Prudential Adds ‘Wealth’ to Retail Advisory Branch Name
The company aims to highlight the expansion of its wealth management business.
Prudential Advisors, the U.S. retail arm of Prudential Financial Inc., announced a name change Thursday to bring attention to the development of its wealth management platform.
The new name of its financial advice business, effective immediately, is Prudential Wealth Advisors. The announcement of the name change cited Prudential’s “strategic relationship” with LPL Financial as an example of how the business recently expanded its “holistic wealth management capabilities,” including technology and investment access.
As an increasing number of retirement plan advisers offer wealth management services to their clients, Prudential Wealth Advisors has profited from the convergence. It supports more than 3,000 financial advisers nationwide, and its assets under management have grown more than 60% in less than three years, from approximately $27 billion in 2023 to $44 billion today.
In September 2025, Prudential and LPL collaborated on an insurance overlay retirement lifetime income strategy for LPL’s managed accounts platform.
“A name change only matters when it signals real progress, and [our name change] … reflects years of investment in the capabilities, resources and support advisers are looking for to deliver a comprehensive wealth management experience,” said Mike Klein, head of marketing and communications for Prudential Wealth Advisors, in a statement. “It puts a name to our evolution and captures the opportunities ahead.”
As of June 30, Prudential Financial had approximately $1.6 trillion in assets under management.