We Are The People That Do “We DO” is a clarion call to the Doers inside all of us. Our “We DO” campaign celebrates the power of the human spirit and is inspired by the innovative drive and optimism in today’s generation of customers. We call it “We DO”, because we are focused on you. We believe that everyone should have the opportunity to progress in life, and we are committed to being your trusted partner as you pursue your passions and navigate life's milestones. We share your pioneering spirit by driving innovation in everything we do. Every day, we serve your evolving health and protection needs, by listening, understanding and most importantly, delivering. Mission and vision Our success is anchored on our guiding principles of always listening and always understanding. We take the risk out of people’s lives. We are the trusted leaders who listen and respond to the financial needs of the Filipino people. We are committed to: dealing honestly and fairly with our public; exceeding customer expectation in services and products; caring for the well-being and development of our people; giving a fair return to our stakeholders; and contributing to the development of the Filipino community. Our guiding principles We maintain and develop the Company’s reputation for integrity, fair dealing and security. We work as a team, as a family, unified in purpose, treating each other with respect and care in an atmosphere of mutual trust and in a happy working environment. We promote the art of listening as it is only in listening to the needs of our customers that we can know and understand their specific needs. We communicate openly and constantly with our customers and our own people. We develop ourselves continually to our fullest potential to keep improving the quality of everything we do. We maintain a strong financial position to meet our promise of financial stability to all our customers. We are accurate and timely. We have a strong sense of responsibility and will work toward the achievement of the Philippines’ economic goal. PruFIRST PruLife UK Philippines - 1996, Pru Life UK was incorporated as Pru Life Insurance Corporation of U.K. in January, and the Insurance Commission granted the Company an operating license in the Philippines in June. The first policy was issued in September 1. Pru Life UK celebrated its 20th anniversary with the launch of its most innovative and best-selling product, PRUlink elite protector 5. Established in 1996, Pru Life UK is a subsidiary of British financial services giant Prudential plc. Pru Life UK is the pioneer and current market leader of unit-linked or investment-linked life insurance products, and is one of the first life insurance companies approved to market US dollar-denominated unit-linked policies in the country. Pru Life UK is a life insurance company and is not engaged in the business of selling pre-need plans. Headquartered in the United Kingdom, Prudential plc has an extensive network of life insurance and mutual funds operations around the world covering Europe, the United States (US), Africa, and 14 markets in Asia. Its regional office, Prudential Corporation Asia, is based in Hong Kong. Prudential plc has around 26 million insurance customers worldwide and manages £669 billion in assets as of 31 December 2017.