Insurance giant Prudential reported strong sales figures after moves to broaden the reach of the group helped offset difficult market conditions.

Group insurance sales using the industry's standard measure rose three per cent to £1.4 billion in the nine months to the end of September.

Chief executive Jon-athan Bloomer said the improvement reflected strong contributions across the group, with almost three quarters of business now from outside the UK.

In Prudential's domestic market, sales of £565 million were down three per cent because of an increasing emphasis on more profitable single premium products.

Overall, total sales of insurance and investment products in the UK rose 12 per cent to £4.4 billion while the figure for the group was up 34 per cent at £20.3 billion.

Prudential reported strong contributions from its US-based Jackson National Life division and its Asian business.

Mr Bloomer said: "Our strategy of growing internationally, broadening our distribution reach and diversifying our product range has again been fully endorsed."

Shares rose six per cent to 463p following the update.

Prudential, which disbanded its 1,400-strong direct sales force last year, said UK sales through intermediaries, such as independent financial advisers, rose eight per cent to £2.9 billion in the nine months, with life products and individual annuities proving particularly popular. Direct sales had risen by 21 per cent to £1.5 billion compared with the previous year.

Last month, the group unveiled a £20 million relaunch in which its Man from the Pru was re-invented as the Plan from the Pru, a step-by-step guide to help people get their finances in order.

Overall UK sales of life products, such as with-profits bonds, rose 22 per cent to £1.86 billion.

Despite difficult stock market conditions, Prudential's fund manager M&G had £773 million of new funds invested with it in the period.