Prudential Launches AI Tool to Speed Underwriting for Financial Advisors
Prudential Individual Life Insurance has released Just Ask, an AI tool that lets financial advisors and distributors access product information, underwriting quotes, and new business forms without navigating multiple systems. The tool launched in October 2025 and is now available to Prudential's third-party network.
The main draw is speed. Financial professionals can generate underwriting rates in minutes by entering basic client information. The traditional process takes several business days through standard channels.
Early adoption metrics
Within the first few months after launch, 85% of first-time users said Just Ask answered their questions. Form searches were the most common use case, followed closely by underwriting quote requests.
Simon Berg, technology business leader for Prudential Individual Life Insurance, said the company built the tool in response to advisor feedback. "Our sales teams and their leaders told us they wanted faster, simpler access to information they already use every day," Berg said. "We built Just Ask to support those moments, especially around underwriting, where timing matters."
What the tool does now
Just Ask handles three core functions for advisors:
- Generates underwriting quotes from basic client data
- Locates product details on Prudential Individual Life offerings
- Identifies correct new business forms
Faster underwriting access helps advisors respond to clients more quickly and keep cases moving forward.
Future capabilities under review
Prudential is evaluating additional features based on how advisors currently use the platform. Potential enhancements include tools to analyze a book of business and identify insights related to sales and service activity across territories.
For insurance professionals looking to understand how AI tools integrate into daily workflows, resources on AI for Insurance and AI Agents & Automation provide broader context on automation in the industry.
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