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NEWS RELEASEFor Immediate Publication‘ADAM’S NUMBER’ STARTS A PROSPEROUS YEAR FORNINE RETIREMENT-SAVVY WINNERSWinners get a head start for their retirement by calculating‘Adam’s Number’ accurately and swiftlyKuala Lumpur, 20 January 2010 – ‘Lucky’ is hardly the word to describe the 9 swift andretirement-savvy winners of the ‘What’s Adam’s Number Challenge’ launched by PrudentialAssurance Malaysia Berhad in December 2009. The winners took home a total of RM200,000in retirement plans.28 year-old How Chee Kong got a very early head start for his retirement by being the GrandPrize winner when he keyed in his final answer exactly 1 minute after midnight on December23 rd 2009.“Initially I thought the answer was all about guessing and I had to depend on luck to get it right.But after compiling all the weekly clues, it was not difficult to unveil the real answer with thehelp of the retirement calculator,” said How who won RM100,000 worth of a retirement plan.Joining him were 8 consolation prize winners who took home RM12,500 each in retirementplans. Jonathan Ooi, 30, Ng Wei Hang, 27, Chua Kwee Sung, 47, Sim Ai Lan, 39, Soon KeatLoo, 33, Poon Kum Loon, 26, Lim Kok Lin, 36 and Lim Yoke Wen, 40, all entered their finalanswers within 30 minutes of the unveiling of the last clue to Adam’s Number.“The retirement calculator played a big role in helping me get the number and I am grateful forthis user-friendly and effective tool,” said Jonathan Ooi from Selangor.Following insights gained from its Retire-Meter 2009 which showed that only 9% of the surveyrespondents have a clear idea of their retirement number, Prudential created the ‘What’sAdam’s Number Challenge’ with hope to better educate Malaysians about this crucial part oftheir lives.“Retirement is universal. We work hard throughout our working lives with hope that we canenjoy our golden years with ease when we retire. Unfortunately, without adequateunderstanding of retirement planning, many Malaysians stand the risk of being under preparedwhen they approach retirement,” said Charlie Oropeza, Prudential’s Chief Executive Officer,during the prize giving ceremony held in the company’s head office today.Prudential Assurance Malaysia Berhad (107655-U) Level 17 Menara Prudential, No. 10 Jalan Sultan Ismail, 50250 Kuala Lumpur, MalaysiaP.O. Box 10025, 50700 Kuala Lumpur. Tel (603) 2031 8228 Fax (603) 2032 3939 www.prudential.com.myCustomer Service Tel (603) 2116 0228 Email: customer.mys@prudential.com.myPart of Prudential plc (United Kingdom)

“Knowing your own retirement number is a great head start in preparing for your retirement.You can never start too early. Our retirement calculator was designed to be user-friendly andeasy to use in order to help Malaysians find out that all important retirement number.”Majority of participants took the time to calculate their own retirement number with theretirement calculator. They have found it easy to use and many have said that it helped themget a good gauge of how they should begin planning for their dream retirement.“By using the retirement calculator for myself, I believe savings alone would be insufficient tosecure a comfortable life upon retirement. Taking into account the high rising inflation rate andeducation for children these days, I guess a portfolio of diversified investments is needed forme to come close to my ideal retirement lifestyle,” said How, who is from Kuala Lumpur.“Naturally, I was curious about my own retirement number after calculating Adam’s Numberand I am glad I did at this point in my life. It has helped me to see how crucial it is to plan earlyin order to build my retirement wealth. Now, I have just been given a good head start bywinning a Prudential retirement plan,” added Ooi.The ‘What’s Adam’s Number Challenge’, which ran for 4 weeks, had attracted more than 2,000entries from across the country since its launch on December 2 nd 2009. Each week, a newclue was revealed to help participants work out Adam’s retirement number. Nine participantswith the fastest and most accurate answers were made the winners.For more information on your own retirement number, log on to www.WhatsYourNumber.com.my.- Ends -2

Note to Editors:About Prudential Assurance Malaysia BerhadPrudential Assurance Malaysia Berhad (PAMB) was established in Malaysia in 1924. For thefinancial year ended 2008, we achieved a record RM659 million in new business annual premiumequivalent (APE), representing a 9% growth on 2007. This new business APE comprised retail LifeInsurance sales and Takaful contributions. Takaful products distributed by our company areunderwritten by Prudential BSN Takaful Berhad.As an innovative leading insurer, we serve the savings, protection and investment needs ofMalaysians by offering a full range of financial solutions through our 39 branches nationwide. Withthe backing of 700 employees and over 10,000 agents and wealth planners, we are committed tohelping people achieve their hopes and dreams for a brighter and financially secure future.We are a subsidiary of Prudential plc of the United Kingdom. Established in London in 1848,Prudential plc is one of the world’s leading retail financial services groups providing life insurance,financial services and asset management products across the United Kingdom for 160 years.Prudential plc has over 22 million customers worldwide and £245 billion of funds undermanagement as of 30 June 2009. It is currently Asia’s leading European-based life insurer with lifeand fund management operations in 13 markets.Prudential plc is not affiliated in any manner with Prudential Financial Inc, a company whoseprincipal place of business is in the United States of America.This news release is issued by Perception Management Sdn Bhd on behalf of PrudentialAssurance Malaysia Berhad. For more information, please contact Kelvin Boey orNikki Goh at Perception Management on tel: 03-4256-2834/35 OR emailat kelvin@perceptionmanagement.com.my / nikki@perceptionmanagement.com.my3