As Prudential Advisors sharpens its focus on the wealth management market, its President, Pat Hynes, discusses how the firm is evolving to meet the needs of today’s most sophisticated advisory businesses.
In this conversation, Hynes explains how stronger leadership alignment and a renewed emphasis on wealth management expertise are driving tighter platform integration and a more cohesive advisor experience. He also shares why established advisors and teams seeking institutional strength without institutional friction are finding their niche at a firm that’s focused on advisor support.
WSR: Some advisors may hesitate to align with large financial institutions. How do you address those concerns?
Hynes: As successful advisors consider their options, we’ve seen an increasing number moving away from traditional wirehouses, and for good reason. They’re looking for greater freedom, flexibility and support than they often experience within large money-center banks. Others believe the only way to deliver truly personalized service, deep client relationships, and specialized expertise is by going independent or joining a boutique firm.
For some, that path makes sense. But many advisors also recognize that sustaining a competitive edge today requires scale. The need for ongoing investment in technology, compliance, operations and business-building solutions isn’t slowing down, and it’s becoming increasingly difficult for solo practitioners and small teams to keep pace on their own. That’s where firms that invest in infrastructure can make a real difference.
Firms that invest in infrastructure can make a real difference.
My advice to advisors: Find a firm with a long-standing reputation, the firm equivalent of a trusted advisor who helps individuals and families plan for and protect their financial futures with confidence. Over the past decade, we’ve transformed our business by expanding our investment capabilities, strengthening our advisory platform, and introducing award-winning technology. We’ve also built a highly successful strategic relationship with LPL Financial, enhancing our wealth management offerings and creating meaningful new growth opportunities for advisors.
WSR: We’re seeing more established advisory teams reassess their long-term partners. What’s behind that shift, and why are those teams increasingly looking at Prudential Advisors?
Hynes: Advisory teams understand they need the backing of scale to succeed, but they also want a partner that genuinely values their work and supports how they serve clients every day. Being large enough to matter while maintaining a service-oriented culture — where advisors don’t feel like just another rep code — is a difficult balance to strike. When firms miss that mark, advisors start looking elsewhere.
I’ve learned that when we deliver scale and service, advisors start to take notice. Our approach is grounded in comprehensive financial planning, enabling advisors to move beyond product-based conversations. We provide the expertise, tools and resources to address a client’s full financial picture — from asset management and protection to retirement income and estate planning.
We also support growth in a very tangible way, including through an industry-leading leads program that’s differentiated in the marketplace. The result is a value proposition that’s resonating. In 2025, we notably grew our advisor population, bringing on seasoned professionals with an average of 25 years of experience.
WSR: How do recent technology and platform enhancements improve the advisor-firm and advisor-client experience?
Hynes: As client expectations for more personalized experiences continue to rise, advisors need technology that helps them deliver customized advice efficiently, and at scale. Our investments in technology are deliberate and ongoing. We’re focused on removing friction from the advisor-firm experience by streamlining processes, automating workflows, and ultimately giving advisors more time to deepen client relationships and grow their businesses.
AI and automation have also become essential for driving growth and remaining competitive.
At the same time, access to LPL’s leading wealth management platform allows our advisors to deliver a best-in-class client experience. AI and automation have also become essential for driving growth and remaining competitive. We’ve recently enhanced our Advisor Leads programs by applying AI and data science across the entire lead lifecycle, improving both lead quality and conversion.
While advanced technology can be a powerful differentiator, success in this business still hinges on human relationships. When used thoughtfully, these tools strengthen — not replace — the advisor-client connection, and that’s what ultimately drives better outcomes for everyone.
James Miller, Contributing Editor and Research Analyst at Wealth Solutions Report, can be reached at ContributingEd@wealthsolutionsreport.com.
