New AI-driven capabilities apply data science across the entire lead lifecycle, from enrichment and scoring to routing, feedback, and advisor enablement.
newark new jersey, January 20, 2026 /PRNewswire/ — Prudential Advisors, the retail division of Prudential Financial, Inc. (NYSE: PRU), today announced significant enhancements to its Advisor Lead program. It leverages artificial intelligence (AI) and data science throughout the lead lifecycle to improve lead quality, increase conversion rates, and benefit advisors and consumers.
Customer insights from Gen AI
Our latest enhancements ensure that AI is embedded end-to-end throughout our unique platform, Prudential Advisors Connect. The platform’s main products include customer insights derived from Gen AI. AI uses existing Prudential data to generate actionable insights, helping advisors personalize their outreach, engage more effectively with prospects, and lead to richer, more meaningful conversations. “As the amount of data available to advisors continues to increase, AI is a strategic investment for advisors and their growth,” said Pat Hines, president of Prudential Advisors. “Meeting the challenge of turning large amounts of data into meaningful action requires a lead program that applies AI thoughtfully and responsibly, allowing advisors to focus on opportunities to provide consumers with the right advice at the right time. Maintaining advisor-client relationships is at the core of our business, and these enhancements strengthen the connection between technology and Prudential Advisors’ broader ‘relationship-first’ strategy.”
Lead propensity modeling
Additionally, the program includes a data science model that prioritizes leads with the highest chance of conversion. Lead propensity modeling allows advisors to focus their time and efforts on the areas that will have the greatest impact by prioritizing higher quality opportunities.
“In my first few years as an advisor, 90% of my revenue came from our non-adjusted lead program, and my three junior partners have had similar experiences,” said Edwin Winczek, a financial planner at Prudential Advisors. “Today, whether you’re just starting your business or are a seasoned advisor, Prudential Advisors’ investment in this enhanced resource will help you better understand and engage prospects’ needs and priorities. With clean, rich data, smart lead prioritization, and more relevant context, you can spend more time having purposeful conversations and less time filtering through the noise.”
Enhanced lead insights
To further enrich lead profiles, Prudential Advisors integrates additional third-party data sources and incorporates hundreds of new attributes, including household composition, employment history, wealth-related triggers such as life events, and more. These enhanced insights support automation, richer profiles, and deeper advisor insight into client prospects. All of these integrations point to more informed decisions for advisors within Prudential Advisors Connect.
Governance and responsible AI practices are cornerstones of the program. Prudential Advisors has built in continuous feedback loops and performance measurements to ensure the model is accurate, fair, and aligned with the needs of advisors and clients.
“Our goal is not just to innovate for the sake of innovation,” Hines added. “It’s important to build durable capabilities that scale responsibly and ultimately help advisors and clients achieve better outcomes.”
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About Prudential Advisors
Prudential Advisors supports the growth and success of more than 3,000 financial advisors nationwide with the support of local field leaders and headquarters employees. The business allows financial advisors to help clients build wealth and achieve their financial goals through personalized advice and comprehensive solutions. For more information, please visit advisors.prudential.com.
About Prudential
Prudential Financial, Inc. (NYSE: PRU), a global financial services leader and global active investment manager with approximately $1.6 trillion in assets under management as of September 30, 2025, has operations in the United States, Asia, Europe, and Latin America. Prudential’s diverse and talented workforce helps improve lives and create economic opportunity for more people by expanding access to investments, insurance and retirement security. For 150 years, Prudential’s iconic rock symbol has symbolized strength, stability, expertise and innovation. For more information, visit news.prudential.com.
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SOURCE Prudential Advisors
