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Prudential Advisors Enhances Advisor Leads Program with AI and Data Science

Prudential Advisors, the retail division of Prudential Financial, Inc. (NYSE: PRU), has unveiled significant upgrades to its Advisor Leads program by integrating artificial intelligence (AI) and data science throughout the entire lead lifecycle. This transformation is designed to enhance lead quality and increase conversion rates for financial advisors and their clients.

New AI-Driven Features

The enhancements bring AI technology into the proprietary platform, Prudential Advisors Connect. This platform now includes Gen AI-derived customer insights, which leverage existing Prudential data to produce actionable insights. These insights empower advisors to personalize their approach, leading to more meaningful interactions with potential clients. Pat Hynes, president of Prudential Advisors, emphasized the importance of harnessing the growing volume of data available to advisors, stating, "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."

Lead Propensity Modeling

Another key improvement in this program is the introduction of lead propensity modeling, a data science model that identifies leads more likely to convert. This enables advisors to concentrate their efforts on high-quality opportunities. Edwin Wincek, a financial planner with Prudential Advisors, highlighted the impact of these enhancements on his practice, noting that smart lead prioritization allows advisors to engage with potential clients more effectively and with greater insight into their needs.

Enhanced Lead Insights

Prudential Advisors has also enriched lead profiles by incorporating third-party data sources, adding numerous attributes such as household composition, professional backgrounds, and wealth-indicative life events. These richer profiles facilitate enhanced automation and allow advisors to make better-informed decisions based on deeper insights into their prospects.

Emphasis on Ethical AI Practices

Ensuring responsible AI practices is a centerpiece of this initiative. The program features continuous feedback loops and performance metrics to guarantee that the models remain accurate, fair, and aligned with the needs of both advisors and clients. Hynes reiterated that the focus is not merely on innovation but on establishing robust capabilities that provide sustainable support to advisors and their clients.

Conclusion

The integration of AI and data science into the Advisor Leads program showcases Prudential Advisors' commitment to enhancing the advisor-client relationship by equipping financial advisors with the tools to succeed in a data-driven world. The updates are not only about keeping pace with technological advances but also prioritizing the needs of clients while fostering meaningful engagement with informed insights.

For more information or to find a financial advisor in your area, visit Prudential Advisors.

About Prudential Advisors

Prudential Advisors supports the growth of over 3,000 financial advisors across the United States, providing them with the resources and local leadership to deliver personalized financial advice and comprehensive solutions that help clients achieve their financial goals.

About Prudential

Prudential Financial, Inc. (NYSE: PRU) operates globally while managing approximately $1.6 trillion in assets as of September 30, 2025. With a history that spans 150 years, Prudential offers a range of financial services aimed at expanding access to investing, insurance, and retirement security.