Prudential will no longer offer its annuities on the open market but will continue offering contracts to existing customers.

The life insurance company said that the decision was taken after assessing the impact of the rapid decline in the size of the annuity market.

Confirming the decision, a Prudential spokesman said: "We can confirm that we propose to make a change to conventional annuity business written with financial advisers.

"Our existing annuity customers who currently receive regular retirement income payments will not be affected by this decision."

The company has decided not to accept any new applications from advisers for new annuity customers after 17 June 2016.

Earlier, Prudential has argued that the new stricter Solvency II rules for pension providers make it harder to operate the business profitably.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

After withdrawal of Prudential, there will be only a few providers in the open market, including Aegon, Aviva, LV=, Scottish Widows and Retirement Advantage, among others.

The experts have warned that the declining numbers of annuity providers in the open market will leave customers exposed to a less competitive market.