Egg Launches On-line ISA & Investment Supermarket

Prudential PLC
13 March 2000

EGG LAUNCHES ON-LINE ISA AND INVESTMENT SUPERMARKET

Prudential plc announced today that Egg - Britain's first
internet bank - will open its on-line investment supermarket
in the week beginning Monday 13th March 2000. This
represents a major strategic initiative for Egg and is a
significant development in UK retail financial services e-
commerce.

Egg Investment has signed up 12 prominent UK fund providers
who, between them, represent over 30% of the UK's collective
investment market.   Together they manage  over  £55
billion  for  four million accounts.   The Egg  Investment
Supermarket  will  have 169 funds at launch, ranging from
Index  trackers  and general  funds to specialist sector and
geographic funds.  Other fund managers will be added to the
supermarket later.

New e-technology will provide Egg Investment's customers
with services which will allow them to:

check the value of their investment portfolio, updated
daily, in their personal balance sheet;

include all their other assets and other personal finance
details, such as the latest state of their mortgage, in
their personal balance sheet;

create and monitor practice portfolios, to gain familiarity
with the investment process - or play 'fantasy fund
management'.

Other innovations include independent news and comment from
Reuters and Motley Fool, more than 400 pages of investment
information, an 'investment profiler' to help customers to
match their choice of fund to their personal requirements.
Jonathan Bloomer, Group Chief Executive of Prudential, said:

'We are delighted to launch this new service for Egg
customers.  It represents further significant progress with
the business and continues to build on the first-mover
advantage that we already have in UK retail financial
services e-commerce.'

Mike Harris, Chief Executive of Egg, said:

'We are providing a wide choice of tax-free ISAs and other
investments from a dozen prominent British investment
houses, with many more in the pipeline. Egg's e-commerce
technology enables individuals to keep tabs on their
investments - and on many others aspects of their personal
finance - day by day.  Egg's personal balance sheet makes it
much easier for the individual to stay in control of his or
her financial life. And, as usual, Egg is passing on the
internet cost savings to the customer.'

For further information contact

Media  - Jeremy Reynolds - 020 7548 3721
Analysts - Carys Walshe - 020 7548 3823


Notes

Egg  Investment's  12 fund managers are Flemings, M&G,
Schroders,  Hendersons, Threadneedle,  Jupiter,  Aberdeen,
Newton, Deutsche Bank,  HSBC,  Invesco  and Mercury Asset
Management.

Egg has over 940,000 customers and is ranked by IBM as the
highest placed UK member of the world's top ten e-commerce
banks.

To buy investments from the supermarket, customers must
first have an Egg Savings Account.  Until April, only Egg
customers will be able to access the
investment supermarket's online site.

Existing Egg customers can access Egg Investments at
www.egg.com