Pru is risk averse to the point of being paralyzed. It is often the case that if anyone can think of any possible way something could in any way produce a negative result, it will simply not be done, regardless of the potential upside.
In part due to that very conservative nature, it takes Pru a very long time to make a decision on almost anything. There are very decisions that can be made - even at the VP level - without first consulting with a dozen or more people. That results in lost opportunities as well as extended costs.
They're trying now, but they just aren't there from a digital perspective. They are tremendously behind in terms of internal systems, mobile, social, SEO, etc.
