Launch of New Service

PRUDENTIAL CORPORATION PLC
17 September 1999



                                    PRUDENTIAL


Date: Monday 20 September 1999
egg: launches first UK credit card for online purchasing

egg:, the online bank from Prudential Corporation plc has launched the first
Internet shopping card, offering:

* standard rate of 9.9% APR
* 4.5% APR for six months to customers who transfer their credit balance to
  egg:
* Cashback and special offers on Internet purchases
* An egg:  shopping zone of over 80 leading retail brands
* Substantial protection against online fraud

egg:, launched last October, has gained 600,000 customers to date and manages
£6.9 billion of savings. Internet servicing now exceeds 40% of all servicing
transactions.

Mike Harris, chief executive of egg:  said: 'Currently there are 16.3 m
Internet users in the UK and 3.4 m people are shopping online. Three in four net
purchases are made using a credit card; seven in ten net users own a credit
card.

It is time for a market leading credit card designed for the Internet. With
one-in-ten Britons ready to buy online we need to offer something to make online
shopping easier, cheaper and safe. We believe the Egg Card will accelerate the
growth of Internet shopping considerably.

Online shoppers list convenience (47%), price (27%) and speed (11%) as their
reasons for using the Web. The Egg Card offers all of these.'

Jonathan Bloomer, deputy group chief executive of Prudential added: 'Through
egg: we have initiated and developed an entirely new way of doing business in
the financial services sector. We are creating products to meet the needs of
today's customers in ways which are less costly to either us or them. Through
egg: we have also attracted a whole new customer base and one which is
evidently appreciating lower charges and improved case of access. As our plans
for the evolution of egg: unfold we will realise huge benefits from being the
first mover in this market.'

Enquiries:

Kevin Russell
Prudential Media Relations
Tel: [phone]

Notes to editors:

       * egg:  customers will get 2% cashback on purchases from over 80 top
         retailers in the egg: shopping zone - and 1% off goods bought
         anywhere else, both offline and online.
       * The egg: shopping zone includes names like Expedia UK, QXL-com,
         BOL.com, lastminute.com, WH Smith online, Interflora, Dorothy Perkins,
         Racing Green.
       * Customers can apply online through www.egg.com from today.