Prudential Advisors rebrands as Prudential Wealth Advisors
PRU•Prudential Financial renamed its U.S. financial advice unit Prudential Wealth Advisors. The business supports more than 3,000 financial advisors, and assets under management have risen about 60% since 2023 to $44 billion.
1. Broader wealth platform
Prudential Financial rebranded its U.S. financial advice unit Prudential Advisors as Prudential Wealth Advisors, signaling a shift toward a broader wealth-management platform supported by expanded technology, investment access and advisory resources. Its strategic partnership with LPL Financial remains central to the platform’s investment capabilities, with the business targeting growth with more experienced advisors.
