2,800 Advisors Onboarded by LPL Following Prudential Integration 

Prudential Advisors, the retail unit of Prudential Financial, Inc., and LPL Financial Holdings Inc. have completed their strategic integration, announced in August 2023. The partnership transitions Prudential’s retail broker-dealer and investment advisory services to LPL Enterprise, an affiliate of LPL Financial Holdings.  

LPL now supports over 2,800 Prudential Advisors financial advisors serving 3.5 million families. LPL has invested more than $300 million in platform technology and integration over the past year. Approximately $25 billion in assets have been onboarded to the LPL platform, with the remaining $35 billion expected to transfer in the coming months. 

“The conversion to the LPL platform marks the launch of a long-term partnership that brings extensive wealth management capabilities to Prudential Advisors,” said Ken Hullings, EVP, Institution Client Success, LPL Financial.