Prudential Advisors is now Prudential Wealth Advisors
EmitenTrust.com New name reflects evolution to a modern wealth management platform
NEWARK, N.J., Sept. 24, 2026 /PRNewswire/ -- Prudential Advisors, Prudential Financial, Inc.'s (NYSE: PRU) U.S. financial advice business, today announced that it is now Prudential Wealth Advisors. The new name reflects the evolution of a business focused on supporting advisors as they build and grow wealth management practices and help clients navigate their financial lives through personalized advice and comprehensive solutions.
Over the past several years, Prudential has significantly expanded the capabilities, technology, investment access, and resources available to its advisors, most notably through its strategic partnership with LPL Financial. The business has continued to grow its holistic wealth management capabilities while building an environment designed to support financial advisors at every stage of their careers — from those building emerging practices to experienced advisors and wealth managers looking to grow large, well-established businesses.
Today, Prudential Wealth Advisors supports more than 3,000 financial advisors across the country, with a growing number of experienced advisors and wealth managers choosing to build their businesses with Prudential. That growth is also reflected in the business's assets under management, which have increased more than 60% in less than three years, from approximately $27 billion in 2023 to $44 billion today. Highly successful advisors and teams are finding opportunities to grow through the unique balance of independence and support that has become a hallmark of Prudential Wealth Advisors.
"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," said Pat Hynes, president of Prudential Wealth Advisors. "We've invested in the tools, resources, and local expertise to help advisors grow, backed by Prudential's trusted brand, award-winning technology,
Built for the modern wealth management advisor
Prudential Wealth Advisors offers wealth managers the flexibility, investment capabilities, technology, financial planning resources, leads, and practice support to build differentiated businesses around the needs of their clients.
The business's strategic relationship with LPL Financial has further expanded investment access and capabilities, while Prudential's national scale and local leadership provide advisors with resources and support designed to help them serve clients and grow their practices. That combination is increasingly resonating with experienced advisors and wealth managers looking for a platform that can support the complexity and scale of their businesses, while giving them the freedom to build meaningful, long-term client relationships. The business expects to build on its momentum by continuing to invest in its award-winning advisor platform and attract experienced advisors and wealth managers who see an opportunity to grow their practices within Prudential.
"Experienced advisors require more than a product shelf," Hynes continued. "They need a business environment that gives them the capabilities to deliver comprehensive advice, the flexibility to serve their clients the way they choose, and the resources to grow. We believe Prudential Wealth Advisors offers that combination in a way that is increasingly distinctive in the market."
While the business has expanded well beyond its traditional roots, Prudential's long-standing expertise in protection and retirement remains an important competitive advantage. Insurance and annuities can play an important role within a broader wealth management strategy, giving advisors additional tools to help clients manage risk, prepare for retirement, and protect the wealth they have built.
According to Mike Klein, head of marketing and communications for Prudential Wealth Advisors, "A name change only matters when it signals real progress, and that's exactly why Prudential Wealth Advisors is so meaningful. It reflects years of investment in the capabilities, resources, and support advisors are looking for to deliver a comprehensive wealth management experience. It puts a name to our evolution and captures the opportunities ahead."
ABOUT PRUDENTIAL WEALTH ADVISORS
Prudential Wealth Advisors is Prudential Financial, Inc.'s U.S. financial advice and wealth management business, supporting more than 3,000 financial advisors across the country. Backed by local field leadership and the resources of Prudential and LPL, the business enables advisors to build and grow their practices while helping individuals, families, and businesses pursue their financial goals through personalized advice and comprehensive wealth management, investment, retirement, and protection solutions.
For more information, please visit advisors.prudential.com.
ABOUT PRUDENTIAL
Prudential Financial, Inc. (NYSE: PRU), a global financial services leader and premier active global investment manager with approximately $1.6 trillion in assets under management as of June 30, 2026, has operations in the United States, Asia, Europe, and Latin America. Prudential's diverse and talented employees help make lives better and create financial opportunities for more people by expanding access to investing, insurance, and retirement security. Prudential's iconic Rock symbol has stood for strength, stability, expertise, and innovation for 150 years. For more information, please visit news.prudel.com.
MEDIA CONTACT
Mike Klein
732-742-4032
michael.klein@prudential.com
© 2026 Prudential Financial, Inc. and its related entities. Prudential, the Prudential logo, and the Rock symbol are service marks of Prudential Financial, Inc. and its related entities, registered in many jurisdictions worldwide.
Securities and Advisory services offered through LPL Enterprise, LLC ("LPL E"), a registered investment advisor. Member FINRA/SIPC. LPL E and its affiliated companies provide financial services only from the United States.
"Prudential Advisors" is a brand name for the proprietary retail sales channel of The Prudential Insurance Company of America ("PICA") and its insurance company and other affiliates (collectively "Prudential"). Prudential Advisors' financial professionals are licensed insurance agents of Prudential who, pursuant to a strategic relationship between Prudential and LPL Financial, separately offer securities and investment advisory services through LPL E, solely as registered persons of LPL E.
LPL E is a registered investment adviser and broker-dealer (Member FINRA/SIPC), and an affiliate of LPL Financial (LPL F). LPL E and LPL F are not affiliated with Prudential.
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SOURCE Prudential Wealth Advisors