Our Commitment to Ethics | Prudential Financial

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At Prudential, we have a longstanding commitment to conduct business with integrity. It’s how we have delivered on our promises to customers for more than 145 years. And it is critical to achieve our purpose of making lives better by solving the financial challenges of our changing world.

As we evolve, what will never change is our commitment to doing business the right way. Every one of us associated with Prudential is responsible for understanding and complying with the expectations outlined in our Code of Conduct, Making the Right Choices. PDF opens in new window

Our principles guide our decision making and are at the heart of how we conduct business, serve our customers, work with each other, make investments and sell our products:

We do the right thing.
We take a long-term perspective.
We win with talent, culture and execution.
We make and keep promises.

Our Code of Conduct is not just a document we refer to – it is a way of life at Prudential. It supports our inclusive culture and our ability to fulfill our purpose. We are proud to be a company that conducts business with high standards of ethics and integrity which begins with our resolute commitment to do business the right way.

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Assurance IQ, LLC a wholly-owned subsidiary of Prudential Financial, Inc. matches buyers with products such as life and health insurance and auto insurance, enabling them to make purchases online or through an agent. Neither Prudential Financial, Inc. nor Assurance IQ offers, underwrites, or administers health plans or health insurance policies.

LINK by Prudential is an umbrella marketing name for Prudential Customer Solutions LLC (“PCS”), Prudential Annuities Distributors, Inc. and various subsidiaries of The Prudential Insurance Company of America. Investment advisory products and services of LINK by Prudential are made available through PCS, an SEC registered investment adviser. PCS is not a licensed insurance agency or broker. Prudential LINK and LINK by Prudential occasionally may be referred to as LINK.

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Prudential LINK financial representatives currently offer a more limited range of insurance and annuity products (“insurance products”) compared to the range of insurance products offered through other Prudential distribution channels.

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