Prudential Financial, the Newark, New Jersey institution also known as “The Rock,” is ramping up next-gen wealthtech while recruiting advisors at a pace more common among fast-paced start-ups than legacy insurers.
In an announcement from its proprietary retail sales channel, Prudential Advisors, the firm said it has added nearly $3 billion in client assets through recruits, resulting in a 9% jump in advisor headcount that now stands at more than 3,000 advisors nationwide.
Prudential Advisors is emerging as a tech-enabled advice platform.
“We’ve built a powerful ecosystem that helps advisors deliver exceptional value to their clients — through robust planning capabilities, industry-leading technology, and meaningful business development support, which together are setting a new standard in our industry,” said Patrick Hynes, president of Prudential Advisors. “The strong inflow of experienced talent reflects the confidence advisors have in our model, and we expect to sustain this positive trajectory through the end of the year and beyond.”
Prudential has moved quickly to provide the latest advisor technology for its growing network of professionals. Last year, the company completed its integration with LPL Financial – a first-of-its-kind partnership that was less about distribution and more about platform interoperability. Prudential’s client acquisition engine now works in harmony with LPL’s multi-custody access, high efficiency operations and scalable digital investment platforms, the firms have said.
Prudential Advisors’ mission may be two-fold. First, to attract top wealth management teams with sizable assets under management, and second, to bring more attention to the needs of a larger segment of Americans who are upwardly mobile but forgo personalized financial advice.
“We know there remains an opportunity for more people to benefit from financial advice,” said Caroline Feeney, global head of Prudential’s Retirement and Insurance businesses. “Our latest research, the 2025 Global Retirement Pulse Survey, revealed that only 41% of mass affluents globally have a financial advisor.”
Prudential’s Pulse Survey, released in October, surveyed 4,200 affluent adults globally – or people with more than $100,000 in investable assets or the equivalent amount in each country surveyed: the United States, Japan, Brazil, and Mexico.
