Prudential puts customers at heart of online hub

Prudential UK has transformed its consumer website, pru.co.uk, into a retirement income resource hub, segmenting it to cater for the needs of consumers at different stages of preretirement and retirement.

By enriching the content of the site and making it more userfriendly, Prudential has made a step change in transforming pru.co.uk into the destination site for retirement planning.

The website has been enhanced to offer a ‘retirement needs led journey' for consumers as well as a product led one - this is a first for Prudential. The new website will contain a bespoke hub for Prudential's many existing customers, allowing them to research their retirement needs, contact Prudential directly with any queries they may have regarding their retirement plans or to speak to their Financial Adviser.

The site was developed using the latest usability and eye tracking technology, and customers had direct input into the design of the site.

Steven Zuanella, Head of Online & Ecommerce, Prudential said; "the heart of our development process was central to the success of this initiative. The new site is the result of rigorous development that involved customers at every step of the journey.

The site is an invaluable resource for our customers no matter what kind of retirement information they're looking for. "

The re-launch also marks the beginning of an exciting journey for pru.co.uk, as the new website has been built to accommodate future innovations, including social media, targeted content and user friendly tools and calculators.

The Retirement Calculator

The website features the ‘Retirement Calculator', an online service which was recently awarded the Financial Services Award at the 2009 Revolution Innovation Awards. The Retirement Calculator has been specially designed to help find out how much income a customer's current arrangements might give them in retirement; it factors in current pensions, property, savings and investments. The Calculator will also show customers how they might be able to boost their retirement income, if there is a gap between what they may have and what they may need.

The re-launch of pru.co.uk marks a major step forward in a retirement online journey and provides Prudential with a platform on which to build richer, deeper and more evolved customer relationships.