Prudential Advisors integrates with LPL Financial

Prudential Advisors, the retail division of Prudential Financial, has completed its integration with LPL Financial’s platform. This strategic relationship, announced in August 2023, enhances Prudential Advisors’ offerings with LPL’s wealth management tools and resources, supporting over 2,800 financial advisors who collectively serve 3.5 million clients.

The transition included onboarding $25 billion in assets to LPL’s platform, with an additional $35 billion expected in the coming months. This partnership strengthens recruiting efforts and expands resources, providing financial advisors with new capabilities to drive growth and better serve clients.

“For Prudential Advisors, this relationship significantly enhances our advisor offering by adding LPL’s wealth management platform, financial solutions and industry-leading advisor and client-support capabilities — building on our strong brand, best-in-class leads programs and supportive culture. Together, Prudential and LPL are leveraging our collective strengths and core capabilities to benefit financial advisors and their clients, and we are excited to bring this new level of capabilities to our advisors.” – Brad Hearn, president, Prudential Advisors.