Prudential Rolls Out AI, Data-Based Enhancements for Adviser Program

The retail arm of Prudential Financial Inc.—Prudential Advisors—announced enhancements to its Advisor Leads programs on Tuesday, adding artificial intelligence and data science offerings across the lead management process.

The AI enhancement embeds the technology across the proprietary platform, Prudential Advisors Connect. The platform’s lead offering includes generative AI-based customer insights and uses existing Prudential data to generate insights for advisers.

“If we are to meet the challenge of turning a sea of data into meaningful action, we need a leads program that applies AI thoughtfully and responsibly—to help advisers focus on the opportunities that offer consumers the right advice at the right time,” Pat Hynes, president of Prudential Advisors, said in the announcement.

In addition to AI enhancements, the program incorporates data science models that prioritize the leads most likely to convert. With higher-quality opportunity prioritization, lead propensity modeling is expected to improve advisers’ efficiency.

According to the announcement, Prudential Advisors prioritizes governance and responsible AI practices for the program and has embedded continuous feedback loops and performance measurements to ensure accuracy, fairness and alignment of client and adviser needs in all models.

Prudential Advisors has also integrated additional third-party data sources, incorporating hundreds of new attributes such as household composition, professional history and wealth-related triggers, such as life events. The enhanced insights support automation, more comprehensive client profiles and deeper adviser insight into prospects.

Prudential Financial is a global financial services company and active investment manager with approximately $1.6 trillion in assets under management as of September 30, 2025, with operations in the U.S., Asia, Europe and Latin America.