Prudential Launches AI Assistant to Streamline Life Insurance Underwriting

Prudential has unveiled an AI-driven assistant, Just Ask, to enhance the efficiency of accessing underwriting and product details for its life insurance offerings. Designed for use by Prudential’s third-party advisors and distributors, the platform streamlines administrative and underwriting tasks, offering a more seamless experience.

The AI assistant includes a direct query feature for Prudential Individual Life products, minimizing the need to navigate multiple systems. A key functionality of the tool is its capability to generate underwriting quotes swiftly, allowing financial professionals to obtain certain rate quotes within minutes by inputting basic client information—a process that previously could take several business days.

By facilitating quicker access to underwriting information, Prudential anticipates that advisors can better serve clients and expedite case progression. Besides underwriting support, Just Ask aids users in finding product information and the necessary new business forms. This launch is part of a broader industry trend of integrating AI technology to enhance distribution and underwriting efficiency.

The insurer reports strong initial engagement, with approximately 85% of first-time users indicating the platform effectively addressed their inquiries during the initial launch period. Form searches have been the most frequent use of the platform, closely followed by requests for underwriting quotes. Future expansions of the platform's capabilities are under consideration, including tools to analyze business portfolios and provide insights for sales and services across advisor regions.

Simon Berg, head of Prudential Individual Life Insurance technology, noted, “Our sales teams and their leaders expressed a need for quicker and simpler access to information they routinely use. Just Ask was developed to meet this need, particularly in time-sensitive areas like underwriting.”