In the current competitive business world today, business environment are driven by their ability to adapt and develop in changing in the market. It is believe innovation is the key for businesses that can help businesses to grow and create sustainability. One of the biggest insurance companies in Indonesia is PT Prudential Life Assurance. Many new players started to join the business and ready to compete with Prudential. The purpose of this research is to reveal how types innovation impact on business sustainability at PT. Prudential Life Assurance Indonesia. This study is adopting the use of quantitative method. A convenience sampling was used to study the population that compromising 7 Prudential’s marketing offices. Data was analyzed using SPSS statistical package program. The results of the validity test on variable X and Y are valid because the values exceed the critical value which is 0.2404. Same goes to the reliability test where the results of the test are reliable because it is more than 0.6. From the correlation test, it can be known that the Pearson’s correlation produces 0.753 and it means that there is a strong positive relationship between variables. The determination test shows that innovation has 56.7% towards business sustainability. From the hypothesis test, the result of the Zcount is 6.12 which is bigger than Ztable which is 1.96. Therefore, it can be concluded that null hypothesis is rejected and alternative hypothesis is accepted. These results show that innovation significantly impact business sustainability in PT. Prudential Life Assurance.