The demerger of Prudential has given birth to the third largest UK asset manager, M&G plc. With an important book of Life insurance products, mainly in its Heritage business unit, M&G should be able to cope with the low interest rates context. However, the company should benefit from the slow run-off profile of its business to generate stable operating earnings and cash flows. The focus will be given to Asian and US growth. We begin our coverage with an Add opinion.