LINK by Prudential is no longer active

In 2018, Prudential Financial introduced LINK by Prudential, its first direct-to-consumer offering.

The online experience was designed to allow people to plan for their financial future by building a profile, which entailed answering some questions about themselves and their financial goals. Once a profile was created, Prudential would offer different solutions such as life insurance, annuities and investments.

The platform today is no longer active.

Prudential made an effort to drive traffic to the platform in the early days using Google Ads and other methods. For example, in April 2019, the company announced that its workplace financial wellness platform would include access to LINK by Prudential. However, traffic numbers were not consistent and in September 2019, Prudential took their direct-to-consumer aspirations to the next level with the acquisition of Assurance IQ.

Prudential declined to provide a comment to this story.