THE BOTTOM LINE: A need to win back trust.(Brief Article)

Jonathan Bloomer is "extremely disappointed" about the board's decision to oust him as chief executive of Prudential.

It is safe to assume that Prudential's shareholders were also extremely disappointed when Bloomer lost the support of financial advisers, which the group relied on for 34 per cent of its business in 2003.

It followed Bloomer's catastrophic move to hike up the guaranteed premium rates on the group's critical illness policies.

But nothing could beat Bloomer's decision to announce a #1bn rights issue in September, following reassurances that the group would not need to do so after failing to …