Prudential Advisors, the retail distribution business of Prudential Financial, announced it has enhanced its Advisor Leads program by embedding artificial intelligence and data science across the full lead lifecycle to improve lead quality and increase conversion rates for its advisor force.
The update centers on Prudential Advisors Connect, the firm’s proprietary platform, where the company said AI is now applied end-to-end—from lead enrichment and scoring to routing, feedback, and advisor enablement. As part of the rollout, Prudential Advisors said it is introducing generative AI-derived customer insights that draw on existing Prudential data to produce actionable context designed to help advisors tailor outreach and engage prospects more effectively.
Alongside genAI insights, the program now incorporates lead propensity modeling, using data science models intended to prioritize opportunities that are more likely to convert. Prudential Advisors said the approach is designed to help advisors concentrate their time on higher-quality prospects and improve the efficiency of prospecting efforts.
The firm also said it has integrated additional third-party data sources to expand lead profiles with hundreds of new attributes, including household composition, professional history and “wealth-related triggers” tied to life events. Prudential Advisors said the added data is intended to support automation, deepen prospect context within Prudential Advisors Connect and drive more informed decision-making.
Prudential Advisors said governance and responsible AI practices are embedded into the program, including continuous feedback loops and performance measurement aimed at keeping models accurate, fair and aligned with advisor and client needs.
Prudential Advisors supports more than 3,000 financial advisors across the U.S., according to the company. Prudential Financial (NYSE: PRU) said it had approximately $1.6 trillion in assets under management as of Sept. 30, 2025, and operates across the United States, Asia, Europe and Latin America.
KEY QUOTES:
“In my first years as an advisor, 90% of my revenue came from our unaligned leads program, and my three junior partners are having a similar experience. Today, whether someone is just starting in the business or is an experienced advisor, Prudential Advisors’ investment in this enhanced resource allows us to engage prospects with a much clearer understanding of their needs and priorities. Clean and enriched data, smarter lead prioritization, and more relevant context mean I can spend more time having purposeful conversations and less time sorting through noise.”
Edwin Wincek, financial planner with Prudential Advisors
“As the volume of data available to advisors continues to grow, AI is a strategic investment in advisors and growth. 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 advisors focus on the opportunities that offer consumers the right advice at the right time. Preserving the advisor-client relationship is at the core of our business, and with these enhancements, we’re reinforcing technology’s connection to Prudential Advisors’ broader ‘relationship-first’ strategy.”
“Our goal isn’t just innovation for innovation’s sake. It’s about building durable capabilities that scale responsibly and ultimately help advisors and clients achieve better outcomes.”
Pat Hynes, president of Prudential Advisors
