Prudential's Financial Advisory Business Gets Wealth Makeover

Editorial Staff

24 September 2026

US-listed Prudential Financial has renamed its financial advice business under the brand of Prudential Wealth Advisors.

The word “wealth” has been inserted into the old Prudential Advisors moniker to reinforce the importance of wealth management.

PWA supports more than 3,000 financial advisors in the US and assets under management have increased more than 60 per cent in less than three years to $44 billion.

Pat Hynes is president of Prudential Wealth Advisors.

“Experienced advisors require more than a product shelf. 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," Hynes said. "We believe Prudential Wealth Advisors offers that combination in a way that is increasingly distinctive in the market.”

Among its business connections, PWA has a strategic relationship with LPL Financial. Prudential’s retail broker-dealer and RIA services and operations have been transferred to LPL Enterprise LLC, an affiliate of LPL Financial Holdings. The integration of this partnership was completed in November 2024.

The brand name change highlights the extent to which rising wealth, and trends such as multi-trillion intergenerational wealth transfer, are major forces in today's broader financial services sector.