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Prudential to Pay $2.35 Billion for Online Startup


Prudential Financial Inc. agreed to pay $2.35 billion for an online startup as traditional life insurers seek to reach digital-savvy customers who shop on the internet.

Executives of Prudential said Assurance IQ Inc., a three-year-old company based in Bellevue, Wash., can help it solve a decades-old problem bedeviling many of the biggest names in life insurance: selling to middle-class clients. The 144-year-old Prudential is the nation’s largest life-insurance company by assets.



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