Prudential earns four awards at US Customer Experience Awards

Prudential Financial, Inc. today announced that Just Ask, the generative AI tool built by its Individual Life Insurance business, has received four honors at the 2026 US Customer Experience Awards. The recognition places Just Ask among the country’s most decorated customer experience initiatives of the year.

Just Ask was recognized in the following categories:

• Best Digital Transformation (Gold)
• Best Innovation in CX (Gold)
• Best Use of AI – Companies with Over 5,000 Employees (Gold)
• Best Business Change and Transformation (Silver)

Now in its 11th year, the US Customer Experience Awards is the longest-standing celebration of customer excellence in the country, honoring organizations that put customers at the heart of their business.

“Delivering for our customers is what we’re here to do, and Just Ask is one way we’re helping the financial professionals who serve them work more efficiently,” said Simon Berg, Individual Life Insurance technology business leader at Prudential. “Financial professionals play a critical role in helping people plan for their financial future and if we can help them get to the information they need faster, they can spend more time with the customers who are counting on them.”

Just Ask was designed to help financial professionals get faster information about Prudential’s insurance products, underwriting quick quotes and new business forms. The tool was built in response to what Individual Life sales teams said they needed: one place to find the answers they use every day, without navigating multiple systems.

Since it launched a few months ago, 85% of first-time users of Just Ask reported that the tool was helpful in answering their questions.¹ In fact, most questions are answered in under 22 seconds, giving financial professionals more time back to focus on their clients.1 In addition, forms searches were the most common use, followed closely by underwriting quotes.

The recognition from the US Customer Experience Awards follows Just Ask’s June honor as Celent’s Model Insurer of the Year for 2026, the top prize in the firm’s annual awards program.