Multinational insurer Prudential has launched an AI-powered assistant designed to help financial professionals access underwriting information, product details and business forms more quickly across its life insurance operations.
The new tool, called Just Ask, is now available to Prudential’s third-party advisors and active distributors, with the insurer positioning the platform as a way to simplify routine administrative and underwriting workflows.
The AI assistant enables users to ask questions related specifically to Prudential Individual Life products and processes, removing the need to search across multiple systems for information.
One of the platform’s core functions is its underwriting quote capability, which allows financial professionals to generate certain underwriting rates within minutes by entering basic client details.
The insurer said the traditional process for obtaining the same underwriting information can often take several business days.
Prudential believes faster access to underwriting data could help advisors respond to clients more quickly and improve case progression times.
Alongside underwriting support, Just Ask also helps users locate product information and identify relevant new business forms.
The launch reflects growing adoption of AI tools across insurance distribution and underwriting operations, as insurers look to improve efficiency and streamline advisor workflows through conversational technology.
Prudential said early user engagement has been strong, with around 85% of first-time users reporting that the platform helped answer their questions during the initial months following launch.
Searches for forms represented the most common use case for the platform, followed closely by underwriting quote requests.
The insurer is also exploring additional features for the platform, including tools that could help financial professionals analyse books of business and generate sales or service insights across advisor territories.
Prudential Individual Life Insurance technology business leader Simon Berg said, “Our sales teams and their leaders told us they wanted faster, simpler access to information they already use every day.
“We built Just Ask to support those moments, especially around underwriting, where timing matters.”
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