Prudential has secured an additional 13% of sales in its retirement business, but corporate pension sales fell marginally from £286m to £275m.
The provider posted a £382m increase in individual pension sales, while income drawdown new business grew 16% to £1.2bn.
Earlier this year, Professional Pensions revealed Prudential was in consultation with clients over plans to slim down its corporate defined contribution (DC) business, shutting down its worksite-based activities.
Overall, profit from new business in the provider's UK and Europe life business division increased by 11% thanks to "higher sales and improved economics" compared to H1 2017.
Sales in the company's PruFunds range grew by 7%, while assets under management also grew by 12% from £35.9bn at 31 December to £40.3bn at end of June.
In March, Prudential's independent governance committee (IGC) disclosed it had simplified charging structures for its contract-based pension clients and was planning to shut down at least 13 funds it considered too expensive.
On an actual exchange rate basis, the firm's overall IFRS accounting operating profit grew 2% from H1 2017, landing at £2.4bn, largely driven by double-digit growth in new business profit from Asia.
Group chief executive Mike Wells said: "We have made a good start to 2018, delivering high-quality, profitable growth. At the same time we are taking the steps needed for the demerger of M&G Prudential from the group, which we announced in March, alongside implementing M&G Prudential's merger and transformation programme, which remains on track to meet its objectives."
He continued: "In the UK and Europe, continued demand for M&G Prudential's differentiated product propositions has resulted in third-party net inflows of £3.5bn for our asset management business, M&G, and net inflows of £4.4bn in PruFund-related business."
The provider also recorded an appreciation in its three defined benefit (DB) schemes' aggregate funding position. As of 30 June, the schemes had a combined IAS 19 surplus of £100m, compared to a £56m surplus at 31 December last year.
The Prudential Staff Pension Scheme also completed its 5 April 2017 triennial valuation in the first half of the year, showing an actuarial funding position of 105%. On an IAS 19 basis, the scheme had a £234m surplus. The Scottish Amicable Staff Pension Scheme and the M&G Staff Pension Scheme were recorded as having £62m and £71m deficits respectively.
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