Prudential Advisors, the U.S. financial advice business of Prudential Financial, announced that it now operates as Prudential Wealth Advisors. The company said the new name reflects an expansion of its wealth management capabilities.
The firm said the renamed business has expanded beyond its traditional protection and retirement roots into broader wealth management.
Pat Hynes, President of Prudential Wealth Advisors, said, “Prudential Wealth Advisors reflects the work our advisors are doing every day — delivering holistic planning across insurance, annuities, financial planning, and investments to help clients build, manage, and protect wealth.”
Prudential Financial entered a relationship with LPL Financial in 2023 to provide retail brokerage and investment advisory services for Prudential Advisors.
Hynes added, “We’ve invested in the tools, resources, and local expertise to help advisors grow, backed by Prudential’s trusted brand, award-winning technology, and local leadership support and LPL Financial’s industry-leading investment platform. The result is a compelling value proposition — and strong momentum with advisors choosing to build their futures here.”
Mike Klein, Head of Marketing and Communications for Prudential Wealth Advisors, said, “A name change only matters when it signals real progress, and that’s exactly why Prudential Wealth Advisors is so meaningful. It reflects years of investment in the capabilities, resources, and support advisors are looking for to deliver a comprehensive wealth management experience. It puts a name to our evolution and captures the opportunities ahead.”
Prudential Wealth Advisors said its assets under management (AUM) increased more than 60% in less than three years, from approximately $27 billion in 2023 to $44 billion, and that it supports more than 3,000 financial advisors nationwide.
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