year;
• the change in value from existing business already in place 

at the start of the year; 

• short-term fluctuations in investment returns;
• change in the time value of cost of options and guarantees

and economic assumption changes;

• other items (for example, profit from other Group operations,

tax, foreign exchange, exceptional items); and

• dividends.

The value added from new business – defined as the present
value of the future profits arising from new business written 
in the year – is a key metric that we use in the management of 
our business. The change in value of business in force at the
start of the year demonstrates how the existing book is being
managed. Together, these metrics provide our management
and shareholders with valuable information about the
underlying development of our business and the success 
or otherwise of management actions.

EEV basis results are prepared by first of all setting ‘best
estimate’ assumptions, by product, for all relevant factors
including expenses, surrender levels and mortality. Economic
assumptions as to future investment returns and inflation are
generally based on market data. These assumptions are used
to project future cash flows. The present value of the future
cash flows is then calculated using a discount rate which
reflects both the time value of money and the risks associated
with the cash flows. The risk discount rate is determined by
adding a risk margin to the appropriate risk free rate of return.
The actual outcome may differ from that projected, in which
case the effect will be reflected in the experience variances 
for that year.

The assumptions used for the EEV basis of accounting are 
set out on pages 326 to 330 in the notes that accompany the
supplementary EEV basis information. An indication of the
sensitivity of the results to changes in key assumptions is
provided on pages 352 to 354.

The publication of the EEV Principles represented a significant
step towards the harmonisation of embedded value reporting
in Europe. However, even with these principles and the
accompanying guidance, a divergence of approaches between
companies has emerged in practice. In June 2008, in an effort
to improve still further the consistency and transparency of
embedded value reporting, the CFO Forum published the
Market Consistent Embedded Value (MCEV) Principles.
However, the MCEV Principles were designed during a period
of relatively stable market conditions and their application
could, in the current turbulent markets, lead to misleading
results. The CFO Forum is therefore currently conducting a
review of the impact of turbulent market conditions on the
MCEV Principles, and the results of this review may lead to
changes to the published MCEV Principles or the issuance 
of new guidance.

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Corporate responsibility review

Corporate Responsibility (CR) is a philosophy that is firmly
embedded in Prudential’s business, and has become an
integral part of how we think and behave.

We never underestimate how important the customer is to 
us. We work hard to make sure we understand the individual
needs of our customers around all of our markets.

Our strong commitment to CR reflects our recognition that
stakeholders – including customers, employees, shareholders
and communities – increasingly favour companies that
embrace sound values around trust, ethics and environmental
responsibility. Prudential’s own stakeholders take the same
view. As we strive to meet this need, we are helped by the 
fact that these values have been fundamental to Prudential
throughout the past 160 years, underpinning our long-
established brand values of reliability and stability.

At the same time, we recognise that our performance in key
areas of CR such as corporate governance, environmental
management and employment practices can have a significant
and positive impact on the Group’s financial performance. 

Prudential’s main focus in 2008 was to ensure that our CR
strategy continued to align with our business objectives and
with our stakeholders’ concerns and interests. 

Stakeholder dialogue
Our stakeholder engagement programme enables our
employees and relevant external groups to play a part 
in shaping Prudential’s activities, and ensures that their
reasonable expectations are translated into business value.
This means listening to and working with our stakeholders 
on an ongoing basis, and being very clear about our 
intentions and priorities. 

To gain useful feedback from our stakeholders and ensure 
our brand values are maintained, Prudential conducts surveys
periodically on a range of topics including how our company 
is perceived, what things we are regarded as doing well, and
where we could improve. 

Customer focus
Prudential has over 11 million customers in Asia, nearly 
2.8 million policies and contracts in force across the US
through Jackson, over seven million customers in the 
UK through Prudential UK and around 0.5 million 
customers through M&G Investments. 

Customers are at the heart of our business. Over 160 years 
on from our foundation, we remain committed to treating 
all of our customers fairly and believe that honesty, openness
and transparency in all our dealings with customers are vital,
both before and after they buy from us. We maintain effective
relationships through regularly monitoring customers’
satisfaction levels and responding accordingly.

A demonstration of this commitment to customers is Prudential
Corporation Asia’s continued efforts to improve customer
satisfaction. In 2008 we conducted a study on customer
behaviour and perceptions of Prudential Corporation Asia
across 11 markets, in particular assessing whether existing
customers would be inclined to recommend its products and
services to others, and areas where service could be improved.
The study reaffirmed our focus on extensive agency training,
as customers told us they attached a high priority to the
provision of informed advice and guidance in assisting them
with their financial objectives. 

In the UK, the financial services industry is working with the
UK regulator, government and consumers to improve the 
way it treats customers. To support these efforts, Prudential 
UK has signed up to the Association of British Insurers’
Customer Impact Scheme. This scheme is part of the industry’s
commitment to driving continuous improvement in customers’
experiences, and as part of it we will participate in an annual
customer survey, to measure changes in our customers’
experiences and attitudes. 

Jackson’s commitment to achieving continuous improvement
in the service and experience that we offer customers was
recognised in 2008 in a leading annual study of call centres.
The Service Quality Management Group (SQMG) gave
Jackson the 2008 award for highest customer satisfaction in 
the financial services industry in North America in its annual
survey. SQMG carries out benchmarking surveys covering
more than 250 of North America’s leading call centres in
various industries. Jackson also achieved ‘World Class’ status
in the survey – the fourth year out of five that we have received
the highest possible designation. For World Class status to be
awarded to a provider, at least 80 per cent of all its customers 
in the survey have to rate themselves as ‘very satisfied’ with
their experience. 

Building financial capability 
In 2008, the Group’s core financial education programme
continued to focus on the need to play our part in enabling
consumers to make the right decisions for their individual
financial/savings needs. The decisions people face in this 
area range from debt management to saving for retirement.
Informing and empowering consumers to make better
decisions on key issues such as these will, we believe, 
build better and more permanent relationships between
consumers and providers, as well as benefiting the 
wellbeing of both parties in the long term. 

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Prudential plc Annual Report 2008

We began developing our financial capability programme 
in the United Kingdom in 2001 and are continuing to see
significant progress, both in the UK and – increasingly –
internationally.

Similarly, Jackson has a strong tradition of giving back to 
the communities in which it operates. The Jackson National
Community Fund was launched in 2007 and makes numerous
grants to charities focused on children and the elderly. 

In 2008, Jackson donated US$297,000 and more than 
US$25,000 as in-kind donations to a range of charities focused
on the needs of elderly people and children. The volunteering
programme for employees – Jackson in Action – saw Jackson
employees volunteer more than 3,900 hours, a 62 per cent
increase on the previous year. Volunteering activities included
teaching financial literacy programmes to high-school children.
Jackson also matched employee donations with more than
US$400,000 to organisations on the Jackson National
Community Fund list for 2008. 

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Employee practices
At Prudential, we do all we can to create an environment that
enables us to attract and retain the right people – those who
are committed and able to deliver top performance for our
customers and shareholders. To achieve our aim of being a
leading international retail financial services company, and 
to sustain the relative outperformance we achieved in our
chosen markets in 2008, we need to have the right talent
in the right places at the right time. 

With this requirement in mind, our primary objective in Human
Resources (HR) is to deliver the leaders and leadership the
Prudential Group needs – and will continue to need – now and
into the future. Our HR Strategy is to achieve this by focusing
on five key challenges:

• Getting the right people into the business; 
• building and rewarding performance; 
• growing a strong talent pipeline; 
• developing credible successors; and 
• developing an organisation that works.

We will now look at how we continued to tackle each of these
challenges during 2008.

In the UK, we work through partnerships with a diverse range
of organisations such as Citizens Advice, the Personal Finance
Education Group (pfeg), the Specialist Schools and Academies
Trust, and the National Institute of Adult Continuing Education.
As a result of these collaborative initiatives, thousands of adults
and children are now benefiting from learning how to make
decisions that will have a profound effect on their financial
wellbeing. 

We extended our financial literacy programme to Asia in 2004,
starting with an innovative programme called ‘Investing in Your
Future’. This community-based financial training initiative
provides vital education to women, who are often responsible
for planning their family’s financial needs. This was launched in
China and rolled out in Vietnam and India. To date, more than
18,000 women have benefited from the programme.

Investing in our communities 
In 2008, Prudential invested £5.3 million in a wide range 
of projects to benefit communities in which we do business,
supporting education, welfare and environmental initiatives.
This total investment includes a significant contribution
made by many of the employees around the Group 
through volunteering, often linked with professional 
skills development. It also includes direct donations 
of £3.5 million to charitable organisations. 

We recognise that many employees already make a significant
contribution to charities as volunteers in their own free time.
The Chairman’s Award programme was set up to recognise this
considerable involvement in the local community. It also gives
all the Group’s employees the opportunity to get involved with
a local charitable project.

The charities that Prudential supports through The Chairman’s
Award programme were selected following a Group-wide
survey of employees. This identified our employees’
preference for projects that address the needs of children and
the elderly within their local community. In line with this, we
have identified sustainable projects which, where possible,
have education at their core. This focus lies at the heart of our
CR programme to raise levels of financial capability worldwide.
In 2008, over 2,200 employees registered to engage in
volunteering, and The Chairman’s Award programme
supported over 50 projects around the world. 

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Corporate responsibility review
continued

Diversity
Our view of diversity complements our equal opportunities
policy, which embodies the core principles of treating people
fairly and reasonably according to their individual merits and
capabilities. We strive to ensure that Prudential employees
work in an environment where everyone is respected and
treated equally on merit. We therefore fully recognise the
value that a diverse workforce brings to our organisation. 
It is Group policy to give full and fair consideration and
encouragement to the employment of applicants with suitable
aptitudes and abilities, and to continuing the employment of
staff who become disabled, and to providing training and
career development opportunities to disabled employees. 

Our diversity programme has particular application to
international operations in areas where the equal opportunities
culture is less well embedded than in the UK. Our Business
Units also continued to drive numerous diversity initiatives. 
For example, ICICI Prudential Life in India built on the
successful launch of EGDE, its diversity initiative, with new
policies on flexible working including part-time employment
and additional maternity leave. In the UK, PRUPIM employees
provided mentoring to students as part of the Ethnic Minority
Undergraduate Scheme run by the National Mentoring
Consortium (NMC). Also, in the US, Jackson participated 
in the Gateway Leadership Programme through the Money
Management Institute.

Building and rewarding performance 
As part of our reward practices we believe it is important to
enable employees to share in the success of the Group through
share ownership. In the UK we operate two all employee share
plans; a share investment plan and a ‘save as you earn’ (SAYE)
scheme. Over 55 per cent of eligible employees in the UK
participate in the SAYE scheme and nearly 30 per cent in the
share investment plan. In Asia we operate two SAYE schemes
similar to the UK scheme; one for employees and one for
agents. Over 23 per cent of eligible employees and almost 
10 per cent of eligible agents participate in these schemes.

In 2008 we continued to refine our reward policies to help 
us deliver a fair and transparent reward system to all our
employees. We believe employees should be rewarded for 
the contribution they make to our business as a whole and we
are committed to rewarding both the ‘what’ (results) and the
‘how’ (behaviour and competencies). As part of our reward
practices, we regularly review and update our remuneration
policies and procedures to ensure they are competitive against
the market and support the growth of our businesses. 
We continued to do this in 2008. 

Growing a strong talent pipeline 
The talent and knowledge of our people is the key to
Prudential’s future success – and in 2008 we continued 
to invest strongly in employee Learning and Development.
Initiatives during the year included the launch in 
November 2008 by Prudential UK and ICICI Prudential 
Asset Management in India of ‘Managing for Success’, 
a comprehensive new programme to raise the confidence 
and capability of our managers. 

Designed and launched in response to the findings of the 
2008 employee survey, the programme provides managers
with the knowledge, skills and tools they will need to manage
their people effectively and help us achieve our strategic
ambitions. November 2008 saw the launch of the first part 
of the programme to coincide with end-of-year reviews. 
Each element of the programme has diversity built into 
the content.

Developing credible successors 
Identifying and developing Prudential’s future leaders is 
critical to our ability to sustain the success of our business over
the long term. In 2008, as in previous years, we undertook 
a review of talent across the Group, identifying, developing 
and rewarding people with leadership potential. We also
continue the series of Group-wide management development
programmes we launched in 2007, assessing senior talent 
and identifying the development they need to be credible
successors to future leadership roles.

A further key part of our efforts to grow our talent pipeline is
the Momentum Programme. Launched in 2007, this aims to
identify high-potential individuals early in their careers and
provide them with opportunities to develop the skills needed
to manage an international business. Momentum has a strong
diversity focus and is open to people both within and outside
Prudential. In 2008 it continued to attract a wide diversity of
applicants from across the world.

Developing an effective organisation structure
Having engaged and committed staff is key to the 
smooth operation and success of our business, and effective
communication is invaluable in achieving this goal. Each 
of our Business Units runs its own intranet site to keep staff 
up to date, and provides staff with an opportunity to pose
questions to the Chief Executive of their business. There are
also a number of employee consultation forums, such as the
M&G staff Consultative Committee and the UK Insurance
Operations’ Employee Forum. 

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To monitor our people’s level of engagement with Prudential as
an employer, and identify areas for improvement, we conduct
employee surveys in our businesses around the world. These
show us how effectively our organisational elements are
working, and help us take a ‘temperature-check’ of our culture
to chart our progress towards embedding our four target
behaviours – deliver, inspire, challenge and connect.

In 2008, these initiatives included employee satisfaction
surveys at seven of Jackson’s subsidiaries in the US. The
results were used at employee focus groups to gather input 
on possible improvements, resulting in the development 
of action plans including employee recognition, increased
training opportunities, and career planning. Another example
is M&G, which completed an employee survey for the fifth
year running in 2008, and found that over 90 per cent of
employees were proud to work at M&G.

In the US, Jackson has carefully monitored and worked to
minimise any negative environmental impact since it moved to
its current headquarters in 2000, working with state and local
authorities on new projects which protect the environment. In
2008, all of Prudential’s North America operations – including
Jackson, PPM America and PRUPIM’s investment properties –
formally joined the US Climate Leaders programme, an
Environmental Protection Agency (EPA) industry/government
partnership that works with companies to develop
comprehensive climate change strategies. 

In Asia, we are currently in the process of grading our 
buildings using a clear and transparent environmental
classification system. Where opportunities arise, we then
intend to improve our overall environmental performance by
migrating to properties in the highest category for
environmental performance.

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Reducing our environmental footprint
Protecting the environment is essential to sustaining the 
quality of life of current and future generations. The challenge
is to combine continuing economic growth with long-term
sustainable development. Prudential is committed to ensuring
that its policies and business actions promote the consideration
of the environment.

Under the European Union Energy Performance of Buildings
Directive, Energy Performance Certificates (EPCs) will be
required for any building that is constructed, sold, or rented.
EPCs will rate the energy performance of a building, enabling
both property investors and prospective occupiers to consider
energy efficiency ratings and levels of carbon emissions. We
will be introducing EPCs, initially in the UK, for our commercial
investment property portfolio and our occupied property
portfolio. We will also implement the directive elsewhere in
accordance with national regulations.

Sustainability is critical to our business model and we are 
in the process of formally integrating it into our investment
process. PRUPIM was one of the first property companies to
achieve the international environment management standard
ISO14001 for its UK portfolio. In 2007, PRUPIM set up an
innovative project called the Improver Portfolio to examine
ways it can reduce a ‘typical’ property portfolio’s carbon
footprint while maintaining or even enhancing investment
returns. The Improver Portfolio consists of 25 PRUPIM-
managed properties covering all sectors.

Responsible investment (RI)
Prudential is committed to responsible investment (RI), which
involves focusing on the way the entities we invest in manage
their own CR issues. M&G’s approach to RI is described in the
booklet ‘Issues Arising from Share Ownership’, available at
www.mandg.co.uk. To date, RI has tended to focus principally
on equity markets, but its scope is now expanding to other
types of investment, including property. With around
£15 billion of funds under management as at 31 December 2008,
PRUPIM is one of the UK’s largest commercial property
investment managers and accounts for over 75 per cent of
Prudential’s direct environmental impact in the UK. Through 
its participation in the Institutional Investor’s Group on climate
change and the property working group of the United Nations
Environment Programme Finance Initiative (UNEP FI), PRUPIM
is helping to boost awareness of the implications of climate
change for property investment, while also providing us with
valuable insights into how Prudential can constructively
address this important issue. 

Supply chain management
Prudential recognises that its own social, environmental 
and economic impacts go beyond the products and services 
it supplies to include the performance of its suppliers 
and contractors. 

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Corporate responsibility review
continued

With this in mind, our policy is to work in partnership with our
suppliers who operate with policies and procedures consistent
with the standards set out in our Group Code of Business
Conduct, and to help them reduce their impact on the
environment. Procurement practices in Prudential UK have
been successfully accredited with the Chartered Institute of
Purchasing and Supply (CIPS) certification, an industry
benchmark of recognised good practice.

Payment policy
It is the policy of the Group to agree terms of payment 
when orders for goods and services are placed and to pay in
accordance with those terms. Trade creditor days, based on
the ratio of amounts which were owed to trade creditors at the
year-end to the aggregate of the amounts invoiced by trade
creditors during the year, were 21 days.

Donations
Prudential is committed to supporting the communities 
where it is an employer. In 2008, our Group spent £5.3 million
in support of our various communities. Our direct donations 
to charitable organisations amounted to £3.5 million, of which
approximately £1.9 million came from EU operations. 

This is broken down as follows: Education £1,040,000; 
Social and Welfare £419,000; Environment and Regeneration
£88,000; Cultural Activities £83,000 and Staff Volunteering
£313,000. The aggregate figure for charitable donations from
Prudential’s non-EU subsidiaries (Jackson National Life and
Prudential Corporation Asia) amounted to £1.6 million. 

It is our Group policy not to make donations to political parties
nor to incur political expenditure, within the meaning of those
expressions as defined in the UK Political Parties, Elections and
Referendums Act 2000. In line with this policy, we did not
make any such donations or incur any such expenditure
in 2008. 

2009 developments
In late 2008, we developed a new CR Framework to drive
improved sustainability performance across our current
activities, provide greater focus to our programmes and
enable a more consistent approach to our reporting. 

Under this framework, seven CR priorities have been developed
as a basis for guiding and planning our activities. 

1 Giving consumers in each country where we operate the

confidence and tools they need to protect and nurture their
financial security through building their financial capability. 

2 Giving customers fair, transparent financial products
through a variety of trusted distribution channels. 

3 Supporting ageing populations and changing demographics
by providing products that meet evolving customer needs.

4 Understanding and reducing our direct and indirect

environmental footprint.
5 Being an employer of choice. 
6 Investing to benefit the communities in which we operate.
7 Being open and transparent about our responsibility

priorities, reporting challenges as well as achievements.

The approach we take to delivering against these priorities is
closely aligned with our operating model. This means our CR
activities are managed by our businesses, locally, since it is 
they who are closest to their customers and communities and
therefore best positioned to deliver the most positive impact
possible. Meanwhile, the Group sets the overarching strategy
and governance, provides support tools and advice, manages
external reporting and benchmarking, and drives Group-wide
programmes such as The Chairman’s Award. 

Importantly, we do not impose a one-size-fits-all approach to
CR. Instead, our new framework ensures a common approach
across the Group while allowing our businesses the flexibility
they need to devise and implement programmes that best
meet the needs of their local environment and stakeholder
expectations. 

In 2009, as part of the process of embedding the new
framework, we are developing a new set of key performance
indicators and assessment processes for each of our seven CR
priorities. We will report against these in the years to come. 

Our 2008/2009 responsibility report, ‘More Than Words’, has
been structured to reflect our agreed priorities, highlighting
our governance, policies, programmes and activities. 

Further information can be accessed at
www.prudential.co.uk/prudential-plc/cr/ Hard copies 
of the report are available from the Group’s CR team:
Prudential plc, Laurence Pountney Hill, London EC4R 0HH.
Tel: +44 (0)20 7548 3706

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80 Board of directors
83 Governance report:

• Corporate governance
• Risk governance
• Corporate responsibility governance

99 Additional disclosures
100 Index to principal Directors’ Report disclosures

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Board of directors

Harvey McGrath
Chairman

Mark Tucker
Group Chief Executive

Tidjane Thiam
Chief Financial Officer

Clark Manning
Executive director

Michael McLintock
Executive director

Nick Prettejohn
Executive director

Barry Stowe
Executive director

Sir Winfried Bischoff
Non-executive director

Keki Dadiseth
Non-executive director

Michael Garrett
Non-executive director

Ann Godbehere
Non-executive director

Bridget Macaskill
Non-executive director

Kathleen O’Donovan
Non-executive director

James Ross
Non-executive director

Lord Turnbull
Non-executive director

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Michael McLintock 
Executive director
Michael McLintock has been an executive director of Prudential since
September 2000. He is also Chief Executive of M&G, a position he held at
the time of M&G's acquisition by Prudential in 1999. Michael joined M&G
in 1992. He previously also served on the board of Close Brothers Group
plc as a non-executive director (2001-2008). Since October 2008 he has
been a Trustee of the Grosvenor Estate.

Nick Prettejohn 
Executive director 
Nick Prettejohn has been an executive director of Prudential and Chief
Executive, Prudential UK & Europe since January 2006. He is also a board
member of the ABI, Chairman of the Financial Services Practitioner Panel
(having previously been Deputy Chairman), and a board member of the
Royal Opera House. Previously, he was Chief Executive of Lloyd's of
London from 1999 until 2005. Nick joined the Corporation of Lloyd's in
1995 as Head of Strategy, and played a key role in the Reconstruction 
and Renewal process, which reorganised Lloyd's after the losses of the 
late 1980s and early 1990s. Following the successful completion of the
reorganisation in 1996, he became Managing Director of Lloyd's Business
Development Unit and in 1998, he also assumed responsibility for Lloyd's
North America business unit. Prior to his appointment to Lloyd's, Nick was
responsible for corporate strategy at National Freight Corporation plc, and
prior to that he was a partner at management consultants Bain and Co and
a director of private equity company Apax Partners.

Barry Stowe
Executive director 
Barry Stowe has been an executive director of Prudential since 
November 2006, and Chief Executive, Prudential Corporation Asia 
since October 2006. He has also been a director of the Life Insurance
Marketing Research Association (LIMRA) and the Life Office Management
Association (LOMA) since October 2008. Previously, Barry was President,
Accident & Health Worldwide for AIG Life Companies. He joined AIG in
1995, and prior to that was President and CEO of Nisus, a subsidiary of
Pan-American Life, from 1992-1995. Before joining Nisus, Barry spent 
12 years at Willis Corroon in the US.

Non-executive directors

Sir Winfried Bischoff
Independent non-executive director
Sir Winfried Bischoff has been an independent non-executive director 
of Prudential since August 2007. Sir Win has been Chairman of Citi Europe
and a Member of The Management, Operating and Business Heads
Committees of Citigroup Inc. since May 2000. He is also a director of
Citigroup Inc., and was Acting Chief Executive Officer from November 
to December 2007, and Chairman from December 2007 until 23 February
2009. In addition, Sir Win is Chairman of the European Advisory Board of
Citigroup Inc., and has been a non-executive director of The McGraw-Hill
Companies, New York since October 1999 and of Eli Lilly and Company,
Indianapolis since June 2000. Prior to that, Sir Win joined the Company
Finance Division of J. Henry Schroder & Co. Limited, London, in 1966 
and in 1971, he was appointed as Managing Director of Schroders Asia
Limited, Hong Kong. He returned to London in January 1983, and was
appointed Chairman of J. Henry Schroder & Co. in October 1983. Sir Win
was appointed Group Chief Executive of Schroders plc in December 1984
and as Chairman of Schroders plc in May 1995, until the acquisition of the
investment banking business of Schroders by Citigroup Inc. in May 2000.
In addition, Sir Win was a non-executive director of Cable and Wireless 
plc from 1991 and Deputy Chairman from 1995 to 2003. His other non-
executive directorships included: IFIL Finanziaria di Partecipazioni SpA,
Italy (1999-2004), Siemens Holdings Plc (2001-2003), Land Securities Plc
(1999-2008) and Akbank T.A.S. (2007-2008).

Chairman

Harvey McGrath 
Chairman and Chairman of the Nomination Committee 
Harvey McGrath has been an independent non-executive director 
of Prudential since 1 September 2008, and became Chairman and
Chairman of the Nomination Committee on 1 January 2009. Harvey has 
a long and distinguished career in the international financial services
industry. He started his career at Chase Manhattan Bank in London 
and New York. From 1980 to 2007 he worked for Man Group plc starting
as Treasurer, then Finance Director, then President of Man Inc. in 
New York, before being appointed as Chief Executive of Man Group 
in London in 1990, and then Chairman in 2000. He left Man Group in
2007. Harvey is also Chairman of the London Development Agency, which 
works for the Mayor of London, coordinating economic development 
and regeneration across the capital, and Vice Chairman of the London
Skills and Employment Board, which is tasked with developing a strategy
for adult skills in London. He is the former Chairman of both London 
First and the East London Business Alliance, and a Member of the
International Advisory Board of the School of Oriental and African 
Studies. Harvey is a trustee of a number of charities including New
Philanthropy Capital, a research based charity which gives advice and
guidance to donors and charities; the Royal Anniversary Trust which
operates the Queen’s Anniversary Prizes for Higher and Further Education;
ISS, which protects the rights and welfare of children and vulnerable 
adults across borders; icould, an online careers resource; and the 
Prince’s Teaching Institute, which promotes subject based professional
development for teachers.

Executive directors

Mark Tucker ACA
Group Chief Executive (until 30 September 2009)
Mark Tucker was re-appointed as an executive director of Prudential in
May 2005, when he also became Group Chief Executive. From May 2004
to March 2005, he was Group Finance Director, HBOS plc and a director of
Halifax plc. Previously, Mark was an executive director of Prudential from
1999 to 2003, and from 1993 to 2003 he was Chief Executive of Prudential
Corporation Asia, and also held senior positions in Prudential's businesses
in the UK and US. Mark first joined Prudential in 1986, having previously
been a tax consultant at PriceWaterhouse UK in London.

Tidjane Thiam
Chief Financial Officer (until 30 September 2009) 
Group Chief Executive (from 1 October 2009)
Tidjane Thiam has been an executive director of Prudential and Chief
Financial Officer since 25 March 2008, and will succeed Mark Tucker as
Group Chief Executive with effect from 1 October 2009. He was previously
Chief Executive Officer, Europe at Aviva, where he also held successively
the positions of Group Strategy and Development Director and Managing
Director, Aviva International. Prior to that, Tidjane was a partner with
McKinsey & Company in France and one of the leaders of their Financial
Institutions practice, focusing on insurance companies and banks. Earlier 
in his career, he spent a number of years in Africa where he was Chief
Executive and then Chairman of the National Bureau for Technical Studies
and Development in Cote d'Ivoire and a cabinet member as Minister of
Planning and Development. He is a non-executive director of Arkema in
France, a member of the Council of the Overseas Development Institute
(ODI) in London and a sponsor of Opportunity International, a charity
focusing on microfinance in developing countries.

Clark Manning FSA MAAA
Executive director 
Clark Manning has been an executive director of Prudential since January
2002. He is also President and Chief Executive Officer of Jackson National
Life. He was previously Chief Operating Officer, Senior Vice President and
Chief Actuary of Jackson National Life, which he joined in 1995. Prior to
that, he was Senior Vice President and Chief Actuary for SunAmerica Inc,
and prior to that Consulting Actuary at Milliman & Robertson Inc. Clark 
has more than 25 years' experience in the life insurance industry, and 
holds both a bachelor's degree in actuarial science and an MBA from the
University of Texas. He also holds professional designations of Fellow of
the Society of Actuaries (FSA) and Member of the American Academy 
of Actuaries (MAAA).

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continued

Keki Dadiseth FCA
Independent non-executive director and member 
of the Remuneration Committee
Keki Dadiseth has been an independent non-executive director of
Prudential since April 2005. During 2006, he was appointed as a non-
executive director of ICICI Prudential Life Assurance Company Limited and
ICICI Prudential Trust Limited. He is also a member of the Advisory Board
of Marsh & McLennan Companies Inc. and an International Advisor to
Goldman Sachs. In addition, Keki is a director of Nicholas Piramal Limited,
Siemens Limited, Britannia Industries Limited and The Indian Hotels
Company Limited, all quoted on the Bombay Stock Exchange. He is also a
director of the Indian School of Business and acts as a trustee of a number
of Indian charities. Before he retired from Unilever in 2005, Keki was
Director, Home and Personal Care, responsible for the HPC business of
Unilever worldwide, a Board member of Unilever PLC and Unilever N.V.
and a member of Unilever's Executive Committee. He joined Hindustan
Lever Ltd in India in 1973.

Michael Garrett 
Independent non-executive director and member 
of the Remuneration Committee
Michael Garrett has been an independent non-executive director of
Prudential since September 2004. He worked for Nestlé from 1961,
becoming Head of Japan (1990 – 1993), and then Zone Director and
Member of the Executive Board, responsible for Asia and Oceania, and in
1996 his responsibilities were expanded to include Africa and the Middle
East. Michael retired as Executive Vice President of Nestlé in 2005. He
served the Government of Australia as Chairman of the Food Industry
Council and as a Member of the Industry Council of Australia, and was also
a member of the Advisory Committee for an APEC (Asia-Pacific Economic
Cooperation) Food System, a Member of The Turkish Prime Minister's
Advisory Group and the WTO (World Trade Organization) Business
Advisory Council in Switzerland. Michael remains a director of Nestlé in
India, and was appointed Chairman of the Evian Group in 2001, a think
tank and forum for dialogue promoting free trade. He also serves as a 
non-executive director on the Boards of the Bobst Group in Switzerland,
Hasbro Inc. in the USA, and Gottex Fund Management Holdings Limited 
in Guernsey. In addition, he is a member of the Finance and Performance
Review Committee of The Prince of Wales International Business Leaders
Forum (IBLF), as well as a Member of the Swaziland International Business
Advisory Panel under the auspices of the Global Leadership Foundation
(GLF) London.

Ann Godbehere FCGA
Independent non-executive director and member 
of the Audit Committee 
Ann Godbehere has been an independent non-executive director of
Prudential since August 2007, and has been a member of the Audit
Committee since October 2007. She began her career in 1976 with 
Sun Life of Canada, joining Mercantile & General Reinsurance Group 
in 1981, where she held a number of management roles rising to Senior
Vice President and Controller for life and health and property/casualty
businesses in North America in 1995. In 1996, Swiss Re acquired
Mercantile & General Reinsurance Group, and Ann became Chief Financial
Officer of Swiss Re Life & Health, North America. In 1997, she was made
Chief Executive Officer of Swiss Re Life & Health, Canada. She moved to
London as Chief Financial Officer of Swiss Re Life & Health Division in 1998
and joined the Property & Casualty Business Group, based out of Zurich, 
as Chief Financial Officer on its establishment in 2001. From 2003 until
February 2007 Ann was Chief Financial Officer of the Swiss Re Group. 
Ann is also a non-executive director of Ariel Holdings Limited, Atrium
Underwriting Group Limited and Atrium Underwriting Limited. In 2008
and until January 2009 Ann was Chief Financial Officer and Executive
Director of Northern Rock.

Bridget Macaskill 
Independent non-executive director, Chairman of the Remuneration
Committee and member of the Nomination Committee
Bridget Macaskill has been an independent non-executive director of
Prudential since September 2003. Bridget rejoined the Board of Prudential
having previously resigned due to a potential conflict of interest in 2001.
She has been a member of the Remuneration Committee since 2003 and
became Chairman of the Remuneration Committee in May 2006. Bridget
joined Arnhold and S. Bleichroeder Advisers, LLC, a US based investment
management firm, as President and Chief Operating Officer in February
2009. She is also a trustee of the TIAA-CREF funds and was previously a
non-executive director of Fannie Mae (2005-2008), Scottish & Newcastle
PLC (2004-2008) and J Sainsbury Plc (2002-2006). Prior to that she 
spent 18 years at OppenheimerFunds Inc, a major New York based
investment management company, the final 10 years of which she 
was Chief Executive Officer.

Kathleen O’Donovan ACA
Independent non-executive director and Chairman 
of the Audit Committee
Kathleen O'Donovan has been an independent non-executive director 
of Prudential since May 2003. She has been a member of the Audit
Committee since 2003 and became Chairman of the Audit Committee in
May 2006. Kathleen is a non-executive director and Chairman of the Audit
Committees of Great Portland Estates PLC and Trinity Mirror plc, and a
non-executive director of ARM Holdings plc. She is also Chairman of the
Invensys Pension Scheme. Previously, she was a non-executive director
and Chairman of the Audit Committees of the EMI Group plc and the Court
of the Bank of England, and a non-executive director of O2 plc. Prior to
that, Kathleen was Chief Financial Officer of BTR and Invensys, and before
that she was a partner at Ernst & Young.

James Ross 
Senior Independent non-executive Director and member 
of the Remuneration and Nomination Committees
James Ross has been an independent non-executive director since May
2004 and the Senior Independent Director since May 2006. He holds 
non-executive directorships with McGraw Hill in the United States and
Schneider Electric in France. He is also Chairman of the Leadership
Foundation for Higher Education and of the Liverpool School of Tropical
Medicine. James was previously a non-executive director of Datacard Inc
in the United States, and prior to that Chairman of National Grid plc and
Littlewoods plc. He was also Chief Executive of Cable and Wireless plc 
and Chairman and Chief Executive of BP America Inc., and a Managing
Director of the British Petroleum Company plc.

Lord Turnbull KCB CVO
Independent non-executive director and member 
of the Audit Committee
Lord Turnbull has been an independent non-executive director of
Prudential since May 2006, and a member of the Audit Committee since
January 2007. He entered the House of Lords as a Life Peer in 2005. In
2002, he became Secretary of the Cabinet and Head of the Home Civil
Service until he retired in 2005. Prior to that, he held a number of positions
in the civil service, including Permanent Secretary at HM Treasury;
Permanent Secretary at the Department of the Environment (later
Environment, Transport and the Regions); Private Secretary (Economics) 
to the Prime Minister; and Principal Private Secretary to Margaret Thatcher
and then John Major. He joined HM Treasury in 1970. Lord Turnbull is
Chairman of BH Global Limited and a non-executive director of Frontier
Economics Limited and The British Land Company PLC, and was formerly 
a non-executive director of the Arup Group (2006-2007). He also works
part-time as a Senior Adviser to the London partners of Booz and Co (UK).

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Governance report

The Board is responsible to shareholders for 
creating and delivering sustainable shareholder
value through the management of the Group’s
business. This report explains Prudential’s 
approach to governance, including how the 
Board manages the business for the benefit 
of shareholders, promoting long-term 
shareholder interest.

As a UK company listed on the Main Market of the London
Stock Exchange, Prudential is subject to the governance rules
set out in the Combined Code. The Board has approved a
governance framework which maps out the internal approvals
processes and those matters which may be delegated. These
principally relate to the operational management of the
Group’s businesses and include pre-determined authority
limits delegated by the Board to the Group Chief Executive 
for further delegation by him in respect of matters which are
necessary for the effective day-to-day running and
management of the business. The chief executive of each
business unit has authority for the management of that
business unit and has established a management board
comprising its most senior executives.

The Board has overall responsibility for the system of 
internal control and risk management and for reviewing 
its effectiveness. The framework setting out the Group’s
approach to internal control, risk management and corporate
responsibility comprises the following:

• Group governance framework: Documents the Group’s

internal control policies and processes in an online manual,
including the Group’s risk framework, code of business
conduct and detailed policies on certain operational and
financial risks. Business units are also required to follow any
additional processes necessary to comply with local statutory
and regulatory requirements.

• Group risk framework: Provides an overview of the 

Group-wide philosophy and approach to risk management,
and sets out the key processes for risk management that
support the Group’s compliance with internal, statutory 
and regulatory requirements. 

• Corporate responsibility framework: Provides an overview 
of the Group-wide philosophy and approach to corporate
responsibility; supports the Group’s commercial focus and
the increasing challenges we face including changes in
stakeholder expectations. A key element is the Group Code
of Business Conduct which sets out the ethical standards 
the Board requires of itself, employees, agents and others
working on behalf of the Group, in their dealings with
employees, customers, shareholders, suppliers, and
competitors, in the wider community and in respect of
the environment.

The Business Review provides further detail on Prudential’s
risk appetite and exposures (pages 34 to 41) and corporate
responsibility activities (pages 74 to 78).

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Governance report
Corporate governance 

Corporate governance and the role of the board
Combined Code compliance
The corporate governance rules applicable to all UK
companies admitted to the Official List of the UK Listing
Authority are set out in the Combined Code, published by 
the Financial Reporting Council in June 2003, and revised in
2006. The directors believe that good corporate governance 
is central to achieving the Group’s objectives and maximising
shareholder value, and are committed to high standards of
corporate governance. The Board supports the Combined
Code, and confirms that it has complied with all of the
provisions set out in Section 1 throughout the financial 
year ended 31 December 2008.

The principles of the Combined Code have been applied as 
set out below and in the Directors’ Remuneration Report.

Board composition, appointments 
and election/re-election
As at 31 December 2008, the Board comprised the Chairman,
six executive directors and nine independent non-executive
directors. During the year, Tidjane Thiam was appointed as 
an executive director and Chief Financial Officer, with effect
from 25 March 2008, and Harvey McGrath was appointed 
as an independent non-executive director with effect from 
1 September 2008. On 15 May 2008 Philip Broadley ceased to
be a director with effect from the close of the Annual General
Meeting, and on 31 December 2008 Sir David Clementi
ceased to be a director and Chairman of the Board. He was
succeeded as Chairman by Harvey McGrath with effect from 
1 January 2009. The biographies of all current directors are set
out on pages 81 and 82. 

The Board may appoint directors, up to a maximum 
total number of 20 as set out in the Company’s Articles of
Association, and any director appointed by the Board will 
retire at the first Annual General Meeting following his or 
her appointment and offer himself or herself for election by
shareholders. Accordingly, Harvey McGrath will retire and
offer himself for election at the Annual General Meeting on 
14 May 2009. 

Under the current Articles of Association of the Company, 
all directors must retire as directors at least every three years,
and accordingly Mark Tucker, Michael McLintock and Nick
Prettejohn will retire and offer themselves for re-election 
at the Annual General Meeting on 14 May 2009. 

Non-executive directors are usually appointed for an 
initial three-year term, commencing with their election by
shareholders at the first Annual General Meeting following
their appointment. Each appointment is reviewed towards the
end of this period against performance and the requirements
of the Group’s businesses. Non-executive directors are typically
expected to serve for two three-year terms from their initial
election by shareholders, although the Board may invite them
to serve for an additional period. The terms and conditions 
of non-executive directors’ appointments are available for
inspection at the Company’s registered office during normal
business hours and at the Annual General Meeting.

The Board is actively engaged in succession planning for both
executive and non-executive roles to ensure that composition
is periodically renewed, and that the Board retains its
effectiveness at all times. This is delivered through an
established review process that is applied across all businesses
and covers both director and senior management succession
and development, and through the work of the Nomination
Committee, as described more fully on pages 92 and 93. The
Board considers the outcome of the review annually and
actions arising from the review are implemented as part of the
management development agenda. We believe that our non-
executive directors bring a wide range of business, financial
and international experience to the Board and its committees.
Our executive directors, who head up the main businesses of
the Group, each bring an in-depth understanding to the Board
of their particular business, its markets and its challenges,
ensuring coverage of the breadth and depth of the Group’s
principal activities.

Role of the Board
The roles of Chairman and Group Chief Executive are separate
and clearly defined, and the scope of these roles has been
approved by the Board so that no individual has unfettered
powers of decision. The Chairman is responsible for the
leadership and governance of the Board as a whole, and the
Group Chief Executive for the management of the Group and
the implementation of Board strategy and policy on the Board’s
behalf. In discharging his responsibilities, the Group Chief
Executive is advised and assisted by the Group Executive
Committee, comprising all the business unit heads and a
Group Head Office team of functional specialists. 

James Ross is the Company’s Senior Independent Director, to
whom concerns may be conveyed by shareholders if they are
unable to resolve them through the existing mechanisms for
investor communications, or where such channels are
inappropriate. 

The Board’s terms of reference, which are regularly reviewed,
set out those matters specifically reserved to it for decision, 
in order to ensure that it exercises control over the Group’s
affairs. These include approval of the annual and interim
results, strategy and corporate objectives, operating plans,
significant transactions and matters affecting the Company’s
share capital.

Powers of directors
The management and control of the business and affairs of the
Company are vested in the Board. The Board may exercise all
powers conferred on it by the Memorandum of Association,
the Articles of Association, and the Companies Acts. This
includes the powers of the Company to borrow money and to
mortgage or charge any of its assets (subject to limitations in
the Companies Acts and the Articles) and to give a guarantee,
security or indemnity in respect of a debt or other obligation 
of the Company. The Board may exercise all powers and do
everything within the powers of the Company, other than
matters required by the Companies Acts to be dealt with in
general meeting.

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Board and committee meetings and attendance
During 2008, the Board met 8 times and held a separate
strategy meeting. A detailed forward agenda has been in
operation for a number of years, which is continually updated
to reflect not only scheduled regular items of business but also
any topical matters that have arisen. Each year, at least one of
the Board meetings is held at one of the Group’s business
operations to facilitate a fuller understanding of the business.
In June 2008, a Board meeting was held at Jackson’s offices 
in the US, where the Board met with senior members of the 
US management team and attended a series of presentations
on the US distribution model and the challenges and
opportunities facing the US business. In September 2008, 
the Board met at the UK business’ offices in London, meeting
senior members of the UK management team and receiving 
a presentation on the UK business. In November 2008, the
Board held its annual strategy meeting in Hong Kong. Whilst
they were there, the directors met senior members of the Asian
management team, attended part of the Asian Leadership
Meeting and received presentations on the Asian business.
The Board also visited the Hong Kong offices.

The majority of directors attended all 7 scheduled Board
meetings occurring during the period. There was 1 additional
Board meeting, and the majority of the directors attended that
meeting. Where directors were not able to attend a meeting,
their views were canvassed by the Chairman prior to the
meeting. The table on page 85 details the number of Board
and Committee meetings attended by each director
throughout the year. A further 10 ad hoc Board Committee
meetings took place during the year, which had been
convened to finalise arrangements for matters discussed by 
the Board, such as final approvals of periodic financial reports
or finalising transactions. The Chairman usually meets formally,
at least annually, with the non-executive directors without the
executive directors being present. During 2008, the Chairman
held a number of meetings with non-executives individually or
in groups without the executives being present. It was decided
in the light of these meetings that no additional formal meeting
would be required. The Chairman Designate also had a
number of meetings with non-executive directors without 
the executives being present.

Full
Board
Meetings*

Audit Remuneration
Committee
Meetings‡

Committee
Meetings†

Nomination 
Committee
Meetings 

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Number of meetings in year

Sir David Clementinote 1
Sir Winfried Bischoffnote 2
Philip Broadleynote 3
Keki Dadisethnote 4
Michael Garrettnote 5
Ann Godbehere 
Bridget Macaskillnote 6
Clark Manning
Harvey McGrathnote 7
Michael McLintock 
Kathleen O’Donovannote 8
Nick Prettejohn
James Ross 
Barry Stowenote 9
Tidjane Thiamnote 10
Mark Tucker
Lord Turnbullnote 11

8

8(8)
7(8)
3(3)
6(8)
8(8)
8(8)
6(8)
8(8)
2(2)
8(8)
8(8)
8(8)
8(8)
7(8)
6(6)
8(8)
7(8)

6

n/a
n/a
n/a
n/a
n/a
6(6)
n/a
n/a
n/a
n/a
6(6)
n/a
n/a
n/a
n/a
n/a
6(6)

8

n/a
n/a
n/a
6(8)
7(8)
n/a
8(8)
n/a
n/a
n/a
n/a
n/a
8(8)
n/a
n/a
n/a
n/a

Figures in brackets indicate the maximum number of meetings which the individual could have attended in the period in which they were a Board or
Committee member.

*During 2008 there were 7 scheduled Board meetings and 1 additional Board meeting. In addition, there was a strategy event attended by all directors.
† During 2008 there were 6 scheduled Audit Committee meetings.
‡ During 2008 there were 4 scheduled Remuneration Committee meetings and 4 additional meetings. 

Notes
1
2
3
4

Not required to attend Nomination Committee meetings in 2008 as meetings were held to determine his successor.
Attended all meetings except one Board meeting due to a commitment agreed prior to appointment to the Board.
Ceased to be a director with effect from 15 May 2008.
Attended all meetings except two Board meetings and two Remuneration Committee meetings due to prior commitments and
the terrorist activities in Mumbai.
Attended all meetings except one Remuneration Committee meeting due to a prior commitment.
Attended all meetings except one scheduled Board meeting and the unscheduled Board meeting, due to prior commitments.
Appointed as a director on 1 September 2008. 
Temporary member of the Nomination Committee during 2008.
Attended all scheduled meetings but was unable to attend the unscheduled Board meeting because of travel commitments.

5
6
7
8
9
10 Appointed as a director on 25 March 2008.
11 Attended all meetings except the unscheduled Board meeting due to a prior commitment.

3

n/a
n/a
n/a
n/a
n/a
n/a
3(3)
n/a
n/a
n/a
3(3)
n/a
3(3)
n/a
n/a
n/a
n/a

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Governance report
Corporate governance 
continued

Board independence
The Company follows the Combined Code when 
determining the independence of its non-executive directors,
and in addition to that guidance Prudential is required to affirm
annually the independence of its Audit Committee members
under Sarbanes-Oxley legislation. Where necessary, the Board
ensures that appropriate processes are in place to manage any
possible conflict of interest.

In line with the principles of the Combined Code, both the
Chairman in office during the year and his successor from 
1 January 2009 were independent on appointment. Throughout
the year all non-executive directors were considered by the
Board to be independent in character and judgement, and
independent in accordance with the Combined Code. 

Keki Dadiseth and Barry Stowe also serve as non-executive
directors of ICICI Prudential Life Insurance Company Limited,
an Indian company which is owned 26% by Prudential, and in
addition Keki serves at Prudential’s request as a non-executive
director of ICICI Prudential Trust Limited, an Indian company
which is owned 49% by Prudential. The Board does not
consider that these appointments in any way affect Keki’s
status as an independent director of Prudential. 

Sir Winfried Bischoff has been Chairman of Citi Europe and a
Member of The Management, Operating and Business Heads
Committees of Citigroup Inc. since May 2000. He is also
Chairman of the European Advisory Board of Citigroup Inc. 
He was the acting Chief Executive Officer of Citigroup Inc.
from November 2007 to December 2007 when he was
appointed Chairman of Citigroup Inc. Sir Win relinquished 
his chairmanship of Citigroup Inc. on 23 February 2009, 
but remains a director. Prudential has a number of business
relationships with Citi. The Board believes that, in respect 
of the Combined Code, these business relationships are 
not sufficiently material to compromise his independence 
in matters relating to Prudential. 

Both Sir Winfried Bischoff and James Ross are on the board 
of The McGraw-Hill Companies, however, the Board does 
not consider that this relationship in any way affects the
independence of either Sir Win or James Ross in matters
relating to Prudential.

Prudential is one of the UK’s largest institutional investors and
the Board does not believe that this situation compromises the
independence of those non-executive directors who are also
on the boards of companies in which the Group has a
shareholding. The Board also believes that such shareholdings
should not preclude the Company from having the most
appropriate and highest calibre non-executive directors. 

Other commitments and conflicts of interest
Other commitments
The Board was satisfied during 2008 that the Chairman’s 
other commitments did not interfere with the day-to-day
performance of his duties for the Group, and that he had the
commitment and capability to make himself available under
unforeseen circumstances, should the need arise. The Board
remains satisfied in this respect as regards his successor. 
The major commitments of the current Chairman, including
changes during the year where applicable are detailed in
his biography on page 81. 

Our directors may, from time to time, hold directorships or
other significant interests with companies outside of the
Prudential Group, which may have business relationships
with the Group. 

Our executive directors may accept external directorships 
and retain any fees earned from those directorships, subject 
to prior discussion with the Group Chief Executive, and always
provided this does not lead to any conflicts of interest. In line
with the Combined Code, executive directors would be
expected to hold no more than one non-executive directorship
of a FTSE 100 company. Some of our executive directors hold
directorships of companies in the arts and educational sectors,
for which they do not receive any fees. One of our executive
directors, Michael McLintock, served on the board of Close
Brothers Group plc during part of the year and as trustee of the
Grosvenor Estate during the latter part of the year. Our Chief
Financial Officer, Tidjane Thiam, serves on the board of
Arkema S.A., a position he held on appointment to Prudential.
Details of any fees retained are included in the Directors’
Remuneration Report on page 118, and major commitments 
of our executive directors are detailed in their biographies 
on page 81.

Our non-executive directors may serve on a number of other
boards, provided that they are able to demonstrate satisfactory
time commitment to their role at Prudential, and that they
discuss any new appointment with the Chairman prior to
accepting. This ensures that they do not compromise their
independence and that any potential conflicts of interest 
and any possible issues arising out of the time commitments
required by the new role can be identified and addressed
appropriately. The major commitments of our non-executive
directors are detailed in their biographies set out on 
pages 81 and 82.

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Conflicts of interest
A new statutory duty on directors to avoid conflicts of interest
with the Company came into force in October 2008. The
Company’s Articles of Association, adopted in May 2008, allow
the directors to authorise conflicts of interest, and the Board
has adopted a policy and effective procedures for managing
and, where appropriate, approving conflicts or potential
conflicts of interest. Under those procedures, directors are
required to declare all directorships or other appointments 
to companies which are not part of the Prudential Group, 
and which could result in conflicts or potential conflicts of
interest, as well as other situations which could give rise to 
a potential conflict.

Induction, development and performance evaluation 
Induction
The Company Secretary supports the Chairman in providing
tailored induction programmes for new directors and on-going
training for all directors. Upon appointment, all directors
embark upon a wide-ranging induction programme covering,
amongst other things, the principal bases of accounting for the
Group’s results, the role of the Board and its key committees,
and the ambit of the internal audit and risk management
functions. In addition, they receive detailed briefings on the
Group’s principal businesses, its product range, the markets 
in which it operates and the overall competitive environment.
Other areas addressed include legal issues affecting directors
of financial services companies, the Group’s governance
arrangements, its investor relations programme, as well
as its remuneration policies.

Ongoing development
Throughout their period in office, directors are continually
updated on the Group’s businesses and the regulatory 
and industry-specific environments in which it operates, 
as well as on their legal and other duties and obligations as
directors where appropriate. These updates can be in the
form of written reports to the Board, or presentations by
senior executives or external sources where appropriate.
Non-executive directors serving on key committees are 
also updated regularly on matters specific to the relevant
committee in order to enhance their knowledge and
effectiveness throughout their term in office, and receive
presentations from senior executives on topics of interest
to them.

A programme of on-going professional development 
was undertaken for all directors in 2008, which covered a
number of sector-specific and business issues as well as legal,
accounting and regulatory changes and developments. Each
business unit head, accompanied by relevant senior managers,
gave a presentation to the Board during the course of the year
on the challenges and opportunities currently faced by their
business unit. In addition, senior managers within certain 
head office functions presented to the Board on the key issues
currently being handled by the function. During the year, two
‘teach-ins’ were held for non-executive directors covering 
FSA related topics and accounting disclosures. In addition,
members of the Audit Committee attended some meetings 
of the Group Operational Risk Management Committee and
the Group Asset and Liability Committee, as well as some
meetings of business unit audit committees, to aid their
understanding of topical matters of interest to them and 
how they are handled by the Group. 

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Performance evaluation 
Prudential continued its programme of annual evaluations 
of the performance of the Board and its committees in respect
of 2008, in line with the requirements of the Combined Code.
The aim was to improve the effectiveness of the Board and 
its committees, and enhance the Group’s performance.

In 2008, the evaluation of the Board as a whole was carried 
out by an independent consultant, following a briefing by 
the Chairman, the Chairman Designate and the Senior
Independent Director. Each director and the members of 
the Group Executive Committee completed a questionnaire
and were interviewed by the independent consultant. The
questions asked were based on the Combined Code and 
on previously identified matters, and sought views on the
effectiveness of the Board as a whole. The review was carried
out at the end of 2008, during the last month of Sir David
Clementi’s chairmanship of the Board. Ordinarily, the
effectiveness of the Chairman would also be reviewed as 
part of this process, however, given that a new Chairman 
was appointed with effect from 1 January 2009, it was not
considered necessary to carry out a review of the performance
of the outgoing Chairman for 2008.

The independent consultant prepared a report based on 
the various discussions held and presented and discussed 
the overall results of the evaluation with the Board in March 
2009. The use of external providers for this purpose is kept
under review.

In addition, the performance of the non-executive directors
and the Group Chief Executive was evaluated by the Chairman
in individual meetings. The Group Chief Executive individually
appraised the performance of each of the executive directors.

Internal and external support 
All directors have direct access to the services of the Company
Secretary who advises them on all corporate governance
matters, on Board procedures, and on compliance with
applicable rules and regulations. In order to ensure good
information flows, full Board and Committee papers are
provided to the directors by the Company Secretary in the
ordinary course approximately one week before each Board
or Committee meeting. 

The Board has approved a procedure whereby directors have
the right to seek independent professional advice at the
Company’s expense where this is appropriate to enable the
directors, either individually or as a group, to properly fulfil
their obligations. 

Copies of any instructions and advice given by an independent
professional adviser to a director are supplied by the director to
the Company Secretary who will, where appropriate, circulate
to other directors sufficient information to ensure that other
members of the Board are kept informed on issues arising
which affect the Company or any of its subsidiaries. 

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Corporate governance 
continued

Directors’ interests
Details of each director’s interests in shares of the 
Company are set out in the Directors’ Remuneration Report 
on page 116. 

Directors’ indemnities and protections 
The Company has arranged appropriate insurance cover in
respect of legal action against directors and senior managers 
of companies within the Prudential Group. In addition, the
Articles of Association of the Company permit the directors
and officers of the Company to be indemnified in respect of
liabilities incurred as a result of their office. Prudential also
provides protections for directors and senior managers of
companies within the Group against personal financial
exposure they may incur in their capacity as such. These
include qualifying third-party indemnity provisions (as 
defined by the relevant Companies Act) for the benefit of
directors of Prudential, including, where applicable, in their
capacity as directors of other companies within the Group.
These indemnities were in force during 2008 and remain 
in force.

Governance, internal control and risk management
The Board is responsible for establishing a system of internal
control, and for reviewing its effectiveness. To achieve this, 
the Board has established frameworks for internal governance,
risk and corporate responsibility. This system is designed to
manage rather than eliminate the risk of failure to achieve
business objectives, and can only provide reasonable and 
not absolute assurance against material misstatement or loss.

Further details on the procedures for the management of 
risk and the systems of internal control operated by the
Group are given in the section on Risk Governance on pages
96 and 97. The governance framework principally relates 
to the operational management of the Group’s businesses 
and includes pre-determined authority limits delegated 
by the Board in respect of matters which are necessary for 
the effective day-to-day running and management of the
business. The Group Chief Executive has been delegated
management authority by the Board, and in turn grants
authority to the executive, including the chief executive
officers of each business unit, who report to him for the
management of that business unit. In addition, each of 
those chief executives has established a management 
board comprising the business unit’s most senior executives. 

The system is regularly reviewed and complies with the revised
guidance on the Combined Code issued in October 2005 (the
Turnbull guidance). The Board last reviewed the effectiveness
of the system of internal control in 2009, covering all material
controls, including financial, operational and compliance
controls, and risk management systems. The Board confirms
that there is an ongoing process for identifying, evaluating and
managing the significant risks faced by the Group, which has
been in place throughout the period covered by this report 
and up to 18 March 2009.

The chief executive and chief financial officer of each business
unit certified compliance with the Group’s governance,
internal control and risk management requirements. The risk
management function reviewed any matters identified by
business units in their certification, and also assessed the risk
and control issues that arose and were reported during the
year. This included: routine and exception-based risk
reporting; matters identified and reported by other Group
Head Office oversight functions and the findings from the
work of the internal audit function, who execute risk-based
audit plans throughout the Group. The results were 
reported to and reviewed by the Group Audit Committee,
whose role is described on pages 89 to 91 and by the Board
where appropriate.

In line with the Turnbull guidance, the certification provided
above does not apply to certain material joint ventures where
the Group does not exercise full management control. In these
cases, the Group satisfies itself that suitable governance and risk
management arrangements are in place to protect the Group’s
interests. In addition, the relevant Group company which is
party to the joint venture must, in respect of any services it
provides in support of the joint venture, comply with the
requirements of the Group’s internal governance framework.

Disclosure of information to auditor 
The directors who held office at the date of approval of this
Directors’ Report confirm that, so far as they are each aware,
there is no relevant audit information of which the Company’s
auditor is unaware; and each director has taken all the steps
that he or she ought to have taken as a director to make 
himself or herself aware of any relevant audit information 
and to establish that the Company’s auditor is aware of 
that information. This confirmation is given and should be
interpreted in accordance with the provisions of section 234ZA
of the Companies Act 1985.

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Prudential plc Annual Report 2008

Board Committees
The Board has established audit, remuneration and nomination
committees as standing committees of the Board with written
terms of reference, which are kept under regular review. 
These committees are key elements of the Group’s corporate
governance framework, and reports on each are included below:

Audit Committee Report
This report sets out the responsibilities of the Group Audit
Committee (the ‘Committee’) and the activities carried out
by the Committee during the year to meet its objectives.

Role of the Committee
The Committee’s principal responsibilities consist of oversight
over financial reporting, internal control and risk management,
and monitoring auditor independence. Its duties include
gaining assurance on the control over financial processes and
the integrity of the Group’s financial reports, monitoring the
performance, objectivity and independence of the external
auditor, and reviewing the work of the internal auditor.

In performing its duties the Committee has access to
employees and their financial or other relevant expertise 
across the Group, and to the services of the Group-wide
Internal Audit Director and the Company Secretary. The
Committee may also seek external professional advice at the
Group’s expense.

The Committee’s terms of reference, which are set by the
Board and kept under regular review, are available on our
website at http://www.prudential.co.uk/prudential-
plc/aboutpru/corporategovernance/  Alternatively, copies
may be obtained upon request from the Company Secretary, 
at the Company’s registered office.

Membership
The Committee is comprised exclusively of independent 
non-executive directors of the Company, as set out below:

Kathleen O’Donovan ACA (Chairman)
Ann Godbehere FCGA 
Lord Turnbull KCB CVO

Membership is selected to provide a broad set of financial,
commercial and other relevant experience to meet the
Committee’s objectives. 

The Board has designated Kathleen O’Donovan as its audit
committee financial expert for Sarbanes-Oxley Act purposes,
and has determined that she also has recent and relevant
financial experience for the purposes of the Combined Code.
The Board has further determined that Ann Godbehere, 
who held senior financial positions in the insurance sector,
brings additional recent and relevant financial experience 
to the Committee.

Full biographical details of the members of the Committee,
including their relevant experience are set out in their
biographies on page 82.

Meetings
The Committee met six times during the year. By invitation, 
the Chairman of the Board, the Chief Financial Officer, the
Company Secretary and Group Legal Services Director, the
Group-wide Internal Audit Director, and other senior staff
from the internal audit, risk, compliance and security functions
where appropriate, as well as the lead partner of the external
auditor attended meetings. Other audit partners also attended
some of the meetings to contribute to the discussions relating
to their area of expertise.

A detailed forward agenda has been in operation for a number
of years which is continually updated to ensure all matters for
which the Committee is responsible are addressed at the
appropriate time of year. The Committee’s principal business
during the year consisted of the following:

• Review of half-year and full-year results, the annual report
and accounts, and other significant announcements where
appropriate;

• examination of critical accounting policies and key

judgmental areas; 

• review of changes in and implementation of Group

Accounting Policies in compliance with International
Accounting Standards and practices;

• approval of external auditor’s management representation
letter, review of external auditor’s full-year memorandum,
external audit opinion and final management letter;
• review of US filings and related external audit opinion;
• monitoring of auditor independence and the external

auditor’s plans and audit strategy, the effectiveness of the
external audit process, the external auditor’s qualifications,
expertise and resources, and making recommendations for
the re-appointment of the external auditor;

• monitoring of the framework and effectiveness of the

Group’s systems of internal control, including the Turnbull
compliance statement and Sarbanes-Oxley procedures;

• monitoring the effectiveness of both the Group’s risk
framework and the management of key financial and
operational risks;

• review of the internal audit plan and resources, and
monitoring of the audit framework and internal audit
effectiveness;

• monitoring the effectiveness of compliance processes 

and controls, and performance against the Group
Compliance Plan;

• review of anti-money laundering procedures, and allegations
received via the employee confidential reporting lines; and
• review of its own effectiveness and its terms of reference.

In addition, the Committee received in-depth presentations 
on a range of topics.

The Chairman reported to the Board on matters of particular
significance after each Committee meeting, and the minutes 
of Committee meetings were circulated to all Board members.

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Corporate governance 
continued

The Committee recognises the need to meet without the
presence of executive management. Such sessions were held
in March 2008 with the external and internal auditors, and in
July 2008 with the external and internal auditors and the head
of the security function. At all other times, management and
auditors have open access to the Chairman.

Financial reporting
As part of its review of financial statements prior to
recommending their publication to the Board, the Committee
focused on: critical accounting policies and practices and any
changes; decisions requiring a major element of judgement;
unusual transactions; clarity of disclosures; significant audit
adjustments; the going concern assumption; compliance with
accounting standards; and compliance with obligations under
the Combined Code and other applicable laws and regulations.

In addition, the Committee is regularly briefed by senior
management on developments in international accounting
standards.

Confidential reporting
At each meeting, the Committee received and reviewed a
report on calls to the confidential reporting line, which is 
made available to employees to enable them to communicate
confidentially on matters of concern, and actions taken in
response to these calls. The Committee also considered
whether any internal control implications arose from
communications received. No internal control implications
were raised from calls to the confidential helpline. During the
year, the Chairman reviewed the procedures adopted by the
Company on the methods of handling calls to the confidential
reporting line across the Group with the Group-wide Internal
Audit Director and the head of the security function.

Business unit audit committees
Each business unit has its own audit committee whose
members and chairmen are independent of the respective
business unit. The chairmen of these committees report
regularly to the Committee, and their meetings are attended by
senior management of the respective business unit, including
the business units’ heads of finance, risk, compliance and
internal audit. Business unit audit committees have adopted
standard terms of reference across the Group, with only minor
variations to address overseas requirements or particular
requirements of the business. The terms of reference of those
committees were reviewed during the year, and all include
escalation of significant matters to the Committee, approval 
of the business unit internal audit plans and overseeing the
adequacy of internal audit resources. Also included are
presentations from external auditors. During the year, the
business unit audit committees reviewed and approved their
respective internal audit plans, resources and the results of
internal audit work, and met privately with both external and
internal auditors. 

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Prudential plc Annual Report 2008

Internal control and risk management
The Committee reviewed the Group’s statement on internal
control systems prior to its endorsement by the Board. It also
reviewed the policies and processes for identifying, assessing
and managing business risks. Throughout the year, the
Committee received the minutes of the Disclosure Committee
and the Group Operational Risk Committee and noted their
activities. Further information on the Disclosure Committee
and on risk governance appears on pages 94 to 95 and pages
96 to 97 respectively.

Pursuant to the requirements of Section 404 of the Sarbanes-
Oxley Act, the Group must undertake an annual assessment 
of the effectiveness of internal control over financial reporting.
Further details are provided on page 95.

Internal audit
The Committee regards its relationship with the internal audit
function as pivotal to the effectiveness of its own activities.
Group-wide Internal Audit plays an important role in supporting
the Committee to fulfil its responsibilities under the Combined
Code and the Sarbanes-Oxley Act, and provides independent
assurance on the Company’s processes of identification and
control of risk. The Committee agreed the work programme 
of the internal audit function to be undertaken during 2008.
Each of the Group’s business units has an internal audit team,
the heads of which report to the Group-wide Internal Audit
Director. Internal audit resources, plans and work are overseen
by the Committee and by business unit audit committees.
Across the Group, total internal audit headcount stands at 120.
The Group-wide Internal Audit Director reports functionally to
the Committee and for management purposes to the Chief
Financial Officer.

Formal reports are submitted to Committee meetings, with
interim updates where appropriate, and views are also sought
at the private meetings between the Committee and the
internal auditors, as well as during regular private meetings
between the Chairman of the Committee and the Group-wide
Internal Audit Director. 

The Committee assesses the effectiveness of the internal audit
function by means of regular reviews, some of them carried 
out by external advisers, and through ongoing dialogue with
the Group-wide Internal Audit Director. External reviews of
internal audit arrangements and standards were conducted 
in 2006 and 2007 to ensure that the activities and resources
of internal audit are most effectively organised to support the
oversight responsibilities of the Committee. These reviews,
performed by Deloitte, confirmed that the internal audit
function complies with the Institute of Internal Auditors’
international standards for the professional practice of internal
auditing and was operating effectively. An internal assessment
of the internal audit function was performed by the Group-
wide Internal Audit Director in 2008, based on the internal
audit function’s ongoing self-assessment processes and using 
a maturity model derived from the review criteria used by
Deloitte. The assessment confirmed that the internal audit
function conforms to the Institute of Internal Auditors’
international standards and continues to operate effectively in
all areas of professional practice. The results of the assessment
were reported in detail to the Committee in February 2009. 

Re-appointment of auditor
The Group operates a policy under which at least once every
five years a formal review is undertaken by the Committee to
assess whether the external audit should be re-tendered. The
external audit was last put out to competitive tender in 1999
when the present auditor was appointed. In 2005, 2006, 2007
and 2008 the Committee formally considered the need to 
re-tender the external audit service and concluded that, given 
the significant changes in accounting, audit and regulatory
requirements, the interests of the Company were better served
by retaining the existing auditor through a period of continuing
change. In addition, the Committee concluded that there was
nothing in the performance of the auditor requiring a change.
In 2007, a new lead audit partner was appointed by KPMG
Audit Plc, in line with the Auditing Practices Board Ethical
Statements and the Sarbanes-Oxley Act.

Following its review of the external auditor’s effectiveness 
and independence, the Committee has recommended to the
Board that KPMG Audit Plc be re-appointed as auditor of the
Company, and a resolution for the re-appointment of KPMG
Audit Plc as auditor of the Company to hold office until the end
of the 2010 Annual General Meeting will be put to a shareholder
vote at the Annual General Meeting on 14 May 2009.

Review of Committee effectiveness
During the year, the Committee undertook an in-depth
performance assessment in-house by way of a detailed
questionnaire, administered by Group Secretariat, addressing
both compliance with various regulations and codes 
of conduct, and qualitative aspects of the Committee’s
performance during the year. The results were discussed 
at a Committee meeting in January 2009 and reported 
to the Board in February 2009. Recommendations to improve
processes identified by the review are being implemented, 
and the Committee is satisfied, based on the findings of 
this review, that it had been operating as an effective audit
committee throughout the year, meeting all applicable 
legal and regulatory requirements. Further reviews of 
the effectiveness of the Committee will be undertaken
regularly, and will from time to time be conducted by 
external consultants. 

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External audit
The Committee has a key oversight role in relation to the
external auditor, KPMG Audit Plc, whose primary relationship
is with the Committee. The Group’s Auditor Independence
Policy ensures that the independence and objectivity of the
external auditor is not impaired. The policy sets out four key
principles which underpin the provision of non-audit services
by the external auditor, namely that the auditor should not:

• Audit its own firm’s work; 
• make management decisions for the Group;
• have a mutuality of financial interest with the Group; or 
• be put in the role of advocate for the Group. 

All services provided by the auditor in accordance with this
policy are pre-approved by the Committee. The Committee
regularly reviews and updates the policy to ensure alignment
with the latest standards and best practice in establishing,
maintaining and monitoring auditor independence and
objectivity. 

Audit fees
For the year ended 31 December 2008, the Committee
approved fees of £9.0 million to its auditor, KPMG Audit Plc,
for audit services and other services supplied pursuant to
relevant legislation. In addition, the Committee approved fees
of £1.8 million to KPMG for services not related to audit work,
which accounted for 17 per cent of total fees paid to the
external auditor in the year. Non-audit services primarily
related to actuarial services and basic tax compliance work. 
In accordance with the Group’s Auditor Independence Policy,
all services were approved prior to work commencing, and
each of the non-audit services was confirmed to be permissible
for the external auditor to undertake, as defined by the
Sarbanes-Oxley Act. The Committee reviewed the non-audit
services being provided to the Group by KPMG at regular
intervals during 2008. A summary of audit fees is provided 
in Note I4 of the Group Financial Statements.

Auditor performance and independence
As part of its work during 2008, the Committee assessed the
performance of the external auditor, its independence and
objectivity, and the effectiveness of the audit process. In
addition to questioning the external auditor and the Chief
Financial Officer, which is a regular feature of meetings, the
review of the effectiveness of the external audit process 
was conducted through a questionnaire-based exercise
administered by Group-wide Internal Audit, supplemented by
interviews with senior finance staff and Committee members.
In addition, the Committee received the results of an internal
review carried out by the external auditor in respect of its
services to the Group. The Committee also reviewed the
external audit strategy and received reports from the auditor
on its own policies and procedures regarding independence
and quality control, including an annual confirmation of its
independence in line with industry standards.

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Corporate governance 
continued

Remuneration Committee Report
Role of the Committee
The Remuneration Committee (the ‘Committee’) determines
the remuneration packages of the Chairman and executive
directors. It also agrees the principles and monitors the level
and structure of remuneration for a defined population of
senior management as determined by the Board. In framing 
its remuneration policy, the Committee has given full
consideration to the provisions of Schedule A to the Combined
Code. The Directors’ Remuneration Report prepared by the
Board is set out in full on pages 102 to 127. In preparing the
report, the Board has followed the provisions of the Combined
Code, the Listing Rules of the Financial Services Authority, and
the Companies Acts.

Except in relation to the remuneration of the Group Chief
Executive, when only the Chairman is consulted, the
Committee consults the Chairman and the Group Chief
Executive about the Committee’s proposals relating to the
remuneration of all executive directors. The Committee has
access to professional advice inside and outside the Company.

The Committee’s terms of reference, which are set by the
Board and kept under regular review, are available on our
website at http://www.prudential.co.uk/prudential-
plc/aboutpru/corporategovernance/  Alternatively, copies
may be obtained upon request from the Company Secretary,
at the Company’s registered office.

The terms of reference comply with all significant aspects of
relevant investor guidelines, and are benchmarked against
others in similar industries. The terms require the Committee
to ensure that when setting remuneration policy, the Company
provides reward for enhancing shareholder value responsibly
in relation to executive directors’ individual contributions,
which we believe is the appropriate policy to support
our business. 

Membership
The Committee is comprised exclusively of independent
non-executive directors of the Company, as set out below: 

Bridget Macaskill (Chairman)
Keki Dadiseth FCA 
Michael Garrett
James Ross 

Full biographical details of the members of the Committee,
including their relevant experience are set out in their
biographies on page 82.

Meetings
The Committee normally has scheduled meetings at least four
times a year and a number of additional meetings, as required,
to review remuneration policy and the application of that
policy. While the Chairman and Group Chief Executive are not
members, they attend meetings unless they have a conflict of
interest. During 2008, a total of eight Committee meetings
were held.

Nomination Committee Report 
Role of the Committee
The Nomination Committee (the ‘Committee’), in consultation
with the Board, evaluates the balance of skills, knowledge and
experience on the Board and identifies the roles and
capabilities required at any given time, taking into account the
Group’s business. Candidates are considered on merit against
those criteria, and the Committee makes recommendations 
to the Board regarding suitable candidates for appointments.
In appropriate cases, search consultants are used to identify
candidates. The Committee also reviews conflicts of interest 
or potential conflicts of interest raised by directors between
Board meetings or for prospective new Board members. In
cases where there might be an actual or potential conflict of
interest, the Committee has powers to authorise any such
actual or potential conflict situation on behalf of the Board,
imposing any terms and conditions it deems appropriate, or to
make recommendations to the Board as to whether the conflict
or potential conflict should be authorised, and on what terms.

The Committee’s terms of reference, which are set by 
the Board and kept under regular review, are available on 
our website at http://www.prudential.co.uk/prudential-
plc/aboutpru/corporategovernance/  Alternatively, copies
may be obtained upon request from the Company Secretary, 
at the Company’s registered office.

Membership
The Committee is comprised of independent non-executive
directors and the Chairman, as set out below:

Sir David Clementi FCA MBA

(Chairman until 31 December 2008) 

Harvey McGrath (Chairman from 1 January 2009)
Bridget Macaskill 
James Ross 

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Meetings
The Committee meets as required to consider candidates for
appointment to the Board and to make recommendations to
the Board in respect of those candidates. The Group Chief
Executive is closely involved in the work of the Committee
and is invited to attend and contribute to meetings.

During 2008, the Committee, with the approval of the 
Board, established a sub-committee chaired by the Senior
Independent Director and including Bridget Macaskill and
Kathleen O’Donovan, to manage the search for a successor 
to the Chairman. The sub-committee formally met three times
during the year and maintained regular contact throughout 
the process. External advice was also received. The Chairman
did not attend any of these meetings. The sub-committee
recommended to the Board the appointment of Harvey
McGrath as a non-executive director and Chairman Designate.
Harvey McGrath was appointed by the Board as a non-
executive director on 1 September 2008 and succeeded Sir
David Clementi as Chairman of the Board on 1 January 2009.
Full biographical details of Harvey are set out on page 81.

The process of evaluating the skills and composition of the
Board is ongoing, and is kept under regular review in order 
to ensure appropriate plans for succession to the Board are
in place. 

Relations with shareholders
Communication with shareholders 
As a major institutional investor, the Company is very aware 
of the importance of maintaining good relations with its
shareholders. We regularly hold discussions with major
shareholders and a programme of meetings took place during
2008. A perception survey into the views of the Company’s
major investors is undertaken on an annual basis by an
independent firm, and the results of this survey are presented
to the Board. Board members also regularly receive copies 
of the latest analysts’ and brokers’ reports on the Company 
and the sector, to further develop their knowledge and
understanding of external views about the Company. The
Chairman and the non-executive directors provided feedback
to the Board on topics raised with them by major shareholders.
Should major shareholders wish to meet newly appointed
directors, or any of the directors generally, they are welcome 
to do so.

The Group maintains a corporate website
http://www.prudential.co.uk containing a wide range of
information of interest to private and institutional investors,
including the Group’s financial calendar. The shareholder
information section on pages 364 and 365 contains further
details which may be of interest to shareholders.

Annual General Meeting
The Annual General Meeting will be held in the Churchill
Auditorium at The Queen Elizabeth II Centre, Broad Sanctuary,
Westminster, London SW1P 3EE on 14 May 2009 at 11.00am.
The Company believes the Annual General Meeting is an
important forum for both institutional and private shareholders
and encourages all its shareholders to vote. Shareholders are
given the opportunity during annual general meetings to put
questions to the Board on matters relating to the Group’s
operations and performance. 

At its Annual General Meeting in 2008, the Company
continued its practice of calling a poll on all resolutions. The
voting results, which included all votes cast for and against
each resolution at the meeting, and all proxies lodged prior
to the meeting, were indicated at the meeting and published
on the Company’s website as soon as practicable after the
meeting. The Company also disclosed the number of votes
withheld at the meeting and on its website. This practice
provides shareholders present with sufficient information
regarding the level of support and opposition to each
resolution, and ensures all votes cast either at the meeting
or through proxies are included in the result. 

Company constitution
The Company is governed by the Companies Acts and other
applicable legislation, and by its Memorandum and Articles 
of Association. The Memorandum and Articles of Association
are available on our website at http://www.prudential.co.uk/
prudential-plc/aboutpru/memorandum/ 

Any change to the Memorandum or the Articles must be
approved by special resolution of the shareholders in
accordance with the provisions of the Companies Acts.
Changes to the Articles of Association will be proposed at 
this year’s Annual General Meeting. Details of the proposed
changes are set out in the Notice of Annual General Meeting
2009 and Explanation of Business, which is sent to
shareholders and is also available on the Company’s 
website at http://www.prudential.co.uk/prudential-
plc/investors/agminfo/2009/

Share capital
On 31 December 2008, the Company’s issued share capital,
which is set out in Note H11, consisted of 2,496,947,688
ordinary shares of 5 pence each, all fully paid up and listed on
the Main Market of the London Stock Exchange. The number
of accounts on the share register at 31 December 2008 was
75,438 (2007: 75,948). The Company is listed on the New York
Stock Exchange in the form of American Depositary Shares,
referenced to its ordinary shares, under a depositary
agreement with JP Morgan. 

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Governance report
Corporate governance 
continued

Rights and obligations
The rights and obligations attaching to the Company’s shares
are set out in full in the Company’s Articles of Association.
There are no voting restrictions on the ordinary shares, and
each share carries one vote on a poll. If votes are cast on a
show of hands, each shareholder present in person or by 
proxy has one vote regardless of the number of shares held,
in accordance with the Companies Acts. Where, under an
employee share plan operated by the Company, participants
are the beneficial owners of the shares but not the registered
owners, the voting rights are normally exercisable by the
registered owner, in accordance with the relevant plan rules.
Trustees may vote at their discretion, but do not vote on any
unawarded shares held as surplus assets.

As at 18 March 2008, trustees held 0.227 per cent of the 
issued share capital of the Company under the various plans 
in operation.

Rights to dividends under the various schemes are set out in
Note I2.

Restrictions on transfer
In accordance with English company law, shares may be
transferred by an instrument of transfer or through an electronic
system (currently CREST), and transfer is not restricted except
that the directors may in certain circumstances refuse to
register transfers of shares, but only if such refusal does not
prevent dealings in the shares from taking place on an open
and proper basis. If the directors make use of that power, 
they must send the transferee notice of the refusal within
two months. 

Certain restrictions may be imposed from time to time by 
laws and regulations (for example, insider trading laws), and
pursuant to the Listing Rules of the Financial Services Authority
and Prudential’s own share dealing rules whereby certain
employees of the Company require the approval of the
Company to deal in the Company’s ordinary shares.

Some of the Company’s employee share plans include
restrictions on transfer of shares while the shares are subject to
the plan. As described in the Directors’ Remuneration Report,
non-executive directors use a proportion of their fees to
purchase shares in the Company which may not normally be
transferred during a director’s period of office. In addition, all
directors hold a number of qualification shares, which they
would also be expected to retain during their tenure of office.

Significant shareholdings
As at 18 March 2009, the Company had received notification 
in accordance with Rule 5.1.2 R of the Disclosure and
Transparency Rules of the Financial Services Authority 
from Legal & General Group Plc and Capital Research and
Management Company that they held 4.96 per cent and 
5.005 per cent respectively of the Company’s issued ordinary
share capital at the time of notification. 

Powers of directors to issue shares
The directors require authority from shareholders in relation 
to the issue of shares by the Company. Whenever shares 
are issued, the Company has to offer the shares to existing
shareholders pro rata to their holdings, unless it has been given
authority by shareholders to issue shares without offering them
first to existing shareholders. The Company seeks authority
from its shareholders on an annual basis to issue shares, up to a
maximum amount, and to issue up to five per cent of its issued
share capital without observing pre-emption rights, in line with
relevant regulations and best practice. 

Details of shares issued during 2007 and 2008 are given 
in Note H11. No shares were issued in 2006 disapplying 
pre-emption rights, and the total number of shares issued
disapplying pre-emption rights over the last three years
amounted to less than 7.5 per cent.

Powers of directors to buy back shares
The directors also require authority from shareholders in
relation to the buying back of shares by the Company. The
Company seeks authority by special resolution on an annual
basis for the buyback of its own shares in accordance with the
relevant provisions of the Companies Acts and other related
guidance. The Company has not made use of that authority
since it was last granted at its Annual General Meeting in 2008.
This existing authority is due to expire at the end of this year’s
Annual General Meeting. A special resolution to approve the
renewal of this authority will be put to shareholders at the
Annual General Meeting on 14 May 2009.

US corporate governance and regulations 
As a result of the listing of its securities on the New York Stock
Exchange, the Company is required to comply with the
relevant provisions of the Sarbanes-Oxley Act 2002 as they
apply to foreign private issuers, and has adopted procedures 
to ensure this is the case. 

94

Prudential plc Annual Report 2008

In particular in relation to the provisions of Section 302 of 
that Act, which covers disclosure controls and procedures, 
a Disclosure Committee has been established reporting to 
the Group Chief Executive, chaired by the Chief Financial
Officer and comprising members of senior management. 
The objectives of this Committee are to:

• Assist the Group Chief Executive and the Chief Financial

Officer in designing, implementing and periodically
evaluating the Company’s disclosure controls and
procedures;

• monitor compliance with the Company’s disclosure controls

and procedures;

• review and provide advice to the Group Chief Executive and
Chief Financial Officer with regard to the scope and content
of all public disclosures made by the Company which are of
material significance to the market or investors; and

• review and consider, and where applicable follow up on,
matters raised by other components of the disclosure
process. These may include, to the extent they are relevant
to the disclosure process, any matters to be raised with the
Group Audit Committee, the internal auditors or the external
auditor of the Company’s internal controls.

In discharging these objectives, the Committee helps to
support the certifications by the Group Chief Executive and 
the Chief Financial Officer of the effectiveness of disclosure
procedures and controls required by Section 302.

The provisions of Section 404 of the Sarbanes-Oxley Act
require the Company’s management to report on the
effectiveness of internal controls over financial reporting 
in its annual report on Form 20-F, which is filed with the US
Securities and Exchange Commission. To comply with this
requirement to report on the effectiveness of internal control,
the Group has undertaken a significant project to document
and test its internal controls over financial reporting in the
format required by that Act. The annual assessment and
related report from the external auditor will be included in the
Group’s annual report on Form 20-F, which will be published 
in the coming months.

In addition, the Disclosure Committee has regard to the 
UK Listing Regime, and evaluates whether or not a particular
matter requires disclosure to the market.

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Governance report
Risk governance 

Organisation
Prudential’s risk governance framework requires that all of 
the Group’s businesses and functions establish processes for
identifying, evaluating and managing the key risks faced by the
Group. The framework is based on the concept of ‘three lines
of defence’: risk management; risk oversight; and independent
assurance.

The diagram below outlines the Group-level framework.

Risk management: As described in the corporate governance
report above, primary responsibility for strategy, performance
management and risk control lies with the Board, Group Chief
Executive and the chief executives of each business unit.

Risk oversight: Risk exposures are monitored and reviewed
by Group-level risk committees, chaired by the Chief Financial
Officer, with representation from business unit and Group
Head Office oversight functions:

• Group Asset Liability Committee: Meets monthly to

oversee the Group’s financial risk (market, credit, liquidity
and insurance risks) exposures.

• Balance Sheet and Capital Management Committee: Meets
monthly to manage the Group’s balance sheets and to oversee
the activities of the Prudential Capital business unit.

• Group Operational Risk Committee: Meets quarterly to

oversee the Group’s non-financial risk (operational, business
environment and strategic risks) exposures.

The committees’ oversight is supported by the Group Chief
Risk Officer, with functional oversight provided by:

• Group Security: Develop and deliver appropriate security
measures to protect the Group’s staff, physical assets and
intellectual property.

• Group Compliance: Verify compliance with regulatory
standards and inform the Group’s senior management
and the Board on key regulatory issues affecting the Group.

• Group Risk: Establish and embed a capital management 
and risk oversight framework and culture consistent with
Prudential’s risk appetite that protects and enhances the
Group’s embedded and franchise value.

Independent assurance: As described in the corporate
governance report above, the Group Audit Committee,
supported by Group-wide Internal Audit, provides
independent assurance and oversight of the effectiveness of
the Group’s system of internal control and risk management.

Risk governance framework

Risk management

Risk oversight

Independent assurance

Prudential plc 
Board

Group 
Chief Executive

Group Executive
Committee

Group Asset Liability 
Committee

Balance Sheet and 
Capital Management
Committee

Group Operational 
Risk Committee

Chief Financial
Officer

Group Chief 
Risk Officer

Business unit
chief executives

Group risk, 
compliance and 
security functions

Business unit risk and 
oversight functions

Board/Board committees
Management committees
Personnel
Functions

Direct reporting line
Provides support to committees
Regular dialogue and reporting
Regular communication and escalation

96

Prudential plc Annual Report 2008

Group Audit 
Committee

Group-wide 
Internal Audit

Business unit 
audit committees

Principles and objectives
Risk is defined as the uncertainty that Prudential faces in
successfully implementing its strategies and objectives. 
This includes all internal or external events, acts or omissions
that have the potential to threaten the success and survival
of Prudential.

Reporting
The Group Executive Committee and the Board are provided
with regular updates on the Group’s economic capital position,
overall position against risk limits and RAP. They also receive
the annual financial condition reports prepared by the Group’s
insurance operations.

The Group Audit Committee is provided with minutes of the
Group Operational Risk Committee, and regular updates on
financial and operational risk exposures. 

Group Head Office oversight functions have clear escalation
criteria and processes for the timely reporting of risks and
incidents by business units. As appropriate, these risks and
incidents are escalated to the various Group-level risk
committees and the Board.

Internal business unit routine reporting requirements vary
according to the nature of the business. Each business unit 
is responsible for ensuring that its risk reporting framework
meets both the needs of the business unit (for example
reporting to the business unit risk and audit committees) 
and the minimum standards set by the Group (for example, 
to meet Group-level reporting requirements).

Business units review their risks as part of the annual
preparation of their business plans, and review opportunities
and risks against business objectives regularly with Group
executive management. Group Risk reviews, and reports 
to Group executive management, on the impact of large
transactions or divergences from business plans.

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The control procedures and systems established within the
Group are designed to manage, rather than eliminate, the risk
of failure to meet business objectives. They can only provide
reasonable and not absolute assurance against material
misstatement or loss, and focus on aligning the levels of 
risk-taking with the achievement of business objectives.

Material risks will only be retained where this is consistent 
with Prudential’s risk appetite framework, ie:

• The retention of the risk contributes to value creation;
• the Group is able to withstand the impact of an adverse

outcome; and

• the Group has the necessary capabilities, expertise,

processes and controls to manage the risk.

The Group has five objectives for risk and capital management:

a Framework: Design, implement and maintain a capital

management and risk oversight framework consistent with
the Group’s risk appetite and Risk-Adjusted Profitability
(RAP) model. 

b Monitoring: Establish a ‘no surprises’ risk management
culture by identifying the risk landscape, assessing and
monitoring risk exposures and understanding change
drivers.

c Control: Implement risk mitigation strategies and remedial
actions where exposures are deemed inappropriate and
manage the response to extreme events.

d Communication: Communicate the Group risk, capital and
profitability position to internal and external stakeholders 
and rating agencies.

e Culture: Foster a risk management culture, providing quality
assurance and facilitating the sharing of best practice risk
measurement and management across the Group and
industry.

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Governance report
Corporate responsibility governance 

The Board is committed to achieving the highest standards 
of Corporate Responsibility (CR) in directing and controlling
the business. In terms of the governance of our CR strategy,
Nick Prettejohn, Chief Executive Prudential UK and Europe,
has Board level responsibility for social, environmental and
ethical risk management. The Board discusses Prudential’s
performance on these areas at least once a year and also
reviews and approves Prudential’s CR report and strategy 
on an annual basis. 

Below Board level, the Responsibility Committee is a 
specialist Group-wide committee chaired by Stephen
Whitehead, Group Communications Director. This committee
is responsible for reviewing Prudential’s business conduct 
and social and environmental policy, and ensures consistency
of approach across the Group’s international businesses.
Consideration of environmental, social and community 
matters is embedded in our Code of Business Conduct and
supported by our CR philosophy and programme, which 
takes into account local cultures and requirements across 
our businesses.

The Corporate Responsibility team, which is located in 
Group Head Office, develops Prudential’s CR strategy and
works closely with individual business units to provide advice.
The team also assists with the development and adaptation of
Group-wide initiatives so that they not only fit with our overall
Group principles but are also adapted to meet local needs. 

98

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Governance 
Additional disclosures

The following additional disclosures are made in compliance
with the Companies Act 2006, the Disclosure and
Transparency Rules and the Combined Code.

Post-balance sheet events
Important events affecting the Company after the end of the
financial year are detailed in Note I10.

Financial reporting 
The directors have a duty to report to shareholders on the
performance and financial position of the Group and are
responsible for preparing the financial statements on pages
131 to 315 and the supplementary information on pages 318 to
356. It is the responsibility of the auditor to form independent
opinions, based on its audit of the financial statements and its
review of the EEV basis supplementary information; and to
report its opinions to the Company’s shareholders and to the
Company. Its opinions are given on pages 317 and 358. 

Company law requires the directors to prepare financial
statements for each financial year which give a true and fair
view of the state of affairs of the Company and of the Group.
The criteria applied in the preparation of the financial
statements are set out in the statement of directors’
responsibilities on page 316.

The directors are further required to confirm that the 
directors’ report includes a fair review of the development 
and performance of the business, with a description of the
principal risks and uncertainties. Such confirmation is 
included in the statement of directors’ responsibilities
on page 316.

The Business Review includes, on pages 34 to 41, a description
of the Group’s risk and capital management, which includes a
description of the Group’s liquidity position. These risks are
also discussed in Note C to the financial statements. The Group
has considerable internal and external financial resources and
the directors believe that the Group is well placed to manage
its business risks successfully despite the current uncertain
economic outlook.

After making enquiries, the directors have a reasonable
expectation that the Company and the Group have adequate
resources to continue its operations for the foreseeable future.
The directors therefore have continued to use the going
concern basis in preparing the financial statements.

Significant agreements that take effect, alter or
terminate upon a change of control of the Company
following a takeover bid
Under the agreements governing Prudential Corporation
Holdings Limited’s life insurance and fund management 
joint ventures with China International Trust & Investment
Corporation (CITIC), if there is a change of control of the
Company, CITIC may terminate the agreements and either 
(i) purchase the Company’s entire interest in the joint venture 
or require the Company to sell its interest to a third-party
designated by CITIC or (ii) require the Company to purchase 
all of CITIC’s interest in the joint venture. The price of such
purchase or sale is to be the fair value of the shares to be
transferred, as determined by the auditor.

Essential contracts or arrangements
There are a number of significant relationships with third-
parties, which have value to the business. No single
relationship, however, is considered to be essential to the
Group as a whole.

Compensation for loss of office
None of the terms of employment of the Company’s directors
includes provisions for payment of compensation for loss 
of office or employment that occurs because of a takeover.
Terms applying on a termination of their office are set out in the
Directors’ Remuneration Report. In the US, senior executives
participate on a discretionary basis in a plan which entitles
them to compensation, in the event that their employment 
is terminated or adversely affected as a result of a takeover. 
In addition, one employee in our Asian business participates 
in a similar plan.

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Governance 
Index to principal Directors’ Report disclosures 

Information required to be disclosed in the Directors’ Report may be found in the following sections:

Information

Business review

Essential contracts or arrangements

Disclosure of information to auditor

Directors in office during the year

Principal activities

Dividend recommended for the year

Section in Annual Report

Page number(s)

Overview and business review

Additional disclosures

Corporate governance 

Governance

Business review

Business review

2-78

99

88

81-82, 84

23

27

88

78

69

Details of qualifying third-party indemnity provisions

Corporate governance 

Political and charitable donations and expenditure

Corporate responsibility review

Financial instruments – risk management objectives 
and policies

Business review

Post-balance sheet events

Note I10 of the Notes on the Group 
financial statements and Additional disclosures 99, 305

Future developments of the business of the Company

Business review

Employment policies and employee involvement

Creditors – policy on payment and practice

Structure of share capital, including restrictions on the 
transfer of securities, voting rights and significant shareholders

Rules governing appointments of directors

Rules governing changes to the articles of association

Powers of directors 

Corporate responsibility review

Corporate responsibility review

Corporate governance

Corporate governance 

Corporate governance 

Corporate governance 

Significant agreements impacted by a change of control

Additional disclosures

Agreements for compensation for loss of office or 
employment on takeover

Additional disclosures

18-78

74-78

78

93-94

84

93

84

99

99

In addition, the risk factors set out on pages 360 to 363 are incorporated by reference into this Directors’ Report.

On behalf of the Board of directors

Peter Maynard
Company Secretary

18 March 2009

100 Prudential plc Annual Report 2008

102 Directors’ remuneration report

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Directors’ remuneration report
For year ending 31 December 2008

Dear Shareholders

I am pleased to present the 2008 remuneration report for
Prudential, setting out our remuneration policy for senior
executives and the remuneration for our executive directors.

The primary objectives of our remuneration policy remain
unchanged: to attract high calibre executives and to encourage
them to contribute to the success of Prudential by fulfilling our
business plans, thereby achieving returns for our shareholders.
We reward executives based on the Company’s success and
their individual contributions. By focusing on the delivery of
both short and long-term business objectives the remuneration
policy supports the Company’s strategy and goals and is
effectively aligned with the interests of shareholders. 

As I indicated in last year’s Report, in 2008 the Committee
undertook a full review of the remuneration policy for the
executive directors. The results of the review clearly indicated
that there are areas of our executive directors’ remuneration
which are below market, particularly incentive levels. However
when considering the findings of the review, we have been
very conscious of the current economic climate, both globally
and in each region in which we do business. Hence the
Committee considers that this is not an appropriate time to
make changes to executive compensation. In reaching this
decision we have been particularly mindful of the interests 
and perspectives of shareholders. 

In consequence:

• We made no changes for 2009 to the basic salaries of 

our executive directors or our Group Leadership Team 
(top 100 employees);

• in deciding 2008 bonus levels, we applied no discretion
when considering the financial results against targets 
which had been set at the beginning of the year; and
• we have not changed the levels of long-term incentive

awards for 2009. 

During 2008 we also reviewed our incentive arrangements to
ensure that they do not encourage inappropriate behaviour,
especially in terms of short-term risk taking. The annual 
bonus plan measures for 2009 place particular emphasis on
generation of cash and preservation of capital, as discussed 
on page 105 to reflect the importance of these factors to the
Group. The Committee is satisfied that the structure of the
incentive arrangements is appropriate but will continue to 
keep this under review during the year.

The Remuneration Committee determines remuneration policy
and makes decisions on individuals’ remuneration while taking
into account:

• The UK’s regulatory framework;
• shareholders’ views;
• good practice as set out in investor guidelines;
• UK corporate governance standards;
• remuneration practices and levels of compensation 

in local markets; and 

• remuneration arrangements for other employees 

in the Company. 

Thus the policy aims to comply with good practice in the 
UK, whilst not losing sight of the need to take account of
competitive conditions in the local market in which an
individual works. 

The Committee’s remuneration policy applies a set of
Remuneration Principles which support the Committee’s
strong belief that remuneration must reflect performance
which delivers the Group’s strategy and ensures a continuing
alignment with the shareholders. The review conducted in
2008 confirmed the validity of the principles which guide the
Remuneration Committee in determining its general approach
to remuneration and the awards made to the individual
executive directors. 

The Remuneration Principles which the Committee has 
applied are:

• A high proportion of total remuneration will be delivered
through performance-related reward with high levels of
reward only being paid for high levels of achievement;
• a significant element of performance-related reward will 

be provided in the form of shares;

• the total remuneration package for each executive director
will be set in relation to the relevant employment market;

• the performance of business unit executives will be
measured at both a business unit and Group level;
• performance measures will include absolute financial

measures and relative measures as appropriate, to provide
alignment between achieving results for shareholders and
the rewards for executives; and

• reward structures will be designed to deliver fair and

equitable remuneration for all employees.

102 Prudential plc Annual Report 2008

The Committee will continue to review these principles
regularly.

The members of the Remuneration Committee during 2008,
listed below, are all independent non-executive directors: 

Bridget Macaskill (Chairman)
Keki Dadiseth
Michael Garrett 
James Ross (joined 1 January 2008)

The Committee meets on at least four occasions each year 
and more often when necessary. In 2008 the Committee met 
eight times. The Chairman and the Group Chief Executive 
are invited to attend the meetings and are asked to provide 
their views as appropriate. The Committee decides the
remuneration of the Chairman and the executive directors,
including the Group Chief Executive, but in no case is any
person present when their own remuneration is discussed.
Each year the Committee reviews the remuneration of senior
management throughout the Group. 

In addition to the review undertaken, during last year the
Committee addressed its regular tasks of determining the
appropriate level of the executive directors’ annual incentive
reward for the previous year, deciding incentive award
structures for the current year and reviewing salaries for 
the subsequent year. In addition, the Committee:

• Finalised the proposals on the new long-term incentive plan
for Michael McLintock which was approved by shareholders
at the Annual General Meeting and implemented during
2008;

• reviewed the comparator group of companies to be 
used under the 2008 Group Performance Share Plan;
• finalised the terms following the resignation of Philip

Broadley;

• finalised the terms for the appointment of Tidjane Thiam;
• finalised the terms for the appointment of Harvey McGrath; 
• reviewed the performance measures in the long-term

incentive plans; and

• reviewed the remuneration of senior managers throughout

the Group.

It has been announced that Tidjane Thiam will succeed Mark
Tucker as Group Chief Executive from 1 October 2009. The details
of the remuneration terms which the Committee has agreed for
Tidjane Thiam and the arrangements for Mark Tucker following his
resignation have been included on page 114 in this Report.

The Committee sought the views and assistance of Priscilla
Vacassin, Group Human Resources Director, Hilary Oliver,
Director of Group Reward and Employee Relations, Philip
Broadley, Group Finance Director until May 2008 and Tidjane
Thiam, Chief Financial Officer from May 2008. In making its
decisions, the Committee also requested consultancy
assistance from Deloitte LLP and PricewaterhouseCoopers LLP,
reviewed market data from Deloitte LLP, Towers Perrin and
McLagan Partners and obtained legal advice, including
employment law and advice on the operation of the
Company’s share plans from Slaughter and May and Linklaters.
Some of these companies also provided other services to the
Company: Deloitte LLP, PricewaterhouseCoopers LLP and
Slaughter and May in relation to advice on taxation and finance
matters, Towers Perrin in relation to advisory work on finance
matters and Slaughter and May in relation to advice on
commercial and corporate law and general legal advice.

I remain fully confident the Committee’s approach is fully
aligned with the Company’s business plans and shareholder
interests, and rewards Prudential’s executive directors
appropriately for their performance.

Bridget Macaskill
Chairman 
Remuneration Committee

18 March 2009

Directors’ Remuneration Regulations
The 2008 Directors’ Remuneration Report has been 
approved by the Board in accordance with Section 234C of the
Companies Act 1985, and in accordance with Section 241A 
of the Companies Act a resolution will be put to shareholders 
at the Annual General Meeting inviting them to consider and
vote on it. This report complies with the requirements of the
Regulations and KPMG Audit Plc has audited the sections
contained on pages 117 to 127.

During the year, the Company has complied with Schedule A
and Schedule B and the provisions relating to the Principles of
Good Governance and Code of Best Practice of the Combined
Code then in force regarding directors’ remuneration. 

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Directors’ remuneration report
For year ending 31 December 2008
continued

Remuneration Committee terms of reference

Remuneration Policy and structure for 2009 

The Remuneration Committee’s terms of reference are
available on the Company’s website and a copy may be
obtained from the Company Secretary.

The Committee’s objectives include:

• Determining the remuneration framework for the 

Chairman and the executive directors;

• reviewing the design of all long-term incentive arrangements

applying to the executive directors;

• approving the design and targets for any performance-

related pay plans for the executive directors and individual
payments made under the plans;

• setting the Chairman’s fees and executive directors’ annual

remuneration packages;

• reviewing the terms of the executive directors’ service

agreements;

• monitoring the remuneration of a defined population of

senior executives;

• reviewing the design of all share incentive plans operating

over Prudential plc shares;

• determining the structure and quantum of any severance

packages for executive directors; and

• approving the annual Directors’ Remuneration Report.

Remuneration Policy for executive directors 

The Company’s Remuneration Policy applies the
Remuneration Principles as described in the letter from the
Chairman of the Remuneration Committee, including the
principle of setting remuneration structures of individual
executive directors by reference to their different roles and 
the markets in which they operate.

In overall terms, the Committee considers the current
remuneration architecture for the executive directors is
appropriate because of its simplicity and transparency and 
its alignment with shareholders’ interests.

Mark Tucker is leaving Prudential on 30 September 2009 
and Tidjane Thiam will become Group Chief Executive from 
1 October 2009. The remuneration arrangements which will
apply to Mark following his resignation and Tidjane on his
appointment are included on page 114 of this Report.

During 2008 the Committee:

• Reviewed the Remuneration Principles which guide 
its decisions and confirmed they were in line with 
good practice;

• confirmed that the remuneration structure for each of the
executive directors was broadly appropriate with a correct
balance between
– fixed and variable elements of remuneration
– annual and long-term incentives
– reward provided in cash and shares
– incentives based on Group and business unit performance;

• reviewed the executive directors’ remuneration against
market at a total compensation level and by different
elements;

• decided that although there were areas of remuneration

below market, no changes to incentive levels would be made
at this time;

• decided that no salary increases for executive directors

would be made in 2009;

• considered the design, including the performance measures,
of our annual incentive arrangements for executive directors;
• considered the design, including the performance measures,

of our long-term incentive arrangements for executive
directors; and

• considered the salary review plans for all other employees

and incentive arrangements in the Group.

Review of market positioning 
During 2008, the Committee reviewed its policy on the
appropriate market position for each executive director and
confirmed the following:

• Setting total compensation against the median of the FTSE 50
for the relevant role is appropriate for Mark Tucker, Tidjane
Thiam, and Nick Prettejohn;

• setting total compensation against the median of the FTSE 50
for the relevant role is also appropriate for Barry Stowe, in the
absence of reliable market data in Asia;

• setting total compensation against the median of the Life
Office Management Association (LOMA) data for US
insurers is appropriate for Clark Manning; and

• setting total compensation for Michael McLintock against
survey data from McLagan Partners of an appropriate peer
group is appropriate, targeting median compensation for
median performance and upper quartile for superior
performance.

104 Prudential plc Annual Report 2008

Performance measures in 2009 annual bonus plans
The 2009 annual plans for the majority of executive directors
include performance measures at a Group and business unit
level based on:

IFRS profits
EEV profits
Operating cash flow
Insurance Groups Directive capital surplus position

Michael McLintock’s business unit annual plan includes
growth in third-party funds, M&G investment performance 
and M&G IFRS profit.

The proportions of financial and individual performance for
each executive director are: 

2009 Annual incentives

Financial
measures

Personal
performance

Clark Manning*
Michael McLintock
Nick Prettejohn
Barry Stowe
Tidjane Thiam
Mark Tucker

Group

Business
unit

25% 
10%
20%
20%
80%
80%

65% 
75%
60%
60%
–
–

10% 
15%
20%
20%
20%
20%

*The proportions for Clark Manning’s annual bonus include a Jackson
senior management bonus pool which is based on Jackson financial
performance. The proportions shown in the table incorporate a notional
level for this pool, and in a year when Jackson has superior performance
the percentage of his reward based on Jackson business would be
substantially higher. 

The proportions for 2008 bonus plans were as above, but the
performance measures did not include Insurance Groups
Directive capital surplus.

Performance measures in long-term incentive plans
2009 Group Performance Share Plan (GPSP)
Awards under the 2009 Group Performance Share Plan are
based on Prudential’s Total Shareholder Return compared with
the TSR performance of its competitors. Further details are set
out in the section on ‘Executive Directors’ long-term incentive
plans’ on page 111.

2008 and 2009 Business Unit Performance Plan
(BUPP) awards
The 2007 Directors’ Remuneration Report noted that the
Company was planning to change its reporting basis to Market
Consistent Embedded Value (MCEV) for European insurers.
This would have meant that the Committee needed to review
the BUPP performance measure which is Shareholder Capital
Value on an European Embedded Value (EEV) basis. However
in December 2008, the CFO Forum, representing the leading
insurance companies in Europe, expressed its concern about
the appropriateness of MCEV principles in the current market
environment, especially its suitability in periods of economic
turmoil, and announced that a further review would take place
in 2009. 

In view of this decision the Committee confirmed that as in
previous years the vesting of the awards under the 2008 and
2009 Business Unit Performance Plan for the Chief Executives
of the UK, US and Asia will be based on the growth in
Shareholder Capital Value (SCV) on an EEV basis for each
relevant business unit. Details of the measures are set out in
the section on ‘Business Unit Performance Plans (BUPPs) –
executive directors with regional responsibility’ on page 111. 
In the event that Prudential changes its supplementary basis 
of reporting from EEV the Committee will keep the vesting
schedules under review to ensure that outcomes are not
materially distorted up or down by such a change. The
business based long-term incentive plan for Michael
McLintock is described in the section ‘M&G Executive 
Long-Term Incentive Plan’ on page 112. 

The performance measures which will be used in the 2009
long-term incentive plans for the executive directors are 
as follows:

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Clark Manning
Michael McLintock

President and Chief Executive Officer Jackson
Chief Executive M&G

Nick Prettejohn
Barry Stowe
Tidjane Thiam

Chief Executive Prudential UK and Europe
Chief Executive Prudential Corporation Asia
Chief Financial Officer

Long-term incentive plans
2009 Performance measures

Group
Performance
Share Plan

TSR
TSR

TSR
TSR
TSR

Business Unit
Performance
Plan

Jackson SCV growth
M&G IFRS Profit and
Fund performance
UK SCV growth
Asia SCV growth
n/a

As Mark Tucker is leaving Prudential in 2009 he will not receive a long-term incentive award for 2009. 

105

 
 
Directors’ remuneration report
For year ending 31 December 2008
continued

Remuneration policy in practice

The table below sets out the purpose and practice for 
each element of remuneration for 2008 and 2009. Total
remuneration for our executive directors is made up of the
elements set out below. All elements are reviewed annually.

Element

Purpose

Measures

Practice

Total Compensation

Salary

Provides
appropriate
compensation
structures and
reward payouts
which attract high-
calibre executive
directors.

Compensation information on reward 
for executive directors in the relevant
markets provides the background for
compensation decisions by the
Committee. Consideration is also given 
to remuneration arrangements and levels
for the other Prudential employees in the
relevant market.

Provides part of the
guaranteed element
of remuneration
necessary to recruit
and retain the best
people for our
business.

Scope of role and market position, as 
well as individual’s contribution and
experience, taking into account total
remuneration, market movement of
salaries in comparator organisations and
salary increases for employees generally
in the company.

Market position compared with
companies of similar size and complexity
to Prudential, for example from the FTSE
50 for UK-based remuneration, UK-based
asset management companies for M&G
and US insurers for US-based
remuneration.

Total Compensation levels are compared with:

• Median of the FTSE 50 for executive directors whose
remuneration is benchmarked against the UK market;
• Median of the LOMA data for insurance companies for 

the executive director based in the US; and

• Median of fund management market data for the Chief

Executive of M&G.

The Remuneration Committee reviews salaries annually. 
Any changes in basic salary for the Group Chief Executive
and the executive directors are effective from 1 January.

No increases to basic salaries are proposed for executive
directors or senior executives for 2009.

For other employees, basic salary increases around the
Group will reflect the local market. 

It is anticipated that the pay review for other employees will
result in average increases of approximately 2.5% in the UK,
3.5% in Asia, and 3% in the US.

Annual Bonus

Rewards the
achievement of
business results 
and individual
objectives in a 
given year. 

Group financial measures, Business unit
financial measures and Individual
contribution.

The proportions of the elements in the
annual incentive plans are set out in the
section on ‘Performance measures in
2009 annual bonus plans’ on page 105.

Executive directors have annual incentive plans based on the
achievement of annual performance measures taken from the
Company’s business plans and individual contributions.
Bonuses awarded are not pensionable. 

The annual bonus for the Chief Executive of Jackson includes
a 10% share of a senior management bonus pool determined
by the performance of Jackson for the year.

106 Prudential plc Annual Report 2008

Element

Purpose

Measures

Practice

Deferrals from
annual bonus awards

Provides a retention
element from
annual reward
which helps
alignment with
shareholders’
interests.

A portion of bonus in the form of an
award of shares deferred for three years.

Long-Term Incentive

Rewards related to
achieving success
for shareholders
over a three year
period.

Group Performance Share Plan
For all executive directors: relative 
TSR performance against peer group.

Business plans: 
For business unit executive directors:
BUPPs: Growth in SCV on an EEV basis.
M&G Executive LTIP: M&G profit and
fund performance.

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2009 bonus deferrals
The current Group Chief Executive leaves Prudential on 
30 September 2009 hence any pro-rated bonus for 2009 will
be paid fully in cash.

The new Group Chief Executive will be required to defer 50% of
any bonus awarded for this role post the date of appointment. 

For the other executive directors, the deferral policy for 2009
bonus awards will be as follows:

• Chief Financial Officer and the Chief Executives of UK and
Asia: deferral of 30% of total bonus awarded. This results 
in an increased deferral at lower levels of bonus;

• Chief Executive of Jackson: 15% of total bonus awarded.

This represents a substantial increase in deferral. 
The deferral of any award made for 2010 onwards will 
be 30% of total bonus; and

• Chief Executive of M&G: deferral of 50% of any award
above £500,000. This deferral level is unchanged 
from 2008.

2008 bonus deferrals (where different from 2009):

• Group Chief Executive: deferral of bonus above 75% of salary;
• Chief Financial Officer and the Chief Executives of UK and

Asia: deferral of bonus above 50% of salary; and

• Chief Executive of Jackson: deferral of bonus above 100%
of salary excluding the payment from a Jackson senior
management bonus pool.

All executive directors are provided with awards under the
share-based Group Performance Share Plan.

The chief executives of the business units also participate 
in plans designed to measure their business unit’s contribution 
to the long term success of Prudential.

The Chief Executive of M&G participates in the cash-based
M&G Executive LTIP.

The Chief Executives of UK, Asia and Jackson participate in
long-term incentive plans relating to their businesses, the
Business Unit Performance Plans. For 2009 onwards, awards
will be 100% in shares to provide greater alignment with
shareholders (previously, awards were 50% shares/50% cash). 

Full details of the plans for the executive directors are set out
in the section on ‘Executive Directors’ long- term incentive
plans’ on page 111.

Senior executives reporting to the executive directors also
participate in LTIPs which in most cases are the same or
similar, but plans have been tailored to business needs 
where appropriate.

107

 
 
Directors’ remuneration report
For year ending 31 December 2008
continued

Remuneration policy in practice continued

Element

Purpose

Measures

Practice

The structure of plans is determined by
market practice and local legislation.

Executive directors are eligible to participate in all-employee
plans on the same basis as other employees. 

Further details are set out in the section on ‘All-employee
plans’ on page 112.

Executive directors receive certain benefits for example
participation in medical insurance schemes, a maximum six
weeks holiday (an increase from five weeks in 2008 to align 
with other senior employees) and in some cases a cash car
allowance and the use of a car and driver and security
arrangements. No benefits are pensionable. Executive
directors are entitled to participate in certain M&G
investment products on the same terms as available to 
other members of staff.

It is the Company’s policy to provide efficient pension vehicles to
allow executive directors to save for their retirement and to make
appropriate contributions to their retirement savings plans. The
level of company contribution is related to competitive practice in
the executive directors’ employment markets. 

The executive directors’ pension arrangements and life
assurance provisions are set out in the section on ‘Directors’
pensions and life assurance’ on page 126.

All-employee 
share plans

Benefits

Allows for all
employees to
participate in the
success of the
Company. 

Provides another
guaranteed element
set at an
appropriate level
compared with
peers.

Determined by market
comparison/practice.

Pension

Provides income 
in retirement.

Determined by market comparison/
practice. No new executive directors
appointed since June 2003 participate in
defined benefit pension plans.

108 Prudential plc Annual Report 2008

2009 Remuneration structure for executive directors
The following table summarises the remuneration structure for each executive director for 2009. Incentive award levels are
unchanged from 2008.

Tidjane Thiam’s remuneration arrangements after he becomes Group Chief Executive on 1 October 2009 are set out on page 114.

Director

Role

Clark Manning1

Michael McLintock2
Nick Prettejohn

Barry Stowe

Tidjane Thiam3
Mark Tucker5

President and Chief 
Executive Officer Jackson
Chief Executive M&G
Chief Executive Prudential UK 
and Europe
Chief Executive Prudential 
Corporation Asia
Chief Financial Officer
Group Chief Executive 

Annual
Incentive
Share Plan

Group
Performance
Share Plan

Business Unit
Performance
Plan

Total 
LTIPs

Long-Term Incentives

Annual Salary at
1 January 2008
(unchanged for 2009)

Maximum
% of salary

Maximum
% of salary

Maximum
% of salary

Maximum
% of salary

$1,050,000
£320,000

£650,000

£550,000
£650,000
£975,000 

c3201
–2

110

110
1104
1255

230
100

130

130
1603
n/a

230
–2

130

130
n/a
n/a

460
1002

260

260
160
n/a5

Notes
1

Clark Manning’s annual bonus figure includes a notional figure for his 10% share of the Jackson senior management bonus pool based on the
performance of Jackson. 

2 Michael McLintock’s annual bonus is based on M&G’s performance both in absolute terms and relative to its peers with bonus amounts determined
by an assessment of market competitive rewards for median and superior performance. In line with practice in the asset management sector there is
no specified maximum annual bonus award. Total remuneration is subject to an overriding cap such that his total remuneration should not be greater
than three per cent of M&G’s annual IFRS profits.

3 As part of his appointment terms, Tidjane Thiam was provided with the following:

• to compensate for the loss of 2007 bonus, a cash payment of £325,000 on joining and an award of shares deferred for three years with a value of

£325,000;

• a guarantee that his bonus for 2008 would not be less than 100% of his salary. Any amount of the 2008 bonus paid which is greater than 50% of his

salary will be awarded in shares which are deferred for three years;

• for 2008, a double award of 320% of his salary under the Group Performance Share Plan (Group PSP); and
• In order to compensate for the loss of outstanding deferred share awards under annual incentive plans and long-term awards with his previous

employer:
– a cash sum on joining in lieu of the 2005 awards which were due to vest in March 2008; and 
– restricted share awards, in lieu of his 2006 and 2007 awards, without performance measures which will vest in March 2009 and 2010,

respectively. 

All the awards described above were fully disclosed in the 2007 Directors’ Remuneration Report.
This maximum annual bonus will apply on a pro-rated basis for 2009 (see section on Tidjane Thiam’s arrangements on page 114).

4
5 Mark Tucker’s 2009 annual bonus will be pro-rated based on his period of employment during the year. No 2009 long-term incentive award will be

made (his 2008 Group Performance Share Plan award was 200% of basic salary).

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Directors’ remuneration report
For year ending 31 December 2008
continued

2009 Remuneration policy – balance of the elements
of remuneration
Proportions of fixed and variable reward
On a policy basis the distribution between fixed and variable and
short and long term reward for our executive directors is as follows.
(For the Group Chief Executive and Chief Financial Officer the
policy level for 2008 long-term incentive award has been included
for comparison purposes):

Proportions of cash and shares 
The distribution between cash and shares in reward for our
executive directors is set out below. The chart reflects the 
2009 changes in the level of deferrals into shares from annual
bonuses described in the section on ‘Remuneration policy in
practice’ on page 106.

2009 proportions based on remuneration policy
Fixed/variable  %

2009 proportions based on remuneration policy
Cash/shares  %

Group Chief Executive

Group Chief Executive

Chief Financial Officer

President and Chief Executive Officer, 
Jackson National Life

Chief Executive, M&G

Chief Executive,
Prudential UK and Europe

Chief Executive,
Prudential Corporation Asia

Good
Superior

Good
Superior

Good
Superior

Good
Superior

Good
Superior

Good
Superior

Chief Financial Officer

President and Chief Executive Officer, 
Jackson National Life

Chief Executive, M&G

Chief Executive,
Prudential UK and Europe

Chief Executive,
Prudential Corporation Asia

Good
Superior

Good
Superior

Good
Superior

Good
Superior

Good
Superior

Good
Superior

0

20

40

60

80

100

%

0

20

40

60

80

100

%

Salary
Bonus
LTIP

Salary
Bonus

The assumptions used are:
Good performance leads to

25% vesting of the Group LTIP and 
30% vesting of the regional business unit LTIPs.

Superior performance leads to maximum annual bonus and maximum 
LTIP vesting.

Notes
2009 awards under the Group Performance Share Plan are 100% in shares.
2009 awards under the Business Unit Performance Plan for the Chief
Executives of the US, UK and Asia are 100% in shares.
The long-term incentive plan for the Chief Executive of M&G is cash based.

110 Prudential plc Annual Report 2008

Executive directors’ long-term incentive plans
All long-term incentive arrangements relating to executive
directors have a performance period of three years. Shares
released from all the Company’s long-term plans are currently
purchased in the open market through a trust for the benefit 
of qualifying employees. 

Vesting of awards
For any Group PSP award to vest, the Remuneration
Committee must also be satisfied that the quality of the
Company’s underlying financial performance justifies the level
of award delivered at the end of the performance period and
may adjust the vesting level accordingly at its discretion.

2009 Group Performance Share Plan (Group PSP) – 
all executive directors
The Group PSP delivers shares to participants subject to
performance over a three-year period. The performance
measure which will be used in 2009 is Total Shareholder 
Return (TSR).

Group Total Shareholder Return 
Prudential’s Total Shareholder Return performance is
measured over the performance period compared with the
TSR performance of an index comprised of peer companies.
TSR is measured on a local currency basis which is considered
to have the benefits of simplicity and directness of comparison.

The vesting schedule is set out in the following table and
graph. The unvested portion of any award lapses. The
companies in the index for both the 2008 and 2009 awards are:
Aegon, Allianz, Aviva, Axa, Friends Provident, Generali, ING,
Legal & General, Manulife, Old Mutual and Standard Life.

Group Performance Share Plan

Prudential’s TSR relative to the index
at the end of the performance period

Percentage of award
which vests

To ensure close alignment with our shareholders’ long-term
interests, participants receive the value of reinvested dividends
over the performance period for those shares that vest.

Business Unit Performance Plans (BUPPs) – executive
directors with regional responsibility
For executive directors with regional responsibilities, the
Business Unit Performance Plan delivers shares subject to
performance over a three-year performance period.

The performance measure under the BUPPs is Shareholder
Capital Value (SCV) which is shareholders’ capital and reserves
on a European Embedded Value (EEV) basis (using the EEV
Principles for reporting adopted by European insurance
companies) for each regional business unit. Vesting depends
on the increase in SCV over the performance period, and the
required growth rates are different for each of Prudential’s
business regions to reflect the relative maturity of the markets
and the different business environments. The vesting
schedules which are the same as for previous BUPP awards 
are set out in the table below. The unvested portion of any
award lapses.

Business Unit Performance Plan

Compound annual growth in 
Shareholder Capital Value over three years

Percentage of Award that vests

UK

JNL

Asia

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Less than index return
Index return
Index return x 110%
Index return x 120%

TSR vs Index  % vesting

0%
25%
75%
100%

0%
30%
75%
100%

< 8%
8%
11%
14%

< 8%
8%
10%
12%

< 15%
15%
22.5%
30%

Compound annual growth in shareholder capital
value over three years  % vesting

100

75

50

25

0

100%

110%

120%

100

75

30

0

Threshold

Maximum

111

 
 
Directors’ remuneration report
For year ending 31 December 2008
continued

The Remuneration Committee must also be satisfied that 
the quality of the underlying financial performance of each
business unit justifies the level of award delivered at the end 
of the performance period and may adjust vesting levels
accordingly at its discretion.

To ensure close alignment with our shareholders’ long-term
interests, participants receive the value of reinvested dividends
over the performance period for those shares that vest.

M&G Executive Long-Term Incentive Plan – 
Michael McLintock
Under the M&G Executive Long-Term Incentive Plan an award
of phantom shares is made with a phantom share price at
vesting which will be determined by the increase or decrease
in M&G’s IFRS profits over the three-year performance period,
with a notional starting share price of £1.00.

The number of phantom shares in the award depends on the
performance of M&G in the financial year prior to the award
being made and an assessment of Michael McLintock’s
contribution. Thus the base value of the award to be made in
2009 relates to the business performance in 2008. As disclosed
in the 2007 Directors’ Remuneration Report, in recognition of
M&G’s strong performance in 2007, an award of 1,141,176
phantom shares of £1 with an anticipated value of £1,940,000
was made in 2008. Based on 2008 performance, an award of
2,282,353 phantom shares of £1 and an anticipated value of
£1,940,000 will be made in 2009.

The number of phantom shares subject to the award will be
adjusted at the end of the three-year performance period to
take account of the performance of M&G both in terms of
levels of profitability and maintaining strong fund investment
performance as follows:

Profit growth
• Awards will be scaled back based on profit performance

achieved if profits in the third year are less than the average
of the profits over the prior year and the performance period;

• The scaling back will be on a straight line basis from 0% to

100% of the award between zero profit and the achievement
of profits equal to the average;

• No award will vest in the event of a loss or zero profit,

irrespective of fund performance; and

• No adjustment will be made if the profits at the end of the

third year are at least equal to the average of the profits over
the prior year and the performance period.

Investment performance
• Where investment performance over the three-year

performance period is in the top two quartiles the number 
of phantom shares vesting will be enhanced. A sliding scale
will apply up to 200% of the annual award, which is awarded
when top quartile performance is reached; and 

• Awards will be forfeited if investment performance is in 
the fourth quartile, irrespective of any profit growth.

The value of the vested shares will be paid in cash after the 
end of the three-year performance period.

All-employee plans
UK-based executive directors are eligible to participate in the
Prudential HM Revenue and Customs (HMRC) approved UK
Savings Related Share Option Scheme (SAYE scheme) and the
Asia-based executive director can participate in the equivalent
International SAYE scheme. The schemes allow employees 
to save towards the exercise of options over Prudential plc
shares, at an option price set at the beginning of the savings
period at a discount of up to 20 per cent to the market price.
Savings contracts may be up to £250 per month for three or
five years, or additionally in the UK scheme seven years. On
maturity at the end of the set term, participants may exercise
their options within six months of the end of the savings 
period and purchase Prudential plc shares. If an option is 
not exercised within six months, participants are entitled to 
a refund of their cash contributions plus interest if applicable
under the rules. Shares are issued to satisfy options that are
exercised. No options may be granted under the schemes if
the grant would cause the number of shares which have been
issued, or which remain issuable pursuant to options granted 
in the preceding 10 years under the scheme and other share
option schemes operated by the Company, or which have
been issued under any other share incentive scheme of the
Company, to exceed 10 per cent of the Company’s ordinary
share capital at the proposed date of grant.

UK-based executive directors are also eligible to participate 
in the Company’s HMRC approved Share Incentive Plan 
which allows all UK-based employees to purchase shares of
Prudential plc (partnership shares) on a monthly basis out 
of gross salary. For every four partnership shares bought, an
additional matching share is awarded, which is purchased by
Prudential on the open market. Dividend shares accumulate
while the employee participates in the plan. Partnership shares
may be withdrawn from the scheme at any time. If the
employee withdraws from the plan within five years the
matching shares are forfeited and if within three years,
dividend shares are also forfeited.

112

Prudential plc Annual Report 2008

Pensions policy
The Chief Executive of Jackson is eligible to participate in
Jackson’s Defined Contribution Retirement Plan, a qualified
401(k) retirement plan on the same basis as all other US-based
employees. Company matching contributions of 6% of basic
salary up to a maximum of $13,800 were made in 2008. He is
also eligible to participate in the profit sharing element of the
plan that provides eligible participants with an annual profit
sharing contribution, depending on the financial results of
Jackson for the plan year, with a maximum of four per cent 
of salary capped at $9,200 in 2008.

The Chief Executive of Asia is eligible to receive a 25 per cent
cash salary supplement for pension purposes.

UK executive directors are offered a choice of a combination 
of HMRC approved pension schemes and/or cash
supplementary payments. If an executive director opts to join
one of the HMRC approved pension plans, participation is on
the same basis as other employees who joined at the same 
date as the executive director in question. For defined benefit
schemes, our policy is to retain a notional scheme earnings cap,
set at £112,800 and £117,600 for the 2007/08 and 2008/09
tax years respectively. No employees with employment offers
after 30 June 2003 are eligible for membership of any defined
benefit schemes. 

For UK executive directors hired after 30 June 2003 the
Company’s policy is to provide a supplement of 25 per cent 
of salary. This includes, where relevant, any Company
contributions to the staff defined contribution pension plan,
which UK executive directors may choose to join. This plan 
has no salary cap. 

Service Contracts

Chairman’s letter of appointment and benefits
Sir David Clementi was Chairman during 2008. He was paid an
annual fee and had a contractual notice period of 12 months by
either party. The Chairman participated in a medical insurance
scheme, had life assurance cover of four times his annual fees
in lieu of death in service benefits and had the use of a car and
driver. He was entitled to a supplement to his fees, intended for
pension purposes. He was not a member of any Group pension
scheme providing retirement benefits. His annualised fee as at
1 January 2008 was £520,000 and his pension allowance was
25 per cent of his fees.

Harvey McGrath joined as a non-executive director on 
1 September 2008 and became Chairman from 1 January 2009.
He is paid an annual fee and has a contractual notice period 
of 12 months by either party. He is entitled to participate in a
medical insurance scheme and to the use of a car and driver
but did not take up either of these benefits in 2008. He is
provided with life assurance cover of four times his annual fees
in lieu of death in service benefit. He is not a member of any
Group pension scheme providing retirement benefits. 
His annualised fee is £500,000 which is fixed for three years.
No pension allowance is paid.

Directors’ service contracts and letters of appointment
Executive directors have contracts that terminate on their
normal retirement date. The normal retirement date for the
executive directors except Clark Manning and Barry Stowe 
is the date of their 65th birthday. The normal retirement date
for Clark Manning and Barry Stowe is the date of their
60th birthday.

The normal notice of termination the Company is required 
to give executive directors is 12 months. Accordingly, in
normal circumstances the director would be entitled to one
year’s salary and benefits in respect of the notice period on
termination. Additionally, outstanding awards under annual
and long-term incentive plans will vest depending on the
circumstances and according to the rules of the plans. 
When considering any termination of a service contract, the
Remuneration Committee will have regard to the specific
circumstances of each case, including a director’s obligation 
to mitigate his loss. Payments additionally would be phased
over the notice period. 

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Clark Manning 
Michael McLintock
Nick Prettejohn
Barry Stowe
Tidjane Thiam
Mark Tucker

Date of contract

Notice Period
to the Company

Notice Period
from the Company

7 May 2002
21 November 2001
26 September 2005
18 October 2006
20 September 2007
24 March 2005

12 months*
6 months
12 months
12 months
12 months
12 months

12 months*
12 months
12 months
12 months
12 months
12 months

*The contract for Clark Manning is a renewable one-year fixed-term contract. The contract is renewable automatically upon the same terms and conditions
unless the Company or Clark Manning gives at least 90 days’ notice prior to the end of the relevant term. In the case of the former, Clark Manning would
be entitled to continued payment of salary and benefits for the period of one year from the day such notice is delivered to him. Payments of Clark
Manning’s salary during the period following the termination of employment would be reduced by the amount of compensation earned by him from any
subsequent employer or from any person for whom he performs services. Benefits to be provided during such period would also be cancelled to the
extent that comparable benefits were available to him from these alternative sources.

113

 
 
Directors’ remuneration report
For year ending 31 December 2008
continued

Mark Tucker
Following Mark Tucker’s resignation no special remuneration
arrangements have been put in place.

Mark Tucker will continue to receive his basic salary, pension
contribution and other benefits under the terms of his contract
until 30 September 2009. His annual bonus for 2008 has been
paid fully in cash and he will receive a pro-rated bonus for 2009
(9/12ths) based on his length of service during the year. He
will receive no LTIP award in 2009.

After leaving, the deferred share awards in connection with 
the 2007 and 2008 bonus will be released in accordance with
the scheme rules.The 2007 and 2008 LTIP awards under the
Group Performance Share Plan (Group PSP) will vest at the 
end of the relevant three year performance period pro-rated
for service, 33/36ths and 21/36ths respectively. Vesting will
remain dependent on performance achieved over the
performance periods to 31 December 2009 and 31 December
2010. Any shares which vest will be released at the same time
as for all other participants in the Group PSP.

Tidjane Thiam
Tidjane Thiam’s remuneration arrangements as Group Chief
Executive from 1 October 2009 will be as follows:

Tidjane Thiam’s 2009 annual bonus will be based on 
the performance measures described in the section on
‘Performance measures in 2009 annual bonus plans’ on page
105. His current maximum bonus for his role as Chief Financial
Officer is 110 per cent. The total bonus for 2009 will be
determined by considering the period of time in the two roles
performed in 2009, taking into account any handover period
required, the performance of Prudential and the maximum
award level for each role. There will be a compulsory deferral
of 30 per cent of any bonus awarded for his CFO role and 
50 per cent of any bonus awarded for his CEO role.

Tidjane Thiam will continue to receive a supplement for
pension purposes at 25 per cent of basic salary but will no
longer receive a non pensionable car allowance of £10,000. 
All other benefits will remain unchanged. 

The shareholding requirement will be two times salary.

Policy on external appointments

Subject to the Group Chief Executive’s approval, executive
directors are able to accept external appointments as non-
executive directors of other organisations. Any fees paid 
may be retained by the executive director. 

Annual Incentive 
Plan from
1 October 2009

2010 LTIP
award

Non-executive directors’ letters of appointment

Director

Annual Salary
from
1 October 2009

Maximum
% of salary

Maximum
% of salary  

Tidjane Thiam

£875,000

180%

300%

Non-executive directors do not have service contracts but 
are appointed pursuant to letters of appointment with notice
periods of six months without liability for compensation with 
the exception of Harvey McGrath whose notice period is 
12 months.

Sir Winfried Bischoff
Keki Dadiseth
Michael Garrett
Ann Godbehere
Bridget Macaskill
Harvey McGrath†
Kathleen O’Donovan
James Ross
Lord Turnbull 

Date of initial appointment
by the Board

Commencement date
of current term*

2 August 2007
1 April 2005
1 September 2004
2 August 2007
1 September 2003
1 September 2008
8 May 2003
6 May 2004
18 May 2006

AGM 2008
AGM 2008
AGM 2008
AGM 2008
AGM 2007
AGM 2009
AGM 2007
AGM 2008
AGM 2006

Expiry date of 
current term

AGM 2011
AGM 2011
AGM 2011
AGM 2011
AGM 2010
AGM 2012
AGM 2010
AGM 2011
AGM 2009

*Under the terms of their letters of appointment, the non-executive directors serve for an initial term of three years following their election by shareholders

at the Annual General Meeting after their appointment by the Board. Thereafter, the Board may invite the directors to serve for an additional period.
†Harvey McGrath became Chairman effective 1 January 2009.

114

Prudential plc Annual Report 2008

Non-executive directors’ remuneration

Directors’ shareholdings

Non-executive directors are not eligible to participate in 
annual incentive plans, long-term incentive plans or pension
arrangements. Their fees are determined by the Board and
reflect their individual responsibilities including committee
membership as appropriate. The Board reviews the fees
annually and the last change was made in 2008. 

The annual fees which were paid in 2008 for non-executive
directors’ board and committee membership are as follows:

Basic fee
Audit Committee Chairman 

– additional fee

Audit Committee member 

– additional fee

To
1 July 2008
£

From
1 July 2008
£

60,000

66,500

40,000

50,000

15,000

20,000

Remuneration Committee Chairman 

– additional fee

22,500

22,500

Remuneration Committee member 

– additional fee

Senior Independent Director 

– additional fee

10,000

10,000

25,000

30,000

Currently the non-executive directors use the net value of
£25,000 of their total annual fees to purchase shares in the
Company. Shares are purchased each quarter and are held 
at least until retirement from the Board. 

Annual
fee as at
1 January 
2008
(or on appointment if later)
£

60,000
70,000
70,000
75,000
82,500
500,000
100,000
95,000
75,000

Annual
fee as at
1 January
2009

£

66,500
76,500
76,500
86,500
89,000
n/a
116,500
106,500
86,500

Sir Winfried Bischoff
Keki Dadiseth 
Michael Garrett
Ann Godbehere 
Bridget Macaskill 
Harvey McGrath*
Kathleen O’Donovan 
James Ross
Lord Turnbull 

*Harvey McGrath was appointed Chairman from 1 January 2009 and will

not be reported with the non-executive directors for 2009.

Shareholding guidelines
As a condition of serving, all executive and non-executive
directors are currently required to have beneficial ownership 
of 2,500 ordinary shares in the Company. This interest in
shares must be acquired within two months of appointment 
to the Board if the director does not have such an interest 
upon appointment. 

Non-executive directors also use a proportion of their fees to
purchase additional shares in the Company on a quarterly basis. 

Executive directors should have a substantial shareholding
which should be built up over a period of five years. Shares
earned and deferred under the annual incentive plan are
included in calculating the executive director’s shareholding. 

Until the guideline is met, at least half the shares released from
long-term incentive awards after tax should be retained by the
executive director.

Clark Manning 
Michael McLintock†
Nick Prettejohn
Barry Stowe‡
Tidjane Thiam
Mark Tucker†

Guideline Shareholding at
Shareholding policy 18 March 2009 
– after five years as a % of salary*

1 x salary
2 x salary
1 x salary
1 x salary
1 x salary
2 x salary

83
597
74
82
131
172

*Based on the share price as at 31 December 2008 (£4.165)
†With an interim target of 1 x salary after three years
‡Shareholdings for Barry Stowe include American Depositary Receipts
(ADRs). One ADR is equivalent to two Prudential plc shares. 

Directors’ shareholdings
The interests of directors in ordinary shares of the Company
are set out below and include shares acquired under the Share
Incentive Plan, the deferred annual incentive awards detailed
in the table on ‘Other Share Awards’ on page 124, and interests
in shares awarded on appointment. 

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115

 
 
Directors’ remuneration report
For year ending 31 December 2008
continued

The interests of directors in shares of the Company include
changes between 31 December 2008 and 18 March 2009. 
All interests are beneficial.

Sir Winfried Bischoff
Sir David Clementi
Keki Dadiseth
Michael Garrett
Ann Godbehere
Bridget Macaskill 
Clark Manning
Harvey McGrath
Michael McLintock
Kathleen O’Donovan
Nick Prettejohn
James Ross
Barry Stowenote 2
Tidjane Thiam
Mark Tucker
Lord Turnbull

*Or date of appointment if later.

1 Jan 2008*

31 Dec 2008

18 Mar 2009

20,853
48,555
21,998
22,079
3,753
16,922
35,546
386
355,732
14,346
64,118
12,452
66,678
5,000
316,360
6,035

23,773
53,058
24,004
26,731
7,333
19,842
113,155
292,888
458,650
17,059
114,904
15,371
108,433
205,067
402,215
9,038

23,773
53,058
24,004
26,731
7,333
19,842
113,155
292,888
458,650
17,059
114,904
15,371
108,433
205,067
402,215
9,038

Notes
1

2

The shares in the table include shares purchased under the Prudential
Services Limited Share Incentive Plan together with Matching Shares 
(on a 1:4 basis) and accumulated dividend shares. The total number of
shares will only be released if the employee remains in employment
for three years.
Barry Stowe’s interests in shares are made up of 33,339 American
Depositary Receipts (representing 66,678 ordinary shares). 8,513.73
of the American Depositary Receipts are held within an investment
account which secures premium financing for a life assurance policy.

The Directors’ Remuneration Report Regulations
2002 (the Regulations) 

The line graph below shows the Total Shareholder Return
(TSR) of the Company during the five years from 1 January
2004 to 31 December 2008 against the FTSE 100. 
This comparison was selected as Prudential is a major 
company in the FTSE 100. 

Prudential TSR v FTSE 100 total returns index  %

200

180

160

140

120

100

80

60

2003

2004

2005

2006

2007

2008

Prudential (TSR)

FTSE 100 (TRI)

Total Shareholder Return over the performance period is the
growth in value of a share plus the value of dividends paid,
assuming that the dividends are reinvested in the Company’s
shares on the day on which they were paid.

Note that the chart above compares Prudential’s TSR
performance against the TSR performance of the FTSE 100
index over five years. The performance measure within the
Group Performance Share Plan compares Prudential’s TSR
performance against a group of insurers over three years.

116

Prudential plc Annual Report 2008

Directors’ remuneration for 2008

Salary/Fees

Bonus

Benefits*

Cash
supplements
for pension
purposes†

£000

Total
Emoluments
2008

Total
Emoluments

Value of 
anticipated 
releases from 
2007 LTIPs in respect 
including cash of performance 
supplements periods ending 
31 December 
2008§

for pension
purposes‡

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Chairman
Sir David Clementi note 1

Executive directors
Philip Broadley 

(until 15 May 2008)note 2

Clark Manning note 3
Michael McLintocknote 4
Nick Prettejohnnote 5
Barry Stowenotenotes 6, 7
Tidjane Thiam 

(from 25 March 2008)notes 8, 9, 10

Mark Tucker

538

236
567
320
650
550

505
975

118
1,177
1,780
650
337

650
942

Total executive directors

3,803

5,654

43

134

715

676

22
24
54
59
182

59
66

466

64

85
138

30
244

561

440
1,768
2,154
1,444
1,207

1,244
2,227

1,366
2,240
2,148
1,334
1,265

–
2,327

10,484

10,710

655
929
881
577
–

–
1,297

4,339

Non-executive directors
Sir Winfried Bischoff 

(from 2 August 2007)

Keki Dadisethnote 11
Michael Garrett
Ann Godbehere 
Bridget Macaskill 
Harvey McGrath 

(from 1 September 2008)note 12

Roberto Mendoza 

(until 17 May 2007)

Kathleen O’Donovan 
James Ross
Lord Turnbull 

Total non-executive directors

63
73
73
81
86

167

–
108
101
81

833

63
73
73
81
86

167

–
108
101
81

833

25
81
66
29
79

–

24
98
98
73

573

Overall total

5,174

5,654

509

695

12,032

11,959

4,339

*Benefits include, where provided, cash allowances for cars, the use of a car and driver, medical insurance, security arrangements, expatriate benefits. 
†Pension supplements that are paid in cash are included in the table. The policy on pensions is described in the section on ‘Pensions policy’ on page 113. 
The pension arrangements for current executive directors are described in the section on ‘Directors’ pensions and life assurance’ on page 126. 
‡2007 figures include deferred share awards made from 2007 annual incentive plans which are detailed in the section ‘Other Share Awards’ on page 124.
§Value of anticipated LTIP releases is the total of cash paid plus, for shares released, the value of the released shares based on the share price at
31 December 2008. All executive directors participate in long-term incentive plans and the details of share releases from awards with a performance 
period ending 31 December 2008 are provided in the footnotes to the table on share awards on pages 120 to 123. Executive directors’ participation in 
all-employee plans are detailed on page 126.

Notes
1
2

David Clementi was Chairman until 31 December 2008 and remained an employee until 31 January 2009.
Philip Broadley resigned in 2007. In view of his flexibility in agreeing a leaving date after the 2008 Annual General Meeting and for his agreement 
to act as a consultant for six months post his date of leaving, he was provided with the following:

•a total payment of £507,105 paid in two tranches in June and December 2008;
•medical insurance and life assurance cover for six months after his leaving date; and
•treatment as a ‘good leaver’ in respect of his outstanding share awards. The deferred share awards under his 2006 and 2007 annual incentive plans

were released on his leaving. His outstanding long-term incentive awards will vest according to the rules of the plans in the same way as other
recipients of awards, but pro-rated where appropriate for the time worked during the performance period.

All of these payments after June 2008 were subject to his continuing to be available for consultancy for six months after his leaving date and subject 
to his compliance with non-solicitation and confidentiality conditions.

117

 
 
Directors’ remuneration report
For year ending 31 December 2008
continued

Notes continued
3 Clark Manning’s bonus figure excludes a contribution of US$13,800, from a profit sharing plan, which has been made into a 401K retirement plan. 

4

5

6

7

This is included in the table on pension contributions on page 127.
It is anticipated that for Michael McLintock a deferred share award from the 2008 annual bonus valued at £640,000 will be made. This is included 
in the 2008 bonus figure. 
It is anticipated that for Nick Prettejohn a deferred share award from the 2008 annual bonus valued at £325,000 will be made. This is included in the
2008 bonus figure. 
It is anticipated that for Barry Stowe a deferred share award from the 2008 annual bonus valued at £62,013 will be made. This is included in the 2008
bonus figure. 
Barry Stowe’s benefits primarily relate to his expatriate status including costs of £91,829 related to housing, £34,113 for children’s education and
£21,165 for home leave. 

8 On appointment, Tidjane Thiam was provided with a guarantee that his 2008 bonus would not be less than 100 per cent of salary.
9

It is anticipated that for Tidjane Thiam a deferred share award from the 2008 annual bonus valued at £325,000 will be made. This is included in the
2008 bonus figure. 

10 In addition to the 2008 bonus disclosed in the table above, Tidjane Thiam received a payment of £650,631 to compensate for the loss of 2007 bonus

and in lieu of 2005 awards which were due to vest in March 2008.

11 Keki Dadiseth was paid allowances totalling £12,063 in 2008 in respect of his accommodation expenses in London whilst on the Company’s business, 

in lieu of reimbursing hotel costs as is the usual practice for directors who are not resident in the UK.
12 Harvey McGrath joined Prudential on 1 September 2008 and became Chairman on 1 January 2009. 

Executive directors’ non-executive director earnings
Executive directors who are released to serve as non-executive directors of other external companies retain the earnings resulting
from such duties. In 2008, Tidjane Thiam earned 27,000 euros and Michael McLintock earned £38,333 from external companies.
Other directors served as non-executive directors on the boards of companies in the educational and cultural sectors without
receiving a fee for those services. 

Performance and remuneration for 2008 

The following sections provide information on payments, outstanding conditional incentive awards and shares released in 2008
for each executive director.

Summary of remuneration provided for 2008
The values of rewards provided for the executive directors for performance in 2008, using Prudential’s share price at 
31 December 2008 (£4.165), are summarised below. The values contain total annual bonus awards for 2008 performance
including any deferrals into shares. The long-term plan releases are in respect of awards made in 2006. Tidjane Thiam and
Barry Stowe did not have long-term awards for 2006.

Payments and share awards for 2008  
Cash/shares  %

Payments and share awards for 2008
Remuneration elements  £000

Mark Tucker

Tidjane Thiam

Clark Manning

Mark Tucker

Tidjane Thiam

Clark Manning

Michael McLintock

Michael McLintock

Nick Prettejohn

Barry Stowe

Nick Prettejohn

Barry Stowe

0

20

40

60

80

100

%

0

1,000

2,000

3,000

£000

Cash

Shares

Salary

2008 bonus

Values of 2006
LTIP release

Michael McLintock’s 2006 LTIP payout will be made in cash.
Mark Tucker’s 2008 bonus was paid fully in cash.

118

Prudential plc Annual Report 2008

Annual Incentive Plans – Performance in 2008
The main business measures considered by the Remuneration Committee and incorporated into the 2008 annual incentive plans
were IFRS profit, EEV profit and cash flow against each of which Prudential achieved strong results in 2008 despite the turbulence
in the financial markets in the year. 

For the 2008 annual bonus plans, the proportions of financial and individual performance for the executive directors were 

the same as for 2009, as set out in the section on ‘Performance measures in 2009 annual bonus plans’ on page 105. 

For all the executive directors, individual strategic goals formed the objectives against which individual performance was
assessed. These included each executive director’s contribution to the group strategy as a member of the plc Board and the
specific goals related to their functional and/or business unit roles.

The bonuses awarded to the executive directors for 2008 reflect Group and, where applicable, their business unit’s

performance against the targets confirmed by the Remuneration Committee in February 2008. These targets were considered
demanding at that time being based on the 2008-10 business plan drawn up prior to the market deterioration which started at 
the end of 2007. These targets have not been amended. As the economic climate further deteriorated in 2008 the challenges
presented particularly to the Asia and Jackson businesses have proved exceedingly demanding. We are fully satisfied that the
bonuses awarded properly take account of the absolute performance achieved against the original targets set.

The 2008 financial results under the main business measures incorporated in the annual plans are set out below. 

The measures for Jackson were different and are identified later in this section:

IFRS profit on continuing operations
EEV profit on long-term business
Net cash flow

Group
notes 2,3

£1,347m
£2,906m
£54m

UK
note 3

£589m
£1,037m 
(£80)m

Asia
note 4

£347m
£1,309m
£5m

A comparison with the 2007 results, using constant exchange rates, is set out in the following table. 

IFRS profit on continuing operations
EEV profit on long-term business

Net cash flow

Group 

7
10

£136m

% increase from 2007 result

UK 

12
21

Asia 

27
15

Change from 2007 result

£62m

(£32)m

M&G
note 5

£286m
–
–

M&G 

13
–

–

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Notes 
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2

The 2008 and 2007 profit figures (based on reported actual exchange rates) were audited by KPMG. Net cashflow and the conversions at constant
exchange rates are not audited.
2008 Group performance against the EEV profit and Cashflow in the executive directors’ annual incentive plans was very strong. Group IFRS profit
was also at a level against the target set which resulted in a payment being triggered.

3 Under the UK annual plan, performance against all the measures was very strong.

UK Net cash flow excludes the With-profits transfer of £279m.

4 Under the Asia annual plan, performance against IFRS and EEV versus the targets was strong but the Asia cash flow achieved did not result in 

a payment.

5 Michael McLintock’s annual bonus plan performance measures include, as well as IFRS profits, growth in third-party funds under management 
and comparative fund investment performance. Performance achieved against IFRS profits was good and hence triggered a payment for this 
measure and fund performance at 68th percentile was very strong.
As for all fund management firms, 2008 saw a fall in the value of funds under management because of the fall in the FTSE. However, 
M&G significantly increased market share which was a considerable achievement during such a period of economic turmoil. 

Clark Manning’s annual plan included a cash flow measure which was not met. The Jackson senior management bonus pool in
which Clark Manning participates depends on Jackson IFRS and EEV profits. The 2008 pool is some 35 per cent lower than the
pool for 2007 reflecting IFRS and EEV results which are approximately 15 per cent lower than in 2007.

119

 
 
Directors’ remuneration report
For year ending 31 December 2008
continued

2008 Annual Plan payments based on performance
The payments included in the Remuneration table on page 117 are summarised in the table below:

Philip Broadley*
Clark Manning†
Michael McLintock
Nick Prettejohn
Barry Stowe
Tidjane Thiam‡
Mark Tucker

Notes

% of salary

% of maximum

Maximum 
as a % of salary

50*

208
556
100
61
100
97

45*
n/a
n/a
91
56
91
77

110
n/a
n/a
110
110
110
125

*Full year equivalent basis – Philip Broadley’s actual bonus and salary were pro-rated for service in 2008.
† Includes $1,448,900 from the Jackson bonus pool.
‡ Guaranteed bonus for 2008.

Directors’ outstanding long-term incentive awards
Share-based long-term incentive awards
The section below sets out the outstanding share awards under the Restricted Share Plan, the Group Performance Share Plan and
the awards under additional long-term plans for the executive directors who run specific businesses.

Plan name

Philip Broadley

Restricted Share Plan
Group Performance 
Share Plan
Group Performance 
Share Plan

Clark Manning

Restricted Share Plan
Group Performance 
Share Plan
Business Unit 
Performance Plan
(share element)
Group Performance 
Share Plan
Business Unit 

Performance Plan
(share element)
Group Performance 
Share Plan
Business Unit 

Performance Plan
(share element)

Conditional
share awards
outstanding 
at 1 Jan 2008
(Number
of shares)

Conditional
awards
in 2008
(Number
of shares)

Year of
initial
award

Releases
or rights
(options)
granted 
upon vesting
in 2008
(Number
of shares)

Market
price at 
date of
original
award
(pence)

Conditional
share
awards
outstanding

Rights at 31 Dec 2008 Date of end of
performance
period

(Number
of shares)

exercised 
in 2008

2005

182,983

683.00

114,365

114,365

–1 31 Dec 07

2006

170,127

2007

147,559

500,669

170,1272 31 Dec 08

147,559

31 Dec 09

114,365

114,365

317,686

2005

163,352

683.00

102,095

102,095

–1 31 Dec 07

2006

241,415

2006

120,707

2007

191,140

2007

95,570

241,4152 31 Dec 08

120,7073 31 Dec 08

191,140

31 Dec 09

95,570

31 Dec 09

2008

2008

182,262

674.50

182,262

31 Dec 10

91,131

674.50

91,131

31 Dec 10

812,184

273,393

102,095

102,095

922,225

120 Prudential plc Annual Report 2008

Plan name

Michael McLintock

Restricted Share Plan
Group Performance 
Share Plan
Group Performance 
Share Plan
Group Performance 
Share Plan

Nick Prettejohn

Group Performance 
Share Plan
Business Unit 

Performance Plan
(share element)
Group Performance 
Share Plan
Business Unit 

Performance Plan
(share element)
Group Performance 
Share Plan
Business Unit 

Performance Plan
(share element)

Barry Stowe

Group Performance 
Share Plan
Business Unit 

Performance Plan
(share element)
Group Performance 
Share Plan
Business Unit 

Performance Plan
(share element)

Tidjane Thiam

Group Performance 
Share Plan

Mark Tucker

Restricted Share Plan
Group Performance 
Share Plan
Group Performance 
Share Plan
Group Performance 
Share Plan

Conditional
share awards
outstanding 
at 1 Jan 2008
(Number
of shares)

Conditional
awards
in 2008
(Number
of shares)

Year of
initial
award

Releases
or rights
(options)
granted 
upon vesting
in 2008
(Number
of shares)

Market
price at 
date of
original
award
(pence)

Conditional
share
awards
outstanding

Rights at 31 Dec 2008 Date of end of
performance
period

(Number
of shares)

exercised 
in 2008

2005

58,555

2006

64,199

2007

52,040

2008

174,794

48,330

48,330

674.50

36,597

36,597

–1

31 Dec 07

64,1992

31 Dec 08

52,040

31 Dec 09

48,330

31 Dec 10

36,597

201,166

2006

149,964

2006

74,982

2007

130,071

2007

65,035

149,9642 31 Dec 08

74,9823 31 Dec 08

130,071

31 Dec 09

65,035

31 Dec 09

127,622

674.50

127,622

31 Dec 10

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2008

63,811

674.50

420,052

191,433

2007

105,706

2007

52,853

2008

2008

2008

107,988

53,994

156,559

161,982

314,147

314,147

674.50

63,611

31 Dec 10

611,485

105,706

31 Dec 09

52,853

31 Dec 09

107,988

31 Dec 10

53,994

31 Dec 10

320,541

314,1474 31 Dec 10

314,147

2005

356,817

683.00

223,011

223.0111 31 Dec 07

2006

337,044

2007

295,067

2008

294,512

674.50

337,0442 31 Dec 08

295,067

31 Dec 09

294,512

31 Dec 10

988,928

294,512

223,011

1,149,634

121

 
 
Directors’ remuneration report
For year ending 31 December 2008
continued

Cash rights granted under the Business Unit Performance Plan

Plan name

Clark Manning

Business Unit Performance 
Plan (Cash element)
Business Unit Performance 
Plan (Cash element)
Business Unit Performance 
Plan(Cash element)

Nick Prettejohn

Business Unit Performance 
Plan (Cash element)
Business Unit Performance 
Plan (Cash element)
Business Unit Performance 
Plan (Cash element)

Barry Stowe

Business Unit Performance 
Plan (Cash element)
Business Unit Performance 
Plan (Cash element)

Conditional
awards
outstanding 
at 1 Jan 2008
£000

Year of
initial
award

Conditional
awards
in 2008
£000

Conditional
awards

Payments
made

in 2008 at 31 Dec 2008
£000

outstanding  Date of end of
performance
period

£000

5773

624

3743

400

325

2006

2007

2008

2006

2007

2008

2007

2008

5773 31 Dec 08

624  31 Dec 09

652

652

31 Dec 10

3743 31 Dec 08

400  31 Dec 09

423

31 Dec 10

325  31 Dec 09

358  31 Dec 10

423

358

Restricted Share Plan awards
For RSP awards in 2005, no rights were granted if the Company’s TSR performance as ranked against the comparator group (those companies remaining
out of the FTSE 100 at the beginning of the performance period) was at the 50th percentile or below. The maximum grant is made only if the TSR ranking
of the Company is 20th percentile or above. Between these points, the size of the grant made is calculated on a straight line sliding scale. In normal
circumstances, directors may take up their right to receive shares at any time during the following seven years.

2008 Awards
The awards made under the Group Performance Share Plan and the Business Unit Performance Plan in respect of 2008 have a performance period from
1 January 2008 to 31 December 2010.

In determining the 2008 conditional share awards the shares were valued at the average share price for the 30 days immediately following the

announcement of Prudential’s 2007 results, and the price used to determine the number of shares was 662.11 pence.

Group Performance Share Plan
Awards under the Group Performance Share Plan are described on page 111. 

Business Unit Performance Plan
Awards under the 2008 Business Unit Performance Plan are described in the section on ‘2008 and 2009 Business Unit Performance Plan (BUPP) awards’ 
on page 105. The performance measures for awards for 2006 and 2007 were the same.

Notes
Performance levels under current awards at 31 December 2008:

Note

Plan

Award year

Performance levels 

1

2

3

Restricted Share Plan

2005

Group Performance Share Plan

2006

Business Unit Performance
Share Plans

2006

The ranking of the Company’s TSR at the end of the three-year performance period 
ending on 31 December 2007 was 30th out of the remaining 85 companies in the 
FTSE 100 (35th percentile) and as a result options over 62.5 per cent of the maximum
number of shares in each award was made.
At 31 December 2008 Prudential’s TSR performance was 117 per cent of the TSR
performance of the index. As a result, it is anticipated that awards over 92.4 per cent of the
maximum number of shares will be earned, resulting in 311,428 shares for Mark Tucker,
157,197 shares for Philip Broadley, 223,067 shares for Clark Manning, 59,319 shares for
Michael McLintock, and 138,566 shares for Nick Prettejohn.
At 31 December 2008 Shareholder Capital Value performance under the 2006 BUPPs 
was as follows:

Jackson 
UK 

% growth
SCV

6.1
1.2

Anticipated
payout

nil
nil

4

Tidjane Thiam

For 2008 as part of the terms of appointment, a double award under the Group 
Performance Share Plan of 320 per cent of salary was made to Tidjane Thiam. 

122 Prudential plc Annual Report 2008

Rights which were exercised from options granted from 2005 Restricted Share Plan awards during 2008 are set out in the following table:

RSP
rights
Year of outstanding
option
grant

Rights
granted
during
2008
at 1 Jan (Number 
2008 of shares)

Rights
exercised

Rights
during outstanding
at 31 Dec 
2008
(pence)

2008
(Number 
of shares)

Price
paid for
award

Exercise
price
(pence)

Market
price on
date of
exercise
(pence)

Earliest
exercise
date

Latest 
exercise 
date

Philip Broadley
Clark Manning
Michael McLintock

2008
2008
2008

– 114,365
– 102,095
36,597
–

114,365
102,095
36,597

–
–
–

–
–
–

Nil
Nil
Nil

539.5
647.5
377.0

17 April 2008
17 April 2008
17 April 2008

04 April 2015
04 April 2015
04 April 2015

Business-specific cash-based long-term incentive plans
Details of all outstanding awards under cash-based long-term incentive plans up to and including 2008 are set out in the table below.
The performance period for all awards is three years. 

Clark Manning
Business Cash LTIP

Michael McLintock
Phantom M&G options
Phantom M&G options
Phantom M&G options
Phantom M&G options
Phantom M&G options
Phantom M&G shares
Phantom M&G options
Phantom M&G shares
Phantom M&G shares
M&G Executive LTIP

Total cash payments made in 2008

Face value
of conditional
awards
outstanding 
at 1 Jan 2008
£000

Year of
initial
award

2005

1,400

2001
2002
2003
2004
2005
2005
2006
2006
2007
2008

368
368
368
368
368
225
368
225
1,333

Conditionally
awarded
in 2008
£000

Payments
made
in 2008
£000

Face value
of conditional
awards
outstanding
at 31 Dec 2008
£000

Date of
end of
performance
period

2,385

846
1,306
850
780

527

6,694

–

31 Dec 07

–
–
–
–
368
–
368
225
1,333
1,141

31 Dec 03
31 Dec 04
31 Dec 05
31 Dec 06
31 Dec 07
31 Dec 07
31 Dec 08
31 Dec 08
31 Dec 09
31 Dec 10

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Clark Manning
In 2005 Clark Manning participated in a cash-based long-term plan that rewards the growth in appraisal value of Jackson. The award payout equals an
initial award value adjusted by the change in the Prudential plc share price over the performance period. In order for any award to be made under the
2005 plan, the growth rate over the performance period must be greater or equal to eight per cent compound growth per annum. At this level of
performance, the initial award value is US$864,240. If the on-target performance level of 11.5 per cent per annum compound is achieved the initial 
award value is doubled. If the annual growth rate is at least 17.5 per cent, the payout increases to a maximum of three times the initial award value. 
For performance between these points, payouts are on a straight line sliding scale.

For the 2005 award the results led to a payment of US$4,416,308. The face values of the awards for Clark Manning have been converted at the

average exchange rate for 2008 which was US$1.8518 = £1 (2007: US$2.0015 = £1). 

Michael McLintock
Michael McLintock’s 2005 and 2006 cash long-term incentive awards were under the M&G Chief Executive Long-Term Incentive Plan that provides a
cash reward through phantom M&G share awards and options. For these awards, the phantom share price at the beginning of the performance period
was £1. The change in the phantom share price equals the change in M&G profit, modified up or down by the investment performance of M&G, over the
performance period. For each year the face value of the share award was £225,000 and the phantom option award had a face value of £367,800. Provided
the phantom share options have value, they may be exercised in part or in full during annual exercise periods after three to seven years from the start of
the performance period. 

For the 2005 award the phantom share price at the end of the performance period was £2.34. This resulted in a payment from the phantom share

award of £526,500 and a phantom option award of 367,800 units. Michael McLintock did not exercise any of these options. For the 2006 award, the
phantom share price at the end of the performance period was £1.69. This will result in a payment of £380,250 from the share element of the award.

Under the rules of Michael McLintock’s 2001 phantom option award, a payment of £845,940 was made at the end of the seven year exercise period.
An award under the share element of the M&G Chief Executive Long-Term Incentive Plan with a face value of £1,333,000 was made in 2007. 
Following consultations with shareholders an award with a face value of £1,141,176 was made in 2008 under the M&G Executive Long-Term

Incentive Plan, approved by shareholders at the AGM in 2008.

123

 
 
Directors’ remuneration report
For year ending 31 December 2008
continued

Other share awards
The table below sets out the share awards that have been made to executive directors under their appointment terms and those
deferred from annual incentive plan payouts. The values of the deferred share awards are included in the bonus and total figures
in the Directors’ remuneration table on page 117. The number of shares is calculated using the average share price over the three
business days commencing on the day of the announcement of the Group’s annual financial results for the relevant year. For the
awards from the 2007 annual incentives, made in 2008, the average share price was 618.50 pence.

Conditional
share
awards out-
standing
at 1 Jan
2008
(Number
of shares)

Year of
initial
grant

Cond-

Scrip
Shares
itionally dividends
released
awarded accumu-
in 2008
lated
in 2008
(Number
(Number
(Number
of shares) of shares) of shares)

Conditional
share
awards out-
standing
at 31 Dec
2008
(Number
of shares)

Date of
end of

Shares
released
in 2008
restricted (Number
period of shares)

Market 
Market
price at 
price at
original
date of
date of vesting or
release
award
(pence) 
(pence) 

Date of
release

Philip Broadley
Deferred 2005 

annual incentive
awardnote 1
Deferred 2006 

annual incentive 
awardnote 1

Clark Manning
Deferred 2006 

annual incentive 
awardnote 1
Deferred 2007 

2006

32,743

606 33,349

–1,2

31 Dec 08 33,349 21 Aug 08

715.5

506.5

2007

31,868

590 32,452

–1,2

31 Dec 09 32,458 21 Aug 08

723

506.5

2007

9,324

276

9,6001,3

31 Dec 09

annual incentive 
awardnote 1

2008

16,514

489

17,0031

31 Dec 10

Michael McLintock
Deferred 2005 

annual incentive 
awardnote 1
Deferred 2006 

annual incentive 
awardnote 1
Deferred 2007 

2006

86,874

2,580 89,454

1

31 Dec 08 89,454 31 Dec 08

715.5

416.5

2007

83,450

2,479

85,9291,4

31 Dec 09

annual incentive 
awardnote 1

2008

103,811

3,084

106,895

31 Dec 10

Nick Prettejohn
Awards under 

appointment 
termsnote8
Deferred 2006 

annual incentive 
awardnote 1
Deferred 2007 

2006

5,500

5,500

31 Oct 08

5,500 31 Oct 08

627.5

315

2007

12,128

359

12,487

31 Dec 09

annual incentive 
awardnote 1

2008

Barry Stowe
Awards under 

appointment 
termsnote 9

2006

Deferred 2007 

annual incentive 
awardnote 1

2008

49,898

1,482

51,3801,5

31 Dec 10

7,088
7,088
28,706
7,088
2,110

7,088

01 May 08
7,088 01 May 09
28,706 01 Sept 09
7,088
01 Jan 10
2,110 01 May 10

40,551

1,204

41,7551,6

31 Dec 10

7,088 01 May 08

702

697

124 Prudential plc Annual Report 2008

Tidjane Thiam
Awards under 

appointment 
termsnote 10

Year of
initial
grant

2008

Conditional
share
awards out-
standing
at 1 Jan
2008
(Number
of shares)

Cond-

Scrip
Shares
itionally dividends
released
awarded accumu-
in 2008
lated
in 2008
(Number
(Number
(Number
of shares) of shares) of shares)

Conditional
share
awards out-
standing
at 31 Dec
2008
(Number
of shares)

Date of
end of

Shares
released
in 2008
restricted (Number
period of shares)

Market
price at
original

Market 
price at 
date of
date of vesting or
release
award
(pence) 
(pence) 

Date of
release

16,336
41,148
48,362
41,135
49,131

16,336 31 Mar 09
41,148 31 Mar 09
48,362 31 Mar 10
41,135 31 Mar 10
49,131 31 Mar 11

Mark Tucker
Deferred 2005 

annual incentive 
award
Deferred 2006 

annual incentive 
awardnote 1
Deferred 2007 

2006

38,125

1,132 39,257

1 31 Dec 08 39,257 31 Dec 08

715.5 416.5

2007 74, 088

2,200

76,2881,7 31 Dec 09

annual incentive 
awardnote 1

2008

73,576

2,185

75,7611,7 31 Dec 10

Notes
1

Under the annual bonus plans, the element of bonus for performance above specified levels are made in the form of a share award deferred for three
years. The value of the 2007 deferred share award is included in the total 2007 figure in the Directors’ remuneration table on page 117.

4

5

6

7

8

9

2 Under the terms agreed on his leaving the company, the outstanding deferred awards to Philip Broadley have been released to him.
3

In 2008, a deferred share award from his 2007 annual bonus valued at $200,000 was made to Clark Manning. This is included in the 2007 total in the
Directors’ remuneration table on page 117. The exchange rate used was US$2.0015 = £1.
In 2008, a deferred share award from his 2007 annual bonus valued at £640,000 was made to Michael McLintock. This is included in the 2007 total in
the Directors’ remuneration table on page 117.
In 2008, a deferred share award from his 2007 annual bonus valued at £307,625 was made to Nick Prettejohn. This is included in the 2007 total in the
Directors’ remuneration table on page 117.
In 2008, a deferred share award from his 2007 annual bonus valued at £250,000 was made to Barry Stowe. This is included in the 2007 total in the
Directors’ remuneration table on page 117.
In 2008, a deferred share award from his 2007 annual bonus valued at £453,600 was made to Mark Tucker. This is included in the 2007 total in the
Directors’ remuneration table on page 117.
In order to secure the appointment of Nick Prettejohn, he was awarded rights to Prudential plc shares that vest as set out in the table. In normal
circumstances, releases are conditional on Nick Prettejohn being employed by Prudential at the date of vesting. If there is a change of control of
Prudential he may be entitled to retain any unvested awards.
In order to secure the appointment of Barry Stowe and to compensate him for the loss of substantial amounts of outstanding long-term remuneration,
he was awarded rights to Prudential plc American Depositary Receipts, which vest as set out in the table. The figures in the table are the equivalent
number of Prudential plc shares (one American Depositary Receipt equals two Prudential plc shares). In normal circumstances, releases are
conditional on Barry Stowe being employed by Prudential at the date of vesting. If there is a change of control of Prudential he may be entitled to
retain any unvested awards.

10 In order to secure the appointment of Tidjane Thiam, the following awards were made

• to compensate for the loss of 2007 bonus an award of 49,131 shares with a value of £325,000 vesting on 31 March 2011; and
• In order to compensate for the loss of outstanding deferred share awards under annual incentive plans and long-term awards with his previous
employer he was granted restricted share awards, in lieu of his 2006 and 2007 awards, without performance measures which will vest in March
2009 and 2010, respectively. 

These awards were valued taking the relative share prices of his previous employer on the day prior to his last working day and the Company on his
first working day.

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Directors’ remuneration report
For year ending 31 December 2008
continued

Outstanding share options
Options outstanding under the Savings-Related Share Option (SAYE) Scheme are set out below. The SAYE is open to all UK 
and certain overseas employees. Options under this scheme up to HM Revenue and Customs (HMRC) limits are granted at 
a 20 per cent discount and cannot normally be exercised until a minimum of three years has elapsed. No payment has been 
made for the grant of any options. The price to be paid for exercise of these options is shown in the table below. No variations 
to any outstanding options have been made.

Options
out-
Year of standing
initial
grant

at 1 Jan Exercised
in 2008

2008

Market
price on
exercise
date
(pence)

Options Options
granted
in 2008

forfeit
in 2008

Options
out-
standing
at 31 Dec
2008

Market
price at Original
exercise
price
(pence)

31 Dec
2008
(pence)

Exercise
price 
adjusted 
for 2004
Rights
Issue
(pence)

Earliest
exercise
date

Latest 
exercise
date

Michael McLintock 2003

6,153

6,153 517.5

Nick Prettejohn

Tijane Thiam

2006

2008

661

Mark Tucker

2005

2,297

–

661

1,705

2,297

416.5

416.5

416.5

416.5

280

565

551

407

266

n/a

n/a

01 Jun 08 30 Nov 08

01 Jun 09 30 Nov 09

01 Jun 11 30 Nov 11

n/a 01 Dec 08 31 May 09

1,705

Gains of £15,420 were made by directors in 2008 on the exercise of share options. (2007: £11,339).

Notes
1
2 No price was paid for the award of any option.
3

The highest and lowest share prices during 2008 were 726 pence and 245 pence respectively.

Dilution
Prudential currently meets its obligations under its share plans by funding an employee trust which acquires shares on the 
open market either at the time of grant or by maintaining sufficient shares in the trust to meet the requirements as awards vest.
Shares relating to options granted under all-employee share plans are satisfied by new issue shares. The combined dilution 
from all outstanding options at 31 December 2008 was 0.02 per cent of the total share capital at the time.

Directors’ pensions and life assurance
The pensions policy is set out on page 112. Prudential’s current practice in respect of pension arrangements for the current
executive directors is set out below.

Philip Broadley participated in a non-contributory scheme that provided a pension of 1/60th of Final Pensionable Earnings

for each year of service on retirement at age 60. 

Philip Broadley was entitled to supplements based on the portion of his basic salary not covered for pension benefits under a

HMRC approved scheme. He was also provided with life assurance cover of four times salary.

Michael McLintock participates in a contributory scheme that provides a target pension of 2/3rds of Final Pensionable

Earnings on retirement at age 60 for an employee with 30 years or more potential service, for which his contribution is four per
cent of basic salary. In both cases Final Pensionable Earnings are capped by a notional scheme earnings cap which replicates the
HMRC earnings cap in force before A-Day (6 April 2006).

Michael McLintock is entitled to supplements based on the portion of his basic salary not covered for pension benefits

under a HMRC approved scheme. He is also provided with life assurance cover of four times salary.

Nick Prettejohn and Tidjane Thiam are entitled to a total salary supplement of 25 per cent of basic salary. They have both

opted to become members of the staff defined contribution pension plan, which provides death in service benefits including life
assurance of four times salary. The company contributions to the pension plan are included in the supplement.

Mark Tucker is paid a salary supplement of 25 per cent of his salary. He is also provided with life assurance cover of four

times salary. He is not a member of a company pension plan.

Clark Manning participates in a US tax-qualified defined contribution plan (a 401K plan). He is also provided with life

assurance cover of two times salary.

Barry Stowe is paid a salary supplement of 25 per cent of his salary. He is also provided with life assurance cover of four 

times salary.

Where supplements for pension purposes are paid in cash, the amounts are included in the Directors’ remuneration table

on page 117.

126 Prudential plc Annual Report 2008

Details of directors’ pension entitlements under HMRC approved defined benefit schemes and supplements that are in the form
of contributions to pension arrangements paid by the Company are set out in the following table:

Additional pension Transfer value of accrued
benefit at 31 Dec
earned during year
ended 31 Dec 2008
note 3

Amount of

Years of
pensionable
service at

Age at

on pension
earned to
31 Dec 2008 31 Dec 2008 31 Dec 2008 31 Dec 2007
note 1
£000

Accrued
benefit at

£000

Ignoring
Allowing
inflation for inflation
on pension
earned to
31 Dec 2007
note 2
£000

Sir David Clementi
Philip Broadley*
Clark Manning
Michael McLintock
Nick Prettejohn
Barry Stowe
Tidjane Thiam
Mark Tucker

59
47
50
47
48
51
46
51

–
8
–
16
–
–

–

16

43

2

4

2

4

*Philip Broadley left on 31 May 2008 and all transfer information provided is for that date.

As required by Stock Exchange Listing rules.

Notes
1
2 As required by the Companies Act remuneration regulations.
3
4

The transfer value equivalent has been calculated in accordance with Actuarial Guidance Note GN11.
Supplements in the form of cash are included in the Directors’ remuneration table on page 117.

2008 B

£000

147

426

(B-A) less Contributions
to pension
contributions
and life
made by
assurance
directors
2007 A during 2008 arrangements
note 4
£000

£000

£000

135

435

12

(22)

18
–
14
94
78
4
96
14

No enhancements to the retirement benefits paid to or receivable by directors or former directors other than the discretionary
pension increases awarded to all pensioners have been made during the year. 

Total contributions to directors’ pension arrangements including cash supplements for pension purposes were £1,027,267 

(2007: £1,163,687) of which £268,668 (2007: £166,557) related to money purchase schemes.

Signed on behalf of the Board of directors

Bridget Macaskill
Chairman, Remuneration Committee

18 March 2009

Harvey McGrath
Chairman

18 March 2009

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Summary of statutory and supplementary 
IFRS and EEV basis results
Year ended 31 December 2008

The following tables and referenced disclosure notes show the results reported in the statutory financial statements on pages 131 
to 315 and supplementary EEV basis results on pages 318 to 356. This page does not form part of the statutory financial statements.

International Financial Reporting Standards (IFRS) basis results

Statutory IFRS basis results

(Loss) profit after tax attributable to equity 

holders of the Company
Basic (loss) earnings per share
Dividends per share declared and paid in reporting period
Shareholders’ equity, excluding minority interests

Supplementary IFRS basis information

Primary statement or note reference

Page

2008

2007*

IFRS income statement
IFRS income statement
IFRS note B3
IFRS balance sheet

131
131
162
135

£(396)m
(16.0)p
18.29p
£5,058m

£947m
38.7p
17.42p
£6,062m

Primary statement or note reference

Page

2008

2007*

Operating profit from continuing operations based on 

longer-term investment returns

Short-term fluctuations in investment returns
Shareholders’ share of actuarial and other gains and losses on

defined benefit pension schemes

(Loss) profit from continuing operations before tax attributable
to shareholders (including actual investment returns)

Operating earnings per share from continuing operations

after related tax and minority interests

Dividends per share in respect of the reporting period
(including interim dividend of 5.99p (2007: 5.70p)
and final dividend of 12.91p (2007: 12.30p) declared
after the end of the reporting period)

IFRS note B1

157
157

157

£1,347m
£(1,783)m

£1,201m
£(137)m

£(14)m

£(1)m 

IFRS income statement

IFRS note B1 131, 157

£(450)m

£1,063m 

IFRS note B2

161

42.5p

33.3p 

IFRS note B3

162

18.90p

18.00p 

Supplementary European Embedded Value (EEV) basis results

Primary statement or note reference

Page

2008

2007*

Operating profit from continuing operations based

on longer-term investment returns 
Short-term fluctuations in investment returns
Mark to market value movements on core borrowings
Shareholders’ share of actuarial and other gains and losses on 

defined benefit pension schemes

Effect of changes in economic assumptions and 
time value of cost of options and guarantees

(Loss) profit before tax from continuing operations

Operating earnings per share from continuing operations 

after related tax and minority interests

Basic (loss) earnings per share
Shareholders’ equity, excluding minority interests

EEV income
statement

EEV note 14
EEV earnings per share
EEV balance sheet

319
319
319

319

319

319

343
319
321

£2,961m
£(5,127)m
£656m

£2,530m
£174m
£223m

£(15)m

£(5)m

£(581)m

£748m

£(2,106)m

£3,670m

88.6p
(54.1)p
£15.0bn

74.5p
121.2p
£14.6bn

*The Company has adopted the principles of IFRIC 14 in accounting for pension schemes in the current year, giving rise to consequential changes to the

comparative results for 2007 (see note I1 to the Group financial statements and note 20 to the EEV basis supplementary information).

Notes
IFRS basis results The preparation of statutory IFRS basis results and supplementary IFRS basis information is consistent with that applied for the 2007
results and financial statements, except for the effect of the adoption of IFRIC 14 for pension schemes. 
EEV basis results The EEV basis results are extracted from supplementary information and are not results that form part of the Group’s financial statements.
Supplementary information The results shown above distinguish ‘operating profits based on longer-term investment returns’ from ‘profits before tax’. 
The reconciling items are presented in accordance with the Group’s policy as described in the Group’s financial statements and supplementary information.
Items excluded from operating profit based on longer-term investment returns represent primarily the effects of altered investment market conditions
(short-term fluctuations) and actuarial and other gains and losses on defined benefit pension schemes. For EEV, the operating profit based on longer-term
investment returns figure also excludes the mark to market value movements on core borrowings, the effect of changes in economic assumptions and the
time value of the cost of options and guarantees.

128 Prudential plc Annual Report 2008

F
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Financial statements and European Embedded Value
(EEV) basis supplementary information
130 Index to Group financial statements
131 Consolidated income statement
132 Consolidated statement of changes in equity
134 Consolidated balance sheet
136 Consolidated cash flow statement
137 Notes on the Group financial statements
306 Balance sheet of the parent company
307 Notes on the parent company financial statements
316 Statement of directors’ responsibilities in respect of the 

Annual Report and the financial statements

317 Independent auditor’s report to the members of Prudential plc
318 EEV basis supplementary information
322 Notes on the EEV basis supplementary information
357 Statement of directors’ responsibilities in respect of the 

EEV basis supplementary information

358 Independent auditor’s report to Prudential plc on the 

EEV basis supplementary information

129

 
 
Index to Group financial statements

Primary statements

Section H: Other information on balance sheet items

131 Consolidated income statement
132 Consolidated statement of changes in equity
134 Consolidated balance sheet
136 Consolidated cash flow statement

Notes on the Group financial statements

Section A: Background and accounting policies

137 A1: Nature of operations 
137 A2: Basis of preparation 
137 A3: Critical accounting policies, estimates and judgements 
144 A4: Significant accounting policies
154 A5: New accounting pronouncements 

Section B: Summary of results

157 B1: Supplementary analysis of profit from continuing 
operations before tax attributable to shareholders 

161 B2: Earnings per share 
162 B3: Dividends 
163 B4: Exchange translation 
163 B5: New business 
166 B6: Group balance sheet 

Section C: Group risk management 

177 C: Group risk management

Section D: Life assurance businesses

181 D1: Group overview 
189 D2: UK insurance operations 
205 D3: US insurance operations 
222 D4: Asian insurance operations 
231 D5: Capital position statement for life assurance businesses 

Section E: Asset management 
(including US broker dealer) and other operations

240 E1: Income statement for asset management operations 
241 E2: Balance sheet for asset management operations 
243 E3: Regulatory capital positions 
243 E4: Sensitivity of profit and equity to market and other 

financial risk

243 E5: Other operations 

Section F: Income statement notes

244 F1: Segmental information 
245 F2: Revenue 
246 F3: Acquisition costs and other operating expenditure 
246 F4: Finance costs: Interest on core structural borrowings 

of shareholder-financed operations 

246 F5: Tax 

Section G: Financial assets and liabilities
252 G1: Financial instruments – designation and fair values 
256 G2: Market risk 
259 G3: Derivatives and hedging 
261 G4: Derecognition and collateral 
262 G5: Impairment of financial assets 

263 H1: Intangible assets attributable to shareholders 
266 H2: Intangible assets attributable to with-profits funds
267 H3: Reinsurers’ share of insurance contract liabilities 
268 H4: Tax assets and liabilities 
269 H5: Accrued investment income and other debtors 
270 H6: Property, plant and equipment 
271 H7: Investment properties 
273 H8: Investments in associates and joint ventures 
275 H9: Assets held for sale 
275 H10: Cash and cash equivalents 
275 H11: Shareholders’ equity: Share capital, share premium 

and reserves 

277 H12: Insurance contract liabilities and unallocated surplus 

of with-profits funds 

278 H13: Borrowings 
280 H14: Provisions and contingencies 
284 H15: Other liabilities 

Section I: Other notes

285 I1: Staff and pension plans 
297 I2: Share-based payments
300 I3: Key management remuneration 
301 I4: Fees payable to auditor 
301 I5: Related party transactions 
301 I6: Subsidiary undertakings 
303 I7: Commitments 
304 I8: Cash flows 
304 I9: Discontinued banking operations
305 I10:Post balance sheet events

Parent company

306 Balance sheet of the parent company
307 Notes on the parent company financial statements

316 Statement of directors’ responsibilities in respect of the

Annual Report and the financial statements

317 Independent auditor’s report to the members of Prudential plc 

European Embedded Value (EEV) basis 
supplementary information

318 Operating profit from continuing operations based on 

longer-term investment returns

319 Summarised consolidated income statement – EEV basis
319 Earnings per share – EEV basis
319 Dividends per share
320 Movement in shareholders’ equity (excluding minority 

interests) – EEV basis

321 Summarised consolidated balance sheet – EEV basis
322 Notes on the EEV basis supplementary information
357 Statement of directors’ responsibilities in respect of the European
Embedded Value (EEV) basis supplementary information
358 Independent auditor’s report to Prudential plc on the European
Embedded Value (EEV) basis supplementary information

130 Prudential plc Annual Report 2008

Consolidated income statement
Year ended 31 December 2008

Gross premiums earned
Outward reinsurance premiums

Earned premiums, net of reinsurance

Investment return
Other income

Total revenue, net of reinsurance

Benefits and claims 
Outward reinsurers’ share of benefits and claims
Movement in unallocated surplus of with-profits funds

Benefits and claims and movements in unallocated surplus of with-profits funds,

net of reinsurance

Acquisition costs and other operating expenditure
Finance costs: interest on core structural borrowings of shareholder-financed operations

Total charges, net of reinsurance
(Loss) profit before tax (being tax attributable to shareholders’ and policyholders’ returns)†
Tax credit attributable to policyholders’ returns

(Loss) profit before tax attributable to shareholders
Tax credit (charge)
Less: tax credit attributable to policyholders’ returns
Tax credit (charge) attributable to shareholders’ profits

(Loss) profit from continuing operations after tax
Discontinued operations (net of tax)

(Loss) profit for the year

Attributable to:
Equity holders of the Company
Minority interests

(Loss) profit for the year

Earnings per share (in pence)
Basic (based on 2,472m and 2,445m shares respectively): 

Based on (loss) profit from continuing operations attributable to the equity holders

of the Company

Based on profit from discontinued operations attributable to the equity 

holders of the Company

Diluted (based on 2,473m and 2,448m shares respectively):

Based on (loss) profit from continuing operations attributable to the equity holders 

of the Company

Based on profit from discontinued operations attributable to the equity holders of the Company

Note

2008 £m

2007* £m

F2

F2
F2

F1,F2

H12

F3
F4

F1

B1
F5

F5

I9

18,993
(204)

18,789

(30,202)
1,146

(10,267)

4,620
389
5,815

10,824
(2,459)
(172)

8,193

(2,074)
1,624

(450)
1,683
(1,624)
59

(391)
–

(391)

(396)
5

(391)

(16.0)p

–

(16.0)p

(16.0)p
–

(16.0)p

18,359
(171)

18,188

12,225
2,457

32,870

(26,224)
(20)
(541)

(26,785)
(4,859)
(168)

(31,812)

1,058
5

1,063
(349)
(5)
(354)

709
241

950

947
3

950

28.8p

9.9p

38.7p

28.8p
9.8p

38.6p

*The Company has adopted the principles of IFRIC 14 in accounting for pension schemes. The adoption gives rise to consequential changes to the
comparative results for 2007. Note I1 explains the effect of the change.
†This measure is the formal (loss) profit before tax measure under IFRS but is not the result attributable to shareholders.

131

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Consolidated statement of changes in equity
Year ended 31 December 2008

Note

Share

Share Retained
capital premium earnings

2008 £m

Available-
for-sale
Trans-
lation securities
reserve

reserve

Share-

holders’ Minority
interests

equity

Total
equity

B4

D3(a)

H1

B3

H11

H11

(396)

(396)

5

(391)

631

631

631

(3,197) (3,197)

(3,197)

487

487

(2,710) (2,710)

487

(2,710)

1,070
569

1,070
688

119

750 (1,071)

750 (1,071)

(321)

(717)
(453)

18

(396)
(453)

18

1,070
688

(321)

(712)
(455)

18

5
(2)

(50)

(50)

2

168

170

170

(156)

156

3

(25)

3

3

(25)

(25)

2

12

(697)

750 (1,071) (1,004)

(47) (1,051)

123

1,828

4,440

(112)

(78) 6,201

102

6,303

I1

H11

123

125

(139)

(139)

(139)

1,828

4,301

(112)

(78) 6,062

102

6,164

1,840

3,604

638 (1,149) 5,058

55

5,113

Reserves
Loss for the year
Items recognised directly in equity:

Exchange movements
Unrealised valuation movements on 

securities of US insurance operations 
classified as available-for-sale:
Unrealised holding losses
arising during the year
Less net losses included in the 

income statement on disposal 
and impairment

Related change in amortisation 
of deferred income and 
acquisition costs

Related tax

Total items of income and expense 
recognised directly in equity

Total income and expense for the year
Dividends
Reserve movements in respect of 

share-based payments 

Change in minority interests arising 

principally from purchase and sale 
of property partnerships of the 
PAC with-profits fund and of other 
consolidated investment funds

Share capital and share premium
New share capital subscribed
Transfer to retained earnings in 

respect of shares issued in lieu 
of cash dividends

Treasury shares
Movement in own shares in respect 
of share-based payment plans
Movement in Prudential plc shares 

purchased by unit trusts 
consolidated under IFRS

Net increase (decrease) in equity
At beginning of year: 

As previously reported
Effect of adoption of principles of 
IFRIC 14 for accounting for 
pension schemes 

After adoption of IFRIC 14

At end of year

132 Prudential plc Annual Report 2008

Reserves
Profit for the year
Items recognised directly in equity:

Exchange movements
Movement on cash flow hedges
Unrealised valuation movements 
on securities classified as 
available-for-sale of discontinued 
banking operations

Unrealised valuation movements 
on securities of US insurance 
operations classified as 
available-for-sale:
Unrealised holding losses 
arising during the year
Less net gains included in the 

income statement on disposal 
and impairment

Related change in amortisation 
of deferred income and 
acquisition costs

Related tax

Total items of income and expense 
recognised directly in equity

Total income and expense for the year
Dividends
Reserve movements in respect of 

share-based payments

Change in minority interests arising 

principally from purchase and sale of 
venture investment companies and 
property partnerships of the PAC 
with-profits fund and of other 
consolidated investment funds

Treasury shares
Movement in own shares in respect of 

share-based payment plans
Movement in Prudential plc shares 

purchased by unit trusts 
consolidated under IFRS

Net increase (decrease) in equity
At beginning of year:

As previously reported
Effect of adoption of principles of 
IFRIC 14 for accounting for 
pension schemes

After adoption of IFRIC 14

At end of year

Note

Share

Share Retained
capital premium earnings

2007 £m

Available-
for-sale
Trans-
lation securities Hedging
reserve
reserve

reserve

Share-

holders’ Minority
interests

equity

Total
equity

947

947

3

950

B4

11

(3)

11
(3)

(2)

(2)

11
(3)

(2)

D3(a)

H1

B3

(231)

(231)

(231)

(13)
(244)

88
53

(105)

(105)

2

13

13

(13)
(244)

88
56

(94)

853
(426)

18

1

(2)

(2)

(13)
(244)

88
56

(94)

856
(431)

18

3
(5)

947
(426)

18

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(28)

(28)

182

182

7

4

7

4

7

4

1

6

725

13

(105)

(2)

638

(30)

608

122

1,822

3,640

(125)

27

2

5,488

132

5,620

I1

H11

122

123

1,822

1,828

(64)

3,576

4,301

(125)

(112)

27

(78)

(64)

5,424

6,062

2

0

(64)

5,556

6,164

132

102

133

Share capital and share premium
New share capital subscribed
Transfer to retained earnings in respect of
shares issued in lieu of cash dividends

H11

H11

1

181

(175)

175

 
Consolidated balance sheet
31 December 2008

Assets

Intangible assets attributable to shareholders:

Goodwill
Deferred acquisition costs and other intangible assets

Total

Intangible assets attributable to with-profits funds:

In respect of acquired subsidiaries for venture fund and other investment purposes
Deferred acquisition costs and other intangible assets

Total

Total

Other non-investment and non-cash assets:

Property, plant and equipment
Reinsurers’ share of insurance contract liabilities
Deferred tax assets
Current tax recoverable
Accrued investment income
Other debtors

Total

Investments of long-term business and other operations:

Investment properties
Investments accounted for using the equity method
Financial investments:

Loans
Equity securities and portfolio holdings in unit trusts
Debt securities
Other investments
Deposits

Total

Held for sale assets
Cash and cash equivalents

Total assets

Note

2008 £m

2007* £m

H1(a)
H1(b)

H2(a)
H2(b)

H6
H3
H4
H4
G1,H5
G1,H5

H7
H8
G1

1,341
5,349

6,690

174
126

300

1,341
2,836

4,177

192
19

211

6,990

4,388

635
1,240
2,886
657
2,513
1,232

9,163

11,992
10

10,491
62,122
95,224
6,301
7,294

1,012
783
951
285
2,023
909

5,963

13,688
12

7,924
86,157
83,984
4,396
7,889

193,434

204,050

H9
G1,H10

–
5,955

30
4,951

B6

215,542

219,382

134 Prudential plc Annual Report 2008

Equity and liabilities

Equity
Shareholders’ equity
Minority interests

Total equity

Liabilities
Policyholder liabilities and unallocated surplus of with-profits funds:

Insurance contract liabilities
Investment contract liabilities with discretionary participation features
Investment contract liabilities without discretionary participation features
Unallocated surplus of with-profits funds

Total

Core structural borrowings of shareholder-financed operations:

Subordinated debt 
Other

Total

Other borrowings:

Operational borrowings attributable to shareholder-financed operations
Borrowings attributable to with-profits funds

Other non-insurance liabilities:

Obligations under funding, securities lending and sale and repurchase agreements
Net asset value attributable to unit holders of consolidated unit trusts and similar funds
Current tax liabilities
Deferred tax liabilities
Accruals and deferred income
Other creditors
Provisions
Derivative liabilities
Other liabilities

Total

Total liabilities

Total equity and liabilities

Note

2008 £m

2007* £m

H11

H12
G1
G1
H12

H13
H13

G1,H13

G1,H13
G1,H13

G1
G1
H4
H4

G1
H14
G1,G3
G1,H15

B6

5,058
55

5,113

6,062
102

6,164

136,030
23,446
14,501
8,414

182,391

132,776
29,550
14,032
13,959

190,317

1,987
971

2,958

1,977
1,308

5,572
3,843
842
3,229
630
1,496
461
4,832
890

1,570
922

2,492

3,081
987

4,081
3,556
1,237
3,402
599
1,020
575
1,080
791

21,795

210,429

215,542

16,341

213,218

219,382

*The Company has adopted the principles of IFRIC 14 for pension schemes, giving rise to consequential changes to the comparative results and balances

of 2007. Note I1 explains the effect of the change.

The consolidated financial statements on pages 131 to 305 were approved by the Board of directors on 18 March 2009.

Harvey McGrath
Chairman

Mark Tucker
Group Chief Executive

Tidjane Thiam
Chief Financial Officer

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135

 
Consolidated cash flow statement
Year ended 31 December 2008

Cash flows from operating activities
(Loss) profit before tax from continuing operations (being tax attributable to 

shareholders’ and policyholders’ returns)†
Profit before tax from discontinued operations 

Total (loss) profit before tax
Changes in operating assets and liabilities:

Investments
Other non-investment and non-cash assets
Policyholder liabilities (including unallocated surplus)
Other liabilities (including operational borrowings)

Interest income and expense and dividend income included in profit before tax
Other non-cash items
Operating cash items:
Interest receipts
Dividend receipts
Tax paid

Net cash flows from operating activities

Cash flows from investing activities
Purchases of property, plant and equipment
Proceeds from disposal of property, plant and equipment
Acquisition of subsidiaries, net of cash balances
Disposal of Egg, net of cash balances 
Disposal of other subsidiaries, net of cash balances
Deconsolidation of investment subsidiaries

Net cash flows from investing activities

Cash flows from financing activities
Structural borrowings of the Group:

Shareholder-financed operations: 

Redemption
Interest paid

With-profits operations: 

Interest paid

Equity capital: 

Issues of ordinary share capital
Dividends paid

Net cash flows from financing activities

Net increase (decrease) in cash and cash equivalents
Cash and cash equivalents at beginning of year
Effect of exchange rate changes on cash and cash equivalents 

Cash and cash equivalents at end of year

Note

2008 £m

2007* £m

I9

(2,074)
–

(2,074)

33,255
(1,659)
(26,987)
(631)
(4,989)
(74)

1,058
222

1,280

(11,730)
(466)
11,845
902
(8,201)
(141)

2,937
2,019
(653)

1,144

(240)
11
–
–
–
–

(229)

–
(167)

(9)

12
(297)

(461)

454
4,951
550

5,955

5,541
2,732
(624)

1,138

(231)
61
(77)
(538)
157
(91)

(719)

(150)
(171)

(9)

6
(255)

(579)

(160)
5,071
40

4,951

H6

I6(iv)
I9
I6(iv)
I6(iv)

I8

H11
B3

H10

*The Company has adopted the principles of IFRIC 14 for pension schemes, giving rise to consequential changes to the 2007 comparative results. 

Note I1 explains the effect of the change.
†This measure is the formal (loss) profit before tax measure under IFRS but it is not the result attributable to shareholders.

136 Prudential plc Annual Report 2008

Notes on the Group financial statements
A: Background and accounting policies

A1: Nature of operations

Prudential plc (the Company) together with its subsidiaries (collectively, the Group or Prudential) is an international financial
services group with its principal operations in the UK, the US and Asia. The Group operates in the UK through its subsidiaries,
primarily The Prudential Assurance Company Limited (PAC), Prudential Annuities Limited (PAL), Prudential Retirement Income
Limited (PRIL) and M&G Investment Management Limited.

In the US, the Group’s principal subsidiary is Jackson National Life Insurance Company (Jackson). The Group also has

operations in Hong Kong, Malaysia, Singapore, Taiwan and other Asian countries. On 20 February 2009, the Company
announced that it had entered into agreement, subject to regulatory approval to sell the assets and liabilities of its agency
distribution business and its agency force in Taiwan. See note I10 for further details. 

Prudential offers a wide range of retail financial products and services and asset management services throughout these
territories. The retail financial products and services principally include life insurance, pensions and annuities as well as collective
investment services.

Long-term business products written in the UK and Asia are principally with-profits deposit administration, other conventional

and unitised with-profits policies and non-participating pension annuities in the course of payment. Long-term business also
includes linked business written in the UK and Asia. The principal products written by Jackson are interest-sensitive deferred
annuities and whole-life policies, variable annuities, guaranteed investment contracts, fixed index deferred annuities and term 
life insurance.

Prudential plc is a public limited company incorporated and registered in England and Wales. The registered office is:

Laurence Pountney Hill
London
EC4R 0HH
Registered number: 1397169

A2: Basis of preparation

The consolidated financial statements consolidate the Group and the Group’s interest in associates and jointly-controlled entities.
The parent company financial statements present information about the Company as a separate entity and not about the Group.
The consolidated financial statements have been prepared and approved by the directors in accordance with International
Financial Reporting Standards (IFRS) as adopted by the European Union (EU). The Company has elected to prepare its parent
company financial statements in accordance with UK Generally Accepted Accounting Practice (GAAP). These are presented 
on pages 306 to 315.

As part of its response to the global financial crisis, in 2008, the International Accounting Standards Board (IASB) has issued
amendments to IAS 39, ‘Financial Instruments: Recognition and Measurement’ and IFRS 7, ‘Financial Instruments: Disclosures’.
’Reclassification of Financial Assets: Amendments to IAS 39 Financial Instruments: Recognition and Measurement and IFRS 7
Financial Instruments: Disclosures’ was issued in October 2008 permitting the reclassification of non-derivative financial 
assets into the ‘loans and receivables’ category under which assets are carried at amortised cost if specific conditions are met. 
The Group has not made any such reclassification of financial assets as permitted by the amendments. 

The Group has applied all IFRS standards and interpretations adopted by the EU and effective at 31 December 2008. 
In addition, the Group has early adopted IFRIC 14 ‘The Limit on a Defined Benefit Asset, Minimum Funding Requirement and
their Interaction’. Further details on the impact of the adoption of this interpretation are provided in notes A5 and I1.

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A3: Critical accounting policies, estimates and judgements

a Critical accounting policies
Prudential’s discussion and analysis of its financial condition and results of operations are based upon Prudential’s consolidated
financial statements, which have been prepared in accordance with IFRS adopted for use in the EU. Were the Group to apply 
IFRS as published by the IASB, as opposed to EU-adopted IFRS, no additional adjustments would be required. 

The preparation of these financial statements requires Prudential to make estimates and judgements that affect the reported

amounts of assets, liabilities, and revenues and expenses, and related disclosure of contingent assets and liabilities. On an
ongoing basis, Prudential evaluates its estimates, including those related to long-term business provisioning, the fair value 
of assets and the declaration of bonus rates. Prudential bases its estimates on historical experience and on various other
assumptions that are believed to be reasonable under the circumstances, the results of which form the basis for making
judgements about the carrying value of assets and liabilities that are not readily apparent from other sources. Actual results 
may differ from these estimates under different assumptions or conditions. 

Critical accounting policies are defined as those that are reflective of significant judgements and uncertainties, and potentially
give rise to different results under different assumptions and conditions. Prudential believes that its critical accounting policies are
limited to those described below. 

A

137

Notes on the Group financial statements
A: Background and accounting policies
continued

A3: Critical accounting policies, estimates and judgements continued

The critical accounting policies in respect of the items discussed below are critical for the Group’s results insofar as they relate to
the Group’s shareholder-financed business. In particular this applies for Jackson which is the largest shareholder-backed business
in the Group. The policies are not critical in respect of the Group’s with-profits business. Accordingly, explanation is provided in
this note and cross-referenced notes as to why the distinction between with-profits business and shareholder-backed business 
is relevant. 

The items discussed below and in cross-referenced notes explain the effect of changes in estimates and the effect of

reasonably likely changes in the key assumptions underlying these estimates as of the latest balance sheet date so as to provide
analysis that recognises the different accounting effects on profit and loss or equity. In order to provide relevant analysis that is
appropriate to the circumstances applicable to the Group’s businesses, the explanations refer to types of business, fund structure,
the relationship between asset and policyholder liability measurement, and the differences in the method of accounting
permitted under IFRS 4 for accounting for insurance contract assets, policyholder liabilities and unallocated surplus of the 
Group’s with-profits funds. 

Insurance contract accounting
With the exception of certain contracts described in note D1, the Group’s life assurance contracts are classified as insurance
contracts and investment contracts with discretionary participating features. As permitted by IFRS 4, assets and liabilities of these
contracts (see below) are accounted for under previously applied GAAP. Accordingly, except as described below, the modified
statutory basis (MSB) of reporting as set out in the revised Statement of Recommended Practice (SORP) issued by the Association
of British Insurers (ABI) in November 2003 has been applied.

In 2005 the Group chose to improve its IFRS accounting for UK regulated with-profits funds by the voluntary application of
the UK accounting standard FRS 27, ‘Life Assurance’. Under this standard, the main accounting changes that were required for
UK with-profits funds were:

• Derecognition of deferred acquisition costs and related deferred tax; and
• replacement of MSB liabilities with adjusted realistic basis liabilities.

The results shown for 2008 and 2007 reflect this basis.

Unallocated surplus represents the excess of assets over policyholder liabilities for the Group’s with-profits funds that have
yet to be appropriated between policyholders and shareholders. The Group has opted to account for unallocated surplus wholly
as a liability with no allocation to equity. This treatment reflects the fact that shareholders’ participation in the cost of bonuses
arises only on distribution. Shareholder profits on with-profits business reflect one-ninth of the cost of declared bonus. 

For Jackson, applying the MSB as applicable to overseas operations, the assets and liabilities of insurance contracts are
accounted for under insurance accounting prescribed by US GAAP. For the assets and liabilities of insurance contracts of Asian
operations, the local GAAP is applied with adjustments, where necessary, to comply with UK GAAP. For the operations in Taiwan,
Vietnam and Japan, countries where local GAAP is not appropriate in the context of the previously applied MSB, accounting 
for insurance contracts is based on US GAAP. For participating business the liabilities include provisions for the policyholders’
interest in realised investment gains and other surpluses that, where appropriate, and in particular for Vietnam, have yet to be
declared as bonuses. 

The usage of these bases of accounting has varying effects on the way in which product options and guarantees are
measured. For UK regulated with-profits funds, for the 2008 and 2007 results, options and guarantees are valued on a market
consistent basis. The basis is described in note D2(g)(ii). For other operations a market consistent basis is not applied under 
the accounting basis described in note A4. Details of the guarantees, basis of setting assumptions, and sensitivity to altered
assumptions are described in notes D3 and D4.

Valuation and accounting presentation of fair value movements of derivatives and debt securities of Jackson
Under IAS 39, derivatives are required to be carried at fair value. Unless net investment hedge accounting is applied, value
movements on derivatives are recognised in the income statement. Except in respect of variable annuity business, the value
movements on derivatives held by Jackson are separately identified within the short-term fluctuations in investment returns
identified as part of the Group’s supplementary analysis of results described below and in note B1. Derivative value movements 
in respect of variable annuity business are included within the operating profit based on longer-term investment returns.
For derivative instruments of Jackson, the Group has considered at length whether it is appropriate to undertake the
necessary operational changes to qualify for hedge accounting so as to achieve matching of value movements in hedging
instruments and hedged items in the performance statements. In reaching the decision a number of factors were particularly
relevant. These were:

• IAS 39 hedging criteria have been designed primarily in the context of hedging and hedging instruments that are assessable 

as financial instruments that are either stand-alone or separable from host contracts, rather than, for example, duration
characteristics of insurance contracts;

138 Prudential plc Annual Report 2008

• the high hurdle levels under IAS 39 of ensuring hedge effectiveness at the level of individual hedge transactions;
• the difficulties in applying the macro hedge provisions under IAS 39 (which are more suited to banking arrangements) to

Jackson’s derivative book;

• the complexity of asset and liability matching of US life insurers such as those with Jackson’s product range; and finally
• whether it is possible or desirable, without an unacceptable level of costs and constraint on commercial activity, to achieve the

accounting hedge effectiveness required under IAS 39.

In this regard, the issues surrounding IAS 39 application are very similar to those considered by other US life insurers when the US
financial reporting standard FAS 133 was first applied for US GAAP reporting. Taking account of these considerations the Group
has decided that, except for certain minor categories of derivatives, it is not appropriate to seek to achieve hedge accounting
under IAS 39. As a result of this decision the total income statement results are more volatile as the movements in the value of
Jackson’s derivatives are reflected within it.

Under IAS 39, unless carried at amortised cost (subject to impairment provisions where appropriate) under the held-to-

maturity category, debt securities are also carried at fair value. The Group has chosen not to classify any financial assets as held-to-
maturity. Debt securities of Jackson are designated as available-for-sale with value movements, unless impaired, being recorded
as movements within shareholders’ equity. Impairments are recorded in the income statement. 

Presentation of results before tax
The total tax charge for the Group reflects tax that in addition to relating to shareholders’ profits is also attributable to
policyholders and unallocated surplus of with-profits funds and unit-linked policies. This is explained in more detail in note F5.
However, pre-tax profits are determined after transfers to or from unallocated surplus of with-profits funds. These transfers are in
turn determined after taking account of tax borne by with-profits funds. Consequently reported profit before the total tax charge
is not representative of pre-tax profits attributable to shareholders. In order to provide a measure of pre-tax profits attributable 
to shareholders the Group has chosen to adopt an income statement presentation of the tax charge and pre-tax results that
distinguishes between policyholder and shareholder components.

Supplementary analysis of results and earnings attributable to shareholders
The Group uses operating profit based on longer-term investment returns as a supplemental measure of its results. The basis 
of calculation is disclosed in note A4(d).

For shareholder-backed business, with the exception of debt securities held by Jackson and assets classified as loans and
receivables, all financial investments and investment property are designated as fair value through profit and loss. Short-term
fluctuations in investment returns on such assets held by with-profits funds, do not affect directly reported shareholder results.
This is because (i) the unallocated surplus of with-profits funds are accounted for as liabilities and (ii) excess or deficits of income
and expenditure of the funds over the required surplus for distribution are transferred to or from unallocated surplus. However,
for shareholder-backed businesses the short-term fluctuations affect the result for the year and the Group provides additional
analysis of results to provide information on results before and after short-term fluctuations in investment returns.

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b Critical accounting estimates and judgements
Investments
Determining the fair value of financial investments when the markets are not active
The Group holds certain financial investments for which the markets are not active. These include financial investments which 
are not quoted on active markets and financial investments for which markets are no longer active as a result of market conditions 
e.g. market illiquidity. When the markets are not active, there is generally no or limited observable market data for the financial
investments. The determination of whether an active market exists for a financial investment requires management’s judgement. 

If the market for a financial investment of the Group is not active, the fair value is determined in full or in part by using

valuation techniques. The Group establishes fair value for these financial investments by using quotations from independent third-
parties, such as brokers or pricing services or by using internally developed pricing models. Priority is given to publicly available
prices from independent sources, when available but overall, the source of pricing and/or the valuation technique is chosen 
with the objective of arriving at a fair value measurement which reflects the price at which an orderly transaction would take 
place between market participants on the measurement date. The valuation techniques include the use of recent arm’s length
transactions, reference to other instruments that are substantially the same, discounted cash flow analysis, option adjusted spread
models and, if applicable, enterprise valuation and may include a number of assumptions relating to variables such as credit risk
and interest rates. Changes in assumptions relating to these variables could positively or negatively impact the reported fair value
of these instruments.

A

139

Notes on the Group financial statements
A: Background and accounting policies
continued

A3: Critical accounting policies, estimates and judgements continued

The fair values of financial investments, net of derivative liabilities, valued using a valuation technique either internally by the Group
or by independent third-parties at 31 December 2008 was £40,252 million (2007: £33,822 million). Of these amounts, financial
investments net of derivative liabilities with a fair value of £24,833 million (2007: £19,748 million) were held by the US operations.
Financial investments valued using valuation techniques held by UK operations were £15,399 million (2007: £14,139 million) 
and of this amount £14,695 million (2007: £13,580 million) related to securities held by with-profits operations and £704 million
(2007: £559 million) related to securities held by the UK shareholder-backed business. Debt securities of US insurance
operations valued internally using valuation techniques in 2008 include certain asset-backed securities which had previously
been valued using prices provided by a pricing service or brokers in the context of active markets. The current market
dislocations have caused a reassessment of the valuation process for these asset-backed securities. In particular, beginning the
end of the third quarter of 2008, the external prices obtained for certain asset-backed securities were deemed to be inappropriate
in the current market conditions. For the valuations at 31 December 2008, the US operations have therefore utilised internal
valuation models, provided by PPM America, to derive fair values for all non-agency residential mortgage-backed securities and
asset-backed securities and certain commercial mortgage-backed securities. The techniques used by PPM America include cash
flow models based on spreads and, when available, market indices. Additional details are explained in note G1.

Determining impairments relating to financial assets
Available-for-sale securities
Financial investments carried on an available-for-sale basis are represented by Jackson’s debt securities portfolio. The
consideration of evidence of impairment requires management’s judgement. In making this determination the factors considered
include, for example, whether the decline is substantial, the ability and intent to retain the investment long enough to allow for 
an estimated full recovery in value, the duration and extent to which the amortised cost exceeds fair value, the financial condition
and prospects of the issuer, or any other objectively observable conditions that indicate that the investment may be impaired.
For Jackson’s residential mortgage-backed securities, the model used to analyse cash flows, begins with the current
delinquency experience of the underlying collateral pool for the structure, by applying assumptions about how much of the
currently delinquent loans will eventually default, and multiplying this by an assumed loss severity. Additional factors are applied
to anticipate ageing effect. After applying a cash flow simulation an indication is obtained as to whether or not the security has
suffered a principal payment shortfall. If a shortfall applies an impairment charge is generally recorded. 

Unrealised losses that are considered to be primarily the result of market conditions, such as interest rates movements,
unusual market volatility, or industry-related events, and where the Group also believes there is a reasonable expectation for
recovery and, furthermore, it has the intent and ability to hold the investment until maturity or the market recovers, are usually
determined to be temporary. The Group’s review of fair value involves several criteria, including economic conditions, credit 
loss experience, other issuer-specific developments and future cash flows. These assessments are based on the best available
information at the time. Factors such as market liquidity, the widening of bid/ask spreads and a change in cash flow assumptions
can contribute to future price volatility. If actual experience differs negatively from the assumptions and other considerations 
used in the consolidated financial statements, unrealised losses currently in equity may be recognised in the income statement in 
future periods. The preceding note in this section provides explanation on how fair value is determined when the markets for the
financial investments are not active. Further, additional details on the impairments of the available-for-sale securities of Jackson
are described in notes D3 and G5.

Assets held at amortised cost
Financial assets classified as loans and receivables under IAS 39 are carried at amortised cost using the effective interest rate
method. The loans and receivables include loans collateralised by mortgages, deposits and loans to policyholders. In estimating
future cash flows, the Group looks at the expected cash flows of the assets and applies historical loss experience of assets with
similar credit risks that has been adjusted for conditions in the historical loss experience which no longer exist or for conditions
that are expected to arise. The estimated future cash flows are discounted using the financial asset’s original or variable effective
interest rate and exclude credit losses that have not yet been incurred. 

The risks inherent in reviewing the impairment of any investment include the risk that market results may differ from
expectations; facts and circumstances may change in the future and differ from estimates and assumptions; or the Group may
later decide to sell the asset as a result of changed circumstances.

Changes in the estimates of credit risk in any reporting period could result in a change in the allowance for losses on the 

loans and advances.

140 Prudential plc Annual Report 2008

Insurance contracts
Product classification
IFRS 4 requires contracts written by insurers to be classified as either ‘insurance contracts’ or ‘investment contracts’ depending 
on the level of insurance risk transferred. Insurance risk is risk, other than financial risk, transferred from the contract holder to 
the contract issuer. If significant insurance risk is transferred by the contract then it is classified as an insurance contract. Contracts
that transfer financial risk but not significant insurance risk are termed investment contracts. Furthermore, some contracts, both
insurance and investment, contain discretionary participating features representing the contractual right to receive additional
benefits as a supplement to guaranteed benefits: 

that are likely to be a significant portion of the total contract benefits;

a
b whose amount or timing is contractually at the discretion of the insurer; and
c

that are contractually based on asset or fund performance, as discussed in IFRS 4.

Accordingly, insurers must perform a product classification exercise across their portfolio of contracts issued to determine the
allocation to these various categories. IFRS 4 permits the continued usage of previously applied GAAP for insurance contracts 
and investment contracts with discretionary participating features. Except for UK regulated with-profits funds, as described
subsequently, this basis has been applied by the Group. 

For investment contracts that do not contain discretionary participating features, IAS 39 and, where the contract includes 
an investment management element, IAS 18, apply measurement principles to assets and liabilities attaching to the contract.

Valuation assumptions
i Contracts of with-profits funds
The Group’s insurance contracts and investment contracts with discretionary participating features are primarily with-profits 
and other protection type policies. For UK regulated with-profits funds, the contract liabilities are valued by reference to the 
UK Financial Services Authority’s (FSA) realistic basis. In aggregate, this basis has the effect of placing a value on the liabilities 
of UK with-profits contracts, which reflects the amounts expected to be paid based on the current value of investments held by
the with-profits funds and current circumstances. 

The basis of determining liabilities for the Group’s with-profits business has little or no effect on the results attributable to
shareholders. This is because movements on liabilities of the with-profits funds are absorbed by the unallocated surplus. Except
through indirect effects, or in remote circumstances as described below, changes to liability assumptions are therefore reflected
in the carrying value of the unallocated surplus, which is accounted for as a liability rather than shareholders’ equity.

A detailed explanation of the basis of liability measurement is contained in note D2(g)(ii).
The Group’s other with-profits contracts are written in with-profits funds that operate in some of the Group’s Asian

operations. The liabilities for these contracts and those of Prudential Annuities Limited, which is a subsidiary company of the PAC
with-profits funds, are determined differently. For these contracts the liabilities are estimated using actuarial methods based on
assumptions relating to premiums, interest rates, investment returns, expenses, mortality and surrenders. The assumptions to
which the estimation of these reserves is particularly sensitive are the interest rate used to discount the provision and the assumed
future mortality experience of policyholders. 

For liabilities determined using the basis described above for UK regulated with-profits funds, and the other liabilities
described in the preceding paragraph, changes in estimates arising from the likely range of possible changes in underlying key
assumptions have no direct impact on the reported profit.

This lack of sensitivity reflects the with-profits fund structure, basis of distribution, and the application of previous GAAP to
the unallocated surplus of with-profits funds as permitted by IFRS 4. Changes in liabilities of these contracts that are caused by
altered estimates are absorbed by the unallocated surplus of the with-profits funds with no direct effect on shareholders’ equity.
The Company’s obligations and more detail on such circumstances are described in note H14.

ii Other contracts
Contracts, other than those of with-profits funds, are written in shareholder-backed operations of the Group. The significant
shareholder-backed product groupings and the factors that may significantly affect IFRS results due to experience against
assumptions or changes of assumptions vary significantly between business units. For some types of business the effect of
changes in assumptions may be significant, whilst for others, due to the nature of the product, assumption setting may be 
of less significance. The nature of the products and the significance of assumptions are discussed in notes D2, D3 and D4. 
From the perspective of shareholder results the key sensitivities relate to assumptions for allowance for credit risk for UK 
annuity business and assumed future investment returns for the Taiwan life operation.

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Notes on the Group financial statements
A: Background and accounting policies
continued

A3: Critical accounting policies, estimates and judgements continued

Jackson
Jackson offers individual fixed annuities, fixed index annuities, immediate annuities, variable annuities, individual and variable 
life insurance and institutional products. With the exception of institutional products and an incidental amount of business for
annuity certain contracts, which are accounted for as investment contracts under IAS 39, all of Jackson’s contracts are accounted
for under IFRS 4 as insurance contracts by applying US GAAP, the previous GAAP used before IFRS adoption. Under US GAAP
the requirements of SFAS 60 ‘Accounting and Reporting for Insurance Enterprises’ and SFAS 97 ‘Accounting and Reporting by
Insurance Enterprises for certain Long-Duration Contracts and for Realized Gains and Losses from the Sale of Investments’ apply
to these contracts. The accounting requirements under these standards and the effect of changes in valuation assumptions are
considered below for fixed annuity, variable annuity and traditional life insurance contracts.

Fixed annuity contracts, which are investment contracts under US GAAP terminology, are accounted for by applying in 
the first instance a retrospective deposit method to determine the liability for policyholder benefits. This is then augmented 
by potentially three additional amounts, namely deferred income, any amounts previously assessed against policyholders 
that are refundable on termination of the contract, and any premium deficiency, i.e., any probable future loss on the contract.
These types of contract contain considerable interest rate guarantee features. Notwithstanding the accompanying market risk
exposure, except in the circumstances of interest rate scenarios where the guarantee rates included in contract terms are higher
than crediting rates that can be supported from assets held to cover liabilities, the accounting measurement of Jackson’s fixed
annuity products is not generally sensitive to interest rate risk. This position derives from the nature of the products and the US
GAAP basis of measurement. 

Variable annuity contracts written by Jackson may provide for guaranteed minimum death, income, or withdrawal benefit
features. In general terms, liabilities for these benefits are accounted for under US GAAP by using estimates of future benefits 
and fees under best estimate assumptions. For variable annuity business the key assumption is the expected long-term level of
equity market returns, which for 2008 and 2007 was 8.4 per cent per annum (net of fund management fees) determined using 
a mean reversion methodology. This rate reflects a long-term assumption applied from year to year that is appropriate in the
context of ‘grandfathered’ US GAAP under IFRS 4 for accounting for Jackson’s insurance assets and liabilities. Under the mean
reversion methodology, projected returns over the next five years are flexed (subject to capping) so that, combined with the
actual rates of return for the current and the previous two years the 8.4 per cent rate is maintained. The projected rates of return
are capped at no more than 15 per cent for each of the next five years. Further details are explained in note D3(i).

These returns affect the level of future expected profits through their effects on the fee income with consequential impact 
on the amortisation of deferred acquisition costs as described below and the required level of provision for guaranteed minimum
death benefit claims. 

For traditional life insurance contracts, provisions for future policy benefits are determined under SFAS 60 using the net level

premium method and assumptions as of the issue date as to mortality, interest, policy lapses and expenses plus provisions for
adverse deviation.

Except to the extent of mortality experience, which primarily affects profits through variations in claim payments and the

guaranteed minimum death benefit reserves, the profits of Jackson are relatively insensitive to changes in insurance risk. 

Asian operations
The insurance products written in the Group’s Asian operations principally cover with-profits business, unit-linked business, 
and other non-participating business. The results of with-profits business are relatively insensitive to changes in estimates 
and assumptions that affect the measurement of policyholder liabilities. As for the UK business, this feature arises because
unallocated surplus is accounted for by the Group as a liability. The results of Asian unit-linked business are also relatively
insensitive to changes in estimates or assumptions. 

The principal non-participating business in the Group’s Asian operations, for which changes in estimates and assumptions 
are important from year to year, is the traditional whole-life business written in Taiwan. The premiums for the in-force business 
for these contracts have been set by the regulator at different points for the industry as a whole. Premium rates were set to give 
a guaranteed minimum sum assured on death and a guaranteed surrender value on early surrender based on prevailing interest
rates at the time of policy issue. Premium rates also included an allowance for mortality and expenses. The required rates of
guarantee have fallen over time as interest rates have reduced from a high of eight per cent to current levels of around 1.4 per
cent. The current low bond rates in Taiwan gives rise to a negative spread against the majority of these policies. The current cash
costs of funding in-force negative spread in Taiwan is around £50 million a year.

The profits attaching to these contracts are particularly affected by the rates of return earned, and estimated to be earned on,

the assets held to cover liabilities and on future investment income and contract cash flows. Under IFRS, the insurance contract
liabilities of the Taiwan business are determined on the US GAAP basis as applied previously under UK GAAP. Under this basis
the policy liabilities are calculated on sets of assumptions, which are locked-in at the point of policy inception, and a deferred
acquisition cost asset is held in the balance sheet.

The adequacy of the insurance contract liabilities is tested by reference to best estimates of expected investment returns 
on policy cash flows and reinvested income. The assumed earned rates are used to discount the future cash flows. The assumed
earned rates consist of a long-term best estimate determined by consideration of long-term market conditions, and rates assumed

142 Prudential plc Annual Report 2008

to be earned in the trending period. In determining the long-term estimate, external advice of expert macroeconomic consultants
has been obtained. At 31 December 2008 it has been assumed that the longer-term bond rate of 5.5 per cent will be attained by
31 December 2018 (2007: 5.5 per cent by 31 December 2013).

The liability adequacy test results are sensitive to the attainment of the trended rates during the trending period and the level

of the projected long-term rate.

Details of this sensitivity are shown in note D4(j)(iii).

Deferred acquisition costs
Significant costs are incurred in connection with acquiring new insurance business. Except for acquisition costs of with-profits
contracts of the UK regulated with-profits funds, which are accounted for under the realistic FSA regime as described in note 
A4, these costs, which vary with, and are primarily related to, the production of new business, are capitalised and amortised
against margins in future revenues on the related insurance policies. The recoverability of the asset is measured and the asset is
deemed impaired if the projected future margins are less than the carrying value of the asset. To the extent that the future margins
differ from those anticipated, then an adjustment to the carrying value of the deferred acquisition cost asset will be necessary.
The deferral and amortisation of acquisition costs is of most relevance to the Group’s results for shareholder-financed 
long-term business of Jackson and Asian operations. The majority of the UK shareholder-backed operations is for individual 
and group annuity business where the incidence of acquisition costs is negligible. 

Jackson
For term business, acquisition costs are deferred and amortised in line with expected premiums. For annuity business, acquisition
costs are deferred and amortised in line with expected gross profits on the relevant contracts. For interest-sensitive business, the
key assumption is the long-term spread between the earned rate and the rate credited to policyholders, which is based on the
annual spread analysis. In addition, expected gross profits depend on mortality assumptions, assumed unit costs and terminations
other than deaths (including the related charges), all of which are based on a combination of actual experience of the Jackson
companies, industry experience and future expectations. A detailed analysis of actual experience is measured by internally
developed mortality studies. 

For variable annuity business, the key assumption is the expected long-term level of equity market returns as described above.
The level of acquisition costs carried in the balance sheet is also sensitive to unrealised valuation movements on debt

securities held to back the liabilities and solvency capital. Further details are explained in notes D3(i) and H1.

Asian operations
The key shareholder-backed Asian operation is the Taiwan life business. 

In 2008, a number of changes have been made to the basis of estimating the level of deferred acquisition costs, as described

in note D4(i)(b). 

The carrying value of the deferred acquisition costs of the Taiwan operation are potentially sensitive to changes in current

assumed future interest rates as described above. 

Pensions
The Group applies the requirements of IAS 19, ‘Employee benefits’, to its defined benefit pension schemes. Due to the inclusion
of actuarial gains and losses in the income statement rather than being recognised directly in equity, the results of the Group are
affected by changes in interest rates for corporate bonds that affect the rate applied to discount projected pension payments and
changes in mortality assumptions. 

The economic participation in the surplus or deficits attaching to the main Prudential Staff Pension Scheme (PSPS) and the 
smaller Scottish Amicable Pensions Scheme (SAPS) are shared between the PAC with-profits sub-fund (WPSF) and shareholder
operations. The economic interest reflects the source of contributions over the scheme life, which in turn reflects the activity of
the members during their employment. 

In the case of PSPS, movements in the apportionment of the surplus or deficit for PSPS between the WPSF and shareholders’

funds in 2008 reflect the 70/30 ratio applied to the base deficit position as at 31 December 2005 but with service cost and
contributions for ongoing service apportioned by reference to the cost allocation for activity of current employees. For SAPS the
ratio is estimated to be 50/50 between the WPSF and shareholders’ funds.

On 1 January 2008, the Group adopted IFRIC 14 ‘IAS 19 – The Limit on a Defined Benefit Asset, Minimum Funding
Requirements and their Interaction’. IFRIC 14 provides guidance on the recognition of IAS 19 surpluses in, and funding
obligations for, defined benefit pension schemes. As a result of the adoption of this interpretation, in respect of the position at 
31 December 2008, the Group has not recognised the underlying PSPS pension surplus of £728 million (£615 million net of
deferred tax), reflecting the difference between the market value of the scheme assets and the discounted value of the liabilities,
which would have otherwise been recognised as an asset on its balance sheet under the previous policy. In addition, the Group
has recognised a liability for deficit funding to 5 April 2010 of £65 million (£55 million net of deferred tax) in respect of PSPS. Of
these, the amounts attributable to shareholders are £223 million (£160 million net of deferred tax) for the surplus not recognised
as an asset and £20 million (£15 million net of deferred tax) for the additional liability for deficit funding. In total the impact on
shareholders’ equity at 31 December 2008 is a reduction of £175 million. 

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Notes on the Group financial statements
A: Background and accounting policies
continued

A3: Critical accounting policies, estimates and judgements continued

Deferred tax
Deferred tax assets are recognised to the extent that they are regarded as recoverable, that is to the extent that, on the basis of all
the available evidence, it can be regarded as more likely than not that there will be suitable taxable profits against which the losses
can be relieved. The UK taxation regime applies separate rules to trading and capital profits and losses. The distinction between
temporary differences that arise from items of either a capital or trading nature may affect the recognition of deferred tax assets.
The judgements made, and uncertainties considered, in arriving at deferred tax balances in the financial statements are discussed
in note H4. 

Goodwill
Goodwill impairment testing requires the exercise of judgement by management as to prospective future cash flows. Further
information is disclosed in note H1.

A4: Significant accounting policies

a Financial instruments (other than long-term business contracts classified as financial instruments 
under IFRS 4)
Investment classification
Upon initial recognition, financial investments are measured at fair value. Subsequently, the Group is permitted under IAS 39,
subject to specific criteria, to designate its investments as either financial investments at fair value through profit and loss, financial
investments held on an available-for-sale basis, financial investments held-to-maturity or loans and receivables. The Group holds
financial investments on the following bases:

i Financial assets and liabilities at fair value through profit and loss – this comprises assets and liabilities designated by

management as fair value through profit and loss on inception. These investments are measured at fair value with all changes
thereon being recognised in investment income.

ii Financial investments on an available-for-sale basis – this comprises assets that are designated by management and/or do not fall
into any of the other categories. These investments are carried at fair value. Interest income is recognised on an effective interest
basis in the income statement. Except for foreign exchange gains and losses on debt securities, not in functional currency, 
which are included in the income statement, unrealised gains and losses are recognised in equity. Upon disposal or impairment,
accumulated unrealised gains and losses are transferred from equity to the income statement as realised gains or losses.

iii Loans and receivables – this comprises investments that have fixed or determinable payments and are not designated as fair
value through profit and loss or available-for-sale. These investments include loans collateralised by mortgages, deposits, 
loans to policyholders and other unsecured loans and receivables. These investments are carried at amortised cost using the
effective interest method.

The Group has designated certain financial assets as fair value through profit and loss as these assets are managed and their
performance is evaluated on a fair value basis. These assets represent all of the Group’s financial assets except all loans and
receivables and debt securities held by Jackson. Debt securities held by Jackson are accounted for on an available-for-sale 
basis. The use of the fair value option is consistent with the Group’s risk management and investment strategies.

The Group uses the trade date method to account for regular purchases and sales of financial assets.

Use of fair values
The Group uses current bid prices to value its quoted investments. Actively traded investments without quoted prices are valued
using external broker bid prices. If there is no active established market for an investment, the Group applies an appropriate
valuation technique such as a discounted cash flow technique. Additional details are provided in note G1.

Impairments
The Group assesses at each balance sheet date whether there is objective evidence that a financial asset or group of financial
assets not held at fair value through profit and loss is impaired. A financial asset or group of financial assets is impaired and
impairment losses are incurred only if there is objective evidence of impairment as a result of one or more events that have
occurred after the initial recognition of the asset (a loss event) and that a loss event (or events) has an impact on the estimated
future cash flows of the financial asset or group of financial assets that can be reliably estimated. Objective evidence that a
financial asset or group of financial assets is impaired includes observable data that comes to the attention of the Group. For 
assets designated as available-for-sale, the impairment is measured as the difference between the amortised cost of the asset 
and its fair value which is removed from the available-for-sale reserve within equity and recognised in the income statement.
For loans and receivables carried at amortised cost, the impairment amount is the difference between amortised cost and 

the present value of the expected cash flows discounted at the original effective interest rate.

144 Prudential plc Annual Report 2008

If, in subsequent periods, an impaired debt security held on an available-for-sale basis or an impaired loan or receivable recovers
in value (in part or in full), and this recovery can be objectively related to an event occurring after the impairment, then the
previously recognised impairment loss is reversed through the income statement (in part or in full).

Derivatives and hedge accounting
Derivative financial instruments are used to reduce or manage investment, interest rate and currency exposures, to facilitate
efficient portfolio management and for investment purposes. The Group’s policy is that amounts at risk through derivative
transactions are covered by cash or by corresponding assets.

The Group may designate certain derivatives as hedges. This includes fair value hedges, cash flow hedges and hedges 
of net investments in foreign operations. If the criteria for hedge accounting are met then the following accounting treatments 
are applied from the date at which the designation is made and the accompanying requisite documentation is in place:

i Hedges of net investments in foreign operations – the effective portion of any change in fair value of derivatives or other

financial instruments designated as net investment hedges are recognised in equity. The ineffective portion of changes in 
the fair value of the hedging instrument is recorded in the income statement. The gain or loss on the hedging instrument
recognised directly in equity is recognised in the income statement on disposal of the foreign operation.

ii Fair value hedges – movements in the fair value of the hedged item attributable to the hedged risk are recognised in the

income statement.

iii Cash flow hedges – the effective portion of changes in the fair value of derivatives designated as cash flow hedges is
recognised in equity. Movements in fair value relating to the ineffective portion are booked in the income statement. 
Amounts recognised directly in equity are recorded in the income statement in the periods in which the hedged item 
affects profit or loss.

All derivatives that do not meet the relevant hedging criteria are carried at fair value with movements in fair value being recorded
in the income statement.

The primary areas of the Group’s continuing operations where derivative instruments are held are the UK with-profits funds

and annuity business, and Jackson.

For the Group’s continuing operations, hedge accounting under IAS 39 is not usually applied. The exceptions, where hedge

accounting has been applied in 2008 and 2007, are summarised in note G3.

For UK with-profits funds the derivative programme is undertaken as part of the efficient management of the portfolio as a
whole. As noted in section D2 value movements on the with-profits funds investments are reflected in changes in asset-share
liabilities to policyholders or the liability for unallocated surplus. Shareholders’ profit or equity is not affected directly by value
movements on the derivatives held.

For UK annuity business the derivatives are held as part of the overall matching of asset returns and duration to match, as 
far as practical, with liabilities to policyholders. The carrying value of these liabilities is sensitive to the return on the matching
financial assets including derivatives held. Except for the extent of minor mismatching, value movements on derivatives held 
for this purpose do not affect shareholders’ profit or equity.

For Jackson an extensive derivative programme is maintained. Value movements on the derivatives held can be very

significant in their effect on shareholder results. The Group has chosen generally not to seek to construct the Jackson derivative
programme so as to facilitate hedge accounting where theoretically possible, under IAS 39. Further details on this aspect of the
Group’s financial reporting are described in note A3.

Embedded derivatives
Embedded derivatives are held by various Group companies including Jackson. They are embedded within other non-derivative
host financial instruments to create hybrid instruments. Where economic characteristics and risks of the embedded derivatives
are not closely related to the economic characteristics and risks of the host instrument, and where the hybrid instrument is not
measured at fair value with the changes in fair value recognised in the income statement, the embedded derivative is bifurcated
and carried at fair value as a derivative in accordance with IAS 39.

In Jackson, for 2008 and subsequently, the embedded derivative liabilities for Guaranteed Minimum Withdrawal Benefit
(GMWB), Guaranteed Minimum Income Benefit (GMIB) reinsurance, and Fixed Index Annuity business are valued by reference
to AA corporate bond rates. Previously, the liabilities had been measured by reference to swap rates. The reason for the change 
is the anomalous swap curves applying in the current dislocated credit markets. Further details are provided in note D3 (g). 

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Securities lending including repurchase agreements
The Group is party to various securities lending agreements under which securities are loaned to third-parties on a short-term
basis. The loaned securities are not derecognised; rather, they continue to be recognised within the appropriate investment
classification. The Group’s policy is that collateral in excess of 100 per cent of the fair value of securities loaned is required 
from all securities borrowers and typically consists of cash, debt securities, equity securities or letters of credit.

A

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Notes on the Group financial statements
A: Background and accounting policies
continued

A4: Significant accounting policies continued

In cases where the Group takes possession of the collateral under its securities lending programme, the collateral, and
corresponding obligation to return such collateral, are recognised in the consolidated balance sheet. To further minimise 
credit risk, the financial condition of counterparties is monitored on a regular basis.

Derecognition of financial assets and liabilities
The Group’s policy is to derecognise financial assets when it is deemed that substantially all the risks and rewards of ownership
have been transferred. The Group also derecognises a financial asset when the contractual rights to the cash flows from the
financial asset expire. Where the Group neither transfers nor retains substantially all the risks and rewards of ownership, the
Group will derecognise the financial asset where it is deemed that the Group has not retained control of the financial asset.

Where the transfer does not result in the Group transferring the right to receive the cash flows of the financial assets, but 
does result in the Group assuming a corresponding obligation to pay the cash flows to another recipient, the financial assets 
are also accordingly derecognised providing all of the following conditions are met:

• The Group has no obligation to pay amounts to the eventual recipients unless it collects the equivalent amounts from the

original asset;

• the Group is prohibited by the terms of the transfer contract from selling or pledging the original asset; and
• the Group has an obligation to remit any cash flows it collects on behalf of the eventual recipients without material delay.

The Group derecognises financial liabilities only when the obligation specified in the contract is discharged, cancelled or 
has expired.

Borrowings
Although initially recognised at fair value, net of transaction costs, borrowings, excluding liabilities of consolidated collateralised
debt obligations, are subsequently accounted for on an amortised cost basis using the effective interest method. Under the
effective interest method, the difference between the redemption value of the borrowing and the initial proceeds (net of related
issue costs) is amortised through the income statement to the date of maturity.

Financial liabilities designated at fair value through profit and loss
Consistent with the Group’s risk management and investment strategy and the nature of the products concerned, the Group 
has designated under IAS 39 classification certain financial liabilities at fair value through profit and loss as these instruments 
are managed and their performance evaluated on a fair value basis. These instruments include liabilities related to consolidated
collateralised debt obligations and net assets attributable to unit holders of consolidated unit trusts and similar funds. 

b Long-term business contracts
Income statement treatment
Premiums and claims
Premium and annuity considerations for conventional with-profits policies and other protection type insurance policies are
recognised when due. Premiums and annuity considerations for linked policies, unitised with-profits and other investment 
type policies are recognised when received or, in the case of unitised or unit-linked policies, when units are issued. These
amounts exclude any taxes or duties assessed based on premiums.

Policy fees charged on linked and unitised with-profits policies for mortality, asset management and policy administration 

are recognised as revenue when related services are provided.

Claims paid include maturities, annuities, surrenders and deaths. Maturity claims are recorded on the policy maturity date.
Annuity claims are recorded when the annuity becomes due for payment. Surrenders are recorded when paid and death claims
are recorded when notified.

For investment contracts which do not contain discretionary participating features, the accounting reflects the deposit nature

of the arrangement, with premiums and claims reflected as deposits and withdrawals and taken directly to the balance sheet.

Acquisition costs
Costs of acquiring new insurance business, principally commissions, marketing and advertising costs and certain other costs
associated with policy issuance and underwriting that are not reimbursed by policy charges, are specifically identified and
capitalised as part of deferred acquisition costs (DAC), which are included as an asset in the balance sheet. The DAC asset in
respect of insurance contracts is amortised against margins in future revenues on the related insurance policies, to the extent that
the amounts are recoverable out of the margins. Recoverability of the unamortised DAC asset is assessed at the time of policy
issue and reviewed if profit margins have declined.

Under IFRS, investment contracts (excluding those with discretionary participation features) are required to be accounted 

for as financial liabilities in accordance with IAS 39 and, where relevant, the provisions of IAS 18 in respect of the attaching

146 Prudential plc Annual Report 2008

investment management features of the contracts. The Group’s investment contracts primarily comprise certain unit-linked
savings contracts in the UK and Asia and contracts with fixed and guaranteed terms in the US (such as guaranteed investment
contracts and annuity-certains).

Incremental, directly attributable acquisition costs relating to the investment management element of these contracts are
capitalised and amortised in line with the related revenue. If the contracts involve up-front charges, this income is also deferred
and amortised through the income statement in line with contractual service provision.

UK regulated with-profits funds
Prudential’s long-term business written in the UK comprises predominantly life insurance policies under which the policyholders
are entitled to participate in the returns of the funds supporting these policies. Business similar to this type is also written in certain
of the Group’s Asian operations subject to local market and regulatory conditions. Such policies are called with-profits policies.
Prudential maintains with-profits funds within the Group’s long-term business funds, which segregate the assets and liabilities
and accumulate the returns related to that with-profits business. The amounts accumulated in these with-profits funds are
available to provide for future policyholder benefit provisions and for bonuses to be distributed to with-profits policyholders. 
The bonuses, both annual and final, reflect the right of the with-profits policyholders to participate in the financial performance 
of the with-profits funds. Shareholders’ profits with respect to bonuses declared on with-profits business correspond to the
shareholders’ share of the cost of bonuses as declared by the board of directors. The shareholders’ share currently represents
one-ninth of the cost of bonuses declared for with-profits policies.

Annual bonuses are declared and credited each year to with-profits policies. The annual bonuses increase policy benefits 
and, once credited, become guaranteed. Annual bonuses are charged to the profit and loss account in the year declared. Final
bonuses are declared each year and accrued for all policies scheduled to mature and for death benefits expected to be paid
during the next financial year. Final bonuses are not guaranteed and are only paid on policies that result from claims through the
death of the policyholder or maturity of the policy within the period of declaration or by concession on surrender. No policyholder
benefit provisions are recorded for future annual or final bonus declarations.

The policyholders’ liabilities of the regulated with-profits funds are accounted for under FRS 27. FRS 27 is underpinned by 

the FSA’s Peak 2 basis of reporting. This Peak 2 basis requires the value of liabilities to be calculated as:

• A with-profits benefits reserve (WPBR); plus
• future policy related liabilities (FPRL); plus
• the realistic current liabilities of the fund.

The WPBR is primarily based on the retrospective calculation of accumulated asset shares but is adjusted to reflect future
policyholder benefits and other outgoings. 

The FPRL must include a market consistent valuation of costs of guarantees, options and smoothing, less any related charges,

and this amount is determined using either a stochastic approach, hedging costs or a series of deterministic projections with
attributed probabilities. 

The assumptions used in the stochastic models are calibrated to produce risk-free returns on each asset class. Volatilities of,

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and correlations between, investment returns from different asset classes are as determined by the Group’s Portfolio
Management Group but are also market consistent.

The cost of guarantees, options and smoothing is very sensitive to the bonus, market value reduction (MVR) and investment
policies the Group employs and therefore the stochastic modelling incorporates a range of management actions that would help
to protect the fund in adverse scenarios. Substantial flexibility has been included in the modelled management actions in order 
to reflect the discretion that the Group retains in adverse investment conditions, thereby avoiding the creation of unreasonable
minimum capital requirements. The management actions assumed are consistent with management’s policy for with-profits funds
and the disclosures made in the publicly available Principles and Practices of Financial Management.

Under FRS 27 for the UK with-profits funds: 

• No deferred acquisition costs and related deferred tax are recognised; and
• adjusted realistic basis liabilities instead of MSB liabilities are recognised.

Adjusted realistic basis liabilities represent the Peak 2 basis realistic liabilities for with-profits business included in Form 19 of 
the FSA regulatory returns, but after excluding the element for the shareholders’ share of the future bonuses. This latter item 
is recognised as a liability for the purposes of regulatory returns but, for accounting purposes under FRS 27, consistent with the
current basis of financial reporting, shareholder transfers are recognised only on declaration.

A

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Notes on the Group financial statements
A: Background and accounting policies
continued

A4: Significant accounting policies continued

Unallocated surplus
The unallocated surplus represents the excess of assets over policyholder liabilities for the Group’s with-profits funds. As allowed
under IFRS 4, the Group has opted to continue to record unallocated surplus of with-profits funds wholly as a liability. The annual
excess (shortfall) of income over expenditure of the with-profits funds, after declaration and attribution of the cost of bonuses to
policyholders and shareholders, is transferred to (from) the unallocated surplus each year through a charge (credit) to the income
statement. The balance retained in the unallocated surplus represents cumulative income arising on the with-profits business that
has not been allocated to policyholders or shareholders. The balance of the unallocated surplus is determined after full provision
for deferred tax on unrealised appreciation on investments.

Other insurance contracts (i.e. contracts which contain significant insurance risk as defined under IFRS 4)
For these contracts UK GAAP has been applied, which reflects the MSB. Under this basis the following approach applies:

Other UK insurance contracts
Other UK insurance contracts that contain significant insurance risk include unit-linked, annuity and other non-profit business.
For the purposes of local regulations, segregated accounts are established for linked business for which policyholder benefits 
are wholly or partly determined by reference to specific investments or to an investment-related index. The interest rates used in
establishing policyholder benefit provisions for pension annuities in the course of payment are adjusted each year. Mortality rates
used in establishing policyholder benefit provisions were based on published mortality tables adjusted to reflect actual experience.

Overseas subsidiaries
The assets and liabilities of insurance contracts of overseas subsidiaries are determined initially using local GAAP bases of
accounting with subsequent adjustments where necessary to comply with the Group’s accounting policies.

Jackson
The future policyholder benefit provisions for Jackson’s conventional protection-type policies are determined using the net 
level premium method under US GAAP principles and assumptions as of the issue date as to mortality, interest, policy lapses 
and expenses plus provisions for adverse deviations. For non-conventional protection-type policies, the policyholder benefit
provision included within policyholder liabilities in the consolidated balance sheet is the policyholder account balance.

For the business of Jackson, the determination of the expected emergence of margins, against which the amortisation profile
of the DAC asset is established, is dependent on certain key assumptions. For single premium deferred annuity business, the key
assumption is the expected long-term spread between the earned rate and the rate credited to policyholders. For variable annuity
business, the key assumption is the expected long-term level of equity market returns which, for 2008 and 2007, was 8.4 per cent
per annum implemented using a mean reversion methodology. These returns affect the level of future expected profits through
their effects on fee income and the required level of provision for guaranteed minimum death benefit claims.

Jackson accounts for the majority of its investment portfolio on an available-for-sale basis (see investment policies above)

whereby unrealised gains and losses are recognised directly in equity. As permitted by IFRS 4, Jackson has used shadow
accounting. Under shadow accounting, to the extent that recognition of unrealised gains or losses on available-for-sale securities
causes adjustments to the carrying value and amortisation patterns of DAC and deferred income, these adjustments are
recognised directly in equity to be consistent with the treatment of the gains or losses on the securities.

Asian operations
Except for the operations in Taiwan, Vietnam and Japan, the future policyholder benefit provisions for Asian businesses are
determined in accordance with methods prescribed by local GAAP adjusted to comply, where necessary, with UK GAAP. For 
the Hong Kong business, which is a branch of the PAC, and the Singapore and Malaysian operations the valuation principles 
and sensitivities to changes of assumptions of conventional with-profits and other protection-type policies are similar to those
described above for equivalent products written by the UK operations.

For the operations in Taiwan, Vietnam and Japan, countries where local GAAP is not appropriate in the context of the
previously applied MSB, accounting for insurance contracts is based on US GAAP. For these three operations the business 
written is primarily non-participating and linked business. The future policyholder benefit provisions for non-linked business are
determined using the net level premium method, with an allowance for surrenders, maintenance and claim expenses. Rates of
interest used in establishing the policyholder benefit provisions vary by operation depending on the circumstances attaching to
each block of business. Where appropriate, liabilities for participating business for these three operations include provisions for
the policyholders’ interest in realised investment gains and other surpluses that have yet to be declared as bonuses.

Although the basis of valuation of Prudential’s overseas operations is in accordance with the requirements of the Companies
Act 1985 and ABI SORP, the valuation of policyholder benefit provisions for these businesses may differ from that determined on
a UK MSB for UK operations with the same features.

148 Prudential plc Annual Report 2008

Liability adequacy
The Group performs liability adequacy testing on its insurance provisions to ensure that the carrying amounts of provisions 
(less related DAC and present value of in-force business – see policy on business acquisitions and disposals) is sufficient to 
cover current estimates of future cash flows. When performing the liability adequacy test, the Group discounts all contractual
cash flows and compares this amount to the carrying value of the liability. Any deficiency is immediately charged to the 
income statement.

Reinsurance
In the normal course of business, the Group seeks to reduce loss exposure by reinsuring certain levels of risk in various areas 
of exposure with other insurance companies or reinsurers. An asset or liability is recognised in the consolidated balance sheet
representing premiums due to or payments due from reinsurers and the share of benefits and claims recoverable from reinsurers.
The measurement of reinsurance assets is consistent with the measurement of the underlying direct insurance contracts.

Gains arising on the purchase of reinsurance contracts by Jackson are deferred and amortised over the contract duration. 

Any loss is recognised in the income statement immediately.

Investment contracts (contracts which do not contain significant insurance risk as defined under IFRS 4)
For investment contracts with discretionary participation features, the accounting basis is consistent with the accounting for
similar with-profits insurance contracts. Other investment contracts are accounted for on a basis that reflects the hybrid nature 
of the arrangements whereby part is accounted for as a financial instrument under IAS 39 and the investment management
service component is accounted for under IAS 18.

For those investment contracts in the US with fixed and guaranteed terms, the Group uses the amortised cost model to
measure the liability. On contract inception, the liability is measured at fair value less incremental, directly attributable acquisition
costs. Remeasurement at future reporting dates is on an amortised cost basis utilising an effective interest rate methodology
whereby the interest rate utilised discounts to the net carrying amount of the financial liability.

Those investment contracts without fixed and guaranteed terms are designated at fair value through profit and loss. Fair value
is based upon the fair value of the underlying assets of the fund. Where the contract includes a surrender option its carrying value
is subject to a minimum carrying value equal to its surrender value.

c Other assets, liabilities, income and expenditure
Basis of consolidation
The Group consolidates those entities it is deemed to control. The degree of control is determined by the ability of the Group to
govern the financial and operating policies of an entity in order to obtain benefits. Consideration is given to other factors such as
potential voting rights.

The Group has consolidated some special purpose entities (SPEs), such as funds holding collateralised debt obligations
(CDOs), where equity investors do not have the characteristics of a controlling financial interest or do not have sufficient equity 
at risk for the entity to finance its activities without additional subordinated financial support from other parties. These SPEs are
consolidated because the Group is deemed to control them under IFRS.

The Group holds investments in internally and externally managed open-ended investment companies (OEICs) and unit
trusts. The Group’s percentage ownership levels in these entities can fluctuate from day to day according to changes in the
Group’s and third-party participation in the funds. In instances where the Group’s ownership of internally managed funds
declines marginally below 50 per cent and, based on historical analysis and future expectations the decline in ownership is
expected to be temporary, the funds continue to be consolidated as subsidiaries under IAS 27.

Where the Group exercises significant influence or has the power to exercise significant influence over an entity, generally
through ownership of 20 per cent or more of the entity’s voting rights, but does not control the entity, then this is considered to be
an investment in an associate. With the exception of those referred to below, the Group’s investments in associates are recorded
at the Group’s share of the associates’ net assets. The carrying value of investments in associates is adjusted each year for the
Group’s share of the entities’ profit or loss. This does not apply to investments in associates held by the Group’s insurance or
investment funds including the venture capital business or mutual funds and unit trusts, which are carried at fair value through
profit and loss.

The Group’s investments in joint ventures are recognised using proportional consolidation whereby the Group’s share of an

entity’s individual balances are combined line-by-line with similar items into the Group financial statements.

Other interests in entities, where significant influence is not exercised, are carried as investments at fair value through profit

and loss.

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The consolidated financial statements of the Group include the assets, liabilities and results of the Company and subsidiary
undertakings in which Prudential has a controlling interest, using accounts drawn up to 31 December 2008 except where entities
have non-coterminous year ends. In such cases, the information consolidated is based on the accounting period of these entities
and is adjusted for material changes up to 31 December. Accordingly, the information consolidated is deemed to cover the same
period for all entities throughout the Group. The results of subsidiaries are included in the financial statements from the date
acquired to the effective date of disposal. All inter-company transactions are eliminated on consolidation. Results of asset
management activities include those for managing internal funds.

A

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Notes on the Group financial statements
A: Background and accounting policies
continued

A4: Significant accounting policies continued

Investment properties
Investments in leasehold and freehold properties not for occupation by the Group are carried at fair value, with changes in fair
value included in the income statement. Properties are valued annually either by the Group’s qualified surveyors or professional
external valuers using the Royal Institution of Chartered Surveyors (RICS) guidelines. The RICS guidelines apply separate
assumptions to the value of the land, buildings and tenancy associated with each property. Each property is externally valued at
least once every three years. The cost of additions and renovations is capitalised and considered when estimating fair value. Fair
value is based on active market prices, adjusted, if necessary, for any difference in the nature, location or condition of the specific
property. If this information is not available, the Group uses alternative valuation methods such as discounted cash flow
projections or recent prices in less active markets.

Leases of investment property where the Group has substantially all the risks and rewards of ownership are classified as
finance leases (leasehold property). Finance leases are capitalised at the lease’s inception at the lower of the fair value of the
leased property and the present value of the minimum lease payments. Where a lease has a contingent rent element, the rent 
is calculated in accordance with individual lease terms and charged as an expense as incurred.

Pension schemes
The Group operates a number of pension schemes around the world. The largest of these schemes is the PSPS, a defined 
benefit scheme. The Group also operates defined contribution schemes. Defined contribution schemes are schemes where the
Company pays contributions into a fund and the Company has no legal or constructive obligation to pay further contributions
should the assets of that fund be insufficient to pay the employee benefits relating to employee service in both current and prior
periods. Defined benefit schemes are post-employment benefit plans that are not defined contribution schemes.

For the Group’s defined benefit schemes, if the present value of the defined benefit obligation exceeds the fair value of 
the scheme assets, then a liability is recorded in the Group’s balance sheet. By contrast, if the fair value of the assets exceeds 
the present value of the defined benefit obligation then the surplus will only be recognised if the nature of the arrangements 
under the Trust deed, and funding arrangements between the Trustee and the Company support the availability of refunds or
recoverability through agreed reductions in future contributions. In addition, if there is a constructive obligation for the Company
to pay deficit funding, this is also recognised.

The Group utilises the projected unit credit method to calculate the defined benefit obligation. Estimated future cash 
flows are then discounted at a high-quality corporate bond rate, adjusted to allow for the difference in duration between the 
bond index and the pension liabilities where appropriate, to determine its present value. These calculations are performed 
by independent actuaries.

The plan assets of the Group’s pension schemes exclude several insurance contracts that have been issued by the Group.
These assets are excluded from plan assets in determining the pension obligation recognised in the consolidated balance sheet.
The aggregate of the actuarially determined service costs of the currently employed personnel and the unwind of discount 
on liabilities at the start of the period, less the expected investment return on scheme assets at the start of the period, is charged
to the income statement. Actuarial gains and losses as a result of changes in assumptions or experience variances are also charged
or credited to the income statement.

Contributions to the Group’s defined contribution schemes are expensed when due. Once paid, the Group has no further

payment obligations. Any prepayments are reflected as an asset on the balance sheet.

Share-based payments
The Group offers share award and option plans for certain key employees and a Save As You Earn (SAYE) plan for all UK and
certain overseas employees. The arrangements for distribution to employees of shares held in trust relating to share award plans
and for entitlement to dividends depend upon the particular terms of each plan. Shares held in trust relating to these plans are
conditionally gifted to employees.

The compensation expense charged to the income statement is primarily based upon the fair value of the options granted, the

vesting period and the vesting conditions. The Group revises its estimate of the number of options likely to be exercised at each
balance sheet date and adjusts the charge to the income statement accordingly. Where the share-based payment depends upon
vesting outcomes attaching to market-based performance conditions, additional modelling is performed to estimate the fair value
of the awards. No subsequent adjustment is then made to the fair value charge for awards that do not vest on account of these
performance conditions not being met.

The Company has established trusts to facilitate the delivery of Prudential plc shares under employee incentive plans and
savings-related share option schemes. None of the trusts that hold shares for employee incentive and savings plans continue to
hold these shares once they are issued to employees. The cost to the Company of acquiring these treasury shares held in trusts is
shown as a deduction from shareholders’ equity.

150 Prudential plc Annual Report 2008

Tax
The Group’s UK subsidiaries each file separate tax returns. Jackson and other foreign subsidiaries, where permitted, file
consolidated income tax returns. In accordance with UK tax legislation, where one domestic UK company is a 75 per cent
owned subsidiary of another UK company or both are 75 per cent owned subsidiaries of a common parent, the companies are
considered to be within the same UK tax group. For companies within the same tax group, trading profits and losses arising 
in the same accounting period may be offset for purposes of determining current and deferred taxes.

Current tax expense is charged or credited to operations based upon amounts estimated to be payable or recoverable as a
result of taxable operations for the current year. To the extent that losses of an individual UK company are not offset in any one
year, they can be carried back for one year or carried forward indefinitely to be offset against profits arising from the same
company.

Deferred taxes are provided under the liability method for all relevant temporary differences, being the difference between

the carrying amount of an asset or liability in the balance sheet and its value for tax purposes. IAS 12, ‘Income Taxes’ does not
require all temporary differences to be provided for, in particular, the Group does not provide for deferred tax on undistributed
earnings of subsidiaries where the Group is able to control the timing of the distribution and the temporary difference created is
not expected to reverse in the foreseeable future. The tax effects of losses available for carry forward are recognised as an asset.
Deferred tax assets are only recognised when it is probable that future taxable profits will be available against which these losses
can be utilised. Deferred tax related to charges or credits taken directly to equity is also credited or charged directly to equity and
is subsequently recognised in the income statement together with the deferred gain or loss.

The tax charge for long-term business includes tax expense on with-profits funds attributable to both the policyholders 
and the shareholders. Different tax rules apply under UK law depending upon whether the business is life insurance or pension
business. Tax on the life insurance business is based on investment returns less expenses attributable to that business. Tax on the
pension business is based on the shareholders’ profits or losses attributable to that business. The shareholders’ portion of the
long-term business is taxed at the shareholders’ rate with the remaining portion taxed at rates applicable to the policyholders.

Basis of presentation of tax charges
Tax charges in the income statement reflect the aggregate of the shareholder tax on the long-term business result and on the
Group’s other results.

Under UK Listing Authority rules, profit before tax is required to be presented. This requirement, coupled with the fact 
that IFRS does not contemplate tax charges which are attributable to policyholders and unallocated surplus of with-profits funds
and unit-linked policies, necessitates the reporting of total tax charges within the presented results. The result before all taxes 
(i.e. ‘profit before tax’ as shown in the income statement) represents income net of post-tax transfers to unallocated surplus of
with-profits funds, before tax attributable to policyholders and unallocated surplus of with-profits funds, unit-linked policies and
shareholders. Separately within the income statement, ‘profit before tax attributable to shareholders’ is shown after deduction 
of taxes attributable to policyholders and unallocated surplus of with-profits funds and unit-linked policies. Tax charges on this
measure of profit reflect the tax charges attributable to shareholders. In determining the tax charges attributable to shareholders,
the Group has applied a methodology consistent with that previously applied under UK GAAP reflecting the broad principles
underlying the tax legislation of life assurance companies.

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Property, plant and equipment
All property, plant and equipment such as owner occupied property, computer equipment and furniture and fixtures, are carried
at depreciated cost. Costs including expenditure directly attributable to the acquisition of the assets are capitalised. Depreciation
is calculated and charged on a straight-line basis over an asset’s estimated useful life. The residual values and useful lives are
reviewed at each balance sheet date. If the carrying amount of an asset is greater than its recoverable amount then its carrying
value is written down to that recoverable amount.

Leasehold improvements to owner occupied property are depreciated over the life of the lease. Assets held under finance

leases are capitalised at their fair value.

Business acquisitions and disposals
Business acquisitions are accounted for by applying the purchase method of accounting, which adjusts the net assets of the
acquired company to fair value at the date of purchase. The excess of the costs of acquisition over the fair value of the assets and
liabilities of the acquired entity is recorded as goodwill. Should the fair value of the identifiable assets and liabilities of the entity
exceed the cost of acquisition then this amount is recognised immediately in the income statement. Income and expenses of
acquired entities are included in the income statement from the date of acquisition. Revenues and expenses of entities sold
during the period are included in the income statement up to the date of disposal. The gain or loss on disposal is calculated 
as the difference between sale proceeds, net of selling costs, less the net assets of the entity at the date of disposal.

For life insurance company acquisitions, the adjusted net assets include an identifiable intangible asset for the present 
value of in-force business which represents the profits that are expected to emerge from the acquired insurance business. 
The present value of in-force business is calculated using best estimate actuarial assumptions for interest, mortality, persistency
and expenses and is amortised over the anticipated lives of the related contracts in the portfolio. An intangible asset may also be
recognised in respect of acquired investment management contracts representing the fair value of contractual rights acquired
under these contracts.

A

151

Notes on the Group financial statements
A: Background and accounting policies
continued

A4: Significant accounting policies continued

The Company uses the economic entity method to purchase minority interests. Under the economic entity method any
difference between consideration and the share of net assets acquired is recorded directly in equity.

Goodwill
Goodwill arising on acquisitions of subsidiaries and businesses is capitalised and carried on the Group balance sheet as an
intangible asset at initial value less any accumulated impairment losses. Goodwill impairment testing is conducted annually and
when there is an indication of impairment. For the purposes of impairment testing, goodwill is allocated to cash generating units.
These cash generating units reflect the smallest group of assets that includes the goodwill and generates cash flows that are
largely independent of the cash inflows from other groups of assets. If the carrying amount of the cash generating unit exceeds 
its recoverable amount then the goodwill is considered impaired. Impairment losses are recognised immediately in the income
statement and may not be reversed in future periods.

Acquired intangible assets
Intangible assets acquired on the purchase of a subsidiary or portfolio of contracts are valued at acquisition and carried at cost 
less amortisation and any accumulated impairment losses. Amortisation calculated is charged on a straight-line basis over the
estimated useful life of the assets. The residual values and useful lives are reviewed at each balance sheet date.

Cash and cash equivalents
Cash and cash equivalents consist of cash at bank and in hand, deposits held at call with banks, treasury bills and other short-term
highly liquid investments with less than 90 days maturity from the date of acquisition.

Rights of offset
Assets and liabilities in the consolidated financial statements are only reported on a net basis when there is a legally enforceable
right to offset and there is an intention to settle on a net basis.

Segments
In accordance with IAS 14, ‘Segment Reporting’ the Group reports its results and certain other financial information by primary
and secondary segments. The Group’s primary segments are its business segments, namely, insurance operations and asset
management. The Group’s secondary segments are its geographical segments, namely, UK, US and Asia.

Shareholders’ dividends
Dividends to shareholders are recognised as a liability in the period in which they are declared. Where scrip dividends are issued,
the value of such shares, measured as the amount of the cash dividend alternative, is credited to reserves and the amount in
excess of the nominal value of the shares issued is transferred from the share premium account to retained earnings.

Share capital
Where there is no obligation to transfer assets, shares are classified as equity. The difference between the proceeds received on
issue of the shares, net of share issue costs, and the nominal value of the shares issued, is credited to share premium. Where the
Company purchases shares for the purposes of employee incentive plans, the consideration paid, net of issue costs, is deducted
from retained earnings. Upon issue or sale any consideration received is credited to retained earnings net of related costs.

Foreign exchange
The Group’s consolidated financial statements are presented in pounds sterling, the Group’s presentation currency. Accordingly,
the results and financial position of foreign subsidiaries must be translated into the presentation currency of the Group from their
functional currencies, i.e. the currency of the primary economic environment in which the entity operates. All assets and liabilities
of foreign subsidiaries are converted at year end exchange rates whilst all income and expenses are converted at average
exchange rates where this is a reasonable approximation of the rates prevailing on transaction dates. The impact of these
currency translations is recorded as a separate component of equity.

Foreign currency borrowings that have been used to provide a hedge against Group equity investments in overseas
subsidiaries are translated at year end exchange rates and movements taken directly to shareholders’ equity. Other foreign
currency monetary items are translated at year end exchange rates with changes recognised in the income statement. 
Foreign currency transactions are translated at the spot rate prevailing at the time.

d Presentation of supplementary analysis of profit before tax attributable to shareholders
The Group provides supplementary analysis of profit before tax attributable to shareholders that distinguishes operating profit
based on longer-term investment returns from other constituent elements of the total profit.

152 Prudential plc Annual Report 2008

Operating profit based on longer-term investment returns
The Group continues to use operating profit based on longer-term investment returns as a supplemental measure of its results.
For the purposes of measuring operating profit, investment returns on shareholder-financed business are based on the expected
longer-term rates of return. This reflects the particular features of long-term insurance business where assets and liabilities are
held for the long term and for which the accounting basis for insurance liabilities under current IFRS is not generally conducive 
to demonstrating trends in underlying performance for life businesses exclusive of changes in market conditions. In determining
profit on this basis the following key elements are applied to the results of the Group’s shareholder-financed operations.

i Debt and equity securities
Longer-term investment returns comprise income and longer-term capital returns. For debt securities the longer-term capital
returns comprise two elements. These are a risk margin reserve (RMR) based charge for expected defaults, which is determined
by reference to the credit quality of the portfolio, and amortisation of interest-related realised gains and losses to operating results
based on longer-term investment returns to the date when sold bonds would have otherwise matured. The shareholder-backed
operation for which the risk margin reserve charge is most significant is Jackson National Life. The RMR charge for Jackson is
based on long-term average default and recovery data as published by Moody’s. Note B1 provides further detail.

Longer-term equity returns comprise aggregate long-term income and capital returns. 

ii Derivative value movements
Value movements for Jackson’s equity-based derivatives and variable annuity product embedded derivatives are included in
operating profits based on longer-term investment returns. The inclusion of these movements is so as to broadly match with the
results on the Jackson variable annuity book that pertain to equity market movements.

Other derivative value movements are excluded from operating results based on longer-term investment returns. These
derivatives are primarily held by Jackson as part of a broadly-based hedging programme for features of Jackson’s bond portfolio
(for which value movements are booked directly to shareholders’ equity rather than income statement) and product liabilities 
(for which US GAAP accounting does not reflect the economic features being hedged).

These key elements are of most importance in determining the operating results based on longer-term investment returns 

of Jackson.

There are two exceptions to the basis described above for determining operating results based on longer-term investment

returns. These are for:

• Unit-linked and US variable annuity business.

For such business the policyholder liabilities are directly reflective of the asset value movements. Accordingly, all asset value
movements are recorded in the operating results based on longer-term investment returns.

• Assets covering non-participating business liabilities that are interest rate sensitive.

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For UK annuity business policyholder liabilities are determined by reference to current interest rates. The value movements of 
the assets covering liabilities are closely correlated with the related change in liabilities. Accordingly, asset value movements are
recorded within the operating results based on longer-term investment returns. Policyholder liabilities include a margin for asset
defaults which, if they occur, are recorded as a component of short-term fluctuations in investment returns.

iii Liabilities to policyholders and embedded derivatives for product guarantees
Under IFRS, the degree to which the carrying values of liabilities to policyholders are sensitive to current market conditions varies
between territories depending upon the nature of the ‘grandfathered’ measurement basis. In general, in those instances where
the liabilities are particularly sensitive to routine changes in market conditions, the accounting basis is such that the impact of
market movements on the assets and liabilities are broadly equivalent in the income statement, and operating profit based on
longer-term investment returns is not distorted. In these circumstances there is no need for the movement in the liability to be
bifurcated between the element that relates to longer-term market conditions and short-term effects.

However, some types of business movements in liabilities do require bifurcation to ensure that at the net level (i.e. after allocated
investment returns and change for policyholder benefits) the operating result reflects longer-term market returns.

Examples where such bifurcation is necessary are:

a Asia
Vietnamese participating business
For the participating business in Vietnam the liabilities include policyholders’ interest in investment appreciation and other
surplus. Bonuses paid in a reporting period and accrued policyholder interest in investment appreciation and other surpluses
primarily reflect the level of realised investment gains above contract specific hurdle levels. For this business operating profit 

A

153

Notes on the Group financial statements
A: Background and accounting policies
continued

A4: Significant accounting policies continued

based on longer-term investment returns includes the aggregate of longer-term returns on the relevant investments, a credit or
charge equal to movements on the liability for the policyholders’ interest in realised investment gains (net of any recovery of prior
deficits on the participating pool), less amortisation over five years of current and prior movements on such credits or charges.

The overall purpose of these adjustments is to ensure that investment returns included in operating results equal longer-term
returns but that in any one reporting period movements on liabilities to policyholders caused by investment returns are
substantially matched in the presentation of the supplementary analysis of profit before tax attributable to policyholders.

Non-participating business
Bifurcation for the effect of determining the movement in the carrying value of liabilities to be included in operating results 
based on longer-term investment returns, and the residual element for the effect of using year end rates in the balance sheet.

Guaranteed Minimum Death Benefit (GMDB) product features
For unhedged GMDB liabilities accounted for under IFRS using ‘grandfathered’ US GAAP, such as in the Japanese business, 
the change in carrying value is determined under SOP 03-01, which partially reflects changes in market conditions. Under the
company’s supplementary basis of reporting the operating profit reflects the change in liability based on longer-term market
conditions with the difference between the charge to the operating result and the movement reflected in the total result included
in short-term fluctuations in investment returns.

b US operations – embedded derivatives for variable annuity guarantee features
Under IFRS, the Guaranteed Minimum Withdrawal Benefit (GMWB) and Guaranteed Minimum Income Benefit (GMIB)
reinsurance are required to be fair valued as embedded derivatives. The movements in carrying values are affected by changes 
in the level of observed implied equity volatility and changes to the discount rate applied from period to period. For these
embedded derivatives, as described in note D3(i), the discount rate applied reflects AA corporate bond curve rates. For the
purposes of determining operating profit based on longer-term investment returns the charge for these features is determined
using historical longer-term equity volatility levels and long-term average AA corporate bond rate curves.

c UK shareholder-backed annuity business
With one exception, the operating result based on longer-term investment returns reflects the impact of all value movements 
on policyholder liabilities for annuity business in PRIL and the PAC non-profit sub-fund.

The exception is for the impact on credit risk provisioning of actual downgrades during the year. As this feature arises due 
to short-term market conditions the effect on the altered valuation rate of interest is included in the category of short-term
fluctuations in investment returns as shown in note B1.

The effects of other changes to credit risk provisioning including the introduction of the short-term allowance for credit risk
described in note D2(g) and D2(i) are included in the operating result, as in the net effect of changes to the valuation rate of
interest applied to portfolio rebalancing to align more closely with management benchmark.

iv Fund management and other non-insurance businesses
For these businesses, where the business model is more conventional than for life assurance, it is inappropriate to include 
returns in the operating result on the basis described above. Instead it is appropriate to generally include realised gains and 
losses (including impairments) in the operating result with unrealised gains and losses being included in short-term fluctuations.
In some instances it may also be appropriate to amortise realised gains and losses on derivatives and other financial instruments 
to operating results over a time period that reflects the underlying substance of the arrangements. 

A5: New accounting pronouncements

The following standards, interpretations and amendments have either been effective and adopted in 2008 or have been 
issued but are not yet effective in 2008, including those which have not yet been adopted in the EU. This is not intended 
to be a complete list as only those standards, interpretations and amendments that are anticipated to have an impact upon 
the Group’s financial statements have been discussed.

Accounting pronouncements adopted in 2008
IFRIC 14, ‘IAS 19 – The Limit on a Defined Benefit Asset, Minimum Funding Requirements and their Interaction’
IFRIC 14 provides guidance on assessing the limit in IAS 19 on the amount of the surplus that can be recognised as an asset and
clarifies the impact of minimum funding requirements on such assets. It also addresses when a minimum funding requirement
might give rise to a liability. IFRIC 14 was adopted by the EU in December 2008 and is effective for accounting periods beginning
after 31 December 2008.

154 Prudential plc Annual Report 2008

The Group early adopted IFRIC 14 for its accounting period ended 31 December 2008. As a result of the adoption of this
interpretation, in respect of the position at 31 December 2008, the Group has not recognised the underlying PSPS pension
surplus, reflecting the difference between the market value of the scheme assets and the discounted value of the liabilities, 
which would have otherwise been recognised as an asset on its balance sheet under the previous policy. In addition, the 
Group has recognised a liability for deficit funding to 5 April 2010 in respect of PSPS.

Further details on the impact of adoption are provided in note I1. The 2007 comparatives have been adjusted accordingly 

for the adoption of IFRIC 14.

Reclassification of Financial Assets: Amendments to IAS 39, ‘Financial Instruments: Recognition and
Measurement’ and IFRS 7, ‘Financial Instruments: Disclosures’
In October 2008, the IASB issued these amendments to IAS 39 and IFRS 7. The amendments to IAS 39 permit the reclassification
of certain ‘held for trading’ (at fair value through profit and loss but not those voluntarily designated as at fair value through profit
and loss under the fair value option) and ‘available-for-sale’ financial assets into the ‘loans and receivables’ category carried at
amortised cost if specific conditions are met as follows:

• ‘Held for trading’ financial assets are permitted to be reclassified into the ‘loans and receivables’ category in only rare

circumstances or where the ‘held for trading’ financial assets would have met the definition of ‘loans and receivables’ if they had
not been required to be classified as ‘held for trading’ at initial recognition and the entity has the intent and ability to hold it for
the foreseeable future or until maturity; 

• ‘Available-for-sale’ financial assets are permitted to be reclassified into the ‘loans and receivables’ category if they would have
met the definition of ‘loans and receivables’ if they had not been designated as ‘available-for-sale’ and the entity has the intent
and ability to hold the asset for the foreseeable future or until maturity; and

• ‘Fair value through profit and loss’ financial assets are permitted to be reclassified into the ‘available-for-sale’ category.

The amendments to IFRS 7 result in additional disclosures in accordance with the amendments to IAS 39. 

The amendments to IAS 39 and IFRS 7 are effective 1 July 2008 applied on a prospective basis from the date of
reclassification. Any reclassification made on or after 1 November 2008 takes effect from the date of the reclassification. 
Any reclassification made before 1 November 2008 can take effect from 1 July 2008 or a subsequent date. 

The adoption of these amendments did not have an impact on the financial statements of the Group as the Group has 

not reclassified any non-derivative financial assets as permitted by the amendments. 

Accounting pronouncements not yet effective
IFRS 8, ‘Operating Segments’
IFRS 8 requires entities to adopt the ‘management approach’ to reporting the financial performance of its operating segments
similar to the requirements under the US standard SFAS 131, ‘Disclosures about Segments of an Enterprise and Related
Information’. The amount of each operating segment item to be reported is the measure reported to the chief operating 
decision maker, which in some instances will be non-GAAP. IFRS 8 will require the Group to provide an explanation of the 
basis on which the segment information is prepared and a reconciliation to the amount recognised in the Group’s consolidated
financial statements. This standard is effective for accounting periods beginning on or after 1 January 2009. The Group is
currently assessing the impact of these amendments on its financial statements. 

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Amendments to IAS 1,’Presentation of Financial Statements: A Revised Presentation’ 
The revised version of IAS 1 is aimed at improving users’ ability to analyse and compare the information given in the 
financial statements.

The changes require information in financial statements to be aggregated on the basis of shared characteristics and introduce a
statement of comprehensive income. The revisions also include changes to the titles of some of the financial statements to reflect
their functions more clearly: for example the balance sheet is renamed a statement of financial position, though the new titles are
not mandatory. This revised standard is effective for IASB compliant financial statements for accounting periods beginning on or
after 1 January 2009. The Group is currently assessing the impact of these amendments on its financial statements. 

Amendment to IFRS 2, ‘Share-based Payment: Vesting Conditions and Cancellations’
The amendment to IFRS 2 clarifies that vesting conditions are service conditions and performance conditions only. Other 
features of a share-based payment are not vesting conditions. It also specifies that all cancellations, whether by the entity or by
other parties, should receive the same accounting treatment. This amendment is effective for accounting periods beginning on 
or after 1 January 2009. The Group is currently assessing the impact of this amendment but it is not expected to have a material
impact on the financial statements of the Group. 

A

155

Notes on the Group financial statements
A: Background and accounting policies
continued

A5: New accounting pronouncements continued

Revised IFRS 3, ’Business Combinations’ and Amendments to IAS 27, ‘Consolidated and Separate Financial
Statements’
The revised IFRS 3 and amended IAS 27 are the outcomes of the second phase of the IASB’s and the US Financial Accounting
Standards Board’s (FASB) joint business combination project. The more significant changes from the revised IFRS 3 include:

• The immediate expensing of acquisition-related costs rather than inclusion in goodwill; and
• recognition and measurement at fair value of contingent consideration at acquisition date with subsequent changes to income.

The amendments to IAS 27 reflect changes to the accounting for non-controlling (minority) interests.

The revised IFRS 3 and amended IAS 27 are effective for business combinations occurring in the accounting period beginning

on or after 1 July 2009. 

Amendments to IAS 32, ‘Financial instruments: Presentation’ and IAS 1, ‘Presentation of financial statements’ –
Puttable Financial Instruments and Obligations Arising on Liquidation
The amendments to IAS 32 and IAS 1 requires entities to classify puttable financial instruments and instruments, or components
of instruments, that impose on the entity an obligation to deliver to another party a pro rata share of the net assets of the entity
only on liquidation as equity, provided the financial instruments have particular features and meet specific conditions. The
amendments may have the effect of altering the accounting for external fund holder investments in consolidated funds from
minority interests to liabilities. These amendments also have consequential amendments to IFRS 7 and IAS 39.

These amendments are effective for IASB compliant financial statements for accounting periods beginning on or after 
1 January 2009. The Group is currently assessing the impact of these amendments on its financial statements.

Amendment to IAS 39, ‘Financial instruments: Recognition and Measurement’ – Eligible Hedged Items
This amendment to IAS 39 clarifies how the principles that determine whether a hedged risk or portion of cash flows is eligible 
for designation should be applied in particular situations. This amendment is effective for IASB compliant financial statements for
accounting periods beginning on or after 1 July 2009. The Group is currently assessing the impact of this amendment but it is not
expected to have a material impact on the financial statements of the Group.

Improvements to IFRSs 
In May 2008, the IASB published amendments to a number of standards as part if its annual improvements projects. 
These amendments are effective for accounting periods beginning on or after 1 January 2009. The Group is currently assessing
the impact of these improvements to its financial statements. 

IFRIC 16, ‘Hedges of a net investment in a foreign operation’
This interpretation clarifies the accounting treatment in respect of net investment hedging. This includes the fact that net
investment hedging relates to differences in functional currency not presentation currency, and hedging instruments may be held
anywhere in the Group. This interpretation is effective for IASB compliant financial statements for accounting periods beginning
on or after 1 October 2008.

The Group is currently assessing the impact of this interpretation but it is not expected to have a material impact on the financial
statements of the Group.

Improving Disclosures about Financial Instruments (Amendments to IFRS 7)
On 5 March 2009, the IASB issued amendments to IFRS 7 which require enhanced disclosures about fair value measurements
and liquidity risk. The amendments include the introduction of a three-level hierarchy for fair value measurement disclosures 
and require additional disclosures about the relative reliability of fair value measurements.

These amendments are effective for accounting periods beginning on or after 1 January 2009. However, an entity will not be
required to provide comparative disclosures in the first year of application. The Group is currently assessing the impact of these
amendments on the financial statements of the Group.

Apart from IFRS 8, the Amendments to IAS 1 and the Amendment to IFRS 2, all of the other aforementioned pronouncements
have not been adopted for use in the EU at 31 December 2008. Subsequent to the 31 December 2008, the improvements to
IFRSs and the amendments to IAS 32 and IAS 1 have also been adopted for use in the EU.

156 Prudential plc Annual Report 2008

B: Summary of results 

B1: Supplementary analysis of profit from continuing operations before tax attributable to shareholders

This information is provided as supplementary information under the Group’s accounting policies. It is not required by IFRS standards.

2008 £m 

2007 £m

Asian operations
Insurance operationsnote ii
Asset management
Development expenses

Total

US operations
Jacksonnotes ii,iii
Broker dealer and asset management (including Curian losses of £3m (2007: £5m))

Total

UK operations
UK insurance operations:note ii

Long-term business
General insurance commission

M&G

Total

Other income and expenditure
Investment return and other income
Interest payable on core structural borrowings
Corporate expenditure:
Group Head Office 
Asia Regional Head Office

Charge for share-based payments for Prudential schemesnote vi

Total

Restructuring costsnote vii

Operating profit from continuing operations based on longer-term investment returnsnote i
Short-term fluctuations in investment returns on shareholder-backed businessnote iv
Shareholders’ share of actuarial and other gains and losses on defined benefit pension schemesnote v

(Loss) profit from continuing operations before tax attributable to shareholders

321
52
(26)

347

406
7

413

545
44

589
286

875

89
(172)

(130)
(41)
(6)

(260)

(28)

1,347
(1,783)
(14)

(450)

189
72
(15)

246

444
8

452

524
4

528
254

782

86
(168)

(129)
(38)
(11)

(260)

(19)

1,201
(137)
(1)

1,063

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Notes
i

Operating profit based on longer-term investment returns
Operating profit based on longer-term investment returns is a supplemental measure of results. For the purposes of measuring operating profit,
investment returns on shareholder-financed business and movements in policyholders’ liabilities are based on expected long-term rates of return as
discussed in note A4. The expected long-term rates of return are intended to reflect historical real rates of return and, where appropriate, current
inflation expectations adjusted for consensus economic and investment forecasts. The significant operations that require adjustment for the
difference between actual and long-term investment returns are Jackson and certain businesses of the Group’s Asian operations. The amounts
included in operating results for long-term capital returns for debt securities comprise two components. These are a risk margin reserve based charge
for expected defaults, which is determined by reference to the credit quality of the portfolio, and amortisation of interest-related gains and losses for
operating results based on longer-term results to the date when sold bonds would otherwise have matured.
Effect of changes to assumptions, estimates and bases of determining life assurance liabilities
The results of the Group’s long-term business operations are affected by changes of assumptions and bases of preparation. These are described in
notes D2(i), D3(i) and D4(i). 

ii 

A
/
B

157

Notes on the Group financial statements
B: Summary of results 
continued

B1: Supplementary analysis of profit from continuing operations before tax attributable to shareholders
continued

Notes continued
iii 

Jackson operating results based on longer-term investment returns.
IFRS basis operating profits for US operations include the following amounts (net of related change in amortisation of deferred acquisition costs,
where applicable) so as to derive longer-term investment returns.

Debt securities:

Amortisation of interest related realised gains and losses
Risk margin reserve charge for longer-term credit related losses

Equity type investments:
Longer-term returns

2008
£m

24
(41)

62

2007 
£m

31
(37)

47

The risk margin reserve (RMR) charge for longer-term credit related losses for 2008 is based on an average annual RMR of 23 basis points 
(2007: 22 basis points) on average book values for the year as shown below.

2008

2007

Moody’s rating category

A3 or higher
Baa1, 2, 3
Ba1, 2, 3
B1, 2, 3
Below B3

Total

Related change to amortisation of deferred acquisition costs

Risk margin reserve charge for longer-term credit related losses

Average
book 
value 
(US $m)

21,098
20,145
1,635
514
373

43,765

RMR
(bps)

0.03
0.23
1.11
2.80
3.98

0.23

US $m

(6)
(46)
(18)
(14)
(15)

(99)

23 

(76)

expected losses

Annual Average
book 
value
(US $m)

£m

(3)
(25)
(10)
(8)
(8)

20,231
20,306
1,687
530
240

(54)

42,994

13

(41)

Annual
expected losses

RMR
(bps)

0.03
0.22
1.13
2.88
4.00

0.22

US $m

(6)
(46)
(19)
(15)
(10)

(96)

20 

(76)

£m

(3)
(23)
(9)
(7)
(5)

(47)

10

(37)

The longer-term rates of return for equity-type interests ranged from 6.3 per cent to 8.4 per cent for 2008 and 8.1 per cent to 10.1 per cent for 2007
depending on the type of investments. These rates are currently based on spreads over 10 year US treasury rates of 400 to 600 basis points. 
Market value movements on equity-based derivatives and embedded derivatives are also recorded within operating profits based on longer-term
investment returns so as to be consistent with the market related effects on fees and reserve movements for equity-based products. Market value
movements on other derivatives are excluded from operating profit, and are included in short-term fluctuations in investment returns.

iv  Short-term fluctuations in investment returns on shareholder-backed business.

Insurance operations:
Asia 
US
UK 
Other operations 

2008 
£m

(200)
(1,058)
(212)
(313)

(1,783)

2007
£m

(71)
(18)
(47)
(1)

(137)

General
The short-term fluctuations in investment returns for 2008 primarily reflect temporary market value movements on the portfolio of investments held
by the Group’s shareholder-backed operations. Default losses were incurred during 2008 in respect of Lehman Brothers and Washington Mutual,
with total losses (including losses on sale) for these in respect of the Group's shareholder-backed business operations being £110 million and
£91 million respectively of which the majority was incurred in Jackson. Excluding Lehman Brothers and Washington Mutual there was only one 
other default in 2008 which resulted in a loss of £5 million. There were no default losses in 2007.

Asian insurance operations
The fluctuations for Asian operations in 2008 primarily relates to £(81) million for Vietnam, reflecting a significant fall in the Vietnamese bond and 
equity markets, and £(65) million for Taiwan, which reflects the decrease in Taiwanese equity markets and a £(40) million reduction in the value of an
investment in a CDO fund. For 2007, the £(71) million of short-term fluctuations primarily reflect value movements in Taiwan on the value of debt
securities arising from increases in interest rates and a £(30) million reduction of the investment in a CDO fund, partially offset by strong equity market
movements in Vietnam. 

158 Prudential plc Annual Report 2008

US insurance operations
The short-term fluctuations in investment returns for US insurance operations for the year comprise of the following items:

2008
£m

2007
£m

Short-term fluctuations related to debt securities 
Charges in the year*

Defaults
Losses on sale of impaired and deteriorating bonds
Bond writedowns
Recoveries/reversals

Less: risk margin charge included in operating profit based on longer-term investment returns

Interest related gains (losses)
Arising in the year
Less: amortisation gains and losses arising in current and prior years to 
operating profit based on longer-term investment returns

Related change to amortisation of deferred acquisition costs

Total short-term fluctuations related to debt securities
Derivatives (other than equity related): market value movements (net of related change to 
amortisation of deferred acquisition costs)†
Equity type investments: actual less longer-term return (net of related change to amortisation 
of deferred acquisition costs)
Other items (net of related change to amortisation of deferred acquisition costs)‡

Total

*The charges on debt securities incurred in 2008 of £624 million comprise the following:

(78)
(130)
(419)
3

(624)
54

(570)

(25)

(28)

(53)
88

(535)

(369)

(69)
(85)

(1,058)

Residential mortgage-backed securities
Prime
Alt-A
Sub-prime

Total residential mortgage-backed securities
Public fixed income
Other

Total

Losses on sale of
impaired and
deteriorating 
bonds
£m

Bond 
write downs
£m

Recoveries/
reversals
£m

Defaults
£m

–
–
–

–
78
–

78

25
138
4

167
233
19

419

–
–
–

–
130
–

130

–
–
–

–
–
(3)

(3)

0
(51)
(35)
8

(78)
48

(30)

31

(37)

(6)
9

(27)

(19)

42
(14)

(18)

Total
£m

25
138
4

167
441
16

624

Further details on the impairment losses for Jackson are described in note D3(a).
†The £369 million value movement is for freestanding derivatives held to manage the fixed annuity and other general account business. Under IAS 39,
unless hedge accounting is applied, value movements on derivatives are recognised in the income statement. Except in respect of variable annuity
business, the value movements on derivatives held by Jackson are separately identified within short-term fluctuations in investment returns.

Derivative value movements in respect of variable annuity business are included within the operating profit based on longer-term investment

returns to broadly match with the commercial effect to which the variable annuity derivative programme relates.

For the derivatives programme attaching to the fixed annuity and other general account business the Group has continued its approach of not
seeking to apply hedge accounting under IAS 39. This decision reflects the inherent constraints for hedge accounting investments and life assurance
assets and liabilities under ‘grandfathered’ US GAAP under IFRS 4. 
‡The £85 million charge for 2008 for other items shown above comprises £70 million for the difference between the charge for embedded derivatives
included in the operating result and the charge to the total result, and £15 million of other items. For embedded derivatives the operating result
reflects the application of 10-year average AA corporate bond rate curves and a static historical equity volatility assumption. 
The total result reflects the application of year end AA corporate bond rate curves and current equity volatility levels. Additional details are explained
in note D3(i). 

In addition, for US insurance operations, included within the statement of changes in equity, is a net reduction (translated at the 2008 year-end
exchange rate of 1.44) in the value of debt securities classified as available-for-sale of £2,710 million (2007: £244 million). This reduction reflects the
effect of widened credit spreads and global credit concerns partially offset by the effect of reductions in US interest rates and a steepening yield
curve. These temporary market value movements do not reflect defaults or impairments. Additional details on the movement in the value of the
Jackson portfolio are included in note D3.

F
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B

159

Notes on the Group financial statements
B: Summary of results 
continued

B1: Supplementary analysis of profit from continuing operations before tax attributable to shareholders
continued

Notes continued

UK insurance operations
The short-term fluctuations charge for UK insurance operations of £212 million for 2008 reflects £170 million for asset value movements, principally
for shareholder-backed annuity business, and £42 million for the effect of credit downgrades on the calculation of liabilities for shareholder-backed
annuity business in PRIL and the PAC non-profit sub-fund, as discussed in note D2(g)(iii). The short-term fluctuation charge for 2007 arose mostly in
PRIL. The fluctuation principally reflected the impact of widened credit spreads on the corporate bond securities backing the shareholders’ equity 
of the business.

Other
The charge of £313 million for short-term fluctuations of other operations in 2008 arises from:

Sale of investment in India Mutual fund in May 2008 giving rise to a transfer to operating profit of £47 million 
for the crystallised gain, and value reduction in the period, prior to sale, of £24 million
Unrealised value movements on swaps held centrally to manage Group assets and liabilities
Unrealised value movements on Prudential Capital’s bond portfolio 
Unrealised value movements on centrally held investments

v

Shareholders’ share of actuarial and other gains and losses on defined benefit pension schemes

Actuarial gains and losses
Actual less expected return on scheme assets
Experience gains (losses) on scheme liabilities
Gains (losses) on changes of assumptions for scheme liabilities

Less: amount attributable to the PAC with-profits sub-fund

Other gains and losses
Movement in the provision for deficit funding of PSPS
Less: amount attributable to the PAC with-profits sub-fund

Total 

2008 
£m

(71)
(38)
(190)
(14)

(313)

2008
£m

2007
£m

(97)
18
71
(8)
(2)

(10)

(13)
9

(4)

(14)

4
(4)
(7)
(7)
6

(1)

–
–

–

(1)

The 2008 and 2007 actuarial gains and losses shown in the table above related to the Scottish Amicable, M&G and the small Taiwan defined benefit
pension schemes. The amounts did not include actuarial gains and losses for the Prudential Staff Pension Scheme (PSPS). Following the Group’s
adoption of IFRIC 14 for pension schemes in 2008, PSPS pension surplus was not recognised in the Group’s financial statements with the 2007
comparatives adjusted accordingly. In addition, as a result of the adoption of IFRIC 14, the Group has recognised a liability for deficit funding to 
5 April 2010 in respect of PSPS. The change in the period in relation to this liability is recognised above as other gains and losses on defined benefit
pension schemes.

The gains of £71 million on change of assumptions comprises the effect of an increase in the risk discount rate combined with the effect of

decreases in inflation rates.

Further details on the Group’s defined benefit pension schemes and the effect of the accounting policy change are shown in note I1.

vi Share-based payments

The charge for share-based payments for Prudential schemes is for the SAYE and Group performance-related schemes.

vii Restructuring costs are allocated as follows:

UK insurance operations
Unallocated corporate

160 Prudential plc Annual Report 2008

2008
£m

10
18

28

2007
£m

7
12

19

B2: Earnings per share

Basic earnings per share is calculated by dividing the earnings attributable to ordinary shareholders by the weighted average number
of ordinary shares outstanding during the year, excluding those held in employee share trusts, which are treated as cancelled.

For diluted earnings per share, the weighted average number of shares in issue is adjusted to assume conversion of all dilutive

potential ordinary shares. The Group’s only class of dilutive potential ordinary shares are those share options granted to
employees where the exercise price is less than the average market price of the Company’s ordinary shares during the year.

2008

Before tax
note B1
£m

Tax
note F5
£m

Minority
interests
£m

Based on operating profit based on
longer-term investment returns

Short-term fluctuations in investment returns 

on shareholder-backed business
Shareholders’ share of actuarial and other 
gains and losses on defined benefit 
pension schemes

Based on loss for the year from continuing 

operations

1,347

(292)

(1,783)

348

(14)

(450)

3

59

There were no earnings from discontinued operations in 2008

(4)

(1)

–

(5)

2007

Net of tax
and
minority
interests
£m

Basic
earnings
per share
Pence

Diluted
earnings
per share
Pence

1,051

42.5p

42.5p

(1,436)

(58.1)p

(58.1)p

(11)

(0.4)p

(0.4)p

(396)

(16.0)p

(16.0)p

Before tax
note B1
£m

Tax
note F5
£m

Minority
interests
£m

Net of tax
and
minority
interests
£m

Basic
earnings
per share
Pence

Diluted
earnings
per share
Pence

Based on operating profit based on
longer-term investment returns

Short-term fluctuations in investment returns 

on shareholder-backed business
Shareholders’ share of actuarial gains and 

losses on defined benefit pension schemes

Based on profit for the year from continuing 

operations

Adjustment for post-tax results of discontinued 

operations*

Based on profit for the year

1,201

(381)

(137)

(1)

26

1

1,063

(354)

222

1,285

19

(335)

(4)

1

–

(3)

–

(3)

816

33.3p

33.3p

(110)

(4.5)p

(4.5)p

0

0.0p

0.0p

F
i

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a
n
c
i
a
l

s
t
a
t
e
m
e
n
t
s

706

241

947

28.8p

28.8p

9.9p

38.7p

9.8p

38.6p

*Discontinued operations in 2007 related entirely to UK Banking operations following the sale on 1 May 2007 of Egg Banking plc to Citi. Note I9 provides

details of the sale of Egg.

B

161

Notes on the Group financial statements
B: Summary of results 
continued

B2: Earnings per share continued

Number of shares
A reconciliation of the weighted average number of ordinary shares used for calculating basic and diluted earnings per share is set
out as below:

Weighted average shares for calculation of basic earnings per share
Shares under option at end of year
Number of shares that would have been issued at fair value on assumed option exercise

Weighted average shares for calculation of diluted earnings per share

B3: Dividends

Dividends declared and paid in reporting period
Parent company:

Interim dividend (2008: 5.99p, 2007: 5.70p per share)
Final dividend for prior period (2008: 12.30p, 2007: 11.72p per share)

Subsidiary company payments to minority interests

Total

2008 m

2007 m

2,472
7
(6)

2,473

2,445
9
(6)

2,448

2008 £m

2007 £m

149
304
2

455

140
286
5

431

As a result of shares issued in lieu of dividends of £157 million (2007: £176 million), dividends paid in cash, as set out in the
consolidated cash flow statement, were £297 million (2007: £255 million).

Parent company dividends relating to reporting period:

Interim dividend (2008: 5.99p, 2007: 5.70p per share)
Final dividend (2008: 12.91p, 2007: 12.30p per share)

Total

2008 £m

2007 £m

149
322

471

140
304

444

A final dividend of 12.91 pence per share was proposed by the directors on 18 March 2009. Subject to shareholders’ approval, the
dividend will be paid on 22 May 2009 to shareholders on the register at the close of business on 14 April 2009. The dividend will
absorb an estimated £322 million of shareholders’ funds. A scrip dividend alternative will be offered to shareholders.

162 Prudential plc Annual Report 2008

B4: Exchange translation

Exchange movement recorded directly in equity

Asian operations
US operations
Unallocated to a segment (central funds)

2008 £m

2007 £m

456
821
(646)

631

16
(43)
38

11

The movements for Asian and US operations reflect the application of year end exchange rates to the assets and liabilities and
average exchange rates to the income statement on translation of these operations into the presentation currency of the Group. 
The movement unallocated to a segment mainly reflects the translation of currency borrowings and forward contracts which have
been designated as a net investment hedge against the currency risk of the net investment in Jackson.

The exchange rates applied were:

Local currency: £

Hong Kong
Japan
Malaysia
Singapore
Taiwan
US

B5: New business

Closing
rate at
31 Dec 2008

11.14
130.33
5.02
2.07
47.28
1.44

Average
for 2008

14.42
192.09
6.15
2.61
58.24
1.85

Closing
rate at
31 Dec 2007

15.52
222.38
6.58
2.87
64.56
1.99

Average
for 2007

15.62
235.64
6.88
3.02
65.75
2.00

Opening
rate at
1 Jan 2007

15.22
233.20
6.90
3.00
63.77
1.96

Insurance products and investment products (note i)

Asian operations
US operations
UK operations

Group total

Insurance products
gross premiums

Investment products
gross inflows
note ii

Total

2007 £m

2008 £m

2007 £m

2008 £m

2007 £m

2008 £m

2007 £m

2,673
6,941
7,183

2,901
6,534
6,879

16,797

16,314

46,957
36
16,154

63,147

38,954
60
14,745

53,759

49,630
6,977
23,337

79,944

41,855
6,594
21,624

70,073

F
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B

163

Notes on the Group financial statements
B: Summary of results 
continued

B5: New business continued

Insurance products – new business premiums and contributions (note i)

Single

Regular

Annual premium and
contribution equivalents

2007 £m

2008 £m

2007 £m

2008 £m

2007 £m

2008 £m

2007 £m

Asian operations
Chinanote iv
Hong Kong
India (Group’s 26% interest)
Indonesia
Japan
Korea
Malaysia
Singapore
Taiwan
Othernote vii

Total Asian operations

US operations
Fixed annuities
Fixed index annuities
Variable annuities
Life
Guaranteed investment contracts
GIC – Medium Term Notes

Total US operations

UK operations
Product summary
Internal vesting annuities
Direct and partnership annuities
Intermediated annuitiesnote v

Total individual annuities
Income drawdownnote v
Equity release
Individual pensions
Corporate pensions
Unit-linked bonds
With-profits bonds
Protection
Offshore products
PruHealthnote vi

Total retail retirement

Corporate pensions
Other products
DWP rebates

Total mature life and pensions

Total retail
Wholesale annuitiesnote iii
Credit life

Total UK operations

Channel summary
Direct and partnership
Intermediated
Wholesalenote iii

Sub-total
DWP rebates

Total UK operations

Group total

164 Prudential plc Annual Report 2008

63
507
60
94
115
78
28
341
153
18

45
501
26
118
122
179
41
593
132
36

32
154
202
167
30
211
99
78
189
54

24
117
177
109
22
241
78
67
218
55

38
205
208
176
42
219
102
112
204
56

29
167
180
121
34
259
82
126
231
58

1,457

1,793

1,216

1,108

1,362

1,287

1,724
501
3,491
7
857
337

6,917

1,600
703
497

2,800
75
242
115
221
109
869
–
551
–

4,982

227
132
153

512

5,494
1,417
18

6,929

2,352
2,990
1,434

6,776
153

6,929

573
446
4,554
7
408
527

6,515

1,399
842
555

2,796
34
156
38
283
243
297
–
434
–

4,281

198
190
143

531

4,812
1,799
21

6,632

2,385
2,284
1,820

6,489
143

6,632

–
–
–
24
–
–

24

–
–
–

–
–
–
3
88
–
–
6
4
16

117

116
21
–

137

254
–
–

254

215
39
–

254
–

254

–
–
–
19
–
–

19

–
–
–

–
–
–
1
84
–
–
5
4
13

107

115
25
–

140

247
–
–

247

212
35
–

247
–

247

172
50
349
25
86
34

716

160
70
50

280
8
24
14
110
11
87
6
59
16

615

139
34
15

188

803
142
2

947

450
338
144

932
15

947

57
45
455
20
41
53

671

140
84
56

280
3
16
5
112
24
30
5
47
13

535

135
44
14

193

728
180
2

910

451
263
182

896
14

910

15,303

14,940

1,494

1,374

3,025

2,868

Investment products – funds under management (note ii)

Asian operations
US operations
UK operations

Group total

Asian operations
US operations
UK operations

Group total

Market
gross
inflows

46,957
36
16,154

63,147

Market
gross
inflows

38,954
60
14,745

53,759

2008 £m

Redemptions

(46,102)
(32)
(12,747)

(58,881)

2007 £m

Redemptions

(35,993)
(4)
(9,787)

(45,784)

Market
and other
movements

(3,016)
(9)
(7,631)

(10,656)

Market
and other
movements

2,179
(1)
1,317

3,495

31 Dec 2008

15,232
50
46,997

62,279

31 Dec 2007

17,393
55
51,221

68,669

1 Jan 2008

17,393
55
51,221

68,669

1 Jan 2007

12,253
–
44,946

57,199

Notes
i

The tables shown above are provided as an indicative volume measure of transactions undertaken in the reporting period that have the potential to
generate profits for shareholders. The amounts shown are not, and not intended to be, reflective of premium income recorded in the IFRS income
statement.

APEs are calculated as the aggregate of regular new business amounts and one-tenth of single new business amounts. New business

premiums for regular premium products are shown on an annualised basis. Department of Work and Pensions (DWP) rebate business is classified 
as single recurrent business. Internal vesting business is classified as new business where the contracts include an open market option.

The format of the tables shown above is consistent with the distinction between insurance and investment products as applied for previous
financial reporting periods. With the exception of some US institutional business, products categorised as ‘insurance’ refer to those classified as
contracts of long-term insurance business for regulatory reporting purposes, i.e. falling within one of the classes of insurance specified in part II of
Schedule 1 to the Regulated Activities Order under FSA regulations.

The details shown above for insurance products include contributions for contracts that are classified under IFRS 4 ‘Insurance Contracts’ as 
not containing significant insurance risk. These products are described as investment contracts or other financial instruments under IFRS. Contracts
included in this category are primarily certain unit-linked and similar contracts written in UK insurance operations and Guaranteed Investment
Contracts and similar funding agreements written in US operations. 
Investment products referred to in the table for funds under management above are unit trust, mutual funds and similar types of retail fund
management arrangements. These are unrelated to insurance products that are classified as ‘investment contracts’ under IFRS 4, as described in 
the preceding paragraph, although similar IFRS recognition and measurement principles apply to the acquisition costs and fees attaching to this type
of business. 

ii

iii The tables for 2007 above include the transfer of 62,000 with-profits annuity policies from Equitable Life on 31 December 2007 with assets of

approximately £1.7 billion. The transfer represented APE of £174 million.

iv Subsequent to 29 September 2007 following expiry of the previous management agreement CITIC–Prudential Life Insurance Company Ltd 

(CITIC-Prudential), the Group’s life operation in China, has been accounted for as a 50 per cent joint venture. Prior to this date CITIC–Prudential was
consolidated as a subsidiary undertaking. All premiums for CITIC–Prudential are shown at 50 per cent on a like for like basis, reflecting the constant
economic interest before and after the management changes in line with the original agreement with CITIC.
Income drawdown has been reallocated from the intermediated annuities product line. The APE sales are £8 million for 2008 and £3 million for 2007.

v
vi Sales for PruHealth are included in UK sales. Comparative figures have been restated accordingly. The APE sales are £16 million for 2008 and 

£13 million for 2007.

vii Other operations include Thailand, the Philippines and Vietnam.

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B

165

Notes on the Group financial statements
B: Summary of results 
continued

B6: Group balance sheet

The Group’s primary reporting segments are insurance operations, asset management and, prior to disposal, banking. The Group’s
secondary reporting segments are geographical, namely the UK, the US and Asia. Details of disclosures in accordance with the
requirements of IAS 14 for segment assets and liabilities are shown below.

Details of the primary reporting segments are as follows:

Insurance operations
This segment comprises long-term products that contain both significant and insignificant elements of insurance risk. The products
are managed together and not classified in this way other than for accounting purposes. This segment also includes activity of the
PAC with-profits funds’ venture investments and other investment subsidiaries held for the purpose of supporting the Group’s
insurance operations.

Asset management
The asset management segment is comprised of both internal and third-party asset management services, inclusive of portfolio and
mutual fund management, where the Group acts as an adviser, and broker-dealer activities. The nature of the products and the
managing of the business differ from the risks inherent in the other business segments, and the regulatory environment of the asset
management industry differs from that of the other business segments.

Consolidated total assets

Consolidated total liabilities

Segment assets by geographical segment
UK
US
Asia
Intra-group eliminations

Total assets per balance sheet

Consolidated total assets

Consolidated total liabilities

Segment assets by geographical segment
UK
US
Asia
Intra-group eliminations

Total assets per balance sheet

Insurance
Asset
operations management

2008 £m

Unallocated
to a
segment

Intra-group
eliminations

Total

210,694

6,306

4,150

(5,608)

215,542

(205,120)

(4,663)

(6,254)

5,608

(210,429)

140,110
54,431
26,609
(5,608)

215,542

Insurance
Asset
operations management

2007 £m

Unallocated
to a
segment

Intra-group
eliminations

Total

213,105

(207,632)

7,011

(5,282)

4,765

(5,803)

(5,499)

219,382

5,499

(213,218)

161,334
42,758
20,789
(5,499)

219,382

To explain more comprehensively the assets, liabilities and capital of the Group’s businesses it is appropriate to provide an analysis
of the Group’s balance sheet by a mixture of primary and secondary segments.

166 Prudential plc Annual Report 2008

This analysis is shown below for the Group balance sheet by business segment at 31 December 2008.

2008 £m

By business segment

Assets
Intangible assets attributable to shareholders:

Goodwill
Deferred acquisition costs and 

other intangible assets

TotalH1

Intangible assets attributable to with-profits funds:

In respect of acquired subsidiaries for venture fund 

and other investment purposes

Deferred acquisition costs and 

other intangible assets

TotalH2

Total

Insurance operations
US
D3

Asia
D4

UK
D2

Total

Asset
insurance manage-
ment
E2

opera-
tions

Unallo-
cated
to a
segment
(central

Intra-
group
opera- elimina-
tions
tions)

–

–

111

111 1,230

134

134

174

13

187

321

3,962

1,247

5,343

6

3,962

1,358

5,454 1,236

–

–

–

–

113

113

174

126

300

–

–

–

3,962

1,471

5,754 1,236

–

–

–

–

–

–

–

–

–

–

–

–

–

–

Deferred tax assetsH4
Other non-investment and non-cash assetsH3-H6
Investment of long-term business and other operations:

513
4,962

1,969
1,819

101
1,416

2,583
8,197

160
135

143

–
3,553 (5,608)

Group
total

1,341

5,349

6,690

174

126

300

6,990

2,886
6,277

Investment properties
Investments accounted for using 

the equity method

Loans
Equity securities and portfolio holdings 

11,959

13

20 11,992

–

–
1,902

–
5,121

–
1,705

–

–
8,728 1,763

in unit trusts
Debt securities
Other investments
Deposits

Total investmentsnote a, G1,H7,H8

Held for sale assetsH9
Cash and cash equivalentsH10

Total assets 

38,880 15,142
8,077 62,099
58,871 24,249 11,113 94,233
5,560
7,230

1,256
390

4,160
6,090

144
750

23
991
462
64

121,862 46,171 21,809 189,842 3,303

–
2,571

–
246

–
1,501

–

–
4,318 1,472

–

10
–

–
–
279
–

289

–
165

– 11,992

–
10
– 10,491

– 62,122
– 95,224
6,301
–
7,294
–

– 193,434

–
–

–
5,955

F
i

n
a
n
c
i
a
l

s
t
a
t
e
m
e
n
t
s

130,229 54,167 26,298 210,694 6,306

4,150 (5,608) 215,542

B

167

Notes on the Group financial statements
B: Summary of results 
continued

B6: Group balance sheet continued

2008 £m

–

–

–

–

–

–
–

–

4
–

–

Insurance operations
US
D3

Asia
D4

UK
D2

Total

Asset
insurance manage-
ment
E2

opera-
tions

Unallo-
cated
to a
segment
(central

Intra-
group
opera- elimina-
tions
tions)

Group
total

1,655
47

1,698
–

2,167
7

5,520 1,642 (2,104)
–

54

1

1,702

1,698

2,174

5,574 1,643 (2,104)

By business segment

Equity and liabilities
Equity
Shareholders’ equityH11
Minority interests

Total equity
Liabilities
Policyholder liabilities and unallocated surplus of 

with-profits funds:
Insurance contract liabilitiesH12
Investment contract liabilities with discretionary 

72,756 42,476 20,798 136,030

participation featuresG1

23,367

–

79 23,446

Investment contract liabilities without discretionary 

participation featuresG1

Unallocated surplus of with-profits funds 
(reflecting application of ’realistic’ 
basis provisions for UK regulated 
with-profits funds)D2eii,H12

11,584

2,885

32 14,501

8,254

–

160

8,414

Total policyholder liabilities and unallocated surplus 

of with-profits fundsnote b

115,961 45,361 21,069 182,391

Core structural borrowings of shareholder-financed 

–
–

–

5,058
55

5,113

– 136,030

– 23,446

– 14,501

–

8,414

– 182,391

–

–

–

–

–

operations:H13
Subordinated debt
Other

Total

Operational borrowings attributable to 

shareholder-financed operationsG1,H13

Borrowings attributable to with-profits fundsG1,H13
Other non-insurance liabilities:G1,H4,H9,H14,H15

Obligations under funding, securities lending
and sale and repurchase agreements
Net asset value attributable to unit holders of 
consolidated unit trusts and similar funds

Current tax liabilities
Deferred tax liabilities
Accruals and deferred income
Other creditors
Provisions
Derivative liabilities
Other liabilities

Total

Total liabilities

–
–

–

54
1,308

–
173

173

511
–

–
–

–

–
173

173

130
–

695
1,308

2,251

3,321

–

5,572

1,987
798

2,785

1,278
–

–

–
–

–

–
–

–

1,536
127
1,421
265
1,619
267
3,401
317

88
–
1,337
–
529
23
863
263

1,154
76
441
130
796
37
32
259

203
3,199
395

2,778 1,065
40
11
205
2,944 2,898
97
292
51

327
4,296
839

–
599
19
30

–
–
–
–
1,262 (5,608)
–
–
–

37
244
–

1,987
971

2,958

1,977
1,308

5,572

3,843
842
3,229
630
1,496
461
4,832
890

11,204

6,424

2,925 20,553 4,659

2,191 (5,608) 21,795

128,527 52,469 24,124 205,120 4,663

6,254 (5,608) 210,429

Total equity and liabilities

130,229 54,167 26,298 210,694 6,306

4,150 (5,608) 215,542

168 Prudential plc Annual Report 2008

This analysis is shown below for the Group balance sheet by business segment at 31 December 2007.

2007 £m

By business segment

Assets
Intangible assets attributable to shareholders:

Goodwill
Deferred acquisition costs and other intangible assets

TotalH1

Intangible assets attributable to PAC with-profits fund:
In respect of acquired subsidiaries for venture fund 

and other investment purposes

Deferred acquisition costs

TotalH2

Total

UK
D2

–
157

157

192
19

211

368

Deferred tax assetsH4
Other non-investment and non-cash assetsH3-H6
Investment of long-term business and other operations:

105
4,110

Asset
Insurance operations insurance manage-
ment
E2

opera-
tions

Asia
D4

US
D3

Total

–
1,928

1,928

–
–

–

1,928

657
994

111
745

856

–
–

–

856

73
689

111
2,830

2,941

1,230
6

1,236

–
–

–

1,236

192
19

211

3,152

835
5,793

Unallo-
cated
to a
segment
(central
opera-
tions)

Intra-
group
elimina-
tions

–
–

–

–
–

–

–
–

–

–
–

–

Group
total

1,341
2,836

4,177

192
19

211

4,388

951
5,012

95
426

21
4,292

–
(5,499)

Investment properties
Investments accounted for using the equity method
Loans
Equity securities and portfolio holdings in unit trusts
Debt securities
Other investments
Deposits

8
13,666
–
–
1,245
3,258
60,829 15,507
57,180 19,002
762
3,391
258
7,228

14 13,688
–
–
1,087
5,590
9,804 86,140
6,920 83,102
4,195
7,863

42
377

Total investmentsnote a, G1,H7,H8

Held for sale assetsH9
Cash and cash equivalentsH10

Total assets 

143,539 38,795 18,244 200,578

30
1,869

–
169

–
679

30
2,717

150,021 42,543 20,541 213,105

–
–
2,334
17
882
155
26

3,414

–
1,840

7,011

–
12
–
– 
–
46
–

58

–
394

13,688
12
–
–
7,924
– 86,157
– 83,984
4,396
–
7,889
–

– 204,050

–
–

30
4,951

4,765

(5,499) 219,382

F
i

n
a
n
c
i
a
l

s
t
a
t
e
m
e
n
t
s

B

169

Notes on the Group financial statements
B: Summary of results 
continued

B6: Group balance sheet continued

2007 £m

By business segment

Equity and liabilities
Equity
Shareholders’ equityH11
Minority interests

Total equity

Insurance operations
US
D3

Asia
D4

UK
D2

Total

Asset
insurance manage-
ment
E2

opera-
tions

Unallo-
cated
to a
segment
(central

Intra-
group
opera- elimina-
tions
tions)

Group
total

1,364
42

1,406

2,690
1

2,691

1,369
7

1,376

5,423
50

5,473

1,677
52

(1,038)
–

1,729

(1,038)

–
–

–

6,062
102

6,164

Liabilities
Policyholder liabilities and unallocated surplus of 

with-profits funds:
Insurance contract liabilitiesH12
Investment contract liabilities with discretionary 

82,938 32,926 16,912 132,776

participation featuresG1

29,466

–

84 29,550

Investment contract liabilities without discretionary

participation featuresG1

Unallocated surplus of with-profits funds 

(reflecting application of ‘realistic’ basis provisions 
for UK regulated with-profits funds)D2eii,H12

Total policyholder liabilities and unallocated surplus of 

12,073

1,922

37 14,032

13,813

–

146 13,959

with-profits fundsnote b

138,290 34,848 17,179 190,317

Core structural borrowings of shareholder-financed 

operations:H13
Subordinated debt
Other

Total

Operational borrowings attributable to 

shareholder-financed operationsG1,H13

Borrowings attributable to with-profits fundsG1,H13
Other non-insurance liabilities:G1,H4,H9,H14,H15

Obligations under funding, securities lending and 

–
–

–

12
987

–
125

125

591
–

sale and repurchase agreements

1,360

2,721

–

–

–

–

–

–
–

–

1
–

–

–

–

–

–

–

1,570
797

2,367

2,477
–

–

–
–

–

–
–

–

506
24
362
111
627
33
2
321

–
125

125

603
987

4,081

2,322
531
3,384
400
2,873
378
859
772

65
–
639
–
333
19
158
353

1,751
507
2,383
289
1,913
326
699
98

9,326

–
670
7
–

–
–
–
–
206 (5,499)
–
–
–

31
45
–

1,234
36
11
199
3,440
166
176
19

5,281

5,282

7,011

4,288

1,986 15,600

148,615 39,852 19,165 207,632

150,021 42,543 20,541 213,105

959 (5,499) 16,341

5,803 (5,499) 213,218

4,765 (5,499) 219,382

– 132,776

–

–

29,550

14,032

–

13,959

– 190,317

–
–

–

–
–

–

1,570
922

2,492

3,081
987

4,081

3,556
1,237
3,402
599
1,020
575
1,080
791

Net asset value attributable to unit holders of 
consolidated unit trusts and similar funds

Current tax liabilities
Deferred tax liabilities
Accruals and deferred income
Other creditors
Provisions
Derivative liabilities
Other liabilities

Total

Total liabilities

Total equity and liabilities

170 Prudential plc Annual Report 2008

This analysis is shown below for the Group balance sheet by business type at 31 December 2008.

By business type

Assets
Intangible assets attributable to shareholders:

Goodwill
Deferred acquisition costs and other intangible assets

TotalH1

Intangible assets attributable to with-profits funds:

In respect of acquired subsidiaries for venture fund 

and other investment purposes 

Deferred acquisition costs and other intangible assets

TotalH2

Total

Deferred tax assetsH4
Other non-investment and non-cash assetsH3-H6
Investment of long-term business and other operations:

Investment properties
Investments accounted for using the equity method
Loans
Equity securities and portfolio holdings in unit trusts
Debt securities
Other investments
Deposits

Total investmentsnote a, G1,H7,H8

Held for sale assetsH9

Cash and cash equivalentsH10

Total assets 

2008 £m

Shareholder-backed

Asset
manage-
ment
opera-
tions
E2

Unallo-
cated
to a seg-
ment
(central

Intra-
group
opera- elimina-
tions
tions)

Unit-
linked
and 
variable
annuity

Non-
linked
business
D4

Partici-
pating
funds

–
–

–

174
126

300

300

–
–

–

–
–

–

–

111
5,343

1,230
6

5,454

1,236

–
–

–

–
–

–

5,454

1,236

–
–

–

–
–

–

–

–
–

–

–
–

–

–

279
3,095

–
579

2,304
4,523

160
135

143

–
3,553 (5,608)

2007  £m

Group
total

Group
total

1,341
5,349

6,690

1,341
2,836

4,177

174
126

300

6,990

2,886
6,277

192
19

211

4,388

951
5,012

9,911
–
2,154

710
–
113
31,821 29,211
42,965
3,768
4,828

1,371
–
6,461
1,067
6,298 44,970
1,588
1,499

204
903

–
–
1,763
23
991
462
64

95,447 37,439 56,956

3,303

–

–

–

–

–
10
–
–
–
279
–

289

–

1,733

1,148

1,437

1,472

165

– 11,992 13,688
12
–
10
– 10,491
7,924
– 62,122 86,157
– 95,224 83,984
4,396
–
7,889
–

6,301
7,294

– 193,434 204,050

–

–

–

30

5,955

4,951

100,854 39,166 70,674

6,306

4,150 (5,608) 215,542 219,382

F
i

n
a
n
c
i
a
l

s
t
a
t
e
m
e
n
t
s

B

171

Notes on the Group financial statements
B: Summary of results 
continued

B6: Group balance sheet continued

By business type

Equity and liabilities

Equity
Shareholders’ equityH11
Minority interests

Total equity

2008 £m

Shareholder-backed

Asset
manage-
ment
opera-
tions
E2

Unallo-
cated
to a seg-
ment
(central
opera-
tions)

Unit-
linked
and 
variable
annuity

Non-
linked
business
D4

Partici-
pating
funds

2007  £m

Intra-
group
elimina-
tions

Group
total

Group
total

–
47

47

–
–

–

5,520
7

1,642 (2,104)
–

1

5,527

1,643 (2,104)

–
–

–

5,058
55

5,113

6,062
102

6,164

Liabilities
Policyholder liabilities and unallocated surplus of 

with-profits funds:
Insurance contract liabilitiesH12
Investment contract liabilities with discretionary 

58,310 27,799 49,921

participation featuresG1

23,446

–

–

Investment contract liabilities without discretionary 

participation featuresG1

Unallocated surplus of with-profits funds 
(reflecting application of ‘realistic’ 
basis provisions for UK regulated 
with-profits funds)D2eii,H12

Total policyholder liabilities and unallocated surplus of 

with-profits fundsnote b 

Core structural borrowings of 

shareholder-financed operations:H13
Subordinated debt
Other

Total

Operational borrowings attributable to 

shareholder-financed operationsG1,H13

Borrowings attributable to with-profits fundsG1,H13
Other non-insurance liabilities:

Obligations under funding, securities lending and 

32 10,277

4,192

8,414

–

–

90,202 38,076 54,113

–
–

–

–
1,308

–
–

–

–
–

–
173

173

695
–

sale and repurchase agreements

1,570

–

4,002

–

–

–

–

–

–
–

–

4
–

–

–

–

–

–

–

1,987
798

2,785

1,278
–

– 136,030 132,776

– 23,446 29,550

– 14,501 14,032

–

8,414 13,959

– 182,391 190,317

–
–

–

–
–

1,987
971

2,958

1,570
922

2,492

1,977
1,308

3,081
987

–

–

5,572

4,081

Net asset value attributable to unit holders of 
consolidated unit trusts and similar funds

Current tax liabilities
Deferred tax liabilities
Accruals and deferred income
Other creditors
Provisions
Derivative liabilities
Other liabilities

Total

Total liabilities

1,775
61
1,225
202
1,151
76
3,027
210

877
–
–
–
–
–
–
213

126
142
1,974
193
1,793
251
1,269
416

1,065
40
11
205
2,898
97
292
51

–
–
–
–

–
599
19
30

3,843
842
3,229
630
1,262 (5,608) 1,496
461
4,832
890

37
244
–

–
–
–

3,556
1,237
3,402
599
1,020
575
1,080
791

9,297

1,090 10,166

4,659

2,191 (5,608) 21,795 16,341

100,807 39,166 65,147

4,663

6,254 (5,608) 210,429 213,218

Total equity and liabilities

100,854 39,166 70,674

6,306

4,150 (5,608) 215,542 219,382

172 Prudential plc Annual Report 2008

a Investments
Reconciliation of movement in investments 
A reconciliation of the Group’s directly held investments from the beginning of the year to the end of the year is as follows:

Insurance operations
Asia
£m

US
£m

UK
£m

Total
insurance

Asset
opera- manage-
ment
£m

tions
£m

Unallo-
cated
to a
segment
£m

Group
total
£m

At 1 January 2007

Total investments (including derivative assets)
Less: investments held by consolidated investment funds
Less: derivative liabilities 

138,537 36,129 13,725 188,391
(1,726)
–
(364)
(92)

(1,179)
(268)

(547)
(4)

2,963
–
(142)

240 191,594
– (1,726)
(510)
(4)

Directly held investments, net of derivative liabilities*

137,090 36,037 13,174 186,301

2,821

236 189,358

Net cash inflow from operating activities
Realised gains (losses) in the year
Unrealised gains (losses) in the year
Foreign exchange translation differences

Movement in the year of directly held investments,

net of derivative liabilities 

At 31 December 2007/1 January 2008

Total investments (including derivative assets)
Less: investments held by consolidated investment funds
Less: derivative liabilitiesG3

3,128
4,660
(2,789)
99

2,612
(47)
636
(601)

2,731
1,484
(128)
298

8,471
6,097
(2,281)
(204)

317
8
(22)
104

(210)
(16)
3
–

8,578
6,089
(2,300)
(100)

5,098

2,600

4,385 12,083

407

(223) 12,267

143,539 38,795 18,244 200,578
(1,345)
–
(849)
(158)

(662)
(689)

(683)
(2)

3,414
–
(186)

58 204,050
– (1,345)
(1,080)

(45)

Directly held investments, net of derivative liabilities

142,188 38,637 17,559 198,384

3,228

13 201,625

Net cash inflow from operating activities
Realised gains (losses) in the year
Unrealised gains (losses) in the year
Foreign exchange translation differences

Movement in the year of directly held investments, 

net of derivative liabilities 

At 31 December 2008

Total investments (including derivative assets)
Less: investments held by consolidated investment funds
Less: derivative liabilitiesG3

887
73
(26,932)

2,862
(385)
(8,825)
1,636 13,019

2,596
(273)

6,345
(585)
(4,199) (39,956)
4,993 19,648

(615)
9
(156)
545

5,815
85
(36)
(612)
(19) (40,131)
2 20,195

(24,336)

6,671

3,117 (14,548)

(217)

32 (14,733)

121,862 46,171 21,809 189,842
(1,710)
(4,296)

– (1,101)
(32)

(609)
(3,401)

(863)

3,303
–
(292)

289 193,434
– (1,710)
(4,832)

(244)

F
i

n
a
n
c
i
a
l

s
t
a
t
e
m
e
n
t
s

Directly held investments, net of derivative liabilities

117,852 45,308 20,676 183,836

3,011

45 186,892

*The above reconciliation analyses the movement of directly held investments net of derivative liabilities. The deduction of derivative liabilities reflects 
the fact that these are considered an integral part of the Group’s investment portfolio and the exclusion from investments is merely a matter of required
balance sheet presentation. The analysis excludes investments held in the balance sheet as a result the consolidation of Open-Ended Investment
Companies (OEICS) and unit trusts, as the Group’s exposure is merely to its share of the value of the fund as a whole rather than to the underlying
investments and other assets and liabilities.

B

173

Notes on the Group financial statements
B: Summary of results 
continued

B6: Group balance sheet continued

i

Information on the credit risks of debt securities

S&P – AAA
S&P – AA+ to AA-
S&P – A+ to A-
S&P – BBB+ to BBB-
S&P – Other

Moody’s – Aaa
Moody’s – Aa1 to Aa3
Moody’s – A1 to A3
Moody’s – Baa1 to Baa3
Moody’s – Other

Fitch
Other

UK
£m

18,981
6,012
15,929
7,413
1,033

49,368

681
833
678
454
162

2,808

560
6,135

Insurance operations
Asia
£m

US
£m

2008

Total
insurance
operations
£m

Asset
manage-
ment
£m

5,321
853
5,244
7,077
1,321

19,816

458
100
111
100
95

864

464
3,105

2,632
3,746
808
902
253

8,341

494
108
398
60
50

1,110

41
1,621

26,934
10,611
21,981
15,392
2,607

77,525

1,633
1,041
1,187
614
307

4,782

1,065
10,861

94,233

342
274
319
–
–

935

24
15
–
–
–

39

–
17

991

2007

Group
total
£m

28,014
9,673
17,087
11,017
2,204

67,995

1,817
750
1,019
588
546

4,720

1,062
10,207

83,984

Group
total
£m

27,276
10,885
22,300
15,392
2,607

78,460

1,657
1,056
1,187
614
307

4,821

1,065
10,878

95,224

Total debt securities

58,871

24,249

11,113

In the table above, Standard & Poor’s (S&P) ratings have been used where available. For securities where S&P ratings are not
immediately available, those produced by Moody’s and then Fitch have been used as an alternative. Notes D2(d), D3(d), D4(d) 
and E2 provide further details on the credit risks of debt securities by segment. 

ii Group exposure to holdings in asset-backed securities and monoline insurers 

a Asset-backed securities
The Group’s exposure to holdings in asset-backed securities which comprise residential mortgage-backed securities (RMBS), 
CDO funds and other asset-backed securities (ABS), at 31 December 2008 is as follows:

Shareholder-backed operations:
UK insurance operationsnote i
US insurance operationsnote ii
Asian insurance operationsnote iii
Other operationsnote iv

With-profits operations:
UK insurance operationsnote i
Asian insurance operationsnote iii

Total

i UK insurance operations
The UK insurance operations’ exposure to asset-backed securities at 31 December 2008 is analysed as follows:

Shareholder-backed business (70% AAA, 19% AA)
With-profits operations (74% AAA, 10% AA)

2008 £m

1,075
7,464
15
407

8,961

4,977
328

5,305

14,266

2008 £m

1,075
4,977

6,052

The UK insurance operations’ exposure to asset-backed securities is mainly made up of exposure to AAA rated securities as shown
in the table above. 

174 Prudential plc Annual Report 2008

All of the £1,075 million exposure of the shareholder-backed business relates to the UK market and primarily relate to investments
held by PRIL. £2,721 million of the £4,977 million exposure of the with-profits operations relates to exposure to the UK market while
the remaining £2,256 million relates to exposure to the US market. 

ii US insurance operations
US insurance operations’ exposure to asset-backed securities at 31 December 2008 comprises:

RMBS:

Sub-prime (91% AAA, 3% AA)
Alt-A (60% AAA, 15% AA)
Prime (87% AAA, 5% AA)

CMBS (85% AAA, 9% AA)
CDO funds (34% AAA, 14% AA) ,* including £6 million exposure to sub-prime
ABS (31% AAA, 16% AA), including £51 million exposure to sub-prime

Total

*Including the Group’s economic interest in Piedmont and other consolidated CDO funds.
Further details on Jackson’s RMBS sub-prime and Alt-A securities are given in note D3(d).

iii Asian insurance operations
The Asian insurance operations’ exposure to asset-backed securities is primarily held by the with-profits operations.
The £328 million asset-backed securities exposure of the Asian with-profits operations comprises:

RMBS – all without sub-prime exposure
CMBS
CDO funds and ABS

Total

2008 £m

291
646
3,572
1,869
320
766

7,464

2008 £m

46
88
194

328

The £328 million includes £259 million held by investment funds consolidated under IFRS in recognition of the control
arrangements for those funds and included an amount not owned by the Group with a corresponding liability of £32 million on 
the balance sheet for net asset value attributable to external unit-holders in respect of these funds, which are non-recourse to the
Group. Of the £328 million, 70% are investment graded by Standard & Poor’s.

iv Other operations
Other operations’ exposure to asset-backed securities at 31 December 2008 is held by Prudential Capital and comprises:

F
i

n
a
n
c
i
a
l

s
t
a
t
e
m
e
n
t
s

RMBS: Prime (75% AAA, 10% AA)
CMBS (68% AAA, 20% AA)
CDO funds – all without sub-prime exposure (AAA)
ABS (92% AAA)

Total

b Direct holdings in monoline insurers
The Group has no significant exposure to direct holdings in monoline insurers at 31 December 2008.

2008 £m

106
230
38
33

407

B

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Notes on the Group financial statements
B: Summary of results 
continued

B6: Group balance sheet continued

b Reconciliation of movement in policyholder liabilities and unallocated surplus of with-profits funds
A reconciliation of the total policyholder liabilities and unallocated surplus of with-profits funds of the Group from the beginning 
of the year to the end of the year is as follows:

At 1 January 2007
Premiums 
Surrenders
Maturities/Deaths

Shareholders’ transfers post tax
Investment-related items and other movements
Foreign exchange translation differences

At 31 December 2007/1 January 2008 

Premiums 
Surrenders
Maturities/Deaths

Shareholders’ transfers post tax
Investment-related items and other movements
Foreign exchange translation differences

At 31 December 2008

UK
£m

133,904
8,853
(4,528)
(6,787)

(279)
7,194
(67)

Insurance operations
Asia
£m

US
£m

Total
insurance
operations
£m

31,746
6,352
(3,476)
(490)

–
1,225
(509)

12,889
3,958
(1,032)
(395)

(21)
1,458
322

178,539
19,163
(9,036)
(7,672)

(300)
9,877
(254)

138,290

34,848

17,179

190,317

9,372
(4,281)
(8,324)

(284)
(16,331)
(2,481)

115,961

6,728
(3,852)
(564)

–
(4,552)
12,753

45,361

4,162
(1,191)
(354)

(23)
(4,293)
5,589

20,262
(9,324)
(9,242)

(307)
(25,176)
15,861

21,069

182,391

The items above represent the amount attributable to changes in policyholder liabilities and unallocated surplus of with-profits
funds as a result of each of the components listed.

176 Prudential plc Annual Report 2008

C: Group risk management

a Overview

As a provider of financial services, including insurance, the Group’s business is the managed acceptance of risk. The control
procedures and systems established within the Group are designed to manage, rather than eliminate, the risk of failure to meet
business objectives. They can only provide reasonable and not absolute assurance against material misstatement or loss, and
focus on aligning the levels of risk-taking with the achievement of business objectives.

The Group’s internal control processes are detailed in the Group Governance Manual. This is supported by the Group risk
framework, which provides an overview of the Group-wide philosophy and approach to risk management. Where appropriate,
more detailed policies and procedures have been developed at Group and/or business unit levels. These include Group-wide
mandatory policies on certain operational risks, including: health, safety, fraud, money laundering, bribery, business continuity,
information security and operational security. Additional guidelines are provided for some aspects of actuarial and finance activity.
Prudential’s risk governance framework requires that all of the Group’s businesses and functions establish processes for
identifying, evaluating and managing the key risks faced by the Group. The risk governance framework is based on the concept 
of ‘three lines of defence’: Risk management, risk oversight and independent assurance. Primary responsibility for strategy,
performance management and risk control lies with the Board, the Group Chief Executive and the chief executives of each
business unit. Risk oversight is provided by Group-level risk committees, chaired by the Chief Financial Officer with
representation from business units and Group Head Office functions. The committees’ oversight is supported by the Group Chief
Risk Officer. Independent assurance on the Group’s and business unit internal control and risk management systems is provided
by Group-wide Internal Audit reporting to the Group and business unit audit committees. 

The Group’s risk reporting framework forms an important part of the Group’s business planning process. Business units
review their risks as part of the annual preparation of their business plans and review opportunities and risks against business
objectives regularly with Group executive management.

Additional information on the Group’s risk framework is included in the risk and capital management section of the Group’s

business review.

The management of the risk attached to the Group’s financial instruments and insurance liabilities, together with the 

inter-relationship with the management of capital may be summarised in the following sections. 

b Group risk appetite

The Group risk appetite framework sets out the Group’s tolerance to risk management and return optimisation. The Group
defines and monitors aggregate risk limits for its earnings volatility and its capital requirements.

i Earnings volatility: 
The objectives of the limits are to ensure that (a) the volatility of earnings is consistent with stakeholder expectations, (b) the
Group has adequate earnings (and cash flows) to service debt and expected dividends and (c) that earnings (and cash flows) are
managed properly across geographies and are consistent with the Group’s funding strategies. The two measures used currently
are European Embedded Value (EEV) operating profit based on longer-term investment returns and International Financial
Reporting Standards (IFRS) operating profit based on longer-term investment returns.

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ii Capital requirements: 
The objectives of the limits are to ensure that (a) the Group meets the economic capital requirements at all times, (b) the Group
achieves its desired target rating to meet its business objectives and (c) supervisory intervention is avoided. The two measures
used are EU Insurance Groups Directive (IGD) capital requirements and economic capital requirements.

Business units must establish suitable market, credit, underwriting and liquidity limits that maintain financial risk exposures

within the defined Group risk appetite.

The Group’s risk appetite framework forms an integral part of its annual business planning cycle. Throughout the year, the
Group risk function monitors the Group’s risk profile against the agreed limits. Using submissions from business units, Group risk
function calculates the Group position (allowing for diversification effects between business units) relative to the limits implied by
the risk appetite statements.

The current market dislocation and increased risk of default led the Group to place an increased emphasis on the

management of market and credit risk in the course of 2008. Market risk is managed such that as conditions evolve the risk profile
is maintained within risk appetite in addition to business unit operational limits on credit risk, the Group sets counterparty risk
limits at Group level. Limits on the total Group-wide exposures to a single counterparty are specified within different credit rating
‘categories’. Actual exposures are monitored against these limits on a monthly basis.

B
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C

177

Notes on the Group financial statements
C: Group risk management
continued

c Risk mitigation and hedging

The Group manages its actual risk profile against our tolerance of risk. To do this, the Group maintains risk registers that include
details of the identified risks and of the controls and mitigating actions employed in managing them. Any mitigation strategies
involving large transactions, such as a material derivative transaction, are subject to scrutiny at Group level before
implementation.

The Group uses a range of risk management and mitigation strategies. The most important of these include: adjusting asset
portfolios to reduce investment risks (such as duration mismatches or overweight counterparty exposures); using derivatives to
hedge market risks; implementing reinsurance programmes to limit insurance risk; implementing corporate insurance
programmes to limit the impact of operational risks; and revising business plans where appropriate.

i Use of derivatives
In the UK and Asia, Prudential uses derivatives to reduce equity and credit risk, interest rate and currency exposures, and to
facilitate efficient investment management. In the US, Prudential uses derivatives to reduce interest rate risk, to facilitate efficient
portfolio management and to match liabilities under annuity policies, and for certain equity-based product management activities.

Further details of the Group’s use of derivatives are explained in note G3.

ii Asset/liability management
Prudential manages its assets and liabilities locally, in accordance with local regulatory requirements and reflecting the differing
types of liabilities of each business unit. Stochastic asset/liability modelling is carried out locally by business units to perform
dynamic solvency testing and assess capital requirements. Reserve adequacy testing under a range of scenarios and dynamic
solvency analysis is carried out, including under certain scenarios mandated by the US, the UK and Asian regulators.

A stochastic approach models the inter-relationship between asset and liability movements, taking into account asset

correlation and policyholder behaviour, under a large number of possible scenarios. These scenarios are projected forward over 
a period of time, typically 25 years, and the liabilities and solvency position of the fund are calculated in each scenario in each
future year. This allows the identification of which extreme scenarios will have the most adverse effects and what the best
estimate outcome may be. The fund’s policy on management actions, including bonus and investment policy, are then set in order
that they are consistent with the available capital and the targeted risk of default. This differs from a deterministic model, which
would only consider the results from one carefully selected scenario.

For businesses that are most sensitive to interest rate changes, such as immediate annuity business, Prudential uses cash flow
analysis to create a portfolio of fixed income securities whose value changes in line with the value of liabilities when interest rates
change. This type of analysis helps protect profits and the capital position from changing interest rates. In the UK, the cash flow
analysis is used in Prudential’s annuity business while, in the US, it is used for its interest-sensitive and fixed index annuities and
stable value products such as Guaranteed Investment Contracts (GICs). Perfect matching is not possible, for example because of
the nature of the liabilities (which might include guaranteed surrender values) and options for prepayment contained in the assets
or the unavailability of assets with a sufficiently long duration.

For businesses that are most sensitive to equity price changes, Prudential uses stochastic modelling and scenario testing to
look at the expected future returns on its investments under different scenarios that best reflect the large diversity in returns that
equities can produce. This allows Prudential to devise an investment and with-profits policyholder bonus strategy that, on the
model assumptions, allows it to optimise returns to its policyholders and shareholders over time, while maintaining appropriate
financial strength. Prudential uses this method extensively in connection with its UK with-profits business.

All of Prudential’s investments are held either for risk management or investment purposes. This is because almost all of the
investments support policyholder or customer liabilities of one form or another. Any assets that Prudential holds centrally that are
not supporting customer liabilities are predominantly invested in short-term fixed income and fixed maturity securities.

The Group has contingency plans in place for a range of operational risk scenarios, including incident management and
business continuity plans. As a contingency plan for liquidity risk, the Group has arranged access to committed revolving credit
facilities and committed securities lending facilities.

d Risk exposures

The Group publishes separately within ‘Additional Information’ of its Group Annual Report a section on key risk factors, which
discusses inherent risks in the business and trading environment.

i Market risks
Market risk is the risk that arises from adverse changes in the value of, or income from, assets and changes in interest rates or
exchange rates. 

Equity and interest rate risk
Prudential faces equity risk and interest rate risk because most of its assets are investments that are either equity type investments
and subject to equity price risk, or bonds, mortgages or cash deposits, the values of which are subject to interest rate risk. The
amount of risk borne by Prudential’s shareholders depends on the extent to which its customers share the investment risk
through the structure of Prudential’s products.

178 Prudential plc Annual Report 2008

The split of Prudential’s investments between equity investments and interest-sensitive instruments depends principally on the
type of liabilities supported by those investments and the amount of capital Prudential has available. The nature of some liabilities
allows Prudential to invest a substantial portion of its investment funds in equity and property investments that Prudential believes
produce greater returns over the long term. On the other hand Prudential has some liabilities that contain guaranteed returns and
allow instant access (for example, interest-sensitive fixed annuities and immediate annuities), which generally will be supported
by fixed income investments.

Foreign exchange risk
Prudential faces foreign exchange risk, primarily because its presentation currency is pounds sterling, whereas approximately 
53 per cent of Prudential’s operating profit from continuing operations based on longer-term investment returns, as described 
in note B1, for the year ended 31 December 2008, came from Prudential’s US and Asian operations. The exposure relating to 
the translation of reported earnings is not separately managed although its impact is reduced by interest payments on foreign
currency borrowings and by the adoption of average exchange rates for the translation of foreign currency revenues.

Approximately 83 per cent of the Group’s IFRS basis shareholders’ equity at 31 December 2008 arose in Prudential’s US and
Asian operations (2007: approximately 70 per cent). To mitigate the exposure of the US component there are US$1.55 billion of
borrowings held centrally. The Group has also entered into a US$2 billion net investment hedge which was reduced to US$600
million in December 2008 (see note G3). Net of the currency position arising from these instruments some 49 per cent of the
Group’s shareholders’ funds are represented by net assets in currencies other than sterling.

Additional details on the market risks’ exposures of the UK, US and Asian insurance operations are provided in notes D2, D3

and D4, respectively. 

ii Credit risk
Credit risk is the risk of loss to the Group if another party fails to perform its obligations, or fails to perform them in a timely
manner. Credit risk is the Group’s most significant financial risk.

Some of Prudential’s businesses, in particular Jackson, the PAC with-profits fund and Prudential’s UK pension annuity
business hold large amounts of interest-sensitive investments that contain credit risk on which a certain level of defaults is
expected. These expected losses are considered when Prudential determines the crediting rates, deposit rates and premium
rates for the products that will be supported by these assets. The key shareholder business exposed to credit risks is Jackson.
Certain over-the-counter derivatives contain a credit risk element that is controlled through evaluation of collateral agreements
and master netting agreements on interest rate and currency swaps. Prudential is also exposed to credit-related losses in the
event of non-performance by counterparties.

Further analysis of the credit quality for the Group is shown in note B6. Additional details on the credit quality of the debt

security portfolios of UK, US and Asian insurance operations are shown in notes D2, D3 and D4, respectively.

iii Liquidity risk
Liquidity risk is the risk that Prudential, though solvent on a balance sheet basis, either does not have the financial resources 
to meet its obligations as they fall due or can secure the resources only at excessive cost.The parent company has significant
internal resources of liquidity which are sufficient to meet all of its foreseeable future without having to utilise external funding.
The Group maintains committed borrowing and securities lending facilities. In aggregate the Group has £2.1 billion of undrawn
committed facilities of which it has recently renewed its £1.4 billion of the undrawn syndicated committed banking facility for a
further three years as well as renewing the £500 million securities lending back-up facility.

iv Insurance risk
Insurance risk is the inherent uncertainty as to the occurrence, amount and timing of insurance liabilities. This includes adverse
mortality, morbidity and persistency experience.

Prudential needs to make assumptions about a number of factors in determining the pricing of its products and for reporting

the results of its long-term business operations. In common with other industry participants, the profitability of the Group’s
businesses depends on a mix of factors including mortality and morbidity trends, voluntary discontinuance rates, investment
performance, unit cost of administration and new business acquisition expenses.

For example, the assumption that Prudential makes about future expected levels of mortality is particularly relevant for its UK

annuity business where, in exchange for their accumulated pension fund, pension annuity policyholders receive a guaranteed
payment, for as long as they live. Prudential conducts rigorous research into longevity risk using data from its substantial
annuitant portfolio. As part of its pension annuity pricing and reserving policy, Prudential UK assumes that current rates of
mortality continuously improve over time at levels based on adjusted data from the Continuous Mortality Investigations (CMI)
projections as published by the Institute and Faculty of Actuaries. 

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C

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Notes on the Group financial statements
C: Group risk management
continued

d Risk exposures continued

Prudential’s voluntary discontinuance (persistency) assumptions reflect recent past experience for each relevant line of business,
and any expectations of future persistency. Where appropriate, allowance is also made for the relationship, which is either assumed
or historically observed, between persistency and investment returns and the resulting additional risk is allowed for.

v Non-financial risks – operational, business environment and strategic risk
Operational risk is the risk of direct or indirect loss resulting from inadequate or failed internal processes, people, systems or from
external events. Business environment risk may arise from exposure to forces in the external environment that could significantly
change the fundamentals that drive the business’s overall objectives and strategy. Strategic risk may arise from ineffective,
inefficient or inadequate senior management processes for the development and implementation of business strategy in relation
to the business environment and the Group’s capabilities.

Prudential is exposed to operational, business environment and strategic risk in the course of running its businesses.

Prudential processes a large number of complex transactions across numerous and diverse products, and is subject to a number
of different legal and regulatory regimes. Prudential has a significant number of third-party relationships that are important to the
distribution and processing of its products, as market counterparties and as business partners.

Quantitative analysis of operational risk exposures material to the Group is used to inform decisions on the overall amount of

capital held and the adequacy of the corporate insurance programme.

e Regulatory capital requirements

Regulatory capital requirements apply at an individual company level for the Group’s life assurance and asset management
business. These are described in sections D5 and E3 respectively.

In addition, the Group as a whole is subject to the capital adequacy requirements of the Insurance Groups Directive (IGD) as
implemented by the FSA. The IGD pertains to groups whose activities are primarily concentrated in the insurance sector. Under
this test the surplus capital held in each of the regulated subsidiaries is aggregated with the free assets of non-regulated
subsidiaries. From this total Group borrowings are deducted, other than subordinated debt issues which qualify as capital. 
No credit for the benefit of diversification is allowed for under this approach. The test is passed when this aggregate number 
is positive: a negative result at any point in time is a notifiable breach of UK regulatory requirements.

Due to the geographically diverse nature of Prudential’s operations, the application of these requirements to Prudential is

complex. In particular, for many of the Group’s Asian operations the assets, liabilities and capital requirements have to be
recalculated based on FSA regulations as if the companies were directly subject to FSA regulation.

The FSA has established a structure for determining how much hybrid debt can count as capital which is similar to that used
for banks. It categorises capital as Tier 1 (equity and preference shares), Upper Tier 2 and Lower Tier 2. Up to 15 per cent of Tier 1
capital can be in the form of hybrid debt and is called ‘Innovative Tier 1’. At 31 December 2008 the Group held £1,059 million
(31 December 2007: £763 million) of Innovative Tier 1 capital in the form of perpetual securities, £nil (£nil) of Upper Tier 2 and
£1,101 million (£932 million) of Lower Tier 2 capital. The increase in these amounts reflects exchange rate movements in 2008.
Further details on these amounts and other Group borrowings are shown in note H13.

At 31 December 2007, Prudential met the requirements of the IGD. In addition, during 2008, Prudential met the ‘hard test’ 

of the FSA under the IGD. The IGD position as at 31 December 2008 will be submitted to the FSA by 30 April 2009 and at the 
time of preparation of these financial statements the surplus capital under the test was estimated to be around £1.7 billion before
allowing for the 2008 final dividend giving a solvency ratio of 160 per cent. This is composed of the Group’s IGD surplus at 
31 December 2008 which is estimated at £1.4 billion and of an additional £0.3 billion which the FSA has allowed the Group to
include in the Group’s IGD surplus going forward as a result of an innovative structure the Group has developed. The £0.3 billion
additional capital reflects the Group’s ability to realise a portion of the shareholders’ economic interest in the future transfers from
the PAC with-profits fund. The intended sale of the Taiwan agency business announced on 20 February 2009, as discussed in
note I10, will when completed increase the IGD surplus capital by approximately £0.8 billion, further strengthening IGD surplus
capital to £2.5 billion.

Prudential’s approach to capital allocation takes into account a range of factors, especially risk adjusted returns on capital, 
the impact of alternative capital measurement bases (accounting, regulatory, economic and ratings agency assessments), tax
efficiency and wider strategic objectives. 

Prudential optimises capital allocation across the Group by using a consistent set of capital performance metrics across all

business units to ensure meaningful comparison. Capital utilisation, return on capital and new business value creation are
measured at a product level. The use of these capital performance metrics is embedded into our decision-making processes 
for product launches, product design and product pricing.

Prudential’s capital performance metrics are based on economic capital, which provides a realistic and consistent view of our
capital requirements across the Group, allowing for diversification benefits. Economic capital also provides valuable insights into
our risk profile and is used both for risk measurement and capital management. 

Prudential’s detailed understanding of risk adjusted performance allows to manage proactively its allocation of capital to write

new business to maximise risk adjusted value creation.

180 Prudential plc Annual Report 2008

D: Life assurance businesses

D1: Group overview

a Products and classification for IFRS reporting
The measurement basis of assets and liabilities of long-term business contracts is dependent upon the classification of the
contracts under IFRS. Under IFRS 4, contracts are initially classified as being either ‘insurance’ contracts, if the level of insurance
risk in the contracts is significant, or investment contracts, if the risk is insignificant.

Insurance contracts
Insurance contracts are permitted to be accounted for under previously applied GAAP. The Group has chosen to adopt this
approach. However, as an improvement to accounting policy, permitted by IFRS 4, the Group has applied the measurement
principles for with-profits contracts of UK regulated entities and disclosures of the UK Standard FRS 27 from 1 January 2005. 
An explanation of the provisions under FRS 27 is provided in note D2.

Under the previously applied GAAP, UK GAAP, the assets and liabilities of contracts are reported in accordance with 

the MSB of reporting as set out in the ABI SORP.

The insurance contracts of the Group’s shareholder-backed business fall broadly into the following categories:

• UK insurance operations 

– bulk and individual annuity business, written primarily by Prudential Retirement Income Limited and other 

categories of non-participating UK business;

• Jackson 

– fixed and variable annuity business and life insurance; and

• Prudential Corporation Asia 

– non-participating term, whole life, and unit-linked policies, together with accident and health policies.

Investment contracts
Investment contracts are further delineated under IFRS 4 between those with and without discretionary participation features. 
For those contracts with discretionary participation features, IFRS 4 also permits the continued application of previously applied
GAAP. The Group has adopted this approach, again subject to the FRS 27 improvement.

For investment contracts that do not contain discretionary participation features, IAS 39 and, where the contract includes an
investment management element, IAS 18, apply measurement principles to assets and liabilities attaching to the contract that may
diverge from those previously applied. 

Contracts of the Group, which are classified as investment contracts that do not contain discretionary participation features,

can be summarised as:

• UK 

– certain unit-linked savings and similar contracts;

• Jackson 

– GICs and funding agreements
– minor amounts of ‘annuity certain’ contracts; and

• Prudential Corporation Asia 

– minor amounts for a number of small categories of business.

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The accounting for the contracts of UK insurance operations and Jackson’s GICs and funding agreements are considered 
in turn below:

i Certain UK unit-linked savings and similar contracts
Deferred acquisition costs
Acquisition costs are deferred to the extent that it is appropriate to recognise an asset that represents the entity’s contractual right
to benefit from providing investment management services and are amortised as the entity recognises the related revenue. 
IAS 18 further reduces the costs potentially capable of deferral to incremental costs only. Deferred acquisition costs are amortised
to the income statement in line with service provision.

Deferred income reserves
These are required to be established under IAS 18 with amortisation over the expected life of the contract. The majority of the
relevant UK contracts are single premium with the initial deferred income reflecting the ‘front-end load’ i.e. the difference
between the premium paid and the amount credited to the unit fund. Deferred income is amortised to the income statement in
line with service provision. The amortisation profile is either on a straight-line basis or, if more appropriate, a further deferral of
income recognition is applied.

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Notes on the Group financial statements
D: Life assurance businesses
continued

D1: Group overview continued

Sterling reserves
Prudent provisions established for possible future expenses not covered by future margins at a policy level reflecting the
regulatory approach in the UK are not permitted for those contracts with insignificant insurance risk that are classified as
investment contracts.

ii Jackson – GICs and funding arrangements
Under a traditional GIC, the policyholder makes a lump sum deposit. The interest rate paid is fixed and established when the
contract is issued. Funding agreements are of a similar nature but the interest rate may be floating, based on a rate linked to an
external index. The US GAAP accounting requirements for such contracts are very similar to those under IFRS on the amortised
cost model for liability measurement.

b Concentration of risk
i Business accepted
The Group’s exposure to life assurance risks is well-diversified. This is achieved through the geographical spread of the Group’s
operations and, within those operations, through a broad mix of product types. 

As part of the risk management framework, the Group regularly monitors concentration of risk using a variety of risk
monitoring tools. Scenario testing and sensitivity analysis for the Group capital and profitability metrics involving IGD, Group
economic capital, EEV and IFRS help identify concentrations of risks by risk types, products and business units, as well as the
benefits of diversification of risks. 

Credit risk remains one of the largest risk exposures. This reflects the relative size of exposure in Jackson and the UK

shareholder annuities business. An example of the diversification benefits for Prudential is that adverse scenarios do not affect all
business units in the same way, providing natural hedges within the Group. For example, the Group’s US business is sensitive to
increasing interest rates, whereas, in contrast, several business units in Asia benefit from increasing rates. Conversely, these Asian
business units are sensitive towards low interest rates, whereas for certain products in the US benefits from falling interest rates.
The economic capital framework also takes into account situations where factors are correlated, for example the extent of
correlation between UK and US economies.

The Group manages concentration of credit risks by setting limits on the maximum exposure to each counterparty based on
their credit ratings. Business units are also required to disclose to the Group risk function all material risks, along with information
on their severity and likelihood, and mitigating actions taken or planned.

ii Ceded business
The Group cedes certain business to other insurance companies. Although the ceding of insurance does not relieve the 
Group of liability to its policyholders, the Group participates in such agreements for the purpose of managing its loss exposure.
The Group evaluates the financial condition of its reinsurers and monitors concentration of credit risk from similar geographic
regions, activities or economic characteristics of the reinsurers to minimise its exposure from reinsurer insolvencies. There 
are no significant concentrations of reinsurance risk. At 31 December 2008, 98 per cent (2007: 98 per cent) of the reinsurance
recoverable insurance assets were ceded by the Group’s UK and US operations, of which 91 per cent (2007: 88 per cent) of the
balance were from reinsurers with Standard & Poor’s rating AA- and above. As a result of downgrading subsequent to the year
end based on the ratings at the time of signing these consolidated financial statements, 93 per cent of the reinsurance recoverable
insurance assets ceded by the Group UK and US operations were rated A and above with 39 per cent were rated AA- and above.

c Guarantees
Notes D2(e), D3(e), D4(e) and D4(j) provide details of guarantee features of the Group’s life assurance products. In the UK,
guarantees of the with-profits products are valued for accounting purposes on a market consistent basis for 2008 as described 
in section D2(g)(ii). The UK business also has products with guaranteed annuity option features, mostly within SAIF, as described
in section D2(e). There is little exposure to financial options and guarantees in the shareholder-backed business of the UK
operations. The US business annuity products have a variety of option and guarantee features as described in section D3(e).
Jackson’s derivative programme seeks to manage the exposures as described in section D3(f). The most significant exposure 
for the Group arises on Taiwan whole of life policies as described in section D4(j)(iii).

182 Prudential plc Annual Report 2008

d Amount, timing and uncertainty of future cash flows from insurance contracts
The factors that affect the amount, timing and uncertainty of future cash flows from insurance contracts depend upon 
the businesses concerned as described in subsequent sections. In general terms, the Group is managed by reference to a
combination of measures. These measures include IFRS basis earnings, net shareholder cash flow to or from business units 
from or to central funds, and movements in the present value of future expected distributable earnings of in-force long-term
insurance business. The latter item when added to the net assets is commonly referred to as Embedded Value.

The Group prepares and publishes supplementary information in accordance with the European Embedded Value (EEV)
principles issued by the CFO Forum of European Insurance Companies in May 2004 and expanded by the addition of Additional
Guidance on EEV Disclosures published in October 2005. Key elements of the EEV principles are the approach applied to
allowing for risk and the use of best estimate assumptions to project future cash flows arising from the contracts.

The business covered by the EEV basis results includes both investment contracts as well as insurance contracts (as defined

under IFRS 4). Investment contracts form a relatively small part of the Group’s long-term business as demonstrated by the
carrying value of policyholder liabilities shown in the Group balance sheet.

The projected cash flows are those expected to arise under the contracts such as those arising from premiums, claims and
expenses after appropriate allowance for future lapse behaviour and mortality and morbidity experience. The cash flows also
include the expected future cash flows on assets covering liabilities and encumbered capital.

Encumbered capital is based on the Group’s internal target for economic capital subject to it meeting at least the local
statutory minimum requirements. Economic capital is assessed using internal models but does not take credit for the significant
diversification benefits that exist within the Group.

The valuation of the future cash flows also takes account of the ‘time value’ of option and guarantee features of the Group’s
long-term business contracts. The time value reflects the variability of economic outcomes in the future. Where appropriate, a 
full stochastic valuation is undertaken to determine the value of the in-force business. Common principles are adopted across the
Group for the stochastic asset model classes, for example, separate modelling of individual asset classes but with allowance for
correlation between the various asset classes. In deriving the time value of financial options and guarantees, management actions
in response to emerging investment and fund solvency conditions are modelled. In all instances, the modelled actions are in
accordance with approved local practice and therefore reflect the options actually available to management. For the PAC 
with-profits sub-fund, the actions are consistent with those set out in the Principles and Practices of Financial Management.
The present value of the future distributable earnings is calculated using a risk discount rate which reflects both the time 
value of money and the risks associated with the cash flows that are not otherwise allowed for. The risk allowance covers market
and non-market risks.

Under Capital Asset Pricing Methodology (CAPM), the discount rate is determined as the aggregate of the risk-free rate and
the risk margin for market risk. The latter is calculated as the ‘beta’ multiplied by the equity risk premium. Under CAPM, the beta
of a portfolio or product measures its relative market risk. The risk discount rates reflect the market risk inherent in each product
group and hence the volatility of product cash flows. They are determined by considering how the profits from each product are
impacted by changes in expected returns on various asset classes, and by converting this into a relative rate of return, it is possible
to derive a product specific beta.

Product specific discount rates are used in order to reflect the risk profile of each major territory and product group. 
No allowance is required for non-market risks where these are assumed to be fully diversifiable. The majority of non-market 
risks are considered to be diversifiable. Finance theory cannot be used to determine the appropriate component of beta 
for non-diversifiable non-market risks since there is no observable risk premium associated with it that is akin to the equity 
risk premium. Recognising this, a pragmatic approach has been used. A constant margin of 50 basis points (2007: 50 basis 
points) has been added to the risk margin derived for market risk to cover the non-diversifiable non-market risks associated 
with the business. For the UK shareholder-backed annuity business an additional margin of 100 basis points was used 
(2007: 100 basis points).

Product level betas are calculated each year. They are combined with the most recent product mix to produce 

appropriate betas and risk discount rates for each major product grouping.

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D

183

Notes on the Group financial statements
D: Life assurance businesses
continued

D1: Group overview continued

e Sensitivity of IFRS basis profit or loss and equity to market and other risks 
i Overview of risks by business unit
The financial assets and liabilities attaching to the Group’s life assurance business are, to varying degrees, subject to market and
insurance risk and other changes of experience assumptions that may have a material effect on IFRS basis profit or loss and equity.
Market risk is the risk that the fair value or future cash flows of a financial instrument or, in the case of liabilities of insurance

contracts, their carrying value will fluctuate because of changes in market prices. Market risk comprises three types of risk,
namely:

• Currency risk: due to changes in foreign exchange rates;
• interest rate risk: due to changes in market interest rates; and
• other price risk: due to fluctuations in market prices (other than those arising from interest rate risk or currency risk).

Policyholder liabilities relating to the Group’s life assurance businesses are also sensitive to the effects of other changes in
experience, or expected future experience, such as for mortality, other insurance risk and lapse risk.

In addition, the profitability of the Group’s life assurance businesses and, as described in Section E, Asset management

business, is indirectly affected by the performance of the assets covering policyholder liabilities and related capital.

Three key points are to be noted, namely:

• The Group’s with-profit and unit-linked funds absorb most market risk attaching to the fund’s investments. Except for 

second order effects, for example on asset management fees and shareholders’ share of cost of bonuses for with-profits
business, shareholder results are not directly affected by market value movements on the assets of these funds;
• the Group’s shareholder results are most sensitive to market risks for assets of shareholder-backed business; and
• the main exposures of the Group’s IFRS basis results to market risk for life assurance operations on investments of 

shareholder-backed business are for debt securities.

The most significant items for which the IFRS basis profit or loss and equity for the Group’s life assurance business is sensitive 
to these variables are shown in the following tables. The distinction between direct and indirect exposure is not intended to
indicate the relative size of the sensitivity.

184 Prudential plc Annual Report 2008

Type of business

Investments/derivatives

Liabilities/unallocated

Other exposure

Insurance and lapse risk

Market and credit risk

UK insurance operations (see also section D2(j))
With-profits business 

Net neutral direct exposure (Indirect exposure only)

(including Prudential 
Annuities Limited)

Investment performance Persistency risk to
subject to smoothing
through declared bonuses transfers

future shareholder 

SAIF sub-fund

Net neutral direct exposure (Indirect exposure only) Asset management fees 

earned by M&G

Investment performance  Persistency risk
through asset 
management fees

Mortality experience
and assumptions for
longevity

Persistency risk

Spread difference
between earned rate
and rate credited to
policyholders

Lapse risk but the
effects of extreme 
events are mitigated
by the use of 
swaption contracts

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Unit-linked business

Net neutral direct exposure (Indirect exposure only)

Asset/liability mismatch risk

Shareholder-backed 
annuity business 

Credit risk

Interest rate risk for assets 
in excess of liabilities 
i.e. representing 
shareholder capital

US insurance operations (see also section D3(j))
All business

Currency risk

Variable annuity
business

Fixed indexed 

annuity business

Net effect of market risk arising from incidence of 
guarantee features and variability of asset management
fees offset by derivative hedging programme

Derivative hedge
programme to the 
extent not fully hedged 
against liability and 
fund performance

Incidence of equity 
participation features

Fixed indexed annuity, 
Fixed annuity and
GIC business

Credit risk
Interest rate risk

These risks are reflected in 
volatile profit or loss and 
shareholders’ equity for 
derivative value movements 
and impairment losses, and, 
in addition, for shareholders’ 
equity for value movements 
on fixed income securities 
classified as ‘available for
sale’ under IAS 39

Asian insurance operations (see also section D4(j))

All business 

Currency risk

With-profits business

Net neutral direct exposure (Indirect exposure only)

Unit-linked business 

Net neutral direct exposure (Indirect exposure only)

Non-participating business
(in particular Taiwan)

Interest rate and price risk

Long-term interest rates

Investment performance 
subject to smoothing 
through declared bonuses

Investment performance 
through asset 
management fees

Mortality and 
morbidity risk

Persistency risk

D

185

Notes on the Group financial statements
D: Life assurance businesses
continued

D1: Group overview continued

IFRS shareholder results – Exposures for market and other risk 

ii
Key Group exposures
The IFRS operating profit based on longer-term investment returns for UK insurance operations has high potential sensitivity 
for changes to longevity assumptions affecting the carrying value of liabilities to policyholders for shareholder-backed annuity
business. In addition, at the total IFRS profit level the result is sensitive to temporary value movements on assets backing 
IFRS equity. 

For Jackson at the level of operating profit based on longer-term investment returns, the results are sensitive to market

conditions to the extent of income earned on spread-based products and equity-based exposure (excluding movement in market
implied volatility and based on average Corporate AA interest rates) not mitigated by the equity and interest derivative
programmes. Jackson’s total profit and equity are exposed to similar market movements (including the effects of movements in
market implied volatility and actual Corporate AA interest rates). In each case, IFRS profit or loss and equity movements arise from
the accounting rather than economic effect of market value movements on assets and derivatives attaching to fixed annuity, term
and institutional business.

Jackson’s derivative programme is used to substantially mitigate equity market risk attaching to its equity-based products and

interest rate risk associated with its spread-based products. Movements in interest rates and credit spreads materially affect the
carrying value of derivatives which are used to manage the liabilities to policyholders and backing investment assets of fixed
annuity and other general account business. Combined with the use of US GAAP measurement for the asset and liabilities for the
insurance contracts, which is largely insensitive to current period market movements, the Jackson total profit (i.e. including short-
term fluctuations in investment returns) is very sensitive to market movements. In addition to these effects the Jackson IFRS
equity is sensitive to the impact of interest rate and credit spread movements on the value of fixed income securities. Movements
in unrealised appreciation on these securities are included as movement in equity (i.e. outside the income statement).

For Asian operations, other than possibly for the impact of any alteration to assumed long-term interest rates in Taiwan, the
operating profit based on longer-term investment returns is mainly affected by the impact of market levels on unit-linked business
persistency, and other insurance risk.

At the total IFRS profit level the Asian result is affected by short-term value movements on the asset portfolio for non-linked

shareholder-backed business.

M&G profits are affected primarily by movements in the growth in funds under management and of the effect any impairment

on the loan book and fair value movements on debt securities held by Prudential Capital.

Market and credit risk
UK insurance operations
With-profits business

• With-profits business

Shareholder results of UK with-profits business are sensitive to market risk only through the indirect effect of investment
performance on declared policyholder bonuses.

The investment assets of the PAC with-profits fund are subject to market risk. However, changes in their carrying value, net 

of related changes to asset-share liabilities of with-profit contracts, affect the level of unallocated surplus of the fund. As
unallocated surplus is accounted for as a liability under IFRS, movements in its value do not affect shareholders’ profit or equity.
The shareholder results of the UK with-profits fund correspond to the shareholders’ share of the cost of bonuses declared

on the with-profits business. This currently corresponds to one-ninth of the cost of bonuses declared.

Investment performance is a key driver of bonuses, and hence the shareholders’ share of cost of bonuses. Due to the 
‘smoothed’ basis of bonus declaration the sensitivity to investment performance in a single year is low. However, over multiple
periods it is important.

• Prudential Annuities Limited (PAL)

PAL’s business is not with-profit, it writes annuity business. However, as PAL is owned by the PAC with-profits sub-fund,
changes in the carrying value of PAL’s assets and liabilities are reflected in the liability for unallocated surplus which as
described above, changes to which do not affect shareholder results.

• Scottish Amicable Insurance Fund (SAIF)

SAIF is a ring-fenced fund in which, apart from asset management fees, shareholders have no interest. Accordingly, the Group’s
IFRS profit and equity are insensitive to the direct effects of market risk attaching to SAIF’s assets and liabilities.

186 Prudential plc Annual Report 2008

Shareholder-backed business
The factors that may significantly affect the IFRS results of UK shareholder-backed business are the mortality experience 
and assumptions and credit risk attaching to the annuity business of Prudential Retirement Income Limited and the PAC 
non-profit sub-fund.

• Prudential Retirement Income Limited (PRIL)

The assets covering PRIL’s liabilities are principally debt securities and other investments that are held to match the expected
duration and payment characteristics of the policyholder liabilities. These liabilities are valued for IFRS reporting purposes by
applying discount rates that reflect the market rates of return attaching to the covering assets.

Except mainly to the extent of any minor asset/liability duration mismatch and exposure to credit risk, the sensitivity of the
Group’s results to market risk for movements in the carrying value of PRIL’s liabilities and covering assets is broadly neutral on 
a net basis.

The main market risk sensitivity for PRIL arises from interest rate risk on the debt securities which substantially represent
IFRS equity. This equity comprises the net assets held within the long-term fund of the company that cover regulatory basis
liabilities that are not recognised for IFRS reporting purposes, for example contingency reserves, and shareholder capital held
outside the long-term fund.

The principal items affecting the IFRS results for PRIL are mortality experience and assumptions and credit risk.

• PAC non-profit sub-fund

The PAC non-profit sub-fund principally comprises annuity business previously written by Scottish Amicable Life, credit life,
unit-linked and other non-participating business.

The financial assets covering the liabilities for those types of business are subject to market risk. However, for the annuity
business the same considerations as described above for PRIL apply, whilst the liabilities of the unit-linked business change in
line with the matching linked assets. Other liabilities of the PAC non-profit sub-fund are broadly insensitive to market risk.

• Other shareholder-backed unit-linked business

Due to the matching of policyholder liabilities to attaching asset value movements the UK unit-linked business is not directly
affected by market or credit risk. The principal factor affecting the IFRS results is investment performance through asset
management fees.

Jackson
The IFRS basis results of Jackson are highly sensitive to market risk on the assets covering liabilities other than variable annuity
business segregated in the separate accounts.

Invested assets covering liabilities for these types of business and related capital comprise principally debt securities classified

as available-for-sale. Value movements for these securities are reflected as movements in shareholders’ equity. Other invested
assets and derivatives are carried at fair value with the value movements reflected in the income statement.

By contrast, the IFRS insurance liabilities for these types of business of Jackson, by the application of grandfathered GAAP

under IFRS 4, are measured on US GAAP bases which with the exception of certain items covered by the equity hedging
programme, are generally insensitive to temporary changes in market conditions or the short-term returns on the attaching 
asset portfolios.

These differences in carrying value of debt securities, other invested assets, derivatives and insurance liabilities give rise 
to potentially significant volatility in the IFRS income statement and shareholders’ equity. As with other shareholder-backed
business the profit or loss for Jackson is presented in the Group’s supplementary basis of reporting as described in note B1, 
by distinguishing the result for the year between an operating result based on longer-term investment returns and short-term
fluctuations in investment returns. In this way the most significant direct effect of market changes that have taken place to the
Jackson result are separately identified.

Excluding these short-term effects, the factors that most significantly affect the Jackson IFRS operating result based on long-

term investment returns are:

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• Variable annuity business – net effect of market risk arising from the incidence and valuation guarantee features and variability
of asset management fees offset by derivative hedging performance. The net effect of market risk in Jackson’s guarantees and
derivatives included in operating result excludes the impact of changes in market implied volatility. Further movements in
reserves for guarantees reflected in operating result are also based on a long-term average Corporate AA credit curve instead 
of the actual Corporate AA credit curve at the valuation date;

• fixed annuity business – the spread differential between the earned rate and the rate credited to policyholders; and
• fixed index annuity business – the spread differential between the earned rate and the rate credited to policyholders and

incidence of equity index participation features, net of the related hedging performance.

D

In addition, the total profit for Jackson is affected by the level of impairment losses on the debt securities portfolios, short-term
value movements on derivatives held to manage the fixed annuity and other general account business, other temporary value
movements on portfolio investments, and those arising on revaluing the embedded derivative components of variable annuity
liabilities for the effects of short-term movements in AA corporate bond rate curves and equity volatility levels.

187

Notes on the Group financial statements
D: Life assurance businesses
continued

D1: Group overview continued

Asian operations
For Asian with-profits business the same features apply as described above for UK with-profits business. Similarly, as for other
parts of the Group, for unit-linked business the main factor affecting IFRS basis results is investment performance through asset
management fees.

The sensitivity of the IFRS basis results of the Group’s Asian operations to market risk is primarily restricted to the non-

participating business.

This sensitivity is primarily reflected through the volatility of asset returns coupled with the fact that the accounting carrying

value of liabilities to policyholders are only partially sensitive to changed market conditions. As for UK shareholder-backed
operations and Jackson, the IFRS profit is distinguished in the Group’s supplementary analysis so as to distinguish operating
profits based on longer-term investment return and short-term fluctuations in investment returns.

In addition to these features the overriding factor that affects IFRS basis results for Asian non-participating business is the
return on the assets covering the Taiwan whole of life policies. This factor directly affects the actual return in any given reporting
period. In addition though, the measurement of the liabilities to policyholders and the carrying value of deferred acquisition costs
for this business is dependant upon an assessment of longer-term interest rates. This key feature is described in more detail in
notes D4(g) and (j)(iii).

Insurance and lapse risk
The features described above cover the main sensitivities of IFRS profit and loss and equity for market, insurance and credit risk.
Lapse and longevity risk may also be a key determination of IFRS basis results with variable impacts.

In the UK, adverse persistency experience can affect the level of profitability from with-profits and unit-linked business. 
For with-profits business in any given year, the amount represented by the shareholders’ share of cost of bonus may be only
marginally affected. However, altered persistency trends may affect future expected shareholder transfers.

By contrast, Group IFRS operating profit is particularly sensitive to longevity shocks that result in changes of assumption for

the UK shareholder-backed annuity business.

Jackson is sensitive to lapse risk. However, Jackson uses swaption derivatives to ameliorate the effect of a sharp rise in interest

rates, which would be the most likely cause of a sudden change in policyholder behaviour.

Impact of diversification on risk exposure

iii
The Group enjoys significant diversification benefits. This arises because not all risk scenarios will happen at the same time and
across all geographic regions. The Group tests the sensitivities of results to different correlation factors such as:

Correlation across geographic regions
• Financial risk factors
• Non-financial risk factors.

Correlation across risk factors
• Longevity risk
• Expenses
• Persistency
• Other risks.

The effect of Group diversification is to significantly reduce the aggregate standalone volatility risk to IFRS operating profit based
on longer-term investment returns. The effect is almost wholly explained by the correlations across risk types, in particular
longevity risk. 

f Duration of liabilities
Under the terms of the Group’s contracts, as for life assurance contracts generally, the contractual maturity date is the earlier of
the end of the contract term, death, other insurable events or surrender. The Group has therefore chosen to provide details of
liability duration that reflect the actuarially determined best estimate of the likely incidence of these factors on contract duration.
Details are shown in sections D2(k), D3(k) and D4(k). 

In the years 2004 to 2008, claims paid on the Group’s life assurance contracts including those classified as investment
contracts under IFRS 4 ranged from £13 billion to £19 billion. Indicatively, it is to be expected that, of the Group’s policyholder
liabilities (excluding unallocated surplus) at 31 December 2008 of £174 billion, the amounts likely to be paid in 2009 will be of 
a similar magnitude.

188 Prudential plc Annual Report 2008

D2: UK insurance operations

a Summary balance sheet
In order to explain the different types of UK business and fund structure, the balance sheet of the UK insurance operations 
may be analysed by the assets and liabilities of the Scottish Amicable Insurance Fund (SAIF), the PAC with-profits sub-fund, 
unit-linked, annuity (principally PRIL) and other business. The assets and liabilities of these funds and subsidiaries are shown 
in the table below.

PAC with-profits sub-fund note i

Other funds and subsidiaries

Scottish
Amicable
Excluding
Insurance Prudential
Annuities
Limited
£m

Fund
note ii
£m

Prudential
Annuities
Limited
note iii
£m

Unit-
linked
assets 
and
liabilities
£m

Annuity
and other
long-term 
business
£m

Total
note iv
£m

UK insurance
operations

2008

2007

Total
£m

Total
£m

Total
£m

Assets
Intangible assets attributable to 

shareholders: 
Deferred acquisition costs 
and other intangible assets

Intangible assets attributable 
to PAC with-profits fund: 
In respect of acquired subsidiaries 
for venture fund and other 
investment purposes 
Deferred acquisition costs

Total

Deferred tax assets
Other non-investment and

non-cash assets

Investments of long-term business 

and other operations:
Investment properties
Financial investments:

Loansnote v
Equity securities and portfolio
holdings in unit trusts

Debt securitiesnote vi
Other investmentsnote vii
Deposits

134

134

134

134

134

134

157

157

–
3

3

3

7

174
10

184

184

174

–
–

–

–

98

174
10

184

184

272

–
–

–

–

–

–
–

–

134

234

–
–

–

134

234

174
13

187

321

513

192
19

211

368

105

244

2,246

380

2,626

443

1,649

2,092

4,962

4,110

882

8,365

664

9,029

710

1,338

2,048

11,959

13,666

194

1,000

151

1,151

–

557

557

1,902

1,245

3,718
4,218
777
649

25,056
21,658
2,761
3,974

247
11,888
219
160

25,303
33,546
2,980
4,134

9,827
4,409
136
489

32
16,698
267
818

9,859
21,107
403
1,307

38,880
58,871
4,160
6,090

60,829
57,180
3,391
7,228

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Total investments

10,438

62,814

13,329

76,143

15,571

19,710

35,281

121,862 143,539

Held for sale assets
Cash and cash equivalents

–
196

–
707

–
184

–
891

–
979

–
505

–
1,484

–
2,571

30
1,869

Total assets

10,888 66,125

13,991

80,116

16,993

22,232

39,225 130,229 150,021

D

189

Notes on the Group financial statements
D: Life assurance businesses
continued

D2: UK insurance operations continued

PAC with-profits sub-fund note i

Other funds and subsidiaries

Scottish
Amicable
Excluding
Insurance Prudential
Annuities
Limited
£m

Fund
note ii
£m

Prudential
Annuities
Limited
note iii
£m

Unit-
linked
assets 
and
liabilities
£m

Annuity
and other
long-term 
business
£m

Total
note iv
£m

UK insurance
operations

2008

2007

Total
£m

Total
£m

Total
£m

Equity and liabilities
Equity
Shareholders’ equity
Minority interests

Total equity

Liabilities
Policyholder liabilities and unallocated
surplus of with-profits funds:
Insurance contract liabilities
Investment contract liabilities 

with discretionary 
participation features
Investment contract liabilities 
without discretionary 
participation features

Unallocated surplus of 
with-profits funds 
(reflecting application 
of ‘realistic’ provisions 
for UK regulated 
with-profits funds)

–
16

16

–
31

31

–
–

–

–
31

31

–
–

–

1,655
–

1,655

1,655
–

1,655

1,655
47

1,702

1,364
42

1,406

9,524

29,486

11,477

40,963

6,041

16,228

22,269

72,756

82,938

494

22,873

–

–

–

–

22,873

–

–

–

23,367

29,466

–

10,277

1,307

11,584

11,584

12,073

–

6,705

1,549

8,254

–

–

–

8,254

13,813

Total

10,018

59,064

13,026

72,090

16,318

17,535

33,853

115,961 138,290

Operational borrowings attributable 

to shareholder-financed 
operations

Borrowings attributable to 
with-profits funds

Other non-insurance liabilities:
Obligations under funding, 

securities lending and sale 
and repurchase agreements

Net asset value attributable 

to unit holders of consolidated
unit trusts and similar funds

Current tax liabilities
Deferred tax liabilities
Accruals and deferred income
Other creditors
Provisions
Derivative liabilities
Other liabilities

Total

Total liabilities

–

–

112

1,196

–

–

–

1,196

260

997

313

1,310

–
3
28
17
20
–
414
–

742

924
35
663
185
567
67
2,303
93

5,834

19
19
295
–
8
–
280
31

965

943
54
958
185
575
67
2,583
124

6,799

–

–

–

555
–
–
–
–
–
–
120

675

54

–

54

54

–

1,308

12

987

681

681

2,251

1,360

38
70
435
63
1,024
200
404
73

2,988

593
70
435
63
1,024
200
404
193

1,536
127
1,421
265
1,619
267
3,401
317

3,663

11,204

1,751
507
2,383
289
1,913
326
699
98

9,326

10,872

66,094

13,991

80,085

16,993

20,577

37,570 128,527 148,615

Total equity and liabilities

10,888

66,125

13,991

80,116

16,993

22,232

39,225 130,229 150,021

190 Prudential plc Annual Report 2008

Notes
i

For the purposes of this table and subsequent explanation, references to the WPSF also include, for convenience, the amounts attaching to the
Defined Charges Participating Sub-fund.
ii
SAIF is a separate sub-fund within the PAC long-term business fund.
iii Wholly-owned subsidiary of the PAC WPSF that writes annuity business.
iv Excluding policyholder liabilities of the Hong Kong branch of PAC.
v

The loans of the Group’s UK insurance operations of £1,902 million (2007: £1,245 million) comprise mortgage loans of £701 million 
(2007: £449 million), policy loans of £29 million (2007: £35 million) and other loans of £1,172 million (2007: £761 million). The mortgage loans are
collateralised by properties. Other loans are all commercial loans and comprise mainly syndicated loans held by the PAC with-profits fund.
Included in debt securities above are £13,026 million (2007: £11,149 million) of securities which are not quoted on active markets and for which 
fair value is determined using internal valuation techniques, or is provided by brokers or pricing services, where the specific securities have been
valued using valuation techniques by these third-party providers. Of this amount, £12,341 million (2007: £10,640 million) related to securities held 
by with-profit operations and £685 million (2007: £509 million) related to securities held by the UK shareholder-backed business. See note G1 for
additional details.

vi

vii Other investments comprise:

Derivative assetsnote G3
Partnerships in investment pools and other

2008
£m

1,326
2,834

4,160

2007
£m

571
2,820

3,391

Partnerships in investment pools and other comprise mainly investments held by the PAC with-profits fund. These investments are primarily venture
fund investments and investment in property funds and limited partnerships. 

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D

191

Notes on the Group financial statements
D: Life assurance businesses
continued

D2: UK insurance operations continued

b Reconciliation of movement in investments
A reconciliation of the total investments of UK insurance operations from the beginning of the year to the end of the year is 
as follows:

PAC with-profits sub-fund

Other funds and subsidiaries

Scottish
Amicable 
Insurance
Fund
£m

Excluding 
Prudential
Annuities
Limited
£m

Prudential
Annuities
Limited
£m

Unit-linked
assets and 
liabilities
£m

Total
£m

Annuity 
and other 
long-term
business
£m

UK
insurance
operations
Total
£m

14,201

74,463

15,305

89,768

17,237

17,331

138,537

At 1 January 2007

Total investments
Less: Investments held by 

consolidated investment funds

Less: Derivative liabilities 

–
(36)

–
(169)

–
(44)

–
(213)

–
–

(1,179)
(19)

(1,179)
(268)

Directly held investments, net of 

derivative liabilities

14,165

74,294

15,261

89,555

17,237

16,133

137,090

Net cash inflow from operating 

activities

Realised gains (losses) in the year
Unrealised gains (losses) in the year
Foreign exchange translation 

differences

Movement in the year of directly 
held investments, net of 
derivative liabilities 

At 31 December 2007/1 January 2008

Total investments
Less: Investments held by 

(829)
637
(420)

1,100
3,364
(847)

(216)
73
(650)

884
3,437
(1,497)

–

99

–

99

595
693
(478)

–

2,478
(107)
(394)

3,128
4,660
(2,789)

–

99

(612)

3,716

(793)

2,923

810

1,977

5,098

13,665

78,487

14,515

93,002

18,047

18,825

143,539

consolidated investment funds

Less: Derivative liabilitiesnote G3

–
(112)

–
(477)

–
(47)

–
(524)

–
–

(662)
(53)

(662)
(689)

Directly held investments, net of 

derivative liabilities

13,553

78,010

14,468

92,478

18,047

18,110

142,188

Net cash inflow from operating 

activities

Realised gains (losses) in the year
Unrealised gains (losses) in the year
Foreign exchange translation 

differences

Movement in the year of directly 
held investments, net of 
derivative liabilities 

At 31 December 2008
Total investments
Less: Investments held by 

(1,245)
276
(2,560)

(1,396)
84
(17,991)

(211)
25
(1,236)

(1,607)
109
(19,227)

811
(156)
(3,568)

2,928
(156)
(1,577)

887
73
(26,932)

–

1,631

3

1,634

(1)

3

1,636

(3,529)

(17,672)

(1,419)

(19,091)

(2,914)

1,198

(24,336)

10,438

62,814

13,329

76,143

15,571

19,710

121,862

consolidated investment funds

Less: Derivative liabilitiesnote G3

–
(414)

(145)
(2,331)

–
(280)

(145)
(2,611)

(424)
(14)

(40)
(362)

(609)
(3,401)

Directly held investments, net of 

derivative liabilities

10,024

60,338

13,049

73,387

15,133

19,308

117,852

192 Prudential plc Annual Report 2008

c Reconciliation of movement in policyholder liabilities and unallocated surplus of with-profits funds
A reconciliation of the total policyholder liabilities and unallocated surplus of with-profits funds of UK insurance operations from
the beginning of the year to the end of the year is as follows:

At 1 January 2007
Premiums 
Surrenders
Maturities/Deaths
Shareholders transfers post tax
Switches
Assumption changes (shareholder-backed business)note D2(i)
Investment-related items and other movements
Foreign exchange translation differences

At 31 December 2007/1 January 2008
Premiums 
Surrenders
Maturities/Deaths
Shareholders transfers post tax
Switches
Assumption changes (shareholder-backed business)note D2(i)
Investment-related items and other movements
Foreign exchange translation differences

At 31 December 2008

Other funds and subsidiaries

SAIF
and PAC
with-profits
sub-fund
£m

Unit-linked
liabilities
£m

Annuity

and other  UK insurance
operations
long-term
Total
business
£m
£m

101,616
4,459
(2,879)
(4,987)
(279)
(352)
–
6,256
(62)

103,772
3,157
(2,336)
(6,309)
(284)
(360)
–
(13,049)
(2,483)

82,108

18,187
2,115
(1,636)
(790)
–
352
–
749
–

18,977
2,435
(1,838)
(666)
–
360
–
(2,952)
2

16,318

14,101
2,279
(13)
(1,010)
–
–
(34)
223
(5)

15,541
3,780
(107)
(1,349)
–
–
447
(777)
–

17,535

133,904
8,853
(4,528)
(6,787)
(279)
–
(34)
7,228
(67)

138,290
9,372
(4,281)
(8,324)
(284)
–
447
(16,778)
(2,481)

115,961

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Notes on the Group financial statements
D: Life assurance businesses
continued

D2: UK insurance operations continued

d Information on credit risk of debt securities
The following table summarises by rating the securities held by UK insurance operations as at 31 December 2008 and 2007:

PAC with-profits sub-fund

Scottish

Excluding
Amicable Prudential
Annuities
Insurance
Limited
Fund
£m
£m

Prudential
Annuities
Limited
£m

1,139
318
1,058
789
152

3,456

111
66
43
35
4

259

34
469

5,765
1,817
5,804
3,875
794

18,055

344
353
222
146
136

1,201

181
2,221

3,176
1,389
3,295
919
16

8,795

89
255
232
138
12

726

188
2,179

Total
£m

8,941
3,206
9,099
4,794
810

26,850

433
608
454
284
148

1,927

369
4,400

S&P – AAA
S&P – AA+ to AA-
S&P – A+ to A-
S&P – BBB+ to BBB-
S&P – Other

Moody’s – Aaa
Moody’s – Aa1 to Aa3
Moody’s – A1 to A3
Moody’s – Baa1 to Baa3
Moody’s – Other

Fitch
Other

Other funds and 
subsidiaries

Unit-
linked
assets 
and
liabilities
£m

Annuity
and other
long-term 
business
£m

UK insurance
operations

2008

2007

Total
£m

18,981
6,012
15,929
7,413
1,033

Total
£m

21,556
6,173
12,557
5,409
942

6,035
2,065
4,957
1,620
–

14,677

49,368

46,637

128
159
181
135
10

613

157
1,251

681
833
678
454
162

2,808

560
6,135

1,021
587
944
490
410

3,452

682
6,409

2,866
423
815
210
71

4,385

9
–
–
–
–

9

–
15

Total debt securities

4,218

21,658

11,888

33,546

4,409

16,698

58,871

57,180

In the table above S&P ratings have been used where available. For securities where S&P ratings are not available those produced
by Moody’s and then Fitch have been used as an alternative. 

Where no external ratings are available internal ratings produced by the Group’s asset management operations, which are

prepared on the Company’s assessment of a comparable basis to external ratings, are used where possible. Of the total debt
securities held at 31 December 2008 which are not externally rated, £2,325 million (2007: £2,972 million) were internally rated
AAA to A-, £3,149 million (2007: £2,844 million) were internally rated BBB+ to B- and £661 million (2007: £593 million) were
unrated. The majority of unrated debt security investments were held in SAIF and the PAC with-profits fund and relate to
convertible debt and other investments which are not covered by ratings analysts nor have an internal rating attributed to them.
As detailed in note D2(j) below, the primary sensitivity of IFRS basis profit or loss and shareholders’ equity relates to non-

linked shareholder-backed business which covers other funds and subsidiaries in the table above.

e Products and guarantees
Prudential’s long-term products in the UK consist of life insurance, pension products and pension annuities.

These products are written primarily in:

• One of three separate sub-funds of the PAC long-term fund, namely the with-profits sub-fund, SAIF, and the non-profit 

sub-fund;

• Prudential Annuities Limited, which is owned by the PAC with-profits sub-fund;
• Prudential Retirement Income Limited, a shareholder-owned subsidiary; or
• Other shareholder-backed subsidiaries writing mainly non-profit unit-linked business.

i With-profits products and PAC with-profits sub-fund
Within the balance sheet of UK insurance operations at 31 December 2008, as shown in note D2(a), there are policyholder
liabilities and unallocated surplus of £72.1 billion (2007: £90.5 billion) that relate to the WPSF. These amounts include the
liabilities and capital of Prudential Annuities Limited, a wholly owned subsidiary of the fund. The WPSF mainly contains with-
profits business but it also contains some non-profit business (unit-linked, term assurances and annuities). The WPSF’s profits 
are apportioned 90 per cent to its policyholders and 10 per cent to shareholders as surplus for distribution is determined via 
the annual actuarial valuation.

194 Prudential plc Annual Report 2008

With-profits products provide returns to policyholders through bonuses that are ‘smoothed’. There are two types of bonuses:
‘annual’ and ‘final’. Annual bonuses are declared once a year, and once credited, are guaranteed in accordance with the terms 
of the particular product. Unlike annual bonuses, final bonuses are guaranteed only until the next bonus declaration.

When determining policy payouts, including final bonuses, Prudential considers policyholders’ reasonable expectations, 
the need to smooth claim values and payments from year to year and competitive considerations, together with ‘asset shares’ 
for specimen policies. Asset shares broadly reflect the value of premiums paid plus the investment return on the assets notionally
attributed to the policy, less the other items to be charged such as expenses and the cost of the life insurance cover.

For many years, UK with-profits product providers, such as Prudential, have been required by law and regulation to consider

the reasonable expectations of policyholders in setting bonus levels. This concept is established by statute but is not defined.
However, it is defined within the regulatory framework, which also more recently contains an explicit requirement to treat
customers fairly.

The WPSF held a provision of £42 million at 31 December 2008 (2007: £45 million) to honour guarantees on a small amount 

of guaranteed annuity products. SAIF’s exposure to guaranteed annuities is described below.

Beyond the generic guarantees described above, there are very few explicit options or guarantees such as minimum
investment returns, surrender values or annuities at retirement and any granted have generally been at very low levels.

ii Annuity business
Prudential’s conventional annuities include level, fixed increase and retail price index (RPI) annuities. They are mainly written
within the subsidiaries PAL, PRIL, Prudential Pensions Limited and the PAC with-profits sub-fund, but there are some annuity
liabilities in the non-profit sub-fund and SAIF.

Prudential’s fixed-increase annuities incorporate automatic increases in annuity payments by fixed amounts over the

policyholder’s life. The RPI annuities that Prudential offers provide for a regular annuity payment to which an additional amount 
is added periodically based on the increase in the UK RPI. 

Prudential’s with-profits annuities, which are written in the WPSF, combine the income features of annuity products with the
investment smoothing features of with-profits products and enable policyholders to obtain exposure to investment return on the
WPSF’s equity shares, property and other investment categories over time. Policyholders select an ‘anticipated bonus’ from the
specific range Prudential offers for the particular product. The amount of the annuity payment each year depends upon the
relationship between the anticipated bonus rate selected by the policyholder when the product is purchased and the bonus rates
Prudential subsequently declares each year during the term of the product. If the total bonus rates fall below the anticipated rate,
then the annuity income falls.

On 31 December 2007, Prudential completed the transfer of 62,000 with-profits annuity policies from Equitable Life, 
with assets of approximately £1.7 billion. The policies transferred form part of the Defined Charge Participating Sub-Fund 
of Prudential’s with-profit fund. Profits to shareholders will emerge on a ‘charges less expenses’ basis and policyholders 
will be entitled to 100 per cent of the investment earnings.

At 31 December 2008, £29.4 billion (2007: £29.5 billion) of investments relate to annuity business of PAL and PRIL. These

investments are predominantly in debt securities (including retail price index-linked bonds to match retail price index-linked
annuities), loans and deposits and are duration matched with the estimated duration of the liabilities they support.

iii SAIF
SAIF is a ring-fenced sub-fund of the PAC long-term fund formed following the acquisition of the mutually owned Scottish
Amicable Life Assurance Society in 1997. No new business may be written in SAIF, although regular premiums are still being 
paid on policies in force at the time of the acquisition and incremental premiums are permitted on these policies.

The fund is solely for the benefit of policyholders of SAIF. Shareholders have no interest in the profits of this fund although

they are entitled to asset management fees on this business.

The process for determining policyholder bonuses of SAIF with-profits policies, which constitute the vast majority of

obligations of the funds, is similar to that for the with-profits policies of the WPSF. However, in addition, the surplus assets in SAIF
are allocated to policies in an orderly and equitable distribution over time as enhancements to policyholder benefits i.e. in excess
of those based on asset share.

Provision is made for the risks attaching to some SAIF unitised with-profits policies that have MVR-free dates and for those
SAIF products which have a guaranteed minimum benefit on death or maturity of premiums accumulated at four per cent per
annum.

The Group’s main exposure to guaranteed annuities in the UK is through SAIF and a provision of £391 million was held in 
SAIF at 31 December 2008 (2007: £563 million) to honour the guarantees. As SAIF is a separate sub-fund solely for the benefit 
of policyholders of SAIF this provision has no impact on the financial position of the Group’s shareholders’ equity.

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Notes on the Group financial statements
D: Life assurance businesses
continued

D2: UK insurance operations continued

iv Unit-linked (non-annuity) and other non-profit business
Prudential UK insurance operations also have an extensive book of unit-linked policies of varying types and provide a range 
of other non-profit business such as credit life and protection contracts. These contracts do not contain significant financial
guarantees.

There are no guaranteed maturity values or guaranteed annuity options on unit-linked policies except for minor amounts 

for certain policies linked to cash units within SAIF.

f Exposure to market risk
i Non-linked life and pension business
For with-profits business, the absence of guaranteed surrender values and the flexibility given by the operation of the bonus
system means that the majority of the investments backing the with-profits business are in equities and real estate with the
balance in debt securities, deposits and loans.

The investments supporting the protection business are small in value and tend to be fixed maturities reflecting the

guaranteed nature of the liabilities.

ii Pension annuity business
Prudential’s UK annuity business mainly employs fixed income investments (including UK retail price index-linked assets)
because the liabilities consist of guaranteed payments for as long as each annuitant or surviving partner is alive. Retail price 
index-linked assets are used to back pension annuities where the payments are linked to the RPI.

iii Unit-linked business
Except through the second order effect on asset management fees, the unit-linked business of the UK insurance operations 
is not exposed to market risk. The lack of exposure arises from the contract nature whereby policyholder benefits reflect asset
value movements of the unit-linked funds.

g Process for setting assumptions and determining contract liabilities
i Overview
The calculation of the contract liabilities involves the setting of assumptions for future experience. This is done following detailed
review of the relevant experience including, in particular, mortality, expenses, tax, economic assumptions and where applicable,
persistency.

For with-profits business written in the WPSF or SAIF, a market consistent valuation is performed (as described in section 
(ii) below). Additional assumptions required are for persistency and the management actions under which the fund is managed.
Assumptions used for a market consistent valuation typically do not contain margins, whereas those used for the valuation of
other classes of business do.

Mortality assumptions are set based on the results of the most recent experience analysis looking at the experience over
recent years of the relevant business. For non-profit business, a margin for adverse deviation is added. Different assumptions 
are applied for different product groups. For annuitant mortality, assumptions for current mortality rates are based on recent
experience investigations and expected future improvements in mortality. The expected future improvements are based on
recent experience and projections of the business and industry experience generally.

Maintenance and, for some classes of business, termination expense assumptions are expressed as per policy amounts. They
are set based on the expenses incurred during the year, including an allowance for ongoing investment expenditure and allocated
between entities and product groups in accordance with the operation’s internal cost allocation model. For non-profit business a
margin for adverse deviation is added to this amount. Expense inflation assumptions are set consistent with the economic basis
and based on the difference between yields on nominal gilts and index-linked gilts.

The actual renewal expenses charged to SAIF continued to be based on the tariff arrangement specified in the Scottish
Amicable Life Assurance Society Scheme up to 31 December 2007, when the tariff arrangement terminated. This provided an
additional margin in SAIF as the unit costs derived from actual expenses (and used to derive the recommended assumptions)
were generally significantly greater than the tariff costs. From 1 January 2008 the full expenses incurred are being charged 
to SAIF. 

The assumptions for asset management expenses are based on the charges specified in agreements with the Group’s asset

management operations, plus a margin for adverse deviation for non-profit business.

Tax assumptions are set equal to current rates of taxation.
For non-profit business excluding unit-linked business, the valuation interest rates used to discount the liabilities are based on
the yields as at the valuation date on the assets backing the technical provisions. For fixed interest securities the gross redemption
yield is used except for the PAL and PRIL annuity business where the internal rate of return of the assets backing the liabilities is
used. For property it is the rental yield, and for equities it is the greater of the dividend yield and the average of the dividend yield
and the earnings yield. An adjustment is made to the yield on non risk-free fixed interest securities and property to reflect credit
risk. To calculate the non-unit reserves for linked business, assumptions have been set for the gross unit growth rate and the rate
of inflation of maintenance expenses, as well as for the valuation interest rate as described above.

196 Prudential plc Annual Report 2008

ii WPSF and SAIF
The policyholder liabilities reported for the WPSF are primarily for two broad types of business. These are accumulating and
conventional with-profits contracts. The policyholder liabilities of the WPSF are accounted for under FRS 27.

The provisions have been determined on a basis consistent with the detailed methodology included in regulations contained
in the FSA’s rules for the determination of reserves on the FSA’s ‘realistic’ Peak 2 basis. In aggregate, the regime has the effect of
placing a value on the liabilities of UK with-profits contracts, which reflects the amounts expected to be paid based on the current
value of investments held by the with-profits funds and current circumstances. These contracts are a combination of insurance
and investment contracts with discretionary participation features, as defined by IFRS 4.

The FSA’s Peak 2 calculation under the realistic regime requires the value of liabilities to be calculated as:

• The with-profits benefits reserve (WPBR); plus
• future policy related liabilities (FPRL); plus
• the realistic current liabilities of the fund.

The WPBR is primarily based on the retrospective calculation of accumulated asset shares but is adjusted to reflect future
expected policyholder benefits and other outgoings. Asset shares are calculated as the accumulation of all items of income and
outgo that are relevant to each policy type. Income comprises credits for premiums, investment returns (including unrealised
gains), and miscellaneous profits. Outgo comprises charges for tax (including an allowance for tax on unrealised gains),
guarantees and smoothing, mortality and morbidity, shareholders’ profit transfers, miscellaneous losses, and expenses and
commission (net of any tax relief).

The FPRL must include a market consistent valuation of costs of guarantees, options and smoothing, less any related charges,

and this amount must be determined using either a stochastic approach, hedging costs or a series of deterministic projections
with attributed probabilities.

The assumptions used in the stochastic models are calibrated to produce risk-free returns on each asset class. Volatilities 

of, and correlations between, investment returns from different asset classes are as determined by the Group’s Portfolio
Management Group and aim to be market consistent.

The cost of guarantees, options and smoothing is very sensitive to the bonus, market value reduction (MVR), and investment
policy employed and therefore the stochastic modelling incorporates a range of management actions that would help to protect
the fund in adverse investment scenarios. Substantial flexibility has been included in the modelled management actions in order
to reflect the discretion that is retained in adverse investment conditions, thereby avoiding the creation of unreasonable minimum
capital requirements. The management actions assumed are consistent with the Group’s management policy for with-profits
funds and the Group’s disclosures in the publicly available Principles and Practices of Financial Management.

The contract liabilities for with-profits business also require assumptions for persistency. These are set based on the results 

of recent experience analysis.

iii Annuity business
Credit risk provisions
For IFRS reporting, the results for UK shareholder-backed annuity business are particularly sensitive to the allowances made for
credit risk. The allowance is reflected in the deduction from the valuation rate of interest for discounting projected future annuity
payments to policyholders that would have otherwise applied. The valuation rate that is applied includes a liquidity premium that
reflects the residual element of current bond spreads over swap rates after providing for the credit risk allowance.

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Notes on the Group financial statements
D: Life assurance businesses
continued

D2: UK insurance operations continued

The weighted components of the bond spread over swap rates for shareholder-backed fixed and linked annuity business for PRIL
on the IFRS basis at 31 December 2008 based on the asset mix at that date are as follows:

Bond spread over swap ratesnote i

Credit risk allowance

Long-term expected defaultsnote ii
Long-term credit risk premiumnote iii
Short-term allowance for credit risknote iv

Total credit risk allowance

Liquidity premium

2008

Adjustment
from
regulatory
to IFRS basis
(bps)

Pillar I 
Regulatory
basis
(bps)

323

15
11
54

80

243

–

–
–
(25)

(25)

25

IFRS 
(bps)

323

15
11
29

55

268

By comparison, for 2007, the weighted components of the bond spread over swap rates for shareholder-backed fixed and linked
annuity business on the IFRS basis at 31 December 2007 based on the asset mix of the portfolio at that date were as follows:

Bond spread over swap ratesnote i

Credit risk allowance

Long-term expected defaultsnote ii
Long-term credit risk premiumnote iii
Short-term allowance for credit risknote iv

Total credit risk allowance

Liquidity premium

2007

Adjustment
from
regulatory
to IFRS basis
(bps)

Pillar I 
Regulatory
basis
(bps)

76

13
10
10

33

43

–

–
(3)
(10)

(13)

13

IFRS 
(bps)

76

13
7
–

20

56

Notes
i
ii

iii

Bond spread over swap rates reflect market observed data to credit spreads.
Long-term expected defaults; this is derived by applying Moody’s data from 1970 to 2004 uplifted by between 100 per cent (B) and 200 per cent
(AAA) according to credit rating on the annuity asset portfolio. The credit rating assigned to each asset held is based on external credit rating and for
this purpose the credit rating assigned to each asset held is the lowest credit rating published by Moody’s, Standard and Poors and Fitch.
Long-term credit risk premium; this provides compensation against the risk of potential volatility in the level of defaults and is derived by applying the
95th percentile from Moody’s data from 1970 to 2004 to the annuity asset portfolio.

iv During the second half of 2007, corporate bond spreads widened significantly and the methodology was reviewed to ensure that it still made

appropriate allowance for credit risk. As a result of this review a short-term allowance for credit risk was established to allow for the concern that
credit ratings applied by rating agencies to individual bonds might be over optimistic. 

The short-term allowance for credit risk assumed in the Pillar I solvency valuation has been determined as 25 per cent of the increase in corporate

bond spreads (as estimated from the movements in published corporate bond indices) since 31 December 2006.

The approach for IFRS, however, aims to establish liabilities that are closer to ‘best estimate’. The very prudent Pillar I regulatory basis reflects the 

overriding objective of ensuring sufficient provisions and capital to ensure payments to policyholders can be made. In previous years long-term IFRS
default assumptions were set mid-way between the EEV and Pillar I assumptions. At 31 December 2008, in light of the increase uncertainty
surrounding future credit default experience, the IFRS long-term assumptions have been strengthened to bring them into line with the long-term
Pillar I default assumptions. In addition a short-term allowance for credit risk has been established but at a lower level than allowed for in the Pillar I
regulatory basis.

198 Prudential plc Annual Report 2008

Mortality
The mortality assumptions are set in light of recent population and internal experience. The assumptions used are percentages 
of standard actuarial mortality tables with an allowance for future mortality improvements. Where annuities have been sold on an
enhanced basis to impaired lives an additional age adjustment is made. The percentages of the standard table used are selected
according to the source of business. The range of percentages used is set out in the following tables:

2008

In payment

Males

PAL

Females

Males

PRIL

Females

102% – 126% PNMA00 
(C = 2000) with medium 
cohort improvement 
table with a minimum 
annual improvement 
of 2.25% up to age 90, 
tapering to zero at 
age 120

84% – 117% PNFA00 
(C = 2000) with 75%
of medium cohort 
improvement table 
with a minimum annual 
improvement of 1.25% 
up to age 90, tapering 
to zero at age 120

97% – 102% PNMA00
88% – 98% PNFA00
(C = 2000) with medium (C = 2000) with 75%
cohort improvement
table with a minimum 
annual improvement 
of 2.25% up to age 90,
tapering to zero at 
age 120

of medium cohort 
improvement table
with a minimum annual 
improvement of 1.25% 
up to age 90, tapering 
to zero at age 120

In deferment

AM92 minus 4 years

AF92 minus 4 years

AM92 minus 4 years

AF92 minus 4 years

2007

In payment

Males

PAL

Females

Males

PRIL

Females

106% – 126% PNMA00 
(C = 2000) with medium 
cohort improvement 
table with a minimum 
annual improvement 
of 2.25% up to age 90, 
tapering to zero at 
age 120

84% – 117% PNFA00 
(C = 2000) with 75%
of medium cohort 
improvement table 
with a minimum annual 
improvement of 1.25% 
up to age 90, tapering 
to zero at age 120

99% – 114% PNMA00 
85% – 103% PNFA00
(C = 2000) with medium (C = 2000) with 75%
cohort improvement
table with a minimum 
annual improvement 
of 2.25% up to age 90,
tapering to zero at 
age 120

of medium cohort 
improvement table
with a minimum annual 
improvement of 1.25% 
up to age 90, tapering 
to zero at age 120

In deferment

AM92 minus 4 years

AF92 minus 4 years

AM92 minus 4 years

AF92 minus 4 years

2006

In payment

Males

PAL

Females

Males

PRIL

Females

106% – 126% PNMA00 
(C = 2000) with medium 
cohort improvement 
table with a minimum 
annual improvement 
of 1.25%

84% – 117% PNFA00 
(C = 2000) with 75%
of medium cohort 
improvement table 
with a minimum annual 
improvement of 0.75% 

99% – 114% PNMA00 
85% – 103% PNFA00
(C = 2000) with medium (C = 2000) with 75%
cohort improvement
table with a minimum 
annual improvement 
of 1.25%

of medium cohort 
improvement table
with a minimum annual 
improvement of 0.75%

In deferment

AM92 minus 4 years

AF92 minus 4 years

AM92 minus 4 years

AF92 minus 4 years

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iv Unit-linked (non-annuity) and other non-profit business
The majority of other long-term business written in the UK insurance operations is unit-linked business or other business with
similar features. For these contracts the attaching liability reflects the unit value obligation and provision for expenses and
mortality risk. The latter component is determined by applying mortality assumptions on a basis that is appropriate for the
policyholder profile.

For unit-linked business, the assets covering unit liabilities are exposed to market risk, but the residual risk when considering

the unit-linked liabilities and assets together is limited to the effect on fund-based charges.

For those contracts where the level of insurance risk is insignificant the assets and liabilities arising under the contracts are
distinguished between those that relate to the financial instrument liability and acquisition costs and deferred income that relate
to the component of the contract that relates to investment management. Acquisition costs and deferred income are recognised
consistent with the level of service provision in line with the requirements of IAS 18.

D

199

Notes on the Group financial statements
D: Life assurance businesses
continued

D2: UK insurance operations continued

h Reinsurance
The Group’s UK insurance business cedes only minor amounts of business outside the Group. During 2008, reinsurance
premiums for externally ceded business were £61 million (2007: £59 million) and reinsurance recoverable insurance assets 
were £416 million (2007: £335 million) in aggregate. The gains and losses recognised in profit and loss for these contracts 
were immaterial.

i Effect of changes in assumptions used to measure insurance assets and liabilities
2008
Mortality
Recent mortality experience has been in line with expectations and no change is therefore required to the overall strength of
mortality assumptions at 31 December 2008. However, current mortality assumptions have been rebalanced across different
categories of business so that they are more closely aligned to the actual experience of each product category. The overall effect
of rebalancing the assumptions between different product groups is financially neutral.

Credit risk
In total, for 2008, the effect of changes to the allowance for credit risk and the effect of portfolio rebalancing gives rise to a 
charge of £23 million. For shareholder-backed annuity and lifetime mortgage business, the operating profit based on longer-
term investment returns includes a charge of £413 million for the additional credit risk allowance in line with the assumptions
shown above in D2(g), for the annuity portfolio as a whole. Partially offsetting this is a credit of £390 million for the effect of 
£2.8 billion of portfolio rebalancing to more closely align with management benchmark. The credit reflects the additional yield
expected after allowing for additional credit risk arising from the rebalancing.

Aggregate effect of assumptions changes
For UK insurance operations, the effects of assumptions changes were as follows:

Effect of (strengthening) weakening of mortality assumptions
Modelling of management actionsnote a
(Strengthening) weakening of other assumptions

Release of other margins: 

Projected benefit related
Investment related:

Additional credit default margins 
Deflation risk margins

Expense related

Net credit to unallocated surplus

Net charge to shareholder result

2008 £m

2008 £m

With-profits
sub-fund

Shareholder-
backed
business

(60)
421
75

436

10

(369)
(30)
36

83

(4)
–
–

(4)

10

note b(413)
(32)
(8)

(447)

The £421 million credit for modelling of management actions relates primarily to enhancements for actions in the event of solvency distress scenarios.

Notes
a
b Net of additional credit risk allowance attaching to effect of portfolio balancing described above.
c

In 2008, no changes to mortality assumptions were made or necessary. 

200 Prudential plc Annual Report 2008

2007
The 2007 results for shareholder-backed annuity business were determined after making changes to mortality assumptions with 
a resulting charge of £276 million and releasing excess margins in the aggregate liabilities that had previously been set aside as 
an indirect extra allowance for longevity related risks of £310 million as shown in the table below.

For UK insurance operations, the 2007 results were determined after making changes to mortality assumptions for the annuity

business and other assumptions for the WPSF and releasing excess margins in the aggregate liabilities that had previously been
set aside as an indirect extra allowance for longevity related risks, as shown below.

2008 £m

2007 £m

With-profits
sub-fund

Shareholder-
backed
business

Effect of strengthening of mortality assumptionsnote a
Modelling of management actionsnote b
Strengthening of other assumptionsnote c

Release of other margins: 

Projected benefit relatednote d
Investment related:note e
Default margins 
Asset management fees

Expense relatednotes c,f
Othernotes c,g

Net charge to unallocated surplus

Net credit to shareholder result

(435)
(167)
(62)

(664)

13

199
60
259
–
–

272

(392)

(276)
–
–

(276)

104

48
–
48
68
90

310

34

Notes
a
b Given the continuing strong financial position of the fund, the assumed management actions relating to with-profits business have been revised in

The mortality assumptions have been strengthened by increasing the minimum level of future improvement rate.

c

order to better reflect the benefits to policyholders that can be supported by the fund.
The effects of the strengthening of other assumptions for the WPSF of £62 million is net of a release of PAL’s expense reserve of £11 million and other
additional margins in PAL’s liabilities of £40 million. 

d The release of projected benefit related margins primarily relates to modelling improvements that have been made during 2007.
e

The release of investment-related margins includes £48 million in respect of default margins for shareholder-backed business and £199 million for
PAL. The resulting assumptions for expected defaults, after allowing for the release of margins, remain appropriate given economic conditions at 
31 December 2007. In addition, for PAL, there is a release of £60 million in respect of asset management fees. 
A release of expense reserves has been made following recent expense reductions.
This amount reflects the release of other additional margins in the liabilities that are no longer appropriate in light of the explicit strengthening of the
mortality assumptions.

f
g

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j Sensitivity of IFRS basis profit or loss and equity to market and other risks
The risks to which the IFRS basis results of the UK insurance operations are sensitive are asset/liability matching, mortality
experience and payment assumptions for shareholder-backed annuity business. Further details are described below.

i With-profits business
SAIF
Shareholders have no interest in the profits of SAIF but are entitled to the asset management fees paid on the assets of the fund.

With-profits sub-fund business
For with-profits business (including non-participating business of PAL which is owned by the WPSF) adjustments to liabilities 
and any related tax effects are recognised in the income statement. However, except for any impact on the annual declaration of
bonuses, shareholders’ profit for with-profits business is unaffected. This is because IFRS basis profits for with-profits business, which
are determined on the same basis as on preceding UK GAAP, solely reflect one-ninth of the cost of bonuses declared for the year.
The main factors that influence the determination of bonus rates are the return on the investments of the fund, the effect 

of inflation, taxation, the expenses of the fund chargeable to policyholders and the degree to which investment returns are
smoothed. Mortality and other insurance risk are relatively minor factors.

D

Unallocated surplus represents the excess of assets over policyholder liabilities of the fund. As unallocated surplus of the

WPSF is recorded as a liability, movements in its value do not affect shareholders’ profits or equity.

The level of unallocated surplus is particularly sensitive to the level of investment returns on the portion of the life fund 

assets that represents the surplus. The effects for 2008 and 2007 are demonstrated in note D5.

201

Notes on the Group financial statements
D: Life assurance businesses
continued

D2: UK insurance operations continued

ii Shareholder-backed annuity business
Profits from shareholder-backed annuity business are most sensitive to:

• The extent to which the duration of the assets held closely matches the expected duration of the liabilities under the contracts. 

Assuming close matching, the impact of short-term asset value movements as a result of interest rate movements will 
broadly offset changes in the value of liabilities caused by movements in valuation rates of interest;

• actual versus expected default rates on assets held;
• the difference between long-term rates of return on corporate bonds and risk-free rates;
• the variance between actual and expected mortality experience;
• the extent to which expected future mortality experience gives rise to changes in the measurement of liabilities; and
• changes in renewal expense levels.

A decrease in assumed mortality rates of one per cent would decrease gross profits by approximately £35 million 
(2007: £35 million). A decrease in credit default assumptions of five basis points would increase gross profits by 
£71 million (2007: £72 million). A decrease in renewal expenses (excluding asset management expenses) of five per cent 
would increase gross profits by £15 million (2007: £13 million). The effect on profits would be approximately symmetrical 
for changes in assumptions that are directionally opposite to those explained above.

iii Unit-linked and other business
Unit-linked and other business represents a comparatively small proportion of the in-force business of the UK insurance
operations.

Profits from unit-linked and similar contracts primarily arise from the excess of charges to policyholders, for management 

of assets under the Company’s stewardship, over expenses incurred. The former is most sensitive to the net accretion of 
funds under management as a function of new business and lapse and mortality experience. The accounting impact of the 
latter is dependent upon the amortisation of acquisition costs in line with the emergence of margins (for insurance contracts) 
and amortisation in line with service provision (for the investment management component of investment contracts). By virtue 
of the design features of most of the contracts which provide low levels of mortality cover, the profits are relatively insensitive 
to changes in mortality experience.

iv Shareholder exposure to interest rate risk and other market risk
By virtue of the fund structure, product features and basis of accounting described in note D2(e) and (g), the policyholder
liabilities of the UK insurance operations are, except for pension annuity business, not generally exposed to interest rate risk. 
For pension annuity business, liabilities are exposed to fair value interest rate risk. However, the net exposure to the PAC WPSF
(for PAL) and shareholders (for liabilities of PRIL and the non-profit sub-fund) is very substantially ameliorated by virtue of the
close matching of assets with appropriate duration.

The close matching by the Group of assets of appropriate duration to annuity liabilities is based on maintaining economic 
and regulatory capital. The measurement of liabilities under capital reporting requirements and IFRS is not the same as detailed 
in note D2(g)(iii), with contingency reserves and some other margins for prudence within the assumptions required under the
FSA regulatory solvency basis not included for IFRS reporting purposes. As a result IFRS equity is higher than regulatory 
capital and therefore more sensitive to interest rate risk.

202 Prudential plc Annual Report 2008

In light of the recent market conditions, the Group has extended the range of the movements in interest rates that are reasonably
possible to occur at 31 December 2008 in its interest rate sensitivity analysis. Consequently, in addition to the movement in
interest rates of one per cent as applied at 31 December 2007, for 2008, the Group has also estimated the 
sensitivity to movement in interest rates of two per cent. The estimated sensitivity of the UK non-linked shareholder-backed
business (principally pension annuities business) to a movement in interest rates of one per cent as at 31 December 2008 and
2007 and of a movement in interest rates of two per cent as at 31 December 2008 are as follows. 

2008 £m

2007 £m

A decrease
of 2%

A decrease
of 1%

An increase 
of 1%

An increase 
of 2%

A decrease
of 1%

An increase
of 1%

Carrying value of debt securities and derivatives
Policyholder liabilities 
Related deferred tax effects

4,362
(3,974)
(109)

1,983
(1,798)
(52)

(1,676)
1,503
48

(3,108)
2,773
94

1,930
(1,777)
(43)

(1,634)
1,467
47

Net sensitivity of profit after tax and 

shareholders’ equity

279

133

(125)

(241)

110

(120)

In addition the shareholder-backed portfolio of UK non-linked insurance operations covering liabilities and shareholders’ equity
includes equity securities and investment property. Similar to the sensitivity analysis to interest rate movement above, the Group
has also extended the range of reasonably possible movements in the value of equity securities and investment property at 
31 December 2008. In addition to the movement of 10 per cent as applied at 31 December 2007, for 2008, the Group has also
estimated the sensitivity to movements of 20 and 40 per cent. Excluding any second order effects on the measurement of the
liabilities for future cash flow to the policyholder, a 10 per cent fall in their value at 31 December 2008 and 2007 and a 20 and 
40 per cent fall in their value at 31 December 2008 would have given rise to the following effects on pre-tax profit, profit after tax,
and shareholders’ equity.

Pre-tax profit
Related deferred tax effects

Net sensitivity of profit after tax and shareholders’ equity

A decrease 
of 40%

(508)
142

(366)

2008 £m

A decrease 
of 20%

2007 £m

A decrease
of 10%

A decrease
of 10%

(254)
71

(183)

(127)
35

(92)

(86)
24

(62)

A 10, 20 or 40 per cent increase in their value would have an approximately equal and opposite effect on profit and shareholders’
equity to the sensitivities shown above. The market risk sensitivities shown above reflect the impact of temporary market
movements and, therefore, the primary effect of such movements would, in the Group’s supplementary analysis of profits, 
be included within the short-term fluctuations in investment returns.

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D

203

Notes on the Group financial statements
D: Life assurance businesses
continued

D2: UK insurance operations continued

k Duration of liabilities
With the exception of most unitised with-profits bonds and other whole of life contracts the majority of the contracts of the UK
insurance operations have a contract term. However, in effect, the maturity term of contracts reflects the earlier of death, maturity,
or lapsation. In addition, with-profit contract liabilities as noted in note D2(g) above include projected future bonuses based on
current investment values. The actual amounts payable will vary with future investment performance of SAIF and the WPSF. 

The tables below show the carrying value of the policyholder liabilities. Separately, the Group uses cash flow projections 
of expected benefit payments as part of the determination of the value of in-force business when preparing EEV basis results. 
The tables below also show the maturity profile of the cash flows used for 2008 and 2007 for that purpose for insurance contracts,
as defined by IFRS, i.e. those containing significant insurance risk, and investment contracts, which do not.

With-profits business

2008 £m

Annuity business
(Insurance contracts)

Insurance Investment
contracts contracts 

Total

PAL

PRIL

Insurance Investment
Total contracts contracts

Other

Total

Policyholder liabilities

39,010 23,367 62,377 11,477 12,513 23,990

9,756 11,584 21,340

2008 %

Expected maturity: 
0 to 5 years
5 to 10 years
10 to 15 years
15 to 20 years
20 to 25 years
Over 25 years

47
26
13
7
4
3

26
23
19
15
11
6

38
25
15
10
7
5

30
24
18
12
8
8

29
23
17
13
8
10

29
23
18
13
8
9

31
23
18
12
8
8

32
22
18
12
7
9

With-profits business

2007 £m

Annuity business
(Insurance contracts)

Insurance Investment
contracts contracts 

Total

PAL

PRIL

Insurance Investment
Total contracts contracts

32
23
18
12
7
8

Other

Total

Policyholder liabilities

47,915 29,480 77,395 12,564 13,402 25,966

9,057 12,059 21,116

2007 %

Expected maturity: 
0 to 5 years
5 to 10 years
10 to 15 years
15 to 20 years
20 to 25 years
Over 25 years

47
27
13
7
4
2

25
23
19
15
11
7

38
26
16
10
6
4

32
24
18
12
7
7

31
23
17
12
8
9

32
24
17
12
7
8

32
23
18
12
8
7

31
22
20
13
6
8

31
23
19
12
7
8

Notes
i

The cash flow projections of expected benefit payments used in the maturity profile table above are from value of in-force business and exclude 
the value of future new business, including vesting of internal pension contracts.
Benefit payments do not reflect the pattern of bonuses and shareholder transfers in respect of the with-profits business.
Investment contracts under Other comprise certain unit-linked and similar contracts accounted for under IAS 39 and IAS 18.

ii
iii
iv For business with no maturity term included within the contracts, for example with-profits investment bonds such as Prudence Bond, an assumption

v

is made as to likely duration based on prior experience.
The maturity tables shown above have been prepared on a discounted basis. Details of undiscounted cash flow for investment contracts are shown 
in note G2.

204 Prudential plc Annual Report 2008

D3: US insurance operations

a Summary results and balance sheet 
i Results and movements on shareholders’ equity

Operating profit based on longer-term investment returns
Short-term fluctuations in investment returns

(Loss) profit before shareholder tax
Tax

(Loss) profit for the year

(Loss) profit for the year
Items recognised directly in equity:
Exchange movements

Unrealised valuation movements on securities classified as available-for-sale:

Unrealised holding losses arising during the year
Less losses included in the income statement

Related change in amortisation of deferred income and acquisition costs

Related tax

Total items of income and expense recognised directly in equity

Total income and expense for the year
Transfers to Central companies

Net (decrease) increase in equity
Shareholders’ equity at beginning of year

Shareholders’ equity at end of year

2008 £m

2007 £m

406
(1,058)

(652)
72

(580)

444
(18)

426
(126)

300

2008 £m

2007 £m

(580)

785

(3,197)
487

(2,710)
1,070
569

(286)

(866)
(126)

(992)
2,690

1,698

300

(42)

(231)
(13)

(244)
88
54

(144)

156
(122)

34
2,656

2,690

Included within the movements in shareholders’ equity is a net reduction in value of Jackson’s debt securities classified as
‘available-for-sale’ under IAS 39 of £2,710 million (2007: £244 million). This reduction reflects the effects of widening of global
credit spreads partially offset by the effect of reduced risk-free interest rates and a steepening yield curve.These temporary
market movements do not reflect defaults or impairments.

With the exception of debt securities for US insurance operations classified as ‘available-for-sale’ under IAS 39, unrealised

value movements on the Group’s investments are booked within the income statement. For debt securities classified as
‘available–for-sale’, unless impaired, fair value movements are recorded as a movement in shareholder reserves direct to equity.
Realised gains and losses, including impairments, are recorded in the income statement. In 2008, Jackson recorded £497 million
(2007: £35 million) of impairment losses arising from:

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Residential mortgage-backed securities
Public fixed income
Other

2008 £m

2007 £m

167
311
19

497

–
21
14

35

D

205

Notes on the Group financial statements
D: Life assurance businesses
continued

D3: US insurance operations continued

Further details on the impairment losses recognised in the year are shown in note B1. Jackson’s portfolio of debt securities is
managed proactively with credit analysts closely monitoring and reporting on the credit quality of its holdings. Jackson continues
to review its investments on a case-by-case basis to determine whether any decline in fair value represents an impairment. In
addition, investment in structured securities where market prices are depressed are subject to a rigorous review of their future
estimated cash flows, including expected and stress case scenarios, to identify potential shortfalls in contractual payments.
Impairment charges are generally recorded on structured securities when the Company forecasts a contractual payment shortfall.
The impairment loss reflects the difference between the fair value and book value. 

A portion of the impairment losses arising in 2008 arose on residential mortgage-backed securities (RMBS). The impairment
testing for RMBS was determined using a cash flow modelling approach designed to estimate future principal losses on underlying
collateral mortgage loans supporting the investments in the structures. Principal loss estimates were based on the current
delinquency/foreclosure statistics for the underlying pools. In aggregate, the more severe the current delinquency/foreclosure
statistics for an underlying pool, the higher the principal losses projected. Projected underlying losses for each collateral pool are
then run through a model of the bond structure to calculate the expected future cash flows of the bond. This cash flow simulation
will indicate the extent of estimated future principal losses on securitisation tranches held by Jackson. In 2008, the collateral
performance of these RMBS has deteriorated coupled with the deterioration of the market price of these securities. 

Note D3(d) below shows fair value of certain structured debt securities of Jackson when the markets are not active due to

market illiquidity. 

In general, the debt securities of the Group’s US insurance operations are purchased with the intention and the ability to hold
them for the longer term. In 2008, there was a movement in the balance sheet value for debt securities classified as available-for-
sale from a net unrealised loss of £136 million to a net unrealised loss of £2,897 million (2007: net unrealised gain of £110 million
to a net unrealised loss of £136 million). During 2008, as a result of these factors, the gross unrealised gain in the balance sheet
decreased from £303 million at 31 December 2007 to £281 million at 31 December 2008 while the gross unrealised loss increased
from £439 million at 31 December 2007 to £3,178 million at 31 December 2008. Details of the securities in an unrealised loss
position are shown in D3(d) below.

These features are included in the table shown below of the movements in the values of available-for-sale securities:

2008

2007

Assets fair valued at below book value

Book value
Unrealised loss

Fair value (as included in balance sheet)

Assets fair valued at or above book value

Book value
Unrealised gain

Fair value (as included in balance sheet)

Total

Book value
Net unrealised (loss) gain

Fair value (as included in balance sheet)*

Reflected as part of movement in shareholders’ equity

Movement in unrealised appreciation
Exchange movements

Changes in 
unrealised
appreciation†
£m

Foreign
exchange
translation
£m

£m

(2,572)

(167)

(138)

116

(2,710)

(51)

20,600
(3,178)

17,422

6,296
281

6,577

26,896
(2,897)

23,999

(2,710)
(51)

(2,761)

£m

10,730
(439)

10,291

8,041
303

8,344

18,771
(136)

18,635

(244)
(2)

(246) 

*Debt securities for US operations as included in the balance sheet of £24,249 million (2007: £19,002 million) comprise £23,999 million 

(2007: £18,635 million) in respect of securities classified as ‘available-for-sale’ and £250 million (2007: £367 million) for securities of consolidated
investment funds classified as ‘fair value through profit and loss’. 
†Translated at the closing rate of US$1.44: £1

Included within the movement in unrealised losses for the debt securities of Jackson of £2,572 million (2007: £183 million) as
shown above was a value reduction of £134 million (2007: £55 million) relating to the sub-prime and Alt-A securities as referred to
in section B6.

206 Prudential plc Annual Report 2008

ii Balance sheet

Assets
Intangible assets attributable to shareholders:

Deferred acquisition costs and other intangible assets

Total

Deferred tax assets
Other non-investment and non-cash assets
Investments of long-term business and other operations:

Investment properties
Financial investments:

Loansnote ii
Equity securities and portfolio holdings in unit trusts
Debt securitiesD3d
Other investmentsnote iii
Deposits

Total investments

Cash and cash equivalents

Total assets

Equity and liabilities
Equity
Shareholders’ equity
Minority interests

Total equity

Liabilities
Policyholder liabilities:note iv

Insurance contract liabilities
Investment contract liabilities without discretionary 
participation features (GIC and annuity certain)

Total

Core structural borrowings of shareholder-financed operations
Operational borrowings attributable to shareholder-financed operations
Other non-insurance liabilities:

Obligations under funding, securities lending and sale 

and repurchase agreements

Net asset value attributable to unit holders of 
consolidated unit trusts and similar funds

Deferred tax liabilities
Other creditors
Provisions
Derivative liabilities
Other liabilities

Total

Total liabilities

Total equity and liabilities

Variable annuity 
separate account
assets and
liabilities
note i
£m

Fixed 
annuity, GIC
and other
business
note i
£m

US insurance operations

2008

2007

Total
£m

Total
£m

–

–

–
–

–

–
14,538
–
–
–

14,538

–

3,962

3,962

1,969
1,819

13

5,121
604
24,249
1,256
390

31,633

246

3,962

3,962

1,969
1,819

13

5,121
15,142
24,249
1,256
390

46,171

246

1,928

1,928

657
994

8

3,258
15,507
19,002
762
258

38,795

169

14,538

39,629

54,167

42,543

–
–

–

1,698
–

1,698

1,698
–

1,698

2,690
1

2,691

14,538

27,938

42,476

32,926

–

14,538

–
–

–

–
–
–
–
–
–

–

2,885

30,823

173
511

3,321

88
1,337
529
23
863
263

6,424

2,885

45,361

173
511

3,321

88
1,337
529
23
863
263

6,424

14,538

14,538

37,931

39,629

52,469

54,167

1,922

34,848

125
591

2,721

65
639
333
19
158
353

4,288

39,852

42,543

Notes
i
ii

Assets and liabilities attaching to variable annuity business that are not held in the separate account are shown within other business.
Loans
The loans of Jackson of £5,121 million (2007: £3,258 million) comprise mortgage loans of £4,534 million (2007: £2,841 million) and policy loans of
£587 million (2007: £417 million). All of the mortgage loans are commercial mortgage loans which are collateralised by properties. The property types
are mainly industrial, multi-family residential, suburban office, retail and hotel.

Jackson’s mortgage loan portfolio does not include any single-family residential mortgage loans and is therefore not exposed to the risk of

defaults associated with residential sub-prime mortgage loans.

The policy loans are fully secured by individual life insurance policies or annuity policies. These loans are accounted for at amortised cost, less

any impairment.

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D

207

Notes on the Group financial statements
D: Life assurance businesses
continued

D3: US insurance operations continued

Notes continued
iii Other investments comprise: 

Derivative assetsnote G3
Partnerships in investment pools and other

2008
£m

675
581

1,256

2007
£m

390
372

762

Partnerships in investment pools and other comprise primarily investments in limited partnerships. These include interest in the PPM America Private
Equity Fund and diversified investments in 157 (2007: 164) other partnerships by independent money managers that generally invest in various
equities and fixed income loans and securities.

iv Summary policyholder liabilities (net of reinsurance) and reserves at 31 December 2008

The policyholder liabilities, net of reinsurers’ share of £800 million (2007: £436 million), reflect balances in respect of the following:

Policy reserves and liabilities on non-linked business:
Reserves for future policyholder benefits and claims payable
Deposits on investment contracts (as defined under US GAAP)
Guaranteed investment contracts
Unit-linked (variable annuity) business

2008
£m

2,518 
24,962
2,543
14,538

44,561

2007
£m

916
16,784
1,685
15,027

34,412

In addition to the policyholder liabilities above, Jackson has entered into a programme of funding arrangements under contracts which, in substance,
are almost identical to GICs. The liabilities under these funding arrangements totalled £3,233 million (2007: £2,607 million) and are included in ‘other
non-insurance liabilities’ in the balance sheet above.

b Reconciliation of movement in investments
A reconciliation of the total investments of US insurance operations from the beginning of the year to the end of the year is as follows:

At 1 January 2007

Total investments
Less: Derivative liabilities 

Directly held investments, net of derivative liabilities

Net cash inflow (outflow) from operating activities
Realised gains (losses) in the year
Unrealised gains (losses) in the year
Foreign exchange translation differences

Movement in the year of directly held investments, net of derivative liabilities 

At 31 December 2007/1 January 2008

Total investments
Less: Derivative liabilitiesnote G3

Directly held investments, net of derivative liabilities

Net cash inflow from operating activities
Realised gains (losses) in the year
Unrealised gains (losses) in the year
Foreign exchange translation differences

Movement in the year of directly held investments, net of derivative liabilities 

At 31 December 2008
Total investments
Less: Derivative liabilitiesnote G3

Directly held investments, net of derivative liabilities

208 Prudential plc Annual Report 2008

Variable annuity
separate account Fixed annuity, 
GIC and other
business
£m

assets and
liabilities
£m

US insurance
operations
Total
£m

11,367
–

11,367

3,227
–
620
(187)

3,660

15,027
–

15,027

1,363
–
(5,924)
4,072

(489)

24,762
(92)

24,670

(615)
(47)
16
(414)

(1,060)

23,768
(158)

23,610

1,499
(385)
(2,901)
8,947

7,160

36,129
(92)

36,037

2,612
(47)
636
(601)

2,600

38,795
(158)

38,637

2,862
(385)
(8,825)
13,019

6,671

14,538
–

14,538

31,633
(863)

30,770

46,171
(863)

45,308

c Reconciliation of movement in policyholder liabilities
A reconciliation of the total policyholder liabilities of US insurance operations from the beginning of the year to the end of the year
is as follows:

At 1 January 2007

Premiums
Surrenders
Maturities/Deaths

Investment-related items and other movements
Foreign exchange translation differences

At 31 December 2007/1 January 2008

Premiums
Surrenders
Maturities/Deaths
Investment-related items and other movements
Foreign exchange translation differences

At 31 December 2008

Variable annuity
Fixed annuity, 
separate account  GIC and other
business
£m

liabilities
£m

US insurance
operations
Total
£m

11,367

20,379

31,746

3,970
(960)
(92)

914
(172)

2,382
(2,516)
(398)

311
(337)

6,352
(3,476)
(490)

1,225
(509)

15,027

19,821

34,848

2,637
(1,053)
(161)
(6,288)
4,376

4,091
(2,799)
(403)
1,736
8,377

6,728
(3,852)
(564)
(4,552)
12,753

14,538

30,823

45,361

The positive investment-related and other movement during 2008 within fixed annuity, GIC and other business principally represents interest credited 
to the policyholder account and increases in reserves for variable annuity guarantees. Variable annuity separate account liabilities are mainly impacted by
market movements. 

d Information on credit risks of debt securities

Summary

Corporate security and commercial loans:

Publicly traded and SEC Rule 144A traded
Non-SEC Rule 144A traded

Residential mortgage-backed securities
Commercial mortgage-backed securities
Other debt securities

Total debt securities

F
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n
a
n
c
i
a
l

s
t
a
t
e
m
e
n
t
s

2008 £m

2007 £m

Carrying 
value

Carrying 
value

13,198
3,273

16,471
4,509
1,869
1,400

24,249

10,345
2,613

12,958
3,177
1,532
1,335

19,002

i Credit quality
For statutory reporting in the US, debt securities are classified into six quality categories specified by the Securities Valuation
Office of the National Association of Insurance Commissioners (NAIC). The categories range from Class 1 (the highest) to Class 6
(the lowest). Performing securities are designated as Classes 1 to 5. Securities in or near default are designated Class 6. Securities
designated as Class 3, 4, 5 and 6 are non-investment grade securities. Generally, securities rated AAA to A by nationally
recognised statistical ratings organisations are reflected in Class 1, BBB in Class 2, BB in Class 3 and B and below in Classes 4 to 6.
If a designation is not currently available from the NAIC, Jackson’s investment adviser, PPM America, provides the designation for
the purposes of disclosure below.

D

209

Notes on the Group financial statements
D: Life assurance businesses
continued

D3: US insurance operations continued

The following table shows the quality of publicly traded and SEC Rule 144A traded debt securities held by the US operations as at
31 December 2008 and 2007 by NAIC classifications:

2008

NAIC designation:
1
2
3
4
5
6

2008

2007

Carrying value

Carrying value

£m

% of total

£m

% of total

5,380
6,849
690
200
75
4

41
52
5
1
1
–

4,338
5,194
542
231
40
–

42
50
5
2
1
–

13,198

100

10,345

100

The following table shows the quality of the non-SEC Rule 144A traded private placement portfolio by NAIC classifications:

2008

NAIC designation:
1
2
3
4
5

2008

2007

Carrying value

Carrying value

£m

% of total

£m

% of total

1,268
1,655
285
54
11

3,273

39
50
9
2
0

100

1,011
1,351
206
45
–

2,613

39
52
8
1
–

100

The following table shows the quality of residential and commercial mortgage-backed securities:

Residential mortgage-backed securities (included within debt securities)
Total residential mortgage-backed securities
Residential mortgage-backed securities rated AAA or equivalent by a nationally recognised 

statistical ratings organisation (including Standard & Poor’s, Moody’s and Fitch):

Amount
Percentage of total
Residential mortgage-backed securities rated NAIC 1:
Amount
Percentage of total
Commercial mortgage-backed securities (included within debt securities)
Total commercial mortgage-backed securities
Commercial mortgage-backed securities rated AAA or equivalent by a nationally recognised 

statistical ratings organisation (including Standard & Poor’s, Moody’s and Fitch):

Amount
Percentage of total
Commercial mortgage-backed securities rated NAIC 1:
Amount
Percentage of total

2008

2007

Carrying
value
£m
(unless
otherwise
stated)

Carrying
value
£m
(unless 
otherwise
stated)

4,509

3,177

3,754
83.3%

4,241
94.1%

2,724
85.7%

3,170
99.8%

1,869

1,532

1,586
84.9%

1,815
97.1%

1,264
82.5%

1,462
95.4%

210 Prudential plc Annual Report 2008

Included within other debt securities of £1,400 million (2007: £1,335 million) in the summary shown above are £893 million 
(2007: £706 million) of asset-backed securities held directly by Jackson, of which £663 million (2007: £579 million) were NAIC
designation 1 and £159 million (2007: £127 million) NAIC designation 2. In addition, other debt securities includes £257 million
(2007: £316 million) in respect of securities held by the Piedmont trust entity and £250 million (2007: £313 million) from the
consolidation of investment funds managed by PPM America.

In addition to the ratings disclosed above, the following table summarises by rating the debt securities held by US insurance
operations as at 31 December 2008 using Standard and Poor’s (S&P), Moody’s and Fitch ratings:

S&P – AAA
S&P – AA+ to AA-
S&P – A+ to A-
S&P – BBB+ to BBB-
S&P – Other

Moody’s – Aaa
Moody’s – Aa1 to Aa3
Moody’s – A1 to A3
Moody’s – Baa1 to Baa3
Moody’s – Other

Fitch
Other

Total debt securities

2008 £m

2007 £m

Carrying
value

Carrying
value

5,321
853
5,244
7,077
1,321

3,896
1,187
3,657
5,415
1,113

19,816

15,268

458
100
111
100
95

864

464
3,105

549
118
47
79
78

871

380
2,483

24,249

19,002

In the table above, S&P ratings have been used where available. For securities where S&P ratings are not immediately available,
those produced by Moody’s and then Fitch have been used as an alternative. 

The amounts within Other which are not rated by S&P, Moody’s or Fitch have the following NAIC classifications:

NAIC 1
NAIC 2
NAIC 3-6

2008 £m

2007 £m

1,334
1,650
121

3,105

1,079
1,311
93

2,483

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ii Determining the fair value of debt securities when the markets are not active
Under IAS 39, unless categorised as ‘held to maturity’ debt securities are required to be fair valued. Where available, quoted
market prices are used. However, where securities are in inactive markets, IAS 39 requires that valuation techniques be applied.
Included in debt securities are debt securities with a fair value of £24,246 million (2007: £18,996 million) which are not quoted 
on active markets and for which fair value is determined using internal valuation techniques, or is provided by brokers or pricing
services, where the specific securities have been valued using valuation techniques by these third-party providers. Jackson selects
the source of pricing and/or the valuation technique with the objective of arriving at a fair value measurement which reflects the
price at which an orderly transaction would take place between market participants on the measurement date. Jackson performs
quantitative and qualitative analysis of prices received from third-parties e.g. independent brokers or pricing services to consider
whether these prices represent fair value, particularly when the markets are not active for the securities concerned. 

Debt securities of US insurance operations valued using internally derived valuation techniques in 2008 include certain asset-
backed securities which had previously been valued using prices provided by a pricing service or brokers in the context of active
markets. The use of such pricing sources has historically generated reliable fair values for these assets. The current market
dislocations have caused a reassessment of the valuation process for these asset-backed securities. In particular, beginning at the
end of the third quarter of 2008, the external prices obtained for certain asset-backed securities were deemed to be inappropriate
in the current market conditions.

D

211

Notes on the Group financial statements
D: Life assurance businesses
continued

D3: US insurance operations continued

For the valuations at 31 December 2008, Jackson has therefore utilised internal valuation models, provided by PPM America, to
derive fair values of all non agency residential mortgage-backed securities and asset-backed securities and certain commercial
mortgage-backed securities. The use of internal valuation models has resulted in a fair value of these securities that was higher
than those provided from pricing services and brokers of £760 million on a total amortised cost of £3.5 billion.

See note G1 for further details on the fair value measurement using valuation techniques when the markets are not active. 

iii Sub-prime, Alt-A and CDO funds exposures
Included within the debt securities of Jackson at 31 December 2008 are exposures to sub-prime and Alt-A mortgages and CDO
funds as follows:

Sub-prime mortgages (91% S&P rated AAA, 3% AA (2007: 100% S&P rated AAA))
Alt-A mortgages (60% AAA, 15% AA (2007: 77% AAA, 17% AA))

CDO funds*

2008 £m

2007 £m

Carrying 
value

Carrying 
value

291
646

937
320

237
660

897
260

1,257

1,157

*Including Group’s economic interest in Piedmont and other consolidated CDO portfolios.

Jackson defines its exposure to sub-prime mortgages as investments in residential mortgage-backed securities in which the
underlying borrowers have a US Fair Isaac Credit Organisation (FICO) credit score of 659 or lower. With an average FICO score 
of 610-620, Jackson’s sub-prime collateral could be categorised as ‘near prime’ with a score close to a prime score of 660. 

iv Debt securities classified as available-for-sale in an unrealised loss position
Debt securities above are shown net of cumulative impairment losses on retained securities of £846 million (2007: £246 million). 

The unrealised losses in the US insurance operations balance sheet on unimpaired securities are £(3,178) million 

(2007: £(439) million). This reflects assets with fair market value and book value of £17,422 million (2007: £10,291 million) and 
£20,600 million (2007: £10,730 million) respectively.

The following table shows the fair value of the debt securities in a gross unrealised loss position for various percentages of book
value and by maturity of security at 31 December 2008:

Fair value of securities as a percentage of book value

Between 90% and 100%
Between 80% and 90%
Below 80% 

By maturity of security

Less than 1 year
1 to 5 years
5 to 10 years
More than 10 years
Mortgage-backed securities 

Total

2008 £m

2007 £m

Fair 
value

Unrealised 
loss

8,757
4,581
4,084

17,422

(431)
(809)
(1,938)

(3,178)

Fair
value

9,370
784
137

10,291

Unrealised
loss

(274)
(122)
(43)

(439)

2008 £m

2007 £m

Unrealised 
loss

Unrealised 
loss

(21)
(537)
(1,236)
(395)
(989)

(3,178)

(1)
(54)
(164)
(60)
(160)

(439)

As shown in the table above, £1,938 million of the £3,178 million of gross unrealised losses at 31 December 2008 related to
securities whose fair value were below 80 per cent of the book value. The analysis of the £1,938 million, by category of debt
securities and by age analysis indicating the length of time for which their fair value was below 80 per cent of the book value, 
are as follows:

212 Prudential plc Annual Report 2008

Category analysis 

Residential mortgage-backed securities
Prime
Alt-A
Sub-prime

Commercial mortgage-backed securities
Other asset-backed securities

Total structured securities
Corporates

Total 

Age analysis

Less than 3 months
3 months to 6 months
More than 6 months

2008 £m

2007 £m

Fair 
value

Unrealised 
loss

Fair
value

Unrealised
loss

287
144
48

479
198
811

1,488
2,596

4,084

(115)
(127)
(39)

(281)
(86)
(375)

(742)
(1,196)

(1,938)

2
27
–

29
4
4

37
100

137

(1)
(10)
–

(11)
(1)
(1)

(13)
(30)

(43)

2008 £m

2007 £m

Fair 
value

Unrealised 
loss

3,118
696
270

4,084

(1,364)
(403)
(171)

(1,938)

Fair
value

137
–
–

137

Unrealised
loss

(43)
–
–

(43)

The following table shows the aged analysis for all the unrealised losses in the portfolio by reference to the length of time the
securities have been in an unrealised loss position:

Aged analysis of unrealised
losses for the periods indicated

Less than 6 months
6 months to 1 year
1 year to 2 years
2 years to 3 years
3 years to 4 years
4 years to 5 years
5 years to 6 years
6 years to 7 years

Non-
investment
grade

2008 £m

Investment
grade

(108)
(125)
(154)
(15)
(56)
(5)
–
–

(463)

(362)
(1,164)
(622)
(91)
(418)
(31)
(27)
–

(2,715)

Non-
investment
grade

2007 £m

Investment
grade

(9)
(21)
(2)
(34)
(1)
–
–
(1)

(68)

(58)
(115)
(21)
(140)
(8)
(27)
–
(2)

(371)

Total

(470)
(1,289)
(776)
(106)
(474)
(36)
(27)
–

(3,178)

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i

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a
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l

s
t
a
t
e
m
e
n
t
s

Total

(67)
(136)
(23)
(174)
(9)
(27)
–
(3)

(439)

Included within the table above are amounts relating to sub-prime and Alt-A securities of:

Fair value of securities as a percentage of book value

Between 90% and 100%
Between 80% and 90%
Below 80% 

2008 £m

2007 £m

Fair 
value

Unrealised 
loss

479
120
192

791

(27)
(19)
(166)

(212)

Fair
value

572
132
28

732

Unrealised
loss

(24)
(22)
(10)

(56)

Sub-prime and Alt-A securities with unrealised losses of £91 million (2007: £37 million) in the balance sheet at 31 December 2008
have been in an unrealised loss position for less than one year with the remaining securities with unrealised losses of £121 million
(2007: £19 million) being in an unrealised loss position for more than one year. 

D

213

Notes on the Group financial statements
D: Life assurance businesses
continued

D3: US insurance operations continued

e Products and guarantees
Jackson provides long-term savings and retirement products to retail and institutional customers throughout the US. Jackson 
offers fixed annuities (interest-sensitive, fixed indexed and immediate annuities), variable annuities (VA), life insurance and
institutional products.

i Fixed annuities
Interest-sensitive annuities
At 31 December 2008, interest-sensitive fixed annuities accounted for 29 per cent (2007: 25 per cent) of policy and contract
liabilities of Jackson. Interest-sensitive fixed annuities are primarily deferred annuity products that are used for retirement
planning and for providing income in retirement. They permit tax-deferred accumulation of funds and flexible payout options.
The policyholder of an interest-sensitive fixed annuity pays Jackson a premium, which is credited to the policyholder’s
account. Periodically, interest is credited to the policyholder’s account and in some cases administrative charges are deducted
from the policyholder’s account. Jackson makes benefit payments at a future date as specified in the policy based on the value 
of the policyholder’s account at that date.

The policy provides that at Jackson’s discretion it may reset the interest rate, subject to a guaranteed minimum. The minimum

guarantee varies from 1.5 per cent to 5.5 per cent (2007: 1.5 per cent to 5.5 per cent) depending on the jurisdiction of issue and
the date of issue, with 83 per cent (2007: 80 per cent) of the fund at three per cent or less. The average guarantee rate is 
3.1 per cent (2007: 3.1 per cent).

Approximately 34 per cent (2007: 30 per cent) of the interest-sensitive fixed annuities Jackson wrote in 2008 provide for a
market value adjustment, that could be positive or negative, on surrenders in the surrender period of the policy. This formula-
based adjustment approximates the change in value that assets supporting the product would realise as interest rates move up 
or down. The minimum guaranteed rate is not affected by this adjustment.

Fixed indexed annuities
Fixed indexed annuities accounted for eight per cent (2007: seven per cent) of Jackson’s policy and contract liabilities at 
31 December 2008. Fixed indexed annuities vary in structure, but generally are deferred annuities that enable policyholders 
to obtain a portion of an equity-linked return (based on participation rates and caps) but provide a guaranteed minimum return.
These guaranteed minimum rates are generally set at three per cent.

Jackson hedges the equity return risk on fixed indexed products using futures and options linked to the relevant index. 
The cost of these hedges is taken into account in setting the index participation rates or caps. Jackson bears the investment 
and surrender risk on these products.

Immediate annuities
At 31 December 2008, immediate annuities accounted for two per cent (2007: two per cent) of Jackson’s policy and contract
liabilities. Immediate annuities guarantee a series of payments beginning within a year of purchase and continuing over either 
a fixed period of years and/or the life of the policyholder. If the term is for the life of the policyholder, then Jackson’s primary 
risk is mortality risk. The implicit interest rate on these products is based on the market conditions that exist at the time the 
policy is issued and is guaranteed for the term of the annuity.

ii Variable annuities
At 31 December 2008, VAs accounted for 39 per cent (2007: 45 per cent) of Jackson’s policy and contract liabilities. VAs are
deferred annuities that have the same tax advantages and payout options as interest-sensitive and fixed indexed annuities.
The primary differences between VAs and interest-sensitive or fixed indexed annuities are investment risk and return. 
If a policyholder chooses a VA, the rate of return depends upon the performance of the selected fund portfolio. Policyholders
may allocate their investment to either the fixed or variable account. Investment risk on the variable account is borne by the
policyholder, while investment risk on the fixed account is borne by Jackson through guaranteed minimum fixed rates of return.
At 31 December 2008, approximately 18 per cent (2007: approximately nine per cent) of VA funds were in fixed accounts.
Jackson issues VA contracts where it contractually guarantees to the contractholder either a) return of no less than total
deposits made to the contract adjusted for any partial withdrawals, b) total deposits made to the contract adjusted for any partial
withdrawals plus a minimum return, or c) the highest contract value on a specified anniversary date adjusted for any withdrawals
following the contract anniversary. These guarantees include benefits that are payable in the event of death (guaranteed
minimum death benefit (GMDB)), annuitisation (guaranteed minimum income benefit (GMIB)), or at specified dates during 
the accumulation period (guaranteed minimum withdrawal benefit (GMWB)) and guaranteed minimum accumulation 
benefit (GMAB). Jackson hedges these risks using equity options and futures contracts as described in note D3(f). 
The GMIB is reinsured.

214 Prudential plc Annual Report 2008

iii Life insurance
Jackson’s life insurance products accounted for 10 per cent (2007: nine per cent) of Jackson’s policy and contract liabilities at 
31 December 2008. The products offered include variable universal life insurance, term life insurance and interest-sensitive 
life insurance.

iv Institutional products
Jackson’s institutional products consist of GICs, funding agreements (including agreements issued in conjunction with Jackson’s
participation in the US Federal Home Loan Bank programme) and medium-term note funding agreements. At 31 December 2008,
institutional products accounted for 12 per cent of policy and contract liabilities (2007: 12 per cent). Under a traditional GIC, the
policyholder makes a lump sum deposit. The interest rate paid is fixed and established when the contract is issued. If deposited
funds are withdrawn earlier than the specified term of the contract, an adjustment is made that approximates a market value
adjustment.

Under a funding agreement, the policyholder either makes a lump sum deposit or makes specified periodic deposits. Jackson

agrees to pay a rate of interest, which may be fixed but which is usually a floating short-term interest rate linked to an external
index. The average term of the funding arrangements is one to two years. Funding agreements terminable by the policyholder
with less than 90 days’ notice account for one per cent (2007: less than one per cent) of total policyholder reserves.

Medium-term note funding agreements are generally issued to support trust instruments issued on non-US exchanges or to

qualified investors (as defined by SEC Rule 144A). Through the funding agreements, Jackson agrees to pay a rate of interest,
which may be fixed or floating, to the holders of the trust instruments.

f Exposure to market risk and risk management
Jackson’s main exposures are to market risk through its exposure to interest rate risk and equity risk. Approximately 90 per cent
(2007: 90 per cent) of its general account investments support interest-sensitive and fixed indexed annuities, life business and
surplus and 10 per cent (2007: 10 per cent) support institutional business. All of these types of business contain considerable
interest rate guarantee features and, consequently, require that the assets that support them are primarily fixed income or fixed
maturity.

Prudential is exposed primarily to the following risks in the US arising from fluctuations in interest rates:

• The risk of loss related to meeting guaranteed rates of accumulation following a sharp and sustained fall in interest rates;
• the risk of loss related to policyholder withdrawals following a sharp and sustained increase in interest rates; and
• the risk of mismatch between the expected duration of certain annuity liabilities and prepayment risk and extension risk

inherent in mortgage-backed securities.

Prudential is also exposed to the following risks in the US arising from equity market movements:

• The risk of loss related to the incidence of benefits related to guarantees issued in conjunction with its VA contracts;
• the risk of loss related to meeting contractual accumulation requirements in FIA contracts; and
• the risk that the hedge programme is not effective in mitigation of periodic accounting risk.

Jackson enters into financial derivative transactions, including those noted below to reduce and manage business risks. 
These transactions manage the risk of a change in the value, yield, price, cash flows, or quantity of, or a degree of exposure 
with respect to assets, liabilities or future cash flows, which Jackson has acquired or incurred.

Jackson uses free-standing derivative instruments for hedging purposes. Additionally, certain liabilities, primarily trust
instruments supported by funding agreements, fixed indexed annuities, certain GMWB variable annuity features and reinsured
GMIB variable annuity features contain embedded derivatives as defined by IAS 39, ‘Financial Instruments: Recognition and
Measurement’. Jackson does not account for such derivatives as either fair value or cash flow hedges as might be permitted if 
the specific hedge documentation requirements of IAS 39 were followed. Financial derivatives, including derivatives embedded
in certain host liabilities that have been separated for accounting and financial reporting purposes are carried at fair value.
Value movements on the derivatives are reported within the income statement. Under the Group’s accounting policies
supplementary analysis of the profit before taxes attributable to shareholders is provided as shown in note B1. In preparing this
analysis, value movements on Jackson’s derivative contracts, other than for certain equity-based product management activities,
are included within short-term fluctuations in investment returns and excluded from operating results based on longer-term
investment returns. Value movements on derivative instruments used for certain equity-based product management activities,
based on a static long-term volatility assumption and, for embedded liabilities, average Corporate AA interest rates, are included
within operating results based on longer-term investment returns, as the value movements broadly offset the economic impact 
of changed levels of benefit payments and reserves as equity markets fluctuate. Any differences in value movements on these
derivatives between the static long-term volatility assumption and implied volatility or average Corporate AA interest rates and
ending Corporate AA interest rates is reflected as a component of short-term fluctuations. The types of derivatives used by
Jackson and their purpose are as follows:

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D

215

Notes on the Group financial statements
D: Life assurance businesses
continued

D3: US insurance operations continued

• Interest rate swaps generally involve the exchange of fixed and floating payments over the life of the agreement without an

exchange of the underlying principal amount. These agreements are used for hedging purposes;

• put-swaption contracts provide the purchaser with the right, but not the obligation, to require the writer to pay the present

value of a long-duration interest rate swap at future exercise dates. Jackson purchases and writes put-swaptions with maturities
up to 10 years. On a net basis, put-swaptions hedge against significant upward movements in interest rates;

• equity index futures contracts and equity index call and put options are used to hedge Jackson’s obligations associated with its

issuance of fixed indexed immediate and deferred annuities and certain VA guarantees. These annuities and guarantees contain
embedded options which are fair valued for financial reporting purposes;

• total return swaps in which Jackson receives equity returns or returns based on reference pools of assets in exchange for short-

term floating rate payments based on notional amounts, are held for both hedging and investment purposes;

• cross-currency swaps, which embody spot and forward currency swaps and additionally, in some cases, interest rate swaps and
equity index swaps, are entered into for the purpose of hedging Jackson’s foreign currency denominated funding agreements
supporting trust instrument obligations;

• spread cap options are used as a macro-economic hedge against declining interest rates. Jackson receives quarterly settlements
based on the spread between the two-year and the 10-year constant maturity swap rates in excess of a specified spread; and

• credit default swaps, represent agreements under which Jackson has purchased default protection on certain underlying

corporate bonds held in its portfolio. These contracts allow Jackson to sell the protected bonds at par value to the counterparty
in the event of their default in exchange for periodic payments made by Jackson for the life of the agreement.

Note D3(j) parts (iii) and (iv) show the sensitivities of Jackson’s results through its exposure to equity risk and interest rate risk.

g Process for setting assumptions and determining contract liabilities
Under the MSB of reporting applied under IFRS 4 for insurance contracts, providing the requirements of the Companies Act, UK
GAAP standards and the ABI SORP are met, it is permissible to reflect the previously applied UK GAAP basis. Accordingly, and
consistent with the basis explained in note A4, in the case of Jackson the carrying values of insurance assets and liabilities are
consolidated into the Group accounts based on US GAAP.

Under US GAAP, investment contracts (as defined for US GAAP purposes) are accounted for by applying in the first instance

a retrospective deposit method to determine the liability for policyholder benefits. This is then augmented by potentially three
additional amounts. These amounts are for:

• Any amounts that have been assessed to compensate the insurer for services to be performed over future periods 

(i.e. deferred income);

• any amounts previously assessed against policyholders that are refundable on termination of the contract; and
• any probable future loss on the contract (i.e. premium deficiency).

Capitalised acquisition costs and deferred income for these contracts are amortised over the life of the book of contracts. The
present value of the estimated gross profits is generally computed using the rate of interest that accrues to policyholder balances
(sometimes referred to as the contract rate). Estimated gross profits include estimates of the following elements, each of which
will be determined based on the best estimate of amounts of the following individual elements over the life of the book of
contracts without provision for adverse deviation for:

• Amounts expected to be assessed for mortality less benefit claims in excess of related policyholder balances;
• amounts expected to be assessed for contract administration less costs incurred for contract administration;
• amounts expected to be earned from the investment of policyholder balances less interest credited to policyholder balances; 
• amounts expected to be assessed against policyholder balances upon termination of contracts (sometimes referred to as

surrender charges); and

• other expected assessments and credits.

VA contracts written by Jackson may, as described above, provide for GMDB, GMIB, GMWB and GMAB features. In general
terms, liabilities for these benefits are accounted for under US GAAP by using estimates of future benefits and fees under best
estimate persistency assumptions.

The GMDB liability is determined each period end by estimating the expected value of death benefits in excess of the
projected account balance and recognising the excess ratably over the life of the contract based on total expected assessments.
At 31 December 2008, the GMDB liability was valued using a series of deterministic investment performance scenarios, a mean
investment return of 8.4 per cent (2007: 8.4 per cent) and assumptions for lapse, mortality and expense that are the same as those
used in amortising the capitalised acquisition costs.

The direct GMIB liability is determined by estimating the expected value of the annuitisation benefits in excess of the

projected account balance at the date of annuitisation and recognising the excess ratably over the accumulation period based on
total expected assessments.

216 Prudential plc Annual Report 2008

The assumptions used for calculating the direct GMIB liability at 31 December 2008 and 2007 are consistent with those used for
calculating the GMDB liability.

Jackson regularly evaluates estimates used and adjusts the additional GMDB and GMIB liability balances, with a related
charge or credit to benefit expense, if actual experience or other evidence suggests that earlier assumptions should be revised.
GMIB benefits are essentially fully reinsured, subject to annual claim limits. As this reinsurance benefit is net settled, it is
considered to be a derivative under IAS 39 and is, therefore, recognised at fair value with the change in fair value included as 
a component of short-term derivative fluctuations.

Most GMWB features are considered to be embedded derivatives under IAS 39. Therefore, provisions for these benefits 
are recognised at fair value, with the change in fair value included in operating profit based on longer-term investment returns.
Certain GMWB features guarantee payments over a lifetime and, therefore, include mortality risk. Provisions for these GMWB
amounts are valued consistent with the GMDB valuation method discussed above.

For periods prior to 2008, the fair values of Jackson’s GMWB reserves and GMIB reinsurance were calculated based on
actuarial and capital market assumptions related to projected cash flows, including benefits and related contract charges, over 
the lives of the contracts, incorporating expectations concerning policyholder behaviour such as lapses, fund selection, resets
and withdrawal utilisation. Because of the dynamic and complex nature of these cash flows, best estimate assumptions and a
stochastic process involving the generation of thousands of scenarios that assume risk neutral returns consistent with swap rates
and incorporating implied volatility data and evaluations of historical volatilities for various indices were used. Estimating these
cash flows involved numerous estimates and subjective judgements including those regarding expected market rates of return,
market volatility, correlations of market index returns to funds, fund performance, discount rates, utilisation of the benefit by
policyholders under varying conditions and policyholder lapsation. 

At each valuation date, Jackson assumed expected returns based on risk-adjusted spot rates as represented by the LIBOR
forward curve as of that date and market volatility as determined with reference to implied volatility and evaluations of historical
volatilities for various indices. The risk-adjusted spot rates as represented by the LIBOR spot curve as of the valuation date were
used to determine the present value of expected future cash flows produced in the stochastic process. As GMWB obligations are
relatively new in the marketplace, actual policyholder behaviour experience is limited. As a result, estimates of future
policyholder behaviour are subjective and based on internal and external data. As markets change, mature and evolve and actual
policyholder behaviour emerges, management continually evaluates the appropriateness of its assumptions for this component
of the fair value model.

Effective 1 January 2008, Jackson re-evaluated certain assumptions used in the calculation of the reserves related to GMWB

and GMIB reinsurance. As a result, Jackson now bases its volatility assumptions solely on implied market volatility with no
reference to historical volatility levels and explicitly incorporates Jackson’s own credit risk in place of the risk-adjusted rates
referenced above. Volatility assumptions are now based on a weighting of available market data on implied volatility for durations
up to 12 years, at which point the projected volatility is held constant. Non-performance risk is incorporated into the calculation
through the use of interest rates sourced from a AA corporate credit curve. Other risk margins, particularly for market illiquidity
and policyholder behaviour are also incorporated into the model through the use of explicitly conservative assumptions. On a
periodic basis, Jackson rationalises the resulting fair values based on comparisons to other models and market movements.

With the exception of the GMDB, GMIB, GMWB and GMAB features of VA contracts, the financial guarantee features of
Jackson’s contracts are in most circumstances not explicitly valued, but the impact of any interest guarantees would be reflected
as they are earned in the current account value (i.e. the US GAAP liability).

For traditional life insurance contracts, provisions for future policy benefits are determined under US GAAP standards SFAS

60, ‘Accounting and Reporting by Insurance Enterprises’ using the net level premium method and assumptions as of the issue
date as to mortality, interest, policy lapses and expenses plus provisions for adverse deviation.

Institutional products are accounted for as investment contracts under IFRS with the liability classified as being in respect 
of financial instruments rather than insurance contracts, as defined by IFRS 4. In practice, there is no material difference between
the IFRS and US GAAP basis of recognition and measurement for these contracts.

Certain institutional products representing obligations issued in currencies other than US dollars have been hedged for
changes in exchange rates using cross-currency swaps. The fair value of derivatives embedded in funding agreements, as well 
as foreign currency transaction gains and losses, are included in the carrying value of the trust instruments supported by funding
agreements recorded in other non-insurance liabilities.

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h Reinsurance
The principal reinsurance ceded by Jackson outside the Group is on term life insurance, direct and assumed accident and 
health business and GMIB variable annuity guarantees. In 2008, the premiums for such ceded business amounted to £68 million
(2007: £60 million). Net commissions received on ceded business and claims incurred ceded to external reinsurers totalled 
£10 million and £49 million, respectively, during 2008 (2007: £10 million and £47 million respectively). There were no deferred
gains or losses on reinsurance contracts in either 2008 or 2007. The reinsurance asset for business ceded outside the Group 
was £800 million (2007: £436 million).

D

217

Notes on the Group financial statements
D: Life assurance businesses
continued

D3: US insurance operations continued

i Assumptions used to measure insurance assets and liabilities
2008
a Measurement basis for embedded derivatives of variable annuity business 
There were no changes of assumptions that had a material effect on the Jackson results. However, there has been a significant
change of estimation technique for two aspects of the basis of measuring ‘embedded derivatives’ for Guaranteed Minimum
Withdrawal Benefit (GMWB) features of Jackson’s variable annuity products and the reinsurance of the Guaranteed Minimum
Income Benefit (GMIB). The two aspects are for the application of:

i

Implied current equity volatility levels rather than historic long-term average levels, which had been applied previously, and

ii The reference basis for determining the discount rate to apply to future cash flows in the projection of the effect of the guarantees. 

The change is to apply AA corporate bond rates based off appropriate Merrill Lynch indices, rather than LIBOR based swap rates
that, in 2008, had become both anomalously low and distorted by comparison to US Treasury bond curve rates. In broad terms,
corporate AA rates were approximately 400 basis points higher than the LIBOR based swap rates at the end of 2008. Similarly, 
at the beginning of 2008 corporate AA rates were approximately 100 basis points higher than the LIBOR based swap rate.

The effect of the change in respect of equity volatility is to increase the total loss for 2008 for Jackson by £126 million. 
The effect of the change for the reference basis for discounting is to reduce the total loss by £173 million.

b Deferred acquisition costs 
Income statement – amortisation for variable annuity business
Under IFRS 4, the Group applies US GAAP to the insurance assets and liabilities of Jackson. Under the US GAAP standard FAS 97,
acquisition costs for Jackson’s fixed and variable annuity business are deferred and then amortised in line with the expected
emergence of margins. The amortisation profile is dependant on assumptions which, for variable annuity business, the key
assumption is the expected level of equity market returns. For 2008 and recent previous years a rate of 8.4 per cent has been
applied using, as is industry practice, a mean reversion methodology.

The mean reversion methodology is applied with the objective of adjusting the amortisation of deferred acquisition costs that
would otherwise be highly volatile for the fact that the expected level of future gross profits fluctuates for altered variable annuity
asset values arising from changes in equity market levels at the end of each reporting period.

The mean reversion methodology achieves this objective by dynamic adjustment to the level of expectations of short-term

future investment returns. Under the methodology the projected returns for the next five years are, for the purposes of
determining the amortisation profile, set so that normally combined with the actual returns for the current and preceding two
years the average rate of return is 8.4 per cent. The mean reversion methodology does, however, include a cap of 15 per cent per
annum on the project return for each of the next five years. For 2008 this capping effect applied to restrict the projected returns
below the rate of approximately 20 per cent per annum level that would have otherwise applied. Projected returns after the next
five years are set at 8.4 per cent.

In 2008, US equity market indices fell by some 38.5 per cent. If there had been no mean reversion methodology in place there

would have been an increased amortisation charge of approximately £250 million.

However, as noted above, the mean reversion methodology allows for a substantial, but not complete, recovery of the lost

fund value. As a result, DAC amortisation, reflected in the 2008 results after incorporating the mean reversion has instead
increased by some £140 million, of which £40 million arises due to the capping feature.

Statement of changes in equity – ‘shadow DAC adjustments’
Consequent upon the negative unrealised valuation movement in 2008 of £(2,710) million (2007: £(244) million) there is a credit
of £1,070 million (2007: £88 million) for altered ‘shadow’ amortisation booked within the statement of changes in equity. These
adjustments reflect the changes to the pattern of reported gross profits that would have happened if the assets had been sold,
crystallising the loss, and the proceeds reinvested at correspondingly higher current yields. In the event of further unrealised
losses, this dynamic would be constrained under two circumstances. Firstly, the DAC asset would not be written up any further
beyond the original deferral plus a provision for interest accrual on the asset. Secondly, and more generally, the write up of DAC
would be constrained if not supported by expectations of future profitability. 

2007
The operating profit based on longer-term investment returns of £444 million for US insurance operations for 2007 has been
determined after taking account of several changes of assumptions during the year. Generally, assumptions were modified in
2007 to conform to more recent experience. These changes included revisions to the assumptions regarding mortality rates,
resulting in an increase in operating profits of £14 million, and utilisation of free partial withdrawal options, resulting in a decrease
to operating profits of £4 million. In addition, several smaller changes relating to lapse rates and other assumptions resulted in a
decrease of £2 million in operating profits. Combined with other minor modifications, the resulting net impact of all changes
during the year was an increase in pre-tax profits of £8 million.

218 Prudential plc Annual Report 2008

j Sensitivity of IFRS basis profit and equity to market and other risks
i Currency fluctuations
Consistent with the Group’s accounting policies, the profits of the Group’s US operations are translated at average exchange 
rates and shareholders’ equity at the closing rate for the reporting period. For 2008, the rates were US$1.85 (2007: US$2.00) and
US$1.44 (2007: US$1.99) to £1 sterling, respectively. A 10 per cent increase or decrease in these rates would reduce or increase
profit before tax attributable to shareholders, profit for the year and shareholders’ equity attributable to US insurance operations
respectively as follows:

A 10% increase in 
exchange rates

A 10% decrease in
exchange rates

(Loss) profit before tax attributable to shareholders*
(Loss) profit for the year
Shareholders’ equity attributable to US insurance operations

2008 £m

2007 £m

2008 £m

2007 £m

59
51
(158)

(39)
(29)
(242)

(72)
(62)
193

48
35
296

*Sensitivity on (loss) profit before tax i.e. aggregate of the operating profit based on longer-term investment returns and short-term fluctuations, as

discussed in note B1.

The opposite effect of a 10 per cent increase and decrease of exchange rates on (loss) profit for 2008 compared to 2007 is due to
a loss before and after tax for 2008 compared to a profit before and after tax for 2007.

ii Other sensitivities
The principal determinants of variations in operating profit based on longer-term returns are:

• Growth in the size of assets under management covering the liabilities for the contracts in force; 
• incidence of guarantees and the effectiveness of the related hedge programme; and 
• spread returns for the difference between investment returns and rates credited to policyholders.

For the purpose of determining longer-term returns, adjustment is necessary for the normalisation of investment returns to
remove the effects of short-term volatility in investment returns.

• Amortisation of deferred acquisition costs.

For term business, acquisition costs are deferred and amortised in line with expected premiums. For annuity business, acquisition
costs are deferred and amortised in line with expected gross profits on the relevant contracts. For interest-sensitive business, the
key assumption is the expected long-term spread between the earned rate and the rate credited to policyholders, which is based
on an annual spread analysis. In addition, expected gross profits depend on mortality assumptions, assumed unit costs and
terminations other than deaths (including the related charges) all of which are based on a combination of actual experience of
Jackson, industry experience and future expectations. 

A detailed analysis of actual experience is measured by internally developed mortality and persistency studies. For variable

annuity business, the key assumption is the expected long-term level of equity market returns, which for 2008 and 2007 was 
8.4 per cent per annum implemented using a mean reversion methodology. These returns affect the level of future expected
profits through their effects on the fee income and the required level of provision for guaranteed minimum death benefit claims.
The mean reversion methodology dampens the impact of equity market movements during a particular year, but does not fully
eliminate the effects of movements in the equity markets. 

In addition, the mean reversion methodology includes both a cap and a floor that determine the maximum impact that the

methodology may have. Due to the significant market movements during 2008, Jackson exceeded the cap on future equity
market returns, resulting in a higher level of DAC amortisation than would have been recognised had the cap not been met.

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• Variations in fees and other income, offset by variations in market value adjustment payments and, where necessary,

strengthening of liabilities.

Except to the extent of mortality experience, which primarily affects profits through variations in claim payments and GMDB
reserves, the profits of Jackson are relatively insensitive to changes in insurance risk.

D

219

Notes on the Group financial statements
D: Life assurance businesses
continued

D3: US insurance operations continued

iii Exposure to equity risk
As noted in note D3(f), Jackson is exposed to equity risk through the options embedded in the fixed indexed liabilities and GMDB
and GMWB guarantees included in certain VA benefits. This risk is managed using a comprehensive equity hedging programme
to minimise the risk of a significant economic impact as a result of increases or decreases in equity market levels while taking
advantage of naturally offsetting exposures in Jackson’s operations. Jackson purchases external futures and options that hedge
the risks inherent in these products, while also considering the impact of rising and falling separate account fees. 

As a result of this hedging programme, if the equity markets were to increase, Jackson’s free-standing derivatives would
decrease in value. However, over time, this movement would be broadly offset by increased separate account fees and reserve
decreases, net of the related changes to amortisation of deferred acquisition costs. Due to the nature of the free-standing and
embedded derivatives, this hedge, while highly effective on an economic basis, may not completely mute the immediate impact
of the market movements as the free-standing derivatives reset immediately while the hedged liabilities reset more slowly (see
note D3(g) for further details on the valuation of the guarantees) and fees are recognised prospectively. 

At 31 December 2008 based on the hedges in place at that time, it is estimated that an immediate decrease in the equity
markets of 10 per cent would result in an accounting charge, net of related DAC amortisation, before tax of up to £20 million,
excluding the impact on future separate account fees. After related deferred tax there would have been an estimated reduction 
in shareholders’ equity at 31 December 2008 of up to £15 million. An immediate decrease in the equity markets of 20 and 
40 per cent would result in an accounting charge, net of related DAC amortisation, before tax of up to £40 million and £ 90 million
respectively, excluding the impact on future separate account fees. After related deferred tax there would have been an
estimated reduction in shareholders’ equity at 31 December 2008 of up to £30 million and £60 million respectively. Since the
year-end we have implemented additional equity hedging to reduce the exposure to further falls in the level of the S&P index.

An immediate increase in the equity markets of the percentages above would result in an approximately equal and opposite

estimated effect on profit and shareholders’ equity. At 31 December 2007, it was estimated that an immediate decrease in the
equity markets at 10 per cent would result in an accounting benefit, net of related DAC amortisation, before tax of up to £30
million, excluding the impact on future separate account fees. After related deferred tax, it was estimated that there would have
been an increase in shareholders’ equity of up to £20 million. The difference in the effects of a decrease in the equity markets at
31 December 2008 and 2007 was due to an increased number of GMDB and GMWB guarantees being ‘in the money’. As a result
of this changed position, the adverse effects from a decreasing equity market at 31 December 2008 more than offsets the benefits
from the hedging instruments.

The actual impact on financial results would vary contingent upon the volume of new product sales and lapses, changes to 
the derivative portfolio, correlation of market returns and various other factors including volatility, interest rates and elapsed time.
In addition, Jackson is also exposed to equity risk from its holding of equity securities, partnerships in investment pools and

other financial derivatives. 

Jackson has extended the range of reasonably possible movements in the value of equity securities, partnerships in

investment pools and other financial derivatives at 31 December 2008. Consequently, in addition to the movement of 10 per cent
as applied at 31 December 2007, for 2008, Jackson has also estimated the sensitivity to movements of 20 and 40 per cent. 
A 10 per cent fall in their value at 31 December 2008 and 2007 and a 20 and 40 per cent fall in their value at 31 December 2008
would have given rise to the following effects on pre-tax profit, net of related changes in amortisation of DAC, profit after tax and
shareholders’ equity.

Pre-tax profit, net of related changes in amortisation of DAC
Related deferred tax effects

Net sensitivity of profit after tax and shareholders’ equity

A decrease
of 40%

(255)
89

(166)

2008 £m

A decrease 
of 20%

2007 £m

A decrease
of 10%

A decrease 
of 10%

(141)
49

(92)

(98)
34

(64)

(76)
26

(50)

iv Exposure to interest rate risk
Notwithstanding the market risk exposure described in note D3(f), except in the circumstances of interest rate scenarios where
the guarantee rates included in contract terms are higher than crediting rates that can be supported from assets held to cover
liabilities, the accounting measurement of fixed annuity liabilities of Jackson products is not generally sensitive to interest rate 
risk. This position derives from the nature of the products and the US GAAP basis of measurement described in notes D3(e) 
and D3(g). The GMWB features attaching to variable annuity business represents embedded derivatives which are fair valued
and so will be sensitive to changes in interest rate.

220 Prudential plc Annual Report 2008

Debt securities and related derivatives are marked to fair value. Value movements on derivatives, again net of related changes to
amortisation of DAC and deferred tax, are recorded within profit and loss. Fair value movements on debt securities, net of related
changes to amortisation of DAC and deferred tax, are recorded within the statement of changes in equity. Similar to the sensitivity
analysis to equity prices movement above, Jackson has extended the range of the movements in interest rates that are reasonably
possible to occur at 31 December 2008 in its sensitivity analysis. In addition to the movement in interest rates of one per cent as
applied at 31 December 2007, for 2008, Jackson has also estimated the sensitivity to movement in interest rates of two per cent.
The estimated sensitivity of these items and policyholder liabilities to a one per cent decrease and increase in interest rates at 
31 December 2008 and 2007 and to a two per cent decrease and increase in interest rates at 31 December 2008 is as follows:

2008 £m

2007 £m

A 2%
decrease

A 1%
decrease

A 1%
increase

A 2% 
increase

A 1%
decrease

A 1% 
increase

Profit and loss
Direct effect

Derivatives value change
Policyholder liabilities

Related effect on amortisation of DAC

Pre-tax profit effect 

Operating profit based on longer-term 

investment returns

Short-term fluctuations in investment returns

Related effect on charge for deferred tax

Net profit effect

Statement of changes in equity

(575)
(517)
498

(128)
(466)
(594)
206

(388)

(268)
(218)
215

(59)
(212)
(271)
94

(177)

283
182
(193)

64
208
272
(95)

177

639
350
(395)

146
448
594
(207)

387

Direct effect on carrying value of debt securities
Related effect on amortisation of DAC
Related effect on movement in deferred tax

Net effect 

Total net effect on IFRS equity

2,476
(619)
(650)

1,207

819

1,238
(310)
(325)

603

426

(1,238)
310
325

(603)

(426)

(2,476)
619
650

(1,207)

(820)

(116)
(38)
52

(15)
(87)
(102)
36

(66)

848
(212)
(223)

413

347

163
29
(58)

11
123
134
(47)

87

(848)
212
223

(413)

(326)

k Duration of liabilities
The Group uses cash flow projections of expected benefit payments as part of the determination of the value of in-force business
when preparing EEV basis results. The maturity profile of the cash flows used for that purpose for 2008 and 2007 is as follows:

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Policyholder liabilities

Expected maturity: 
0 to 5 years
5 to 10 years
10 to 15 years
15 to 20 years
20 to 25 years
Over 25 years

2008 £m

2007 £m

Fixed 
annuity 
and other 
business 
(including
GICs and 
similar 
contracts)

30,823

%

49
26
11
6
3
5

Fixed
annuity 
and other
business
(including 
GICs and
similar 
contracts)

19,821

%

51
26
11
5
3
4

Variable
annuity

14,538

%

46
28
14
7
3
2

Variable 
annuity

15,027

%

48
30
13
6
2
1

D

The maturity tables shown above have been prepared on a discounted basis. Details of undiscounted cash flows for investment
contracts are shown in note G2.

221

Notes on the Group financial statements
D: Life assurance businesses
continued

D4: Asian insurance operations

a Summary balance sheet 

Assets
Intangible assets attributable to shareholders:

Goodwill
Deferred acquisition costs and other intangible assets

Total

Intangible assets attributable to with-profit funds:

Deferred acquisition costs and other intangible assets

Deferred tax assets
Other non-investment and non-cash assets
Investments of long-term business and other operations:

Investment properties
Financial investments:

Loansnote ii
Equity securities and portfolio holdings in unit trusts
Debt securitiesnote d
Other investments
Deposits

Total investments

Cash and cash equivalents

Total assets

With-profits
business
note i
£m

Unit-linked
assets and
liabilities
£m

Asian insurance operations

2008

2007

Other
£m

Total
£m

Total
£m

–
–

–

113
–
225

–

809
2,800
5,201
11
45

8,866

646

9,850

–
–

–

–
–
136

–

113
4,846
1,889
68
414

7,330

169

7,635

111
1,247

1,358

–
101
1,055

20

783
431
4,023
65
291

5,613

686

8,813

111
1,247

1,358

113
101
1,416

20

1,705
8,077
11,113
144
750

21,809

1,501

26,298

111
745

856

–
73
689

14

1,087
9,804
6,920
42
377

18,244

679

20,541

222 Prudential plc Annual Report 2008

Equity and liabilities
Equity
Shareholders’ equity
Minority interests

Total equity

With-profits
business
note i
£m

Unit-linked
assets and
liabilities
£m

Asian insurance operations

2008

2007

Other
£m

Total
£m

Total
£m

–
–

–

–
–

–

2,167
7

2,174

2,167
7

2,174

1,369
7

1,376

Liabilities
Policyholder liabilities and unallocated surplus of with-profits funds:

Insurance contract liabilities
Investment contract liabilities with discretionary 

participation features

Investment contract liabilities without discretionary 

participation features

Unallocated surplus of with-profits funds

Total

7,823

7,220

5,755

20,798

16,912

79

32
160

–

–
–

–

–
–

79

32
160

84

37
146

8,094

7,220

5,755

21,069

17,179

Other non-insurance liabilities:
Operational borrowings attributable to shareholders-financed 

operations
Net asset value attributable to unit holders of consolidated 

unit trusts and similar funds 

Current tax liabilities
Deferred tax liabilities
Accruals and deferred income
Other creditors
Provisions
Derivative liabilities
Other liabilities

Total

Total liabilities

Total equity and liabilities

–

832
4
239
–
556
9
30
86

1,756

9,850

9,850

–

322
–
–
–
–
–
–
93

415

130

–
72
202
130
240
28
2
80

754

130

1,154
76
441
130
796
37
32
259

2,925

7,635

7,635

6,639

8,813

24,124

26,298

–

506
24
362
111
627
33
2
321

1,986

19,165

20,541

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Notes
i

ii

The balance sheet for with-profits business comprises the with-profits assets and liabilities of the Hong Kong, Malaysia and Singapore with-profits
operations. Assets and liabilities of other participating business are included in the column for ‘other business’.
The loans of the Group’s Asian insurance operations of £1,705 million (2007: £1,087 million) comprise mortgage loans of £238 million (2007: 
£132 million), policy loans of £675 million (2007: £430 million) and other loans of £792 million (2007: £525 million). The mortgage and policy loans
are secured by properties and life insurance policies respectively. The majority of the other loans are commercial loans held by the Malaysian
operation and which are all investment graded by two local rating agencies.

D

223

Notes on the Group financial statements
D: Life assurance businesses
continued

D4: Asian insurance operations continued

Summary policyholder liabilities (net of reinsurance) and unallocated surplus
The policyholder liabilities (net of reinsurance of £24 million (2007: £12 million)) and unallocated surplus shown in the table
above reflect the following balances:

With-profits business
Unallocated surplus of Asian with-profits operations
Unit-linked business
Other business

2008 £m

2007 £m

7,934
160
7,220
5,731

6,397
146
6,971
3,653

21,045

17,167

At 31 December 2008, the policyholder liabilities (net of reinsurance) and unallocated surplus for Asian operations of 
£21.0 billion (2007: £17.2 billion) comprised the following:

Singapore
Hong Kong
Taiwan
Malaysia
Japan
Other countries

Total Asian operations

2008 £m

2007 £m

5,426
5,100
4,024
1,587
1,100
3,808

5,462
3,901
2,781
1,201
695
3,127

21,045

17,167

b Reconciliation of movement in investments
A reconciliation of the total investments of Asian insurance operations from the beginning of the year to the end of the year is 
as follows:

With-profits 
business
£m

Unit-linked
assets and 
liabilities
£m

At 1 January 2007

Total investments
Less: Investments held by consolidated investment funds
Less: Derivative liabilities 

Directly held investments, net of derivative liabilities

Net cash inflow from operating activities
Realised gains (losses) in the year
Unrealised gains (losses) in the year
Foreign exchange translation differences

5,945
(242)
0

5,703

858
783
(255)
111

Movement in the year of directly held investments, net of derivative liabilities 

1,497

At 31 December 2007/1 January 2008

Total investments
Less: Investments held by consolidated investment funds
Less: Derivative liabilitiesnote G3

Directly held investments, net of derivative liabilities

Net cash inflow from operating activities
Realised gains (losses) in the year
Unrealised gains (losses) in the year
Foreign exchange translation differences

7,418
(218)
0

7,200

342
(236)
(1,362)
2,217

Movement in the year of directly held investments, net of derivative liabilities 

961

At 31 December 2008
Total investments
Less: Investments held by consolidated investment funds
Less: Derivative liabilitiesnote G3

Directly held investments, net of derivative liabilities

8,866
(705)
–

8,161

4,066
0
0

4,066

1,965
327
286
146

2,724

6,790
0
0

6,790

1,786
(99)
(2,685)
1,385

387

7,330
(153)
–

7,177

Other
£m

3,714
(305)
(4)

3,405

(92)
374
(159)
41

164

4,036
(465)
(2)

3,569

468
62
(152)
1,391

1,769

5,613
(243)
(32)

5,338

224 Prudential plc Annual Report 2008

Asian
insurance
operations
Total
£m

13,725
(547)
(4)

13,174

2,731
1,484
(128)
298

4,385

18,244
(683)
(2)

17,559

2,596
(273)
(4,199)
4,993

3,117

21,809
(1,101)
(32)

20,676

c Reconciliation of movement in policyholder liabilities and unallocated surplus of with-profits funds
A reconciliation of the total policyholder liabilities and unallocated surplus of with-profits funds of Asian insurance operations
from the beginning of the year to the end of the year is as follows:

At 1 January 2007

Premiums
Surrenders
Maturities/Deaths

Shareholders transfer post tax
Investment-related items and other movements
Foreign exchange translation differences

With-profits 
business
£m

Unit-linked
assets and 
liabilities
£m

5,500

4,134

860
(146)
(183)

(21)
441
96

2,457
(689)
(52)

–
914
207

Other
£m

3,255

641
(197)
(160)

–
103
19

Asian
insurance
operations
Total
£m

12,889

3,958
(1,032)
(395)

(21)
1,458
322

At 31 December 2007/1 January 2008

6,547

6,971

3,661

17,179

Premiums 
Surrenders
Maturities/Deaths
Shareholders’ transfers post tax
Investment-related items and other movements
Foreign exchange translation differences

At 31 December 2008

1,038
(354)
(181)
(23)
(1,320)
2,387

8,094

2,261
(614)
(14)
–
(3,158)
1,774

7,220

863
(223)
(159)
–
185
1,428

5,755

4,162
(1,191)
(354)
(23)
(4,293)
5,589

21,069

The positive investment related items and other movements seen within Other during 2008 are principally driven from unwinding the discounted
liabilities using the valuation interest rate. Variable annuity separate account liabilities are mainly impacted by market movements. 

d Information on credit risks of debt securities
The following table summarises the credit quality of the debt securities of the Asian insurance operations as at 31 December 2008
by rating agency rating:

S&P – AAA
S&P – AA+ to AA-
S&P – A+ to A-
S&P – BBB+ to BBB-
S&P – Other

Moody’s – Aaa
Moody’s – Aa1 to Aa3
Moody’s – A1 to A3
Moody’s – Baa1 to Baa3
Moody’s – Other

Fitch
Other

Total debt securities

2008 £m

2007 £m

With-
profits 
business

Unit-
linked
business

2,085
997
640
198
77

3,997

382
77
80
50
8

597

7
600

341
303
96
184
63

987

54
20
287
6
39

406

30
466

Other
business

206
2,446
72
520
113

3,357

58
11
31
4
3

107

4
555

Total

2,632
3,746
808
902
253

8,341

494
108
398
60
50

1,110

41
1,621

5,201

1,889

4,023

11,113

Total

2,284
1,994
675
193
149

5,295

201
45
28
19
58

351

1
1,273

6,920

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The increase in holdings of debt securities for Asian operations was principally due to exchange rate movements, a rise in the
number of unit trusts and similar funds requiring consolidation, and portfolio change for equities to bonds.

D

225

Notes on the Group financial statements
D: Life assurance businesses
continued

D4: Asian insurance operations continued

Of the £555 million (2007: £598 million) debt securities for other business which are not rated in the table above, £231 million
(2007: £317 million) are in respect of government bonds, £221 million (2007: £83 million) corporate bonds rated as investment
grade by local external ratings agencies, and nil (2007: £71 million) structured deposits issued by banks which are themselves
rated but where the specific deposits have not been.

e Products and guarantees
The life insurance products offered by the Group’s Asian operations include a range of with-profits and non-participating term,
whole life, endowment and unit-linked policies. The Asian operations also offer health, disability, critical illness and accident
coverage to supplement its core life products.

The terms and conditions of the contracts written by the Asian operations and, in particular, the products’ options and

guarantees, vary from territory to territory depending upon local market circumstances.

In general terms, the Asian participating products provide savings and protection where the basic sum assured can be
enhanced by a profit share (or bonus) from the underlying fund as determined at the discretion of the insurers. The Asian
operations’ non-participating term, whole life and endowment products offer savings and/or protection where the benefits are
guaranteed or determined by a set of defined market-related parameters. Unit-linked products combine savings with protection,
the cash value of the policy depends on the value of the underlying unitised funds. Accident and Health (A&H) policies provide
mortality or morbidity benefits and include health, disability, critical illness and accident coverage. A&H products are commonly
offered as supplements to main life policies but can be sold separately.

Subject to local market circumstances and regulatory requirements, the guarantee features described in note D2(e) in respect
of UK business broadly apply to similar types of participating contracts written in the Hong Kong branch, Singapore and Malaysia.
Participating products have both guaranteed and non-guaranteed elements.

Non-participating long-term products are the only ones where the insurer is contractually obliged to provide guarantees on all

benefits. Investment-linked products have the lowest level of guarantee if indeed they have any.

Product guarantees in Asia can be broadly classified into four main categories, namely premium rate, cash value and interest

rate guarantees, policy renewability, and convertibility options.

The risks on death coverage through premium rate guarantees are low due to appropriate product pricing.

Cash value and interest rate guarantees are of three types:

• Maturity values

Maturity values are guaranteed for non-participating products and on the guaranteed portion of participating products.
Declared annual bonuses are also guaranteed once vested. Future bonus rates and cash dividends are not guaranteed on
participating products.

• Surrender values

Surrender values are guaranteed for non-participating products and on the guaranteed portion of participating products. 
The surrender value of declared reversionary bonuses are also guaranteed once vested. Market value adjustments and
surrender penalties are used where the law permits such adjustments in cash values.

• Interest rate guarantees

It is common in Asia for regulations or market-driven demand and competition to provide some form of capital value protection
and minimum crediting interest rate guarantees. This would be reflected within the guaranteed maturity and surrender values.
The guarantees are borne by shareholders for non-participating and investment-linked (non-investment guarantees only)

products. Participating product guarantees are predominantly supported by the segregated life funds and their estates.

The most significant book of non-participating business in the Asian operations is Taiwan’s whole of life contracts. For these
contracts there are floor levels of policyholder benefits that accrue at rates set at inception which are set by reference to minimum
terms established by local regulation also at the time of inception. These rates do not vary subsequently with market conditions.
Under these contracts, the cost of premiums are also fixed at inception based on a number of assumptions at that time,

including long-term interest rates, mortality assumptions and expenses. The guaranteed maturity and surrender values reflect the
pricing basis. The main variable that determines the amounts payable under the contracts is the duration of the contracts, which is
determined by death or surrender. The sensitivity of the IFRS result for these contracts is shown in note (j) below.

Whole of life contracts with floor levels of policyholder benefits that accrue at rates set at inception are also written in the
Korean life operations, though to a much less significant extent than in Taiwan. The Korean business has non-linked liabilities and
linked liabilities at 31 December 2008 of £312 million and £742 million respectively (2007: £261 million and £728 million
respectively). The business is much less sensitive to returns than Taiwan with a higher proportion of linked and health business.

226 Prudential plc Annual Report 2008

The other area of note in respect of guarantees is the Japanese business where pricing rates are higher than current bond yields.
Lapse risk is a feature in that policyholders could potentially surrender their policies on guaranteed terms if interest rates
significantly increased leaving the potential for losses if bond values had depreciated significantly. However, the business is
matched to a relatively short realistic liability duration.

The method for determining liabilities of insurance contracts for UK GAAP, and hence IFRS, purposes for some Asian
operations is based on US GAAP principles and this method applies to contracts with cash value and interest rate guarantees.
Following standard US GAAP procedure, premium deficiency reserve calculations are performed each year to establish whether
the carrying values of the liabilities are sufficient.

On the US GAAP basis the calculations are deterministic, that is to say based on a single set of projections, and expected 

long-term rates of return are applied.

f Exposure to market risk
The Asian operations sell with-profits and unit-linked policies and, although the with-profits business generally has a lower
terminal bonus element than in the UK, the investment portfolio still contains a proportion of equities and, to a lesser extent,
property. Non-participating business is largely backed by debt securities or deposits. With the principal exception of Taiwan’s
whole of life policy book, as described in note (j) below, the exposure to market risk of the Group arising from its Asian operations
is at modest levels. This arises from the fact that the Asian operations have a balanced portfolio of with-profits, unit-linked and
other types of business.

g Process for setting assumptions and determining liabilities
The future policyholder benefit provisions for Asian businesses in the Group’s IFRS accounts and previously under the MSB, 
are determined in accordance with methods prescribed by local GAAP adjusted to comply, where necessary, with UK GAAP.
For Asian operations in countries where local GAAP is not well established and in which the business written is primarily 
non-participating and linked business, US GAAP is used as the most appropriate reporting basis. Of the more significant Asian
operations, this basis is applied in Taiwan, Japan and Vietnam. The future policyholder benefit provisions for non-linked business
are determined under FAS 60 using the net level premium method, with an allowance for surrenders, maintenance and claims
expenses. Rates of interest used in establishing the policyholder benefit provisions vary by operation depending on the
circumstances attaching to each block of business.

For the traditional business in Taiwan, the economic scenarios used to calculate the IFRS results reflect the assumption of 
a phased progression of bond yields from current rates to long-term expected rates. The projections assume that the current 
bond yields of around 1.4 per cent (2007: 2.5 per cent) trend towards 5.5 per cent (2007: 5.5 per cent) at 31 December 2018
(2007: 2013).

h Reinsurance
The Asian businesses cede only minor amounts of business outside the Group with immaterial effects on reported profit. 
During 2008, reinsurance premiums for externally ceded business were £76 million (2007: £52 million) and the reinsurance 
assets were £24 million (2007: £12 million) in aggregate.

i Effect of changes in bases and assumptions used to measure insurance assets and liabilities
a Changes in key assumptions
For 2008, the result for Asian operations was reduced by the effect of a number of individually small assumptions changes of, in
aggregate, £21 million. There were no changes of assumptions that had a material impact on the 2007 results for Asian operations.
For the Taiwanese life operation the profits attaching to legacy interest rate guaranteed products are particularly affected by
the rates of return earned, and estimated to be earned on the assets held to cover liabilities and on future investment income and
contract cash flows. Under IFRS, the insurance contract liabilities of the Taiwan business are determined on the US GAAP basis
previously applied under UK GAAP. Under this basis, the policy liabilities are calculated on sets of assumptions, which are locked
in at the point of policy inceptions, and a deferred acquisition cost is held in the balance sheet.

The adequacy of the insurance contract liabilities is tested by reference to best estimates of expected investment returns on
policy cash flows and reinvestment income. The assumed earned rates are used to discount the future cash flows. For 2008 the
projection assumes that the current bond yields at 31 December 2008 of 1.4 per cent trend towards 5.5 per cent at 31 December
2018. This compares to the 2007 results for which the projections assume the current bond yields of around 2.5 per cent trend
towards 5.5 per cent at 31 December 2013. Under the liability adequacy testing applied for IFRS the change of progression
period had no effect on the carrying value of the deferred acquisition costs or liability to policyholders.

The liability adequacy test is more sensitive to changes in the expected long-term rate, further delays in the assumed

progression period, or a combination thereof. However, as explained in note I10, on 20 February 2009 the Company announced
the intended sale of the legacy agency book and agency force in Taiwan to China Life Insurance of Taiwan.

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Notes on the Group financial statements
D: Life assurance businesses
continued

D4: Asian insurance operations continued

b Deferral and amortisation of acquisition costs
Under IFRS, the basis of accounting for insurance assets and liabilities reflects ‘grandfathered’ GAAP under the Modified
Statutory Basis. In general, this requires the deferral and amortisation of acquisition costs in line with the emergence of margins.
In 2008, the basis of deferral and amortisation has been adjusted for a number of territories to better reflect the MSB requirement
as follows:

For the India life operation, reflecting the initial development stage of the business, acquisition costs had previously not been

deferred. In 2008, £19 million of deferred acquisition costs, net of amortisation in the year, has been established.

For the Korea life business, the deferral of acquisition costs had previously followed the local regulatory basis as being an
appropriate proxy for the MSB basis. The regulatory basis is subject to constraints in respect of assumptions for expense loadings,
the amortisation period, and the DAC balance not being higher than the cash surrender value. This basis is no longer appropriate
and on adjusting the basis £9 million of DAC has been established that reflects a revised estimate of the 1 January 2008 balance
and a charge of £26 million for current year acquisition costs (net of amortisation) for applying the more appropriate basis.

For Singapore, refinements have been made with a £21 million benefit (of which £7 million relates to the 1 January 2008
position) where the local risk based capital approach does not provide an appropriate basis of implicit allowance for acquisition
costs for certain products.

In Hong Kong, adjustments have been made with a net overall effect of £10 million.

j Sensitivity of IFRS basis profit and equity to market and other risks
Currency translation
Consistent with the Group’s accounting policies, the profits of the Asian operations are translated at average exchange rates and
shareholders’ equity at the closing rate for the reporting period. For 2008, the rates for the most significant operations are given in
note B4.

A 10 per cent increase or decrease in these rates and those of other Asian operations would have reduced or increased profit

before tax attributable to shareholders, profit for the year and shareholders’ equity, excluding goodwill, attributable to Asian
operations respectively as follows:

A 10% increase in 
exchange rates

A 10% decrease in
exchange rates

2008 £m

2007 £m

2008 £m

2007 £m

Profit before tax attributable to shareholders*
Profit for the year
Shareholders’ equity, excluding goodwill, attributable to Asian operations

(14)
(6)
(202)

(16)
(10)
(124)

18
8
246

20
13
151

*Sensitivity on profit before tax i.e. aggregate of the operating profit based on longer-term investment returns, short-term fluctuations in investment
returns, and actuarial gains and losses on defined benefit pension schemes, as discussed in note B1.

Other risks
i With-profits business
Similar principles to those explained for UK with-profits business apply to profit emergence for the Asian with-profits business.
Correspondingly, the profit emergence reflects bonus declaration and is relatively insensitive to period by period fluctuations in
insurance risk or interest rate movements.

ii Unit-linked business
As for the UK insurance operations, the profits and shareholders’ equity related to the Asian operations is primarily driven by
charges related to invested funds. For the Asian operations, substantially all of the contracts are classified as insurance contracts
under IFRS 4, i.e. containing significant insurance risk. The sensitivity of profits and equity to changes in insurance risk is minor
and, to interest rate risk, not material.

iii Other business
Taiwan whole of life business – interest rate risk on deferred acquisition costs and policyholders’ liabilities
The principal other business of Asian operations which is most sensitive to interest rates is the traditional whole of life business
written in Taiwan.

The in-force business of the Taiwan life operation includes traditional whole of life policies where the premium rates have
been set by the regulator at different points for the industry as a whole. Premium rates were set to give a guaranteed minimum
sum assured on death and a guaranteed surrender value on early surrender based on prevailing interest rates at the time of policy
issue. Premium rates also included allowance for mortality and expenses. The required rates of guarantee have fallen over time as
interest rates have reduced from a high of eight per cent to current levels of around 1.4 per cent. The current low level of bond
rates in Taiwan gives rise to a negative spread for the majority of these policies. The current cash cost of funding in-force negative
spread in Taiwan is around £50 million a year.

228 Prudential plc Annual Report 2008

The profits attaching to these contracts are particularly affected by the rates of return earned, and estimated to be earned, on the
assets held to cover liabilities and on future investment income and contract cash flows. Under IFRS, the insurance contract
liabilities of the Taiwan business are determined on the US GAAP basis as applied previously under UK GAAP. Under this basis,
the policy liabilities are calculated on sets of assumptions, which are locked in at the point of policy inception, and a deferred
acquisition cost is held in the balance sheet.

The adequacy of the insurance contract liabilities is tested by reference to best estimates of expected investment returns on

policy cash flows and reinvested income. The assumed earned rates are used to discount the future cash flows. The assumed
earned rates consist of a long-term best estimate determined by consideration of long-term market conditions and rates assumed to
be earned in the trending period. For 2008 and 2007, it has been projected that rates of return for Taiwanese bond yields will trend
from the current levels of some 1.4 per cent (2.5 per cent) to 5.5 per cent by 31 December 2018 (2007: 5.5 per cent by 2013). 

The liability adequacy test results are sensitive to the attainment of the trended rates during the trending period. Based on the
current asset mix, margins in other contracts that are used in the assessment of the liability adequacy tests and currently assumed
future rates of return, if interest rates were to remain at current levels in 2009 and 2010 and the target date for attainment of the
long-term bond yield deferred to 31 December 2020, the premium reserve, net of deferred acquisition costs, would be sufficient.
If interest rates were to remain at current levels beyond the end of 2009 with the date of the attainment of the long-term rate
further delayed, the margin within the net GAAP reserve will reduce further.

However, the need to write off deferred acquisition costs or increase the liabilities, and by how much, would be affected by
the impact of new business written between 31 December 2008 and the future reporting dates to the extent that the business is
taken into account as part of the liability adequacy testing calculations for the portfolio of contracts. 

The adequacy of the liability is also sensitive to the level of the projected long-term rate on bonds. The current long-term
assumption of 5.5 per cent has been determined on a best estimate basis by reference to detailed assessments of the financial
dynamics of the Taiwanese economy. In the event that the rate applied was altered, the carrying value of the deferred acquisition
costs and policyholder liabilities would potentially be affected.

At 31 December 2008, if the assumed long-term bond yield applied had been reduced by both 0.5 and 1.0 per cent from 
5.5 per cent to 4.5 per cent and continued to apply the same progression period to 31 December 2018, by assuming bond yields
increase from current levels in equal annual instalments to the long-term rate, the premium reserve, net of deferred acquisition
costs, would have been sufficient. An additional 0.5 per cent reduction in the assumed long-term rate from 4.5 per cent to 
4.0 per cent would lead to a charge of some £150 million.

The adequacy of the Taiwan insurance contract liabilities is also sensitive to movements in short-term movements in market
interest rates. This is because a reduction in the current interest rates would alter the progression rate to the long-term rate and
the assumed timing of attainment of the rate may be insufficient and they would have been deferred. Based on the in-force
business at 31 December 2008, a delay of one to two years in the attainment of the long-term rate of 5.5 per cent would not give
rise to an additional charge. Based on the in-force business at 31 December 2008, a delay of three to four years in the attainment
of the long-term rate of 5.5 per cent would not give rise to a significant charge. A delay of five years would give rise to a charge of
some £60 million.

For the Korean and Japanese life business exposures described in note (e) above, the results are comparatively unaffected by

changes of assumption. 

Interest rate risk for other business excluding Taiwan
In addition to the sensitivity of the Taiwan results to the impact of current period and longer-term interest rates on liability
adequacy tests, as described above, the other business and solvency capital of Asian operations are also sensitive to the vagaries
of routine movements in interest rates.

Asian operations offer a range of insurance and investment products, predominantly with-profits and non-participating term,

whole life endowment and unit linked.

Excluding with-profit and unit-linked business along with Taiwan, which is detailed above, 71 per cent (2007: 72 per cent) of

the bond portfolio for other business of Asian operations at 31 December 2008 was held in Japan, Singapore and Vietnam with
corporate bond rates varying from territory to territory and ranging from 1.17 per cent to 10.18 per cent at 31 December 2008
(1.5 per cent to 9.1 per cent at 31 December 2007) for these three countries. An analysis of movements in bond rates during
previous periods and its impact on IFRS basis profit or loss and shareholders’ equity has been undertaken, with reasonably
possible movements for these countries being considered to be 0.5 per cent for Japan, 1.0 per cent for Singapore and 
1.5 per cent for Vietnam.

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229

Notes on the Group financial statements
D: Life assurance businesses
continued

D4: Asian insurance operations continued

Based on these movements, plus indicative changes for bonds held in other Asian operations within the region, the impact on
IFRS basis profit or loss and shareholders’ equity from a reasonably possible change in interest rates for Asian operations
excluding Taiwan at 31 December 2008 has been assessed, with rate movements ranging from 0.5 per cent to 1.5 per cent (2007:
0.25 per cent to 1.0 per cent) dependent on country. Looking at the region in aggregate and noting that interest rates are unlikely
to move consistently by the same degree from period to period, the range of movements considered to be reasonably possible
would result in a change in IFRS profit or loss of plus or minus £56 million (2007: £30 million). These amounts, if they arose, would
be recorded within the category short-term fluctuations in investment returns in the Group’s supplementary analysis of profit
before tax. After adjusting for deferred tax the reasonably possible effect on shareholders’ equity is plus or minus £45 million
(2007: £22 million). 

Equity price risk
The principal holders of equity securities are the Taiwan, Singapore and Vietnam businesses. For the Taiwan and Singapore
operations market changes have a direct effect on profit and loss with no matching effect on the carrying value of policyholder
liabilities. This is also true for the Vietnam business. However, to the extent that equity investment appreciation is realised
through sales of securities then policyholders’ liabilities are adjusted to the extent that policyholders’ participate.

In light of the recent market conditions, the Group has extended the range of reasonably possible movements in the value of
equity prices at 31 December 2008. Consequently, in addition to the movement of 10 per cent as applied at 31 December 2007,
for 2008, the Group has also estimated the sensitivity to movements of 20 and 40 per cent. The estimated sensitivity to a 
10 per cent change in equity prices for shareholder-backed Asian other business, which would be reflected in the short-term
fluctuation component of the Group’s supplementary analysis of profit before tax, at 31 December 2008 and 2007 and to a 20 
and 40 per cent change in equity prices at 31 December 2008 would be as follows:

Pre-tax
Related deferred tax (where applicable)

Net effect on profit and equity

A decrease
of 40%

2008 £m

A decrease
of 20%

2007 £m

A decrease
of 10%

A decrease
of 10%

(176)
5

(171)

(88)
3

(85)

(44)
1

(43)

(73)
5

(68)

A 10, 20 or 40 per cent increase in their value would have an approximately equal and opposite effect on profit and shareholders’
equity to the sensitivities shown above. The low tax rate effect relates to the availability of losses in some of the territories.

k Duration of liabilities
The Group uses cash flow projections of expected benefit payments as part of the determination of the value of in-force business
when preparing EEV basis results. The maturity profile of the cash flows, taking account of expected future premiums and
investment returns, is as follows:

2008 £m

2007 £m

20,909

17,033

%

23
21
15
13
10
18

%

22
22
16
13
9
18

Policyholder liabilities

Expected maturity: 
0 to 5 years
5 to 10 years
10 to 15 years
15 to 20 years
20 to 25 years
Over 25 years

230 Prudential plc Annual Report 2008

D5: Capital position statement for life assurance businesses

a Summary statement
The Group’s estimated capital position for life assurance businesses with reconciliations to shareholders’ equity is shown 
below. Available capital for each fund or group of companies is determined by reference to local regulation at 31 December 2008
and 2007.

2008 £m

31 December 2008

Group shareholders’ equity
Held outside long-term funds:

Net assets
Goodwill

Total

Held in long-term fundsnote iii

Total Group shareholders’ equity

Adjustments to regulatory basis
Unallocated surplus of with-profits 

fundsnote v

Shareholders’ share of realistic liabilities
Deferred acquisition costs of non-

participating business
not recognised for regulatory 
reporting purposes
Jackson surplus notesnote iv
Investment and policyholder liabilities 
valuation differences between 
IFRS and regulatory basis for 
Jacksonnote ix

Adjustment from IAS 19 basis pension 
deficit attributable to WPSF to 
pension liability for regulatory 
purposesnote vii

Valuation difference on PAL between 
IFRS basis and regulatory basis
Other adjustments to restate these 
amounts to a regulatory basis 
(with SAIF and the WPSF on 
a Peak 2 realistic basis)note v

Total adjustments

Total available capital resources of 
life assurance businesses on 
local regulatory bases

Other 
UK life
assurance
subsidi-
PAC with-  aries and 
funds
note ii

profits
fund

Total

SAIF

WPSF
note i

Parent
company
and
share-
holders’ 
equity of 
other
subsidi-
opera- Prudential aries and 
funds
Capital) 

Total 
life 

tions 

Asian
life

M&G
assurance assurance (including

Jackson

subsidi-
aries

Group
total 

–

–

–

–

–

735
–

735
920

1,698
–

1,698
–

2,056
111

2,167
–

4,489
111

4,600
920

147 (1,839) 2,797
1,341
77

1,153

1,300 (1,762) 4,138
920

–

–

1,655

1,698

2,167

5,520

1,300 (1,762) 5,058

8,254
8,254
(2,028) (2,028)

–

–
–

160

8,414
– (2,028)

(3)
–

(10)
–

(13)
–

(128) (3,962)
173

–

(876) (4,979)
173

–

4,819

4,819

(147)

(147)

(1,350) (1,350)

–

–

–

–

(147)

(1,350)

3

–

643

646

(474)

30

(41)

161

5,362

5,362

(602) 1,060

(757) 5,063

–

5,362

5,362

1,053

2,758

1,410 10,583

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Notes on the Group financial statements
D: Life assurance businesses
continued

D5: Capital position statement for life assurance businesses continued

31 December 2008

Policyholder liabilities
With-profits liabilities of UK 

regulated with-profits funds:
Insurance contracts
Investment contracts 

(with discretionary 
participating features)

Total

Other liabilities:

Insurance contracts:

With-profits liabilities 

of non-UK regulated 
funds

Unit-linked, including 
variable annuity
Other life assurance 

business

Investment contracts without 
discretionary participation 
features (principally 
unit-linked and similar 
contracts in the UK 
and GIC liabilities 
of Jackson)note vi

Total

Total policyholder liabilities 

shown in the consolidated 
balance sheet

SAIF

WPSF
note i

Total
PAC with-
profits fund

2008 £m

Other UK
life assurance 
subsidiaries 
and funds
note ii

Asian life
assurance 
subsidiaries

Total life
assurance 
operations

Jackson

9,260

26,466

35,726

494

9,754

22,873

49,339

23,367

59,093

–

–

–

4,416

40,142

79

4,495

23,446

63,588

3,407

3,407

–

1,872

1,872

6,041

14,538

7,220

29,671

264

12,625

12,889

16,228

27,938

5,755

62,810

–

264

–

–

14,497

14,761

11,584

33,853

2,885

45,361

32

14,501

16,414

110,389

10,018

63,836

73,854

33,853

45,361

20,909

173,977

232 Prudential plc Annual Report 2008

31 December 2007

Group shareholders’ equity
Held outside long-term funds:

Net assets
Goodwill

Total

Held in long-term fundsnote iii

Total Group shareholders’ equity

Adjustments to regulatory basis
Unallocated surplus of with-profits 

fundsnote v

Shareholders’ share of realistic liabilities
Deferred acquisition costs of non-

participating business and goodwill 
not recognised for regulatory 
reporting purposes
Jackson surplus notesnote iv
Adjustment from IAS 19 basis pension 
deficit attributable to WPSF to 
pension liability for regulatory 
purposesnote vii

Valuation difference on PAL between 
IFRS basis and regulatory basis
Other adjustments to restate these 
amounts to a regulatory basis 
(with SAIF and the WPSF on 
a Peak 2 realistic basis)note v

Total adjustments

Total available capital resources 
of life assurance businesses 
on local regulatory bases

Other 
UK life
assurance
subsidi-
PAC with-  aries and 
funds
note ii

profits
fund

Total

SAIF

WPSF
note i

2007 £m

Parent
company
and
share-
holders’ 
equity of 
other
subsidi-
opera- Prudential aries and 
funds
Capital) 

Total 
life 

tions 

Asian
life

M&G
assurance assurance (including

Jackson

subsidi-
aries

Group
total 

–
–

–
–

–

–
–

–
–

–

–
–

–
–

–

550
–

550
814

1,364

2,690
–

2,690
–

2,690

1,258
111

1,369
–

1,369

4,498
111

4,609
814

5,423

271
1,153

1,424
–

1,424

(862)
77

(785)
–

3,907
1,341

5,248
814

(785)

6,062

– 13,813 13,813
(4,178)
– (4,178)

–
–

–
–

146 13,959
– (4,178)

(4)
–

(15)
–

(19)
–

(143)
–

(1,928)
125

(790)
–

(2,880)
125

–

(138)

(138)

– (1,117)

(1,117)

–

–

–

–

–

(138)

– (1,117)

4

–

355

359

(239)

1,364

149

1,633

8,720

8,720

(382)

(439)

(495)

7,404

–

8,720

8,720

982

2,251

874 12,827

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Notes on the Group financial statements
D: Life assurance businesses
continued

D5: Capital position statement for life assurance businesses continued

31 December 2007

Policyholder liabilities
With-profits liabilities of UK 

regulated with-profits funds:
Insurance contracts
Investment contracts (with 

discretionary participating 
features)

Total

Other liabilities:

Insurance contracts:
With-profits liabilities 

of non-UK regulated 
funds

Unit-linked, including 
variable annuity
Other life assurance 

business

Investment contracts without 
discretionary participation 
features (principally 
unit-linked and similar 
contracts in the UK 
and GIC liabilities 
of Jackson)note vi

Total

SAIF

WPSF
note i

Total
PAC with-
profits fund

2007 £m

Other UK
life assurance 
subsidiaries 
and funds
note ii

Asian life
assurance 
subsidiaries

Total life
assurance 
operations

Jackson

12,672

34,029

46,701

693

13,365

28,773

62,802

29,466

76,167

–

–

–

–

–

–

3,307

50,008

84

3,391

29,550

79,558

2,029

2,029

8,338

15,027

6,971

32,365

255

11,494

11,749

14,121

17,899

3,661

47,430

2,973

2,973

14

14

255

13,537

13,792

12,059

34,518

1,922

34,848

37

13,642

14,032

96,800

Total policyholder liabilities shown in 
the consolidated balance sheet

13,620

76,339

89,959

34,518

34,848

17,033

176,358

Notes
i WPSF unallocated surplus includes amounts related to the Hong Kong branch. Policyholder liabilities of the Hong Kong branch are included in the

amounts of Asian life assurance subsidiaries.
Excluding PAC shareholders’ equity that are included in ‘parent company and shareholders’ equity of other subsidiaries and funds’.

ii
iii The term shareholders’ equity held in long-term funds refers to the excess of assets over liabilities attributable to shareholders of funds which are

required by law to be maintained with segregated assets and liabilities.

iv For regulatory purposes the Jackson surplus notes are accounted for as capital.
v Other adjustments to shareholders’ equity and unallocated surplus include amounts for the value of non-participating business for UK regulated 

with-profits funds, deferred tax, admissibility and other items measured differently on the regulatory basis. For Jackson the principal reconciling item
is deferred tax related to the differences between IFRS and regulatory basis as shown in the table above and other methodology differences.
Insurance business accounted for as financial instruments under IAS 39.
In determining the IAS 19 adjustment for the purposes of this table the deficit in the Group’s main pension scheme used for the calculation includes
amounts for investments in Prudential insurance policies (see note I1).

vi
vii

viii Asia 2007 comparative adjustments reflect adjustments for intra-group balances that are recognised on a local regulatory basis.
ix The investment and policyholder liabilities valuation difference between IFRS and regulatory bases for Jackson is mainly due to not all investments

being carried at fair value under the regulatory basis and also for the valuation difference on annuity reserves. 

234 Prudential plc Annual Report 2008

b Basis of preparation, capital requirements and management
Each of the Group’s long-term business operations is capitalised to a sufficiently strong level for its individual circumstances.
Details by the Group’s major operations are shown below.

i UK insurance operations
The FSA rules which govern the Prudential regulation of insurance form part of the Prudential Sourcebook for Insurers, the
General Prudential Sourcebook and Interim Prudential Sourcebook for Insurers. Overall, the net requirements of the General
Prudential Sourcebook are intended to align the capital adequacy requirements for insurance business more closely with those 
of banking and investment firms and building societies, for example, by addressing tiers of capital, rather than looking at net
admissible assets. An insurer must hold capital resources equal at least to the Minimum Capital Requirement (MCR).

The Prudential Sourcebook for Insurers also contains rules on Individual Capital Assessments. Under these rules and the rules
of the General Prudential Sourcebook all insurers must assess for themselves the amount of capital needed to back their business.
If the FSA views the results of this assessment as insufficient, it may draw up its own Individual Capital Guidance for a firm, which
can be superimposed as a requirement.

PAC WPSF and SAIF
Under FSA rules, insurers with with-profits liabilities of more than £500 million must hold capital equal to the higher of the MCR
and the Enhanced Capital Requirement (ECR). The ECR is intended to provide a more risk responsive and ‘realistic’ measure of 
a with-profit insurer’s capital requirements, whereas the MCR is broadly speaking equivalent to the previous required minimum
margin under the Interim Prudential Sourcebook and satisfies the minimum EU Standards.

Determination of the ECR involves the comparison of two separate measurements of the firm’s resources requirement, which

the FSA refers to as the ‘twin peaks’ approach.

The two separate peaks are:

i The requirement comprised by the mathematical reserves plus the ‘Long-Term Insurance Capital Requirement’ (LTICR),

together known as the ‘regulatory peak’; and

ii a calculation of the ‘realistic’ present value of the insurer’s expected future contractual liabilities together with projected ‘fair’

discretionary bonuses to policyholders, plus a risk capital margin, together known as the ‘realistic peak’.

Available capital of the WPSF and SAIF of £5.4 billion (2007: £8.7 billion) represents the excess of assets over liabilities on the 
FSA realistic basis. Unlike the previously discussed FRS 27 basis, realistic liabilities on the regulatory basis include the
shareholders’ share of future bonuses. These amounts are shown before deduction of the risk capital margin (RCM) which is
estimated to be £2.1 billion at 31 December 2008 (2007: £2.0 billion).

The FSA’s basis of setting the RCM is to target a level broadly equivalent to a Standard & Poor’s credit rating of BBB and to
judge this by ensuring there are sufficient assets to absorb a 1 in 200 year event. The RCM calculation achieves this by setting
rules for the determination of margins to cover defined stress changes in asset values and yields for market risk, credit risk and
termination risk for with-profits policies.

As noted in section D2(g)(ii), PAC has discretion in its management actions in the case of adverse investment conditions.

Management actions encompass, but are not confined to, investment allocation decisions, levels of reversionary bonuses,
crediting rates and total claim values. To illustrate the flexibility of management actions, rates of regular bonus are determined 
for each type of policy primarily by targeting them at a prudent proportion of the long-term expected future investment return 
on the underlying assets. The expected future investment return is reduced as appropriate for each type of policy to allow for
items such as expenses, charges, tax and shareholders’ transfers. However, the rates declared may differ by product type, or 
by date of payment of the premiums or date of issue of the policy, if the accumulated annual bonuses are particularly high or 
low relative to a prudent proportion of the achieved investment return.

When target bonus levels change, the PAC board has regard to the overall financial strength of the long-term fund when

determining the length of time over which it will seek to achieve the amended product target bonus level.

In normal investment conditions, PAC expects changes to regular bonus rates to be gradual over time and changes are not
expected to exceed one per cent per annum over any year. However, discretion is retained as to whether or not a regular bonus 
is declared each year, and there is no limit on the amount by which regular bonus rates can be changed.

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Notes on the Group financial statements
D: Life assurance businesses
continued

D5: Capital position statement for life assurance businesses continued

As regards smoothing of maturity and death benefits, in normal circumstances PAC does not expect most pay-out values 
on policies of the same duration to change by more than 10 per cent up or down from one year to the next, although some 
larger changes may occur to balance pay-out values between different policies. Greater flexibility may be required in certain
circumstances, for example following a significant rise or fall in market values (either sudden or over a period of years) and in such
situations the PAC board may decide to vary the standard bonus smoothing limits to protect the overall interests of policyholders.

For surrender benefits, any substantial fall in the market value of the assets of the with-profits sub-fund would lead to

immediate changes in the application of MVRs for accumulating with-profits policies, firstly to increase the size of MVRs already
being applied and, secondly, to extend the range of policies for which an MVR is applied.

Other UK life assurance subsidiaries and funds
The available capital of £1,053 million (2007: £982 million) reflects the excess of regulatory basis assets over liabilities 
of the subsidiaries and funds, before deduction of the capital resources requirement of £884 million (2007: £841 million).
The capital resources requirement for these companies broadly reflects a formula which, for active funds, equates to 

a percentage of regulatory reserves plus a percentage of death strains.

ii Jackson 
The regulatory framework for Jackson is governed by the requirements of the US NAIC approved risk-based capital standards.
Under these requirements life insurance companies report on a formula-based capital standard that they calculate by applying
factors to various asset, premium and reserve items. The formula takes into account the risk characteristics of a company,
including asset risk, insurance risk, interest rate risk and business risk.

The available capital of Jackson shown above of £2,758 million (2007: £2,251 million) reflects US regulatory basis assets less
liabilities including asset valuation reserves. The asset valuation reserve is designed to provide for future credit-related losses on
debt securities and losses on equity investments. Available capital includes a reduction for the effect of the interest maintenance
reserve, which is designed by state regulators to defer recognition of non-credit related realised capital gains and losses and to
recognise them rateably in the future.

Jackson’s risk-based capital ratio is significantly in excess of regulatory requirements. Effective for 2008 reporting, the local

regulator granted Jackson three permitted practices, which expire 1 October 2009, unless extended by the local regulator. 
One permitted practice allows Jackson to carry interest rate swaps at book value, as if statutory hedge accounting were in place,
instead of at fair value as would have been otherwise required. Jackson must also demonstrate the effectiveness of its interest rate
swap programme pursuant to the Michigan Insurance Code. The local regulator also granted a permitted practice to allow Jackson
to recognise book to tax differences that will reverse within the next three years (instead of one year as required by the NAIC) in
determining the admissible tax asset (subject to a limitation of 15 per cent of capital and surplus versus the 10 per cent limitation
imposed by the NAIC guidance). Finally, the local regulator granted a permitted practice to allow Jackson to use an average interest
rate in calculating certain regulatory requirements. The permitted practice requires that Jackson maintain certain minimum capital
levels excluding the effect of the permitted practices. The total effect of these permitted practices was to increase statutory surplus
by £588 million and reduce authorised control level required capital by £57 million at 31 December 2008. 

iii Asian operations
The available capital shown above of £1,410 million (2007: £874 million) represents the excess of local regulatory basis assets 
over liabilities before deduction of required capital of £407 million (2007: £265 million). These amounts have been determined
applying the local regulations in each of the operations.

The businesses in Asia are subject to local capital requirements in the jurisdictions in which they operate. The Hong Kong
business branch of PAC and its capital requirements are subsumed within those of the PAC long-term fund. For the other material
Asian operations, the details of the basis of determining regulatory capital and regulatory capital requirements are as follows:

Singapore
In Singapore a risk-based regulatory framework applies rather than one based on a net premium approach.

For participating business, a gross premium reserve, determined using prudent best estimate assumptions and which makes
allowance for future bonus, is held. The amount held is subject to a minimum of the higher of the assets attributed to participating
business and a gross premium reserve calculated on specified assumptions, but without allowance for future bonus, that include
prescribed provisions for adverse deviations (PADs).

For non-participating business, gross premium reserves are held. For linked business the value of units is held together with a

non-unit reserve calculated in accordance with standard actuarial methodology.

236 Prudential plc Annual Report 2008

Taiwan
Basic policy reserves are determined using a net premium method. Both mortality and interest rates are specified. For more
recent issues, the valuation rate of interest has been linked to the prevailing market rate on 10-year government bonds.

Solvency capital is determined using a risk-based capital approach. In 2008, due to the financial crisis, the local regulator

provided relief to ease certain of the requirements in determining the risk-based capital surplus. This relief applies to 2008 
and 2009.

Japan
Mathematical reserves for traditional business are determined on a net premium basis using prescribed mortality and interest
rates. Interest rates reflect the original pricing assumptions.

For linked business the value of units is held together with a non-unit reserve calculated in accordance with standard actuarial

methodology.

With regard to solvency, the adjusted solvency capital assets of the Company must exceed 200 per cent of the risk related

capital requirement value at risk. It is thus a risk-based capital approach.

Malaysia
Mathematical reserves for traditional business are determined on a modified net premium basis using prescribed mortality and
interest rates (no higher than four per cent).

For linked business the value of units is held together with a non-unit reserve calculated in accordance with standard actuarial

methodology.

The capital requirement is determined as four per cent of reserves plus a specified percentage of sums at risk. There is an

overriding minimum capital requirement of 100 million Malaysian Ringgit.

Malaysia is adopting a risk-based capital framework from 2009, which has not been reflected in the tables presented.

Vietnam
Mathematical reserves are calculated using a modified net premium approach, using a stable set of assumptions agreed with 
the regulator.

The capital requirement is determined as four per cent of reserves plus a specified percentage of 0.1 per cent of sums at risk
for policies with original term less than or equal to five years or 0.3 per cent of sums at risk for policies with original term of more
than five years. An additional capital requirement of Vietnamese Dong 200 billion is also required for companies transacting 
unit-linked business.

Korea
Policy reserves for traditional business are determined on net premium reserve basis using pricing mortality and prescribed
standard interest rates.

For linked business, the value of units is held together with the non-unit reserves calculated in accordance with regulatory

standard actuarial methodology.

The capital requirement in Korea is determined as four per cent of the policy reserves and expected claims after reinsurance.
Insurance companies in Korea are expected to maintain a level of free surplus in excess of the capital requirements with the usual
level of solvency margin being around 200 per cent of the required capital.

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iv Group capital requirements
In addition to the requirements at individual company level, FSA requirements under the IGD apply additional prudential
requirements for the Group as a whole. Discussion of the Group’s estimated IGD position at 31 December 2008 is provided 
in the business review section of the Group’s 2008 Annual Report and in section C.

D

237

Notes on the Group financial statements
D: Life assurance businesses
continued

D5: Capital position statement for life assurance businesses continued

c Movements in total available capital
Total available capital for the Group’s life assurance operations has changed during 2008 as follows:

Available capital at 31 December 2007
Changes in assumptions
Changes in management policy
Changes in regulatory requirements
New business and other factors

Available capital at 31 December 2008

Detail on the movement for 2007 is as follows:

Available capital at 31 December 2006
Changes in assumptions
Changes in management policy
Changes in regulatory requirements
New business and other factors

Available capital at 31 December 2007

Notes
i WPSF

Other UK
life assurance 
subsidiaries 
and funds
note iii

982
(624)
372
–
323

1,053

WPSF
note i

8,720
(149)
–
–
(3,209)

5,362

2008 £m

Asian life
assurance 
subsidiaries
note iv

874
(7)
60
134
349

1,410

Jackson 
note ii

2,251
–
–
(57)
564

2,758

Other UK
life assurance 
subsidiaries 
and funds
note iii

903
(33)
–
–
112

982

WPSF
note i

8,688
(335)
–
–
367

8,720

2007 £m

Jackson 
note ii

2,083
–
–
(7)
175

2,251

Asian life
assurance 
subsidiaries
note iv

745
4
12
–
113

874

Group 
total

12,827
(780)
432
77
(1,973)

10,583

Group 
total

12,419
(364)
12
(7)
767

12,827

The decrease in 2008 reflects primarily the negative investment returns earned on the opening available capital and £149 million negative effect of
changes in assumptions on a regulatory basis compares to the £83 million effect of change in assumptions on an IFRS basis as shown in note D2(i).
The increase in 2007 reflects investment return earned on the opening available capital partially offset by the £335 million effect of assumption
changes and a £214 million impact from a change in the risk-free yield curve which affects the outlook for future investment returns. 
The £335 million effect of assumption changes on a regulatory basis compares to the £392 million effect of change in assumptions on an IFRS
basis as shown in note D2(i).
Jackson
The increase of £507 million reflects an underlying decrease of £358 million (applying the 2008 year end exchange rate of 1.44) and £865 million 
of exchange translation gain. 
The increase of £168 million in 2007 reflects an underlying increase of £203 million (applying the 2007 year end exchange rate of 1.99) and 
£35 million of exchange translation loss.
iii Other UK life assurance subsidiaries and funds

ii

The effect from the changes in assumptions of valuation interest rates on insurance liabilities is broadly matched by the corresponding effect 
on assets leaving no significant impact on the available capital.

iv Asian life assurance subsidiaries

Asia’s 2006 and 2007 comparative adjustments reflect the intra-group balances that are recognised on a local regulatory basis.

238 Prudential plc Annual Report 2008

d Transferability of available capital
For PAC and all other UK long-term insurers, long-term business assets and liabilities must, by law, be maintained in funds
separate from those for the assets and liabilities attributable to non-life insurance business or to shareholders. Only the
‘established surplus’ – the excess of assets over liabilities in the long-term fund determined through a formal valuation – may 
be transferred so as to be available for other purposes. Distributions from the with-profits sub-fund to shareholders reflect 
the shareholders’ one-ninth share of the cost of declared policyholders’ bonuses.

Accordingly, the excess of assets over liabilities of the PAC long-term fund is retained within that company. The retention 
of the capital enables it to support with-profits and other business of the fund by, for example, providing the benefits associated
with smoothing and guarantees. It also provides investment flexibility for the fund’s assets by meeting the regulatory capital
requirements that demonstrate solvency and by absorbing the costs of significant events or fundamental changes in its long-term
business without affecting the bonus and investment policies.

For other UK long-term business subsidiaries, the amounts retained within the companies are at levels which provide an

appropriate level of capital strength in excess of the regulatory minimum.

For Jackson, capital retention is maintained at a level consistent with an appropriate rating by Standard & Poor’s. Currently
Jackson is rated AA. Jackson can pay dividends on its capital stock only out of earned surplus unless prior regulatory approval is
obtained. Furthermore, dividends which exceed the greater of 10 per cent of Jackson’s statutory surplus or statutory net gain
from operations for the prior year require prior regulatory approval.

For Asian subsidiaries, the amounts retained within the companies are at levels that provide an appropriate level of capital

strength in excess of the local regulatory minimum. For ring-fenced with-profits funds, the excess of assets over liabilities is
retained with distribution tied to the shareholders’ share of bonuses through declaration of actuarially determined surplus. 
The Singapore and Malaysian businesses may, in general, remit dividends to the UK, provided the statutory insurance fund 
meets the capital adequacy standard required under local statutory regulations.

Available capital of the non-insurance business units is transferable to the life assurance businesses after taking account of an

appropriate level of operating capital, based on local regulatory solvency targets, over and above basis liabilities. The economic
capital model described in section D1 (concentration of risks) takes into account restrictions on mobility of capital across the Group
with capital transfers to and from business units triggered at a solvency level consistent with these targets. The model takes into
account restrictions on the availability to the Group of the estate of the various with-profits funds throughout the Group.

e Sensitivity of liabilities and total capital to changed market conditions and capital management policies
Prudential manages its assets, liabilities and capital locally, in accordance with local regulatory requirements and reflecting the
different types of liabilities Prudential has in each business. As a result of the diversity of products offered by Prudential and the
different regulatory requirements in which it operates, Prudential employs differing methods of asset/liability and capital
management, depending on the business concerned.

Stochastic modelling of assets and liabilities is undertaken in the UK, Jackson and Asia to assess the economic capital requirements
under different confidence intervals and time horizons. In addition, reserve adequacy testing under a range of scenarios and dynamic
solvency testing is carried out, including under certain scenarios mandated by the UK, the US and Asian regulators.

A stochastic approach models the inter-relationship between asset and liability movements, taking into account asset
correlation, management actions and policyholder behaviour under a large number of alternative economic scenarios. These
scenarios are projected forward over a period of time, typically 25 years or longer, and the liabilities and solvency position of 
the fund are calculated in each scenario in each future year. The fund’s policy on management actions, including bonus and
investment policy, continue to be set in order that they are consistent with the available capital and the targeted risk of default.
The sensitivity of liabilities and other components of total capital vary depending upon the type of business concerned and

this conditions the approach to asset/liability management.

For example, for businesses that are most sensitive to interest rate changes, such as immediate annuity business, Prudential
uses cash flow analysis to create a portfolio of debt securities whose value changes in line with the value of liabilities when interest
rates change. This type of analysis helps protect profits from changing interest rates. This type of analysis is used in the UK for
annuity business and by Jackson for its interest-sensitive and fixed indexed annuities and stable value products.

For businesses that are most sensitive to equity price changes, Prudential uses stochastic modelling and scenario testing to
look at the future returns on its investments under different scenarios which best reflect the large diversity in returns that equities
can produce. This allows Prudential to devise an investment and with-profits policyholder bonus strategy that, on the model
assumptions, allows it to optimise returns to its policyholders and shareholders over time while maintaining appropriate financial
strength. Prudential uses this methodology extensively in connection with its UK with-profits business.

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Intra-group arrangements in respect of SAIF

f
Should the assets of SAIF be inadequate to meet the guaranteed benefit obligations to the policyholders of SAIF, the PAC 
long-term fund would be liable to cover any such deficiency.

Due to the quality and diversity of the assets in SAIF and the ability of SAIF to revise guaranteed benefits in the event of an
asset shortfall, the directors believe that the probability of either the PAC long-term fund or the Group’s shareholders’ funds,
under their obligation to maintain the capital position of long-term funds generally, having to contribute to SAIF is remote.

D

239

Notes on the Group financial statements
E: Asset management (including US broker-dealer) 
and other operations

The Group’s asset management operations are based in the UK, Asia and the US where they operate different models and 
under different brands tailored to their markets. 

Asset management in the UK is undertaken through M&G which is made up of three distinct businesses, being Retail,
Wholesale and Finance, and whose operations include retail asset management, institutional fixed income, pooled life and
pension funds, property and private finance. 

Asset management in Asia serves both the life companies in Asia by managing the life funds and funds underlying the
investment linked products and third-party customers through mutual fund business. Asia offers mutual fund investment
products in a number of countries within the region, allowing customers to participate in debt, equity and money market
investments.

Asset management in the US is undertaken through PPM America which manages assets for the Group’s US, UK and Asian

affiliates plus also provides investment services to other affiliated and unaffiliated institutional clients including CDOs, private
investment funds, institutional accounts and mutual funds. In addition, broker-dealer activities are undertaken in the US where
trades in securities are carried out for both third-party customers and for its own account. 

Other operations covers unallocated corporate activities and includes the head office functions.

E1:

Income statement for asset management operations

The profit included in the income statement in respect of asset management operations for the year is as follows:

Revenue*
Charges

Profit before tax

Profit before tax for asset management operations comprise:
Operating profit based on longer-term investment returns†
Short-term fluctuations in investment returns‡
Shareholders’ share of actuarial gains and losses on 

defined benefit schemes

Profit before tax

2008 £m

US 

409
(402)

7

7
–

–

7

Asia

202
(150)

52

52
–

–

52

Asset management operations

2007 £m

Total

1,397
(1,053)

344

334
5

5

344

Total

664
(524)

140

345
(195)

(10)

140

M&G

53
28

81

286
(195)

(10)

81

*Included within revenue for M&G are realised and unrealised net losses of £673 million in respect of consolidated investment funds and Prudential

Capital. The investment funds are managed on behalf of third-parties and are consolidated under IFRS in recognition of the control arrangements for the
funds. The investment losses in respect of the investment funds are non-recourse to M&G and the Group and are added back through charges and
consequently there is no impact on the profit before tax. Excluding the anomaly in respect of the consolidated investment funds the revenue for M&G
would be £494 million and the charges, £413 million.
†Operating profit based on longer-term investment returns includes a £28 million charge for an impairment loss on a holding in Lehman Brothers.
‡ Short-term fluctuations for M&G are primarily in respect of unrealised value movements, on Prudential Capital’s bond portfolio.

240 Prudential plc Annual Report 2008

E2: Balance sheet for asset management operations

Assets, liabilities and shareholders’ funds included in the Group consolidated balance sheet in respect of asset management
operations are as follows:

Assets
Intangible assets:
Goodwill
Deferred acquisition costs

Total

Other non-investment and non-cash assets

Financial investments:

Loansnote i
Equity securities and portfolio holdings in unit trusts
Debt securitiesnote ii
Other investmentsnote v
Deposits

Total investments
Cash and cash equivalentsnote v

Total assets

Equity and liabilities
Equity
Shareholders’ equitynote iii
Minority interests

Total equity

Liabilities
Intra Group debt represented by operational 

borrowings at Group levelnote iv

Net asset value attributable to external holders 

of consolidated fundsnote v

Other liabilities

Total liabilities

Total equity and liabilities

2008 £m

2007 £m

M&G

US 

Asia

Total

Total

Asset management operations

1,153
6

1,159

27

1,763
11
975
432
35

3,216
1,329

5,731

1,300
1

1,301

1,278

1,065
2,087

4,430

5,731

16
–

16

169

–
–
–
24
16

40
39

264

114
–

114

–

–
150

150

264

61
–

61

99

–
12
16
6
13

47
104

311

228
–

228

–

–
83

83

311

1,230
6

1,236

295

1,763
23
991
462
64

3,303
1,472

6,306

1,642
1

1,643

1,278

1,065
2,320

4,663

6,306

1,230
6

1,236

521

2,334
17
882
155
26

3,414
1,840

7,011

1,677
52

1,729

2,477

1,234
1,571

5,282

7,011

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Notes
i

Loans
The M&G loans of £1,763 million relates to bridging loan finance managed by Prudential Capital. The bridging loan finance assets generally have no
external credit ratings available, with internal ratings prepared by the Group’s asset management operations as part of the risk management process
rating £1,100 million BBB+ to BBB- and £663 million BB+ to BB-. 

ii Debt securities

Of the debt securities of £975 million for M&G at 31 December 2008, £959 million were rated AAA to A– by Standard and Poor’s or Aaa rated 
by Moody’s.

iii M&G shareholder funds include those in respect of Prudential Capital, with the net reduction in the year primarily due to unrealised value movements

of £190 million, on Prudential Capital’s bond portfolio.

iv Intra Group debt represented by operational borrowings at Group level 

Operational borrowings for M&G are in respect of Prudential Capital’s short-term fixed income security programme and comprise £1,269 million 
of commercial paper and £9 million of medium-term notes.

v Consolidated investment funds

The M&G balance sheet shown above includes Prudential Capital together with investment funds which are managed on behalf of third-parties.
In respect of the consolidated investment funds, the balance sheet includes cash and cash equivalents of £835 million, £345 million of other
investments, £(115) million of other net assets and liabilities and the net asset value attributable to external unit holders of £1,065 million in respect 
of these funds, which are non-recourse to M&G and the Group.

E

241

Notes on the Group financial statements
E: Asset management (including US broker-dealer) 
and other operations
continued

E2: Balance sheet for asset management operations continued

Reconciliation of movement in investments
A reconciliation of the total investments of asset management operations from the beginning of the year to the end of the year 
is as follows:

At 1 January 2007

Total investments
Less: Derivative liabilities

Directly held investments, net of derivative liabilities

Net cash inflow from operating activities
Realised gains in the year
Unrealised (losses) in the year
Foreign exchange translation differences

Movement in the year of directly held investments, 

net of derivative liabilities 

At 31 December 2007/1 January 2008

Total investments
Less: Derivative liabilities 

Directly held investments, net of derivative liabilities

Net cash outflow from operating activities
Realised gains in the year
Unrealised (losses) in the year
Foreign exchange translation differences

Movement in the year of directly held investments, 

net of derivative liabilities 

At 31 December 2008
Total investments
Less: Derivative liabilities 

Directly held investments, net of derivative liabilities

M&G 
£m

2,903
(142)

2,761

296
8
(22)
105

387

3,334
(186)

3,148

(601)
9
(148)
516

(224)

3,216
(292)

2,924

Asset management operations

Asia
£m

Total
£m

25
–

25

21
–
–
–

21

46
–

46

(14)
–
(1)
16

1

47
–

47

2,963
(142)

2,821

317
8
(22)
104

407

3,414
(186)

3,228

(615)
9
(156)
545

(217)

3,303
(292)

3,011

US
£m

35
–

35

–
–
–
(1)

(1)

34
–

34

–
–
(7)
13

6

40
–

40

242 Prudential plc Annual Report 2008

E3: Regulatory capital positions

Asset management operations in the UK, Hong Kong, Singapore, Vietnam and China are subject to regulatory requirements
based on fixed operating expenses and other operating considerations. The movement in the year of the surplus regulatory
capital position of these operations, combined with the movement in the IFRS basis shareholders’ funds for other asset
management operations, is as follows:

Capital surplus position
Beginning of year
Exchange movement
Movement in capital requirement
Gains during the year
Distributions made

End of year

2008 £m

2007 £m

Asset management operations

M&G

99
(3)
(28)
89
–

157

US 

81
39
–
1
(8)

113

Asia

Total

Total

92
31
25
46
(34)

160

272
67
(3)
136
(42)

430

243
(1)
(9)
189
(150)

272

The movement in the year reflects changes in regulatory requirements whilst gains are driven by profits generated during the
year. Distributions consist of dividends paid up to the parent company.

The M&G figures include those for Prudential Capital.

E4: Sensitivity of profit and equity to market and other financial risk

i Currency translation
Consistent with the Group’s accounting policies, the profits of the Asia and PPM America asset management operations are
translated at average exchange rates and shareholders’ equity at the closing rate for the reporting period. For 2008, the rates 
for the most significant operations are given in note B4.

A 10 per cent increase in these rates and those of other Asian operations would have reduced reported profit before tax

attributable to shareholders and shareholders’ equity, excluding goodwill attributable to Asia and PPM America asset
management operations, by £5 million (2007: £7 million) and £26 million (2007: £18 million) respectively.

ii Other sensitivities to other financial risks for asset management operations
The principal sensitivities to other financial risk of asset management operations are credit risk on the bridging loan portfolio 
(as described in note E2) of M&G’s Prudential Capital operation and the indirect effect of changes to market values of funds under
management. Due to the nature of the asset management operations there is limited direct sensitivity to movements in interest
rates. Total debt securities held at 31 December 2008 by asset management operations were £991 million (2007: £882 million),
the majority of which are held by the Prudential Capital operation of M&G. Debt securities held by M&G are in general variable
rate bonds and so market value is limited in sensitivity to interest rate movements and consequently any change in interest rates
would not have a material impact on profit or shareholder’s equity. Asset management operations do not hold significant
investments in property or equities. 

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E5: Other operations

Other operations consist of unallocated corporate activities relating to Group Head Office and the Asia regional head office, with
net income and expenditure for the year of negative £260 million (2007: negative £260 million) as detailed in note B1. An analysis
of the assets and liabilities of other operations is shown in note B6.

E

243

Notes on the Group financial statements
F: Income statement notes 

F1: Segmental information

The Group’s primary and secondary segments are described in detail in note B6.

Primary segment information
The segment results for the years ended 31 December 2008 and 2007 are as follows:

Revenue
Insurance operations
Asset management
Unallocated corporate
Intra group revenue eliminated on consolidation

Total revenue, net of reinsurance, per income statementnote i

Analysed as:
Investment returnsnote iii
Other items

Charges (before income tax attributable to policyholders 
and unallocated surplus of long-term insurance funds)

Insurance operations, including post-tax transfers from (to) 

unallocated surplus of with-profits funds

Asset management
Unallocated corporate
Intra group charges eliminated on consolidation

Total charges, net of reinsurance, per income statementnote i

Segment results – revenue less charges (continuing operations)
Insurance operations
Asset management
Unallocated corporate

(Loss) profit before tax (being tax attributable to shareholders’ and policyholders’ returns)note ii
Tax attributable to policyholders’ returns

(Loss) profit before tax attributable to shareholdersB1
Tax attributable to shareholders’ (loss) profit

(Loss) profit from continuing operations after tax

Segment results – discontinued operations
Banking I9

(Loss) profit for the year

2008 £m 

2007 £m

(10,798)
664
157
(290)

(10,267)

31,555
1,397
186
(268)

32,870

(30,202)
19,935

(10,267)

12,225
20,645

32,870

8,980
(524)
(553)
290

8,193

(1,818)
140
(396)

(2,074)
1,624

(450)
59

(391)

–

(391)

(30,533)
(1,053)
(494)
268

(31,812)

1,022
344
(308)

1,058
5

1,063
(354)

709

241

950

Notes
i

ii
iii

Total revenue for 2008 is negative £10,267 million whilst charges are a credit of £8,193 million. These abnormal effects arise from the basis of
preparation whereby revenue includes investment appreciation, which is negative in 2008, and charges reflect the allocation, where appropriate, 
of investment return to policyholder benefits.
The measure is the formal (loss) profit before tax measure under IFRS but is not the result attributable to shareholders.
Investment return principally comprises
– Interest and dividends;
– Realised and unrealised gains and losses on securities and derivatives classified as fair value through profit and loss under IAS 39; and
– Realised gains and losses, including impairment losses, on securities classified as available-for-sale under IAS 39.

In its capacity as fund manager to fellow Prudential plc subsidiaries, M&G earns fees for asset management and related services.
These services are charged at appropriate arm’s length prices, typically priced as a percentage of funds under management.
Total charges include a credit of £25,419 million (2007: charge of £11,295 million) for non-cash expenses other than
depreciation and amortisation mainly due to the impact of negative market returns experienced during the year on benefit 
claims and movement in unallocated surplus of with-profits funds.

244 Prudential plc Annual Report 2008

Secondary segment information
Although the Company is UK registered, the Group manages its business on a global basis. The operations are based in three
main geographical areas: UK, US and Asia.

Revenue
UK
US
Asia
Intra group revenue

Total revenue per income statement

F2: Revenue

Long-term business premiums
Insurance contract premiums
Investment contracts with discretionary participation feature premiums
Inwards reinsurance premiums
Less: reinsurance premiums ceded

Earned premiums, net of reinsurance

Realised and unrealised gains and losses on securities at fair value through profit and loss
Realised and unrealised gains and losses on derivatives at fair value through profit and loss
Realised gains and losses on available-for-sale securities, previously recognised directly in equity
Realised gains and losses on loans
Interestnote i
Dividends
Other investment income

Investment income

Fee income from investment contract business and asset managementnote ii
Income from venture investments of the PAC with-profits fundsnote iii

Other income

Total revenue

2008 £m 

2007 £m

(12,213)
915
1,321
(290)

(10,267)

17,890
8,271
6,977
(268)

32,870

2008 £m 

2007 £m

17,573
964
454
(202)

18,789

(34,157)
(5,261)
(487)
210
6,739
2,023
731

(30,202)

1,109
37

1,146

17,308
874
177
(171)

18,188

2,634
270
13
47
5,857
2,730
674

12,225

1,039
1,418

2,457

(10,267)

32,870

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Notes
i
ii

iii

Interest income includes £11 million (2007: £2 million) accrued in respect of impaired securities. 
Fee income includes £7 million (2007: £31 million) relating to financial instruments that are not held at fair value through profit and loss. 
These fees primarily related to prepayment fees, late fees and syndication fees.
In November 2007 the Group sold PPM Capital and as a result the Group no longer controls venture fund investments managed by the sold entity
and consequently has ceased to consolidate these operations from that date. 

F

245

Notes on the Group financial statements
F: Income statement notes
continued

F3: Acquisition costs and other operating expenditure

Acquisition costsnotes i,ii
Staff and pension costs I1
Administrative and operating costsnote iv

Total acquisition costs and other operating expenditurenotes iii,iv

2008 £m 

2007 £m

1,185
913
361

2,459

1,030
1,402
2,427

4,859

Notes
i

Acquisition costs in 2008 comprise amounts related to insurance contracts of £1,048 million (2007: £939 million), and investment contracts and asset
management contracts of £137 million (2007: £91 million). These costs include amortisation of £520 million (2007: £410 million) and £15 million
(2007: £3 million) respectively.

ii Acquisition costs also include fee expenses relating to financial liabilities held at amortised costs of £nil (2007: £1 million). 
iii The total depreciation and amortisation expense is £618 million (2007: £523 million). Of this amount, £535 million (2007: £413 million) relates to

amortisation of deferred acquisition costs of insurance contracts and asset management contracts, which is primarily borne by the long-term business
segment. Of the remainder of the depreciation and amortisation charge of £83 million (2007: £110 million), £57 million (2007: £98 million) relates to
long-term business, £10 million (2007: £8 million) to asset management and £16 million (2007: £4 million) to other operations.

iv In November 2007, the Group sold PPM Capital and as a result, the Group no longer controls venture fund investments managed by the sold entity
and consequently has ceased to consolidate these operations from that date with this resulting in a reduction of associated operating expenditure.

F4: Finance costs: Interest on core structural borrowings of shareholder-financed operations

Finance costs consist of £161 million (2007: £158 million) interest on core debt of central companies and £11 million 
(2007: £10 million) on US operations’ surplus notes.

F5: Tax

a Total tax credit (charge) by nature of expense
An analysis of the total tax benefit (expense) of continuing operations recognised in the income statement by nature of benefit
(expense) is as follows:

Current tax benefit (expense):

Corporation tax
Adjustments in respect of prior years

Total current tax

Deferred tax arising from:

Origination and reversal of temporary differences
(Expense) benefit in respect of a previously unrecognised tax loss, 

tax credit or temporary difference from a prior period

Write down or reversal of a previous write down of a deferred tax asset

Total deferred tax credit

Total tax credit (charge)

The total tax benefit (expense) arises as follows:

Current tax benefit (expense):

UK
Foreign

Deferred tax credit:

UK
Foreign

Total

246 Prudential plc Annual Report 2008

2008 £m 

2007 £m

(225)
359

134

1,629

(77)
(3)

1,549

1,683

(806)
185

(621)

222

50
–

272

(349)

2008 £m 

2007 £m

280
(146)

134

1,478
71

1,549

1,683

(377)
(244)

(621)

349
(77)

272

(349)

The total tax credit of £1,683 million for 2008 (2007: charge of £349 million) comprises a credit of £1,758 million (2007: charge of
£28 million) for UK tax and a charge of £75 million (2007: £321 million) for overseas tax. This tax credit comprises tax attributable
to policyholders and unallocated surplus of with-profits funds, unit-linked policies and shareholders. The tax credit attributable 
to shareholders of £59 million for 2008 (2007: charge of £354 million) comprises a credit of £95 million (2007: charge of
£148 million) for UK tax and a charge of £36 million (2007: £206 million) for overseas tax.

The prior year adjustments primarily relate to the settlement of issues with HM Revenue Customs (HMRC) at an amount
below previously provided, the reduction in amounts previously provided on outstanding issues with HMRC and the routine
revision of tax returns.

The total deferred tax credit (charge) arises as follows:

Unrealised gains and losses on investments
Short-term timing differences
Capital allowances
Balances relating to investment and insurance contracts
Unused tax losses

Deferred tax credit (charge)

2008 £m 

2007 £m

1,521
(29)
2
(239)
294

1,549

225
(10)
4
41
12

272

In April 2008 the standard corporation tax rate for the UK changed from 30% to 28%. Deferred tax at the end of 2007 for UK
operations had been provided at the new rate of 28 per cent on the basis that materially all of the temporary differences are
expected to reverse once the new rate took effect. The effect on the deferred tax assets and liabilities at 31 December 2007
was £20 million.

In 2008, a deferred tax credit of £637 million (2007: £54 million) has been taken directly to reserves. Other movements in
deferred tax totalling a £21 million credit is mainly comprised of foreign exchange movements. When these amounts are taken
with the deferred tax credit shown above the result is a decrease of £2.2 billion (or £2.1 billion taking into account the restated
2007 comparative deferred tax as a result of the interpretation of IFRIC 14) in the Group’s net deferred tax liability (2007 decrease
of £419 million). 

The tax credit related to discontinued banking operations in 2007 which was all attributable to shareholders, amounted 

to £19 million.

b Reconciliation of effective tax rate
The total tax expense is attributable to shareholders and policyholders as summarised in the income statement.

i Summary of pre-tax (loss) profit and tax credit (charge)
The income statement includes the following items:

(Loss) profit before tax
Tax attributable to policyholders’ returns

(Loss) profit before tax attributable to shareholders
Tax attributable to shareholders’ (losses) profits:

Tax credit (charge)
Less: tax attributable to policyholders’ returns 

Tax attributable to shareholders’ (losses) profits

(Loss) profit from continuing operations after tax

F
i

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a
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s
t
a
t
e
m
e
n
t
s

2008 £m 

2007 £m

(2,074)
1,624

(450)

1,683
(1,624)

59

(391)

1,058
5

1,063

(349)
(5)

(354)

709

F

247

Notes on the Group financial statements
F: Income statement notes 
continued

F5: Tax continued

ii Overview
For the purposes of explaining the relationship between tax expense and accounting profit, it is appropriate to consider the
sources of profit and tax by reference to those that are attributable to shareholders and policyholders, as follows:

(Loss) profit before tax
Taxation charge:

Expected tax rate
Expected tax charge
Variance from expected tax charge (note v(ii))
Actual tax credit (charge)

Average effective tax rate

2008 £m 

2007 £m

Attributable to Attributable to 
policyholders*
shareholders

Total

Attributable to Attributable to
policyholders*

shareholders

(450)

(1,624)

(2,074)

1,063

(5)

41%
187
(128)
59
13%

100%
1,624
–
1,624
100%

87%
1,811
(128)
1,683
81%

31%
(327)
(27)
(354)
33%

100%
5
–
5
100%

Total

1,058

30%
(322)
(27)
(349)
33%

*For the column entitled ‘Attributable to policyholders’, the profit before tax represents income, net of post-tax transfers to unallocated surplus 

of with-profits funds, before tax attributable to policyholders and unallocated surplus of with-profits funds and unit-linked policies. 

Due to the requirements of the financial reporting standards IAS 1 and IAS 12, the profit before tax and tax charge reflect the
aggregate of amounts that are attributable to shareholders and policyholders.

Profit before tax comprises profit attributable to shareholders and pre-tax profit attributable to policyholders of linked and

with-profits funds and unallocated surplus of with-profits funds.

The total tax charge for linked and with-profits business includes tax expense on unit-linked and with-profits funds

attributable to policyholders, the unallocated surplus of with-profits funds and the shareholders’ profits. This feature arises from
the basis of taxation applied to life and pension business, principally in the UK, but with similar bases applying in certain Asian
operations, and is explained in note (iii) below. 

Furthermore, the basis of preparation of Prudential’s financial statements incorporates the additional feature that, as
permitted under IFRS 4, the residual equity of the Group’s with-profits funds, i.e. unallocated surplus, is recorded as a liability
with transfers to and from that liability reflected in pre-tax profits. This gives rise to anomalous effective tax rates for profits
attributable to policyholders (as described in note (iv) below).

In meeting the reconciliation requirements set out in paragraph 81I of IAS 12, the presentation shown in this disclosure note
seeks to ensure that the explanation of the relationship between tax expense and accounting profit draw properly the distinction
between the elements of the profit and tax charge that are attributable to policyholders and shareholders as explained below in
notes (iv) and (v) respectively. Due to the nature of the basis of taxation of UK life and pension business (as described in note (iii)
below), and the significance of the results of the business to the Group, it is inappropriate to seek to explain the effective tax rate
on profit before tax by traditional approach that would apply for other industries. 

The shareholder elements are the components of the profit and tax charge that are of most direct relevance to investors, and 

it is this aspect that the IAS 12 requirement is seeking to explain for companies that do not need to account for both with-profits
and unit-linked funds, where tax is borne by the Company on the policyholders’ behalf and which is not contemplated by 
IFRS requirement.

iii Basis of taxation for UK life and pension business
Different rules apply under UK tax law for taxing pension business and life insurance business and there are detailed rules for
apportioning the investment return and profits of the fund between the types of business. 

The investment return referable to pension business, and some other less significant classes of business, is exempt from
taxation, but tax is charged on the profit that shareholders derive from writing such business at the corporate rate of tax. The rules
for taxing life insurance business are more complex. Initially, the UK regime seeks to tax the regulatory basis investment return
less management expenses (I-E) on this business as it arises. However, in determining the actual tax charge, a calculation of the
shareholder profits for taxation purposes from writing life insurance business also has to be made and compared with the 
I-E profit. 

If the shareholder profit is higher than the I-E amount, extra income is attributable to the I-E calculation until the I-E profit
equals the shareholder profit. If on the other hand, the I-E profit is the greater, then an amount equal to the shareholder profit 
is taxed at the corporate rate of tax, with the remainder of the I-E profit being taxed at the lower policyholder rate of tax. 

The purpose of this approach is to ensure that the Company is always as a minimum taxed on the profit, as defined for taxation

purposes by reference to the Company’s regulatory returns (rather than IFRS basis results), that it has earned. The shareholders’
portion of the long-term business is taxed at the shareholders’ rate, with the remaining portion taxed at rates applicable to the
policyholders. 

It is to be noted that the calculations described are determined using data from the regulatory basis returns rather than the

IFRS basis results. The differences between the regulatory and accounting bases are very significant and extremely complex
rendering any explanation in general purpose financial statements to be of little if any use to users.

248 Prudential plc Annual Report 2008

iv Profits attributable to policyholders and related tax
As noted above, it is necessary under IFRS requirements to include the total tax charge of the Company (both policyholder and
shareholder elements) in the tax charge disclosed in the income statement.

For with-profits business, total pre-tax profits reflect the aggregate of profits attributable to policyholders and shareholders.

However, amounts attributable to the equity of with-profits funds are carried in the liability for unallocated surplus. Also, as
described in note (iii), UK with-profits business is taxed on a basis that affects policyholders’ unallocated surplus of with-profits
funds and shareholders. For the PAC with-profits sub-fund, transfers to and from unallocated surplus are recorded in the income
statement, so that after charging the total tax borne by the fund, the net balance reflects the statutory transfer from the fund 
for the year. The statutory transfer represents 10 per cent of the actuarially determined surplus for the year that is attributable 
to shareholders. 

For SAIF similar transfers are made. However, in the case of SAIF, a net nil balance is derived, reflecting the lack of shareholder

interest in the financial performance of the fund (other than through asset management arrangements).

The accounting anomaly that arises under IFRS is that due to the fact that the net of tax profit attributable to with-profits
policyholders is zero, the Company’s presentation of pre-tax profit attributable to policyholders reflects an amount that is the
mirror image of the tax charge attributable to policyholders. 

For unit-linked business, pre-tax profits also reflect the aggregate of profits attributable to policyholders and shareholders.

The pre-tax profits attributable to policyholders represent fees earned that are used to pay tax borne by the Company on
policyholders’ behalf. The net of tax profit attributable to policyholders for unit-linked business is thus zero.

The combined effect of these features is such that providing a reconciliation of the tax charge attributable to policyholders to
an expected charge based on the standard corporate rate of tax on IFRS basis profits attributable to policyholders is not relevant. 

In summary, for accounting purposes, in all cases and for all reporting periods, the apparent effective rate for profit

attributable to policyholders and unallocated surplus is 100 per cent. However, it is to be noted that the 100 per cent rate does 
not reflect a rate paid on the profits attributable to policyholders. It instead reflects the basis of accounting for unallocated 
surplus coupled with the distinction made for performance reporting between sources of profit attributable to shareholders,
policyholders and unallocated surplus and IFRS requirements in respect of reporting of all pre-tax profits and all tax charges
irrespective of policyholder or shareholder economic interest.

F
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249

Notes on the Group financial statements
F: Income statement notes 
continued

F5: Tax continued

v Reconciliation of tax charge on profits attributable to shareholders

Profit before tax attributable to shareholders:
Operating profit based on longer-term 

investment returnsnote iii

Short-term fluctuations in investment returns
Shareholders’ share of actuarial gains and 

losses on defined benefit pension schemes

Total

Expected tax rate:note i

Operating profit based on longer-term 

investment returnsnote iii

Short-term fluctuations in investment returns
Shareholders’ share of actuarial gains and losses 

on defined benefit pension schemes

Expected tax credit (charge) based on expected tax rates:

Operating profit based on longer-term 

investment returnsnote iii

Short-term fluctuations in investment returns
Shareholders’ share of actuarial gains and 

losses on defined benefit pension schemes

Total

Variance from expected tax charge:note ii

Operating profit based on longer-term 

investment returnsnote iii

Short-term fluctuations in investment returns
Shareholders’ share of actuarial gains and 

losses on defined benefit pension schemes

Total

Actual tax credit (charge):

Operating profit based on longer-term 

investment returnsnote iii

Short-term fluctuations in investment returns
Shareholders’ share of actuarial gains and 

losses on defined benefit pension schemes

Total

Actual tax rate: Operating profit based on 

longer-term investment returns
Total

Asian 
insurance 
operations 

US 
insurance
operations

2008 £m

UK
insurance 
operations

Other 
operations

Total

295
(200)

406
(1,058)

(3)

92

–

(652)

24%
27%

25%

(70)
54

1

(15)

(35)
(23)

–

(58)

(105)
31

1

(73)

36%
79%

35%
35%

–

(142)
370

–

228

17
(173)

–

(156)

(125)
197

–

72

31%
11%

535
(212)

–

323

28%
28%

–

(150)
59

–

(91)

57
(8)

–

49

(93)
51

–

(42)

17%
13%

111
(313)

(11)

(213)

23%
28%

28%

(26)
88

3

65

57
(19)

(1)

37

31
69

2

102

(28%)
48%

1,347
(1,783)

(14)

(450)

29%
32%

27%

(388)
571

4

187

96
(223)

(1)

(128)

(292)
348

3

59

22%
13%

Notes
i

ii

Expected tax rates for profit attributable to shareholders:
The expected tax rate for Other operations is lower than 2007. The tax rate of 23% reflects the mix of business between UK and overseas operations,
which are taxed at a variety of rates. The rate will fluctuate from year to year dependent on the mix of profits between jurisdictions.
For 2008, the principal variances arise from differences between the standard corporation tax rate and actual rates due to a number of factors,
including:
a For Asian long-term operations, tax losses in several jurisdictions which are not expected to be available for relief against future profits, and losses

on investments in jurisdictions which do not provide corresponding tax relief; 

b For Jackson, the inability to fully recognise deferred tax assets on losses being carried forward which has partially been offset by the benefit of 

a deduction from taxable income of a proportion of dividends received attributable to the variable annuity business;

c For UK insurance operations, prior year adjustments arising from the routine revisions of tax returns, the settlement of outstanding issues with

HMRC at an amount below that previously provided and the different tax bases of UK life business; and

d For Other operations, the settlement of issues with HMRC at amounts below those previously provided and a reduction in amounts previously

provided on outstanding issues with HMRC which has been partially offset by the inability to recognise a deferred tax asset on various tax losses.

iii Operating profit based on longer-term investment returns is net of attributable restructuring costs and development expenses.

250 Prudential plc Annual Report 2008

Asian 
insurance 
operations 

US 
insurance
operations

2007 £m

UK
insurance 
operations

Other 
operations

Profit before tax attributable to shareholders:

Operating profit based on longer-term investment returnsnote iii
Short-term fluctuations in investment returns
Shareholders’ share of actuarial and other gains 

and losses on defined benefit pension schemes

Total

Expected tax rate:note i

Operating profit based on longer-term investment returnsnote iii
Short-term fluctuations in investment returns
Shareholders’ share of actuarial and other gains 

and losses on defined benefit pension schemes

Total

Expected tax credit (charge) based on expected tax rates:

Operating profit based on longer-term investment returnsnote iii
Short-term fluctuations in investment returns
Shareholders’ share of actuarial and other gains 

and losses on defined benefit pension schemes

Total

Variance from expected tax charge:note ii

Operating profit based on longer-term investment returnsnote iii
Short-term fluctuations in investment returns
Shareholders’ share of actuarial and other gains 

and losses on defined benefit pension schemes

Total

Actual tax charge:

Operating profit based on longer-term investment returnsnote iii
Short-term fluctuations in investment returns
Shareholders’ share of actuarial and other gains 

and losses on defined benefit pension schemes

Total

Actual tax rate: Operating profit based on 

longer-term investment returns
Total

174
(71)

–

103

21%
25%

20%

18%

(37)
18

–

(19)

(12)
(17)

–

(29)

(49)
1

–

(48)

28%
47%

444
(18)

–

426

35%
35%

35%

35%

(155)
6

–

(149)

22
1

–

23

(133)
7

–

(126)

30%
30%

521
(47)

–

474

30%
30%

30%

30%

(156)
14

–

(142)

(25)
(2)

–

(27)

(181)
12

–

(169)

35%
36%

62
(1)

(1)

60

28%
28%

28%

28%

(17)
–

–

(17)

(1)
6

1

6

(18)
6

1

(11)

29%
18%

Total

1,201
(137)

(1)

1,063

30%
28%

28%

31%

(365)
38

–

(327)

(16)
(12)

1

(27)

(381)
26

1

(354)

32%
33%

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Notes
i

ii

Expected tax rates for profit attributable to shareholders:
Expected tax rates shown in the table above reflect the corporate tax rates generally applied to taxable profits of the relevant country jurisdictions. 
For Asian operations the expected tax rates reflect the corporate tax rates weighted by reference to the source of profits of the operations contributing
to the aggregate business result.
Expected rates for 2007 for Asia are lower than 2006 due to an increased proportion of profits in low tax jurisdictions. The expected rate for other
operations is lower than 2006.The tax rate of 28 per cent reflects the mix of business between UK and overseas operations which are taxed at a
variety of rates. The rates will fluctuate year on year dependent on the mix of profits between jurisdictions.
Variances from expected tax charge for results attributable to shareholders:
For 2007, the principal variances arise from differences between the standard corporation tax rate and actual rates due to a number of factors,
including:
a For UK insurance operations, disallowed expenses and prior year adjustments arising from routine revisions of tax returns;
b For Jackson, the benefit of a deduction from taxable income of a proportion of dividends received attributable to the variable annuity business;
c For Asian long-term operations, tax losses in several jurisdictions which are not expected to be available for relief against future profits, and losses

on investments in jurisdictions which do not provide corresponding tax relief; and

d For other operations, the availability of capital losses brought forward on which no deferred tax had previously been recognised, which have been

used against capital gains in the period.

iii Operating profit based on longer-term investment returns is net of attributable restructuring costs and development expenses.

F

251

Notes on the Group financial statements
G: Financial assets and liabilities

G1: Financial instruments – designation and fair values

The Group designates all financial assets as either fair value through profit and loss, available-for-sale, or as loans and receivables.
Financial liabilities are designated as either fair value through profit and loss or amortised cost, or as investment contracts with
discretionary participating features accounted for under IFRS 4 as described in note A4.

Fair value
through
profit
and loss

–
–
62,122
71,225
–
6,301
–
–

139,648

Fair value
through
profit
and loss

2008 £m

Available-
for-sale

Loans and
receivables

–
–
–
23,999
–
–
–
–

23,999

5,955
7,294
–
–
10,491
–
2,513
1,232

27,485

2008 £m

Total
carrying
value

5,955
7,294
62,122
95,224
10,491
6,301
2,513
1,232

191,132

Fair value

5,955
7,294
62,122
95,224
10,043
6,301
2,513
1,232

Amortised
cost

IFRS 4
basis value

Total
carrying
value

Fair value

–

2,958

–
158

1,977
1,150

–

5,572

3,843

–

11,616
–
4,832
–

20,449

–

–

2,885
1,496
–
890

–

–
–

–

–

2,958

2,137

1,977
1,308

1,977
1,320

5,572

5,676

3,843

3,843

23,446

23,446

–

–
–
–
–

14,501
1,496
4,832
890

60,823

14,568
1,496
4,832
890

16,928

23,446

Financial assets
Cash and cash equivalents
Deposits
Equity securities and portfolio holdings in unit trusts
Debt securitiesnote i
Loansnote ii
Other investmentsnote iii
Accrued investment income
Other debtors

Financial liabilities
Core structural borrowings of shareholder-financed 

operationsnotes i,H13

Operational borrowings attributable to 
shareholder-financed operationsH13

Borrowings attributable to with-profits fundsH13
Obligations under funding, securities lending and 

sale and repurchase agreements

Net asset value attributable to unit holders of 
consolidated unit trust and similar funds

Investment contracts with discretionary participating 

featuresnote iv

Investment contracts without discretionary 

participating features

Other creditors
Derivative liabilities
Other liabilities 

252 Prudential plc Annual Report 2008

Financial assets
Cash and cash equivalents
Deposits
Equity securities and portfolio holdings in unit trusts
Debt securitiesnote i
Loansnote ii
Other investmentsnote iii
Accrued investment income
Other debtors

Financial liabilities
Core structural borrowings of shareholder-financed 

operationsnotes i,H13

Operational borrowings attributable to 
shareholder-financed operationsH13

Borrowings attributable to with-profits fundsH13
Obligations under funding, securities lending and 

sale and repurchase agreements

Net asset value attributable to unit holders of 
consolidated unit trust and similar funds

Investment contracts with discretionary participating 

featuresnote iv

Investment contracts without discretionary 

participating features

Other creditors
Derivative liabilities 
Other liabilities 

Fair value
through
profit
and loss

–
–
86,157
65,349
–
4,396
–
–

155,902

Fair value
through
profit
and loss

–

–
204

–

3,556

–

12,110
–
1,080
1

16,951

–
–
–
18,635
–
–
–
–

18,635

2,492

3,081
783

4,081

–

–

1,922
1,020
–
790

2007 £m

Available-
for-sale

Loans and
receivables

Total
carrying
value

4,951
7,889
86,157
83,984
7,924
4,396
2,023
909

Fair value

4,951
7,889
86,157
83,984
8,105
4,396
2,023
909

4,951
7,889
–
–
7,924
–
2,023
909

23,696

198,233

2007 £m

Amortised
cost

IFRS 4
basis value

Total
carrying
value

Fair value

–

–
–

–

–

2,492

3,081
987

4,081

3,556

29,550

29,550

–
–
–
–

14,032
1,020
1,080
791

60,670

2,476

3,081
1,006

4,100

3,556

–

14,034
1,020
1,080
791

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14,169

29,550

Notes
i

As at 31 December 2008, £620 million (2007: £722 million) of convertible bonds were included in debt securities and £363 million (2007: 
£278 million) were included in borrowings.
Loans and receivables are reported net of allowance for loan losses of £27 million (2007: £13 million).

ii
iii See note G3 for details of the derivative assets included. The balance also contains the PAC with-profits fund’s participation in various investment

funds and limited liability property partnerships.

iv It is impractical to determine the fair value of investment contracts with discretionary participation features due to the lack of a reliable basis to

v

measure such features.
For financial liabilities designated as fair value through profit and loss there was no impact on profit from movements in credit risk during 2008 
and 2007. 

Determination of fair value
The fair values of the financial assets and liabilities as shown on the table above have been determined on the following bases. 
The fair values of the financial instruments for which fair valuation is required under IFRS and which are in an active market 
are determined by the use of current market bid prices for quoted investments, or by using quotations from independent third-
parties, such as brokers and pricing services. If the market for a financial investment of the Group is not active, the fair values of
the financial instruments are established by using valuation techniques. These include financial investments which are not quoted
on active markets and financial investments for which markets are no longer active as a result of market conditions e.g. market
illiquidity. The valuation techniques used include comparison to recent arm’s length transactions, reference to other instruments
that are substantially the same, discounted cash flow analysis, option adjusted spread models and, if applicable, enterprise
valuation. These techniques may include a number of assumptions relating to variables such as credit risk and interest rates.
Changes in assumptions relating to these variables could positively or negatively impact the reported fair value of these 

G

253

Notes on the Group financial statements
G: Financial assets and liabilities
continued

G1: Financial instruments – designation and fair values continued

instruments. The source of pricing for the financial investments valued using valuation techniques could be from using quotations
from independent third-parties, such as brokers and pricing services or by using valuation techniques modelled internally by the
Group. Priority is given to publicly available prices from independent sources, when available but overall, the source of pricing is
chosen with the objective of arriving at a fair value measurement which reflects the price at which an orderly transaction would
take place between market participants on the measurement date. 

The fair value estimates are made at a specific point in time, based upon available market information and judgements about
the financial instruments, including estimates of the timing and amount of expected future cash flows and the credit standing of
counterparties. Such estimates do not reflect any premium or discount that could result from offering for sale at one time the
Group’s entire holdings of a particular financial instrument, nor do they consider the tax impact of the realisation of unrealised
gains or losses. In some cases the fair value estimates cannot be substantiated by comparison to independent markets, nor can
the disclosed value be realised in immediate settlement of the financial instrument. Illiquid market conditions have resulted in
inactive markets for certain of the Group’s financial instruments. As a result, there is generally no or limited observable market
information for these instruments. Fair value estimates for financial instruments deemed to be in an illiquid market are based on
judgements regarding current economic conditions, liquidity discounts, currency, credit and interest rate risks, loss experience
and other factors. These fair values are estimates and involve considerable uncertainty and variability as a result of the inputs
selected and may differ significantly from the values that would have been used had the ready market existed, and the
differences could be material. 

The loans and receivables have been shown net of provisions for impairment. The fair value of loans has been estimated from

discounted cash flows expected to be received. The rate of discount used was the market rate of interest.

The estimated fair value of derivative financial instruments reflects the estimated amount the Group would receive or pay in
an arm’s length transaction. This amount is determined using quotations from independent third-parties or valued internally using
standard market practices. In accordance with the Group’s risk management framework, all internally generated valuations are
subject to independent assessment against external counterparties’ valuations.

The fair value of borrowings is based on quoted market prices, where available.
Section A4 provides details of the determination of fair value for investment contracts without fixed and guaranteed terms
(notably UK unit-linked policies). For investment contracts in the US with fixed and guaranteed terms the fair value is determined
based on the present value of future cash flows discounted at current interest rates.

The fair value of other financial liabilities is determined using discounted cash flows of the amounts expected to be paid.

Use of valuation techniques 
The carrying value of financial investments (including derivative liabilities) on the balance sheet of the Group which are not
quoted on active markets and for which fair value is determined using internal valuation techniques, or is provided by brokers 
or pricing services, where the specific securities have been valued using valuation techniques by these third-party providers are
as follows:

2008 £m

Shareholder-backed business

UK
with-profits
fund*

UK
insurance
operations

US
insurance
operations

Other
operations

12,341
661
2,189

15,191
(496)

14,695

685
–
257

942
(238)

704

24,246
235
1,215

25,696
(863)

24,833

47
–
324

371
(351)

20

2007 £m

Shareholder-backed business

UK
with-profits
fund*

UK
insurance
operations

US
insurance
operations

Other
operations

10,640
683
2,425

13,748
(168)

13,580

509
–
103

612
(53)

559

18,996
166
744

19,906
(158)

19,748

–
–
73

73
(138)

(65)

Total

37,319
896
3,985

42,200
(1,948)

40,252

Total

30,145
849
3,345

34,339
(517)

33,822

Debt securities
Equity securities
Other investments (including derivative assets)

Derivative liabilities

Net of derivative liabilities

Debt securities
Equity securities
Other investments (including derivative assets)

Derivative liabilities

Net of derivative liabilities

*Including SAIF

254 Prudential plc Annual Report 2008

The majority of the financial investments valued using valuation techniques were debt securities. 

The debt securities shown above include private debt securities such as private placements, project finance, asset
securitisations and local authority securities. The securities are mainly long-dated and not regularly traded and are valued
internally using market standard practices. The majority of the debt securities above are valued using matrix pricing, which is
based on assessing credit quality of the underlying borrower to derive a suitable discount rate relative to government securities.
Under matrix pricing, the debt securities are priced by taking the credit spreads on comparable quoted public debt securities and
applied to the equivalent debt instruments factoring a specified liquidity premium. The majority of the parameters used in this
valuation technique are readily observable in the market and, therefore, are not subject to interpretation.

Debt securities valued using valuation techniques held for UK insurance operations were £13,026 million (2007: 

£11,149 million) and of this amount £12,341 million (2007: £10,640 million) related to securities held by with-profits operations
and £685 million (2007: £509 million) related to securities held by the UK shareholder-backed business.

Of the debt securities valued using valuation techniques held by the UK with-profits fund of £12,341 million at 31 December

2008 (2007: £10,640 million), £8,647 million (2007: £7,638 million) have been priced by independent third-parties and 
£3,694 million (2007: £3,002 million) determined using internal valuation techniques. 

The debt securities held by the UK with-profits fund at 31 December 2008 of £12,341 million include US securities managed

by PPM America with a value of £8,773 million. This amount comprises £8,738 million in respect of securities for which the fair
value has been measured using valuation techniques for which all inputs significant to the measurement are based on observable
market data. This categorisation corresponds to ‘Level 2’ assets under amendments to IFRS 7. £35 million is in respect of securities
for which the fair value has been measured using valuation techniques that include any input significant to the measurement that
is not based on observable market data i.e. ‘Level 3’ securities. 

For the UK operations, in accordance with the Group’s Risk Management Framework, all internally generated calculations are
subject to independent assessment by the Group’s Fair Value Committees which comprise members who are independent of the
fund managers involved in the day-to-day trading in these assets.

Of the debt securities valued using valuation techniques of £37,319 million (2007: £30,145 million) at 31 December 2008,

debt securities with a fair value of £24,246 million (2007: £18,996 million) were held by the US insurance operations. 
The £24,246 million value at 31 December 2008 comprises ‘Level 2’ and ‘Level 3’ securities with values of £20,564 million 
and £3,681 million, respectively. Typical inputs used in pricing these debt securities include, but are not limited to, 
reported trades, benchmark yields, credit spreads, liquidity premiums, and/or estimated cash flows based on default and
prepayment assumptions. 

The majority of the debt securities of the US insurance operations are priced by independent pricing services and included 

as ‘Level 2’ securities. As a result of typical trading volumes and the lack of quoted market prices for most debt securities,
independent pricing services will normally derive the security prices through recently reported trades for identical or similar
securities, making adjustments through the reporting date based upon available market observable information. If there are 
no reported trades, the independent pricing services and brokers may use matrix or pricing model processes to develop a
security price where future cash flow expectations are developed based upon collateral performance and discounted at relevant
market rates. 

Debt securities of US insurance operations valued using internally derived valuation techniques in 2008 include certain asset-
backed securities which had previously been valued using prices provided by a pricing service or brokers in the context of active
markets. The current market dislocations have caused a reassessment of the valuation process for these asset-backed securities.
In particular, beginning at the end of the third-quarter of 2008, the external prices obtained for certain asset-backed securities
were deemed to be inappropriate in the current market conditions. For the valuations at 31 December 2008, the US operations
have therefore utilised internal valuation models, provided by PPM America, to derive fair values for all non-agency residential
mortgage-backed securities and asset-backed securities and certain commercial mortgage-backed securities. Details of these
asset-backed securities are provided in notes B6 and D3. The techniques used by PPM America include cash flow models based
on spreads and, when available, market indices. The models used begin with current spread levels of similarly-rated securities 
to determine the market discount rate for the security. Additional risk premiums for illiquidity and non-performance are
incorporated, if warranted, and included in the discount rate. Cash flows, as estimated by PPM America using issuer-specific
default statistics and prepayment assumptions, are discounted to determine an estimated fair value. The use of internal valuation
models has resulted in a fair value of these securities that was higher than those provided from pricing services and brokers of
£760 million on a total amortised cost of £3.5 billion.

The equity securities and other investments which included property and other partnerships in investment pools, venture
investments and derivative assets and derivative liabilities as shown on the table above are valued using valuation techniques
which apply less readily observable market factors and more non-observable factors than the matrix pricing technique as used 
for the majority of the debt securities.

The total amount of the change in fair value estimation using valuation techniques, including valuation techniques based on
assumptions not wholly supported by observable market prices or rates, recognised in the income statement in 2008 was a gain 
of £355 million (2007: gain of £288 million) for the with-profits fund investments. The gain in 2008 reflects an underlying loss
which is more than offset by the exchange gains of the foreign currency denominated investments of the with-profits fund.
Changes in values of assets of the with-profits funds are reflected in policyholder liabilities and unallocated surplus. Due to the
liability accounting treatment of unallocated surplus, changes in values of securities held by with-profits funds have no direct
effect on the profit or loss attributable to shareholders or shareholders’ equity.

F
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255

Notes on the Group financial statements
G: Financial assets and liabilities
continued

G1: Financial instruments – designation and fair values continued

The total amount of the change in fair value estimation using valuation techniques, including those based on assumptions not
wholly supported by observable market prices or rates, recognised in the income statement in 2008 and which was attributable 
to shareholders, was a loss of £685 million (2007: gain of £116 million).

The 2007 comparatives shown above differ from the previously published information for the inclusion of the financial
investments for which prices have been provided by independent third-parties, such as pricing services and brokers, and for
which the prices have been derived using valuation techniques by these providers. The previously published 2007 information
included only the financial investments valued internally using valuation techniques. 

Interest income and expense
The interest income on financial assets not at fair value through profit and loss for the year ended 31 December 2008 from
continuing operations was £2,532 million (2007: £2,016 million).

The interest expense on financial liabilities not at fair value through profit and loss for the year ended 31 December 2008 from

continuing operations was £645 million (2007: £699 million).

G2: Market risk

Interest rate risk
The following table shows an analysis of the classes of financial assets and liabilities and their direct exposure to interest rate risk.
Each applicable class of the Group’s financial assets or liabilities is analysed between those exposed to fair value interest rate risk,
cash flow interest rate risk and those with no direct interest rate risk exposure:

2008 £m

Fair value
interest 
rate risk

Cash flow
interest
rate risk

Not directly
exposed to
interest
rate risk

–
6,084
5,532
3,485
686

5,955
84
339
27
4,076

Total

5,955
7,294
95,224
10,491
6,301

15,787

10,481

125,265

–
454
482

4,683
–
785
105

6,509

–
3
97

–
11,616
2,862
567

15,145

2,958
1,977
1,308

5,572
14,501
4,832
890

32,038

Financial assets
Cash and cash equivalents
Deposits
Debt securities
Loans 
Other investments (including derivatives)

Financial liabilities
Core structural borrowings of shareholder-financed operations
Operational borrowings attributable to shareholder-financed operations
Borrowings attributable to with-profits funds
Obligations under funding, securities lending and sale and 

repurchase agreements

Investment contracts without discretionary participation features
Derivative liabilities
Other liabilities 

–
1,126
89,353
6,979
1,539

98,997

2,958
1,520
729

889
2,885
1,185
218

10,384

256 Prudential plc Annual Report 2008

Financial assets
Cash and cash equivalents
Deposits
Debt securities
Loans 
Other investments (including derivatives)

Financial liabilities
Core structural borrowings of shareholder-financed operations
Operational borrowings attributable to shareholder-financed operations
Borrowings attributable to with-profits funds
Obligations under funding, securities lending and sale and 

repurchase agreements

Investment contracts without discretionary participation features
Derivative liabilities
Other liabilities 

Liquidity analysis

2007 £m

Fair value
interest 
rate risk

Cash flow
interest
rate risk

Not directly
exposed to
interest
rate risk

–
678
76,481
4,319
664

82,142

2,492
2,743
451

594
1,922
244
178

8,624

–
7,211
7,503
3,605
285

18,604

–
331
441

3,487
–
145
98

4,502

4,951
–
–
–
3,447

8,398

–
7
95

–
12,110
691
515

13,418

Total

4,951
7,889
83,984
7,924
4,396

109,144

2,492
3,081
987

4,081
14,032 
1,080
791

26,544 

Financial liabilities
Core structural borrowings of 

shareholder-financed operationsH13
Operational borrowings attributable to 
shareholder-financed operationsH13
Borrowings attributable to with-profits 

fundsH13

Obligations under funding, securities lending and 

sale and repurchase agreements

Derivative liabilities
Other liabilities 

Financial liabilities
Core structural borrowings of 

shareholder-financed operationsH13
Operational borrowings attributable to 
shareholder-financed operationsH13
Borrowings attributable to with-profits 

fundsH13

Obligations under funding, securities lending and 

sale and repurchase agreements

Derivative liabilities
Other liabilities (including derivatives)

1 year
or less

After 1
year to
5 years

After 5
years to
10 years

After 10
years to
15 years

After 15
years to
20 years

Over No stated
20 years maturity

Total
carrying
value

2008 £m

249

–

1,584

339

–

–

272

580

278

801

–

–

5,572
3,066
646

–
448
11

11,389

1,378

–
266
5

549

–
408
–

1,209

–

–

–

–
156
–

156

849

1,059

2,958

54

78

–
488
–

–

1,977

100

1,308

–
–
228

5,572
4,832
890

1,469

1,387 17,537

F
i

n
a
n
c
i
a
l

s
t
a
t
e
m
e
n
t
s

1 year
or less

After 1
year to
5 years

After 5
years to
10 years

After 10
years to
15 years

After 15
years to
20 years

Over No stated
20 years maturity

Total
carrying
value

2007 £m

–

248

–

366

315

801

762

2,492

2,618

103

4,081
684
630

8,116

51

232

–
174
7

712

355

265

–
10
2

–

–

–
33
–

–

–

–
6
–

57

83

–
173
–

–

3,081

304

–
–
152

987

4,081
1,080
791

G

632

399

321

1,114

1,218 12,512

257

Notes on the Group financial statements
G: Financial assets and liabilities
continued

G2: Market risk continued

The table below shows the maturity profile for investment contracts on an undiscounted basis to the nearest billion. This maturity
profile has been based on the cash flow projections of expected benefit payments as part of the determination of the value of 
in-force business when preparing EEV basis results. 

Life assurance investment contracts

3

18

12

12

9

13

67

2008 £bn

1 year
or less

After 1
year to
5 years

After 5
years to
10 years

After 10
years to
15 years

After 15
years to
20 years

Over
20 years

Total
undis-
counted
value

2007 £bn

1 year
or less

After 1
year to
5 years

After 5
years to
10 years

After 10
years to
15 years

After 15
years to
20 years

Over
20 years

Total
undis-
counted
value

Life assurance investment contracts

3

12

16

16

15

25

87

The maturity profile above excludes certain corporate unit-linked business with gross policyholder liabilities of £8 billion 
(2007: £8 billion) which has no stated maturity.

This table has been prepared on an undiscounted basis and accordingly the amounts shown for life assurance investment
contracts differ from those disclosed on the balance sheet. Durations of long-term business contracts, covering insurance and
investment contracts, on a discounted basis are included in section D. 

Credit risk
Of the total loans and receivables held £21 million (2007: £5 million) are past their due date but have not been impaired. Of the
total past due but not impaired, £21 million (2007: £5 million) are less than one year past their due date. The Group expects full
recovery of these loans and receivables. Financial assets that would have been past due or impaired had the terms not been
renegotiated amounted to £1 million (2007: £nil).

There was no collateral held against loans that are past due and impaired or that are past due but not impaired at 

31 December 2008 (2007: £nil). 

In addition, during the year the Group took possession of £66 million (2007: £7 million) of other collateral held as security,

which mainly consists of assets that could be readily convertible into cash. 

Currency risk
As at 31 December 2008, the Group held 20 per cent (2007: 19 per cent) and 13 per cent (2007: 13 per cent) of its financial assets
and financial liabilities respectively, in currencies, mainly US dollar and Euro, other than the functional currency of the relevant
business unit.

The financial assets, of which 77 per cent (2007: 86 per cent) are held by the PAC with-profits fund, allow the PAC with-profits

fund to obtain exposure to foreign equity markets.

The financial liabilities, of which 38 per cent (2007: 19 per cent) are held by the PAC with-profits fund, mainly relate to foreign

currency borrowings.

The exchange risks inherent in these exposures are mitigated through the use of derivatives, mainly forward currency

contracts (note G3 below).

The amount of exchange gains recognised in the income statement in 2008, except for those arising on financial 

instruments measured at fair value through profit and loss, is £638 million (2007: £102 million). This constitutes £32 million 
(2007: £109 million) gains on Medium Term Notes (MTN) liabilities and £606 million of net gains (2007: £7 million net losses),
mainly arising on investments of the PAC with-profits fund. The gains on MTN liabilities are fully offset by value movements on
cross-currency swaps, which are measured at fair value through profit and loss.

258 Prudential plc Annual Report 2008

G3: Derivatives and hedging

Derivatives
The Group enters into a variety of exchange traded and over-the-counter derivative financial instruments, including futures,
options, forward currency contracts and swaps such as interest rate swaps, cross-currency swaps, swaptions and credit 
default swaps.

All over-the-counter derivative transactions are conducted under standardised ISDA (International Swaps and Derivatives
Association Inc) master agreements and the Group has collateral agreements between the individual Group entities and relevant
counterparties in place under each of these market master agreements.

The total fair value balances of derivative assets and liabilities as at 31 December 2008 were as follows:

Derivative assets
Derivative liabilities

Derivative assets
Derivative liabilities

2008 £m

UK
insurance
operations

US
insurance
operations

Asian
insurance
Asset
operations management

Unallocated
to a segment

1,326
(3,401)

(2,075)

675
(863)

(188)

15
(32)

(17)

74
(292)

(218)

280
(244)

36

2007 £m

UK
insurance
operations

US
insurance
operations

Asian
insurance
Asset
operations management

Unallocated
to a segment

571
(689)

(118)

390
(158)

232

15
(2)

13

118
(186)

(68)

3
(45)

(42)

Group
total

2,370
(4,832)

(2,462)

Group
total

1,097
(1,080)

17

The above derivative assets are included in ‘other investments’ in the primary statements.
The notional amount of the derivatives, distinguishing between UK insurance and US operations, was as follows:

As at 31 December 2008

Cross-currency swaps*
Equity index call options
Swaptions
Futures
Forwards*
Inflation swaps
Credit default swaps
Single stock options
Credit derivatives
Put options
Equity options
Total return swaps
Interest rate swaps*

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i

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a
n
c
i
a
l

s
t
a
t
e
m
e
n
t
s

2008 £m

UK insurance operations
Notional amount on which
future payments are based

US insurance operations
Notional amount on which
future payments are based

Asset

Liability

Asset

Liability

838
17
980
3,286
14,315
2,559
123
1
–
–
2
479
5,074

1,014
32
980
4,055
16,489
2,482
14
1
–
–
4
514
5,245

448
–
28,863
–
–
–
–
–
31
6,573
3,785
–
1,704

218
–
–
460
–
–
–
–
177
–
5
313
4,514

*In addition, the other operations, including the Group Treasury function and the Asian operations, have cross-currency swap assets and liabilities with
notional amounts of £1,503 million (2007: £730 million) and £605 million (2007: £1,401 million) respectively, forward currency contracts assets and
liabilities with notional amounts of £1,419 million (2007: £983 million) and £2,310 million (2007: £773 million) respectively, interest rate swaps assets and
liabilities of £1,407 million (2007: £2,799 million) and of £2,316 million (2007: £1,563 million), respectively, and cliquet options assets of £1,525 million
(2007: £nil).

G

259

Notes on the Group financial statements
G: Financial assets and liabilities
continued

G3: Derivatives and hedging continued

As at 31 December 2007

Cross-currency swaps*
Equity index call options
Swaptions
Futures
Forwards*
Inflation swaps
Credit default swaps
Single stock options
Credit derivatives
Put options
Equity options
Total return swaps
Interest rate swaps*

2007 £m

UK insurance operations
Notional amount on which
future payments are based

US insurance operations
Notional amount on which
future payments are based

Asset

Liability

Asset

Liability

658
–
1,125
1,905
17,243
1,758
4,181
–
–
–
–
956
4,335

648
23
–
2,176
17,635
1,319
59
–
–
–
–
955
4,663

602
–
25,620
–
–
–
–
–
3
3,642
5,545
226
1,708

–
–
1,005
371
–
–
–
–
20
–
11
–
3,587

*In addition, the other operations, including the Group Treasury function and the Asian operations, have cross-currency swap assets and liabilities with
notional amounts of £1,503 million (2007: £730 million) and £605 million (2007: £1,401 million) respectively, forward currency contracts assets and
liabilities with notional amounts of £1,419 million (2007: £983 million) and £2,310 million (2007: £773 million) respectively, interest rate swaps assets and
liabilities of £1,407 million (2007: £2,799 million) and of £2,316 million (2007: £1,563 million), respectively, and cliquet options assets of £1,525 million
(2007: £nil).

These derivatives are used for efficient portfolio management to obtain cost effective and efficient exposure to various markets in
accordance with the Group’s investment strategies and to manage exposure to interest rate, currency, credit and other business
risks. See also note D3 for use of derivatives by the Group’s US operations.

The Group uses various interest rate derivative instruments such as interest rate swaps to reduce exposure to interest rate volatility.
The UK insurance operations use various currency derivatives in order to limit volatility due to foreign currency exchange rate

fluctuations arising on securities denominated in currencies other than sterling. See also note G2 above. In addition, total return
swaps and interest rate swaps are held for efficient portfolio management.

As part of the efficient portfolio management of the PAC with-profits fund, the fund may, from time to time, invest in cash-
settled forward contracts over Prudential plc shares, which are accounted for consistently with other derivatives. This is in order
to avoid a mismatch of the with-profits investment portfolio with the investment benchmarks set for its equity-based investment
funds. The contracts will form part of the long-term investments of the with-profits fund. These contracts are subject to a number
of limitations for legal and regulatory reasons.

Some of the Group’s products, especially those sold in the US, have certain guarantee features linked to equity indexes. 
A mismatch between product liabilities and the performance of the underlying assets backing them, exposes the Group to equity
index risk. In order to mitigate this risk, the relevant business units purchase swaptions, equity options and futures to match asset
performance with liabilities under equity-indexed products.

The US operations and some of the UK operations hold large amounts of interest-rate sensitive investments that contain
credit risks on which a certain level of defaults is expected. These entities have purchased some swaptions in order to manage 
the default risk on certain underlying assets and hence reduce the amount of regulatory capital held to support the assets.

Hedging
The Group has formally assessed and documented the effectiveness of the following hedges under IAS 39.

260 Prudential plc Annual Report 2008

Fair value hedges
The Group uses interest rate derivatives to hedge the interest exposures on its US$1 billion, 6.5 per cent perpetual subordinated
capital securities and US$300 million, 6.5 per cent perpetual subordinated capital securities. Where the hedge relationship is 
de-designated and re-designated, the fair value adjustment to the hedged item up to the point of de-designation continues to 
be reported as part of the basis of the hedged item and is amortised to the income statement based on a recalculated effective
interest rate over the residual period to the first break clause date of the perpetual subordinated capital securities.

In addition, Jackson had a common stock equity collar hedge entered into in March 2005. This was to protect Jackson’s

unrealised gain of US$5.9 million on an equity investment. The hedge expired in March 2008.

The fair value of the derivatives designated as fair value hedges above at 31 December 2008, were an asset of £17 million and
liabilities of £nil (2007: asset of £5 million and liabilities of £25 million). Movements in the fair value of the hedging instruments of
a net loss of £4 million (2007: net gain of £6 million) and the hedged items of a net gain of £7 million (2007: net loss of £4 million)
are recorded in the income statement in respect of the fair value hedges above.

Cash flow hedges
Following the sale of Egg in 2007, the Group has no cash flow hedges in place. 

Net investment hedges
The Group has entered into a series of one to three-month period forward currency transactions which together form a 
US$2 billion net investment hedge of the currency exposure of the net investments in the US operations. The forward currency
contracts were renewed throughout 2008 and 2007. The forward currency contracts in place at 31 December 2008 expire in
January 2009. In December 2008, the Group de-designated the US$2 billion forward currency contract and re-designated 
only US$600 million of the forward currency contract as a partial net investment hedge of the currency exposure of the net
investments in the US operations. The change reflected consideration of the direct US dollar exposure for accounting purposes,
and the indirect offsetting exposure within the Group’s IGD solvency reporting. The fair value of the forward currency contracts
at 31 December 2008 was a liability of £56 million (2007: a liability of £44 million), of which £17 million (2007: a liability of 
£44 million) was designated as a net investment hedge of the currency exposure of the net investments in the US operations.

In addition, the Group has designated perpetual subordinated capital securities totalling US$1.55 billion as a net investment

hedge to hedge the currency risks related to the net investment in Jackson. The carrying value of the subordinated capital
securities was £1,059 million (2007: £763 million) as at 31 December 2008. The foreign exchange loss of £299 million 
(2007: gain of £13 million) on translation of the borrowings to pounds sterling at the balance sheet date is recognised in the
translation reserve in shareholders’ equity.

The net investment hedges were 100 per cent effective.

G4: Derecognition and collateral

Securities lending and reverse repurchase agreements
The Group has entered into securities lending (including repurchase agreements) whereby blocks of securities are loaned to 
third-parties, primarily major brokerage firms. The amounts above the fair value of the loaned securities required to be held as
collateral by the agreements depend on the quality of the collateral, calculated on a daily basis. The loaned securities are not
removed from the Group’s consolidated balance sheet, rather they are retained within the appropriate investment classification.
Collateral typically consists of cash, debt securities, equity securities and letters of credit. At 31 December 2008, the Group had
lent £12,617 million (2007: £17,172 million) (of which £9,701 million (2007: £11,461 million) was lent by the PAC with-profits
fund) of securities and held collateral under such agreements of £13,497 million (2007: £18,125 million) (of which £9,924 million
(2007: £12,105 million) was held by the PAC with-profits fund).

At 31 December 2008, the Group had entered into reverse repurchase transactions under which it purchased securities and

had taken on the obligation to resell the securities for the purchase price of £588 million (2007: £1,361 million), together with
accrued interest.

Collateral and pledges under derivative transactions
At 31 December 2008, the Group had pledged £1,154 million (2007: £260 million) for liabilities and held collateral of 
£829 million (2007: £292 million) in respect of over-the-counter derivative transactions.

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G

261

Notes on the Group financial statements
G: Financial assets and liabilities
continued

G5:

Impairment of financial assets

In accordance with the Group’s accounting policy set out in note A4, impairment reviews were performed for available-for-sale
securities and loans and receivables. In addition, impairment reviews were undertaken for the reinsurers’ share of insurance
contract liabilities.

During the year ended 31 December 2008, impairment losses of £525 million (2007: £184 million) were recognised for

available-for-sale securities and loans and receivables. These were £497 million (2007: £35 million) in respect of available-for-sale
securities held by Jackson and £28 million (2007: £149 million) in respect of loans and receivables. The 2008 impairment charge
for loans and receivables of £28 million relates primarily to loans held by the UK with-profits fund. The 2007 impairment charge of
£149 million related to loans and advances to customers in the discontinued banking operations during the period of ownership. 
Impairment losses recognised on available-for-sale securities amounted to £497 million (2007: £35 million). Of this amount, 

8 per cent (2007: 14 per cent) has been recorded on structured asset-backed securities, primarily due to reduced cash flow
expectations on such securities that are collateralised by diversified pools of primarily below investment grade securities. 
Of the losses related to the impairment of fixed maturity securities the top five individual corporate issuers made up 27 per cent
(2007: 57 per cent), reflecting a deteriorating business outlook of the companies concerned. 

The impairment losses have been recorded in ‘investment income’ in the income statement.
In 2008, the Group realised gross losses on sales of available-for-sale securities of £184 million (2007: £86 million) with 
55 per cent (2007: 46 per cent) of these losses related to the disposal of fixed maturity securities of six (2007: six) individual
issuers, which were disposed of to rebalance the portfolio in the US operations in response to the unstable mortgage lending

The effect of those reasonably likely changes in the key assumptions underlying the estimates that underpin the assessment
of whether impairment has taken place depends on the factors described in note A3. A key indicator of whether such impairment
may arise in future, and the potential amounts at risk, is the profile of gross unrealised losses for fixed maturity securities
accounted for on an available-for-sale basis by reference to the time periods by which the securities have been held 
continuously in an unrealised loss position and by reference to the maturity date of the securities concerned. 

For 2008 the amounts of gross unrealised losses for fixed maturity securities classified as available-for-sale under IFRS in 
an unrealised loss position was £3,178 million (2007: £439 million). Notes B1 and D3 provide further details on the impairment
charges and unrealised losses of Jackson’s available-for-sale securities. 

262 Prudential plc Annual Report 2008

H: Other information on balance sheet items

H1:

Intangible assets attributable to shareholders

a Goodwill

Cost
At 1 January and 31 December 

Aggregate impairment
At 1 January and 31 December

Net book amount at 31 December

2008 £m

2007 £m

1,461

1,461

(120)

1,341

(120)

1,341

Impairment testing
Goodwill does not generate cash flows independently of other groups of assets and thus is assigned to cash generating units
(CGUs) for the purposes of impairment testing. These CGUs are based upon how management monitors the business and
represent the lowest level to which goodwill can be allocated on a reasonable basis. An allocation to CGUs of the Group’s
goodwill attributable to shareholders is shown below:

M&G
Other

2008 £m

2007 £m

1,153
188

1,341

1,153
188

1,341

‘Other’ represents goodwill amounts allocated across CGUs in Asia and US operations. These goodwill amounts are not
individually material.

Assessment of whether goodwill may be impaired
With the exception of M&G, the goodwill attributable to shareholders in the balance sheet mainly relates to acquired life
businesses. The Company routinely compares the aggregate of net asset value and acquired goodwill on an IFRS basis of
acquired life business with the value of the business as determined using the EEV methodology, as described in note D1. 
Any excess of IFRS over EEV carrying value is then compared with EEV basis value of current and projected future new business
to determine whether there is any indication that the goodwill in the IFRS balance sheet may be impaired.

Goodwill is tested for impairment by comparing the CGUs carrying amount, excluding any goodwill, with its recoverable

amount.

M&G
The recoverable amount for the M&G CGU has been determined by calculating its value in use. This has been calculated by
aggregating the present value of future cash flows expected to be derived from the component businesses of M&G (based upon
management projections).

The discounted cash flow valuation has been based on a five-year plan prepared by M&G, and approved by management,

and cash flow projections for later years.

The value in use is particularly sensitive to a number of key assumptions as follows:

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s

i The set of economic, market and business assumptions used to derive the five-year plan. The direct and secondary effects 
of recent developments, e.g. the fall in global equity markets, are considered in arriving at the expectations for the financial
projections for the plan.

ii The assumed growth rate on forecast cash flows beyond the terminal year of the budget. A growth rate of 2.5 per cent has

been used to extrapolate beyond the plan period.

iii The risk discount rate. Differing discount rates have been applied in accordance with the nature of the individual component
businesses. For retail and institutional business a risk discount rate of 12 per cent has been applied to post-tax cash flows. 
This represents an average implied discount rate for comparable UK listed asset managers calculated by reference to risk-free
rates, equity risk premiums of five per cent and an average ‘beta’ factor for relative market risk of comparable UK listed asset
managers. A similar approach has been applied for the other component businesses of M&G.

iv That asset management contracts continue on similar terms.

Management believes that any reasonable change in the key assumptions would not cause the carrying amount of M&G to
exceed its recoverable amount.

/

G
H

263

Notes on the Group financial statements
H: Other information on balance sheet items
continued

H1:

Intangible assets attributable to shareholders continued

Japanese life company
The aggregate goodwill impairment of £120 million at 31 December 2008 and 2007 relates to the goodwill held in relation to the
Japanese life operation which was impaired in 2005.

b Deferred acquisition costs and other intangible assets
Deferred acquisition costs and other intangible assets in the Group consolidated balance sheet attributable to shareholders
consist of:

Deferred acquisition costs (DAC) related to insurance contracts as classified under IFRS 4
Deferred acquisition costs related to investment management contracts, 

including life assurance contracts classified as financial instruments and investment 
management contracts under IFRS 4

Present value of acquired in-force policies for insurance contracts as classified under IFRS 4
Present value of future profits of acquired investment management contracts, 

including life assurance contracts classified as financial instruments and investment 
management contracts under IFRS 4

Distribution rights

Total of deferred acquisition costs and other intangible assets

Arising in:

UK insurance operations 
US insurance operations
Asian insurance operations
Asset management operations

The movement in the year comprises:

Balance at 1 January
Additions
Amortisation to income statement
Exchange differences
Change in shadow DAC (note D3 (i))

Balance at 31 December

2008 £m

2007 £m

5,097

2,644

108

5,205

64

1
79

144

113

2,757

59

4
16

79

5,349

2,836

134
3,962
1,247
6

5,349

157
1,928
745
6

2,836

2008 £m

2007 £m

2,836
959
(551)
1,035
1,070

5,349

2,497
717
(424)
(42)
88

2,836

Deferred acquisition costs related to insurance contracts attributable to shareholders
The movement in deferred acquisition costs relating to insurance contracts attributable to shareholders is as follows:

Deferred acquisition costs at 1 January 
Additions
Amortisation
Exchange differences
Change in shadow DAC

Deferred acquisition costs at 31 December

2008 £m

2007 £m

2,644
887
(520)
1,016
1,070

5,097

2,315
694
(410)
(44)
89

2,644

264 Prudential plc Annual Report 2008

Deferred acquisition costs related to investment management contracts attributable to shareholders
Incremental costs associated with the origination of investment management contracts written by the Group’s insurance and
asset management businesses are capitalised and amortised as the related revenue is recognised. Deferred acquisition costs
related to investment management contracts are all internally generated.

Amortisation of this intangible asset is included in the ‘acquisition costs and other operating expenditure’ line in the 

income statement.

At 1 January 
Gross amount
Accumulated amortisation

Net book amount

Additions (through internal development)
Amortisation
Other charges

At 31 December

Comprising:
Gross amount
Accumulated amortisation

Net book amount

2008 £m

2007 £m

136
(23)

113

12
(17)
–

108

148
(40)

108

130
(20)

110

7
(3)
(1)

113

136
(23)

113

Present value of acquired in-force business of long-term business contracts attributable to shareholders
Prior to the adoption of IFRS 4, the present value of acquired in-force business (PVAIF) was accounted for under UK GAAP. 
On 1 January 2005, following the adoption of IFRS 4, PVAIF relating to investment contracts without discretionary participation
features, which was previously included within long-term business, is removed and replaced by an asset representing the present
value of the future profits of the asset management component of these contracts, where applicable. These contracts are
accounted for under the provisions of IAS 18. The remainder of the PVAIF balance relates to insurance contracts and is accounted
for under UK GAAP as permitted by IFRS 4.

The present value of future profits of acquired asset management contracts relates to unit-linked contracts acquired as part 

of the M&G acquisition in 1999.

Amortisation is charged to the ‘acquisition costs and other operating expenditure’ line in the income statement over the

period of provision of asset management services as those profits emerge.

2008 £m

2007 £m

Insurance 
Investment
contracts management

Insurance 
Investment
contracts management

At 1 January
Cost
Accumulated amortisation

Net book amount

Exchange differences
Amortisation charge

At 31 December

Comprising:
Cost
Accumulated amortisation

Net book amount

161
(102)

59

14
(9)

64

184
(120)

64

12
(8)

4

–
(3)

1

12
(11)

1

220
(154)

66

2
(9)

59

161
(102)

59

12
(6)

6

–
(2)

4

12
(8)

4

265

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H

Notes on the Group financial statements
H: Other information on balance sheet items
continued

H1:

Intangible assets attributable to shareholders continued

Distribution rights attributable to the Asian insurance operations
Distribution rights relate to facilitation fees paid in respect of the bancassurance partnership arrangements in Asia for the bank
distribution of Prudential’s insurance products for a fixed period of time. The distribution rights amounts are amortised over the
term of the distribution contracts.

At 1 January
Gross amount
Accumulated amortisation

Additions
Amortisation charge
Exchange differences

At 31 December

Comprising:
Gross amount
Accumulated amortisation

2008 £m

2007 £m

16
0

16

62
(4)
5

79

84
(5)

79

–
–

–

16
–
–

16

16
–

16

H2:

Intangible assets attributable to with-profits funds

a Goodwill in respect of acquired investment subsidiaries for venture fund and other investment purposes

Goodwill
Carrying value at 1 January 2008
Amortisation charge 
Impairment

At 31 December 2008

2008 £m

192
–
(18)

174

All the goodwill relates to the UK and the insurance operations segments. 

Following the sale by the Group of PPM Capital in November 2007, the only venture fund investment consolidated by the
Group relates to an investment by PAC with-profits fund managed by M&G. The goodwill shown in the table above relates to this
venture fund investment. Goodwill is tested for impairment for this investment by comparing the investment’s carrying value with
its recoverable amount. The recoverable amount of the investment was determined by calculating its fair value less costs to sell.
At 31 December 2008, following the impairment testing carried out, £18 million of the goodwill was deemed to be impaired and
written off accordingly.

The impairment charge of £18 million is recorded under ‘acquisition costs and other operating expenditure’ but is also taken

account of in determining the charge/credit in the income statement for the transfer to the liability for unallocated surplus of 
with-profits funds. 

b Deferred acquisition costs and other intangible assets
Other intangible assets in the Group consolidated balance sheet attributable to with-profit funds consist of:

Deferred acquisition costs related to insurance contracts attributable to the PAC with-profit fund
Distribution rights attributable to with-profit funds of the Asian insurance operations

2008 £m

2007 £m

13
113

126

19
–

19

266 Prudential plc Annual Report 2008

Deferred acquisition costs related to insurance contracts attributable to the PAC with-profit fund
The movement in deferred acquisition costs relating to insurance contracts attributable to the PAC with-profit fund is as follows:

At 1 January
Additions
Amortisation charge

At 31 December

2008 £m

2007 £m

19
–
(6)

13

31
1
(13)

19

The above costs relate to non-participating business written by the PAC with-profits sub-fund. 

No deferred acquisition costs are established for the participating business.

Distribution rights attributable to with-profit funds of the Asian insurance operations
Distribution rights relate to facilitation fees paid in relation to the bancassurance partnership arrangements in Asia for the bank
distribution of Prudential’s insurance products for a fixed period of time. The distribution rights amounts are amortised over the
term of the distribution contracts.

Gross amount
Accumulated amortisation

Additions
Amortisation charge
Exchange differences

At 31 December

Comprising:
Gross amount
Accumulated amortisation

H3: Reinsurers’ share of insurance contract liabilities

Insurance contract liabilities
Claims outstanding

The movement on reinsurers’ share of insurance contract liabilities is as follows:

At 1 January
Movement in the year
Foreign exchange translation differences

At 31 December

2008 £m

–
–

–

115
(2)
–

113

115
(2)

113

F
i

n
a
n
c
i
a
l

s
t
a
t
e
m
e
n
t
s

2008 £m

2007 £m

1,176
64

1,240

724
59

783

2008 £m

2007 £m

724
243
209

1,176

878
(147)
(7)

724

H

267

Notes on the Group financial statements
H: Other information on balance sheet items
continued

H4: Tax assets and liabilities

Assets
Of the £657 million (2007: £285 million) current tax recoverable, the majority is expected to be recovered in one year or less.

Deferred tax asset

Unrealised losses on investments
Balances relating to investment and insurance contracts
Short-term timing differences
Capital allowances
Unused deferred tax losses

Total

The deferred tax asset at 31 December 2008 and 2007 arises in the following parts of the Group.

UK insurance operations:

SAIF
PAC with-profits fund (including PAL)
Other

US insurance operations
Asian insurance operations
Other operations

2008 £m

2007 £m

1,267
12
1,282
16
309

2,886

129
2
770
20
30

951

2008 £m

2007 £m

7
272
234
1,969
101
303

2,886

1
93
11
657
73
116

951

Deferred tax assets are recognised to the extent that they are regarded as recoverable, that is to the extent that, on the basis of 
all available evidence, it can be regarded as more likely than not that there will be suitable taxable profits from which the future
reversal of the underlying temporary differences can be deducted. The significant increases in 2008 reflect the incidence of
unrealised losses on the fixed income securities of US insurance operations, for which there is the intent and ability to hold for 
the longer term. In addition, deferred tax balances to UK shareholder-backed insurance business has increased reflecting losses
carried forward on the tax basis which reflects the regulatory basis.

The UK taxation regime applies separate rules to trading and capital profits and losses. The distinction between temporary
differences that arise from items of either a trading or capital nature may affect the recognition of deferred tax assets. Accordingly,
for the 2008 results and balance sheet position at 31 December 2008, the possible tax benefit of approximately £211 million
(2007: £280 million), which may arise from capital losses valued at approximately £1 billion (2007: £1.4 billion), is sufficiently
uncertain that it has not been recognised. In addition, a potential deferred tax asset of £678 million (2007: £112 million), which
may arise from tax losses and other potential temporary differences totalling £2.2 billion (2007: £350 million) is sufficiently
uncertain that it has not been recognised. Forecasts as to when the tax losses and other temporary differences are likely to be
utilised indicate that they may not be utilised in the short term.

268 Prudential plc Annual Report 2008

Liabilities
Of the £842 million (2007: £1,237 million) current tax liability, it is not practicable to estimate how much is expected to be settled
in one year or less due to the uncertainty over when outstanding issues will be agreed with HM Revenue & Customs.

Deferred tax liability

Unrealised gains on investments
Balances relating to investment and insurance contracts
Short-term timing differences
Capital allowances

2008 £m

2007 £m

765
968
1,490
6

3,229

2,098
599
693
12

3,402

Unprovided deferred income tax liabilities on temporary differences associated with investments in subsidiaries, associates and
interests in joint ventures are considered to be insignificant due to the availability of various UK tax exemptions and reliefs.

Discounting
Deferred tax asset and liability balances have not been discounted.

H5: Accrued investment income and other debtors

Accrued investment income
Interest receivable
Other

Total

Other debtors
Premiums receivable:

From policyholders
From intermediaries
From reinsurers

Other

Total

Total accrued investment income and other debtors

2008 £m

2007 £m

1,775
738

2,513

194
17
253
768

1,232

3,745

1,434
589

2,023

154
13
104
638

909

2,932

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i
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l

s
t
a
t
e
m
e
n
t
s

Of the £3,745 million (2007: £2,932 million) of accrued investment income and other debtors, £114 million (2007: £64 million) 
is expected to be settled after one year or more.

H

269

Notes on the Group financial statements
H: Other information on balance sheet items
continued

H6: Property, plant and equipment

Property, plant and equipment comprise Group occupied properties, development property and tangible assets. A reconciliation
of the carrying amount of these items from the beginning of the year to the end of the year is as follows:

At 1 January 2007
Cost
Accumulated depreciation

Net book amount

Year ended 31 December 2007
Opening net book amount
Exchange differences
Depreciation charge
Additions
Arising on acquisition of subsidiaries
Disposal of subsidiaries
Deconsolidated venture fund investmentsI6
Disposals
Reclassification from held for investment
Reclassification from held for sale

Closing net book amount

At 1 January 2008
Cost
Accumulated depreciation

Net book amount

Year ended 31 December 2008
Opening net book amount
Exchange differences
Depreciation charge
Additions
Disposals
Reclassification from (to) held for investment

Closing net book amount

At 31 December 2008
Cost
Accumulated depreciation

Net book amount

Group occupied  Development 
property
£m

property
£m

Tangible 
assets
£m

Continuing  Discontinued 
operations
operations
£m
£m

226
(163)

63

63
–
(9)
3
–
(57)
–
–
–
–

–

–
–

–

225
(33)

192

192
2
(48)
71
5
–
(69)
(2)
–
–

151

172
(21)

151

151
45
(3)
3
(1)
68

263

292
(29)

263

479
–

479

479
–
–
48
–
–
–
–
120
8

655

655
–

655

655
–
–
152
–
(676)

131

131
–

131

917
(518)

399

399
1
(50)
109
33
–
(261)
(25)
–
–

206

612
(406)

206

206
40
(67)
85
(23)
–

241

717
(476)

241

1,621
(551)

1,070

1,070
3
(98)
228
38
–
(330)
(27)
120
8

1,012

1,439
(427)

1,012

1,012
85
(70)
240
(24)
(608)

635

1,140
(505)

635

Total
£m

1,847
(714)

1,133

1,133
3
(107)
231
38
(57)
(330)
(27)
120
8

1,012

1,439
(427)

1,012

1,012
85
(70)
240
(24)
(608)

635

1,140
(505)

635

All additions arising on acquisition of subsidiaries in 2007 related to acquisitions of venture investment subsidiaries of the PAC
with-profits fund.

270 Prudential plc Annual Report 2008

Capital expenditure: property, plant and equipment by primary segment

Insurance operations
Asset management
Unallocated corporate

Continuing operations
Discontinued banking operations

Total

Capital expenditure: property, plant and equipment by secondary segment

UK
US
Asia

Continuing operations
Discontinued banking operations

Total

H7:

Investment properties

2008 £m

2007 £m

212
13
16

241
–

241

206
11
11

228
3

231

2008 £m

2007 £m

173
20
48

241
–

241

145
33
50

228
3

231

Investment properties principally relate to the PAC with-profits fund and are carried at fair value. A reconciliation of the carrying
amount of investment properties at the beginning and end of the year is set out below:

At 1 January
Additions:

Resulting from acquisitions
Resulting from expenditure capitalised
Resulting from acquisitions through business combinations

Disposals
Net loss from fair value adjustments
Net foreign exchange differences
Transfers to held for sale assets
Transfers from (to) development properties
Transfers to owner occupied properties

At 31 December

The income statement includes the following items in respect of investment properties:

2008 £m

2007 £m

13,688

14,491

1,414
218
463
(1,010)
(3,784)
395
–
676
(68)

F
i

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a
n
c
i
a
l

s
t
a
t
e
m
e
n
t
s

1,707
128
–
(1,378)
(1,128)
14
(25)
(121)
–

11,992

13,688

2008 £m

2007 £m

Rental income from investment properties
Direct operating expenses (including repairs and maintenance expenses) 

arising from investment properties:
That generated rental income during the year
That did not generate rental income during the year

Total direct operating expenses

726

109
1

110

670

117
–

117

271

H

Notes on the Group financial statements
H: Other information on balance sheet items
continued

H7:

Investment properties continued

Investment properties of £3,559 million (2007: £3,665 million) are held under finance leases. A reconciliation between the total of
future minimum lease payments at the balance sheet date, and their present value is shown below:

Future minimum lease payments at 31 December
Future finance charges on finance leases

Present value of minimum lease payments

Future minimum lease payments are due as follows:

Less than 1 year
1 to 5 years
Over 5 years

Total

The present values of these minimum lease payments are:

Less than 1 year
1 to 5 years
Over 5 years

Total

2008 £m

2007 £m

963
(863)

100

5
22
936

963

5
22
73

100

979
(877)

102

5
22
952

979

5
22
75

102

Contingent rent is that portion of the lease payments that is not fixed in amount but is based on the future value of a factor 
that changes other than with the passage of time. Contingent rent recognised as an expense in 2008 amounted to £nil 
(2007: £14 million). Contingent rents recognised as income in the year amounted to £nil (2007: £26 million).

The Group’s policy is to rent investment properties to tenants through operating leases. Minimum future rentals to be

received on non-cancellable operating leases are receivable in the following periods:

Less than 1 year
1 to 5 years
Over 5 years

Total

2008 £m

2007 £m

742
2,599
9,106

679
2,464
8,266

12,447

11,409

The total minimum future rentals to be received on non-cancellable sub-leases for land and buildings at 31 December 2008 are
£3,730 million (2007: £2,746 million).

272 Prudential plc Annual Report 2008

H8:

Investments in associates and joint ventures

Investments in associates
The Group had four associates at 31 December 2008 (2007: four) that are accounted for using the equity method. The Group’s
associates are a 30 per cent interest in The Nam Khang, a Vietnamese property developer, a 30 per cent interest in Apollo
Education and Training Organisation Vietnam, a 25 per cent interest in OYO Developments Limited, and a 26.8 per cent interest 
in IFonline Group Limited (IFonline).

The Group also has investments in associates which meet the IAS 28 criteria for measurement at fair value through profit and

loss in accordance with IAS 39.

Associates accounted for using the equity method
Equity accounting is applied to IFonline based on its reporting period of the year to 30 November and is adjusted for material
changes up to 31 December. Accordingly, the information is deemed to cover the same period as that of the Group.

A summary of the movements in investments in associates accounted for using the equity method in 2008 and 2007 is set 

out below:

Balance at 1 January 2007
Acquisitions
Share of profit for the year after tax

Balance at 31 December 2007
Impairment of goodwill
Exchange translation and other movements
Share of loss for the year after tax

Balance at 31 December 2008

Share of
capital
£m

Share of
reserves
£m

Share of
net assets
£m

Goodwill
£m

4
5
–

9
–
3
–

12

(5)
–
–

(5)
–
1
–

(4)

(1)
5
–

4
–
4
–

8

7
1
–

8
(6)
–
–

2

Total 
carrying 
value
£m

6
6
–

12
(6)
4
–

10

There have been no changes recognised directly in the equity of associates that would also be recognised directly in equity by 
the Group.

The Group’s share of the assets, liabilities, revenues and profit and loss of associates accounted for using the equity method 

at 31 December 2008 and 2007 is as follows:

Financial position
Total assets (excluding goodwill)
Total liabilities

Net assets

Results of operations
Revenue
Profit in the year

2008 £m

2007 £m

12
(4)

8

3
–

7
(3)

4

5
–

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Associates carried at fair value through profit and loss
The Group’s associates that are carried at fair value through profit and loss comprise investments in OEICs, unit trusts, funds
holding collateralised debt obligations, property unit trusts, and venture capital investments of the PAC with-profits fund 
where the Group has significant influence. These investments are incorporated both in the UK and overseas, and some have 
year ends which are non-coterminous with that of the Group. In these instances, the investments are recorded at fair value at 
31 December 2008 based on valuations or pricing information at that specific date. The aggregate fair value of associates carried
at fair value through profit and loss where there are published price quotations is approximately £4 billion (2007: £2 billion) at 
31 December 2008.

The aggregate assets of these associates are approximately £8 billion (2007: £9 billion). Aggregate liabilities, excluding

liabilities to unit holders and shareholders for unit trusts and OEICs, are approximately £2 billion (2007: £2 billion). Fund
revenues, with revenue arising in unit trusts and OEICs deemed to constitute the investment return for these vehicles, were
approximately £0.8 billion (2007: £0.5 billion) and net loss in the year, excluding unit trusts and OEICs where all investment
returns accrue to unit holders or shareholders respectively, was approximately £0.3 billion (2007: profit of £0.2 billion).

H

273

Notes on the Group financial statements
H: Other information on balance sheet items
continued

H8:

Investments in associates and joint ventures continued

Investments in joint ventures
Joint ventures represent activities over which the Group exercises joint control through contractual agreement with one or more
parties. The Group’s significant joint ventures, which are accounted for using proportionate consolidation, comprise various joint
ventures relating to property investments where the Group has a 50 per cent interest as well as the following interests:

Investment

% held

Principal activity

Country

ICICI Prudential Life Insurance Company Limited
BOCI – Prudential Asset Management Limited
PruHealth
CITIC – Prudential Life Insurance Company Limited
CITIC Prudential Fund Management Company Limited
Prudential ICICI Asset Management Company Limited
Prudential BSN Takaful Berhad

26
36
50
50
49
49
49

Life assurance
Pensions
Private medical insurance
Life assurance
Asset management
Asset management
General and life insurance

India
China
UK
China
China
India
Malaysia

In August 2007, the Group increased its stake in CITIC Prudential Fund Management Company Limited from 33 per cent to 
49 per cent.

On 29 September 2007, following expiry of the previous management agreement, a revised arrangement was put in place in
respect of CITIC – Prudential Life Insurance Company Limited following which the Group’s investment has been accounted for as
a joint venture. Prior to the change in management agreement CITIC – Prudential Life Insurance Company Limited was accounted
for as a subsidiary undertaking. Whilst the management agreement has been revised there has been no change in the Group’s
level of holding.

The investments noted in the table above have the same accounting year end as the Group, except for ICICI Prudential Life

Insurance Company Limited and Prudential ICICI Asset Management Company Limited. Although these investments have
reporting periods ending 31 March, 12 months of financial information up to 31 December is recorded. Accordingly, the
information is deemed to cover the same period as that of the Group.

The summarised financial data for the Group’s share of investments in joint ventures is as follows:

Financial position
Current assets
Non-current assets

Total assets

Current liabilities
Non-current liabilities

Total liabilities

Net equity

Results of operations
Revenues
Expenses

Net profit (loss)

2008 £m

2007 £m

250
1,212

1,462

(159)
(1,063)

(1,222)

240

656
(649)

7

1,277
173

1,450

(115)
(1,121)

(1,236)

214

500
(546)

(46)

There are several minor service agreements in place between the joint ventures and the Group. During 2008, the aggregate
amount of the transactions was £15.9 million (2007: £5.4 million) and the balance outstanding as at 31 December 2008 was 
£22.5 million (2007: £4.7 million).

The joint ventures have no significant contingent liabilities to which the Group is exposed nor does the Group have any

significant contingent liabilities in relation to its interest in the joint ventures.

274 Prudential plc Annual Report 2008

H9: Assets held for sale

Assets held for sale in 2007 of £30 million comprised investment property of the PAC with-profits fund.

Investment properties are classified as held for sale when contracts have been exchanged but the sale has not been

completed at the period end. There were no assets held for sale at 31 December 2008.

Gains on disposal of held for sale assets are recorded in ‘investment income’ within the income statement.

H10: Cash and cash equivalents

Cash and cash equivalents consist of cash at bank and in hand, deposits held at call with banks, treasury bills and other short-term
highly liquid investments with less than 90 days maturity from the date of acquisition. Cash and cash equivalents included in the
cash flow statement comprise the following balance sheet amounts:

Cash
Cash equivalents

Total cash and cash equivalents

2008 £m

2007 £m

5,362
593

5,955

4,528
423

4,951

Cash and cash equivalents held centrally are considered to be available for general use by the Group. These funds amount to
£165 million and £394 million at 31 December 2008 and 2007, respectively. The remaining funds are considered not to be
available for general use by the Group, and include funds held for the benefit of policyholders.

H11: Shareholders’ equity: Share capital, share premium and reserves

Share capital and share premium
Share capital
Share premium
Reserves
Retained earnings
Translation reserve
Available-for-sale reserve

Total shareholders’ equity

2008 £m

2007 £m

125
1,840

3,604
638
(1,149)

5,058

123
1,828

4,301
(112)
(78)

6,062

The authorised share capital of the Company is £220 million (2007: £220 million) (divided into 4,000,000,000 (2007:
4,000,000,000) ordinary shares of 5 pence each and 2,000,000,000 sterling preference shares of 1 pence each) and 
US$20 million (divided into 2,000,000,000 US dollar preference shares of 1 cent each) and Euros 20 million (divided into
2,000,000,000 Euro preference shares of 1 cent each). None of the preference shares have been issued. A summary of 
the ordinary shares in issue is set out below:

F
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a
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i
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s
t
a
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t
s

H

275

Notes on the Group financial statements
H: Other information on balance sheet items
continued

H11: Shareholders’ equity: share capital, share premium and reserves continued

Share capital and share premium

Issued shares of 5p each fully paid:
At the beginning of the year
Shares issued under share option schemes
Shares issued in lieu of cash dividends
Transfer to retained earnings in respect of shares issued 

in lieu of cash dividends

At end of the year

Issued shares of 5p each fully paid:
At the beginning of the year
Shares issued under share option schemes
Shares issued in lieu of cash dividends
Transfer to retained earnings in respect of shares issued 

in lieu of cash dividends

At end of the year

2007

Number of
ordinary
shares

Share
capital
£m

Share 
premium
£m

2,444,312,425
803,818
24,900,997

–

2,470,017,240

2,470,017,240
2,307,469
24,622,979

–

2,496,947,688

2008

122
–
1

–

123

123
–
2

–

125

1,822
6
175

(175)

1,828

1,828
12
156

(156)

1,840

Amounts recorded in share capital represent the nominal value of the shares issued. The difference between the proceeds
received on issue of shares, net of issue costs, and the nominal value of shares issued is credited to the share premium account.
At 31 December 2008, there were options outstanding under Save As You Earn schemes to subscribe for 6,825,343 (2007:
9,017,442) shares at prices ranging from 266 pence to 617 pence (2007: 266 pence to 695 pence) and exercisable by the year
2015 (2014). In addition, there are 967,652 (2007: 2,037,220) conditional options outstanding under the RSP and 4,906,234
(2007: 3,485,617) under the GPSP exercisable at nil cost within a 10-year period.

The cost of own shares of £75 million as at 31 December 2008 (2007: £60 million) is deducted from retained earnings.

The Company has established trusts to facilitate the delivery of shares under employee incentive plans and savings-related share
option schemes. At 31 December 2008, 6.4 million (2007: 6.6 million) Prudential plc shares with a market value of £27 million
(2007: £47 million) were held in such trusts. Of this total, 6.0 million (2007: 5.1 million) shares were held in trusts under employee
incentive plans. In 2008, the Company purchased 5.4 million (2007: 1.2 million) shares in respect of employee incentive plans at a
cost of £27 million (2007: £9 million). The maximum number of shares held in the year was 6.6 million which was at the beginning
of the year. 

Of the total shares held in trust, 0.4 million (2007: 1.5 million) shares were held by a qualifying employee share ownership

trust. These shares are expected to be fully distributed in the future on maturity of savings-related share option schemes.

The Group has consolidated a number of authorised investment funds where it is deemed to control these funds under IFRS.

Certain of these funds hold shares in Prudential plc. The total number of shares held by these funds at 31 December 2008 was 
9.2 million (2007: 4.1 million) and the cost of acquiring these shares of £47 million (2007: £22 million) is included in the cost of
own shares. The market value of these shares as at 31 December 2008 was £37 million (2007: £29 million).

Reserves
The translation reserve represents cumulative foreign exchange translation differences taken directly to equity in accordance
with IFRS, net of related tax. In accordance with IFRS 1, cumulative translation differences are deemed to be zero at 
1 January 2004, the date of transition to IFRS.

The available-for-sale reserve represents gains or losses arising from changes in the fair value of available-for-sale securities 

of Jackson, net of the related change in amortisation of deferred income and acquisition costs and of the related tax. 

276 Prudential plc Annual Report 2008

H12:

Insurance contract liabilities and unallocated surplus of with-profits funds

Movement in year

At 1 January 2007
Income and expense included in the income statement
Foreign exchange translation differences

At 31 December 2007

At 1 January 2008
Income and expense included in the income statement
Foreign exchange translation differences

At 31 December 2008

Insurance

Unallocated
contract surplus of with-
profits funds
liabilities
£m
£m

123,339
9,604
(167)

132,776

132,776
(12,760)
16,014

136,030

13,425
541
(7)

13,959

13,959
(5,815)
270

8,414

Note B6 provides further analysis of the movement in the year of the Group’s policyholder liabilities and unallocated surplus of
the with-profits funds. 

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H

277

Notes on the Group financial statements
H: Other information on balance sheet items
continued

H13: Borrowings

Core structural borrowings of shareholder-financed operations

Parent company
Subordinated debt:

¤500m 5.75% Subordinated Notes 2021note i 
¤20m Medium-Term Subordinated Notes 2023note ii 
£435m 6.125% Subordinated Notes 2031 
US$1,000m 6.5% Perpetual Subordinated 

Capital Securitiesnote iii

US$250m 6.75% Perpetual Subordinated 

Capital Securitiesnote iv

US$300m 6.5% Perpetual Subordinated 

Capital Securitiesnotes iv,v

Senior debt:‡

£249m 5.5% Bonds 2009 
£300m 6.875% Bonds 2023
£250m 5.875% Bonds 2029

Total parent company†

Jackson

US$250m 8.15% Surplus Notes 2027note vi

Totalnote vii

Innovative
Tier 1*

Lower
Tier 2*

Senior†

Total

Total

2008 £m

2007 £m

482
19
427

482 
19 
427 

696 

173

190

365 
15 
427 

485 

124

154

928

–

1,987

1,570

249
300
249

798

798

798

249
300
249

798

248
300
249

797

2,785

2,367

173

2,958

125

2,492

–

928

173

1,101

696  

173

190

1,059

–

1,059

1,059

*These debt classifications are consistent with the treatment of capital for regulatory purposes, as defined in the FSA Handbook.
† Including central finance subsidiaries.
‡ The senior debt ranks above subordinated debt in the event of liquidation.

Notes
i

The ¤500 million 5.75 per cent borrowings have been swapped into borrowings of £333 million with interest payable at six month £Libor plus 
0.962 per cent.
The ¤20 million Medium-Term Subordinated Notes were issued at 20-year Euro Constant Maturity Swap (capped at 6.5 per cent). These have been
swapped into borrowings of £14 million with interest payable at three month £Libor plus 1.2 per cent.
Interest on the US$1,000 million 6.5 per cent borrowings was swapped into floating rate payments at three month US$Libor plus 0.80 per cent. 
In January 2009, this swap was cancelled.

ii

iii

iv The US$250 million 6.75 per cent borrowings and the US$300 million 6.5 per cent borrowings can be converted, in whole or in part, at the

Company’s option and subject to certain conditions, on any interest payment date falling on or after 23 March 2010 and 23 March 2011 respectively,
into one or more series of Prudential preference shares. 
Interest on the US$300 million 6.5 per cent borrowings was swapped into floating rate payments at three month US$Libor plus 0.0225 per cent. 
In January 2008, this was swapped back into fixed rate payments at 6.5 per cent.

v

vi The Surplus Notes are unsecured and subordinated to all present and future indebtedness, policy claims and other creditor claims of Jackson.
vii Maturity analysis

The following table sets out the maturity analysis of the Group’s core structural borrowings:

Less than 1 year
1 to 2 years
2 to 3 years
3 to 4 years
4 to 5 years
Over 5 years

Total

278 Prudential plc Annual Report 2008

2008
£m

249
–
–
–
–
2,709

2,958

2007
£m

–
248
–
–
–
2,244

2,492

Operational borrowings attributable to shareholder-financed operations

Borrowings in respect of short-term fixed income securities programmes
Commercial paper
Medium-Term Notes 2008
Medium-Term Notes 2010

Non-recourse borrowings of US operationsnote i
Jacksonnote ii
Investment subsidiaries
Piedmont and CDO fundsnote iii

Other borrowings
Bank loans and overdraftsnote iv
Obligations under finance leases

Totalnote vi

2008 £m

2007 £m

1,269
–
9

1,278

104
23
384

511

185
3

188

2,422
48
7

2,477

126
9
456

591

6
7

13

1,977

3,081

Notes
i

ii

In all instances the holders of the debt instruments issued by these subsidiaries and funds do not have recourse beyond the assets of those
subsidiaries and funds.
This represents senior debt issued through the Federal Home Loan Bank of Indianapolis and is secured on collateral posted with FHLB by Jackson.
The interest rate on this debt is variable based on a market rate and was 0.47 per cent at 31 December 2008.

iii Piedmont is an investment trust investing in certain asset-backed and mortgage-backed securities in the US. These borrowings pertain to debt

instruments issued to external parties.

iv Bank loans and overdrafts include a short-term loan of £130 million in Asian operations (2007: £nil).
v

In addition to the operational borrowings shown in the table above, in October 2008 Prudential plc issued £200 million Floating Rate Notes 2009,
which were wholly subscribed to by a Group subsidiary. These borrowings have been eliminated on consolidation. 

vi Maturity analysis

The following table sets out the maturity analysis of the Group’s operational borrowings attributable to shareholder-financed operations:

Less than 1 year
1 to 2 years
2 to 3 years
3 to 4 years
4 to 5 years
Over 5 years

Total

2008
£m

1,584
9
38
52
240
54

1,977

F
i

n
a
n
c
i
a
l

s
t
a
t
e
m
e
n
t
s

2007
£m

2,618
–
7
44
54
358

3,081

Borrowings attributable to with-profits funds

Non-recourse borrowings of consolidated investment fundsnote i
£100m 8.5% Undated Subordinated Guaranteed Bonds of Scottish Amicable Finance plcnote ii
Other borrowings (predominantly obligations under finance leases)

Totalnote iii

2008 £m

2007 £m

1,161
100
47

1,308

789
100
98

987

Notes
i
ii

In all instances the holders of the debt instruments issued by these funds do not have recourse beyond the assets of those funds.
The interests of the holders of the bonds issued by Scottish Amicable Finance plc, a subsidiary of the Scottish Amicable Insurance Fund, 
are subordinate to the entitlements of the policyholders of that fund.

H

279

Notes on the Group financial statements
H: Other information on balance sheet items
continued

H13: Borrowings continued

iii Maturity analysis

The following table sets out the maturity analysis of the Group’s borrowings attributable to with-profits funds: 

Less than 1 year
1 to 2 years
2 to 3 years
3 to 4 years
4 to 5 years
Over 5 years

Total

H14: Provisions and contingencies

Provisions

Provision in respect of defined benefit pension schemes:I1

Deficit, gross of deferred tax, based on scheme assets held, including 

investments in Prudential insurance policies:
Attributable to PAC with-profits fund (i.e. absorbed by the liability for unallocated surplus)
Attributable to shareholder-financed operations (i.e. to shareholders’ equity)

Add back: Investments in Prudential insurance policies

Provision after elimination of investments in Prudential insurance policies and 

matching policyholder liability from Group balance sheet

Other provisions (see below)

Total provisions

Analysis of other provisions:

At 1 January
Charged to income statement:
Additional provisions
Unused amounts released

Used during the year
Exchange differences

At 31 December

Comprising:

Legal provisions
Restructuring provisions
Other provisions

Total

2008
£m
272
12
150
418
–
456
1,308

2007
£m

103
16
62
–
154
652

987

2008 £m

2007 £m

67
82

149
157

306
155

461

98
85

183
172

355
220

575

2008 £m

2007 £m

220

48
(24)
(101)
12

155

23
21
111

155

238

116
(23)
(112)
1

220

19
35
166

220

Of the other provisions balance of £155 million (2007: £220 million), £90 million (2007: £77 million) is expected to be settled
within one year. Employer contributions expected to be paid into defined benefit pension schemes within one year are shown 
in note I1.

Legal provisions
The legal provisions of £23 million (2007: £19 million) relate predominantly to Jackson. Jackson has been named in civil
proceedings, which appear to be substantially similar to other class action litigation brought against many life insurers in 
the US, alleging misconduct in the sale of insurance products. During 2008, £2 million was paid. 

280 Prudential plc Annual Report 2008

Restructuring provisions
Restructuring provisions of £21 million (2007: £35 million) relate to restructuring activities of UK insurance operations.
In 2004 and 2005, UK insurance operations implemented restructurings relating to document management review,

streamlining operations, and the relocation of activities to an offshore base in India. In December 2005, the Group announced 
an initiative for UK insurance operations to work more closely with M&G and in the process facilitate the realisation of substantial
annualised pre-tax cost savings and opportunities for revenue synergies. 

On 28 November 2007 UK insurance operations announced it had entered into a partnership agreement with Capita Group

Plc (Capita) to outsource a large proportion of its in-force and new business policy administration. Under the terms of the
proposed agreement, Capita will provide customer servicing, policy administration, new business processing, claims activity and
related IT support.

At 1 January 2007, a provision of £72 million was brought forward, and during 2007 an additional £21 million was provided,

£14 million of unused provision was released, and £44 million was paid.

During 2008, an additional provision of £4 million was provided, £7 million of unused provision was released, and £11 million

was paid.

Other provisions
Other provisions of £111 million (2007: £166 million) include provisions of £95 million (2007: £155 million) relating to staff benefit
schemes. During 2008, another £37 million was provided (including exchange movements of £6 million), £15 million of unused
provision was released and £82 million was paid. In 2007, a provision of £134 million was brought forward, an additional 
£78 million was provided, £3 million of unused provision was released and £54 million was paid. Other provisions also include
£16 million (2007: £11 million) relating to various onerous contracts where, in 2008, an additional £10 million was provided and
£5 million was used. In 2007, £18 million was brought forward, £2 million was provided and £1 million was released and £8 million
was paid. 

Contingencies and related obligations
Litigation
In addition to the legal proceedings relating to Jackson mentioned above, the Group is involved in other litigation and regulatory
issues. Whilst the outcome of such matters cannot be predicted with certainty, the directors believe that the ultimate outcome 
of such litigation and regulatory issues will not have a material adverse effect on the Group’s financial condition, results of
operations, or cash flows.

Pension mis-selling review
In 1988, the UK government introduced new pensions legislation intended to encourage more individuals to make their own
arrangements for their pensions. During the period from April 1988 to June 1994, many individuals were advised by insurance
companies, Independent Financial Advisers and other intermediaries to not join, to transfer from or to opt out of their
occupational pension schemes in favour of private pension products introduced under the UK Income and Corporation Taxes 
Act 1988. The UK insurance regulator (previously the Personal Investment Authority, now the FSA), subsequently determined
that many individuals were incorrectly advised and would have been better off not purchasing the private pension products sold
to them. Industry participants are responsible for compensating the persons to whom private pensions were mis-sold. As a result,
the FSA required that all UK life insurance companies review their potential cases of pension mis-selling and pay compensation 
to policyholders where necessary and, as a consequence, record a provision for the estimated costs. The Group met the
requirement of the FSA to issue offers to all cases by 30 June 2002.

The table below summarises the change in the pension mis-selling provision for the years ended 31 December 2008 and
2007. The change in the provision is included in benefits and claims in the income statement and the movement in unallocated
surplus of with-profits funds has been determined accordingly.

F
i

n
a
n
c
i
a
l

s
t
a
t
e
m
e
n
t
s

2008 £m

2007 £m

Balance at beginning of year
Changes to actuarial assumptions and method of calculation
Discount unwind
Redress to policyholders
Payment of administrative costs

Balance at end of year

448
(75)
20
(46)
(2)

345

401
71
22
(41)
(5)

448

281

H

Notes on the Group financial statements
H: Other information on balance sheet items
continued

H14: Provisions and contingencies continued

The pension mis-selling provision is included within the liabilities in respect of investment contracts with discretionary
participation features under IFRS 4.

The pension mis-selling provision at 31 December 2008 set out above of £345 million is stochastically determined on a
discounted basis. The average discount rate implied in the movement in the year is 4.0 per cent. The undiscounted amounts at 
31 December 2008 expected to be paid in each of the years ending 31 December are as follows:

Year ended 31 December
2009
2010
2011
2012
2013
Thereafter

Total undiscounted amount
Aggregate discount

Discounted pension mis-selling provision at 31 December 2008

2008 £m

17
8
9
13
12
572

631
(286)

345

The liability accounting for the contracts which are the subject of the mis-selling provision is reflected in two elements, namely the
core policyholder liability determined on the basis applied for other contract liabilities and the mis-selling provision. The overall
liability for these contracts remains appropriate in the context of the accounting for policyholder liabilities that determines the
calculation of both elements. However, the constituent elements are reallocated and remeasured for the changes arising from the
application of the realistic Peak 2 basis of liabilities for the core policyholder liability, as reflected in the IFRS policy improvement to
apply the UK GAAP standard FRS 27 as described in section A4.

The FSA periodically updates the actuarial assumptions to be used in calculating the provision, including interest rates and
mortality assumptions. The pension mis-selling provision represents the discounted value of future expected payments, including
benefit payments and all internal and external legal and administrative costs of adjudicating, processing and settling those claims.
To the extent that amounts have not been paid, the provision increases each year reflecting the shorter period of discount.

The directors believe that, based on current information, the provision, together with future investment return on the assets
backing the provision, will be adequate to cover the costs of pension mis-selling as well as the costs and expenses of the Group’s
pension review unit established to identify and settle such cases. Such provision represents the best estimate of probable costs
and expenses. However, there can be no assurance that the current provision level will not need to be increased.

The costs associated with the pension mis-selling review have been met from the inherited estate (see below). Accordingly,

these costs have not been charged to the asset shares used in the determination of policyholder bonus rates. Hence
policyholders’ pay-out values have been unaffected by pension mis-selling.

In 1998, Prudential stated that deducting mis-selling costs from the inherited estate would not impact its bonus or investment

policy and it gave an assurance that if this unlikely event were to occur, it would make available support to the fund from
shareholder resources for as long as the situation continued, so as to ensure that policyholders were not disadvantaged. The
assurance was designed to protect both existing policyholders at the date it was announced, and policyholders who subsequently
purchased policies while the pension mis-selling review was continuing.

This review was completed on 30 June 2002. The assurance will continue to apply to any policy in force at 31 December 2003,
both for premiums paid before 1 January 2004, and for subsequent regular premiums (including future fixed, RPI or salary related
increases and Department of Work and Pensions rebate business). The assurance has not applied to new business since 1 January
2004. New business in this context consists of new policies, new members to existing pension schemes plus regular and single
premium top-ups, transfers and switches to existing arrangements. The maximum amount of capital support available under the
terms of the assurance will reduce over time.

The bonus and investment policy for each type of with-profits policy is the same irrespective of whether or not the assurance
applies and this is expected to continue for the foreseeable future. Hence removal of the assurance for new business has had no
impact on policyholder returns.

In February 2009, the FSA issued a revised consultation paper 09/09 proposing that future payments of compensation and

redress for events occurring after 31 July 2009 may only be paid from assets attributable to shareholders.

282 Prudential plc Annual Report 2008

Mortgage endowment products review
In common with several other UK insurance companies, the Group used to sell low-cost endowment products related to
repayment of residential mortgages. At sale, the initial sum assured is set at a level such that the projected benefits, including an
estimate of the annual bonus receivable over the life of the policy, will equal or exceed the mortgage debt. Because of a decrease
in expected future investment returns since these products were sold, the FSA is concerned that the maturity value of some of
these products will be less than the mortgage debt. The FSA has worked with insurance companies to devise a programme
whereby the companies write to customers indicating whether they may have a possible shortfall and outline the actions that the
customers can take to prevent this possibility.

The Group is exposed to mortgage endowment products in respect of policies issued by Scottish Amicable Life plc (SAL) and

policies issued by Scottish Amicable Life Assurance Society (SALAS) which were transferred into SAIF. At 31 December 2008,
provisions of £5 million (2007: £5 million) in SAL and £40 million (2007: £43 million) in SAIF were held to cover potential
compensation in respect of mortgage endowment product mis-selling claims. As SAIF is a separate sub-fund of the Prudential
Assurance long-term business fund, this provision has no impact on shareholders.

In addition, in the year ended 31 December 2008 Prudential Assurance’s main with-profits fund paid compensation of 
£1 million (2007: £5 million) in respect of mortgage endowment products mis-selling claims and at 31 December 2008 held a
provision of £54 million (2007: £55 million) in respect of further compensation. The movement in this provision has no impact 
on the Group’s profit before tax.

In May 2006, the Group introduced a deadline for both Prudential and Scottish Amicable mortgage endowment complaints.

Impacted customers have three years to lodge a mis-selling complaint in line with the time limit prescribed by the FSA and 
the ABI.

Guaranteed annuities
Prudential Assurance used to sell guaranteed annuity products in the UK and at 31 December 2008 held a provision of £42 million
(2007: £45 million) within the main with-profits fund to honour guarantees on these products. The Group’s main exposure to
guaranteed annuities in the UK is through SAIF and at 31 December 2008 a provision of £391 million (2007: £563 million) was
held in SAIF to honour the guarantees. As SAIF is a separate sub-fund of the Prudential Assurance long-term business fund, the
movement in this provision has no impact on shareholders.

Other matters
Inherited estate of the PAC long-term fund
The assets of the with-profits sub-fund (WPSF) within the long-term fund of The Prudential Assurance Company Limited (PAC)
comprise the amounts that it expects to pay out to meet its obligations to existing policyholders and an additional amount used as
working capital. The amount payable over time to policyholders from the WPSF is equal to the policyholders’ accumulated asset
shares plus any additional payments that may be required by way of smoothing or to meet guarantees. The balance of the assets
of the WPSF is called the ‘inherited estate’ and has accumulated over many years from various sources.

The inherited estate, as working capital, enables PAC to support with-profits business by providing the benefits associated

with smoothing and guarantees, by providing investment flexibility for the fund’s assets, by meeting the regulatory capital
requirements that demonstrate solvency and by absorbing the costs of significant events or fundamental changes in its long-term
business without affecting the bonus and investment policies. The size of the inherited estate fluctuates from year to year
depending on the investment return and the extent to which it has been required to meet smoothing costs, guarantees and 
other events.

Prudential announced in March 2006 that it had begun a process to determine whether it could achieve greater clarity as to
the status of the inherited estate through reattribution. In June 2008 Prudential announced that it did not believe that it was in the
interests of current or future policyholders or shareholders to continue the reattribution process. This announcement reflects
Prudential’s overriding priority which is to maintain the long-term financial security of the WPSF and to continue delivering strong
performance for the benefit of its policyholders.

F
i

n
a
n
c
i
a
l

s
t
a
t
e
m
e
n
t
s

Support for long-term business funds by shareholders’ funds
As a proprietary insurance company, Prudential Assurance is liable to meet its obligations to policyholders even if the assets of the
long-term funds are insufficient to do so. The assets, represented by the unallocated surplus of with-profits funds, in excess of
amounts expected to be paid for future terminal bonuses and related shareholder transfers (‘the excess assets’) in the long-term
funds could be materially depleted over time by, for example, a significant or sustained equity market downturn, costs of
significant fundamental strategic change or a material increase in the pension mis-selling provision. In the unlikely circumstance
that the depletion of the excess assets within the long-term fund was such that the Group’s ability to satisfy policyholders’
reasonable expectations was adversely affected, it might become necessary to restrict the annual distribution to shareholders or
to contribute shareholders’ funds to the long-term funds to provide financial support.

In 1997, the business of SALAS, a mutual society, was transferred to Prudential Assurance. In effecting the transfer, a separate

sub-fund, SAIF, was established within Prudential Assurance’s long-term business fund. This sub-fund contains all the with-
profits business and all other pension business that was transferred. No new business has been or will be written in the sub-fund
and the sub-fund is managed to ensure that all the invested assets are distributed to SAIF policyholders over the lifetime of SAIF

H

283

Notes on the Group financial statements
H: Other information on balance sheet items
continued

H14: Provisions and contingencies continued

policies. With the exception of certain amounts in respect of the unitised with-profits life business, all future earnings arising in
SAIF are retained for SAIF policyholders. Any excess (deficiency) of revenue over expense within SAIF during a period is offset by
a transfer to (from) the SAIF unallocated surplus. Shareholders have no interest in the profits of SAIF but are entitled to the asset
management fees paid on this business. With the exception of certain guaranteed annuity products mentioned earlier in this
note, and certain products which include a minimum guaranteed rate of accumulation, the majority of SAIF with-profits policies
do not guarantee minimum rates of return to policyholders.

Should the assets of SAIF be inadequate to meet the guaranteed benefit obligations to the policyholders of SAIF, the

Prudential Assurance long-term fund would be liable to cover any such deficiency. Due to the quality and diversity of the assets 
in SAIF and the ability of SAIF to revise guaranteed benefits in the event of an asset shortfall, the directors believe that the
probability of either the Prudential Assurance long-term fund or the Group’s shareholders’ funds having to contribute to SAIF 
is remote.

Guarantees and commitments
Guarantee funds in both the UK and the US provide for payments to be made to policyholders on behalf of insolvent life
insurance companies. These guarantee funds are financed by payments assessed on solvent insurance companies based on
location, volume and types of business. The Group estimated its reserve for future guarantee fund assessments for Jackson to be
£18 million at 31 December 2008 (2007: £9 million). Similar assessments for the UK businesses were not significant. The directors
believe that the reserve is adequate for all anticipated payments for known insolvencies.

At 31 December 2008, Jackson has unfunded commitments of £400 million (2007: £181 million) related to its investments in

limited partnerships and of £24 million (2007: £104 million) related to commercial mortgage loans. These commitments were
entered into in the normal course of business and the directors do not expect a material adverse impact on the operations to arise
from them.

Jackson owns debt instruments issued by two separate securitisation trusts managed by PPM America which are consolidated

into the Group accounts, SERVES 2001-6 (SERVES 2) and SERVES 2004-1 (SERVES 3). Jackson has a £50 million debt interest in
SERVES 2 and a £33 million debt interest in SERVES 3. The creditors of the entities have no recourse to the general credit of
Jackson. During 2008, Jackson entered into ‘Option Put and Forbearance Agreements’ with the counterparty to these two entities
in exchange for the counterparty forbearing its right to initiate forced liquidations of the entities under certain market value
triggers. The support provided by the agreements could potentially expose Jackson to maximum losses of £118 million 
and £103 million for SERVES 2 and SERVES 3, respectively, if circumstances allowed the forbearance period to cease. Jackson
believes that, so long as the forbearance period continues, the risk of loss under the agreements is remote.

The Group has provided other guarantees and commitments to third-parties entered into in the normal course of business but

the directors do not consider that the amounts involved are significant.

H15: Other liabilities

Creditors arising from direct insurance and reinsurance operations
Interest payable
Other items

Total

2008 £m

2007 £m

552
139
199

890

538
76
177

791

284 Prudential plc Annual Report 2008

I: Other notes

I1: Staff and pension plans

a Staff and employment costs
The average number of staff employed by the Group during the year were:

Business operations:
UK operations
US operations
Asian operations

Venture fund investment subsidiaries of the PAC with-profits fund (see below)

Continuing operations
Discontinued banking operations

Total

The costs of employment for continuing operations were:

Business operations:

Wages and salaries
Social security costs
Other pension costs (see below)
Pension actuarial and other (gains) losses charged to income statement

Venture fund investment subsidiaries of the PAC with-profits fund (see below)

Total for continuing operations
Discontinued banking operations

Total

2008

2007

6,231
3,298
20,154
–

29,683
–

29,683

7,732
3,123
16,807
21,184

48,846
770

49,616

2008 £m 

2007 £m

791
54
78
(10)
68
–

913
–

913

819
62
96
2
98
423

1,402
21

1,423

F
i

n
a
n
c
i
a
l

s
t
a
t
e
m
e
n
t
s

Other pension costs comprises £47 million (2007: £68 million) relating to defined benefit schemes and £31 million
(2007: £28 million) relating to defined contribution schemes of continuing operations. Of the defined contribution scheme costs,
£21 million (2007: £19 million) related to overseas defined contribution schemes. The £47 million (2007: £68 million) comprises 
a charge of £29 million (2007: £41 million) relating to PSPS and a charge of £18 million (2007: £27 million) for other schemes. 
Consistent with the derecognition of the Company’s interest in the underlying IAS 19 surplus of PSPS as described in note

(b)(i)1 below, the £29 million (2007: £41 million) for PSPS represents the cash cost of contributions for ongoing service of 
active members and the unwind of discount on the opening provision for deficit funding for PSPS. The charge of £18 million
(2007: £27 million) for other schemes comprises a £7 million (2007: £17 million) charge on an economic basis, reflecting the total
assets of the schemes, and a further £11 million (2007: £10 million) charge to adjust for amounts invested in Prudential insurance
policies to arrive at the IAS 19 basis charge. 

The gains of £10 million (2007: loss of £2 million) for actuarial and other gains comprises a loss of £21 million (2007: loss of 
£7 million) for actuarial and other losses on an economic basis and £31 million actuarial gains (2007: gain of £5 million) to adjust
for amounts invested in Prudential insurance policies. The derivation of these amounts is shown in note (b)(i)7 below.

Of the £423 million costs of employment for venture fund investment subsidiaries in 2007, £349 million related to wages 
and salaries, £70 million related to social security costs and £4 million related to pension costs. Following the change of control
arrangements put in place at the same time as the sale by the Group of PPM Capital in November 2007, the Group no longer
controls those venture fund investment subsidiaries managed by the sold entity and consequently ceased to consolidate these
operations subsequent to this, with the average number of staff employed and costs of employment for 2007 detailed above
reflecting the period prior to disposal.

Of the £21 million costs of employment for discontinued banking operations in 2007, £18 million related to wages and

salaries, £2 million related to social security costs and £1 million related to pension costs.

b Pension plans
i Defined benefit plans
1 Summary and the effects of the adoption of IFRIC 14
The Group business operations operate a number of pension schemes. The specific features of these plans vary in accordance
with the regulations of the country in which the employees are located, although they are, in general, funded wholly by the 
Group and based either on a cash balance formula or on years of service and salary earned in the last year or years of
employment. The largest defined benefit scheme is the principal UK scheme, namely the Prudential Staff Pension Scheme
(PSPS), 87 per cent (2007: 87 per cent) of the underlying scheme liabilities of the Group defined benefit schemes are accounted
for within PSPS.

H

/
I

285

Notes on the Group financial statements
I: Other notes 
continued

I1: Staff and pension plans continued

The Group also operates two smaller defined benefit schemes for UK employees in respect of Scottish Amicable and M&G
activities. For all three schemes the projected unit method was used for the most recent full actuarial valuations. There is also 
a small defined benefit scheme in Taiwan.

Defined benefit schemes in the UK are generally required to be subject to full actuarial valuation every three years in order 
to assess the appropriate level of funding for schemes in relation to their commitments. These valuations include assessments of
the likely rate of return on the assets held within the separate trustee administered funds. PSPS was last actuarially valued as at
5 April 2005. This valuation demonstrated the scheme to be 94 per cent funded, with a shortfall of actuarially determined assets
to liabilities of six per cent, representing a deficit of £243 million.

As a result, changes were made to the basis of funding for the scheme with effect from that date. Based on that valuation,
deficit funding amounts designed to eliminate the actuarial deficit over a 10 year period have been and are being made. Total
contributions to the Scheme for deficit funding and employer’s contributions for ongoing service for current employees are
expected to be of the order of £70-75 million per annum subject to a reassessment when the subsequent valuation is completed.
In 2008, total contributions for the year including expenses and augmentations were £79 million (2007: £82 million). Deficit
funding for PSPS is apportioned in the ratio of 70/30 between the PAC life fund and shareholder-backed operations following
detailed consideration in 2005 of the sourcing of previous contributions. Employer contributions for ongoing service of current
employees are apportioned in the ratio relevant to current activity. The PSPS valuation as at 5 April 2008 is currently being finalised.
The deficit of the Scottish Amicable Pension Scheme of £44 million (2007: £54 million) has been allocated 50 per cent to the

PAC with-profits fund and 50 per cent to the PAC shareholders fund.

The adoption of IFRIC 14
As mentioned in notes A2 and A5, the Group has adopted IFRIC 14 for pension schemes in 2008. The adoption of IFRIC 14, 
which gives guidance on assessing the limit in IAS 19 on the amount of surplus in a defined benefit pension scheme that can be
recognised as an asset thereby providing reliable and more relevant information. The recognition of an asset is restricted to those
that are demonstrably recoverable, either by refund or reduction in future contributions. It also addresses when a minimum
funding requirement might give rise to a liability. The assessment of recoverability and any additional liability is made by reference
to the terms of the Trust Deed of pension schemes and, unless substantively enacted or contractually agreed, with no account
taken of potential changes to current funding arrangements. 

This adoption of the principles of IFRIC 14 has had an effect on the Group’s interest in the financial position of the Group’s

main UK defined benefit pension scheme, PSPS. The change relates solely to the accounting measurement of the Group’s
interest in the financial position of PSPS. Adoption of the principles of IFRIC 14 does not affect the Group’s interest in the Group’s
other defined benefit pension schemes. 

Under the terms of the Trust Deed, the Group has no unconditional right of refund to any surplus in PSPS. Also, the Group has

no ability under the guidance in IFRIC 14 to anticipate a reduction in the level of future contributions for ongoing services from
those currently being paid. In addition, the Group currently has a committed five-year deficit funding arrangement in place as
agreed with the Trustees of the PSPS following the last triennial valuation of PSPS as at 5 April 2005.

The asset and liabilities of PSPS are unaffected by the impact of the adoption of IFRIC 14. PSPS is managed on an economic
basis for the longer-term benefit of its current and deferred pensioners and active members. The surplus in PSPS is available to
absorb future adverse asset value movements and, if required, strengthening in mortality assumptions. The fluctuating nature 
of the surplus is demonstrated by the increase in the underlying gross surplus from £528m at 31 December 2007 to £728m at 
31 December 2008. 

The summary effect of the adoption of IFRIC 14
In respect of the position at 31 December 2008, the Group has not recognised the underlying PSPS pension surplus of 
£728 million (£615 million net of deferred tax), reflecting the difference between the market value of the scheme assets and 
the discounted value of the liabilities, which would have otherwise been recognised as an asset on its balance sheet under the
previous policy. In addition, the Group has recognised a liability for deficit funding to 5 April 2010 of £65 million (£55 million net of
deferred tax) in respect of PSPS. Of these, the amounts attributable to shareholders are £223 million (£160 million net of deferred
tax) for the surplus not recognised as an asset and £20 million (£15 million net of deferred tax) for the additional liability for deficit
funding. In total the impact on shareholders’ equity at 31 December 2008 is a reduction of £175 million as shown below.

The 2007 comparative figures in these consolidated financial statements have been adjusted accordingly for the adoption 

of IFRIC 14.

286 Prudential plc Annual Report 2008

The effect of the change on the consolidated income statement, earnings per share and consolidated balance sheet are as follows:

Consolidated income statement

Investment return
Benefit and claims and movement in unallocated surplus of with-profits funds
Other operating expenditure

Profit (loss) before tax (being tax attributable to shareholders’ and the policyholders’ returns)
Tax attributable to policyholders’ returns

Profits (loss) before tax attributable to shareholders
Tax attributable to shareholders’ (loss) profit

Profit (loss) from continuing operations after tax/profit (loss) for the year 

Earnings per share

Basic and diluted based on profit (loss) from continuing operations 

attributable to equity holders of the company

Consolidated balance sheet

Deferred tax assets
Other debtors
Policyholders’ liability – contract liabilities (including amounts in respect of 

contracts classified as investment contracts under IFRS 4)

Unallocated surplus of with-profits funds
Deferred tax liabilities
Provisions

Shareholders’ equity

Effect on the Group’s supplementary analysis of profit and movements in shareholders’ equity

2008

2007

Adjustments
incorporated
in the results

Adjustments
made to the
previously
published
results 

Increase (decrease) 
in profit (£m)

47
66
(173)

(60)
11

(49)
13

(36)

4
205
(336)

(127)
24

(103)
28

(75)

Increase (decrease) in 
earnings per share (in pence)

(1.5)p

(3.1)p

Increase (decrease) in 
shareholders’ equity (£m)

10
(625)

(103)
495
113
(65)

(175)

26
(388)

(140)
392
73
(102)

(139)

F
i

n
a
n
c
i
a
l

s
t
a
t
e
m
e
n
t
s

Operating profit based on longer-term 

investment returns

Short-term fluctuations in investment returns 

on shareholder-backed business
Shareholders’ share of actuarial and other 
gains and losses on defined benefit 
pension schemes

(Loss) profit before tax
Tax

(Loss) profit after tax
Profits from discontinued operations
Less minority interests

(Loss) profit for the year
Other movements in reserves
Shareholders’ equity at the beginning of the year

Shareholders’ equity at the end of the year

2008 £m 

Effect of 
adoption of
IFRIC 14

Previous
basis

Revised
basis

As
previously
published

2007 £m

Effect of
adoption of
IFRIC 14

After
change

1,371

(24)

1,347

1,213

(12)

1,201

(1,783)

–

(1,783)

(137)

–

(137)

11

(401)
46

(355)
–
(5)

(360)
(608)
6,201

5,233

(25)

(49)
13

(36)
–
–

(36)
–
(139)

(175)

(14)

(450)
59

(391)
–
(5)

(396)
(608)
6,062

5,058

90

1,166
(382)

784
241
(3)

1,022
(309)
5,488

6,201

(91)

(103)
28

(75)
–
–

(75)
–
(64)

(139)

(1)

1,063
(354)

709
241
(3)

947
(309)
5,424

6,062

287

I

Notes on the Group financial statements
I: Other notes 
continued

I1: Staff and pension plans continued

As at 31 December 2008, after the effect of the adoption of IFRIC 14, the shareholders’ share of the pension liability for PSPS
deficit funding obligation and the deficits of the defined benefit pension schemes amounted to a £61 million liability net of related
tax relief (2007: £63 million). These amounts are determined after including amounts invested by the M&G scheme in Prudential
policies as explained later in this note.

On the economic basis (including investments of the M&G scheme in Prudential policies as assets) for 2008, a £26 million
(2007: £35 million) pre-tax shareholder charge to operating results based on longer-term returns arises. In addition, outside the
operating result but included in total profits is a pre-tax shareholder loss of £14 million (2007: £1 million). 

In addition, also on the economic basis, the PAC with-profits sub-fund was charged £10 million (2007: charge of £23 million)

for its share of the pension charge of PSPS and Scottish Amicable and charged with £7 million (2007: £6 million) for its share of
net actuarial and other losses on the scheme assets and liabilities. As shareholder profits for the PAC with-profits sub-fund reflects
the surplus for distribution, these amounts are effectively absorbed by an increased charge in the income statement for the
transfer to the liability for unallocated surplus. 

At 31 December 2008, after the effect of the adoption of IFRIC 14, the total share of the liability for deficit funding on PSPS

and the deficit on the smaller Scottish Amicable Scheme attributable to the PAC with-profits fund amounted to a liability of 
£60 million (2007: £88 million) net of related tax relief.

2 Corporate governance
The rules of the Group’s largest pension arrangement, the defined benefit section of PSPS, a final salary scheme, specify that, 
in exercising its investment powers, the Trustee’s objective is to achieve the best overall investment return consistent with the
security of the assets of the scheme. In doing this, regard is had to the nature and duration of the scheme’s liabilities. The Trustee
sets the benchmark for the asset mix, following analysis of the liabilities by the Scheme’s Actuary and, having taken advice from
the Investment Managers, then selects benchmark indices for each asset type in order to measure investment performance
against a benchmark return.

The Trustee reviews strategy, the asset mix benchmark and the Investment Managers’ objectives every three years, to
coincide with the Actuarial Valuation, or earlier if the Scheme Actuary recommends. Interim reviews are conducted annually
based on changing economic circumstances and financial market levels.

The Trustee sets the general investment policy and specifies any restrictions on types of investment and the degrees of
divergence permitted from the benchmark, but delegates the responsibility for selection and realisation of specific investments 
to the Investment Managers. In carrying out this responsibility, the Investment Managers are required by the Pensions Act 1995
to have regard to the need for diversification and suitability of investments. Subject to a number of restrictions contained within
the relevant asset management agreements, the Investment Managers are authorised to invest in any class of investment asset.
However, the Investment Managers will not invest in any new class of investment asset without prior consultation with 
the Trustee.

The Trustee consults the Principal Employer, the Prudential Assurance Company, on these investment principles, but the

ultimate responsibility for the investment of the assets of the scheme lies with the Trustee.

The investment policies and strategies for the other two UK defined benefit schemes, the M&G Group Pension Scheme and

the Scottish Amicable Staff Pension Scheme, which are both final salary schemes, follow similar principles, but have different
target allocations reflecting the particular requirements of the schemes.

3 Assumptions
The actuarial assumptions used in determining benefit obligations and the net periodic benefit costs for the years ended 
31 December were as follows:

Discount rate*
Rate of increase in salaries
Rate of inflation
Rate of increase of pensions in payment for inflation:

Guaranteed (maximum 5%)
Guaranteed (maximum 2.5%)†
Discretionary†

Expected returns on plan assets

2008 %

2007 %

6.1
5.0
3.0

3.0
2.5
2.5
6.2

5.9
5.3
3.3

3.3
2.5
2.5
5.9

*The discount rate of 6.1% has been determined by reference to an ‘AA’ corporate bond index adjusted to allow for the difference in duration between the

index and the pension liabilities.
† The rates of 2.5 per cent shown are those for PSPS. Assumed rates of increase of pensions in payment for inflation for all other schemes are 3.0 per cent 
in 2008 (2007: 3.3 per cent).

288 Prudential plc Annual Report 2008

The calculations are based on current actuarially calculated mortality estimates with a specific allowance made for future
improvements in mortality, which is broadly in line with that adopted for the 92 series of mortality tables prepared by the
Continuous Mortality Investigation Bureau of the Institute and Faculty of Actuaries. In 2007, the mortality assumptions were
strengthened by including a floor to the medium cohort improvements.

The tables used for PSPS at 31 December 2008 were:

Male: 100 per cent PMA92 with CMIR17 improvements to the valuation date and medium cohort improvements subject to a floor
of 1.75 per cent up to the age of 90, decreasing linearly to zero by age of 120; and
Female: 100 per cent PFA92 with CMIR17 improvements to the valuation date and 75 per cent medium cohort improvements
subject to a floor of one per cent up to the age of 90 and decreasing linearly to zero by age of 120.

The assumed life expectancies on retirement at age 60, based on the mortality table used was:

Retiring today
Retiring in 15 years’ time

2008 years

2007 years

Male

26.4
28.9

Female

28.4
29.8

Male

26.2
28.7

Female

28.3
29.3

The mean term of the current PSPS liabilities is around 18 years.

Using external actuarial advice provided by Watson Wyatt Partners for the valuation of PSPS and by Aon Limited for the 

M&G scheme, and Hazell Carr for the Scottish Amicable scheme, the most recent full valuations have been updated to 
31 December 2008, applying the principles prescribed by IAS 19.

4 Summary financial position
The Group liability in respect of defined benefit pension schemes is as follows:

Economic position:

Deficit, gross of deferred tax, based on scheme assets held, 
including investments in Prudential insurance policies:
Attributable to the PAC with-profits fund (i.e. absorbed by the liability for unallocated surplus)
Attributable to shareholder-financed operations (i.e. to shareholders’ equity)

Economic deficit – as explained in note 5 below
Add back: investments in Prudential insurance policies (offset on consolidation in the 
Group financial statements against insurance liabilities)

Deficit included in balance sheet under IAS 19 – as explained in note 7 below

2008 £m

2007 £m

(67)
(82)

(149)

(157)

(306)

F
i

n
a
n
c
i
a
l

s
t
a
t
e
m
e
n
t
s

(98)
(85)

(183)

(172)

(355)

The following disclosures explain the economic position and IAS 19 basis of accounting after eliminating investment in Prudential
insurance policies on consolidation.

5 Group economic financial position
The economic financial position of the defined benefit pension schemes reflects the total assets of the schemes including
investments in Prudential policies. This is to be contrasted with the IAS 19 basis assets of the M&G schemes, as consolidated 
into the Group balance sheet, which exclude investments in Prudential insurance policies which on the financial statement
presentation are offset against policyholder liabilities.

The M&G pension scheme has invested £157 million at 31 December 2008 (2007: £172 million) in Prudential insurance
policies. As required by IFRS, this amount of scheme asset is eliminated against the policyholder liability and hence, for the
purposes of preparing the consolidated balance sheet, the IAS 19 basis net pension liability is £157 million (2007: £172 million)
lower than the ‘economic basis’ deficit of £149 million (2007: ‘economic basis’ deficit of £183 million). Additionally, the PSPS
scheme has invested £103 million at 31 December 2008 (2007: £140 million) in Prudential insurance policies. However, these
assets are not recognised due to the effects of the change in accounting policy for the adoption of IFRIC 14 as described in 
note 1 above. 

I

289

Notes on the Group financial statements
I: Other notes 
continued

I1: Staff and pension plans continued

On the ‘economic basis’, after including the underlying assets represented by the investments in Prudential insurance policies as
scheme assets, the underlying balance sheets of the schemes at 31 December were:

Equities
Bonds
Properties
Cash-like investmentsnote i

Total value of assets
Present value of benefit obligations

2008 £m

2007 £m

Other
schemes
note iii

213
277
18
6

PSPS

823
2,430
283
1,267

Total

1,036
2,707
301
1,273

4,803
(4,075)

514
5,317
(598) (4,673)

%

19
51
6
24

100

Other
schemes
note iii

265
249
54
5

PSPS

1,278
1,134
545
1,932

Total

1,543
1,383
599
1,937

4,889
(4,361)

573
(654)

5,462
(5,015)

728

(84)

644

528

(81)

447

%

28
25
11
36

100

Effect of the adoption of IFRIC 14 for pension schemes:

Derecognition of PSPS surplus
Set up obligation for deficit funding 
for PSPS until 5 April 2010

Pre-tax deficitnote ii

(728)

(65)

(65)

–

–

(728)

(65)

(84)

(149)

(528)

(102)

(102)

–

–

(81)

(528)

(102)

(183)

Notes
i

The PSPS has entered into a derivatives based strategy to match the duration and inflation profile of its liabilities. This involved a reallocation from
other investments to cash-like investments with an interest and inflation swap overlay. In broad terms, the scheme is committed to making a series 
of payments related to LIBOR on a nominal amount and in return the scheme receives a series of fixed and inflation-linked payments which match 
a proportion of its liabilities. As at 31 December 2008, the nominal value of the interest and inflation-linked swaps amounted to £1.2 billion 
(2007: £1.2 billion) and £0.3 billion (2007: £0.7 billion) respectively.
The resulting scheme deficit arising from the excess of liabilities over assets at 31 December 2008 of £149 million comprised a deficit of £67 million
(2007: deficit of £98 million) attributable to the PAC with-profits fund and deficit of £82 million (2007: deficit of £85 million) attributable to
shareholder operations.
In addition to PSPS, there are two smaller schemes in the UK, the Scottish Amicable Pension Scheme, and the M&G Pension Scheme, with 
a combined deficit at 31 December 2008 of £67 million (2007: £71 million), gross of tax. There is also a small scheme in Taiwan, which at
31 December 2008 had a deficit of £17 million (2007: £10 million), gross of tax.

ii

iii

The movements in the deficit on the ‘economic basis’ between scheme assets and liabilities were:

Current service cost
Curtailment credit
Other finance income
Cash costs and unwind of discount on opening provision for deficit funding for PSPS
Contributions
Actuarial and other gains and losses
Exchange translation difference

Net increase in deficit

2008 %

2007 %

(19)
14
(2)
(29)
95
(21)
(4)

34

(19)
–
2
(41)
101
(7)
–

36

290 Prudential plc Annual Report 2008

Estimated pension scheme deficit attributable to shareholder operations – economic basis
Movements on the pension scheme deficit (determined on the ‘economic basis’), to the extent attributable to shareholder
operations are as follows:

Charge to
operating
results
(based on
longer-term
investment
returns)
note i

(26)
7

(19)

Charge to
operating
results
(based on
longer-term
investment
returns)
note i

(35)
8

(27)

At beginning
of year

(85)
22

(63)

At beginning
of year

(99)
27

(72)

2008 £m

Actuarial 
and other 

gains (losses) Contributions
paid by
shareholder
operations

attributable to
shareholders
note ii

Exchange
translation
difference

(14)
5

(9)

47
(13)

34

(4)
–

(4)

2007 £m

Actuarial 
and other 

gains (losses) Contributions
paid by
shareholder
operations

attributable to
shareholders
note ii

(1)
1

–

50
(14)

36

At end
of year

(82)
21

(61)

At end
of year

(85)
22

(63)

Gross of tax deficit
Related deferred tax

Net of tax deficit

Gross of tax deficit
Related deferred tax

Net of tax deficit 

Notes
i

Charge to operating results (based on longer-term investment returns)
This comprises:

Current service cost
Curtailment credit
Finance income (expense):

Interest on pension scheme liabilities
Expected return on pension scheme assets

Total credit net of finance income
Cash cost and unwind of discount on opening provision for deficit funding for PSPS*
Less: amount attributable to PAC with-profits fund

Charge to operating results, based on longer-term investment returns, attributable to shareholders

2008 
£m

2007
£m

(19)
14

(39)
37

(2)

(7)
(29)
10

(26)

F
i

n
a
n
c
i
a
l

s
t
a
t
e
m
e
n
t
s

(19)
–

(31)
33

2

(17)
(41)
23

(35)

*Consistent with the derecognition of the Company’s interest in the underlying IAS 19 surplus of PSPS, the effect of the accounting policy change 
on the operating results, based on longer-term investment returns, is to replace the usual IAS 19 pension charges and credits with the cash cost of
contributions for ongoing service of active members. In addition, the charge to the operating results also includes a charge for the unwind of discount
on the opening provision for deficit funding for PSPS. 

I

291

Notes on the Group financial statements
I: Other notes 
continued

I1: Staff and pension plans continued

Notes continued
ii Actuarial and other gains and losses

This comprises: 

Actuarial gains and losses:
Actual less expected return on pension scheme assets
Experience gains (losses) on scheme liabilities
Changes in assumptions underlying the present value of scheme liabilitiesa

Total actuarial losses
Less: amount attributable to PAC with-profits fund 

Other gains and losses:
Change in the provision for deficit funding for PSPSb
Less: amount attributable to PAC with-profits fund

Actuarial gains and losses attributable to shareholders, excluded from operating results based on

longer-term investment returns, but included in profit before tax attributable to shareholdersb

2008 
£m

2007
£m

(97)
18
71

(8)
(2)

(10)

(13)
9

(4)

(14)

4
(4)
(7)

(7)
6

(1)

–
–

–

(1)

a

b

The gains of £71 million relating to changes in assumptions comprise the gains due to the effect of an increase in the risk discount rate combined
with the effect of decreases in inflation rates.
The amounts of actuarial gains and losses shown in the table above relate to Scottish Amicable, M&G and a small Taiwan defined benefit pension
scheme. Consistent with the derecognition of the underlying IAS 19 surplus of PSPS, the amounts do not include actuarial gains and losses for
PSPS. In addition, as a result of the adoption of IFRIC 14, the Group has recognised a provision for deficit funding to 5 April 2010 in respect of
PSPS. The change in the period in relation to this provision is recognised above as other gains and losses on defined benefit pension schemes. 

Since shareholder profits in respect of the PAC with-profits fund are a function of the actuarially determined surplus for distribution,
the overall income statement result is not directly affected by the level of pension cost or other expenses attributable to the fund.

Estimated pension scheme deficit attributable to PAC with-profits fund – economic basis
Movements on the pension scheme deficit determined on the ‘economic basis’ are as follows:

Gross of tax deficit 
Related deferred tax

Net of tax deficit 

Gross of tax deficit 
Related deferred tax

Net of tax deficit 

2008 £m

At beginning
of year

Pension 
charge
(credit)
note i above

Actuarial  Contributions
paid by PAC
and other
with-profits
gains (losses)
fund
note ii above

(98)
10

(88)

(10)
1

(9)

(7)
1

(6)

48
(5)

43

2007 £m

At beginning
of year

Pension 
charge
(credit)
note i above

Actuarial  Contributions
paid by PAC
and other
with-profits
gains (losses)
fund
note ii above

(120)
12

(108)

(23)
2

(21)

(6)
1

(5)

51
(5)

46

At end
of year

(67)
7

(60)

At end
of year

(98)
10

(88)

The pension charges and credits which comprise service costs less net finance income for the Scottish Amicable Scheme and the
cash costs and unwind of discount on pension provision for deficit funding for PSPS, and actuarial and other gains and losses are
included within the income statement but also taken account of in determining the charge in the income statement for the transfer
to the liability for unallocated surplus of with-profits funds.

292 Prudential plc Annual Report 2008

6 Movement in IAS 19 basis financial position
The change in the present value of the benefit obligation and the change in fair value of the assets for the total of the PSPS,
Scottish Amicable, M&G and Taiwan schemes over the period were as follows:

Fair value of plan assets, beginning of year
Present value of benefit obligation, 

beginning of year

Provision for deficit funding for PSPS

Service cost – current charge only
Curtailment credit
Interest cost
Expected return on plan assets
Employee contributions
Employer contributions
Actuarial gains (losses)
Benefit payments
Cash costs and unwind of discount on the 
opening provision for deficit funding 
for PSPS

Movement in the provision for deficit 

funding for PSPS

Exchange translation difference

Fair value of plan assets, end of year
Present value of benefit obligation, end of year
Provision for deficit funding of PSPS

Economic basis deficit

2008 £m

Other schemes

IAS 19 basis:
change in
fair value
of plan
assets

Investments
in Prudential
insurance
policies

401

172

Economic
basis:
total
assets

573

401

172

573

26

7
(67)
(10)

11
1
9
(31)
(5)

37
1
16
(98)
(15)

357

157

514

PSPS

Provision
for deficit
funding

(102)

(102)

79

(29)

(13)

(65)

IAS 19 basis:
change in
present value
of benefit
obligations

Total

Economic
basis:
net
obligations

(654)

(654)
(19)
14
(39)

(1)

90
15

(4)

(598)

573

(654)
(102)

(183)
(19)
14
(39)
37
–
95
(8)
–

(29)

(13)
(4)

514
(598)
(65)

(149)

F
i

n
a
n
c
i
a
l

s
t
a
t
e
m
e
n
t
s

I

293

Notes on the Group financial statements
I: Other notes 
continued

I1: Staff and pension plans continued

Fair value of plan assets, beginning of year
Present value of benefit obligation, 

beginning of year

Provision for deficit funding for PSPS

Service cost – current charge only
Interest cost
Expected return on plan assets
Employee contributions
Employer contributions
Actuarial gains (losses)
Benefit payments
Cash costs and unwind of discount on the 
opening liability for deficit funding 
for PSPS

Fair value of plan assets, end of year
Present value of benefit obligation, end of year
Provision for deficit funding for PSPS

Economic basis deficit

PSPS

Provision
for deficit
funding

2007 £m

Other schemes

IAS 19 basis:
change in
fair value
of plan
assets

Investments
in Prudential
insurance
policies

366

161

Economic
basis:
total
assets

527

(143)

(143)

82

(41)

(102)

366

161

527

23

10
9
(7)

10
1
9
(5)
(4)

33
1
19
4
(11)

401

172

573

IAS 19 basis:
change in
present value
of benefit
obligations

Total

Economic
basis:
net
obligations

(603)

(603)
(19)
(31)

(1)

(11)
11

(654)

527

(603)
(143)

(219)
(19)
(31)
33
–
101
(7)
–

(41)

573
(654)
(102)

(183)

7 IAS 19 basis financial position as consolidated
The IAS 19 basis pensions deficit can be summarised as follows:

Fair value of plan assets, end of year
Present value of funded benefit obligation

Funded status
Present value of unfunded obligations (M&G scheme)*

Effect of the change in accounting policy for pension schemes:
Derecognition of PSPS’ surplus
Set up obligation for deficit funding for PSPS until 5 April 2010
Adjustment in respect of investment of PSPS in Prudential policies

Deficit recognised in the balance sheet

2008 £m

2007 £m

2006 £m

2005 £m

2004 £m

5,057
(4,493)

5,150
(4,826)

4,988
(5,023)

4,622
(5,228)

4,092
(4,777)

564
(180)

384

(728)
(65)
103

(306)

324
(189)

135

(528)
(102)
140

(355)

(35)
(187)

(222)

(141)
(143)
126

(380)

(606)
(190)

(796)

–
–
–

(685)
(140)

(825)

–
– 
–

(796)

(825)

*The M&G pension scheme assets are invested in Prudential insurance policies. For IFRS accounting purposes, the M&G scheme is in effect unfunded.

Please see above for more details.

294 Prudential plc Annual Report 2008

Components of net periodic pension cost
Current service cost
Curtailment credit
Interest cost
Expected return on assets – economic basis
Less: expected return on investments of scheme assets in Prudential insurance policies
Expected return on assets – IAS 19 basis†

Effect of the adoption of IFRIC 14

Pension cost (as referred to in noteI1a)

Actuarial gains and losses – economic basis
Less: actuarial losses on investments of scheme assets in Prudential insurance policies

Effect of the adoption of IFRIC 14

Actuarial gains and losses – IAS 19 basis* (as referred to in noteI1a)

2008 £m

2007 £m

(45)
44
(289)
336
(22)
314

24

(71)

(47)

60
79
139
(129)

10

(58)
–
(265)
309
(20)
289

(34)

(34)

(68)

295
1
296
(298)

(2)

Net periodic pension cost (included within acquisition and other operating expenditure in the 

income statement)

(37)

(70)

*Consistent with the derecognition of the Company’s interest in the underlying IAS 19 surplus of PSPS, the effect on the net periodic pension cost for PSPS

was to replace the usual IAS 19 pension charges and credits with the cash cost of contribution for ongoing services of active members and also not to
report the actuarial gains and losses.
†In determining the expected return on scheme assets for 2008, the 5.9 per cent rate shown below has been applied to the opening assets.

The long-term expected rate of return has been taken to be the weighted average (by market value) of the long-term expected
rates of return on each major asset class shown below:

2008

£m

%

2007

£m

2006

2005

2004

%

£m

%

£m

%

£m

%

Scheme assets (IAS 19 basis 
before effect of adoption 
of IFRIC 14)

Equity
Bonds
Properties
Cash-like investments

Total

875
2,619
290
1,273

5,057

17
52
6
25

100

1,332
1,299
583
1,936

5,150

26
25
11
38

100

1,432
2,185
621
750

4,988

29
44
12
15

100

2,376
1,593
575
78

4,622

51
35
12
2

100

2,516
993
520
63

4,092

61
24
13
2

100

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Long-term expected rate of return
Equity
Bonds
Properties
Cash

Weighted average long-term expected rate of return

Prospectively for 2009 %

2008 %

2007 %

6.8
4.8
6.05
2.0

4.5

7.5
5.4
6.75
5.5

6.1

7.5
4.8
6.8
5.0

5.9

The expected rates of return have been determined by reference to long-term expectations, the carrying value of the assets and
equity and other market conditions at the balance sheet date.

The actual return on scheme assets was a loss £20 million (2007: gain of £282 million) on an IAS 19 basis.

I

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Notes on the Group financial statements
I: Other notes 
continued

I1: Staff and pension plans continued

None of the scheme assets included shares in Prudential plc or property occupied by the Prudential Group.

Fair value of scheme assets, end of year (IAS 19 basis)
Present value of the benefit obligation, end of year

5,057
(4,673)

5,150
(5,015)

4,988
(5,210)

4,622
(5,418)

4,092
(4,917)

2008 £m

2007 £m

2006 £m

2005 £m

2004 £m

Underlying scheme assets in surplus (deficit) of benefit 
obligation, before the effect of the adoption of 
IFRIC 14

Experience adjustments on scheme
Percentage of scheme liabilities at 31 December
Experience adjustments on scheme assets (IAS 19 basis)
Percentage of scheme assets at 31 December

384

145
3.10%
(277)
(5.48)%

135

(14)
0.28%
(7)
(0.14)%

(222)

18
(0.35)%
140
2.81%

(796)

1
(0.02)%
527
11.42%

(825)

(17)
0.35%
112
2.74%

The experience adjustments on scheme liabilities in 2008 of a gain of £145 million relate mainly to the ‘true up’ reflecting
improvements in data consequent upon the ongoing triennial valuation of PSPS.

Total employer contributions expected to be paid into the Group defined benefit schemes for the year ending 

31 December 2009 amounts to £98 million (2008: £90 million), subject to a reassessment when the valuation at 5 April 2008 
is completed.

8 Sensitivity of the financial position of the PSPS, Scottish Amicable and M&G pension schemes to key variables 
The table below shows the sensitivity of the underlying PSPS, Scottish Amicable and M&G pension scheme liabilities at 
31 December 2008 of £4,075 million, £398 million and £180 million respectively (2007: £4,361 million, £454 million and
£189 million) to changes in discount rates and inflation rates.

Assumption

Discount rate

Change in assumption

Impact on scheme liabilities on IAS 19 basis

Decrease by 0.2% from 6.1% to 5.9%

Increase in scheme liabilities by: 

2008

Discount rate

Increase by 0.2% from 6.1% to 6.3%

Decrease in scheme liabilities by: 

PSPS
Scottish Amicable
M&G

Rate of inflation

Decrease by 0.2% from 3.0% to 2.8% 
with consequent reduction in 
salary increases

PSPS
Scottish Amicable
M&G

Decrease in scheme liabilities by:

PSPS
Scottish Amicable
M&G

Assumption

Discount rate

Change in assumption

Impact on scheme liabilities on IAS 19 basis

Decrease by 0.2% from 5.9% to 5.7%

Increase in scheme liabilities by: 

2007

Discount rate

Increase by 0.2% from 5.9% to 6.1%

Decrease in scheme liabilities by: 

PSPS
Scottish Amicable
M&G

Rate of inflation

Decrease by 0.2% from 3.3% to 3.1% 
with consequent reduction in 
salary increases

PSPS
Scottish Amicable
M&G

Decrease in scheme liabilities by: 

PSPS
Scottish Amicable
M&G

3.3%
4.9%
4.5%

3.1%
4.6%
4.2%

0.8%
4.5%
3.8%

3.5%
5.3%
4.8%

3.4%
5.1%
4.5%

1.3%
5.0%
4.4%

296 Prudential plc Annual Report 2008

9 Transfer value of PSPS scheme
At 31 December 2008, it is estimated that the assets of the scheme are broadly sufficient to cover the liabilities of PSPS on a
‘buyout’ basis including an allowance for expenses. The ‘buyout’ basis refers to a basis that might apply in the circumstance 
of a transfer to another appropriate financial institution. In making this assessment it has been assumed that a more 
conservative investment strategy applies together with a more prudent allowance for future mortality improvements 
and no allowance for discretionary pension increases.

ii Other pension plans
The Group operates various defined contribution pension schemes including schemes in Jackson and Asia. As noted earlier, 
the cost of the Group’s contributions for continuing operations to these schemes in 2008 was £31 million (2007: £28 million).

I2: Share-based payments

The Group maintains 10 main share award and share option plans relating to Prudential plc shares, which are described below.
The Group Performance Share Plan (GPSP) is the incentive plan in which all executive directors and other senior executives
within the Group can participate. This scheme was established as a replacement for the Restricted Share Plan (RSP) under which
no further awards could be made after March 2006. Awards are granted either in the form of a nil cost option, conditional right
over shares, or such other form that shall confer to the participant an equivalent economic benefit, with a vesting period of three
years. The performance measure for the awards is that Prudential’s Total Shareholder Return (TSR) outperforms an index
comprising of peer companies. Vesting of the awards between each performance point is on a straight line sliding scale basis.
Participants are entitled to the value of reinvested dividends that would have accrued on the shares that vest. Shares are currently
purchased in the open market by a trust for the benefit of qualifying employees.

The RSP was, until March 2006, the Group’s long-term incentive plan for executive directors and other senior executives
designed to provide rewards linked to shareholder return. Each year participants were granted a conditional option to receive a
number of shares. There was a deferment period of three years at the end of which the award vested to an extent that depended
on the performance of the Group’s shares including notional reinvested dividends and on the Group’s underlying financial
performance. After vesting, the option may be exercised at zero cost at any time, subject to closed period rules, in the balance of 
a 10-year period. Shares are purchased in the open market by a trust for the benefit of qualifying employees. The RSP replaced
the Executive Share Option Scheme in 1995 and all options under this plan had been exercised at 31 December 2005. 

No rights were granted in the RSP if the Company’s TSR performance as ranked against the comparator group is below 50th

percentile. For performance at 50th percentile, an option of 25 per cent of the maximum award is made. The maximum grant is
made only if the TSR ranking of the Company is 20th percentile or above. Between these points, the size of the grant of option
made is calculated on a straight line sliding scale. 

The BUPP is an incentive plan created to provide a common framework under which awards would be made to senior

employees and in the UK, Jackson and Asia include the Chief Executive Officers. Awards under this plan in 2007 and 2008 were
based on growth in Shareholder Capital Value on the European Embedded Value (EEV) basis with performance measured over
three years. Upon vesting, half of the vested award is released as shares and the other half released in cash. Participants are
entitled to receive the value of reinvested dividends over the performance period for those shares that vest. The growth
parameters for the awards are relevant to each region and vesting of the awards between each performance point is on a straight
line sliding scale basis.

UK-based executive directors are eligible to participate in the Prudential HM Revenue & Customs (HMRC) approved UK
Savings Related Share Option Scheme (SAYE scheme) and the Asia-based executive directors can participate in the equivalent
International SAYE scheme. The schemes allow employees to save towards the exercise of options over Prudential plc shares, at
an option price set at the beginning of the savings period at a discount of up to 20 per cent to the market price. Savings contracts
may be up to £250 per month for three or five years, or additionally in the UK scheme seven years. On maturity at the end of the
set term, participants may exercise their options within six months of the end of the savings period and purchase Prudential plc
shares. If an option is not exercised within six months, participants are entitled to a refund of their cash contributions plus interest
if applicable under the rules. Shares are issued to satisfy options that are exercised. No options may be granted under the
schemes if the grant would cause the number of shares which have been issued, or which remain issuable pursuant to options
granted in the preceding 10 years under the scheme and other share option schemes operated by the Company, or which have
been issued under any other share incentive scheme of the Company, to exceed 10 per cent of the Company’s ordinary share
capital at the proposed date of grant.

UK-based executive directors are also eligible to participate in the Company’s HMRC approved Share Incentive Plan which 
allows all UK-based employees to purchase shares of Prudential plc (partnership shares) on a monthly basis out of gross salary.
For every four partnership shares bought, an additional matching share is awarded, purchased on the open market. Dividend
shares accumulate while the employee participates in the plan. Partnership shares may be withdrawn from the scheme at any
time. If the employee withdraws from the plan within five years, the matching shares are forfeit and if within three years, 
dividend shares are forfeit.

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Notes on the Group financial statements
I: Other notes 
continued

I2: Share-based payments continued

Jackson operates a performance-related share award which, subject to the prior approval of the Jackson Remuneration Committee,
may grant share awards to eligible Jackson employees in the form of a contingent right to receive shares or a conditional allocation
of shares. These share awards have vesting periods of four years and are at nil cost to the employee. Award holders do not have any
right to dividends or voting rights attaching to the shares. The shares are held in the employee share trust in the form of American
Depository Receipts which are tradable on the New York Stock Exchange. 

The new Prudential Corporation Asia Long-Term Incentive Plan (PCA LTIP) is an incentive plan for senior employees and
Chief Executive Officers replacing the Asia Business Unit Performance Plan (BUPP). Awards under the new PCA LTIP will vest
after three years subject to the employee being in employment at the time of vesting without any performance conditions.
Awards will be discretionary and on a year by year basis determined by Prudential’s full year financial results and the employee’s
contribution to the business. All awards will be in Prudential shares except for countries where share awards are not feasible 
due to securities and/or tax reasons, where awards will be replaced by the cash value of the shares that would otherwise have 
been transferred. 

Certain senior executives have annual incentive plans with awards paid in cash up to the target level of their plan. The portion

of any award for above target performance is made in the form of awards of shares deferred for three years, with the release of
shares subject to close periods. The shares are held in the employee share trust and shares equivalent to dividends otherwise
payable will accumulate for the benefit of award holders during the deferral period up to the release date. 

In addition, there are other share awards which included the 1,000 Day Long Term Incentive Plan (LTIP) and other arrangements.
The 1,000 Day LTIP plan was a UK insurance operations performance-based plan in which the UK Remuneration Committee
could, at any time up to 5 October 2005, select employees at its absolute discretion, for participation in the plan. The performance
period was 1,000 days and, based on the final performance level being at, or above, the threshold level, the committee shall grant
participants 10 per cent of the allocated award in 2005, 20 per cent in 2006 and the remaining 70 per cent in 2007. There are no
beneficial interests, or any rights to dividends until such time as the awards are released, at nil cost, to participants. There are no
outstanding shares awarded through this scheme.

The other arrangements relate to various awards that have been made without performance conditions to individual

employees, typically in order to secure their appointment or ensure retention.

Movements in share options outstanding under the Group’s share-based compensation plans relating to Prudential plc shares

during 2008 and 2007 were as follows:

Options outstanding (including conditional options)

Beginning of year:
Granted
Exercised
Forfeited
Expired

End of year

Options immediately exercisable, end of year

2008

2007

Number
of options
millions

14.5
6.9
(3.5)
(1.5)
(3.7)

12.7

0.6

Weighted
average
exercise
price
£

2.57
3.28
2.73
0.69
4.94

2.44

2.29

Number
of options
millions

16.5
4.0
(1.9)
(1.4)
(2.7)

14.5

0.2

Weighted
average
exercise
price
£

2.47
2.69
3.42
1.37
2.13

2.57

3.35

The weighted average share price of Prudential plc for the year ended 31 December 2008 was £5.46 compared to £7.15 for the
year ended 31 December 2007.

Movements in share awards outstanding under the Group’s share-based compensation plans relating to Prudential plc shares at
31 December 2008 and 2007 were as follows:

Awards outstanding

Beginning of year:
Granted
Exercised
Forfeited
Expired

End of year

298 Prudential plc Annual Report 2008

2008

2007

Number of
awards
millions

Number of 
awards
millions

8.0
3.5
(1.7)
(0.9)
(0.3)

8.6

6.6
3.8
(1.3)
(1.1)
–

8.0

The following table provides a summary of the range of exercise prices for Prudential plc options (including conditional options)
outstanding at 31 December 2008.

Range of exercise prices

Between £0 and £1
Between £1 and £2
Between £2 and £3
Between £3 and £4
Between £4 and £5
Between £5 and £6
Between £6 and £7
Between £7 and £8

Outstanding

Weighted
average
remaining
contractual
life
years

Number
outstanding
millions

Exercisable

Weighted
average
exercise
prices
£

Number
exercisable
millions

Weighted
average
exercise
prices
£

5.9
–
0.3
0.5
4.6
1.4
0.0
–

12.7

8.3
–
1.7
1.4
3.3
2.8
0.4
–

5.5

–
–
2.66
3.56
4.45
5.59
6.17
–

2.44

0.3
–
0.0
0.0
0.3
–
0.0
–

0.6

–
–
2.66
3.65
4.07
–
6.17
–

2.29

The following table provides a summary of the range of exercise prices for Prudential plc options (including conditional options)
outstanding at 31 December 2007.

Range of exercise prices

Between £0 and £1
Between £1 and £2
Between £2 and £3
Between £3 and £4
Between £4 and £5
Between £5 and £6
Between £6 and £7
Between £7 and £8

Outstanding

Weighted
average
remaining
contractual
life
years

Number
outstanding
millions

Exercisable

Weighted
average
exercise
prices
£

Number
exercisable
millions

Weighted
average
exercise
prices
£

5.5
–
2.7
1.2
2.9
2.2
–
–

14.5

8.6
–
1.3
1.7
2.7
3.5
0.9
–

4.7

–
–
2.66
3.62
4.62
5.62
6.55
–

2.57

–
–
–
0.2
–
–
–
–

0.2

–
–
–
3.37
–
–
6.95
–

3.35

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The years shown above for weighted average remaining contractual life include the time period from end of vesting period to
expiration of contract.

The weighted average fair values of Prudential plc options and awards granted during the period are as follows:

2008 £

2007 £

Weighted average fair value

Weighted average fair value

GPSP

4.16

Other
options

2.14

Awards

5.69

RSP and
GPSP

4.78

Other
options

2.55

Awards

7.33

The fair value amounts relating to all options including conditional nil cost options above were determined using the Black-
Scholes and the Monte Carlo option-pricing models using the following assumptions:

Dividend yield (%)
Expected volatility (%)
Risk-free interest rate (%)
Expected option life (years)
Weighted average exercise price (£)
Weighted average share price (£)

2008

2007

GPSP

3.60
30.87
4.23
3.00
–
6.63

Other
options

3.60
34.67
4.46
3.74
4.74
6.16

RSP and
GPSP

2.32
28.90
5.46
3.00
–
7.52

I

Other
options

2.32
27.17
5.25
3.48
5.62
7.47

299

Notes on the Group financial statements
I: Other notes 
continued

I2: Share-based payments continued

Under IFRS, compensation costs for all share-based compensation plans are determined using the Black-Scholes model and the
Monte Carlo model. Share options and awards are valued using the share price at the date of grant. The compensation costs for 
all awards and options are recognised in net income over the plans’ respective vesting periods. The Group uses the Black-Scholes
model to value all options and awards other than the GPSP, for which the Group uses a Monte Carlo model in order to allow for the
impact of the TSR performance conditions. These models are used to calculate fair values for share options and awards at the grant
date based on the quoted market price of the stock at the measurement date, the amount, if any, that the employees are required 
to pay, the dividend yield, expected volatility, risk-free interest rates and exercise prices.

The expected volatility is measured as the standard deviation of expected share price returns based on statistical analysis of
daily share prices over a period up to the grant date equal to the expected life of options. Risk-free interest rates are UK gilt rates
with projections for three, five and seven year terms to match corresponding vesting periods. Dividend yield is determined as the
average yield over the year of grant and expected dividends are not incorporated into the measurement of fair value. For the GPSP,
volatility and correlation between Prudential and an index constructed from a simple average of the TSR growth of 11 companies 
is required. For grants in 2008, an average index volatility and correlation of 26 per cent and 82 per cent respectively, were used. 

When options are granted or awards made to employees, an estimate is made of what percentage is more than likely to vest, be
forfeited, lapse or cancelled based on historical information. Based on these estimates, compensation expense to be accrued at that
date is calculated and amortised over the vesting period. For early exercises of options or release of awards due to redundancy,
death or resignation, the compensation expense is immediately recognised and for forfeitures due to employees leaving the Group,
any previously recognised expense is reversed. However, if an employee loses their award because of the Group’s failure to meet
the performance criteria, previously recognised expense is not reversed.

During the year, the Group granted share options to certain non-employee independent financial advisors. Those options 
were measured using the Black-Scholes option pricing model with assumptions consistent with those of other share options. 
These transactions were measured using an option model because the Group does not receive a separate and measurable benefit
from those non-employees in exchange for the options granted. As such, the fair value of the options themselves is more readily
determinable than the services received in return.

c Total share-based payment expense
Total expense recognised in the year in the consolidated financial statements related to share-based compensation is as follows:

Share-based compensation expense
Amount accounted for as equity-settled
Carrying value at 31 December of liabilities arising from share-based payment transactions
Intrinsic value of above liabilities for which rights had vested at 31 December

I3: Key management remuneration

2008 £m 

2007 £m

23
27
12
4

28
19
18
4

Key management constitutes the directors of Prudential plc as they have authority and responsibility for planning, directing and
controlling the activities of the Group.

Total key management remuneration amounts to £18,122,000 (2007: £15,670,000). This comprises salaries and short-term

benefits of £10,425,000 (2007: £9,496,000), post-employment benefits of £1,003,000 (2007: £967,000), leaving benefits of
£507,000 (2007: £nil) and share-based payments of £6,187,000 (2007: £5,207,000).

Post-employment benefits comprise the change in the transfer value of the accrued benefit relating to directors’ defined

benefit pension schemes in the year and the total contributions made to directors’ other pension arrangements.

The share-based payments charge is the sum of £4,624,000 (2007: £3,456,000), which is determined in accordance with 

IFRS 2, ‘Share-Based Payments’ (see note I2) and £1,563,000 (2007: £1,751,000) of deferred share awards.

Total key management remuneration includes total directors’ emoluments of £12,683,000 (2006: £11,959,000) as shown 

in the directors’ remuneration table and related footnotes in the directors’ remuneration report, and additional amounts in 
respect of pensions and share-based payments. Further information on directors’ remuneration is given in the directors’
remuneration report.

300 Prudential plc Annual Report 2008

I4: Fees payable to auditor

Fees payable to the Company’s auditor for the audit of the Company’s annual accounts
Fees payable to the Company’s auditor and its associates for other services:

Audit of subsidiaries and associates pursuant to legislation
Other services supplied pursuant to legislation
Other services relating to taxation
Valuation and actuarial services
Services relating to corporate finance transactions
All other services

Total

2008 £m 

2007 £m

1.6

5.0
2.4
0.6
0.7
–
0.5

1.8

4.4
2.9
0.4
0.7
0.2
1.0

10.8

11.4

In addition, there were fees incurred of £0.2 million (2007: £0.2 million) for the audit of pension schemes.

The Audit Committee regularly monitors the non-audit services provided to the Group by its auditor and has developed 
a formal Auditor Independence Policy which sets out the types of services that the auditor may provide, consistent with the
guidance in Sir Robert Smith’s report ‘Audit Committees – Combined Code Guidance’ and with the provisions of the US
Sarbanes-Oxley Act.

The Audit Committee annually reviews the auditor’s objectivity and independence. More information on these issues 

is given in the corporate governance report within this Annual Report.

I5: Related party transactions

Transactions between the Company and its subsidiaries are eliminated on consolidation.

In addition, the Company has transactions and outstanding balances with certain unit trusts, OEICs, collateralised debt
obligations and similar entities which are not consolidated and where a Group company acts as manager. These entities are
regarded as related parties for the purposes of IAS 24. The balances are included in the Group’s balance sheet at fair value or
amortised cost in accordance with their IAS 39 classifications. The transactions are included in the income statement and include
amounts paid on issue of shares or units, amounts received on cancellation of shares or units and paid in respect of the periodic
charge and administration fee. Further details of the aggregate assets, liabilities, revenues, profits or losses and reporting dates 
of entities considered to be associates under IFRS are disclosed in note H8.

Executive officers and directors of the Company may from time to time purchase insurance, asset management or annuity
products marketed by Group companies in the ordinary course of business on substantially the same terms as those prevailing 
at the time for comparable transactions with other persons.

Apart from the transactions with directors referred to below, no director had interests in shares, transactions or arrangements
that require disclosure, other than those given in the directors’ remuneration report. Key management remuneration is disclosed
in note I3.

In 2007, prior to disposal, three directors had credit cards with the discontinued banking operations. In 2008 and 2007, other

transactions with directors were de-minimis both by virtue of their size and in the context of the directors’ financial positions.
As indicated above, all of these transactions are on terms broadly equivalent to those that prevail in arm’s length transactions.

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I6: Subsidiary undertakings

i Principal subsidiaries
The principal subsidiary undertakings of the Company at 31 December 2008, all wholly owned except PCA Life Assurance
Company Limited, were:

The Prudential Assurance Company Limited
Prudential Annuities Limited*
Prudential Retirement Income Limited (PRIL)*
M&G Investment Management Limited*
Jackson National Life Insurance Company*
Prudential Assurance Company Singapore (Pte) Limited*
PCA Life Assurance Company Limited* (99% owned)

*Owned by a subsidiary undertaking of the Company.

Main activity

Insurance
Insurance
Insurance
Asset management
Insurance
Insurance
Insurance

Country of
incorporation

England and Wales
England and Wales
Scotland
England and Wales
US
Singapore
Taiwan

I

301

Notes on the Group financial statements
I: Other notes 
continued

I6: Subsidiary undertakings continued

Each subsidiary has one class of ordinary shares and operates mainly in its country of incorporation, except for PRIL which
operates mainly in England and Wales.

On 20 February 2009, the Company announced that it had entered into an agreement to transfer the assets and liabilities 
of its agency distribution business and its agency force in Taiwan to China Life Insurance Company Ltd of Taiwan. The business
being transferred represents 94 per cent of its in-force liabilities in Taiwan. Further details are set out in note I10.

ii Dividend restrictions and minimum capital requirements
Certain Group subsidiaries are subject to restrictions on the amount of funds they may transfer in the form of cash dividends 
or otherwise to the parent company. UK insurance companies are required to maintain solvency margins which must be
supported by capital reserves and other resources, including unrealised gains on investments. Jackson can pay dividends 
on its capital stock only out of earned surplus unless prior regulatory approval is obtained. Furthermore, without the prior
regulatory approval, dividends cannot be distributed if all dividends made within the preceding 12 months exceed the 
greater of Jackson’s statutory net gain from operations or 10 per cent of Jackson’s statutory surplus for the prior year. 
In 2009, the maximum amount of dividends that can be paid by Jackson without prior regulatory approval is US$290 million 
(£202 million) (in 2008: US$490 million (£246 million)). The Group’s Asian subsidiaries, mainly the Singapore and Malaysia
businesses, may remit dividends to the Group, in general, provided the statutory insurance fund meets the capital adequacy
standard required under local statutory regulations.

PAC and Jackson are the two principal insurance subsidiaries of the Group, which together comprise approximately 
77 per cent (2007: 78 per cent) of total Group assets. At 31 December 2008, the PAC long-term fund’s excess of available 
capital resources over its regulatory requirement (as per line 42 of Form 2 of the PAC FSA regulatory returns) was estimated 
to be £4.7 billion (2007: £10.5 billion) and the statutory capital and surplus of Jackson was US$3 billion (£2 billion) 
(2007: US$4.0 billion (£2.0 billion)). The Group capital position statement for life assurance businesses is set out in note D5. 

iii Acquisition and disposal of subsidiaries
2007
On 1 May 2007, the Company completed the sale of Egg Banking plc to Citi. Additional details regarding the disposal are set 
out in note I9.

On 9 November 2007, the Company completed the sale of PPM Capital, its direct private equity business.

2008
There were no acquisitions or disposals of subsidiaries during the year. Subsequent to the year end, on 20 February 2009, the
Company announced that it had entered into an agreement to transfer the assets and liabilities of its agency distribution business
and its agency force in Taiwan to China Life Insurance Company Ltd of Taiwan, subject to regulatory approval. Additional details
regarding this transfer are set out in note I10.

iv PAC with-profits fund acquisitions and disposals
The PAC with-profits fund acquired a number of venture capital holdings through PPM Capital and M&G. Prior to November
2007, the Group was deemed to have a controlling interest in these venture capital holdings, in aggregate with, if applicable,
other holdings held by, for example, the Prudential Staff Pension Scheme. In November 2007, the Group disposed of PPM 
Capital following which the Group no longer had a controlling interest in venture fund investment subsidiaries that it managed
and consequently ceased to consolidate these investments from that date. The Group continues to consolidate, where
applicable, the venture capital holdings managed by M&G. 

302 Prudential plc Annual Report 2008

2007
The acquisitions made in 2007 were as follows:

• 71 per cent of the voting equity interest of Orizon AG, an employment hiring agency, which was managed by PPM Capital; and
• 78 per cent of the voting equity interest of Red Funnel, a ferry company, which was managed by M&G.

These acquisitions are considered individually immaterial and therefore all information relating to the acquisitions has been
presented in aggregate in this note.

The results of the acquisitions have been included in the consolidated financial statements of the Group and contributed 

a loss of £8.3 million to earnings within the income statement. 

The table below identifies the net assets of these acquisitions and minor business purchases by existing venture holdings 

and reconciles the net assets to the consideration paid:

Cash and cash equivalents
Other current assets
Property, plant and equipment
Intangible assets other than goodwill
Other non-current assets
Less liabilities, including current liabilities and borrowings

Net assets acquired
Goodwill

Cash consideration

2007 £m

Fair value on
acquisition

20
26
38
1
3
(304)

(216)
313

97

Aggregate goodwill of £313 million was recognised for the excess of the cost over the Group’s interest in the net fair value of the
entities’ assets, liabilities, and contingent liabilities acquired.

Following the disposal of PPM Capital, SUSPA, TJ Hughes, Sterigenics, Muller & Weygandt, TMF Group, JOST, Histoire D’or,

Azzuri Communications, Paramount plc and Orizon AG ceased to be consolidated as subsidiary undertakings and goodwill and
other intangible assets, net of amortisation, relating to these investments were derecognised accordingly.

2008 
There were no new acquisitions or disposals of venture capital investments in 2008. However, during the year, the holding in the
voting equity interest of Red Funnel increased from 78 per cent to 90 per cent. 

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I7: Commitments

i Operating leases
The Group leases various offices to conduct its business. Leases in which a significant portion of the risks and rewards of ownership
are retained by the lessor are classified as operating leases. Payments made under operating leases (net of any incentives received
from the lessor) are charged to the income statement on a straight-line basis over the period of the lease.

Future minimum lease payments for non-cancellable operating leases fall due during the 

following periods:

Not later than 1 year
Later than 1 year and not later than 5 years
Later than 5 years

2008 £m

2007 £m

86
199
140

38
126
111

The total minimum future sublease rentals to be received on non-cancellable operating leases for land and buildings for the year
ended 31 December 2008 was £0.2 million (2007: £0.4 million).

Minimum lease rental payments for the year ended 31 December 2008 of £84 million (2007: £50 million) are included in the

consolidated income statement.

ii Capital commitments
The Group has provided, from time to time, certain guarantees and commitments to third-parties including funding the purchase
or development of land and buildings and other related matters. At 31 December 2008, the aggregate amount of contractual
obligations to purchase and develop investment properties amounted to £1 million (2007: £64 million). 

I

303

Notes on the Group financial statements
I: Other notes 
continued

I8: Cash flows

Structural borrowings of shareholder-financed operations comprise core debt of the parent company and Jackson surplus 
notes. Core debt excludes borrowings to support short-term fixed income securities programmes and non-recourse borrowings
of investment subsidiaries and consolidated investment funds of shareholder-financed operations and other borrowings. 
Cash flows in respect of these borrowings are included within cash flows from operating activities.

Structural borrowings of with-profits operations relate solely to the £100 million 8.5 per cent undated subordinated
guaranteed bonds which contribute to the solvency base of SAIF. Cash flows in respect of other borrowings of with-profits 
funds, which principally relate to consolidated investment funds are also included within cash flows from operating activities.
Cash flows relating to discontinued operations in 2007, as detailed in note I9, are inflows of £157 million for the period 

of ownership in 2007. All of these related to cash flows from operating activities.

I9: Discontinued banking operations

Discontinued banking operations in 2007 related entirely to UK banking operations following the sale on 1 May 2007 of Egg
Banking plc to Citi. Consideration paid to the Company was, net of expenses, £527 million cash. Cash and cash equivalents
disposed of in 2007 were £1,065 million. Accordingly, the cash outflow for the Group in 2007 arising from the disposal of Egg, 
as shown in the consolidated cash flow statement, was £538 million.

The profit included in the 2007 income statement in respect of discontinued banking operations for the period of ownership was
as follows:

Interest income
Interest expense

Net interest income
Fee and commission income
Fee and commission expense

Operating income
General administrative expenses
Impairment losses on loans and cash advances to customers
Other operating expenses

Operating loss based on longer-term investment returns 
Profit on sale of Egg Banking plc

Profit before tax

Tax on operating loss based on longer-term investment returns
Tax on profit on sale of Egg Banking plc

Tax attributable to shareholders’ profits

Profit for the year

2007 £m

261
(148)

113
41
(8)

146
(56)
(149)
(9)

(68)
290

222

19
0

19

241

The interest income on financial assets not at fair value through profit and loss for the period of ownership in 2007 was 
£241 million. The interest expense on financial liabilities not at fair value through profit and loss for the period of ownership 
in 2007 was £148 million.

Fee and commission income in 2007 includes £27 million relating to financial instruments held at amortised cost. These fees

primarily related to balance transfer fees and late payment fees. Fee and commission expense in 2007 includes fee expenses
relating to financial liabilities held at amortised cost of £4 million which related to treasury fees.

Of the loss for the period of ownership in 2007, no loss was attributable to minority interests in Egg.

304 Prudential plc Annual Report 2008

I10: Post balance sheet events

Intended sale of legacy agency book and agency force in Taiwan to China Life Insurance of Taiwan

i
On 20 February 2009, the Company announced that it had entered into an agreement to sell the assets and liabilities of its agency
distribution business and its agency force in Taiwan to China Life Insurance Company Ltd of Taiwan (‘China Life’) for the nominal
sum of NT$1, subject to regulatory approval. 

In addition, the Company will invest £45 million to purchase a 9.95 per cent stake in China Life through a share placement. 
The business to be transferred represents 94 per cent of Prudential’s in-force liabilities in Taiwan and includes its legacy interest 
rate guaranteed products with IFRS basis gross assets at 31 December 2008 of £4.5 billion. After taking account of IFRS
shareholders’ funds of the business at 31 December 2008 and restructuring and other costs, the Group’s IFRS shareholders’ funds
are expected to decrease by approximately £595 million. In addition, on completion there will be a net increase in the Company’s
Insurance Groups Directive surplus of approximately £800 million.

The movement in shareholders’ IFRS equity of the total Taiwan life business for 2008 comprised:

Operating profit based on longer-term investment returns
Short-term fluctuations in investment returns
Shareholders share of actuarial and other gains and losses on defined benefit pension schemes

Loss before tax
Total tax

Loss for the financial year
Minority interests
Investments by Parent Company*
Exchange and other reserve movements

Net movement
Equity brought forward at 1 January 2008

Equity carried forward at 31 December 2008

£m

60
(65)
(3)

(8)
(8)

(16)
–
93
111

188
289

477

*Comprising £66 million for solvency capital and £27 million for business development.

The carrying value of the IFRS equity reflects the application of ‘grandfathered’ US GAAP under IFRS. This does not, and is not
designed to include the cost of holding economic capital, to support the legacy interest rate guaranteed products as recognised
under the Company’s supplementary reporting basis under European Embedded Value principles.

Insurance Groups Directive – Group solvency position

ii
The IGD group solvency position as at 31 December 2008 will be submitted to the FSA by 30 April 2009. At the time of
preparation of these financial statements the surplus capital, under the IGD test of capital adequacy, was estimated to be around
£1.7 billion before allowing for the 2008 final dividend, giving a solvency ratio of 160 per cent. This is composed of the Group’s
IGD surplus at 31 December 2008 which is estimated at £1.4 billion and of an additional £0.3 billion which the FSA has, after the
year end, allowed the Group to include in the Group’s IGD surplus going forward as a result of an innovative structure the Group
has developed. The £0.3 billion additional capital reflects the ability to realise a portion of the shareholders’ economic interest in
the future transfers from the PAC with-profits fund.

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305

Balance sheet of the parent company
31 December 2008

Fixed assets
Investments:

Shares in subsidiary undertakings
Loans to subsidiary undertakings

Current assets
Debtors:

Derivative assets
Amounts owed by subsidiary undertakings
Deferred tax
Other debtors

Cash at bank and in hand

Less liabilities: amounts falling due within one year
Debenture loans
Commercial paper
Other borrowings
Derivative liabilities
Amounts owed to subsidiary undertakings
Tax payable
Sundry creditors
Accruals and deferred income

Net current liabilities

Total assets less current liabilities

Less liabilities: amounts falling due after more than one year
Subordinated liabilities
Debenture loans
Other borrowings
Amounts owed to subsidiary undertakings

Total net assets (excluding pension)
Pension asset (net of related deferred tax)

Total net assets (including pension)

Capital and reserves
Share capital
Share premium
Profit and loss account

Shareholders’ funds

Note

2008 £m

2007* £m

4
4

7

6
6
6
7

6
6
6

8

9
9
10

10

7,193
3,212

10,405

267
1,986
111
11
102

2,477

(249)
(1,269)
(200)
(235)
(3,341)
(311)
(19)
(44)

(5,668)

(3,191)

7,214

(1,983)
(549)
(9)
(1,464)

(4,005)

3,209
36

3,245

125
1,840
1,280

3,245

7,170
2,809

9,979

10
3,291
–
25
178

3,504

–
(2,422)
(48)
(144)
(2,455)
(332)
(6)
(44)

(5,451)

(1,947)

8,032

(1,566)
(797)
(7)
(2,643)

(5,013)

3,019
117

3,136

123
1,828
1,185

3,136

*The Company has adopted the principles of UITF 44 in accounting for share-based payments, with consequential changes to the 2007 comparative
figures. Note 2 explains the effect of the change. 

The financial statements of the parent company on pages 306 to 315 were approved by the Board of directors on 18 March 2009.

Harvey McGrath
Chairman

Mark Tucker
Group Chief Executive

Tidjane Thiam
Chief Financial Officer

306 Prudential plc Annual Report 2008

Notes on the parent company financial statements

1 Nature of operations

Prudential plc (the Company) is a parent holding company. The Company together with its subsidiaries (collectively, the Group) 
is an international financial services group with its principal operations in the UK, the US and Asia. The Group operates in the 
UK through its subsidiaries, primarily The Prudential Assurance Company Limited, Prudential Annuities Limited, Prudential
Retirement Income Limited and M&G Investment Management Limited. In the US, the Group’s principal subsidiary is Jackson
National Life Insurance Company. In Asia, the Group’s main operations are in Hong Kong, Malaysia, Singapore and Taiwan.
On 20 February 2009, the Company announced that it had entered into an agreement subject to regulatory approval to transfer
the assets and liabilities of its agency distribution business and its agency force in Taiwan to China Life Insurance Company Ltd 
of Taiwan. Further details are set out in note I10 ‘Post Balance Sheet Events’ of the Group financial statements.

The Company is responsible for the financing of each of its subsidiaries.

2 Basis of preparation

The financial statements of the Company, which comprise the balance sheet and related notes, are prepared in accordance 
with Section 226 of, and Schedule 4 to, the Companies Act 1985, which apply to companies generally. The Company has taken
advantage of the exemption under Section 230 of the Companies Act 1985 from presenting its own profit and loss account.

The financial statements are prepared in accordance with applicable accounting standards under UK Generally Accepted

Accounting Practice (UK GAAP), including Financial Reporting Standards (FRS) and Statements of Standard Accounting 
Practice (SSAP).

The Company has not prepared a cash flow statement on the basis that its cash flow is included within the cash flow statement

in the consolidated financial statements. The Company is also exempt under the terms of FRS 8 from disclosing related party
transactions with entities that are part of the Group or investees of the Group. In addition, the Company has taken advantage of
the exemption within FRS 29, ‘Financial Instruments: Disclosures’, from the requirements of this standard on the basis that the
Company’s results are included in the publicly available consolidated financial statements of the Group that include disclosures
that comply with IFRS 7, ‘Financial Instruments: Disclosures’, which is equivalent to FRS 29.

UITF 44, ’Group and Treasury Share Transactions’ which is an interpretation of FRS 20, ’Share-based Payment’ became
effective in 2008. Where a parent company grants the options or awards of its equity instruments to employees of its subsidiary,
and such share-based compensation is accounted for as equity-settled in the consolidated financial statements, UITF 44 requires
the subsidiary to record a compensation expense with a corresponding increase in equity as a capital contribution equal to the
value of the share-based payment in accordance with FRS 20. Consequently, in the financial statements of the parent company,
an increase in the investment in the subsidiary is recorded for the value of the share options and awards granted to the employees
of the subsidiary. As a result of the adoption of UITF 44, the Company has recognised an addition to investment in subsidiary
undertakings of the aggregate amount of the contributions for equity instruments it granted, primarily under the Save As You Earn
(SAYE) plan, subsequent to 7 November 2002. As at 31 December 2008, the addition to investment in subsidiary undertakings of
the Company was £28 million with a corresponding credit to equity for the same amount. The 2007 comparatives have also been
adjusted accordingly for the adoption of UITF 44 with an addition to investment in subsidiary undertakings of £19 million and a
corresponding credit to equity. There is no impact on the profit or loss of the Company. 

In October 2008, the Accounting Standards Board (ASB) approved the ‘Amendments to FRS 26 (IAS 39) and FRS 29 (IFRS 7):

Reclassification of Financial Assets’ that permit the reclassification of certain ‘held for trading’ and ‘available-for-sale’ financial
assets into the ‘loans and receivables’ category carried at amortised cost if specific conditions are met and additional disclosures
are made regarding any assets so reclassified. The adoption of these amendments to FRS 26 and FRS 29 did not have an impact
on the balance sheet or profit and loss account of the Company as the Company has not made any such reclassification of
financial assets as permitted by the amendments. 

3 Significant accounting policies

Shares in subsidiary undertakings
Shares in subsidiary undertakings are shown at the lower of cost and estimated realisable value.

Loans to subsidiary undertakings
Loans to subsidiary undertakings are shown at cost, less provisions.

Derivatives
Derivative financial instruments are used to reduce or manage interest rate and currency exposures. The Company’s policy is that
amounts at risk through derivative transactions are covered by cash or by corresponding assets. Derivative financial instruments
are carried at fair value with changes in fair value included in the profit and loss account.

Under FRS 26, hedge accounting is permissible only if certain criteria are met regarding the establishment of documentation

and continued measurement of hedge effectiveness. For derivative financial instruments designated as fair value hedges, the
movements in the fair value are recorded in the profit and loss account with the accompanying change in fair value of the hedged
item attributable to the hedged risk.

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Notes on the parent company financial statements
continued

3 Significant accounting policies continued

Borrowings
Borrowings are initially recognised at fair value, net of transaction costs, and subsequently accounted for on an amortised cost
basis using the effective interest method. Under the effective interest method, the difference between the redemption value 
of the borrowing and the initial proceeds, net of transaction costs, is amortised through the profit and loss account to the date 
of maturity.

Dividends
Dividends are recognised in the period in which they are declared. Dividends declared after the balance sheet date in respect 
of the prior reporting period are treated as a non-adjusting event. 

Where scrip dividends are issued, the value of such shares, measured as the amount of the cash dividend alternative, is
credited to reserves and the amount in excess of the nominal value of the shares issued is transferred from the share premium
account to retained profit.

Share premium
The difference between the proceeds received on issue of shares and the nominal value of the shares issued is credited to the
share premium account.

Foreign currency translation
Foreign currency borrowings that have been used to finance or provide a hedge against Group equity investments in overseas
subsidiaries are translated at year end exchange rates. The impact of these currency translations is recorded within the profit and
loss account for the year.

Other assets and liabilities denominated in foreign currencies are also converted at year end exchange rates with the related

foreign currency exchange gains or losses reflected in the profit and loss account for the year.

Tax
Current tax expense is charged or credited to operations based upon amounts estimated to be payable or recoverable as a result
of taxable operations for the current year. To the extent that losses of an individual UK company are not offset in any one year,
they can be carried back for one year or carried forward indefinitely to be offset against profits arising from the same company.

Deferred tax assets and liabilities are recognised in accordance with the provisions of FRS 19. The Company has chosen not 

to apply the option available of recognising such assets and liabilities on a discounted basis to reflect the time value of money.
Except as set out in FRS 19, deferred tax is recognised in respect of all timing differences that have originated but not reversed 
by the balance sheet date. Deferred tax assets are recognised to the extent that it is regarded as more likely than not that they 
will be recovered.

The Group’s UK subsidiaries each file separate tax returns. In accordance with UK tax legislation, where one domestic UK
company is a 75 per cent owned subsidiary of another UK company or both are 75 per cent owned subsidiaries of a common
parent, the companies are considered to be within the same UK tax group. For companies within the same tax group, trading
profits and losses arising in the same accounting period may be offset for the purposes of determining current and deferred taxes.

Pensions
The Company assumes a portion of the pension surplus or deficit of the Group’s largest pension scheme, the Prudential Staff
Pension Scheme (PSPS) and applied the requirements of FRS 17 (as amended in December 2006) to its interest in the PSPS
surplus or deficit. Further details are disclosed in note 8.

A pension surplus or deficit is recorded as the difference between the present value of the scheme liabilities and the fair value
of the scheme assets. The Company’s share of pension surplus is recognised to the extent that the Company was able to recover 
a surplus either through reduced contributions in the future or through refunds from the scheme. 

The assets and liabilities of the defined benefit pension schemes of the Prudential Group are subject to a full triennial actuarial
valuation using the projected unit method. Estimated future cash flows are then discounted at a high quality corporate bond rate,
adjusted to allow for the difference in duration between the bond index and the pension liabilities where appropriate, to
determine its present value. These calculations are performed by independent actuaries.

The aggregate of the actuarially determined service costs of the currently employed personnel and the unwind of the
discount on liabilities at the start of the period, gains and losses on settlements and curtailments, less the expected investment
return on the scheme assets at the start of the period, is recognised in the profit and loss account. To the extent that part or all 
of the Company’s interest in the pension surplus is not recognised as an asset, the unrecognised surplus is initially applied to
extinguish any past service costs, losses on settlements or curtailments that would otherwise be included in the profit and loss
account. Next, the expected investment return on the scheme’s assets is restricted so that it does not exceed the total of the
current service cost, interest cost and any increase in the recoverable surplus. Any further adjustment for the unrecognised
surplus is treated as an actuarial gain or loss.

Actuarial gains and losses as a result of the changes in assumptions, the difference between actual and expected investment
return on scheme assets and experience variances are recorded in the statement of total recognised gains and losses. Actuarial
gains and losses also include adjustment for unrecognised pension surplus as described above.

308 Prudential plc Annual Report 2008

Share-based payments
The Group offers share award and option plans for certain key employees and a SAYE plan for all UK and certain overseas
employees. The share-based payment plans operated by the Group are mainly equity-settled plans with a few cash-settled plans. 
Following the adoption of UITF 44, where the Company, as the parent company, grants the options or awards of its equity

instruments to employees of its subsidiary, and such share-based payment is accounted for as equity-settled in the Group
financial statements, the Company records an increase in the investment in the subsidiary undertakings for the value of the 
share options and awards granted with a corresponding credit entry recognised directly in equity. The value of the share options
and awards granted is based upon the fair value of the options and awards at the grant date, the vesting period and the 
vesting conditions.

4 Investments of the Company

At beginning of year
Additional investment in subsidiary undertakings
Writedown of investment in subsidiary undertaking
Net advance of loans 

At end of year

2008 £m

Shares in
subsidiary
undertakings

Loans to
subsidiary
undertakings

7,170
35
(12)
–

7,193

2,809
–
–
403

3,212

The investments of the Company in shares in subsidiary undertakings at the beginning of the year increased by £19 million from
the previously published £7,151 million to £7,170 million following the adoption of UITF 44. This reflects the value of the share-
based payments granted by the Company to employees of its subsidiary undertakings up to 31 December 2007. The additional
investment in subsidiary undertakings during 2008 of £35 million as shown in the table above includes £9 million in respect of the
further amount of share-based payments recognised in 2008. 

5 Subsidiary undertakings

The principal subsidiary undertakings of the Company at 31 December 2008, all wholly-owned except PCA Life Assurance
Company Limited, were:

The Prudential Assurance Company Limited
Prudential Annuities Limited*
Prudential Retirement Income Limited (PRIL)*
M&G Investment Management Limited*
Jackson National Life Insurance Company*
Prudential Assurance Company Singapore (Pte) Limited*
PCA Life Assurance Company Limited* (99% owned)

*Owned by a subsidiary undertaking of the Company.

Main activity

Country of incorporation

Insurance
Insurance
Insurance
Asset management
Insurance
Insurance
Insurance

England and Wales
England and Wales
Scotland
England and Wales
US
Singapore
Taiwan

Each subsidiary has one class of ordinary shares and operates mainly in its country of incorporation, except for PRIL which
operates mainly in England and Wales.

On 20 February 2009, the Company announced that it had entered into an agreement to transfer the assets and liabilities of 

its agency distribution business and its agency force in Taiwan to China Life Insurance Company Ltd of Taiwan. The business
being transferred represents 94 per cent of the in-force liabilities in Taiwan. Further details are set out in note I10 ‘Post Balance
Sheet Events’ of the Group financial statements.

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Notes on the parent company financial statements
continued

Core structural borrowings

Other borrowings 

Total

2008 £m

2007 £m 

2008 £m

2007 £m

2008 £m

2007 £m

6 Borrowings

Core structural borrowings:

£249m 5.5% Bonds 2009  
¤500m 5.75% Subordinated 

Notes 2021note i 

£300m 6.875% Bonds 2023 
¤20m Medium-Term Subordinated

Notes 2023note ii

£250m 5.875% Bonds 2029
£435m 6.125% Subordinated Notes 2031
US$1,000m 6.5% Perpetual Subordinated

Capital Securitiesnote iii

US$250m 6.75% Perpetual Subordinated

Capital Securitiesnote iv

US$300m 6.5% Perpetual Subordinated

Capital Securitiesnotes iv,v,vi

249

482
300

19
249
427

696

173

186

248

365 
300

15
249
427

485

124

150

Total core structural borrowings
Other borrowings:

Commercial papernote vii
Medium-Term Notes 2008note vii
Floating Rate Notes 2009note viii
Medium-Term Notes 2010note vii

2,781

2,363

–
–
–
–

–
–
–
–

Total borrowings

2,781

2,363

Borrowings are repayable as follows:
Within 1 year or on demand
Between 1 and 5 years
After 5 years

Recorded in the balance sheet as:
Subordinated liabilitiesnote ix
Debenture loans

249
–
2,532

2,781

1,983
798

2,781

–
248
2,115

2,363

1,566
797

2,363

–

–
–

–
–
–

–

–

–

–

1,269
–
200
9

1,478

1,469
9
–

1,478

–

–
–

–
–
–

–

–

–

–

2,422
48
–
7

2,477

2,470
7
–

2,477

249

482
300

19
249
427

696

173

186

2,781

1,269
–
200
9

4,259

1,718
9
2,532

4,259

248

365
300

15
249
427

485

124

150

2,363

2,422
48
–
7

4,840

2,470
255
2,115

4,840

Notes
i

The ¤500 million 5.75 per cent borrowings have been swapped into borrowings of £333 million with interest payable at six month £Libor plus
0.962 per cent.
The ¤20 million Medium-Term Subordinated Notes were issued at 20-year Euro Constant Maturity Swap (capped at 6.5 per cent). These have been
swapped into borrowings of £14 million with interest payable at three month £Libor plus 1.2 per cent.
Interest on the US$1,000 million 6.5 per cent borrowings was swapped into floating rate payments at three month US$Libor plus 0.80 per cent. 
In January 2009, this swap was cancelled.

ii

iii

iv The US$250 million 6.75 per cent borrowings and the US$300 million 6.5 per cent borrowings can be converted, in whole or in part, at the

Company’s option and subject to certain conditions, on any interest payment date falling on or after 23 March 2010 and 23 March 2011 respectively,
into one or more series of Prudential preference shares.
Interest on the US$300 million 6.5 per cent borrowings was swapped into floating rate payments at three month US$Libor plus 0.0225 per cent.
In January 2008, this was swapped back into fixed rate payments at 6.5 per cent.

v

vi Hedge accounting is applied at both the Group consolidated level and Company level. Due to different dates for commencement of this accounting

treatment, the hedge values differ between these two levels.

vii These borrowings support a short-term fixed income securities programme.
viii In October 2008, the Company issued £200 million Floating Rate Notes, maturing in April 2009. These were wholly subscribed to by a Group

subsidiary and accordingly have been eliminated on consolidation in the Group financial statements.

ix The interests of the holders of the Subordinated Notes and the Subordinated Capital Securities are subordinate to the entitlements of other creditors

of the Company. 

310 Prudential plc Annual Report 2008

7 Derivative financial instruments

Derivative financial instruments held to manage interest rate

and currency profile:
Interest rate swaps
Cross-currency swaps
Inflation-linked swap
Forward foreign currency contracts

Total

2008 £m

2007 £m

Fair value
assets

Fair value
liabilities

Fair value
assets

Fair value
liabilities

19
182
–
66

267

17
–
162
56

235

8
2
–
–

10

17
1
82
44

144

The change in fair value of the derivative financial instruments of the Company was a loss before tax of £343 million 
(2007: gain before tax of £13 million).

The Company has a US$1,000 million and a US$300 million fair value hedge in place which hedges the interest exposures 
on the US$1,000 million 6.5 per cent perpetual subordinated capital securities and the US$300 million 6.5 per cent perpetual
subordinated capital securities, respectively. Subsequent to the year end, in January 2009, the interest rate swap to hedge the
interest exposure on the US$1,000 million 6.5 per cent perpetual subordinated capital securities was cancelled. The derivative
financial instruments were valued internally using standard market practices. In accordance with the Company’s risk management
framework, all internally generated valuations are subject to independent assessment against external counterparties’ valuations.

8 Pension scheme financial position

The majority of UK Prudential staff are members of the Group’s pension schemes. The largest scheme is the Prudential Staff
Pension Scheme (PSPS) which is primarily a closed defined benefit scheme. At 31 December 2008, on the FRS 17, ‘Retirement
Benefits’ basis of valuation, the underlying pension liabilities of PSPS accounted for 87 per cent (2007: 87 per cent) of the
liabilities of the Group’s defined benefit schemes.

For the purpose of preparing consolidated financial statements, the Group applies IFRS basis accounting including IAS 19,
‘Employee Benefits’. However, the individual accounts of the Company continue to follow UK GAAP. In 2006, the Company early
adopted the amendment to FRS 17 issued in December 2006 which aligned the FRS 17 disclosures with IAS 19. In 2008, the
Group adopted IFRIC 14, an interpretation guidance to IAS 19 with the effect of derecognising the Group’s interest in PSPS
surplus and recognising an additional liability for the deficit funding for PSPS to 5 April 2010 in the Group financial statements.
Further details are described in note I1 ‘Staff and pension plans’ of the notes on the financial statements of the Group.

At 31 December 2005, the allocation of surpluses and deficits attaching to PSPS between the Company and the unallocated

surplus of the Prudential Assurance Company’s (PAC) with-profits funds was apportioned in the ratio 30/70 between the
Company and the PAC with-profits fund following detailed consideration of the sourcing of previous contributions. This ratio was
applied to the base deficit position at 1 January 2006 and for the purpose of determining the allocation of the movements in that
position up to 31 December 2008. The FRS 17 service charge and ongoing employer contributions are allocated by reference to
the cost allocation for current activity.

Defined benefit schemes are generally required to be subject to full actuarial valuation every three years to assess the

appropriate level of funding for schemes having regard to their commitments. These valuations include assessments of the likely
rate of return on the assets held within the separate trustee administered funds. PSPS was last actuarially valued as at 5 April 2005
using the projected unit method. This valuation demonstrated the scheme to be 94 per cent funded, with a shortfall of actuarially
determined assets to liabilities of six per cent, representing a deficit of £243 million. As a result, changes to the basis of funding for
the scheme from 2006 onwards were made. Deficit funding amounts designed to eliminate the actuarial deficit over a 10-year
period have been and are being made. Based on this valuation, total contributions to the scheme for deficit funding and employer
contributions for ongoing service for current employees are expected to be of the order of £70 to £75 million per annum subject
to a reassessment when the subsequent valuation is completed. In 2008, total contributions for the year, including expenses and
augmentations, were £79 million (2007: £82 million). The PSPS valuation as at 5 April 2008 is currently being finalised.

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311

 
Notes on the parent company financial statements
continued

8 Pension scheme financial position continued

Using external actuarial advice provided by the professionally qualified actuaries, Watson Wyatt Partners, for the valuation of
PSPS, the most recent full valuations have been updated to 31 December 2008 applying the principles prescribed by FRS 17.

The key assumptions adopted were:

Rate of inflation
Rate of increase in salaries
Rate of increase in pension payments for inflation:

Guaranteed (maximum 5%)
Guaranteed (maximum 2.5%)
Discretionary

Rate used to discount scheme liabilities

Long-term expected rate of return

Equities
Bonds
Properties
Other assets

Weighted average long-term expected rate of return

2008 %

2007 %

3.0
5.0

3.0
2.5
2.5
6.1

3.3
5.3

3.3
2.5
2.5
5.9

Prospectively for 2009 %

2008 %

2007 %

6.8
4.8
6.05
2.0

4.5

7.5
5.5
6.75
5.5

6.2

7.5
4.9
6.8
5.0

5.9

The long-term expected rates of return have been determined after applying due consideration to the requirements of paragraph
54 of FRS 17, in particular, taking account of the values of the assets.

Further details on the PSPS scheme, including mortality assumptions, are shown in note I1 ‘Staff and pension plans’ of the

notes on the financial statements of the Group.
The assets and liabilities of PSPS were:

31  Dec  2008

31  Dec  2007

31  Dec  2006

Equities
Bonds
Properties
Cash-like investments

Total value of assets
Present value of scheme liabilities

Underlying surplus in the scheme 

Surplus in the scheme recognised by the 

Company

After deducting deferred tax, the amounts 
reflected in the balance sheet of the 
Company are

%

28.3
43.8
12.2
15.7

100.0

%

26.1
23.2
11.2
39.5

100.0

%

17.1
50.6
5.9
26.4

100.0

Value
£m

823
2,430
283
1,267

4,803
4,075

728

50

36

Value
£m

1,278
1,134
545
1,932

4,889
4,361

528

163

117

Value
£m

1,346
2,077
580
745

4,748
4,607

141

48

34

The surplus in the scheme recognised in the balance sheet of the Company represents the element of the amount which is
recoverable through reduced future contribution and is net of the apportionment to the PAC with-profits fund.

312 Prudential plc Annual Report 2008

Underlying scheme assets and liabilities of PSPS
The change in the present value of the underlying scheme liabilities and the change in the fair value of the underlying assets of
PSPS are as follows:

Present value of scheme liabilities, beginning of year
Service costs 
Interest costs
Curtailment credit
Employee contributions
Actuarial losses
Benefit payments

Present value of scheme liabilities, end of year

Fair value of scheme assets, beginning of year
Expected return on scheme assets
Employee contributions
Employer contributions*
Actuarial losses
Benefit payments

Fair value of scheme assets, end of year

*The contributions include deficit funding and ongoing service contributions.

Pension credit (charge) and actuarial gains (losses) of PSPS
The pension charge recognised in the Company’s profit and loss account is as follows:

Pension credit (charge)
Operating charge:
Service costs

Finance income (expense):

Interest on scheme liabilities
Expected return on scheme assets

Curtailment credit

Total pension credit

2008 £m

2007 £m

4,361
26
250
(30)
1
(327)
(206)

4,075

4,607
39
234
–
2
(314)
(207)

4,361

2008 £m

2007 £m

4,889
299
1
79
(259)
(206)

4,803

4,748
276
2
82
(12)
(207)

4,889

2008 £m

2007 £m

(26)

(250)
299
49
30

53

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(39)

(234)
276
42
–

3

Pension charge attributable to the Company

(4)

(12)

The pension charge attributable to the Company is net of the apportionment to the PAC with-profits funds and corresponds 
to the surplus recognised on the balance sheet of the Company. In 2008, an amount of £9 million was applied to extinguish the
curtailment credit attributable to the Company from the unrecognised portion of the pension surplus at 31 December 2008.

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313

 
Notes on the parent company financial statements
continued

8 Pension scheme financial position continued

Actuarial gains (losses):
Actual less expected return on scheme assets 
(5% (2007: 0%) (2006: 3%) (2005: 11%) 
(2004: 3%) of assets)

Experience gains (losses) on scheme liabilities 
(3% (2007: 0%) (2006: 0%) (2005: 0%) 
(2004: 1%) of liabilities)

Changes in assumptions underlying the present 

value of scheme liabilities

Total actuarial gains (2% (2007: 7%) (2006: 8%) 

(2005: 2%) (2004: (1)%) of the present value 
of the scheme liabilities)

Actuarial (losses) gains attributable to the Company

2008 £m

2007 £m

2006 £m

2005 £m

2004 £m

(259)

(12)

141

500

104

127

200

68

(143)

(10)

324

302

91

17

232

390

118

–

(25)

(405)

(128)

95

(30)

(49)

(10)

The total actual return on scheme assets for PSPS was a loss of £40 million (2007: a gain of £264 million).

The experience gains on scheme liabilities in 2008 of a gain of £127 million relate mainly to the ‘true-up’ reflecting

improvements in data consequent upon the ongoing triennial valuation of PSPS.

The actuarial gains (losses) attributable to the Company are net of the apportionment to the PAC with-profits funds and
correspond to the surplus (deficit) recognised on the balance sheet of the Company. In 2008, the actuarial losses attributable to
the Company included an amount of £164 million for the unrecognised portion of surplus which has not been deducted from the
pension credit (charge).

The actuarial losses before tax of £143 million (2007: gains of £91 million) attributable to the Company net of related tax are

recorded in the statement of total recognised gains and losses. Cumulative actuarial gains as at 31 December 2008 amount to 
£91 million (2007: £234 million). 

The 2005 actuarial losses attributable to the Company reflected the changed estimate of allocation in the deficit of PSPS from

a ratio of 20/80 between the Company and the PAC with-profits fund prior to 2005 to a ratio of 30/70 from 2005 onwards.

Total employer contributions expected to be paid into the PSPS defined benefit scheme for the year ending 

31 December 2009 amount to £78 million, subject to a reassessment when the valuation as at 5 April 2008 is completed.

9 Share capital and share premium

The authorised share capital of the Company at both 31 December 2008 and 31 December 2007 was £220 million (divided into
4,000,000,000 ordinary shares of 5 pence each and 2,000,000,000 sterling preference shares of 1 pence each) and US$20 million
(divided into 2,000,000,000 US dollar preference shares of 1 cent each) and €20 million (divided into 2,000,000,000 Euro
preference shares of 1 cent each). None of the preference shares has been issued. A summary of the ordinary shares in issue is
set out below:

Issued shares of 5 pence each fully paid

At beginning of year
Shares issued under share option schemes
Shares issued in lieu of cash dividends
Transfer to retained profit in respect of shares issued in lieu of cash dividends

At end of year

Number of
shares

2,470,017,240
2,307,469
24,622,979
–

2,496,947,688

2008

Share 
capital
£m

Share
premium
£m

123
–
2
–

125

1,828
12
156
(156)

1,840

At 31 December 2008, there were options subsisting under share option schemes to subscribe for 6,825,343 (2007: 9,017,442)
shares at prices ranging from 266 pence to 617 pence (2007: 266 pence to 695 pence) and exercisable by the year 2015
(2007: 2014). In addition, there were 967,652 (2007: 2,037,220) conditional options outstanding under the Restricted Share Plan
exercisable at nil cost within a 10-year period. No further options will be issued under the Restricted Share Plan which has been
replaced by the Group Performance Share Plan. There were 4,906,234 (2007: 3,485,617) conditional options outstanding under
the Group Performance Share Plan exercisable at nil cost within a 10-year period. Further information on the Group’s employee
share options is given in note I2 ‘Share-based payments’ of the notes on the financial statements of the Group.

314 Prudential plc Annual Report 2008

10 Profit of the Company and reconciliation of movement in shareholders’ funds

The profit after tax of the Company for the year was £486 million (2007: loss of £17 million). After dividends of £453 million
(2007: £426 million), actuarial gains (losses) net of tax in respect of the pension scheme of £(103) million (2007: gain of
£66 million), share based payment reserve movement of £9 million (2007: £5 million) and a transfer from the share premium
account of £156 million (2007: £175 million) in respect of shares issued in lieu of cash dividends, retained profit at 31 December
2008 amounted to £1,280 million (2007: £1,185 million). 

A reconciliation of the movement in shareholders’ funds of the Company for the years ended 31 December 2008 and 2007 

is given below:

Profit (loss) for the year
Dividends

Actuarial (losses) gains recognised in respect of the pension scheme net of related taxnote 8
New share capital subscribednote 9
Reserve movements in respect of share-based paymentsnote 4

Net movement in shareholders’ funds

Shareholders’ funds at beginning of year, as previously published
Effect of the adoption of UITF 44 on share-based paymentsnote 4

Shareholders’ funds at beginning of year, after change of accounting policies

2008 £m

2007 £m

486
(453)

33
(103)
170
9

109

3,117
19

3,136

(17)
(426)

(443)
66
182
5

(190)

3,312
14

3,326

Shareholders’ funds at end of year

3,245

3,136

Further information on the adoption of UITF 44 is provided in note 2. 

11 Other information

a

Information on directors’ remuneration is given in the directors’ remuneration report section of this Annual Report and note I3
‘Key management remuneration’ of the notes on the financial statements of the Group. 

b Information on transactions of the directors with the Group is given in note I5 ‘Related party transactions’ of the notes on the

financial statements of the Group. 

c The Company employs no staff.
d Fees payable to the Company’s auditor for the audit of the Company’s annual accounts were £0.1 million (2007: £0.1 million).

In addition, the Company paid fees for other services of £0.2 million (2007: £0.2 million). 
In certain instances the Company has guaranteed that its subsidiaries will meet their obligations when they fall due for payment.

e

12 Post balance sheet events

On 20 February 2009, the Company announced that it had entered into an agreement to transfer the assets and liabilities of 
its agency distribution business and its agency force in Taiwan to China Life Insurance Company Ltd of Taiwan. The business
being transferred represents 94 per cent of the in-force liabilities in Taiwan. Further details are set out in note I10 of the Group
financial statements.

A final dividend of 12.91 pence per share was proposed by the directors on 18 March 2009. Subject to shareholders’ approval,
the dividend will be paid on 22 May 2009 to shareholders on the register at the close of business on 14 April 2009. The dividend
will absorb an estimated £322 million of shareholders’ funds. A scrip dividend alternative will be offered to shareholders. 

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315

 
Statement of directors’ responsibilities in respect 
of the Annual Report and the financial statements

The directors are responsible for keeping proper accounting
records that disclose with reasonable accuracy at any time the
financial position of the parent company and enable them to
ensure that its financial statements comply with the Companies
Act 1985. They have general responsibility for taking such
steps as are reasonably open to them to safeguard the assets 
of the Group and to prevent and detect fraud and other
irregularities. 

Under applicable law and regulations, the directors are 
also responsible for preparing a directors’ report, directors’
remuneration report and corporate governance statement 
that comply with that law and those regulations. 

The directors are responsible for the maintenance and 
integrity of the corporate and financial information included 
on the Company’s website. Legislation in the UK governing 
the preparation and dissemination of financial statements may
differ from legislation in other jurisdictions.

The directors of Prudential plc, whose names and positions 
are set out on pages 80 to 82 confirm that to the best of their
knowledge:

• The financial statements, prepared in accordance with the
applicable set of accounting standards, give a true and fair
view of the assets, liabilities, financial position and profit or
loss of the Company and the undertakings included in the
consolidation taken as a whole; and

• the directors’ report includes a fair review of the

development and performance of the business and the
position of the Company and the undertakings included 
in the consolidation taken as a whole, together with a
description of the principal risks and uncertainties that 
they face.

The directors are responsible for preparing the Annual Report
and the Group and parent company financial statements in
accordance with applicable law and regulations.

Company law requires the directors to prepare Group and
parent company financial statements for each financial year.
Under that law the directors are required to prepare the 
Group financial statements in accordance with International
Financial Reporting Standards (IFRS) as adopted by the
European Union (EU) and applicable law and have elected 
to prepare the parent company financial statements in
accordance with UK Accounting Standards and applicable 
law (UK Generally Accepted Accounting Practice). 

The Group financial statements are required by law and IFRS 
as adopted by the EU to present fairly the financial position and
performance of the Group; the Companies Act 1985 provides
in relation to such financial statements that references in the
relevant part of that Act to financial statements giving a true
and fair view are references to their achieving a fair
presentation. 

The parent company financial statements are required by 
law to give a true and fair view of the state of affairs of the
parent company. 

In preparing each of the Group and parent company financial
statements, the directors are required to: 

• Select suitable accounting policies and then apply 

them consistently; 

• make judgements and estimates that are reasonable 

and prudent; 

• for the Group financial statements, state whether they 

have been prepared in accordance with IFRS as adopted 
by the EU; 

• for the parent company financial statements, state whether
applicable UK Accounting Standards have been followed,
subject to any material departures disclosed and explained 
in the parent company financial statements; and

• prepare the financial statements on the going concern basis
unless it is inappropriate to presume that the Group and the
parent company will continue in business.

316 Prudential plc Annual Report 2008

Independent auditor’s report to the members 
of Prudential plc

We have audited the Group and parent company financial
statements (the financial statements) of Prudential plc for 
the year ended 31 December 2008 which comprise the
consolidated Group income statement, the consolidated
Group and parent company balance sheets, the consolidated
Group cash flow statement, the consolidated Group statement
of change in shareholders’ equity and the related notes on
pages 131 to 315. These financial statements have been
prepared under the accounting policies set out therein.
We have also audited the information in the directors’
remuneration report on pages 102 to 127 that is described 
as having been audited.

This report is made solely to the Company’s members, 
as a body, in accordance with Section 235 of the Companies
Act 1985. Our audit work has been undertaken so that we
might state to the Company’s members those matters we are
required to state to them in an auditor’s report and for no other
purpose. To the fullest extent permitted by law, we do not
accept or assume responsibility to anyone other than the
Company and the Company’s members as a body, for our audit
work, for this report, or for the opinions we have formed.

Respective responsibilities of directors and auditor
The directors’ responsibilities for preparing the Annual Report
and the Group financial statements in accordance with
applicable law and International Financial Reporting Standards
(IFRS) as adopted by the European Union (EU), and for
preparing the parent company financial statements and the
directors’ remuneration report in accordance with applicable
law and United Kingdom Accounting Standards (United
Kingdom Generally Accepted Accounting Practice) are set out
in the statement of directors’ responsibilities on page 316. 
Our responsibility is to audit the financial statements and the
part of the directors’ remuneration report to be audited in
accordance with relevant legal and regulatory requirements
and International Standards on Auditing (UK and Ireland).

We report to you our opinion as to whether the financial
statements give a true and fair view and whether the financial
statements and the part of the directors’ remuneration report
to be audited have been properly prepared in accordance with
the Companies Act 1985 and, as regards the Group financial
statements, Article 4 of the International Auditing Standards
Regulation (IAS Regulation). We also report to you whether 
in our opinion the information given in the directors’ report is
consistent with the financial statements. In addition, we report
to you if, in our opinion, the Company has not kept proper
accounting records, if we have not received all the information
and explanations we require for our audit, or if information
specified by law regarding directors’ remuneration and other
transactions is not disclosed.

We review whether the corporate governance statement
reflects the Company’s compliance with the nine provisions 
of the 2006 Combined Code specified for our review by the
Listing Rules of the Financial Services Authority, and we report
if it does not. We are not required to consider whether the
Board’s statements on internal control cover all risks and
controls, or form an opinion on the effectiveness of the
Group’s corporate governance procedures or its risk and
control procedures.

We read other information contained in the Annual Report 
and consider whether it is consistent with the audited financial
statements. We consider the implications for our report if we
become aware of any apparent mis-statements or material
inconsistencies with the financial statements. Our
responsibilities do not extend to any other information.

Basis of audit opinion
We conducted our audit in accordance with International
Standards on Auditing (UK and Ireland) issued by the Auditing
Practices Board. An audit includes examination, on a test basis,
of evidence relevant to the amounts and disclosures in the
financial statements and the part of the directors’ remuneration
report to be audited. It also includes an assessment of the
significant estimates and judgements made by the directors 
in the preparation of the financial statements, and of whether
the accounting policies are appropriate to the Group’s and
Company’s circumstances, consistently applied and
adequately disclosed.

We planned and performed our audit so as to obtain all the
information and explanations which we considered necessary
in order to provide us with sufficient evidence to give
reasonable assurance that the financial statements and the part
of the directors’ remuneration report to be audited are free
from material mis-statement, whether caused by fraud or other
irregularity or error. In forming our opinion we also evaluated
the overall adequacy of the presentation of information in the
financial statements and the part of the directors’ remuneration
report to be audited.

Opinion
In our opinion:

• The Group financial statements give a true and fair view, 

in accordance with IFRS as adopted by the European Union,
of the state of the Group’s affairs as at 31 December 2008
and of its loss for the year then ended;

• the Group financial statements have been properly prepared
in accordance with the Companies Act 1985 and Article 4 of
the IAS Regulation;

• the parent company financial statements give a true and 
fair view, in accordance with United Kingdom Generally
Accepted Accounting Practice, of the state of the parent
company’s affairs as at 31 December 2008;

• the parent company financial statements and the part of 

the directors’ remuneration report to be audited have been
properly prepared in accordance with the Companies 
Act 1985; and

• the information given in the directors’ report is consistent

with the financial statements.

KPMG Audit Plc
Chartered Accountants
Registered Auditor
London

18 March 2009

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317

 
 
 
 
European Embedded Value (EEV) basis supplementary information
Year ended 31 December 2008

Operating profit from continuing operations based on longer-term investment returns*

Results analysis by business area

Asian operations
New business
Business in force

Long-term business
Asset management 
Development expenses

Total

US operations
New business
Business in force

Long-term business
Broker-dealer and asset management
Curian

Total

UK operations
New business
Business in force

Long-term business
General insurance commission

Total UK insurance operations
M&G

Total

Other income and expenditure
Investment return and other income
Interest payable on core structural borrowings
Corporate expenditure:

Group Head Office (GHO)
Asia Regional Head Office

Charge for share-based payments for Prudential schemes

Total

Restructuring costs†

Operating profit from continuing operations based on longer-term investment returns

Analysed as profits (losses) from:

New business
Business in force

Long-term business
Asset management
Other results

Total

Note

2008 £m

2007 £m

5(b)
6

5(b)
6

5(b)
6

7

8

5(b)
6

741
568

1,309
52
(26)

1,335

293
293

586
10
(3)

593

273
764

1,037
44

1,081
286

1,367

47
(172)

(130)
(41)
(6)

(302)

(32)

2,961

1,307
1,625

2,932
345
(316)

2,961

643
399

1,042
72
(15)

1,099

285
342

627
13
(5)

635

277
578

855
4

859
254

1,113

49
(168)

(129)
(38)
(11)

(297)

(20)

2,530

1,205
1,319

2,524
334
(328)

2,530

*EEV basis operating profit from continuing operations based on longer-term investment returns excludes short-term fluctuations in investment returns,
the mark to market value movements on core borrowings, the shareholders’ share of actuarial and other gains and losses on defined benefit pension
schemes and the effect of changes in economic assumptions and changes in the time value of cost of options and guarantees arising from changes in
economic factors. The amounts for these items are included in total EEV profit attributable to shareholders. The directors believe that operating profit, 
as adjusted for these items, better reflects underlying performance. Profit before tax and basic earnings per share include these items together with 
actual investment returns. This basis of presentation has been adopted consistently throughout this supplementary information.
†Restructuring costs comprise the charge of £28 million recognised on an IFRS basis and an additional £4 million recognised on the EEV basis for the
shareholders’ share of costs incurred by the PAC with-profits fund.

The results for continuing operations shown above exclude those in respect of discontinued banking operations, which were sold on 1 May 2007. 

In addition, there have been some minor adjustments to 2007 comparatives, as detailed in notes 4f, 5 and 20.

318 Prudential plc Annual Report 2008

Summarised consolidated income statement – EEV basis

Year ended 31 December 2008

Operating profit from continuing operations based on longer-term investment returns
Asian operations
US operations
UK operations:

UK insurance operations
M&G

Other income and expenditure
Restructuring costs

Operating profit from continuing operations based on longer-term investment returns
Short-term fluctuations in investment returns
Mark to market value movements on core borrowings
Shareholders’ share of actuarial and other gains and losses on defined benefit pension schemes
Effect of changes in economic assumptions and time value of cost of options and guarantees

(Loss) profit from continuing operations before tax (including actual investment returns)
Tax attributable to shareholders’ (loss) profit

(Loss) profit from continuing operations for the financial year after tax before minority interests
Discontinued operations (net of tax)

(Loss) profit for the year

Attributable to:

Equity holders of the Company
Minority interests

(Loss) profit for the year

Earnings per share (in pence) – EEV basis

Year ended 31 December 2008

Continuing operations
From operating profit based on longer-term investment returns, after related tax 

and minority interests of £2,191m (2007: £1,821m)

Based on (loss) profit from continuing operations after tax and minority interests 

of £(1,338)m (2007: £2,722m)

Discontinued operations
Based on profit from discontinued operations after tax and minority interests

Total – based on (loss) profit for the year after tax and minority interests 

of £(1,338)m (2007: £2,963m)

Average number of shares (millions)

Dividends per share (in pence)

Year ended 31 December 2008

Dividends relating to the reporting period:
Interim dividend (2008 and 2007)
Final dividend (2008 and 2007)

Total

Dividends declared and paid in the reporting period:

Current year interim dividend
Final dividend for prior year

Total

Note

2008 £m

2007 £m

8

9
10
11
12

13

1,335
593

1,081
286
1,367

(302)
(32)

2,961
(5,127)
656
(15)
(581)

(2,106)
771

(1,335)
–

(1,335)

(1,338)
3

(1,335)

1,099
635

859
254
1,113

(297)
(20)

2,530
174
223
(5)
748

3,670
(927)

2,743
241

2,984

2,963
21

2,984

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Note

2008

2007

14

14

88.6p

74.5p

(54.1)p

111.3p

–

9.9p

(54.1)p

2,472

121.2p

2,445

2008

2007

5.99p
12.91p

18.90p

5.99p
12.30p

18.29p

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5.70p
12.30p

18.00p

5.70p
11.72p

17.42p

319

European Embedded Value (EEV) basis supplementary information
Year ended 31 December 2008
continued

Movement in shareholders’ equity (excluding minority interests) – EEV basis

Year ended 31 December 2008

(Loss) profit for the year attributable to equity shareholders 
Items taken directly to equity:
Exchange movements
Unrealised valuation movements on securities classified as available-for-sale 

of discontinued banking operations

Movement on cash flow hedges
Related tax
Dividends
New share capital subscribed
Reserve movements in respect of share-based payments
Treasury shares:

Movement in own shares in respect of share-based payment plans
Movement on Prudential plc shares purchased by unit trusts consolidated under IFRS
Mark to market value movements on Jackson assets backing surplus and required capital

Net increase in shareholders’ equity

Shareholders’ equity at beginning of year (excluding minority interests)

As previously reported
Effect of adoption of principles of IFRIC 14 for accounting for pension schemes

After adoption of IFRIC 14

Shareholders’ equity at end of year (excluding minority interests)

16

20

15,16

Comprising:

Asian operations:
Net assets
Acquired goodwill

US operations

UK operations:

Insurance business
M&G:

Net assets
Acquired goodwill

Note

2008 £m

2007 £m

(1,338)

2,963

4(h)

2,010

64

(2)
(3)
3
(426)
182
18

7
4
(13)

2,797

11,883
(80)

11,803

14,600

3,837
172

4,009

3,686

6,497

271
1,153

7,921

–
–
119
(453)
170
18

3
(25)
(148)

356

14,779
(179)

14,600

14,956

5,431
172

5,603

4,453

4,919

147
1,153

6,219

Other operations:

Holding company net borrowings at market value
Other net liabilities

Shareholders’ equity at end of year (excluding minority interests)

Representing:

Long-term business operations
Other operations

Net asset value per share
Based on EEV basis shareholders’ equity of £14,956m (2007: £14,600m) (in pence)
Number of issued shares at year end (millions)

Return on embedded value*

15

(818)
(501)

(873)
(143)

15,16

14,956

14,600

14,522
434

14,956

599p
2,497

13,828
772

14,600

591p
2,470

15.0%

15.4%

*Return on embedded value is based on EEV operating profit from continuing operations after tax and minority interests as a percentage of opening 

EEV basis shareholders’ equity.

320 Prudential plc Annual Report 2008

Summarised consolidated balance sheet – EEV basis

31 December 2008

Total assets less liabilities, excluding insurance funds
Less insurance funds:*

Policyholder liabilities (net of reinsurers’ share) and unallocated surplus of with-profits funds
Less shareholders’ accrued interest in the long-term business

Total net assets

Share capital
Share premium
IFRS basis shareholders’ reserves

Total IFRS basis shareholders’ equity
Additional EEV basis retained profit

Note

2008 £m

2007 £m

186,209

195,596

(181,151)
9,898

(189,534)
8,538

(171,253)

(180,996)

16

14,956

14,600

125
1,840
3,093

5,058
9,898

123
1,828
4,111

6,062
8,538

Shareholders’ equity (excluding minority interests)

16

14,956

14,600

*Including liabilities in respect of insurance products classified as investment contracts under IFRS 4.

The supplementary information on pages 318 to 356 was approved by the Board of directors on 18 March 2009.

Harvey McGrath
Chairman

Mark Tucker
Group Chief Executive

Tidjane Thiam
Chief Financial Officer

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Notes on the EEV basis supplementary information

1 Basis of preparation

The EEV basis results have been prepared in accordance with the EEV Principles issued by the CFO Forum of European Insurance
Companies in May 2004 and expanded by the Additional Guidance on EEV Disclosures published in October 2005. Where
appropriate the EEV basis results include the effects of adoption of International Financial Reporting Standards (IFRS).

The EEV results for the Group are prepared for ‘covered business’, as defined by the EEV Principles. Covered business

represents the Group’s long-term insurance business for which the value of new and in-force contracts is attributable to
shareholders. The EEV basis results for the Group’s covered business are then combined with the IFRS basis results of the
Group’s other operations. 

The definition of long-term business operations is consistent with previous practice and comprises those contracts falling
under the definition of long-term insurance business for regulatory purposes together with, for US operations, contracts that 
are in substance the same as guaranteed investment contracts (GICs) but do not fall within the technical definition. Under the 
EEV Principles, the results for covered business incorporate the projected margins of attaching internal asset management.
With two principal exceptions, covered business comprises the Group’s long-term business operations. The principal
exceptions are for the closed Scottish Amicable Insurance Fund (SAIF) and for the presentational treatment of the financial
position of two of the Group’s defined benefit pension schemes. A very small amount of UK group pensions business is also 
not modelled for EEV reporting purposes.

SAIF is a ring-fenced sub-fund of the Prudential Assurance Company (PAC) long-term fund, established by a Court approved

Scheme of Arrangement in October 1997. SAIF is closed to new business and the assets and liabilities of the fund are wholly
attributable to the policyholders of the fund. 

As regards the Group’s defined benefit pension schemes, the liabilities attaching to the Prudential Staff Pension Scheme
(PSPS) and Scottish Amicable Pension Scheme are excluded from the EEV value of UK operations and included in the total for
Other operations. The amounts are partially attributable to the PAC with-profits fund and shareholder-backed long-term business
and partially to other parts of the Group. In addition to the amounts recognised as attributable to shareholders under IFRS basis, 
a 10 per cent share of the amount attributable to the PAC with-profits fund is recognised for EEV reporting purposes.

The directors are responsible for the preparation of the supplementary information in accordance with the EEV Principles.

2 Methodology

a Embedded value
Overview
The embedded value is the present value of the shareholders’ interest in the earnings distributable from assets allocated to
covered business after sufficient allowance has been made for the aggregate risks in that business. The shareholders’ interest 
in the Group’s long-term business comprises:

• present value of future shareholder cash flows from in-force covered business (value of in-force business), less a deduction 

for the cost of locked-in (encumbered) capital;

• locked-in (encumbered) capital; and
• shareholders’ net worth in excess of encumbered capital (free surplus).

The value of future new business is excluded from the embedded value.

Notwithstanding the basis of presentation of results (as explained in note 6) no smoothing of market or account balance
values, unrealised gains or investment return is applied in determining the embedded value or profit before tax. Separately, 
the analysis of profit is delineated between operating profit based on longer-term investment returns and other constituent 
items, as explained in note 4.

Valuation of new business
The contribution from new business represents profits determined by applying non-economic assumptions as at the end 
of the year.

In determining the new business contribution for UK immediate annuity and lifetime mortgage business, which is interest 
rate sensitive, it is appropriate to use point of sale economic assumptions, consistent with how the business is priced. For other
business within the Group end of period economic assumptions are used.

Valuation movements on investments
With the exception of debt securities held by Jackson, investment gains and losses during the period (to the extent that changes
in capital values do not directly match changes in liabilities) are included directly in the profit for the period and shareholders’
funds as they arise.

The results for any covered business conceptually reflects the aggregate of the IFRS results and the movements on the
additional shareholders’ interest recognised on the EEV basis. Thus the start point for the calculation of the EEV results for
Jackson, as for other businesses, reflects the market value movements recognised on the IFRS basis.

322 Prudential plc Annual Report 2008

However, in determining the movements on the additional shareholders’ interest, the basis for calculating the Jackson EEV 
result acknowledges that for debt securities backing liabilities the aggregate EEV results reflect the fact that the value of in-force
business instead incorporates the discounted value of future spread earnings. This value is not affected generally by short-term
market movements on securities that are broadly speaking held with the intent and ability to be retained for the longer term.

Fixed income securities backing the free surplus and required capital for Jackson are accounted for at fair value. However,

consistent with the treatment applied under IFRS for securities classified as available-for-sale, movements in unrealised
appreciation on these securities are accounted for in equity rather than in the income statement, as shown in the movement 
in shareholders’ equity.

Value of in-force business
The embedded value results are prepared incorporating best estimate assumptions about all relevant factors including levels 
of future investment returns, expenses, persistency and mortality. These assumptions are used to project future cash flows. 
The present value of the future cash flows is then calculated using a discount rate which reflects both the time value of money 
and the non-diversifiable risks associated with the cash flows that are not otherwise allowed for.

The total profit that emerges over the lifetime of an individual contract as calculated using the embedded value basis is the
same as that calculated under the IFRS basis. Since the embedded value basis reflects discounted future cash flows, under this
methodology the profit emergence is advanced thus more closely aligning the timing of the recognition of profits with the efforts
and risks of current management actions, particularly with regard to business sold during the year.

Cost of capital
A charge is deducted from the embedded value for the cost of capital supporting the Group’s long-term business. This capital is
referred to as encumbered capital. The cost is the difference between the nominal value of the capital and the discounted value 
of the projected releases of this capital allowing for investment earnings (net of tax) on the capital.

The annual result is affected by the movement in this cost from year to year which comprises a charge against new business

profit and generally a release in respect of the reduction in capital requirements for business in force as this runs off.

Where capital is held within a with-profits long-term fund, the value placed on surplus assets in this fund is already discounted

to reflect their release over time and no further adjustment is necessary in respect of encumbered capital. However, where
business is funded directly by shareholders, the capital requires adjustment to reflect the cost of that capital to shareholders.

Financial options and guarantees
Nature of options and guarantees in Prudential’s long-term business
Asian operations
Subject to local market circumstances and regulatory requirements, the guarantee features described below in respect of UK
business broadly apply to similar types of participating contracts principally written in the PAC Hong Kong branch, Singapore 
and Malaysia. Participating products have both guaranteed and non-guaranteed elements.

Non-participating long-term products are the only ones where the insurer is contractually obliged to provide guarantees 
on all benefits. The most significant book of non-participating business in the Group’s Asian operations is Taiwan’s whole of life
contracts. For these contracts there are floor levels of policyholder benefits that accrue at rates set at inception by reference to
minimum returns established by local regulation. These rates do not vary subsequently with market conditions. Under these
contracts the cost of premiums are also fixed at inception based on a number of assumptions at that time, including long-term
interest rates, mortality assumptions and expenses. The guaranteed maturity and surrender values reflect the pricing basis. 
On 20 February 2009, the Company announced that it had agreed to transfer the agency business of the Taiwan Life business 
to China Life, as detailed in note 21.

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US operations (Jackson)
The principal options and guarantees in Jackson are associated with the fixed annuity and Variable Annuity (VA) lines of business. 
Fixed annuities provide that, at Jackson’s discretion, it may reset the interest rate credited to policyholders’ accounts, subject

to a guaranteed minimum. The guaranteed minimum return varies from 1.5 per cent to 5.5 per cent (2007: 1.5 per cent to 
5.5 per cent), depending on the particular product, jurisdiction where issued, and date of issue. At 31 December 2008, 
83 per cent (2007: 80 per cent) of the fund relates to policies with guarantees of three per cent or less. The average guarantee
rate is 3.0 per cent (2007: 3.1 per cent).

Fixed annuities also present a risk that policyholders will exercise their option to surrender their contracts in periods of rapidly

rising interest rates, possibly requiring Jackson to liquidate assets at an inopportune time.

Jackson issues VA contracts where it contractually guarantees to the contract holder either a) return of no less than total
deposits made to the contract adjusted for any partial withdrawals, b) total deposits made to the contract adjusted for any partial
withdrawals plus a minimum return, or c) the highest contract value on a specified anniversary date adjusted for any withdrawals
following the contract anniversary. These guarantees include benefits that are payable in the event of death (guaranteed
minimum death benefit (GMDB)), annuitisation (guaranteed minimum income benefit (GMIB)), or at specified dates during the
accumulation period (guaranteed minimum withdrawal benefit (GMWB) and guaranteed minimum accumulation benefit
(GMAB)). Jackson hedges these risks using equity options and futures contracts.

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Notes on the EEV basis supplementary information
continued

2 Methodology continued

These guarantees generally protect the policyholder’s value in the event of poor equity market performance.

Jackson also issues fixed index annuities that enable policyholders to obtain a portion of an equity-linked return while
providing a guaranteed minimum return. The guaranteed minimum returns would be of a similar nature to those described 
above for fixed annuities.

UK insurance operations
The only significant financial options and guarantees in the UK insurance operations arise in the with-profits fund and SAIF. 
With-profits products provide returns to policyholders through bonuses that are smoothed. There are two types of bonuses:
annual and final. Annual bonuses are declared once a year and, once credited, are guaranteed in accordance with the terms of the
particular product. Unlike annual bonuses, final bonuses are guaranteed only until the next bonus declaration. The with-profits
fund held a provision on the Pillar I Peak 2 basis of £42 million (2007: £45 million) at 31 December 2008 to honour guarantees on 
a small amount of guaranteed annuity option products.

Beyond the generic features and the provisions held in respect of guaranteed annuities described above, there are very few
explicit options or guarantees of the with-profits fund such as minimum investment returns, surrender values, or annuity values 
at retirement and any granted have generally been at very low levels.

The Group’s main exposure to guaranteed annuity options in the UK is through SAIF and a provision on the Pillar I Peak 2 basis

of £391 million (2007: £563 million) was held in SAIF at 31 December 2008 to honour the guarantees.

Time value
The value of financial options and guarantees comprises two parts. One is given by a deterministic valuation on best estimate
assumptions (the intrinsic value). The other part arises from the variability of economic outcomes in the future (the time value).

Where appropriate, a full stochastic valuation has been undertaken to determine the value of the in-force business including

the cost of capital. A deterministic valuation of the in-force business is also derived using consistent assumptions and the time
value of the financial options and guarantees is derived as the difference between the two.

The economic assumptions used for the stochastic calculations are consistent with those used for the deterministic
calculations. Assumptions specific to the stochastic calculations such as equity volatility and credit losses reflect local market
conditions and are based on a combination of actual market data, historic market data and an assessment of long-term economic
conditions. Common principles have been adopted across the Group for the stochastic asset models, for example, separate
modelling of individual asset classes but with an allowance for correlation between the various asset classes. Details of the key
characteristics of each model are given in note 3.

b Level of encumbered capital
In adopting the EEV Principles, Prudential has based encumbered capital on its internal targets for economic capital subject to it
being at least the local statutory minimum requirements. Economic capital is assessed using internal models but, when applying
the EEV Principles, Prudential does not take credit for the significant diversification benefits that exist within the Group. For with-
profits business written in a segregated life fund, as is the case in Asia and the UK, the capital available in the fund is sufficient to
meet the encumbered capital requirements. For shareholder-backed business the following capital requirements apply:

• Asian operations: the economic capital requirement is substantially higher than local statutory requirements in total. Economic
capital requirements vary by territory, but in aggregate, the encumbered capital is broadly equivalent to the amount required
under the Insurance Groups Directive (IGD);

• US operations: the level of encumbered capital has been set to an amount at least equal to 235 per cent of the risk-based capital

required by the National Association of Insurance Commissioners (NAIC) at the Company Action Level (CAL), which is
sufficient to meet the economic capital requirement; and

• UK insurance operations: the economic capital requirements for annuity business are fully met by Pillar I requirements being

four per cent of mathematical reserves, which are also sufficient to meet Pillar II requirements. For unit-linked and other
shareholder-backed business the encumbered capital held reflects the statutory minimum Pillar I requirement, as required 
by the UK regulatory authorities.

c Risk discount rates
Overview
Under the EEV Principles, discount rates used to determine the present value of future cash flows are set equal to risk-free 
rates plus a risk margin. The risk margin should reflect any non-diversifiable risk associated with the emergence of distributable
earnings that is not allowed for elsewhere in the valuation. Prudential has selected a granular approach to better reflect
differences in market risk inherent in each product group. The risk discount rate so derived does not reflect a market beta but
instead reflects the expected volatility associated with the cash flows in the embedded value model.

Since financial options and guarantees are explicitly valued under the EEV methodology, discount rates under EEV are set

excluding the effect of these product features.

324 Prudential plc Annual Report 2008

As Prudential’s UK shareholder-backed annuity business is predominantly backed by fixed interest securities, the beta
methodology described above is not appropriate. We have therefore used a market consistent embedded value (MCEV)
approach to derive an implied risk discount rate which is then applied to the projected cash flows.

In the annuity MCEV calculations, the future cash flows were discounted using the gilt yield curve plus 252 basis points 
(2007: 84 basis points) for fixed annuities and 120 basis points (2007: 24 basis points) for inflation-linked annuities. The 252 basis
points and 120 basis points for 2008 were based on our assessment of the liquidity premium available in the yield on the assets
backing the annuity liabilities.

Allowance for risk
The risk allowance in the risk discount rate is determined as follows:

Market risk
Under the Capital Asset Pricing Methodology (CAPM) the discount rate is determined as:

Discount rate = risk-free rate + (beta x equity risk premium)

Under CAPM, the beta of a portfolio or product measures its relative market risk.

The risk discount rates reflect the market risk inherent in each product group and hence the volatility of product cash flows. 
They are determined by considering how the profits from each product are affected by changes in expected returns on

various asset classes. By converting this into a relative rate of return it is possible to derive a product specific beta.

Product level betas are calculated each year. They are combined with the most recent product mix to produce appropriate

betas and risk discount rates for each major product grouping.

CAPM does not include any allowance for non-market risks since these are assumed to be fully diversifiable. For EEV

purposes, however, a risk margin is added for non-diversifiable non-market risks and to cover Group level risks.

Diversifiable non-market risks
No allowance is required for non-market risks where these are assumed to be fully diversifiable. The majority of non-market risks
are considered to be diversifiable.

Non-diversifiable, non-market risks
Finance theory cannot be used to determine the appropriate component of beta for non-diversifiable non-market risks since there
is no observable risk premium associated with it that is akin to the equity risk premium. Recognising this, a pragmatic approach
has been used.

Except for UK shareholder-backed annuity business, a constant margin of 50 basis points (2007: 50 basis points) has been
added to the risk margin derived for market risk to cover the non-diversifiable non-market risks associated with the business. 
For UK shareholder-backed annuity business, a margin of 100 basis points was used (2007: 100 basis points).

d Management actions
In deriving the time value of financial options and guarantees, management actions in response to emerging investment and fund
solvency conditions have been modelled. Management actions encompass, but are not confined to, the following areas:

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• investment allocation decisions;
• levels of reversionary bonuses and credited rates; and
• total claim values.

Bonus rates are projected from current levels and varied in accordance with assumed management actions applying in the
emerging investment and fund solvency conditions.

In all instances, the modelled actions are in accordance with approved local practice and therefore reflect the options actually

available to management. For the PAC with-profits fund, the actions assumed are consistent with those set out in the Principles
and Practices of Financial Management.

e With-profits business and the treatment of the estate
For the PAC with-profits fund, the shareholders’ interest in the estate is derived by increasing final bonus rates so as to exhaust
the estate over the lifetime of the in-force with-profits business. In those few extreme scenarios where the total assets of the life
fund are insufficient to meet policyholder claims in full, the excess cost is fully attributed to shareholders.

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Notes on the EEV basis supplementary information
continued

2 Methodology continued

f Pension costs
The Group operates three defined benefit schemes in the UK. The principal scheme is the Prudential Staff Pension Scheme
(PSPS). The other two, much smaller, schemes are the Scottish Amicable and M&G schemes. There is also a small scheme
in Taiwan.

Under IFRS the surpluses or deficits attaching to these schemes are accounted for in accordance with the provisions of IAS 19

that effectively apply the principles of IFRIC 14, which was adopted in 2008 providing guidance on assessing the limit in IAS 19 
on the amount of surplus in a defined benefit pension scheme that can be recognised as an asset.

For PSPS the surplus or deficit at the reporting date is allocated between the PAC with-profits fund and shareholder-backed

operations by reference to the activities of the members of the scheme during their period of service. At 31 December 2005,
the deficit of PSPS was apportioned in the ratio 70/30 between the with-profits fund and shareholder-backed operations
following detailed consideration of the sourcing of previous contributions. This ratio was applied to the base deficit position at 
1 January 2006 for the purposes of determining the allocation of the movement in that position up to 31 December 2008.

Under the EEV basis the IAS 19 basis surpluses (to the extent not restricted under IFRIC 14) or deficits are initially allocated 
in the same manner. The shareholders’ 10 per cent interest in the PAC with-profits fund estate is determined after inclusion of 
the portion of the IAS 19 basis surpluses or deficits attributable to the fund. Adjustments under EEV in respect of accounting for
surpluses or deficits on defined benefit schemes are reflected as part of ‘Other operations’, as shown in note 15.

Separately, the projected cash flows of in-force covered business include contributions to the defined benefit schemes for

future service based on the contribution basis applying to the schemes at the time of the preparation of the results.

g Debt capital
Core structural debt liabilities are carried at market value.

3 Assumptions

a Best estimate assumptions
Best estimate assumptions are used for the cash flow projections, where best estimate is defined as the mean of the distribution 
of future possible outcomes. The assumptions are reviewed actively and changes are made when evidence exists that material
changes in future experience are reasonably certain.

Assumptions required in the calculation of the value of options and guarantees, for example relating to volatilities and
correlations, or dynamic algorithms linking liabilities to assets, have been set equal to the best estimates and, wherever material
and practical, reflect any dynamic relationships between the assumptions and the stochastic variables.

b Principal economic assumptions
Deterministic assumptions
In most countries, the long-term expected rates of return on investments and risk discount rates are set by reference to period
end rates of return on cash or fixed interest securities. For the Group’s Asian operations, the active basis is appropriate for
business written in Japan, Korea and US dollar denominated business written in Hong Kong. Except in respect of the projected
returns of holdings of Asian debt and equity securities for those countries where long-term fixed interest markets are less
established, the ‘active’ basis of assumption setting has been applied in preparing the results of all the Group’s US and UK 
long-term business operations.

For countries where long-term fixed interest markets are less established, investment return assumptions and risk discount

rates are based on an assessment of longer-term economic conditions. Except for the countries listed above, this basis is
appropriate for the Group’s Asian operations. Similarly, the projected returns on holdings of Asian securities in these territories 
by other Group businesses are set on the same basis.

Expected returns on equity and property asset classes in respect of each territory are derived by adding a risk premium, 
also based on the long-term view of Prudential’s economists, to the risk-free rate. In Asia, equity risk premiums range from 
3.0 per cent to 7.0 per cent (2007: 3.0 per cent to 6.0 per cent). In the US and the UK, the equity risk premium is 4.0 per cent
above risk-free rates for both 2008 and 2007.

Assumed investment returns reflect the expected future returns on the assets held and allocated to the covered business 

at the valuation date.

326 Prudential plc Annual Report 2008

The tables below summarise the principal financial assumptions:

31 Dec 2008 %

31 Dec 2007 %

China Hong Kong
notes iii,iv,v

India Indonesia

Japan

Korea

China Hong Kong
notes iii,iv,v

India Indonesia

Japan

Korea

Asian operations

Risk discount rate:
New business
In force

Expected long-term 
rate of inflation
Government bond 

11.75
11.75

3.8
3.9

14.25
14.25

15.25
15.25

4.8
4.8

8.2
8.2

11.75
11.75

5.7
6.0

15.75
15.75

16.75
16.75

4.0

2.25

5.0

6.0

0.7

2.75

4.0

2.25

5.0

6.0

yield

8.25

2.3

9.25

10.25

1.6

4.3

8.25

4.1

9.25

10.25

5.1
5.1

0.0

2.0

9.7
9.7

2.75

5.8

Asian operations

Risk discount rate:
New business
In force

Expected long-term 
rate of inflation
Government bond 

31 Dec 2008 %

31 Dec 2007 %

Malaysia Philippines Singapore
notes iv,v
notes iv,v

Taiwan Thailand

notes ii,v

Vietnam Malaysia Philippines Singapore
notes iv,v

notes iv,v

Taiwan Thailand Vietnam

notes ii,v

9.1
9.0

15.75
15.75

6.15
6.85

9.1
9.7

13.0
13.0

16.75
16.75

9.3
9.1

15.75
15.75

6.4
6.8

9.1
9.8

13.0
13.0

16.75
16.75

2.75

5.0

1.75

2.25

3.0

6.0

2.75

5.0

1.75

2.25

3.0

6.0

yield

6.5

9.25

4.25

5.5

6.75

10.25

6.5

9.25

4.25

5.5

6.75

10.25

Weighted risk discount rate:note i

New business
In force

2008 £m

31 Dec 2008 % 31 Dec 2007 %

Asia total

Asia total

8.8
7.8

9.5
8.7

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Notes
i

ii

The weighted risk discount rates for Asian operations shown above have been determined by weighting each country’s risk discount rates by
reference to the EEV basis operating result for new business and the closing value of in-force business.
For traditional business in Taiwan, the economic scenarios used to calculate the 2008 and 2007 EEV basis results reflect the assumption of a phased
progression of the bond yields from the current rates applying to the assets held to the long-term expected rates.

For 2008 the projections assume that in the average scenario, the current bond yields at 31 December 2008 of 1.4 per cent trend towards 5.5 per

cent at 31 December 2018. This compares to the 2007 results for which the projections assume that in the average scenario, the current bond yields
at 31 December 2007 of around 2.5 per cent trend towards 5.5 per cent at 31 December 2013.

The expected long-term rate is a function of expectation of inflation and real rates of interest, on which the Company has taken external expert
advice. It is considered that the outlook for long-term interest rates in Asia will be strongly influenced by the trend in the projection of comparable 
US long-term real interest rates. Consequently, assessment of the expected rates for Taiwan has taken into account the structural factors of
government borrowing, savings rates, short-term interest rates, government intervention and non-market influences that could affect Taiwanese 
real interest rates over the projection period. Together with a central inflation projection for Taiwan, the Company considers that the long-term rate 
of 5.5 per cent is appropriate in the longer-term.

In projecting forward the Fund Earned Rate, allowance is made for the mix of assets in the fund, future investment strategy, and further market
value depreciation of bonds held as a result of assumed future yield increases. These factors, together with the assumption of the phased progression
in bond yields, give rise to an average assumed Fund Earned Rate that changes from 6.6 per cent for 2008 to 6.7 per cent for 2019. The assumed
Fund Earned Rate falls to 3.35 per cent in 2009 and subsequently to 1.2 per cent in 2010, then increases to 5.15 per cent by 2018. Thereafter, the
assumed Fund Earned Rate fluctuates around a target of 6.7 per cent. This projection compares with that applied for the 2007 results of a grading
from an assumed rate of 0.5 per cent for 2007 to 6.4 per cent for 2014.

Consistent with the EEV methodology applied, a constant discount rate has been applied to the projected cash flows.
On 20 February 2009, the Company announced that it had agreed to transfer the agency business of the Taiwan Life business to China Life.

Further details are given in note 21.

iii The assumptions shown are for US dollar denominated business which comprises the largest proportion of the in-force Hong Kong business.
iv The mean equity return assumptions for the most significant equity holdings in the Asian operations were:

Hong Kong
Malaysia
Singapore

31 Dec 2008
%

31 Dec 2007
%

6.2
12.5
10.2

8.1
12.5
9.3

E
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V

To obtain the mean, an average over all simulations of the accumulated return at the end of the projection period is calculated. The annual average
return is then calculated by taking the root of the average accumulated return minus 1.
For 2008 and 2007, cash rates rather than government bond yields were used in setting the risk discount rates for Malaysia, Singapore, Taiwan and 
for Hong Kong dollar denominated business. 

v

327

Notes on the EEV basis supplementary information
continued

3 Assumptions continued

US operations (Jackson)note ii

Risk discount rate:note i
New business
In force

Expected long-term spread between earned rate and rate credited to policyholders

for single premium deferred annuity business

US 10-year treasury bond rate at end of period
Pre-tax expected long-term nominal rate of return for US equities
Expected long-term rate of inflation

31 Dec 2008 % 31 Dec 2007 %

4.6
3.9

1.75
2.3
6.3
1.5

7.0
6.0

1.75
4.1
8.1
2.4

Notes
i

ii

The risk discount rates at 31 December 2008 for new business and business in-force for US operations reflect weighted rates based on underlying
rates of 6.2 per cent for variable annuity (VA) business and 3.0 per cent for other business. The decrease in the weighted discount rates reflects the
decrease in the US 10-year treasury bond rate of 180 bps and a change in the product mix with the 2008 results seeing an increase in the proportion
of new and in-force business arising from other than VA business.
Credit risk treatment
The projected cash flows incorporate the expected long-term spread between the earned rate and the rate credited to policyholders. The projected
earned rates reflect book value yields which are adjusted over time to reflect projected reinvestment rates. The expected spread incorporates a 
Risk Margin Reserve (RMR) allowance of 25 basis points for longer-term defaults as described in note 4b.

In the event that longer-term default levels are higher then, unlike for UK annuity business where policyholder benefits are not changeable,

Jackson has some discretion to adjust crediting rates, subject to contract guarantee levels and general market competition considerations.

The results for Jackson reflect the application of the low discount rates shown above. In the event that US 10-year treasury rates increase, the
altered embedded value results would reflect a lower contribution from fixed annuity business and a partially offsetting increase for variable annuity
business as the projected earned rate, as well as the discount rate, would increase for this type of business.

The book value yields, net of RMR allowance, are in excess of the risk discount rate. To correct for the anomalous effect that would otherwise

occur no credit has been taken for the cost of capital benefit that this feature would give rise to for fixed annuity business.

UK insurance operationsnote iv

Shareholder-backed annuity business:
Risk discount rate:note i
New business
In force

Pre-tax expected long-term nominal rate of return for shareholder-backed annuity business:note iii

Fixed annuities
Inflation-linked annuities

Other business:
Risk discount rate:notes ii, iv

New business
In force

Pre-tax expected long-term nominal rates of investment return:

UK equities
Overseas equities
Property
Gilts
Corporate bonds – with-profits funds note v

– other business

Expected long-term rate of inflation

Post-tax expected long-term nominal rate of return for the PAC with-profits fund:

Pension business (where no tax applies)
Life business

31 Dec 2008 % 31 Dec 2007 %

9.6
12.0

7.8
7.8

6.4 to 6.7
5.7 to 5.8

5.4 to 5.6
5.0 to 5.2

6.7
6.75

7.0
7.9

7.7
6.3 to10.25
6.0
3.7
5.2
5.2
3.0

8.55
8.1 to 10.2
6.8
4.55
6.0
6.25
3.2

6.6
5.8

7.85
6.9

Notes
i

ii

The new business risk discount rate for shareholder-backed annuity business for 2008 reflects the assets allocated to back new business with an
allowance for credit risk based on point of sale market conditions, consistent with how the business was priced. The allowance for credit risk for new
business at point of sale is determined using the same methodology for in-force business described in note (iv) below.
The risk discount rates for new business and business in force for UK insurance operations other than shareholder-backed annuities reflect weighted
rates based on the type of business.

328 Prudential plc Annual Report 2008

iii

The pre-tax rates of return for shareholder-backed annuity business are based on the gross redemption yield on the backing assets net of a best
estimate allowance for future defaults.

iv Credit spread treatment 

For with-profits business, the embedded value reflects the discounted value of future shareholder transfers. These transfers are directly affected by
the level of projected rates of return on investments, including debt securities. Given the current exceptional fixed interest market conditions, and the
Company’s expectation that the widening of credit spreads observed in 2008 will not be maintained, the Company considers that it is most
appropriate to assume an unchanged level of credit spreads, an unchanged level of longer-term default allowance and an unchanged risk discount
rate methodology relative to those used at 31 December 2007.

For UK annuity business, different dynamics apply both in terms of the nature of the business and the EEV methodology applied. For this type 

of business the assets are generally held to maturity to match long duration liabilities. It is therefore appropriate under EEV methodology to include a
liquidity premium in the economic basis used. The appropriate EEV risk discount rate is set in order to equate the EEV with a ‘market consistent
embedded value’ including liquidity premium. The liquidity premium is derived from the yield on the assets held after deducting an appropriate
allowance for credit risk. For Prudential Retirement Income Limited (PRIL), which has approximately 90 per cent of UK shareholder-backed annuity
business, the allowance for credit risk at 31 December 2008 is made up of:
a 16 bps for fixed annuities and 13 bps for inflation-linked annuities in respect of long-term expected defaults; this is derived by applying Moody’s

data from 1970 onwards uplifted by between 100 per cent (B) and 200 per cent (AAA) according to credit rating, to the asset portfolios.

b 11 bps for fixed annuities and 9 bps for inflation-linked annuities in respect of long-term credit risk premium for the potential volatility in default

levels; this is derived by applying the 95th worst percentile from Moody’s data from 1970 onwards, to the asset portfolios.

c 56 bps for fixed annuities and 48 bps for inflation-linked annuities in respect of additional short-term credit risk, reflecting the extreme 

market conditions at 31 December 2008; this is derived as 25 per cent of the increase in credit spreads over swaps that has occurred since
31 December 2006 based on a set of externally published indices weighted to reflect the asset mix. 

On a weighted basis for fixed annuities and inflation-linked annuities the allowance is 15 bps for long-term expected defaults, 11 bps for long-term
credit risk premium, and 54 bps for short-term credit risk.

Pillar I reserves are calculated using a similar allowance for credit risk. For EEV reporting the allowance for short-term credit risk is assumed to be

released gradually over the five year period following the valuation date. 

The Pillar I allowance of 80 bps per annum is financially equivalent to 185 bps for the years 2009 to 2011 and 45 bps thereafter for the life of the book.
The overall allowance for credit risk is prudent by comparison with historic rates of default and would be sufficient to withstand a wide range of

extreme credit events over the expected lifetime of the annuity business.

The risk discount rate for new business profits reflects the assets allocated to back new business and an allowance for credit risk based on point

of sale market conditions, consistent with how the business was priced. The allowance for credit risk at the point of sale is determined using the same
methodology for in-force business. In both cases, the allowance for credit risk included in setting the discount rate reflects the three constituent
elements of long-term expected defaults, long-term credit risk premiums, and additional short-term credit risk.
The assumed long-term rate for corporate bonds for 2007 for with-profits business was determined after taking account of the purchase of credit
default swaps.

v

Stochastic assumptions
The economic assumptions used for the stochastic calculations are consistent with those used for the deterministic calculations
described above. Assumptions specific to the stochastic calculations, such as the volatilities of asset returns, reflect local market
conditions and are based on a combination of actual market data, historic market data and an assessment of longer-term
economic conditions. Common principles have been adopted across the Group for the stochastic asset models, for example,
separate modelling of individual asset classes but with allowance for correlation between the various asset classes.

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Details are given below of the key characteristics and calibrations of each model.

Asian operations
The same asset return models as used in the UK, appropriately calibrated, have been used for the Asian operations as described
for UK insurance operations below. The principal asset classes are government and corporate bonds. Equity holdings are much
lower than in the UK whilst property holdings do not represent a significant investment asset.

The stochastic cost of guarantees is primarily only of significance for the Hong Kong, Malaysia, Singapore and Taiwan

operations.

The mean stochastic returns are consistent with the mean deterministic returns for each country. The expected volatility of
equity returns for 2008 ranges from 18 per cent to 30 per cent (2007: 18 per cent to 25 per cent), and the volatility of government
bond yields ranges from 1.4 per cent to 2.4 per cent (2007: 1.3 per cent to 2.5 per cent).

US operations (Jackson)
• Interest rates are projected using a log-normal generator calibrated to actual market data;
• Corporate bond returns are based on Treasury securities plus a spread that has been calibrated to current market conditions 

and varies by credit quality; and

• Variable annuity equity and bond returns have been stochastically generated using a log-normal model with parameters
determined by reference to historical data. The volatility of equity fund returns for both 2008 and 2007 ranges from 
18.6 per cent to 28.1 per cent, depending on risk class, and the standard deviation of bond returns ranges from 1.5 per cent 
to 1.6 per cent (2007: 1.4 per cent to 1.7 per cent).

E
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329

Notes on the EEV basis supplementary information
continued

3 Assumptions continued

UK insurance operations
• Interest rates are projected using a two-factor model calibrated to actual market data;
• The risk premium on equity assets is assumed to follow a log-normal distribution;
• The corporate bond return is calculated as the return on a zero-coupon bond plus a spread. The spread process is a mean

reverting stochastic process; and

• Property returns are modelled in a similar fashion to corporate bonds, namely as the return on a riskless bond, plus a risk

premium, plus a process representative of the change in residual values and the change in value of the call option on rents.

Mean returns have been derived as the annualised arithmetic average return across all simulations and durations.

For each projection year, standard deviations have been calculated by taking the square root of the annualised variance 
of the returns over all the simulations. These have been averaged over all durations in the projection. For equity and property,
the standard deviations relate to the total return on these assets. The standard deviations applied to both 2008 and 2007 
are as follows:

Equities:
UK
Overseas

Property

%

18.0
16.0
15.0

c Demographic assumptions
Persistency, mortality and morbidity assumptions are based on an analysis of recent experience but also reflect expected future
experience. Where relevant, when calculating the time value of financial options and guarantees, policyholder withdrawal rates
vary in line with the emerging investment conditions according to management’s expectations.

d Expense assumptions
Expense levels, including those of service companies that support the Group’s long-term business operations, are based on
internal expense analysis investigations and are appropriately allocated to acquisition of new business and renewal of in-force
business. Exceptional expenses are identified and reported separately.

Corporate expenditure for Group Head Office, to the extent not allocated to the PAC with-profits fund, Asia development and

Regional Head Office expenses are charged to EEV basis results as incurred. No adjustment is made to the embedded value of
covered business.

e Inter-company arrangements
The EEV results for covered business incorporate the effect of the reinsurance arrangement of non-profit immediate pension
annuity liabilities of SAIF to PRIL. In addition, the analysis of free surplus and value of in-force business takes account of the
impact of contingent loan arrangements between Group companies.

f Taxation and other legislation
Current taxation and other legislation have been assumed to continue unaltered except where changes have been announced
and the relevant legislation passed.

g Asset management and service companies
The value of future profits or losses from asset management and service companies that support the Group’s covered businesses
are included in the profits for new business and the in-force value of the Group’s long-term business.

4 Accounting presentation

a Analysis of profit before tax
To the extent applicable, presentation of the EEV profit for the year is consistent with the basis that the Group applies for analysis
of IFRS basis profits before shareholder taxes between operating and non-operating results. Operating results reflect the
underlying results of the Group’s continuing operations including longer-term investment returns. Operating results include the
impact of routine changes of estimates and non-economic assumptions. Non operating results comprise short-term fluctuations in
investment returns, the shareholders’ share of actuarial and other gains and losses on defined benefit pension schemes, the mark
to market value movements on core borrowings and the effect of changes in economic assumptions and changes in the time
value of cost of options and guarantees.

330 Prudential plc Annual Report 2008

b Operating profit
Investment returns, including investment gains, in respect of long-term insurance business are recognised in operating results 
at the expected long-term rate of return. For the purpose of calculating the longer-term investment return to be included in the
operating results of UK operations, where equity holdings are a significant proportion of investment portfolios, values of assets 
at the beginning of the reporting period are adjusted to remove the effects of short-term market volatility.

For the purposes of determining the long-term returns for debt securities of shareholder-backed operations, a risk margin
charge is included which reflects the expected long-term rate of default based on the credit quality of the portfolio. For Jackson,
interest-related realised gains and losses are amortised to the operating results over the maturity period of the sold bonds and for
equity-related investments, a long-term rate of return is assumed, which reflects the aggregation of risk-free rates and equity risk
premium. For US variable annuity separate account business, operating profit reflects the expected longer-term rate of return
with the excess or deficit of the actual return recognised within non-operating profit, together with the related hedging activity.
For UK annuity business, rebalancing of the asset portfolio backing the liabilities to policyholders may from time to time take
place to align it more closely with the internal benchmark of credit quality that management applies. Such rebalancing will result
in a change in the risk adjusted yield on the assets used to determine the valuation interest rate for calculating the carrying value
of policyholder liabilities. Operating profit includes the effect of rebalancing the portfolio calibrated to investment conditions at
31 December 2006 i.e. prior to the exceptional spread widening in 2007 and 2008. Non-operating profit incorporates the effect
of rebalancing calibrated by reference to changes to credit spreads since 31 December 2006.

c Pension costs
Profit before tax
Movements on the shareholders’ share of surplus (to the extent not restricted by IFRIC 14) and deficits of the Group’s defined
benefit pension schemes adjusted for contributions paid in the year are recorded within the income statement. Consistent 
with the basis of distribution of bonuses and the treatment of the estate described in notes 2d and 2e, the shareholders’ share
incorporates 10 per cent of the proportion of the surpluses or deficits attributable to the PAC with-profits fund. The surplus or
deficit is determined by applying the requirements of IAS 19. 

Actuarial gains and losses
Actuarial gains and losses comprise:

• The difference between actual and expected return on the scheme assets;
• experience gains and losses on scheme liabilities;
• the impact of altered economic and other assumptions on the discounted value of scheme liabilities; and
• the movement in estimates of deficit funding requirements. 

These items are recorded in the income statement but, consistent with the IFRS basis of presentation, are excluded from
operating results.

d Effect of changes in economic assumptions and time value of cost of options and guarantees
Movements in the value of in-force business caused by changes in economic assumptions and the time value of cost of options
and guarantees resulting from changes in economic factors are recorded in non-operating results.

e Results for asset management operations
The results of the Group’s asset management operations include the profits from management of internal and external funds. 
For EEV basis reporting, Group shareholders’ other income is adjusted to deduct the expected margin for the year on management
of covered business. The deduction is on a basis consistent with that used for projecting the results for covered business. Group
operating profit accordingly includes the variance between actual and expected profit in respect of covered business.

f Capital held centrally for Asian operations
Previously, for the purpose of presentation of the Group’s operating results, the return on capital held centrally to back the
economic capital requirements for the Taiwan life business has been allocated to the operating result for Asian operations with 
a consequent reduction in Group shareholders’ other income for EEV basis reporting. In the 2008 results this approach has no
longer been applied. The presentation of the 2007 comparative results has been adjusted accordingly, as explained in note
6(ii)(b). 

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g Taxation
The EEV profit for the year for covered business is in most cases calculated initially at the post-tax level. The post-tax profit is then
grossed up for presentation purposes at the effective rate of tax. In general, the effective rate corresponds to the corporation tax
rate on shareholder profits of the business concerned. 

E
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331

Notes on the EEV basis supplementary information
continued

4 Accounting presentation continued

h Foreign currency translation
Foreign currency profits and losses have been translated at average exchange rates for the year. Foreign currency assets and
liabilities have been translated at year end rates of exchange. The purpose of translating the profits and losses at average
exchange rates, notwithstanding the fact that EEV profit represents the incremental value added on a discounted cash flow basis,
is to maintain consistency with the methodology applied for IFRS basis reporting.

The principal exchange rates applied are:

Local currency: £

Hong Kong
Japan
Malaysia
Singapore
Taiwan
US

Closing rate at
31 Dec 2008

Average
for 2008

Closing rate at
31 Dec 2007

Average
for 2007

Opening rate
at 1 Jan 2007

11.14
130.33
5.02
2.07
47.28
1.44

14.42
192.09
6.15
2.61
58.24
1.85

15.52
222.38
6.58
2.87
64.56
1.99

15.62
235.64
6.88
3.02
65.75
2.00

15.22
233.20
6.90
3.00
63.77
1.96

The exchange movements in 2008 and 2007 recorded within the movements in shareholders’ equity (and for 2008, in note 16)
for long-term business and other operations comprise amounts in respect of:

Long-term business operations:

Asian operations
US operations

Other operations (primarily reflecting US$ denominated holding company borrowings 

and hedge positions)

Total

2008 £m

2007 £m

1,170
1,264

2,434

(424)

2,010

80
(53)

27

37

64

332 Prudential plc Annual Report 2008

5 Premiums, operating profit and margins from new business
a Premiums and contributionsnote i

Single

Annual premium and  Present value of new
contribution equivalents business premiums

Regular

(APE)

(PVNBP)

2008 £m 2007 £m 2008 £m 2007 £m 2008 £m 2007 £m 2008 £m 2007 £m

Asian operations
China note iii
Hong Kong
India (Group’s 26% interest)
Indonesia
Japan
Korea
Malaysia
Singapore
Taiwan
Other

Total Asian operations

US operations
Fixed annuities
Fixed index annuities
Variable annuities
Life
Guaranteed Investment Contracts
GIC – Medium Term Notes

Total US operations

UK insurance operations
Product summary
Internal vesting annuities
Direct and partnership annuities
Intermediated annuities

Total individual annuities

Income drawdown
Equity release
Individual pensions
Corporate pensions
Unit-linked bonds
With-profit bonds
Protection
Offshore products
PruHealthnote iv

Total retail retirement

Corporate pensions
Other products
DWP rebates

Total mature life and pensions

Total retail

Wholesale annuities note ii
Credit life

Total UK insurance operations

Channel summary
Direct and partnership
Intermediated
Wholesale note ii

DWP rebates

Total UK operations

Group total

63
507
60
94
115
78
28
341
153
18

45
501
26
118
122
179
41
593
132
36

32
154
202
167
30
211
99
78
189
54

24
117
177
109
22
241
78
67
218
55

38
205
208
176
42
219
102
112
204
56

29

230
167 1,612
747
180
649
121
217
34
259 1,097
570
82
126
961
231 1,037
188

58

1,457

1,793 1,216

1,108 1,362

1,287 7,308

1,724
501
3,491
7
857
337

6,917

1,600
703
497

2,800

75
242
115
221
109
869
–
551
–

573
446
4,554
7
408
527

6,515

1,399
842
555

2,796

34
156
38
283
243
297
–
434
–

4,982

4,281

227
132
153

512

5,494

1,417
18

6,929

2,352
2,990
1,434

6,776
153

6,929

198
190
143

531

4,812

1,799
21

6,632

2,385
2,284
1,820

6,489
143

6,632

–
–
–
24
–
–

24

–
–
–

–

–
–
3
88
–
–
6
4
16

117

116
21
–

137

254

–
–

–
–
–
19
–
–

19

–
–
–

–

–
–
1
84
–
–
5
4
13

107

115
25
–

140

247

–
–

254

247

215
39
–

254
–

254

212
35
–

247
–

247

172
50
349
25
86
34

716

160
70
50

280

8
24
14
110
11
87
6
59
16

615

139
34
15

188

803

142
2

947

450
338
144

932
15

947

167
1,196
728
494
214
1,267
472
1,047
1,121
200

6,906

573
446
4,554
158
408
527

6,666

1,399
842
555

2,796

34
156
42
737
243
297
26
455
107

57 1,724
501
45
455 3,491
230
857
337

20
41
53

671 7,140

140 1,600
703
497

84
56

280 2,800

3
16
5
112
24
30
5
47
13

75
242
124
645
109
869
38
573
146

535 5,621

4,893

135
44
14

653
219
153

193 1,025

728 6,646

180 1,417
18

2

910 8,081

451 3,268
263 3,226
182 1,434

896 7,928
153

14

910 8,081

604
276
143

1,023

5,916

1,799
21

7,736

3,313
2,460
1,820

7,593
143

7,736

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15,303

14,940 1,494

1,374 3,025

2,868 22,529

21,308

333

Notes on the EEV basis supplementary information
continued

5 Premiums, operating profit and margins from new business continued

Notes
i

The tables shown above are provided as an indicative volume measure of transactions undertaken in the reporting period that have the potential to
generate profits for shareholders. The amounts shown are not, and not intended to be, reflective of premium income recorded in the IFRS income
statement.

Annual premiums and contribution equivalents are calculated as the aggregate of regular new business amounts and one-tenth of single new

business amounts. PVNBPs are calculated as equalling single premiums plus the present value of expected premiums of new regular premium
business, allowing for lapses and other assumptions made in determining the EEV new business contribution. New business premiums reflect those
premiums attaching to covered business, including premiums for contracts classified as investment products for IFRS basis reporting. New business
premiums for regular premium products are shown on an annualised basis. Department of Work and Pensions (DWP) rebate business is classified as
single recurrent business. Internal vesting business is classified as new business where the contracts include an open market option.
The table above include for 2007 the transfer of 62,000 with-profits annuity policies from Equitable Life on 31 December 2007 with assets of
approximately £1.7 billion. The transfer represented an APE of £174 million.

ii

iii Subsequent to 29 September 2007 following expiry of the previous management agreement CITIC–Prudential Life Insurance Company Ltd 

(CITIC-Prudential), the Group’s life operation in China, has been accounted for as a 50 per cent joint venture. Prior to this date CITIC–Prudential was
consolidated as a subsidiary undertaking. All premiums for CITIC–Prudential are shown at 50 per cent on a like for like basis, reflecting the constant
economic interest before and after the management changes in line with the original agreement with CITIC.

iv The table above for full year 2008 and 2007 reflect the inclusion of the Group’s UK health insurance joint venture operation, PruHealth.

b Operating profit

Asian operations
US operationsnote i
UK insurance operations

Total

Note
i

US Operations net of tax profit:

Before capital charge
Capital charge

After capital charge

2008 £m 

2007 £m

Pre-tax

741
293
273

1,307

Tax

(191)
(103)
(76)

(370)

Post-tax
Note 17(a)ii

550
190
197

937

Pre-tax

643
285
277

1,205

Tax

(170)
(100)
(77)

(347)

2008 
£m

193
(3)

190

Post-tax
Note 17(a)ii

473
185
200

858

2007
£m

197
(12)

185

In determining the EEV basis value of new business written in the year the policies incept, premiums are included in projected
cash flows on the same basis of distinguishing annual and single premium business as set out for statutory basis reporting. 

Included within pre-tax new business profits shown in the table above are profits arising from asset management business

falling within the scope of covered business of:

Asian operations
US operations
UK insurance operations

Total

2008 £m

2007 £m

35
4
13

52

44
1
11

56

334 Prudential plc Annual Report 2008

c Margins

Asian operationsnotes i,ii
US operations
UK insurance operationsnote iii

Total

Asian operationsnotes i, ii
US operations
UK insurance operationsnote iii

Total

New business premiums

Single

1,457
6,917
6,929

15,303

Regular

1,216
24
254

1,494

New business premiums

Single

1,793
6,515
6,632

14,940

Regular

1,108
19
247

1,374

Asian operations:
Hong Kong
Korea
Taiwannote i
India
Chinanote ii
Indonesia
Other

Weighted average for all Asian operations

2008 £m

Annual
premium and
contribution
equivalent
(APE)

Present value
of new
business
premiums
(PVNBP)

2008 %

Pre-tax new
business
contribution

New business margin

(APE)

(PVNBP)

1,362
716
947

3,025

7,308
7,140
8,081

741
293
273

22,529

1,307

2007 £m

Annual
premium and
contribution
equivalent
(APE)

Present value
of new
business
premiums
(PVNBP)

10.1
4.1
3.4

5.8

54
41
29

43

2007 %

Pre-tax new
business
contribution

New business margin

(APE)

(PVNBP)

1,287
671
910

2,868

6,906
6,666
7,736

643
285
277

21,308

1,205

50
42
30

42

9.3
4.3
3.6

5.7

New business margin

(APE)

(APE)

2008 %

2007 %

79
34
59
19
52
58
72
54

73
37
58
12
50
55
61
50

F
i

n
a
n
c
i
a
l

s
t
a
t
e
m
e
n
t
s

Notes
i

ii

The results for Asian operations include those of the Taiwanese life operations for which the Company agreed to transfer its agency business to 
China Life on 20 February 2009. Details are included in note 21.
The tables for Asian operations above reflect the inclusion of CITIC-Prudential Life Insurance Company Ltd, the Group’s life operation in China as 
a 50 per cent held joint venture for 2008 and 2007 reflecting the economic interest throughout both years described in note (a)iii above. Previously, 
for presentational purposes, the 2007 results reflected the inclusion of CITIC-Prudential as a subsidiary undertaking up to 29 September 2007 and 
50 per cent thereafter following the change of management arrangement after this date, with appropriate minority interest accounting to reflect the
50 per cent economic interest. The presentation of the operating profit for 2007 has been adjusted to allocate £10 million of profit from the result for
new business to business in-force to prevent distortion of the published new business margin.

iii To align with the treatment in the 2008 results, the tables for UK insurance operations above for 2007 reflect the inclusion of the Group’s UK health

insurance joint venture operation, PruHealth, with an APE of £13 million and PVNBP of £107 million.

E
E
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335

Notes on the EEV basis supplementary information
continued

5 Premiums, operating profit and margins from new business continued

New business margins are shown on two bases, namely the margins by reference to Annual Premium and Contribution
Equivalents (APE) and the Present Value of New Business Premiums (PVNBP). 

In general, as described in note 2a, the use of point of sale or end of period economic assumptions is not significant in
determining the new business contribution for different types of business and across financial reporting periods. However, to
obtain proper measurement of the new business contribution for business which is interest rate sensitive, it is appropriate to use
point of sale economic assumptions, consistent with how the business was priced. In practice, the only area within the Group
where this has a material effect, particularly in light of the dislocation of markets in 2008, is for UK shareholder-backed annuity
and lifetime mortgage business. The 2008 results for shareholder-backed annuity and lifetime mortgage business have been
prepared on the basis of point of sale rather than end of period economic assumptions which previously applied for EEV
reporting. New business profits would have been £111 million lower if end of year economic assumptions had been applied. 
The reduction is reflected in non-operating profit. The £111 million primarily reflects the level of credit spread widening since the
point of sale. For 2007, the effect of the use of point of sale market conditions would not have been material.

New business contributions for all business represent profits determined by applying non-economic assumptions as at 

the end of the year.

6 Operating profit from business in force

Asian operationsnote ii
Unwind of discount and other expected returnsnote i
Changes in operating assumptionsnote iia
Experience variances and other itemsnote iib

US operationsnote iii
Unwind of discount and other expected returns:note i
On value of in-force business and required capital
On surplus assets

Spread experience variancenote iiia
Amortisation of interest-related realised gains and losses
Changes in operating assumptionsnote iiib
Other

UK insurance operationsnote iv 
Unwind of discount and other expected returnsnote i
Effect of change in UK corporate tax ratenote iva
Annuity business:note iv b

Mortality strengthening 
Release of margins

Other itemsnote ivc

Total

2008 £m

2007 £m

434
135
(1)

568

176
57
54
28
(17)
(5)

293

569
–

–
–
–
195

764

340
54
5

399

187
53
99
37
(24)
(10)

342

592
67

(312)
312
–
(81)

578

1,625

1,319

Notes
i

For Asian operations and UK insurance operations, unwind of discount and other expected returns is determined by reference to the value of in-force
business, required capital and surplus assets at the start of the year as adjusted for the effect of changes in economic and operating assumptions
reflected in the current year. For the unwind of discount for UK insurance operations included in operating results based on longer-term returns 
a further adjustment is made. For UK insurance operations the amount represents the unwind of discount on the value of in-force business at the
beginning of the year (adjusted for the effect of current year assumption changes), the expected return on smoothed surplus assets retained within
the PAC with-profits fund and the expected return on shareholders’ assets held in other UK long-term business operations. Surplus assets retained
within the PAC with-profits fund are smoothed for this purpose to remove the effects of short-term investment volatility from operating results. In the
balance sheet and for total profit reporting, asset values and investment returns are not smoothed. For US operations the return on surplus assets is
shown separately.

336 Prudential plc Annual Report 2008

ii Asian operations

a Changes in operating assumptions

The effect of changes in operating assumptions represent the following:

Mortality and morbiditynote 1
Expensenote 2
Persistencynote 3
Effect of change in corporate tax ratesnote 4
Other

2008 
£m

58
26
36
15
–

135

2007
£m

17
51
(51)
32
5

54

1 The favourable effect of £58 million relating to mortality and morbidity assumption changes mainly relates to Singapore of £34 million, Taiwan 

of £18 million and Hong Kong of £15 million, which reflect actual experience across most products, offset by a charge in Malaysia of £(19) million
which reflects negative morbidity experience on A&H products.

2 The favourable overall net effect of £26 million for expense assumption changes in 2008 mainly relates to a reduction in investment 

management expenses. The credit of £51 million for 2007 mainly relates to Singapore (£37 million) and Korea (£21 million) both due to 
increases in investment margins.

3 The favourable effect of the change in persistency assumptions of £36 million in 2008 predominately arises in Singapore of £90 million, Hong

Kong of £28 million and Malaysia of £21 million which reflect altered lapse rates, arising from recent experience, offset by charges in Taiwan of
£(45) million and Korea of £(44) million mainly relating to premium holidays. The charge of £(51) million for the effect of changes in persistency
assumptions in 2007 mainly arise in Singapore (£(29) million) as a result of changes in a number of product related features and updated maturity
assumptions in Taiwan (£(15) million) from an increase in lapse rates, reflecting recent experience.

4 The effect of change in corporate tax rates represents the effect of incorporating the benefit arising from the reduction in the corporate tax rate

in Indonesia for 2008 and in China, Malaysia and Singapore for 2007.

b Experience variances and other items

Experience variances and other items of a charge of £(1) million (2007: credit of £5 million) include a credit of £36 million (2007: £47 million) for
favourable mortality and morbidity experience variance relating to better than expected experience across most territories, offset by a charge 
of £(34) million (2007: £(27) million) for expense experience variances and £(3) million (2007: £(4) million) of other charges. Also for 2007 there 
is a charge of £(11) million in respect of Vietnam for higher than expected investment fees payable on asset managers’ performance.

The negative expense experience variance of £(34) million for 2008 includes £(11) million arising in Korea, reflecting lower sales, and includes
a charge of £(9) million for expense overruns for China which is at a relatively early stage of development, for which the expenses for new business
are in excess of the target levels factored into the valuation of new business. On the basis of current plans the target level for expenses for this
operation is planned to be attained in 2012. The negative experience variance in 2007 of £(27) million arose in China of £(12) million and India 
of £(15) million.

The 2007 comparative result has been increased by £10 million for the adjustment in respect of China (as explained in note 5c) and reduced 

by £(4) million for the discontinuance of the allocation of notional return on centrally held economic capital in respect of Taiwan from shareholders’
other income to the result for Asian operations as explained in note 4f. Other income is increased by an equivalent amount. Total profits are
unaffected by these adjustments.

iii US operations 

a Spread experience variance

The spread assumption for Jackson is determined on a longer-term basis net of a provision for defaults, with impairment losses in excess of the
provision for defaults taken through short-term fluctuations in investment returns.

b Changes in operating assumptions

The effect of changes in operating assumptions for US operations is as follows:

Mortality note 1
Variable annuity (VA) feesnote 2
Effect of adjustments for certain reserves, surplus note borrowings and required capital

Interest Maintenance Reserve (IMR)note 3
Variable Annuity Statutory Reservesnote 4
Required Capitalnote 5
Surplus note borrowingsnote 6

Totalnote 7

Other

Total

2008
£m

31
29

(10)
(68)
17
–
(61)

(16)

(17)

337

F
i

n
a
n
c
i
a
l

s
t
a
t
e
m
e
n
t
s

E
E
V

Notes on the EEV basis supplementary information
continued

6 Operating profit from business in force continued

Notes continued

1 The effect of changes in mortality assumptions reflect lower mortality rates for life products consistent with recent experience.
2 The effect of change in assumption in respect of VA fees represents an overall increase in the level of projected advisory fees for variable annuity

business.

3 The IMR is a statutory liability in respect of realised gains on the sale of bonds which, on a regulatory basis, are amortised to income over time 

in line with the duration of the bonds sold. The 2008 results reflect this reserve as an explicit liability, consistent with the regulatory basis which,
after the effects of discounting results in a charge to embedded value of £(10) million.

4 The statutory reserves are primarily in respect of guarantees on variable annuity products in excess of the surrender value. The impact of
including these amounts as explicit liabilities, consistent with the regulatory basis, after the effects of discounting, results in a charge to
embedded value of £(68) million.

5 The adjustment in respect of required capital represents a current year refinement to reduce the required capital to align the amount with 

the required level which has been set as an amount at least equal to 235 per cent of the risk-based capital required by National Association of
Insurance Commissioners at the Company Action Level, which is sufficient to meet the economic capital requirement. The decrease results 
in an associated benefit from a reduction in the cost of capital of £17 million.

6 The surplus note borrowings have been reflected as contributing to the capital in the net worth but with the obligation deducted from the value

of in-force business, with an overall net nil effect on the embedded value.

7 The adjustments in respect of the IMR, variable annuity reserves, surplus note borrowings and required capital detailed in 3 to 6 above also
resulted in a post-tax net reallocation from free surplus and required capital of £(110) million and £(137) million respectively to the value of 
in-force of £207 million, as detailed in note 17a.

iv UK insurance operations

a Effect of change in UK corporate tax rate

The comparative results for 2007 of £67 million reflect the effects of the change to reduce the UK corporate tax rate from 30 per cent to
28 per cent in projecting the tax cash flows attaching to in-force business.

b Annuity business

For UK insurance operations there is a net nil charge or credit for the 2008 and 2007 results. However, the 2007 results for annuity business have
been determined after a strengthening of explicit mortality assumptions and the release of excess margins in the aggregate liabilities that had
previously been set aside as an indirect extra allowance for longevity related risks.

The overall impact of the assumption changes and release of margins for 2007 is as follows:

Strengthening of mortality assumptions
Release of margins:

Projected benefit related
Investment related
Expense related
Other

2007 
£m

(312)

144
82
29
57
312

0

c Other items

Other items for UK insurance operations in 2008 are in aggregate a credit of £195 million. Consistent with the methodology applied in previous
years, this amount includes a credit of £118 million resulting from part of the effect of rebalancing the asset portfolio backing annuity business 
on the valuation interest rate for determining Pillar I liabilities. The rebalancing reflects changes to the portfolio to more closely align the credit
quality with management benchmark. The £118 million effect of rebalancing included in operating profit reflects longer-term levels of credit 
spread evident as at 31 December 2006 i.e. prior to the exceptional credit spread widening in 2007 and 2008. The additional increase in the Pillar I
valuation interest rate due to rebalancing at the credit spreads at which assets were traded in 2008 is reflected within non-operating profit together
with, via the increase in discount rate, the additional allowance for credit risk for the portfolio as a whole as described in note 12. The £195 million
credit also includes a cost of capital charge of £(34) million for the effect of holding the short-term credit risk reserve for statutory reporting, as
described in note 3b, and releasing it over an assumed five year period. Also included in operating profit for business in-force is a credit of £56
million in respect of the release of certain annuity business reserves, a credit of £24 million in respect of the release of prior period provisions
relating to Credit Life business, and a net credit of £31 million for other items.

The charge of £(81) million for 2007 includes £(13) million in respect of annual licence fee payments, £(36) million of costs associated with
product and distribution development, £(14) million for expense over-runs in respect of a tariff agreement with SAIF and £(19) million for other
items which includes a credit of £1 million for a positive persistency experience.

The annual licence fee payments are made by shareholder-backed subsidiaries of UK insurance operations, via a service company, to the PAC
with-profits sub-fund for the right to use trademarks and for the goodwill associated with the purchase of the business of the Scottish Amicable Life
Assurance Society in 1997. The licence fee arrangements run to 2017.

For 2007, the expense over-runs arising from the tariff arrangement in respect of SAIF of £14 million were borne by a service company. 

The arrangement was in place until the end of 2007 and was onerous to shareholders.

The 2007 comparative result has been reduced by £4 million in respect of the separate disclosure of UK general insurance commission. 

Total operating profit from UK insurance operations is unaffected by this adjustment.

338 Prudential plc Annual Report 2008

7 Investment return and other income

IFRS basis
Less: projected asset management result in respect of covered business incorporated in opening 

EEV value of in-force business

EEV basis

8 Restructuring costs

Restructuring costs have been incurred as follows:

UK insurance operations
Unallocated corporate

Total

2008 £m

2007 £m

89

(42)

47

86

(37)

49

2008 £m

2007 £m

14
18

32

8
12

20

The charge of £32 million (2007: £20 million) comprises £28 million (2007: £19 million) recognised on the IFRS basis and an
additional £4 million (2007: £1 million) recognised on the EEV basis for the shareholders’ share of costs incurred by the PAC 
with-profits fund. 

9 Short-term fluctuations in investment returns 

Insurance operations:

Asianote i
USnote ii
UKnote iii

Other operationsnote iv

Total

Notes
i

Asian operations

Singapore
Hong Kong 
Taiwan
Other operations

2008 £m

2007 £m

(1,063)
(1,344)
(2,407)
(313)

(5,127)

226
(9)
(42)
(1)

174

2008
£m

(310)
(284)
(163)
(306)

(1,063)

F
i

n
a
n
c
i
a
l

s
t
a
t
e
m
e
n
t
s

For Singapore and Hong Kong, the short-term fluctuations in investment returns primarily reflects the effect of substantial equity market falls on 
unit-linked and with-profits business. For unit-linked business, the short-term fluctuation in investment returns reflects the reduction in the value 
of the asset base and the consequent effect on the projection of future management fees. For with-profits business, the short-term fluctuation in
investment returns reflects the difference between the shareholders’ 10 per cent interest in the value movements on the assets and the unwind 
of discount on the opening shareholders’ interest in the surplus.

The short-term fluctuations in investment returns for Taiwan principally reflect the equity market fall and a £(40) million value reduction for an

investment in a CDO fund.

For 2007, the short-term fluctuations in investment returns for Asian operations of £226 million arose mainly from favourable equity investment

performance in most territories, principally in Hong Kong of £102 million, Vietnam of £66 million and Singapore of £38 million offset by a negative
fluctuation in Taiwan of £(26) million principally due to a £(30) million value reduction for an investment in a CDO fund.

E
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V

339

Notes on the EEV basis supplementary information
continued

9 Short-term fluctuations in investment returns continued

Notes continued
ii US operations

The short-term fluctuations in investment returns for US operations primarily reflect the impact of impairment losses on debt securities and the effects
on the value of variable annuity business of adverse movements in US equity markets. The fluctuations for US operations comprise the following items:

Realised impairment losses:

Actual losses on fixed income securities
Less: Risk margin charge included in operating profit

Loss due to changed expectation of profits from fees on in-force variable annuity business in future periods based 
on current period equity returns, net of related hedging activity*

Actual less longer-term return on equity-type securities
Other 

2008
£m

(466)
54

(412)

(733)

(148)
(51)

(1,344)

2007
£m

(78)
48

(30)

(16)

51
(14)

(9)

*This adjustment arises due to the market returns being lower than the assumed longer-term rate of return. This gives rise to lower than expected 
year end values of variable annuity assets under management with a resulting effect on the projected value of future account values and hence 
future profitability from altered fees. For 2008, the US equity market returns were approximately negative 38.5 per cent compared to the assumed
longer-term rate of return of 5.8 per cent.

iii UK insurance operations

The short-term fluctuations in investment returns for UK insurance operations for 2008 arise on the following types of business:

With-profitsnote a
Shareholder-backed annuitynote b
Unit-linked and othernote c

2008
£m

(2,083)
(213)
(111)

(2,407)

Notes
a

For with-profits business the charge represents the negative actual investment return on the PAC with-profits fund of (19.7) per cent against an
assumed rate of 6.6 per cent. 
Short-term fluctuations in investment returns on shareholder-backed annuity business represent the unrealised loss on surplus assets and
default experience. 
The charge of £(111) million relates primarily to unit-linked business and predominantly represents the capitalised loss of future fees from the fall
in market values experienced during the year.

b

c

For 2007, the short-term fluctuations in investment returns for UK insurance operations of £(42) million primarily reflects value movements on the
bond holdings of PRIL’s shareholders’ funds due to the net effect of widened credit spreads and reduced interest rates together with the difference
between the actual investment returns for the with-profits life fund of 7.2 per cent and the gross long-term assumed rate of 7.85 per cent.

iv Other operations

Short-term fluctuations in investment returns of other operations arises from:

Sale of investment in India mutual fund in May 2008 giving rise to a transfer to operating profit of £47 million for the 

crystallised gain, and value reduction in the period, prior to sale, of £24 million

Unrealised value movements on swaps held centrally to manage Group assets and liabilities
Unrealised value movements, net of hedge effects, on Prudential Capital’s bond portfolio
Unrealised value movements on a centrally held investment

2008
£m

(71)
(38)
(190)
(14)

(313)

340 Prudential plc Annual Report 2008

10 Mark to market value movements on core borrowings

US operations
Other operations

Total

2008 £m

2007 £m

37
619

656

9
214

223

Core borrowings of the Group are marked to market value under EEV. The figures in the table above reflect the movement 
in the difference between market and IFRS carrying values. As the liabilities are generally held to maturity or for the long term, 
no deferred tax asset or liability has been established on the difference (compared to IFRS) in carrying value. Accordingly, no
deferred tax charge is recorded in the results in respect of the 2008 credit of £656 million (2007: £223 million).

11 Shareholders’ share of actuarial and other gains and losses on defined benefit pension schemes

The loss of £(15) million (2007: loss of £(5) million) included within the (loss) profit before tax reflects the shareholders’ share of
actuarial and other gains and losses on the Group’s defined benefit pension schemes and can be analysed as follows:

PSPS
M&G pension scheme
Scottish Amicable pension scheme
Taiwan

Total

2008 £m

2007 £m

(5)
(9)
2
(3)

(15)

–
5
(10)
–

(5)

On the EEV basis this (charge) gain includes a 10 per cent share of the actuarial gains and losses on the share attributable to the
PAC with-profits fund for the Scottish Amicable Pension Scheme. Consistent with the derecognition of the Company’s interest 
in the underlying surplus for PSPS, under the change of accounting policy described in note 20, it is not appropriate to report
actuarial gains and losses for PSPS. The other losses for PSPS of £(5) million represent the change during 2008 in the provision 
for the deficit funding obligation.

12 Effect of changes in economic assumptions and time value of cost of options and guarantees

The (losses) profits on changes in economic assumptions and time value of cost of options and guarantees resulting from 
changes in economic factors for in-force business included within the (loss) profit from continuing operations before tax
(including actual investment returns) arise as follows:

F
i

n
a
n
c
i
a
l

s
t
a
t
e
m
e
n
t
s

Asian operationsnote i
US operationsnote ii
UK insurance operationsnotes iii,iv

Total

2008 £m

Change in
time value
of cost of
options and
guarantees

8
11
(50)

(31)

Change in
economic
assumptions

(34)
267
(783)

(550)

Change in
economic
assumptions

201
81
466

748

Total

(26)
278
(833)

(581)

2007 £m

Change in
time value
of cost of
options and
guarantees

9
8
(17)

0

Total

210
89
449

748

Notes
i

ii

The effect of changes in economic assumptions in Asia for 2008 of a charge of £(34) million includes a negative effect in Taiwan of £(185) million
reflecting a charge of £(239) million for the impact of extending the phased bond yield progression period in Taiwan out by five years from 31 December
2013 to 31 December 2018, as described in note 3, offset by the impact in other territories, mainly reflecting the reduction in risk discount rates.
The credit for the effect of changes in economic assumptions for 2008 for US operations of £267 million primarily arises as a result of the impact 
of a change in the risk discount rate of £454 million, partially offset by the impact of a decrease in the variable annuity separate account return of
£(230) million, both movements reflecting the 180 bps reduction in the 10-year Treasury rate as shown in note 3b. 

E
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V

341

Notes on the EEV basis supplementary information
continued

12 Effect of changes in economic assumptions and time value of cost of options and guarantees continued

Notes continued
iii The effect of changes in economic assumptions of a charge of £(783) million for UK insurance operations comprises the effect of:

Increase (decrease) in portfolio yields 
(Increase) decrease in risk discount rates
Other changes

Shareholder-
backed
annuity
business
(note a)
£m

With-profits
and other
business
(note b)
£m

83
(394)
(6)

(317)

(1,082)
668 
(52)

(466)

Total
2008
£m

(999)
274 
(58)

(783)

Notes
a For shareholder-backed annuity business (i.e. held in PRIL and the PAC non-profit sub-fund) the impact of the change in risk discount rate of
£(394) million includes £(400) million in respect of strengthening credit risk assumptions (excluding the strengthening required in respect of 
the £2.8 billion rebalancing of the asset portfolios). The impact of the change in portfolio yields of £83 million includes a profit of £231 million 
in respect of the rebalancing, calculated by reference to changes in credit spreads since 31 December 2006. 

b For with-profits and other business the decrease in fund earned rates and risk discount rates primarily reflects the reduction in gilt rates of 

(0.85) per cent.

iv The effect of changes in time value of cost of options and guarantees of a charge of £(50) million primarily relates to with-profits business reflecting

the effect of the reduction in fund earned rates, as described in iii(b) above.

13 Tax attributable to shareholders’ (loss) profit

The tax (credit) charge comprises:

Tax charge on operating profit from continuing operations based on longer-term investment returns
Long-term business:note i

Asian operationsnotes ii,iii
US operations
UK insurance operationsnotes ii,iii

Other operations

Total tax charge on operating profit from continuing operations based on longer-term investment 

returns

Tax (credit) charge on items not included in operating profit
Tax (credit) charge on short-term fluctuations in investment returns
Tax (credit) charge on shareholders’ share of actuarial and other gains and losses on defined 

benefit pension schemes

Tax (credit) charge on effect of changes in economic assumptions and time value of cost of 

options and guarantees

Total tax (credit) charge on items not included in operating profit from continuing operations

Tax (credit) charge on (loss) profit on ordinary activities from continuing operations (including tax 

on actual investment returns)note iv

2008 £m

2007 £m

329
205
269

803
(38)

765

(1,411)

(3)

(122)

(1,536)

(771)

252
197
236

685
7

692

22

0

213

235

927

Notes
i

The profit for the year for covered business is in most cases calculated initially at the post-tax level. The post-tax profit for covered business is then
grossed up for presentation purposes at the effective rates of tax applicable to the countries and periods concerned. In the UK, the effective rate is
the UK corporation tax rate of 28 per cent which took effect from 1 April 2008. For Jackson, the US federal tax rate of 35 per cent is applied to gross up
movements on the value of in-force business. Effects on statutory tax for the period affect the overall tax rate. For Asia, similar principles apply subject
to the availability of taxable profits.
Including tax relief on Asia development expenses and restructuring costs borne by UK insurance operations.

ii
iii The tax charge for 2008 includes the notional tax gross up of £4 million attaching to the change of corporate tax rate in Indonesia and in 2007 of 

£26 million attaching to the change of corporate tax rates in China, Malaysia, Singapore and the UK.

iv The 2007 comparatives for the tax charges for continuing operations shown above exclude discontinued banking operations, which were sold on 

1 May 2007.

342 Prudential plc Annual Report 2008

14 Earnings per share (EPS)

Operating EPS from continuing operations:

Operating profit before tax
Tax
Minority interests

Operating profit after tax and minority interests from continuing operations
Operating EPS from continuing operations (pence)

Total EPS from continuing operations:

Total (loss) profit before tax
Tax
Minority interests

Total (loss) profit after tax and minority interests from continuing operations
Total EPS from continuing operations (pence)

Average number of shares (millions)

2008 £m

2007 £m

2,961
(765)
(5)

2,191
88.6p

(2,106)
771
(3)

(1,338)
(54.1)p

2,472

2,530
(692)
(17)

1,821
74.5p

3,670
(927)
(21)

2,722
111.3p

2,445

The average number of shares reflects the average number in issue adjusted for shares held by employee trusts and consolidated
unit trusts and OEICs which are treated as cancelled.

15 Shareholders’ funds – segmental analysis

Asian operations
Long-term business:note i

Net assets of operations – EEV basis shareholders’ funds
Acquired goodwillnote ii

Asset management:note iii

Net assets of operations
Acquired goodwillnote ii

US operations
Jackson (net of surplus note borrowings of £154m (2007: £147m):note iv

Shareholders’ funds before capital charge
Capital chargenote v
EEV basis shareholders’ funds

Broker-dealer and asset management operationsnote iii

UK operations
Long-term business operations:notes i,vi

Smoothed shareholders’ fundsnote vii
Actual shareholders’ funds less smoothed shareholders’ funds
EEV basis shareholders’ funds

M&G:note iii

Net assets of operations
Acquired goodwillnote ii

Other operations
Holding company net borrowings at market valuenote iv
Other net liabilitiesnote iii

Total

2008 £m

2007 £m

5,264
111

167
61

5,603

4,357
(18)
4,339
114

4,453

5,437
(518)
4,919

147
1,153

6,219

(818)
(501)

(1,319)

14,956

F
i

n
a
n
c
i
a
l

s
t
a
t
e
m
e
n
t
s

3,726
111

111
61

4,009

3,689
(84)
3,605
81

3,686

6,031
466
6,497

271
1,153

7,921

(873)
(143)

(1,016)

14,600

E
E
V

343

Notes on the EEV basis supplementary information
continued

15 Shareholders’ funds – segmental analysis continued

Notes
i

A charge is deducted from the annual result and embedded value for the cost of capital supporting the Group’s long-term business operations. 
This capital is referred to as encumbered capital. The cost is the difference between the nominal value of the capital and the discounted value of the
projected releases of this capital allowing for investment earnings (net of tax) on the capital. Where encumbered capital is held within a with-profits
sub-fund, the value placed on surplus assets in the fund is already discounted to reflect its release over time and no further adjustment is necessary 
in respect of encumbered capital.

ii Under IFRS, goodwill is not amortised but is subject to impairment testing. Goodwill attaching to venture fund investment subsidiaries of the PAC
with-profits fund that are consolidated under IFRS is not included in the table above as the goodwill attaching to these companies is not relevant to
the analysis of shareholders’ funds. 

iii With the exception of the share of pension scheme deficit attributable to the PAC with-profits fund, which is included in ‘Other operations’ net

liabilities, and the borrowings as described in note iv, the amounts shown for the items in the table above that are referenced to this note have been
determined on the statutory IFRS basis. The overall pension scheme deficit, net of tax, attributable to shareholders relating to the Prudential Staff
Pension and Scottish Amicable Pension Schemes is determined as shown below:

IFRS basis deficit (relating to shareholder-backed operations)
Additional EEV deficit (relating to shareholders’ 10 per cent share of the IFRS basis deficit attributable to the PAC 

with-profits fund)

EEV basis

iv Net core structural borrowings of shareholder-financed operations comprise:

2008
£m

(31)

(6)

(37)

Holding company* cash and short-term investments
Core structural borrowings – central funds(note)

Holding company net borrowings
Core structural borrowings – Jackson

*Including central finance subsidiaries. 

Note
EEV basis holding company borrowings comprising:

Perpetual subordinated capital securities (Innovative Tier 1)
Subordinated debt (Lower Tier 2) 
Senior debt

Mark to
IFRS market value
adjustment
basis
2008
2008
£m
£m

1,165
(2,785)

(1,620)
(173)

(1,793)

–
802

802
19

821

EEV basis
at market 
value
2008
£m

1,165
(1,983)

(818)
(154)

(972)

Mark to
IFRS market value
adjustment
basis
2007
2007
£m
£m

1,456
(2,367)

(911)
(125)

(1,036)

–
38

38
(22)

16

2008
£m

(513)
(737)
(733)

2007
£m

(41)

(9)

(50)

EEV basis
at market 
value
2007
£m

1,456
(2,329)

(873)
(147)

(1,020)

2007
£m

(679)
(817)
(833)

In accordance with the EEV Principles, core borrowings are carried at market value.

v

In determining the cost of capital for Jackson, it has been assumed that an amount at least equal to 235 per cent of the risk-based capital required 
by the National Association of Insurance Commissioners (NAIC) at the Company Action Level must be retained. The related capital charge reflects
the assumptions discussed in note 3b, together with the adjustments to required capital described in note 6iii.

vi The proportion of surplus allocated to shareholders from the UK with-profits business has been based on the present level of 10 per cent. 

Future bonus rates have been set at levels which would fully utilise the assets of the with-profits fund over the lifetime of the business in force.

vii UK long-term business smoothed shareholders’ funds reflect an adjustment to the assets of the PAC with-profits fund, for the purposes of

determining the unwind of discount included in operating profits, to remove the short-term volatility in market values of assets. Shareholders’ 
funds in the balance sheet are determined on an unsmoothed basis.

(1,983)

(2,329)

344 Prudential plc Annual Report 2008

16 Reconciliation of movement in shareholders’ funds

2008 £m

Long-term business operations

Operating profit from continuing operations 

(based on longer-term investment returns)

Long-term business:
New business5
Business in force6

Asia development expenses
UK general insurance commission
M&G
Asian asset management operations
US broker-dealer and asset management
Curian
Other income and expenditure
Restructuring costs8

Operating profit from continuing operations based 

on longer-term investment returns
Short-term fluctuations in investment returns9
Mark to market value movements on core borrowings10
Shareholders’ share of actuarial and other gains and losses on 

defined benefit pension schemes11

Effect of changes in economic assumptions and time 

value of cost of options and guarantees12

Profit (loss) from continuing operations before tax 

(including actual investment returns)

Tax (charge) credit attributable to shareholders’ profit (loss):13
Tax on operating profit
Tax on short-term fluctuations in investment returns
Tax on shareholders’ share of actuarial and other gains and losses

on defined benefit pension schemes

Tax on effect of changes in economic assumptions and time value 

of cost of options and guarantees

Total tax (charge) credit

Minority interests

Profit (loss) for the year

Exchange movementsnote i
Related tax
Intra group dividends (including statutory transfer)
External dividends
Reserve movements in respect of share-based payments
Investment in operationsnote ii
Other transfersnote iv
Movement in own shares in respect of share-based payment plans
Movement on Prudential plc shares purchased by unit 

trusts consolidated under IFRS

New share capital subscribed
Mark to market value movements on Jackson assets 

backing surplus and required capital 

Net increase (decrease) in shareholders’ equity
Shareholders’ equity at 1 January 2008

as previously published
effect of adoption of principles of IFRIC 14 for accounting for

pension schemes
after adoption of IFRIC 14

Shareholders’ equity at 31 December 2008note iii,15

Asian

Other
operations operations operations operations operations

US insurance

Total
UK long-term
business

741
568

1,309
(26)

293
293

586

273
764

1,037

1,307
1,625

2,932
(26)

44
286
52
10
(3)
(302)
(18)

(14)

(14)

Group
Total

1,307
1,625

2,932
(26)
44
286
52
10
(3)
(302)
(32)

586

1,283
2,892
(1,063) (1,344) (2,407) (4,814)
37

1,023

37

69

2,961
(313) (5,127)
656
619

(3)

(3)

(12)

(15)

(26)

278

(833)

(581)

–

(581)

191

(443) (2,217) (2,469)

363 (2,106)

(329)
167

(205)
492

(269)
683

(803)
1,342

38
69

(765)
1,411

1

(14)

(175)

2

18

(97)

190

–

233

647

(1)

1

122

662

1

2

–

109

(4)

3

122

771

(3)

(253) (1,571) (1,806)

468 (1,338)

F
i

n
a
n
c
i
a
l

s
t
a
t
e
m
e
n
t
s

1,170

1,264

–

2,434

(36)

(169)

(296)

(501)

389
(3)

–
40

322
(33)

711
4

(424) 2,010
119
119
–
501
(453)
(453)
18
18
–
(711)
–
(4)
3
3

(25)
170

(25)
170

(148)

(148)

(148)

1,538

734 (1,578)

694

(338)

356

E
E
V

3,726

3,605

6,497 13,828

951 14,779

–
3,726

–
3,605

–

–
6,497 13,828

(179)
(179)
772 14,600

5,264

4,339

4,919 14,522

434 14,956

345

Notes on the EEV basis supplementary information
continued

16 Reconciliation of movement in shareholders’ funds continued

Notes
i

Profits are translated at average exchange rates, consistent with the method applied for statutory IFRS basis results. The amounts recorded above for
exchange rate movements reflect the difference between 2008 and 2007 exchange rates as applied to shareholders’ funds at 1 January 2008 and the
difference between 31 December 2008 and average 2008 rates for profits.
Investment in operations reflects increases in share capital. This includes certain non-cash items as detailed in note 17(b)(x).
For the purposes of the table above, goodwill related to Asia long-term operations (as shown in note 15) is included in Other operations.

ii
iii
iv Other transfers (from) to long-term business operations to other operations in 2008 represent:

Adjustment for net of tax asset management projected profits of 

covered business

Other adjustments 

Asian
operations
£m

US
operations
£m

UK
insurance
operations
£m

Total
long-term
business
operations
£m

(15)
12

(3)

(3)
43

40

(17)
(16)

(33)

(35)
39

4

EEV basis shareholders’ equity
at 31 December 2008

Analysed as:

Statutory IFRS basis shareholders’ equity
Additional retained profit on an EEV basis

EEV basis shareholders’ equity 

Comprising:

Free surplus
Required capital
Value of in-force business before deduction 
of cost of capital and of guarantees

Cost of capital
Cost of time value of guarantees

EEV basis shareholders’ equity
at 1 January 2008

Analysed as:

Statutory IFRS basis shareholders’ equity
Additional retained profit on an EEV basis

EEV basis shareholders’ equity

Comprising:

Free surplus
Required capital
Value of in-force business before deduction
of cost of capital and of guarantees

Cost of capital
Cost of time value of guarantees

Long-term business operations

Asian
operations
£m

US
operations
£m

UK
insurance
operations
£m

2,056
3,208

5,264

(240)
1,789

4,590
(869)
(6)

5,264

1,698
2,641

4,339

501
1,400

2,838
(18)
(382)

4,339

1,655
3,264

4,919

186
928

4,263
(372)
(86)

4,919

Total
long-term
business
operations
£m

5,409
9,113

14,522

447
4,117

11,691
(1,259)
(474)

14,522

Long-term business operations

Asian
operations
£m

US
operations
£m

UK
insurance
operations
£m

Total
long-term
business
operations
£m

1,258
2,468

3,726

49
907

3,245
(472)
(3)

3,726

2,690
915

3,605

1,147
1,072

1,612
(84)
(142)

3,605

1,364
5,133

6,497

272
891

5,641
(251)
(56)

6,497

5,312
8,516

13,828

1,468
2,870

10,498
(807)
(201)

13,828

Other
operations
£m

Group
total
£m

(351)
785

434

5,058
9,898

14,956

Other
operations
£m

750
22

772

Group
total
£m

6,062
8,538

14,600

346 Prudential plc Annual Report 2008

17 Reconciliation of net worth and value of in-force business

a Summary by business unit

Reconciliation of net worth and value 
of in-force business for 2008note i

Shareholders’ equity at 1 January 2008note vi
New business contributionnote ii, iii
Existing business – transfer to net worth
Expected return on existing business
Changes in operating assumptions and experience variances:
Adjustments in respect of certain statutory reserves, 

2008 £m

Required
capital

Total net
worth

2,870
472
(416)
130

4,338
(353)
997
183

Free
Surplus
note iv

1,468
(825)
1,413
53

Value of
in-force
business
note v

9,490
1,290
(997)
718

Total
long-term
business

13,828
937
–
901

required capital and surplus note borrowingsnote viii

(187)

(137)

(324)

284

(40)

Effect of establishment and increase in allowance for 
short-term credit risk under the statutory (Pillar l) 
reporting*

Other

Changes in non-operating assumptions and experience 

variances and minority interests

(Loss) profit on ordinary activities after tax and minority 

interests from long-term business 

Exchange movements
Intra-group dividends (including statutory transfer) and 

investment in operations

Mark to market value movements on Jackson assets backing 

surplus and required capital
Other transfers to net worthnote vii

Shareholders’ equity at 31 December 2008note vi

Representing:

Asian operations

Shareholders’ equity at 1 January 2008
New business contribution
Existing business – transfer to net worth
Expected return on existing business
Changes in operating assumptions and experience variances
Changes in non-operating assumptions and experience 

variances and minority interests

(Loss) profit on ordinary activities after tax and minority 

interests from long-term business

Exchange movements
Intra-group dividends (including statutory transfer) and 

investment in operations
Other transfers from net worth

Shareholders’ equity at 31 December 2008

(770)
(64)
(1,021)

(915)

(1,295)
76

342

(148)
4

447

49
(243)
459
(8)
(181)

(521)

(494)
(145)

353
(3)

(240)

41
169
73

165

424
823

(729)
105
(948)

705
210
1,199

(24)
315
251

(750)

(3,145)

(3,895)

(871)
899

(935)
1,535

(1,806)
2,434

342

(132)

210

(148)
4

4,564

(148)
4

9,958

14,522

4,117

907
42
(85)
61
178

256

452
430

956
(201)
374
53
(3)

(265)

(42)
285

353
(3)

2,770
751
(374)
283
71

3,726
550
–
336
68

(671)

(936)

60
885

18
1,170

353
(3)

1,789

1,549

3,715

5,264

F
i

n
a
n
c
i
a
l

s
t
a
t
e
m
e
n
t
s

E
E
V

347

Notes on the EEV basis supplementary information
continued

17 Reconciliation of net worth and value of in-force business continued

a Summary by business unit continued

Reconciliation of net worth and value 
of in-force business for 2008note i

US operations

Shareholders’ equity at 1 January 2008
New business contribution
Existing business – transfer to net worth
Expected return on existing business
Changes in operating assumptions and experience variances:
Adjustments in respect of certain statutory reserves, 

required capital and surplus note borrowingsnote viii

Other

Changes in non-operating assumptions and experience 

variances and minority interests

(Loss) profit on ordinary activities after tax and minority 

interests from long-term business

Exchange movements
Intra-group dividends (including statutory transfer) 

and investment in operations

Mark to market value movements on Jackson assets 

backing surplus and required capital

Other transfers to net worth

Shareholders’ equity at 31 December 2008

UK insurance operations

Shareholders’ equity at 1 January 2008
New business contribution
Existing business – transfer to net worth
Expected return on existing business
Changes in operating assumptions and experience variances:
Adjustment in respect of certain statutory reservesnote viii
Effect of establishment and increase in allowance 
for short-term credit risk under statutory 
(Pillar l) reporting*

Other

Changes in non-operating assumptions and experience 

variances and minority interests

(Loss) profit on ordinary activities after tax and minority 

interests from long-term business

Intra-group dividends (including statutory transfer) 

and investment in operations

Other transfers from net worth

Shareholders’ equity at 31 December 2008

Free
surplus
note iv

1,147
(289)
379
37

(110)
(1)
(111)

(606)

(590)
221

(169)

(148)
40

501

272
(293)
575
24

(77)

(770)
118
(729)

212

(211)

158
(33)

186

2008 £m

Required
capital

Total net
worth

Value of
in-force
business
note v

Total
long-term
business

1,072
265
(226)
40

(137)
(7)
(144)

(65)
393

1,400

891
165
(105)
29

2,219
(24)
153
77

(247)
(8)
(255)

(606)

(655)
614

(169)

(148)
40

1,901

1,163
(128)
470
53

1,386
214
(153)
75

207
87
294

3,605
190
–
152

(40)
79
39

(28)

(634)

402
650

2,438

5,334
325
(470)
360

(253)
1,264

(169)

(148)
40

4,339

6,497
197
–
413

–

(24)
168
144

–

(77)

77

41
(2)
39

(91)

37

(729)
116
(690)

705
52
834

121

(2,446)

(2,325)

(174)

(1,397)

(1,571)

158
(33)

(132)

26
(33)

928

1,114

3,805

4,919

*This adjustment reflects the reserve for short-term credit risk that was established for Pillar l reporting subsequent to the EEV full year 2007 basis results

announced in March 2008 and the movement in 2008.

Notes
i
ii

All figures are shown net of tax.
The movements arising from new business contribution are as follows:

Free surplus
Required capital

Total net worth
Value of in-force business
Total long-term business5

348 Prudential plc Annual Report 2008

2008
£m

(825)
472

(353)
1,290

937

2007
£m

(544)
308

(236)
1,094

858

iii New business capital usage

Asian operations
US operations
UK insurance operations

Free 
surplus

£m

(243)
(289)
(293)

(825)

Annual

New business 
premium capital usage
per £100m
APE

equivalent 
(APE)
note 5a
£m

1,362
716
947

3,025

£m

18
40
31

27

iv Free surplus is the market value of the net worth in excess of the capital required to support the covered business. Where appropriate, adjustments
are made to the regulatory basis net worth from the local regulatory basis so as to include backing assets movements at fair value rather than cost so
as to comply with the EEV principles.

v Value of in-force business includes the value of future margins from current in-force business less the cost of holding encumbered capital. 
Included in the EEV basis shareholders’ funds of long-term business operations of £14,522 million (2007: £13,828 million) is £409 million 
vi
(2007: £349 million) in respect of asset management business falling within the scope of covered business as follows:

Asian operations
US operations
UK insurance operations

vii Other transfers from net worth

Adjustment for net of tax asset management projected profits of covered business
Other adjustments

2008
£m

273
19
117

409

2007
£m

204
12
133

349

2008
Note 16iv
£m

(35)
39

4

viii The charge of £40 million to total EEV represents the cost of capital relating to the reallocation of certain items from net worth to the value of in-force

business for US and UK operations. These adjustments related to the following items:

US operations:
Interest Maintenance Reserve (IMR) and certain statutory reserves 

relating to variable annuity businessnote 1

Required capitalnote 2
Surplus note borrowingsnote 3

UK insurance operationsnote 4

Total

Free
surplus

Required
capital

2008 £m

Net
worth

Value of
in-force
business

Total
long-term
business

(404)
137
157

(110)
(77)

(187)

–
(137)
–

(137)
–

(137)

(404)
0
157

(247)
(77)

(324)

353
11
(157)

207
77

284

(51)
11
–

(40)
–

(40)

F
i

n
a
n
c
i
a
l

s
t
a
t
e
m
e
n
t
s

1 These reserves represent additional prudent reserves recognised for local regulatory purposes and comprise reductions in free surplus of 

£(45) million in respect of the Interest Maintenance Reserve (IMR) and £(359) million relating to certain statutory reserves for variable annuity
business. The value of in-force business reflects an increase of £38 million in respect of the IMR and £315 million in respect of the reallocation of
other statutory reserves. The IMR is a statutory liability in respect of realised gains on the sale of bonds which, on a regulatory basis, are amortised
to income over time, in line with the duration of the bonds sold. The statutory reserves are in respect of guarantees on variable annuity products in
excess of the surrender value. Previously for EEV basis reporting, the IMR and these certain statutory variable annuity reserves were immediately
released from the value of in-force business and treated as elements of free surplus. Their reallocation to the value of in-force business reflects the
reinstatement of these amounts as explicit liabilities, consistent with the regulatory basis.

2 The adjustment to reduce required capital for US operations represents a current year refinement to align the amount with the required level

which has been set as an amount at least equal to 235 per cent of the risk-based capital required by National Association of Insurance
Commissioners at the Company Action Level, which is sufficient to meet the economic capital requirement.

3 The surplus note borrowings have been reflected as contributing to the capital in the net worth but with the obligation deducted from the value of

in-force business.

4 These reserves represent additional prudent reserves recognised for local regulatory purposes.

E
E
V

349

Notes on the EEV basis supplementary information
continued

17 Reconciliation of net worth and value of in-force business continued

b Group analysis of underlying business activity
The following analysis shows the movement in embedded value arising from the Group’s underlying business activity and the
effects of the current extraordinary market conditions.

Groupnote i

Underlying movement
New business
Business in force  – expected transfer

– unwind of discount, effects of 

changes in operating assumptions, 
operating experience variances and 
other operating itemsnote vii

Investment movements and economic effects:

UKIO additional allowance for short-term credit risknote iv
Jackson impairment losses in excess of longer term expected 

returns net of defaults

Other investment movements and effect of changes in 

economic assumptionsnote v

Net cash flows to parent companynote viii
Other itemsnote ix

Net movement
Balance at 1 January 2008

Balance at 31 December 2008

Free 
surplus 
note ii
£m

(825)
1,413 

(11)

577

(770)

(268)

(647)

(1,685)

(166)
253

(1,021)
1,468 

447 

Required
capital
note iii
£m

472 
(416)

299

355

41 

0 

165

206

0 
686

1,247 
2,870 

4,117 

Net 
worth
£m

(353)
997 

288

932

(729)

(268)

(482)

(1,479)

(166)
939

226 
4,338 

4,564 

Value
of in-force 
business
£m

Total
long-term
business 
£m

1,290 
(997)

937 
– 

928

1,221

705 

0 

(3,145)

(2,440)

(132)
1,819

468 
9,490 

9,958 

1,216

2,153

(24)

(268)

(3,627)

(3,919)

(298)
2,758

694 
13,828 

14,522

Notes
i
ii

All figures are shown net of tax.
Free surplus is the market value of the net worth in excess of the capital required to support the covered business. Where appropriate adjustments
are made to the regulatory basis net worth from the local regulatory basis so as to include backing assets movements at fair value rather than cost so
as to comply with the EEV principles.

iii Prudential has based required capital on its internal targets for economic capital subject to it being at least the local statutory minimum requirements,

as described in note 2b.

iv The increase in UKIO credit provisions reflects the allowances explained in note 3.
v Other investment movements and effect of changes in economic assumptions represent:

Other investment movementsnote vi
Effect of changes in economic assumptionsnote vii

Free 
surplus 
note ii
£m

(681)
34

(647)

Required
capital
note iii
£m

(27)
192

165

Net 
worth
£m

(708)
226

(482)

Value
of in-force 
business
£m

(2,496)
(649)

(3,145)

Total
long-term
business 
£m

(3,204)
(423)

(3,627)

vi

Investment movements primarily reflect temporary market movements on the portfolio of investments held by the Group’s shareholder-backed
operations together with the shareholders’ 10 per cent interest in the value movements on the assets in the with-profits funds.

vii The underlying movement in free surplus includes £85 million for the effect of rebalancing the asset portfolio for UK annuity business, as described 

in note 6iv c. The effect of changes in economic assumptions on free surplus includes a credit of £166 million in respect of rebalancing as described in
note 12.

viii Net cash flows to or from parent company reflect the flows for long-term business operations as included in the holding company cash flow at

transaction rate.

350 Prudential plc Annual Report 2008

Notes continued
ix Other items represent:

Exchange movements17a
Mark to market value movements on Jackson assets backing 

surplus and required capital

Othernote x

Free 
surplus 
note ii
£m

76

(148)
325

253

Required
capital
note iii
£m

823

–
(137)

686

Net 
worth
£m

899

(148)
188

939

Value
of in-force 
business
£m

Total
long-term
business 
£m

1,535

–
284

1,819

2,434

(148)
472

2,758

x

The effect of other items on total embedded value of £472 million primarily relate to the impact on free surplus of an intra-group capital adjustment 
in respect of UK insurance operations of £320 million, an adjustment for funds loaned to the parent company of £133 million from Singapore and an
adjustment of £50 million to reflect the cash flows to parent company at year end rates of exchange, consistent with the closing embedded value.
Also included is a net overall charge of £(40) million for the reallocation of certain statutory reserves for UK insurance and US operations, an
adjustment to required capital and the reallocation of surplus note borrowings for US operations. The effect of these adjustments is a decrease in 
free surplus of £(187) million, a reduction in required capital of £(137) million and an increase in the value of in-force business of £284 million.

18 Expected transfer of value of in-force business to free surplus

The discounted value of in-force business and required capital at 31 December 2008 can be reconciled to the analysis of free
surplus crystallisation as follows:

Required capital17
Value of in-force (VIF) 17
Add: cost of time value of guarantees16
Other items 

2008
£m

4,117
9,958
474
(181)

14,368

Other items includes the deduction of the value of the shareholders’ interest in the Estate, the value of which is derived by
increasing final bonus rates so as to exhaust the estate over the lifetime of the in-force with-profits business. This is an assumption
to give an appropriate valuation. To be conservative this item is excluded from the value of the Estate from the expected free
surplus generation profile below. Offset against this value are amounts treated as capital for regulatory purposes (and hence
treated as capital for net worth purposes) but which are deducted in full against the VIF (i.e. the full undiscounted value). 
Cash flows are projected on a certainty equivalent basis and are discounted at the appropriate risk discount rate. The
modelled cash flows use the same methodology underpinning the Group’s embedded value methodology reporting and so is
subject to the same assumptions and sensitivities.

The table below shows how the VIF generated by the in-force business at 31 December 2008 and the associated required

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Asian operations
US operations
UK insurance operations

Total

Expected period of conversion of future post tax distributable earnings 
and required capital flows to free surplus 

2008 Total
as shown above
£m

5,373
4,374 
4,621 

14,368

100%

1-5 years
£m

6-10 years
£m

11-15 years
£m

16-20 years
£m

20+ years
£m

1,746
2,415
2,297 

6,458

45%

1,150
1,167
975 

3,292

23%

859
460
600 

1,919

13%

564
180
389 

1,133

8%

1,054
152 
360 

1,566

11%

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Notes on the EEV basis supplementary information
continued

19 Sensitivity of results to alternative assumptions

a Sensitivity analysis – economic assumptions
The tables below show the sensitivity of the embedded value as at 31 December 2008 (31 December 2007) and the new 
business contribution after the effect of encumbered capital for 2008 and 2007 to:

• One per cent increase in the discount rates;
• one per cent increase and decrease in interest rates, including all consequential changes (assumed investment returns for 

all asset classes, market values of fixed interest assets, risk discount rates);

• one per cent rise in equity and property yields;
• 10 per cent fall in market value of equity and property assets (not applicable for new business contribution); and
• holding company statutory minimum capital (by contrast to economic capital).

In each sensitivity calculation, all other assumptions remain unchanged except where they are directly affected by the revised
economic conditions.

2008 £m

Asian
operations

US
operations

UK
insurance
operations

Total
long-term
business 
operations

741

(88)
(20)
23
30

293

(25)
21
(47)
28

273

(52)
(5)
6
15

1,307

(165)
(4)
(18)
73

5,264

4,339

4,919

14,522

(564)
0
(36)
294
(129)
513

(170)
(123)
19
114
(117)
11

(361)
(98)
121
276
(381)
5

(1,095)
(221)
104
684
(627)
529

2007 £m

Asian
operations

US
operations

UK
insurance
operations

Total
long-term
business 
operations

643

(77)
(16)
13
33

285

(29)
5
(18)
30

277

(36)
(5)
5
15

1,205

(142)
(16)
0
78

3,726

3,605

6,497

13,828

(386)
(29)
2
234
(136)
315

(129)
(120)
17
58
(63)
59

(534)
(95)
113
405
(519)
8

(1,049)
(244)
132
697
(718)
382

New business profit for 2008
As reported5

Discount rates – 1% increase
Interest rates – 1% increase
Interest rates – 1% decrease
Equity/property yields – 1% rise

Embedded value of long-term operations at 31 December 2008
As reported16

Discount rates – 1% increase
Interest rates – 1% increasenote i
Interest rates – 1% decreasenote i
Equity/property yields – 1% rise
Equity/property market values – 10% fall
Statutory minimum capital

New business profit for 2007
As reported5

Discount rates – 1% increase
Interest rates – 1% increase
Interest rates – 1% decrease
Equity/property yields – 1% rise

Embedded value of long-term operations at 31 December 2007
As reported16

Discount rates – 1% increase
Interest rates – 1% increasenote i
Interest rates – 1% decreasenote i
Equity/property yields – 1% rise
Equity/property market values – 10% fall 
Statutory minimum capital

352 Prudential plc Annual Report 2008

Notes
i

Asian operations

2008

Asian operations
Established markets
Taiwan*
Korea
Indonesia
Other

Embedded
value of
long-term
operations
£m

Interest rates

1%
increase
£m

1%
decrease
£m

3,981
(205)
338
314
836

5,264

(115)
126
(7)
(8)
4

–

151
(194)
6
10
(9)

(36)

*Taiwan sensitivity to starting bond rate (i.e. the starting bond rate for the progression to the assumed long-term rate):

Taiwan

Embedded
value at
31 Dec 2008
£m

1%
increase
in the
starting
bond rate
£m

1%
decrease
in the
starting
bond rate
£m

(205)

154

(165)

If it had been assumed in preparing the 2008 results for Taiwan that interest rates remained at the current level of around 1.4 per cent until 31 December
2009 and the progression period in bond yields was delayed by a year so as to end on 31 December 2019, there would have been a reduction in the
Taiwan embedded value of £(74) million.

2007

Asian operations
Established markets
Taiwan*
Korea
Indonesia
Other

Embedded
value of
long-term
operations
£m

Interest rates

1%
increase
£m

1%
decrease
£m

2,704
(12)
304
180
550

3,726

(77)
67
(7)
(3)
(9)

(29)

83
(91)
7
2
1

2

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*Taiwan sensitivity to starting bond rate (i.e. the starting bond rate for the progression to the assumed long-term rate):

Taiwan

Embedded
value at
31 Dec 2007
£m

1%
increase
in the
starting
bond rate
£m

1%
decrease
in the
starting
bond rate
£m

(12)

73

(57)

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Notes on the EEV basis supplementary information
continued

19 Sensitivity of results to alternative assumptions continued

b Sensitivity analysis – non-economic assumptions
The tables below show the sensitivity of the embedded value as at 31 December 2008 (31 December 2007) and the new business
contribution after the effect of encumbered capital for 2008 and 2007 to:

• 10 per cent proportionate decrease in maintenance expenses (a 10 per cent sensitivity on a base assumption of £10 per annum

would represent an expense assumption of £9 per annum); 

• 10 per cent proportionate decrease in lapse rates (a 10 per cent sensitivity on a base assumption of five per cent would represent

a lapse rate of 4.5 per cent per annum); and

• five per cent proportionate decrease in base mortality and morbidity rates (i.e. increased longevity).

New business profit for 2008
As reported5

Maintenance expenses – 10% decrease
Lapse rates – 10% decrease
Mortality and morbidity – 5% decrease
Change representing effect on:

Life business
Annuity business

2008 £m

Asian
operations

US
operations

UK
insurance
operations

741

293

22
62
27

27
–

6
23
6

6
–

273

7
11
(20)

–
(20)

Total
long-term
business 
operations

1,307

35
96
13

33
(20)

Embedded value of long-term operations at 31 December 2008
As reported16

5,264

4,339

4,919

14,522

Maintenance expenses – 10% decrease
Lapse rates – 10% decrease
Mortality and morbidity – 5% decrease
Change representing effect on:

Life business
Annuity business

New business profit for 2007
As reported5

Maintenance expenses – 10% decrease
Lapse rates – 10% decrease
Mortality and morbidity – 5% decrease
Change representing effect on:

Life business
Annuity business

Embedded value of long-term operations at 31 December 2007
As reported16

Maintenance expenses – 10% decrease
Lapse rates – 10% decrease
Mortality and morbidity – 5% decrease
Change representing effect on:

Life business
Annuity business

92
194
172

172
–

36
80
(71)

5
(76)

173
451
222

298
(76)

45
177
121

121
–

2007 £m

Asian
operations

US
operations

UK
insurance
operations

643

285

20
62
21

21
–

6
19
4

4
–

277

8
8
(14)

–
(14)

Total
long-term
business 
operations

1,205

34
89
11

25
(14)

3,726

3,605

6,497

13,828

54
142
98

98
–

30
123
74

74
–

36
87
(103)

9
(112)

120
352
69

181
(112)

354 Prudential plc Annual Report 2008

20 Adoption of the principles of IFRIC 14 for accounting for pension schemes

To provide consistency with the basis applied for IFRS reporting, the EEV basis results reflect adoption of the principles of IFRIC
14 for accounting for pension schemes. The impact of the adoption is as follows:

Operating profit from continuing operations 
based on longer-term investment returns
Short-term fluctuations in investment returns
Mark to market value movements on core 

borrowings

Shareholders’ share of actuarial and other gains 

and losses on defined benefit pension schemes

Effect of changes in economic assumptions and 
time value of cost of options and guarantees

(Loss) profit before tax
Tax credit (charge)

(Loss) profit after tax
Discontinued operations
Less: minority interests

(Loss) profit for the year
Other movements in reserves
Shareholders’ equity at beginning of year

Shareholders’ equity at end of year

Previous 
basis

2,992
(5,127)

656

17

(581)

(2,043)
754

(1,289)
–
(3)

(1,292)
1,694
14,779

15,181

2008 £m

Effect of
adoption

Revised
basis

As
published

Effect of
adoption 

After
change

2007 £m

(31)

2,961
(5,127)

2,542
174

(12)

656

(15)

(581)

(2,106)
771

(1,335)
–
(3)

(1,338)
1,694
14,600

14,956

223

116

748

3,803
(961)

2,842
241
(21)

3,062
(166)
11,883

14,779

(32)

(63)
17

(46)

(46)

(179)

(225)

(121)

(133)
34

(99)

(99)

(80)

(179)

2,530
174

223

(5)

748

3,670
(927)

2,743
241
(21)

2,963
(166)
11,803

14,600

The changes reflect the aggregate of those under IFRS, as shown in note I1 to the IFRS Financial Statements, and the shareholders’
10 per cent interest in the PAC with-profits element of the effect of the adoption of IFRIC 14 for accounting for pension schemes
reflected under EEV reporting.

21

Intended sale of legacy agency book and agency force in Taiwan to China Life Insurance of Taiwan

On 20 February 2009, the Company announced that it had entered into an agreement to sell the assets and liabilities of its agency
distribution business and its agency force in Taiwan to China Life Insurance Company Ltd of Taiwan for the nominal sum of NT$1.
In addition, Prudential will invest £45 million to purchase a 9.95 per cent stake in China Life through a share placement. The
business being transferred represents 94 per cent of Prudential’s in-force liabilities in Taiwan and includes Prudential’s legacy
interest rate guaranteed products. The transfer is subject to regulatory approval.

After taking account of EEV shareholders’ funds at 31 December 2008 of the business and restructuring and other costs the

Group’s EEV shareholders’ equity is expected to increase by approximately £90 million. 

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Notes on the EEV basis supplementary information
continued

Intended sale of legacy agency book and agency force in Taiwan to China Life Insurance of Taiwan

21
continued

The movement in shareholders’ EEV equity of the total Taiwan life business for 2008 comprised:

Operating profit based on longer-term investment returns from:
New business
Business in force

Total

Short-term fluctuations in investment returns
Effect of changes in economic assumptions and time value of cost of options and guarantees
Shareholders’ share of actuarial and other gains and losses on defined benefit pension schemes

Loss before tax
Total tax
Minority interests

Loss for the financial year

Investment by parent companynote i
Exchange and other reserve movements

Net movement
Shareholders’ equity at 1 January 2008

Shareholders’ equity at 31 December 2008

Note
i

Comprising £66 million for solvency capital and £27 million for business development.

£m

120
(16)

104

(163)
(185)
(3)

(247)
12
2

(233)

93
(53)

(193)
(12)

(205)

356 Prudential plc Annual Report 2008

Statement of directors’ responsibilities in respect 
of the European Embedded Value (EEV) basis 
supplementary information

The directors have chosen to prepare supplementary
information in accordance with the EEV Principles issued 
in May 2004 by the CFO Forum of European Insurance
Companies and expanded by the Additional Guidance 
on European Embedded Value Disclosures issued in 
October 2005.

When compliance with the EEV Principles is stated, those
principles require the directors to prepare supplementary
information in accordance with the Embedded Value
Methodology (EVM) contained in the EEV Principles and 
to disclose and explain any non-compliance with the 
EEV guidance included in the EEV Principles.

In preparing the EEV supplementary information, the 
directors have:

• Prepared the supplementary information in accordance with

the EEV Principles;

• identified and described the business covered by the EVM;
• applied the EVM consistently to the covered business;
• determined assumptions on a realistic basis, having regard 
to past, current and expected future experience and to any
relevant external data, and then applied them consistently;

• made estimates that are reasonable and consistent; and
• described the basis on which business that is not covered

business has been included in the supplementary
information, including any material departures from 
the accounting framework applicable to the Group’s 
financial statements.

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Independent auditor’s report to Prudential plc 
on the European Embedded Value (EEV) basis 
supplementary information

We have audited the EEV basis supplementary information
(the supplementary information) of Prudential plc on pages
318 to 356 in respect of the year ended 31 December 2008.
The supplementary information has been prepared in
accordance with the European Embedded Value Principles
issued in May 2004 by the CFO Forum of European Insurance
Companies and expanded by the Additional Guidance on
European Embedded Value Disclosures issued in October
2005 (together the EEV Principles) using the methodology and
assumptions set out on pages 322 to 330. The supplementary
information should be read in conjunction with the Group
financial statements which are on pages 131 to 315.

This report is made solely to the Company in accordance 
with the terms of our engagement. Our audit work has been
undertaken so that we might state to the Company those
matters we have been engaged to state in this report and for 
no other purpose. To the fullest extent permitted by law, we 
do not accept or assume responsibility to anyone other than
the Company for our audit work, for this report, or for the
opinions we have formed.

Respective responsibilities of directors and auditor
As described in the statement of directors’ responsibilities 
on page 357, the directors’ responsibilities include preparing
the supplementary information on the EEV basis in accordance
with the EEV Principles. Our responsibilities, as independent
auditor, in relation to the supplementary information are
established in the UK by the Auditing Practices Board, by 
our profession’s ethical guidance and the terms of our
engagement.

Under the terms of engagement we are required to report to
the Company our opinion as to whether the supplementary
information has been properly prepared in accordance with
the EEV Principles using the methodology and assumptions 
set out on pages 322 to 330. We also report if we have not
received all the information and explanations we require 
for this audit.

Basis of audit opinion
We conducted our audit having regard to International
Standards on Auditing (UK and Ireland) issued by the Auditing
Practices Board. An audit includes examination, on a test basis,
of evidence relevant to the amounts and disclosures in the
supplementary information. It also includes an assessment of
the significant estimates and judgements made by the directors
in the preparation of the supplementary information, and of
whether the accounting policies applied in the preparation of
the supplementary information are appropriate to the Group’s
circumstances, consistently applied and adequately disclosed.

We planned and performed our audit so as to obtain all the
information and explanations which we considered necessary
in order to provide us with sufficient evidence to give
reasonable assurance that the supplementary information 
is free from material misstatement, whether caused by fraud 
or other irregularity or error. In forming our opinion, we also
evaluated the overall adequacy of the presentation of the
supplementary information.

Opinion
In our opinion, the EEV basis supplementary information 
for the year ended 31 December 2008 has been properly
prepared in accordance with the EEV Principles using the
methodology and assumptions set out on pages 322 to 330.

KPMG Audit Plc
Chartered Accountants
London

18 March 2009

358 Prudential plc Annual Report 2008

360 Risk factors
364 Shareholder information
366 How to contact us

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Additional information
Risk factors

A number of factors (risk factors) affect Prudential’s operating
results and financial condition and, accordingly, the trading
price of its shares. The risk factors mentioned below should not
be regarded as a complete and comprehensive statement of all
potential risks and uncertainties. The information given is as of
the date of this report, is not updated, and any forward-looking
statements are made subject to the reservations specified
under ‘Forward-Looking Statements’(page 367). 

Prudential's businesses are inherently
subject to market fluctuations and general 
economic conditions.
Prudential’s businesses are inherently subject to market
fluctuations and general economic conditions. Uncertain 
or negative trends in international economic and investment
climates which have adversely affected Prudential’s business
and profitability could be repeated, or prolonged, or could
worsen. The adverse effects of such trends, including the
unprecedented market dislocation across asset classes and
geographical markets witnessed since mid-2008, have been
and would be felt principally through the following:

• Reduced investment returns could impair its ability to 
write significant volumes of new business as a result of
market volatility, which would have a negative impact 
on Prudential’s assets under management and profit;

• higher credit defaults and wider credit and liquidity spreads
resulting in realised and unrealised credit losses, as recently
experienced when illiquidity and credit spreads reached 
all-time highs;

• Prudential in the normal course of business enters into a
variety of transactions, including derivative transactions, 
with counterparties. Failure of any of these counterparties 
to discharge their obligations, or where adequate collateral 
is not in place, could have an adverse impact on Prudential’s
results; and

• in certain illiquid or closed markets, determining the value 
at which financial instruments can be realised is highly
subjective. Processes to ascertain value and estimates 
of value require substantial elements of judgement,
assumptions and estimates (which may change over time).
Increased illiquidity also adds to uncertainty over the
accessibility of financial resources and may reduce capital
resources as valuations decline.

In the United Kingdom, a significant part of Prudential’s
shareholders’ profit is related to bonuses for policyholders
declared on its with-profits products, which are broadly based
on historic and current rates of return on equity, real estate and
fixed income securities, as well as Prudential’s expectations of
future investment returns. For all lines of business, fluctuations
in financial risk factors will affect the Company’s results. In
2008, Prudential has had to operate against a challenging
background of unprecedented volatility in capital and equity
markets, interest rates and widespread economic uncertainty.

In the United States, fluctuations in interest rates can affect
results from Jackson National Life Insurance Company
(Jackson), which has a significant spread-based business 
and where the majority of investments are in fixed-income
securities. The spread is the difference between the rate 
of return Jackson is able to earn on the assets backing the
policyholders’ liabilities and the amounts that are credited 
to policyholders in the form of benefit increases, subject to
minimum crediting rates. During 2008, the US financial
services industry faced an unprecedented array of challenges:
the S&P 500 index fell by 38.5 per cent, government interest
rates fell to historic lows, and global markets experienced 
a significant increase in volatility. In addition, credit markets
seized and global credit spreads widened to historic levels.
These factors have significantly contributed to the substantial
increases in Jackson’s unrealised losses. Jackson also writes 
a significant amount of variable annuities that offer capital 
or income protection guarantees. There could be unforeseen
market circumstances where the derivatives that it enters into
to hedge its market risks may not fully offset its losses, and any
cost of the guarantees that remain unhedged will also affect
the Company’s results.

For some non unit-linked products, in particular those written
in some of the Group’s Asian operations, it may not be possible
to hold assets which will provide cash flows to exactly match
those relating to policyholder liabilities. This is particularly true
in those countries where bond markets are not developed and
in certain markets such as Taiwan where regulated surrender
values are set by regulators with reference to the interest rate
environment prevailing at time of policy issue. This results in 
a mismatch due to the duration and uncertainty of the liability
cash flows and the lack of sufficient assets of a suitable
duration. This residual asset/liability mismatch risk can be
managed but not eliminated. Where interest rates in these
markets remain lower than interest rates used to calculate
surrender values over a sustained period this could have 
an adverse impact on the Group’s reported profit.

Prudential is subject to the risk of exchange rate
fluctuations owing to the geographical diversity 
of its businesses.
Due to the geographical diversity of Prudential’s businesses, it
is subject to the risk of exchange rate fluctuations. Prudential’s
international operations in the United States and Asia, which
represent a significant proportion of operating profit and
shareholders’ funds, generally write policies and invest in assets
denominated in local currency. Although this practice limits the
effect of exchange rate fluctuations on local operating results, 
it can lead to significant fluctuations in Prudential’s consolidated
financial statements upon translation of results into pounds
sterling. The currency exposure relating to the translation of
reported earnings is not separately managed. Consequently,
this could impact on the Group’s gearing ratios (defined as 
debt over debt plus shareholders’ funds). The impact of gains
or losses on currency translations is recorded as a component
within the statement of changes in equity.

360 Prudential plc Annual Report 2008
360 Prudential plc Annual report 2008

Prudential conducts its businesses subject 
to regulation and associated regulatory risks,
including the effects of changes in the laws,
regulations, policies and interpretations and 
any accounting standards in the markets in 
which it operates.
Changes in government policy, legislation or regulatory
interpretation applying to companies in the financial 
services and insurance industries in any of the markets in 
which Prudential operates, which in some circumstances may
be applied retrospectively, may adversely affect Prudential’s
product range, distribution channels, capital requirements 
and, consequently, reported results and financing requirements.
For instance, regulators in jurisdictions in which Prudential
operates may change the level of capital required to be held 
by individual businesses. Also these changes could include
possible changes in the regulatory framework for pension
arrangements and policies, the regulation of selling practices
and solvency requirements. Furthermore, as a result of the
recent interventions by governments in response to global
economic conditions, it is widely expected that there will be a
substantial increase in government regulation and supervision
of the financial services industry, including the possibility of
higher capital requirements, restrictions on certain types of
transaction structure, and enhanced supervisory powers.

The current EU Insurance Groups Directive (IGD) requires
European financial services groups to demonstrate net
aggregate surplus capital in excess of solvency requirements 
at the Group level in respect of shareholder-owned entities.
The test is a continuous requirement, so that Prudential needs
to maintain a somewhat higher amount of regulatory capital at
the Group level than otherwise necessary in respect of some 
of its individual businesses to accommodate, for example, short-
term movements in global foreign exchange rates, interest
rates, deterioration in credit quality and equity markets. In
addition, changes in the local regulatory environment of
countries where this is deemed equivalent to the EU could
affect the calculation of the Group’s solvency position. The
application of Solvency II, the new European Union solvency
framework for insurers, to international groups is still unclear
and there is a risk of inconsistent application in different
member states which may place Prudential at a competitive
disadvantage to other European and non-European financial
services groups.

Various jurisdictions in which Prudential operates have created
investor compensation schemes that require mandatory
contributions from market participants in some instances in the
event of a failure of a market participant. As a major participant
in the majority of its chosen markets, circumstances could arise
where Prudential, along with other companies, may be
required to make additional material contributions.

The Group's accounts are prepared in accordance with 
current international financial reporting standards (IFRS)
applicable to the insurance industry. The International
Accounting Standards Board (IASB) introduced a framework
that it described as Phase I that permitted insurers to continue
to use the statutory basis of accounting that existed in their
jurisdictions prior to January 2005. The IASB has published
proposals in its Phase II discussion paper that would introduce
significant changes to the statutory reporting of insurance
entities that prepare accounts according to IFRS. It is uncertain
in what form the proposals in the discussion paper will be taken
forward into a definitive IFRS and when such changes might
take effect.

European Embedded Value (EEV) basis results are published 
as supplementary information. The EEV basis is a value based
reporting method for Prudential's long-term business which is
used by market analysts and which underpins a significant part
of the key performance indicators used by the Company's
management for both internal and external reporting
purposes. In June 2008, in an effort to improve still further the
consistency and transparency of embedded value reporting,
the Chief Financial Officers’ (CFO) Forum published the initial
Market Consistent Embedded Value (MCEV) Principles. The
CFO Forum announced on 19 December 2008, that it would 
be reviewing the Principles given the current turbulent markets.
They acknowledged that the MCEV principles were designed
during a period of relatively stable market conditions and their
application could, in turbulent markets, lead to misleading
results.The review may lead to changes to the published
MCEV Principles or the issuance of guidance. On completion
of this review, Prudential will consider its approach to them. 
If Prudential adopts the new Principles, this will result in a
restatement of reported EEV results and change the 
reporting basis of future results.

The resolution of several issues affecting the
financial services industry could have a negative
impact on Prudential’s reported results or on its
reputation or on its relations with current and
potential customers.
Prudential is, and in the future may be, subject to legal and
regulatory actions in the ordinary course of its business, both 
in the United Kingdom and internationally. This could be a
review of business sold in the past under previously acceptable
market practices at the time such as the requirement in the
United Kingdom to provide redress to certain past purchasers
of pension and mortgage endowment policies, changes to 
the tax regime affecting products and regulatory reviews on
products sold and industry practices, including in the latter
case businesses it has closed.

Regulators particularly, but not exclusively, in the United States
and the United Kingdom are moving towards a regime based
on principles-based regulation which brings an element of
uncertainty. These regulators are increasingly interested in 
the approach that product providers use to select third-party
distributors. In some cases product providers can be held
responsible for the deficiencies of third-party distributors.

In the United States, federal and state regulators have 
focused on, and continue to devote substantial attention to,
the mutual fund, fixed index and variable annuity and insurance
product industries. This includes new regulations in respect 
of the suitability of broker-dealers’ sales of certain products. 
As a result of publicity relating to widespread perceptions 
of industry abuses, there have been numerous regulatory
inquiries and proposals for legislative and regulatory reforms.

In Asia, regulatory regimes are developing at different 
speeds, driven by a combination of global factors and local
considerations. There is a risk that new requirements are
retrospectively applied to sales made prior to their introduction. 

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Additional information
Risk factors 
continued

Litigation and disputes may adversely affect
Prudential’s profitability and financial condition.
Prudential is, and may be in the future, subject to legal actions
and disputes in the ordinary course of its insurance, investment
management and other business operations. These legal
actions and disputes may relate to aspects of Prudential’s
businesses and operations that are specific to Prudential, or
that are common to companies that operate in Prudential’s
markets. Legal actions and disputes may arise under contracts,
regulations or from a course of conduct taken by Prudential,
and may be class actions. Although Prudential believes that it
has adequately provisioned in all material aspects for the costs
of litigation and regulatory matters, no assurance can be
provided that such provisions are sufficient. Given the large or
indeterminate amounts of damages sometimes sought, and the
inherent unpredictability of litigation and disputes, it is possible
that an adverse outcome could, from time to time, have an
adverse effect on Prudential’s results of operation or cash flows.

Prudential’s businesses are conducted in highly
competitive environments with developing
demographic trends and Prudential’s continued
profitability depends on its management’s ability 
to respond to these pressures and trends.
The markets for financial services in the United Kingdom,
United States and Asia are highly competitive, with several
factors affecting Prudential’s ability to sell its products and 
its continued profitability, including price and yields offered,
financial strength and ratings, range of product lines and
product quality, brand strength and name recognition,
investment management performance, historical bonus levels,
developing demographic trends and customer appetite for
certain savings products. In some of its markets Prudential faces
competitors that are larger, have greater financial resources or a
greater market share, offer a broader range of products or have
higher bonus rates or claims-paying ratios. Further, heightened
competition for talented and skilled employees with local
experience, particularly in Asia, may limit the Group’s potential
to grow its business as quickly as planned.

Within the United Kingdom, Prudential’s principal competitors
in the life insurance market include many of the major retail
financial services companies including, in particular, Aviva,
Legal & General, Lloyds Banking Group and Standard Life.

Jackson’s competitors in the United States include major stock
and mutual insurance companies, mutual fund organisations,
banks and other financial services companies such as AIG,
AXA, Hartford, Lincoln National, MetLife and TIAA-CREF.

In Asia, the Group’s main regional competitors are international
financial companies, including AIG, Allianz, AXA, ING and
Manulife. In a number of markets, local companies have a very
significant market presence.

Prudential believes competition will intensify across all regions
in response to consumer demand, technological advances, the
impact of consolidation, regulatory actions and other factors.
Prudential’s ability to generate an appropriate return depends
significantly upon its capacity to anticipate and respond
appropriately to these competitive pressures.

362 Prudential plc Annual Report 2008
362 Prudential plc Annual report 2008

Downgrades in Prudential’s financial strength 
and credit ratings could significantly impact its
competitive position and hurt its relationships 
with creditors or trading counterparties.
Prudential’s financial strength and credit ratings, which are
used by the market to measure its ability to meet policyholder
obligations, are an important factor affecting public 
confidence in most of Prudential’s products, and as a result 
its competitiveness. Changes in methodologies and criteria 
used by rating agencies could result in downgrades that do 
not reflect changes in the general economic conditions or
Prudential’s financial condition. Downgrades in Prudential’s
ratings could have an adverse effect on its ability to market
products and retain current policyholders. In addition, the
interest rates Prudential pays on its borrowings are affected 
by its debt credit ratings, which are in place to measure
Prudential’s ability to meet its contractual obligations. 

Prudential’s long-term senior debt is rated as A2 (stable
outlook) by Moody’s, A+ (stable outlook) by Standard 
& Poor’s and AA– (stable outlook) by Fitch.

Prudential’s short-term debt is rated as P-1 by Moody’s, 
A-1 by Standard & Poor’s and F1+ by Fitch.

Prudential Assurance Company’s (PAC’s) financial strength 
is rated Aa1 (rating under review for possible downgrade) by
Moody’s, AA+ (negative outlook) by Standard & Poor’s and
AA+ (stable outlook) by Fitch.

Adverse experience in the operational risks inherent
in Prudential’s business could have a negative impact
on its results of operations.
Operational risks are present in all of Prudential’s businesses,
including the risk of direct or indirect loss resulting from
inadequate or failed internal and external processes, systems
and human error or from external events. Prudential’s business
is dependent on processing a large number of complex
transactions across numerous and diverse products, and is
subject to a number of different legal and regulatory regimes.
In addition, Prudential outsources several operations, including
in the United Kingdom a significant part of its back office and
customer-facing functions as well as a number of IT functions.
In turn, Prudential is reliant upon the operational processing
performance of its outsourcing partners.

Further, because of the long-term nature of much of
Prudential’s business, accurate records have to be maintained
for significant periods. Prudential’s systems and processes
incorporate controls which are designed to manage and
mitigate the operational risks associated with its activities. 
For example, any weakness in the administration systems 
or actuarial reserving processes could have an impact on its
results of operations during the effective period. Prudential 
has not experienced or identified any operational risks 
in its systems or processes during 2008, or which have
subsequently caused, or are expected to cause, a significant
negative impact on its results of operations.

Adverse experience against the assumptions 
used in pricing products and reporting business
results could significantly affect Prudential’s 
results of operations.
Prudential needs to make assumptions about a number 
of factors in determining the pricing of its products and for
reporting the results of its long-term business operations. 
For example, the assumption that Prudential makes about
future expected levels of mortality is particularly relevant 
for its United Kingdom annuity business. In exchange for 
a premium equal to the capital value of their accumulated
pension fund, pension annuity policyholders receive a
guaranteed payment, usually monthly, for as long as they 
are alive. Prudential conducts rigorous research into longevity
risk, using data from its substantial annuitant portfolio. As part
of its pension annuity pricing and reserving policy, Prudential
United Kingdom assumes that current rates of mortality
continuously improve over time at levels based on adjusted
data from the Continuous Mortality Investigations (CMI)
medium cohort table projections (as published by the Institute
and Faculty of Actuaries). If mortality improvement rates
significantly exceed the improvement assumed, Prudential’s
results of operations could be adversely affected.

A further example is the assumption that Prudential makes
about future expected levels of the rates of early termination 
of products by its customers (persistency). This is particularly
relevant to its lines of business other than its United Kingdom
annuity business. Prudential’s persistency assumptions reflect
recent past experience for each relevant line of business. Any
expected deterioration in future persistency is also reflected 
in the assumption. If actual levels of future persistency are
significantly different from those assumed, Prudential’s 
results of operations could be adversely affected.

In common with other industry participants, the profitability 
of the Group’s businesses depends on a mix of factors
including mortality and morbidity trends, policy surrender
rates, investment performance, unit cost of administration 
and new business acquisition expense.

As a holding company, Prudential is dependent upon
its subsidiaries to cover operating expenses and
dividend payments.
Prudential’s insurance and investment management 
operations are generally conducted through direct and 
indirect subsidiaries. As a holding company, Prudential’s
principal sources of funds are dividends from subsidiaries,
shareholder-backed funds, the shareholder transfer from
Prudential’s long-term funds and any amounts that may be
raised through the issuance of equity, debt and commercial
paper. Certain of the subsidiaries are regulated and therefore
have restrictions that can limit the payment of dividends, 
which in some circumstances could limit the Group’s ability 
to pay dividends to shareholders.

Prudential operates in a number of markets through
joint ventures and other arrangements with third-
parties. These arrangements involve certain risks
that Prudential does not face with respect to its
consolidated subsidiaries.
Prudential operates, and in certain markets is required by local
regulation to operate, through joint ventures. Prudential’s
ability to exercise management control over its joint venture
operations and its investment in them depends on the terms 
of the joint venture agreements, in particular, the allocation of
control among, and continued co-operation between, the joint
venture participants. Prudential may also face financial or other
exposure in the event that any of its joint venture partners fails
to meet its obligations under the joint venture or encounters
financial difficulty. In addition, a significant proportion of 
the Group’s product distribution is carried out through
arrangements with third-parties not controlled by Prudential
and is dependent upon continuation of these relationships.
A temporary or permanent disruption to these distribution
arrangements could affect Prudential’s results of operations.

Prudential’s Articles of Association contain 
an exclusive jurisdiction provision.
Under Prudential's Articles of Association, certain legal
proceedings may only be brought in the courts of England 
and Wales. This applies to legal proceedings between a
shareholder (in its capacity as such) against Prudential and/or
its directors and/or its professional service providers. It also
applies to legal proceedings between Prudential and its
directors and/or Prudential and Prudential's professional
service providers that arise in connection with legal
proceedings between the shareholder and such professional
service provider. This provision could make it difficult for 
US and other non-UK shareholders to enforce their
shareholder rights.

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31 December 2008

Number of
shareholder
accounts

% of total
number of
shareholder
accounts

302
165
528
2,366
3,308
21,822
46,947

75,438

0.40
0.22
0.70
3.14
4.39
28.92
62.23

100

Number of shares

2,105,140,188
118,724,435
125,227,037
61,667,244
23,150,877
48,676,543
14,361,364

2,496,947,688

% of total
number of
shares

84.31
4.75
5.01
2.47
0.93
1.95
0.58

100

Evergreen scrip dividend scheme
The Company will be offering an evergreen scrip dividend
scheme in respect of the final dividend for the year ending 
31 December 2008. The number of new shares each
participating shareholder will be entitled to, is calculated 
by dividing the total cash dividend due at the record date 
(14 April 2009) by the scrip reference price.

The scrip reference price is calculated as the average of the
middle market quotations for the Company’s shares as derived
from the Daily Official List of the London Stock Exchange for
the five business days commencing on 8 April 2009.

Once signed up to the evergreen scrip, shareholders will
automatically receive shares for all future scrip dividends. 
This election can be cancelled at any time by the shareholder.
Further details of the scrip dividend scheme are available 
on our website http://www.prudential.co.uk/prudential-
plc/investors

Electronic communications
Shareholders are encouraged to elect to receive shareholder
documents electronically by registering with Shareview at
http://www.shareview.co.uk This will save on printing and
distribution costs, creating environmental benefits. When 
you register, you will be sent an email notification to say 
when shareholder documents are available on our website 
and you will be provided with a link to that information. 
When registering, you will need your shareholder reference
number which can be found on your share certificate or proxy
form. Please contact Equiniti if you require any assistance 
or further information.

Additional information
Shareholder information

Analysis of registered shareholder accounts

Size of shareholding

1,000,001 – 10,000,000
500,001 – 1,000,000
500,000
100,001 –
100,000
–
10,001 
10,000
–
5,001 
5,000
–
1,001
1,000
–
1 

Total

Financial calendar
2008 final dividend – deadline for scrip 
dividend mandates (Irish shareholders)

2008 final dividend – deadline for scrip 
dividend mandates (UK shareholders)

Annual General Meeting

Payment of 2008 final dividend

30 April 2009

1 May 2009

14 May 2009

22 May 2009

Announcement of 2009 Half Yearly Results

13 August 2009

Ex dividend date

Record date

19 August 2009

21 August 2009

Payment of 2009 interim dividend

24 September 2009

Shareholder enquiries
Equiniti Limited
Aspect House
Spencer Road
Lancing
West Sussex BN99 6DA
Tel: 0871 384 2035
Fax: 0871 384 2100
Textel: 0871 384 2255 (for hard of hearing)
Calls to 0871 numbers are charged at 8p per minute from 
a BT landline. Other telephony providers’ costs may vary.
International shareholders
Tel: +44 (0) 121 415 7047

Dividend mandates
Shareholders may find it convenient to have their dividends
paid directly to their bank or building society account. If you
wish to take advantage of this facility, please call Equiniti and
request a ‘Dividend Mandate’ form. Alternatively, you may
download a form from http://www.prudential.co.uk/
prudential-plc/investors/shareholder_services/forms

364 Prudential plc Annual Report 2008
364 Prudential plc Annual report 2008

Share dealing services
The Company’s Registrars, Equiniti, offer a postal dealing
facility for buying and selling Prudential plc ordinary 
shares. Please see the Equiniti address above or telephone 
0871 384 2248. They also offer a telephone and internet
dealing service, Shareview, which provides a simple 
and convenient way of selling Prudential plc shares. 
For telephone sales call 0871 384 2020 between 8.30am 
and 4.30pm, Monday to Friday, and for internet sales log 
on to http://www.shareview.co.uk/dealing

American Depositary Receipts (ADRs)
The Company’s ordinary shares are listed on the New York
Stock Exchange in the form of American Depositary Shares,
evidenced by ADRs and traded under the symbol PUK. 
Each American Depositary Share represents two ordinary
shares. All enquiries regarding ADR holder accounts should 
be directed to JP Morgan, the authorised depositary 
bank, at JPMorgan Chase & Co, P O Box 64504, St.Paul, 
MN 55164-0504, USA, telephone +1 651 453 2128 
or log on to http://www.adr.com

Form 20-F
The Company is subject to the reporting requirements of 
the Securities and Exchange Commission (SEC) in the USA 
as such requirements apply to foreign companies and files its
Form 20-F with the SEC. Copies of Form 20-F can be found on
our website at http://www.prudential.co.uk or on the SEC’s
website at http://www.sec.gov 

Sharegift
Shareholders who only have a small number of shares whose
value makes it uneconomic to sell them may wish to consider
donating them to ShareGift (Registered Charity 1052686). 
The relevant share transfer form may be obtained from 
our website http://www.prudential.co.uk/prudential-
plc/investors/shareholder_services/forms or from Equiniti.
Further information about ShareGift may be obtained on 
+44 (0) 20 7930 3737 or from http://www.ShareGift.org There
are no implications for capital gains tax purposes (no gain or
loss) on gifts of shares to charity and it is also possible to obtain
income tax relief.

Irish branch register
The Company operates a branch register for Irish
shareholders. All enquiries regarding Irish branch register
accounts should be directed to Capita Registrars (Ireland), 
Unit 5, Manor Street Business Park, Manor Street, Dublin 7.
Telephone: +353 1 810 2400.

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Additional information
How to contact us

Prudential plc
Laurence Pountney Hill
London EC4R 0HH
Tel +44 (0)20 7220 7588
www.prudential.co.uk

Harvey McGrath
Chairman

Mark Tucker
Group Chief Executive

Tidjane Thiam
Chief Financial Officer

Peter Maynard
Group Legal Services Director and Company Secretary

Priscilla Vacassin
Group Human Resources Director

Stephen Whitehead
Group Communications Director

Prudential UK & Europe
3 Sheldon Square
London W2 6PR
Tel +44 (0) 20 7334 9000
www.pru.co.uk

Nick Prettejohn
Chief Executive

M&G
Laurence Pountney Hill
London EC4R 0HH
Tel +44 (0) 20 7626 4588
www.mandg.co.uk

Michael McLintock
Chief Executive

Prudential Corporation Asia
13th Floor
One International Finance Centre
1 Harbour View Street
Central
Hong Kong
Tel +852 2918 6300
Fax +852 2525 7522
www.prudentialcorporation-asia.com

Barry Stowe
Chief Executive

Jackson National Life
1 Corporate Way
Lansing
Michigan 48951
United States
Tel +1 517 381 5500
www.jackson.com

Clark Manning
President and Chief Executive Officer

Institutional Analyst and Investor Enquiries
Tel +44 (0) 20 7548 2007 
E-mail

investor.relations@prudential.co.uk

UK Register Private Shareholder Enquiries
Tel 0871 384 2035
International shareholders
Tel +44 (0) 121 415 7047

Irish Branch Register Private Shareholder Enquiries
Tel +353 1 810 2400

American Depository Receipts Holder Enquiries
Tel +1 651 453 2128

Media Enquiries
Tel +44 (0) 20 7548 3706
E-mail media.relations@prudential.co.uk

366 Prudential plc Annual Report 2008
366 Prudential plc Annual report 2008

Prudential public limited company
Incorporated and registered in England and Wales

Registered office
Laurence Pountney Hill
London EC4R 0HH
Registered number 1397169

www.prudential .co.uk

Prudential plc is a holding company, some of whose subsidiaries are
authorised and regulated by the Financial Services Authority (FSA).

Forward-Looking Statement
This report may contain certain ‘forward-looking statements’ with 
respect to certain of Prudential’s plans and its current goals and
expectations relating to its future financial condition, performance, 
results, strategy and objectives. Statements containing the words
‘believes’, ‘intends’, ‘expects’, ‘plans’, ‘seeks’ and ‘anticipates’, and 
words of similar meaning, are forward-looking. By their nature, all 
forward-looking statements involve risk and uncertainty because 
they relate to future events and circumstances which are beyond
Prudential’s control including among other things, UK domestic and 
global economic and business conditions, market related risks such as
fluctuations in interest rates and exchange rates, and the performance 
of financial markets generally; the policies and actions of regulatory
authorities, the impact of competition, inflation, and deflation; 
experience in particular with regard to mortality and morbidity trends,
lapse rates and policy renewal rates; the timing, impact and other
uncertainties of future acquisitions or combinations within relevant
industries; and the impact of changes in capital, solvency or 
accounting standards, and tax and other legislation and regulations in 
the jurisdictions in which Prudential and its affiliates operate. This may 
for example result in changes to assumptions used for determining 
results of operations or re-estimations of reserves for future policy
benefits. As a result, Prudential’s actual future financial condition,
performance and results may differ materially from the plans, goals, 
and expectations set forth in Prudential’s forward-looking statements.
Prudential undertakes no obligation to update the forward-looking
statements contained in this report or any other forward-looking
statements it may make.

367

This Annual Report is printed on paper made from 50 per cent 
recycled post-consumer waste. The paper is Forest Stewardship 
Council (FSC) accredited. This Annual Report can be recycled.

Designed by Pauffley
Printed by royle corporate print

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368 Prudential plc Annual report 2008

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Prudential public limited company
Incorporated and registered in England and Wales

Registered office
Laurence Pountney Hill
London EC4R 0HH
Registered number 1397169

www.prudential.co.uk

Prudential plc is a holding company, some of 
whose subsidiaries are authorised and regulated 
by the Financial Services Authority (FSA).