📢 What's New — Effective Monday, June 15, 2026
Prudential (IMO ANNUITIES) contracting requests submitted through SureLC are now delivered electronically to SuranceBay's Onboard, and these requests are delivered immediately rather than on the prior hourly schedule. Onboard replaces the prior DataLink data feed, so requests continue to reach Prudential automatically — no email, and no change to how you submit.
If your agency had previously disabled the DataLink integration so requests were sent by email, that email option is now turned off and those requests are submitted through Onboard as well.
This change applies only to the Prudential (IMO ANNUITIES) carrier. All other Prudential carriers in SureLC are unaffected and continue to be submitted via DataLink or email according to your agency configuration.
If your agency has questions about why Onboard submissions for the Prudential (IMO ANNUITIES) carrier are required, please contact Prudential directly: Irene Ascher, Director, Licensing, Appointments, and Registration Services — irene.ascher@prudential.com.
Prudential worked with SuranceBay to enable integration between SureLC and their home office system(s). Submitting requests is easier, and the turnaround time is drastically reduced for you and your producers through this automated workflow.
The details below are organized by product: Onboard handles Prudential (IMO Annuities), and DataLink handles most other Prudential carriers.
Prudential (IMO Annuities) — via Onboard
Supported Request Types
All request types are submitted electronically to Onboard, including Contracts, Transfers, Hierarchy, Additional States, and Payment (EFT account change request).
How It Works
On the last step within SureLC, you will see an indication that reads: "Will Be Submitted Electronically", as shown below.
After you "Process" the request, Prudential will receive the data and contract directly for automated processing on their end, there is nothing further you need to do.
Delivery Timing
Contracting paperwork is delivered to Onboard immediately upon processing.
Other Prudential Carriers — via DataLink
The following applies to all other Prudential carriers in SureLC except Prudential (BD ANNUITIES) and the above mentioned Prudential (IMO ANNUITIES).
Prudential Carriers With DataLink
These Prudential carriers in SureLC use the DataLink integration:
- Prudential (LIFE)
- Prudential (GROUP)
- Prudential (RETIREMENT)
Supported Request Types
Direct electronic integration supports the following request types:
- Contracts
- Transfers
For Hierarchy, Additional States, or Payment (EFT account change request) - you should continue submitting these request types as you normally would.
How It Works
On the last step within SureLC, you will see an indication that reads: "Will Be Submitted Electronically" (Contracts and Transfers only).
After you "Process" the request, you will receive an email with a PDF copy of the paperwork for your records. Please note, the PDF file that you receive will be watermarked with "Electronically sent to carrier, do not submit."
Prudential will receive the data and contract directly for automated processing on their end, there is nothing further you need to do.
Delivery Timing
Contracting paperwork is sent electronically at ten minutes past every hour from 7:10 am to 8:10 pm ET, Monday through Friday.
Status Updates
SuranceBay is very pleased to have worked with Prudential to make status updates available directly within SureLC for your review. You will not have to call Prudential to get the status - the details are available directly within SureLC for your review!
The possible status updates, along with timestamps, are:
- Received - indicates that Prudential has received the request
- In Progress - Prudential is reviewing the contract application
- Additional Information Required - Prudential will communicate additional details via email regarding what information is still required
- Closed - contract has been declined
- Completed - contract has been approved
NOTE - any notes/comments that you add within SureLC are NOT sent to Prudential!
To view the status updates, single-click on the carrier name within the appointments section, as shown below:
Once the carrier approves the request, the request is moved to the Completed Stage. To get there, open the Producers Contracting Requests tab, and select the 'All' or 'Completed' Stage. Then click the > button to expand the request and view the Notes.
Status Update Report
Now you can review ALL status updates for Prudential in a single report! Run the 'Agency DataLink Statuses - Prudential' Web Report in SureLC to view Prudential's contract status.
This report includes just about everything you need to know about your submitted Prudential requests, including:
- Product Lines Requested
- States Requested
- Stage
- Assigned Writing Numbers
How to Run the Report:
- Open Web Reports in SureLC
- Select the report 'Agency DataLink Statuses - Prudential'
- Enter start/end dates and select 'Download CSV' - (this is the best option for custom sorting)
Example of the report:
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