The Prudential has put its Intermediary Business Unit account, worth pounds 5 million, up for review.
The unit, which manages the sale of Prudential's group portfolio brands, including those of Scottish Amicable, has drawn up a shortlist of seven agencies. The review is being conducted by The Haystack Group.
The business under review includes the company's independent financial advice business, its national accounts and its appointed representatives business.
It is understood that the incumbent, Citigate Smarts, is on the list. A final decision is expected within two months.
The head of marketing and branding for the Intermediary Business Unit, Tim Shields, said: 'We are continually looking at partners who can help us. Our annual review gives us an opportunity to make sure we have the best agency to work with.'
The group, which does some consumer advertising, aims to concentrate on the business-to-business market.
The Prudential Assurance Company account, currently handled by Abbott Mead Vickers BBDO, will not be affected by the review.
The news coincides with the life and pensions arm of Prudential looking to appoint a direct marketing agency.