Prudential Advisors, the retail arm of Prudential Financial, announced enhancements to its advisor leads programs, leveraging AI and data science with the goal of improving lead quality and increasing conversion rates.
The firm said AI is now embedded in the Prudential Advisors Connect (PA Connect) platform – covering enrichment, scoring, routing, feedback and advisor enablement.
“As the volume of data available to advisors continues to grow, AI is a strategic investment in advisors and growth,” said Pat Hynes, President of Prudential Advisors. “If we are to meet the challenge of turning a sea of data into meaningful action, we need a leads program that applies AI thoughtfully and responsibly – to help advisors focus on the opportunities that offer consumers the right advice at the right time.”
With these enhancements, generative AI analyzes Prudential data to surface actionable insights. These insights provide the context for advisors to personalize prospect outreach, according to the firm. In addition, the program’s data science models rank leads most likely to convert, enabling advisors to focus on high impact actions.
“Today, whether someone is just starting in the business or is an experienced advisor, Prudential Advisors’ investment in this enhanced resource allows us to engage prospects with a much clearer understanding of their needs and priorities,” said Edwin Wincek, a Financial Planner at Prudential Advisors. “Clean and enriched data, smarter lead prioritization, and more relevant context mean I can spend more time having purposeful conversations and less time sorting through noise.”
Prudential Advisors supports over 3,000 advisors in the U.S. Prudential Financial had approximately $1.6 trillion in assets under management globally as of Sept. 30.
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