The company is contacting agencies about its Lifetime Mortgages DM account and a product launch. It is also seeking an agency to promote its pensions below the line.
Prudential's direct marketing agency, Tequila\London, has handled all direct marketing on its mortgages portfolio since. It also works across the company's pensions and insurance accounts.
It retained the business last year after a pitch against Joshua and Draft London. It is expected to be invited to pitch for both the new briefs.
Prudential is looking to raise awareness of its pensions business amid concerns about a pensions crisis.
The company is preparing for changes being introduced on 6 April, which will simplify the taxation of pensions and provide more flexibility.
A spokesman for Prudential denied the pitches were taking place.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.