Prudential Financial, Inc.
prudential.com ↗In their words
“Customer retention rate remained strong at 99%”
“Strong customer retention rate of 95%”
“90% retention rates on the client relationships”
NPS disclosures (18)
Our target remains to achieve top quartile performance in our relationship net promoter score (‘rNPS’), a measure of how likely customers are to recommend Prudential, and customer retention rates of 90 to 95 per cent by 2027.
Our ambition is to achieve top‑quartile performance in the relationship net promoter score (rNPS), a measure of how likely customers are to recommend Prudential, and to reach customer retention rates of 90–95 per cent by 2027.
Customer Experience is an aggregated enterprise score of Net Promoter Score (“NPS”) survey results for the businesses where we collect NPS data and have established baseline and yearly targets. The EPS, ROE and BVPS compensation performance…
Our ambition is to achieve top‑quartile performance in the relationship net promoter score (rNPS), a measure of how likely customers are to recommend Prudential, and to reach customer retention rates of 90–95 per cent by 2027.
At full year 2024, we were top quartile in five business units5 using the rNPS measure. rNPS is measured on an annual basis; however, we continue to see positive trends in underlying measures of customer
Prudential's NPS ranked first or second quartile across all 10 monitored markets, with 5 markets in first quartile.
Customer Experience is an aggregated enterprise score of Net Promoter Score (“NPS”) survey results for the businesses where we collect NPS data and have established baseline and yearly targets. The EPS, ROE and BVPS compensation performance…
…alongside the service quality of our operations and agents have resulted in an improvement in our relationship net promoter score (rNPS) with five business units4 achieving top quartile rNPS during 2024 and three other business units4 moving up…
We have achieved top quartile relationship Net Promoter Scores (rNPS) in five markets, improving from four markets in 2023, with all ten markets in which we measure rNPS now ranked in the first or second quartile.
During the first half of 2024 PRUServices went live in Malaysia, which saw about twice the number of registrations compared with the previous platform.
Customer Experience is an aggregated enterprise score of Net Promoter Score (“NPS”) survey results for the businesses where we collect NPS data and have established baseline and yearly targets. The EPS, ROE and BVPS compensation performance metrics…
We are targeting top quartile relationship net promoter scores by 2027, which we believe will support greater customer retention and acquisition, increase cross-selling opportunities over the customer lifetime and contribute to our key financial…
- in customer, four business units 9 in 2023 are ranked in the top quartile for customer relationship Net Promoter Score (NPS), compared to three in 2022, out of the ten business units 9 that have a standardised approach for measuring customer advocacy.
Utilization of a Net Promoter Score (NPS) among other metrics to measure our client experience
…Malaysia grew APE sales by 12 per cent 14 and new business profit by 11 per cent 14 and had a leading net promoter score in both conventional and Takaful business. ●
At the target level Increased focus on improving customer experience, with a view to developing a consistent methodology across business units on customer measures, such as Net Promoter Score (NPS) CUSTOMERS We have developed a consistent methodology to…
Our focus on customer needs was also reflected in our market-leading net promoter score position in the market 29 and our 11 per cent increase in the number of new customers 41 acquired, bringing total customer numbers to 1.7 million.
Prudential's CFO reports $750 million in cost savings ahead of schedule, with Net Promoter Scores as a tracked operating metric.
Retention disclosures (21)
Retention rate: 94% (H1 2026) — “In the first half of 2026, customer retention was 94 per cent, maintaining the strong retention seen in the first half of 2025.”
Retention rate: 88% (FY2025) — “Customer retention increased by 1 percentage point to 88 percent, illustrating further progress toward our 2027 target.”
Retention rate: 94% (H1 2025) — “In the first half of 2025, customer retention increased by 1 percentage point to 94 per cent.”
Retention rate: 87% (FY 2024) — “Customer retention increased by 1 per cent to 87 per cent (full year 2023: 86 per cent).”
Retention rate: 93% (H1 2024) — “In the first half of 2024, customer retention remained stable at 93 per cent (first half 2023: 93 per cent).”
Retention rate: 86% (FY2023) — “During 2023 we saw a slight decline in the customer retention rate to 86 per cent (2022: 89 per cent)”
Retention rate (Hong Kong): 98% (H1 2022) — “Customer retention in Hong Kong business remains solid at over 98 per cent”
Retention rate: 90% (H1 2022) — “customer retention rate remaining high at over 90 per cent in the first half of 2022 (2021 full year: 89 per cent)”
Retention rate (Hong Kong domestic): 99% (Q2 2021) — “Customer retention rate remained strong at 99%”
Retention rate: 90% (FY2020) — “customer retention levels of 90 per cent (2019: 90 per cent), which combined with our recurring premium, health and protection focused business model”
Retention rate (Asia life insurance): 90% (FY2020) — “90 per cent customer retention rate”
Retention rate (Asia): 95% — “high customer retention rate of 95 per cent, focus on protection products and business model diversity”
Retention rate (China JV): 97% (H1 2019) — “97% customer retention”
Retention rate (Hong Kong): 99% (H1 2019) — “99% customer retention rate”
Retention rate: 95% (H1 2019) — “strong customer retention rate of 95%”
Retention rate: 94% (Q4 2018) — “client retention is 94%”
Retention rate (Asia): 90% (Q4 2018) — “90% retention rates on the client relationships”
Retention rate: 97% (Q2 2018) — “helped by, not least helped by a 97% customer retention ratio”
Retention rate (Asia): 90% (2014) — “our customer retention rate was over 90 per cent, a very important indicator of quality for us”
Retention rate: 91% (FY2010) — “The customer retention rate continues to improve and at 91 per cent it is one per cent up on 2009.”
Retention rate: 90% (2009) — “Our customer retention rate was 90 per cent in 2009, a one per cent improvement over 2008.”
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About these figures
Every figure here was publicly disclosed by the named company: press releases, annual reports, SEC filings, earnings calls and news coverage. Companies tend to publish their NPS when it is good, so these numbers run higher than a true industry average: read them as what leading companies in this vertical say publicly, not as an industry benchmark.
NPS runs from −100 to +100. Retention figures are reported as the company defines them (net revenue retention, gross revenue retention, customer retention rate, churn). Every entry links to its source in the full database.