PruLife Universal Protector^® Rates Rank #1 in Many Scenarios

NEWARK, N.J.--(BUSINESS WIRE)--Prudential Financial, Inc. (NYSE:PRU) announced today that Pruco Life Insurance Company has repriced its universal life insurance product to be more competitive in the marketplace. In the Universal Life Insurance market, PruLife Universal Protector^® now frequently ranks No. 1 among 15 key competitors, for full and single payment scenarios, and in preferred underwriting categories for clients who are ages 35 to 70. For the analysis, pricing for PruLife Universal Protector was measured against the leading 15 companies selected for competitiveness and volume of sales reported to LIMRA, as of first quarter 2008.

“The term insurance many consumers purchased years ago was temporary coverage that may be about to expire, making it an ideal time to offer them more affordable prices on permanent insurance,” said Hank Ramsey, vice president, Product Strategy in Prudential’s Individual Life Insurance business. “We’re taking a more aggressive approach to address the needs of people who are concerned with outliving their life insurance coverage. For example, a $1 million dollar policy on a 65 year-old man in good health on an annual pay basis has been reduced by $2,102 from $19,832 to $17,730.”

A reduction in standard “Non-Smoker” rates that are used as the basis for sub-standard ratings for PruLife Universal Protector^® may provide lower rates for individuals with certain health conditions. In addition, PruLife Universal Protector is based on the 2001 Commissioner's Standard Ordinary (CSO) mortality table. The 2001 CSO table reflects the most current mortality assumptions since the development of the previously used 1980 CSO table. This also allows for reduced annual premiums by extending clients’ payments until up to age 121.

The availability of life insurance coverage and rates will vary based on company underwriting criteria including, but not limited to, age, sex, health history, smoking status, and residency. When comparing products, price is not always the determining factor. Features and benefits can be equally important.

PruLife Universal Protector, form #ULNT-2005, is issued by Pruco Life Insurance Company, except in New York, where it is issued by Pruco Life Insurance Company of New Jersey, both Prudential Financial companies located in Newark, NJ. Each is responsible for its own financial condition and contractual obligations. All guarantees are based on the claims-paying ability of the issuing company. The issuing company may have the right to contest the policy for misrepresentation or to apply a suicide clause.

For producer use only.

Prudential Financial, Inc. (NYSE: PRU), a financial services leader with approximately $638 billion of assets under management as of June 30, 2008, has operations in the United States, Asia, Europe, and Latin America. Leveraging its heritage of life insurance and asset management expertise, Prudential is focused on helping approximately 50 million individual and institutional customers grow and protect their wealth. The company’s well-known Rock symbol is an icon of strength, stability, expertise and innovation that has stood the test of time. Prudential's businesses offer a variety of products and services, including life insurance, annuities, retirement-related services, mutual funds, investment management, and real estate services. For more information, please visit http://www.news.prudential.com/.

IFS-A152111, Ed. 8/2008