IFP corporate member Prudential said in a statement to the stock market: "Our direct advice service, Prudential Financial Planning, is seeing demand for advice from our existing direct customers.
"Adviser numbers grew to 196 advisers by the end of 2013, in line with our expectations."
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Revenues and profits for the planning arm of the firm were not given in the annual report.
Pre-tax profits at Pru UK remained virtually the same in 2013 as the previous year, rising only slightly (£706m compared to £703m).
Overall UK sales have fallen 12 per cent from £795m to £697m, with onshore bond sales down 23 per cent to £176m.
The company said its UK performance was "resilient, as industry sales volumes remain negatively affected by the implementation of the requirements of the Retail Distribution Review. "
It added: "We believe the strength of our products and brand will position us well once distributors have adjusted to the new environment."
Prudential also announced its operation in Poland, started last year, has built an agency sales network of 481 Financial Planning consultants across 12 branches. The agency sales network will continue to be rolled out to more major Polish cities and towns during 2014.