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Blueprint – the contract publishing wing of global media network Publicis – won the account after pitching against John Brown Citrus Publishing and Redwood.

The magazine will be sent out to around two million Prudential customers, between the ages of 45 and 69, three times a year.

The magazine has been billed as a financial lifestyle title, covering topics from gardening to home renovation.

Roger Ramsden, marketing director at Prudential, said: “This is exactly the right time for us to take our customer communications to the next level and Publicis Blueprint’s creative fits perfectly with how we want the brand represented.”

Carol Bronze, former deputy editor of Cosmopolitan and Eve and the launch editor of Tesco magazine will head up the editorial department on the magazine.

The title will complement the Pru’s existing newsletter – Prudential News – which is also produced three times a year and is sent to four million customers.

Prudential is also hoping to develop its existing newsletter by creating two editions, one to target the under-45s and another for the over-45s.

By Helen Kaye