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Manage Your Money. Live Your Dream.

Start moving toward the future you want in minutes with LINK. Set goals. Get advice. Take action.

Start Now

YOUR ROADMAP

Create a personalized path to what you want

YOUR SOLUTIONS

Choose what fits your needs

YOUR CHOICE

Connect online, by phone, video or in person

YOUR PRUDENTIAL

Born from more than 140 years of helping people achieve their goals

YOUR ROADMAP
Financial Guidance for Your Future – Even When It Shifts

LINK by Prudential is a personalized experience that learns about what’s important to you and connects you with solutions and financial professionals to help you achieve your goals. No matter what changes come your way. LINK is flexible, giving you guidance throughout your financial journey. LINK rebalances, just as life does.

YOUR SOLUTIONS
Go Beyond Investing

Deciding what to do with your money isn’t easy, with all the priorities and responsibilities you have. We get it. That’s why, depending on what you’re trying to achieve, we offer more than just investing. We see connections across your financial life that some others may not.

PROTECT YOUR FAMILY

What if something were to happen to you – would your family be taken care of financially? A LINK financial representative can help you safeguard the future of loved ones who define your world.

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RETIRE PREPARED

If retirement is around the corner, wouldn’t it be nice to count on income, like the kind that can come from an annuity?

Speak with a Prudential LINK financial representative to discuss your income options.

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INVEST TO ACHIEVE

Whether you’re building an emergency fund for a rainy day, investing for retirement, college or other goals unique to you, a Prudential Managed Account can help your money work smarter. Our professionally managed portfolios are built for where you want to go, take into account what you’ve already done, and respect the risks you don’t want to take. And they come with knowledgeable financial advisors ready to answer your questions, big or basic.

Learn more

YOUR CHOICE
We’re Here for You – Phone, Video, Online, in Person

Setting off on a financial journey can lead to mixed emotions: hope and excitement, but also uncertainty about how complex and time-consuming managing your money can be. It doesn’t have to feel like calculus class. We’ve designed LINK with that in mind - to provide a customized financial roadmap, and to do it in an easy-to-use way.

But sometimes you may have some hard questions about where or how to get there. No problem. LINK by Prudential is supported by a team of knowledgeable financial professionals. You can connect with our team members by phone, video or even in person.

YOUR PRUDENTIAL
Born From a Legacy People Rely on

With its accessibility and innovation, LINK by Prudential takes a modern approach to helping you plan your financial future. But we're born from more than 140 years of Prudential helping people achieve their financial goals. That's the kind of history families have counted on.

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YOUR FUTURE BEGINS NOW

No one knows exactly what life has in store, but you can picture the milestones you’d like to achieve. Having a knowledgeable partner to help guide you can make the unknowns a lot less fuzzy. And those happy moments a reality. And LINK is that devoted guide. Ready to see where your future leads?

Let's Do This!

Frequently Asked Questions

Who is the Prudential LINK Team?

What is a Prudential Managed Account?

Why is it important to plan for your financial future?

What does a conversation with a Prudential LINK Advisor entail?

As a LINK by Prudential customer, you’ll enjoy access to our financial advisors. So, whether you choose to connect by phone or video, the Prudential LINK Advisor assesses your financial situation and the information provided in our interactive experience. Your financial advisor can guide you through a customized financial roadmap as unique as you are in as little as 30 minutes.

Will I speak with the same Prudential LINK Advisor each time I call?

Prudential LINK Advisors are financial professionals trained to provide the guidance you need to help you move toward your goals. Every client is the responsibility of our entire team. So, when you speak to any Prudential LINK Advisor, they will have access to your complete records and financial roadmap. That way, we can give you personalized insights to meet your unique needs, when you need them.

How does LINK by Prudential keep my information secure?

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Prudential LINK 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 are made available through PCS, an SEC-registered investment adviser. For more information, please see the Form ADV Part 2A.

*PCS is not a licensed insurance agency or broker. Life insurance and annuities are issued by The Prudential Insurance Company of America (sometimes referred to as “PICA”), Pruco Life Insurance Company (except in New York, issued by Pruco Life Insurance Company of New Jersey), Newark, NJ (main office). Variable annuities are distributed by Prudential Annuities Distributors, Inc., Shelton, CT and sold by registered representatives of Pruco Securities, LLC (“Pruco”), member FINRA, SIPC. All are Prudential Financial companies and each is solely responsible for its own financial condition and contractual obligations.

Prudential LINK financial representatives are licensed insurance agents and appointed to represent The Prudential Insurance Company of America and its affiliated insurers and are registered representatives of Pruco.

Prudential LINK financial representatives currently offer a more limited range of insurance and annuity products (“insurance products”) as compared to the range of insurance products offered through other Prudential distribution channels. Prudential LINK financial representatives currently offer only insurance products issued by PICA and its affiliates (“Prudential companies”). It is generally more profitable to Prudential if you purchase insurance products that are issued by a Prudential company than a non-Prudential company.

Prudential LINK and LINK by Prudential occasionally may be referred to as LINK

The LINK by Prudential free consultation provides an overview of your financial life and proposes solutions for you to consider. You will not receive a written financial plan and/or investment recommendations.

For PCS clients, interaction with PCS will generally be limited to the Prudential LINK web-based interface. PCS clients do not have an individual portfolio manager assigned to their account. PCS, through its Investment Committee, selects portfolio holdings and determines the program’s rebalancing methodology.

All references to income certainty and guarantees, including optional benefits, are backed by the claims-paying ability of the issuing company and do not apply to the underlying investment options.

You should consider the features of the contract and/or the underlying portfolios’ investment objectives, policies, management, risks, charges and expenses carefully before investing. This and other important information is contained in the prospectus. Please read the prospectus carefully before investing or sending money.

Investing in securities involves risk, and there is always the potential of losing money. Asset allocation and rebalancing do not ensure a profit or guarantee against loss.

**Keep in mind that the results generated by PICA’s life insurance estimator tools are based upon certain assumptions regarding interest rates and rates of inflation, among other relevant factors. They are hypothetical and for illustrative purposes only, may vary over time, and may not necessarily reflect your actual situation or needs. PICA does not guarantee the accuracy of any calculation-results scenarios. In applying the information provided on this website, you should consider your other assets, income and investments such as the equity in your home, Social Security benefits, savings accounts and other plans that may provide protection to your loved ones in the event of your death.

Results derived from PICA’s life insurance estimator tools may vary depending on the tool being utilized, assumptions and information provided, and should not be interpreted as a recommendation or as fiduciary advice by PICA or any of its affiliates. Before purchasing a life insurance policy, you should be sure to consult with a licensed insurance agent or financial representative to confirm that the information provided by the tools is consistent with your specific insurance needs and your current situation.

PICA’s life insurance estimator tools are not an offer to sell life insurance. Entry of your information, use of the tools and any results derived from the tools do not guarantee your eligibility for any type or amount of life insurance.

Certain operational and technology platform services are provided by Envestnet Financial Technologies, Inc. (“Envestnet”). Custody, clearing and execution services are provided by Apex Clearing Corporation (“Apex”), member FINRA, SIPC. Envestnet and Apex are not affiliated with PICA or any of its affiliates.

The content on this website is being provided for informational or educational purposes only and does not take into account the investment objectives or financial situation of any client or prospective clients. The information is not intended as investment advice and is not a recommendation about managing or investing your retirement savings. In providing this information, neither PICA nor any of its affiliates is acting as your fiduciary. Clients seeking information regarding their particular investment needs should contact a financial professional.

PICA, its affiliates and their financial professionals do not render tax or legal advice. Please consult with your tax and legal advisors regarding your personal circumstances.

The projections and other information generated by PCS regarding likelihood of various investment outcomes are hypothetical in nature, do not reflect actual investment results and are not guarantees of future results. Results derived from various “what if” scenarios for your financial life may not be the actual costs or amounts ultimately needed to fund specific life events. PCS and its affiliates are not liable for use of this experience. Learn more about our Methodology.

This website contains some content provided by companies that are not affiliated with PICA or any of its affiliates (“Third Party Content”). Such Third Party Content is prominently and clearly identified and may include general information and education commentary, interactive tools and data concerning financial markets or other subjects. Third Party Content providers include, but are not limited to, The Wedding Report, Petersons, and Zillow.

This website may not be approved in all states.

Information contained on this site does not and is not intended to constitute an advertisement, solicitation, or offer for sale in any jurisdiction outside the United States, where such use would be prohibited or otherwise regulated.

Prudential, the Prudential logo, the Rock Symbol and Prudential LINK are service marks of Prudential Financial, Inc. and its related entities, registered in many jurisdictions worldwide. This site is intended for U.S. persons only.

Prudential Financial, Inc. of the United States is not affiliated with Prudential plc, which is headquartered in the United Kingdom.

By using this website, you agree that you have read and agree to our Terms and Conditions.

Securities and Insurance Products:

Not Insured by FDIC or any Federal Government Agency | May Lose Value | Not a Deposit of or Guaranteed by the Bank or any Bank Affiliate.

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Manage Your Money. Live Your Dream.

YOUR ROADMAP

YOUR SOLUTIONS

YOUR CHOICE

YOUR PRUDENTIAL

YOUR ROADMAP
Financial Guidance for Your Future – Even When It Shifts