Code of Ethics


Trust and integrity are critical to the success of our business. We are committed to doing the right thing for our customers, people, distributors, partners and the community.

At Prudential, operating our business in the most responsible and sustainable way means we need to hold ourselves to the highest standards of professional and ethical conduct.

This Code of Ethics applies to me, our Board of Directors, all employees at every level of our organisation and our Agency Force.

We expect all employees, Agency Leaders and Financial Consultants to have honest and courageous conversations, treat one another with care and respect, and raise concerns if there is any observed misconduct. Through your ethical behaviour and willingness to speak up, we earn and keep the trust of others, and one another.

We have zero tolerance for unethical behaviour, including any form of discrimination, harassment, victimisation or retaliation. When mis-steps occur, we are committed to resolving them quickly and effectively.

Thank you for your commitment to our Code of Ethics and in doing so helping to make Prudential a trusted insurer and the best place to work.

Dennis Tan

CEO, Prudential Singapore

Our Purpose, Aspiration and Values

The way we do business and interact with others is anchored in our purpose, aspiration and values. These are at the core of our Prudential Charter which sets the foundation for who we are as an organisation and the way we conduct ourselves with our people, customers, partners and wider community.

Our purpose is – For every life, for every future

We want to become the best place to work for our people, reimagine the way we live for our customers, reward the trust of our shareholders and partners and engage in ways that recognise our actions on the wider world. Achieving these involve doing what’s right and acting in the most ethical and responsible manner.

DORight: Our Commitment to Ethics and Integrity is Deeply Embedded in our Values

We operate our business in a responsible and sustainable manner, guided by our values, with trust at the core. This means we must do what is right by being fair and ethical to our people, customers, partners and the community.

Ethics is a set of moral principles that helps us distinguish between what is right and wrong. It plays an important part in guiding our behaviour and conduct in our daily work.

Here, we’ve added an ethics perspective to our values and behaviours that all employees, Agency Leaders and Financial Consultants should live up to as part of our Code of Ethics.


We achieve this when we...

  • Set clear & actionable targets that drive individual & collective ownership
  • Be relentless and push for new frontiers
  • Draw on our combined expertise to achieve the best organisational outcome
  • Commit to building sustainable practices that enable execution of our growth strategy
    • Ensure that we evolve and progress responsibly while staying true to our values


We achieve this when we...

  • Open our mind to all possibilities
    • Put all judgments and unconscious bias aside
  • Question assumptions to uncover new insights – society, industries, customer trends
  • Proactively learn from others and acquire new skills
  • Coach our colleagues to overcome barriers and succeed as a team


We achieve this when we...

  • Listen to others’ views and respect differences
    • Be inclusive and open to new perspectives
  • Look out for others and offer support to others who need help
  • Tackle issues, not individuals, with mutual respect
    • Deal with the issues at hand and take an objective view instead of treating individuals unfairly
  • Invest in building long-term relationships based on trust
  • Tailor solutions that meet the needs of our customers


We achieve this when we...

  • Own & speak up for our decisions, actions and commitments
    • Be inclusive and open to new perspectives
  • Voice our concerns and discuss issues we observe
  • Foster open and constructive conversations with respect
  • Escalate risks and develop solutions by making informed decisions
    • Confront problems head-on and do the right thing, even when it’s difficult
  • Build an environment of trust and respect that empowers others to contribute


We achieve this when we...

  • Self-reflect in wins and failures for continuous improvement
  • Understand the reason for change and adapt rapidly
  • Experiment and fail our way to success
  • Work through challenges and opportunities together to foster resilience
    • Seek guidance from the appropriate channels when we find ourselves in an ethical dilemma
  • Adopt smarter ways to work and stay ahead of the curve

The Way We Do Business


Doing right by our customers means that we keep their best interests at heart, treat them fairly, openly and honestly. It means providing and promoting products and services that meet their needs, maintain confidentiality of their information, and acting fairly to address customer complaints. Yet we need to go further than that. We need to put the customer at the core of what we do, every decision we make and every action we take.

Employees and Agency

Doing right by our employees, Agency Leaders and Financial Consultants means that we maintain a respectful and inclusive workplace where people can have honest and courageous conversations. It means providing them with psychological safety at work where they stand up for what is right through words and actions, openly admit mistakes and learn from one another.


Doing right by the regulators means that we comply with the law, report accurate and honest information at all times, and ensure that any legal breaches are declared to the relevant authorities promptly. It also means that we consistently promote transparency and fair dealing.

Business Partners

Doing right by our business partners means that we approach each new project or partnership with fairness, respect and transparency. It means working together to achieve shared and sustained value creation and holding one another accountable for responsible business practices.


Doing right by our suppliers means that we consider all options presented to us for decision-making in a fair and objective manner, never on personal relationships. It also means that we are prompt with payment; we are committed to building strong, collaborative relationships, and engaging in regular dialogues with our suppliers to create mutual value.


Doing right by our communities means that we will support the communities where we operate, working hand in hand with them to uplift their wellbeing. It means we care about societal issues, and we continuously do good in the community, leaving a positive and lasting social impact.

Click here to view PACS’s Code of Ethics.