Prudential Advisors rebrands as Prudential Wealth Advisors

Prudential Financial  has renamed its U.S. financial advice business Prudential Wealth Advisors, reflecting its expansion into broader wealth management services.

The business supports more than 3,000 financial advisors nationwide. Its assets under management have grown more than 60% in less than three years, from approximately $27 billion in 2023 to $44 billion, according to Prudential.

The rebrand follows investments in advisor technology, financial planning resources and investment capabilities, including through its strategic partnership with LPL Financial. Prudential said it is attracting more experienced advisors and wealth managers and plans to continue investing in its advisor platform.

Insurance and annuities remain part of the business’s offering, alongside financial planning and investments.

“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. We’ve invested in the tools, resources, and local expertise to help advisors grow, backed by Prudential’s trusted brand, award-winning technology,^[1] 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.” – Pat Hynes, president of Prudential Wealth Advisors.