Egg was established as a division of UK life assurance company Prudential. Prudential Banking was involved in direct selling of savings and mortgage products. In 1998 the division was renamed Egg and relaunched as the UK's first Internet bank. The service gained in popularity, and soon the bank had more than 2 million customers. In 2000 Prudential cashed in on its stake and floated 21% of the company on the London Stock Exchange, retaining 79%. In 2003 Prudential announced its intention to sell its remaining stake in Egg to a third party. Despite rumours of interest from the likes of Royal Bank of Scotland and HSBC, no formal offers were made public, and Prudential dropped its plans in 2004.