Prudential launches Hispanic Market Campaign that includes market awareness training for financial professionals

New program aims to broaden financial access and opportunity for Hispanic consumers during National Hispanic Heritage Month and beyond

NEWARK, N.J. - Prudential Financial, Inc. (NYSE: PRU) has proudly launched a pilot campaign aiming to support Hispanic Americans with retirement planning and other financial needs.

Referred to as the Hispanic Market Campaign, it includes market certification training for Prudential Advisors financial professionals to help them better understand the unique and diverse needs within the Hispanic market, underpinned by Spanish-language advertising that debuted on Telemundo this summer during the Olympics and a bilingual experience on prudential.com that also offers visitors the option to connect with a Spanish-speaking advisor.

"The launch of this campaign is about strategic business development," says Hasan Ibrahim, vice president for Prudential Advisors' Central Territory. "Hispanic consumers represent a significant, yet underserved segment of the U.S. economy. Our effort aims to connect them with more of our financial professionals, enhancing their business potential while providing culturally competent financial guidance to the Hispanic community."

Program Highlights
The self-paced market certification program provides advisors with an understanding of the Hispanic market, equipping them with the cultural insights and practical marketing strategies needed to optimally support the financial journeys of Hispanic consumers.

Advisors completing the program will gain access to unique tools, including customer leads via Prudential's bilingual campaign landing page. Market certification is open to all Prudential Advisors financial professionals.

Gil Valadez, a Prudential advisor based in Arizona, says family is often a central focus in Hispanic culture. This influences decisions like supporting extended family, prioritizing children's education and ensuring family welfare - but these decisions may sometimes lead to individuals not prioritizing their own financial well-being.
"An advisor who understands these and other cultural nuances can design strategies that enable clients to take care of themselves and extended family financially," he says. "Prudential's attention to these nuances makes this campaign, and the certification program, differentiators in the financial services market."

Economic Power of the Hispanic Community
The Hispanic market holds substantial economic potential, with Hispanic consumers accounting for approximately 20% of the U.S. population and boasting a purchasing power of $3.4 trillion. However, according to research by LIMRA, only 34% of Hispanics believe they are saving enough or have saved enough for retirement, several points lower than the national average. "Hispanic consumers are eager for financial advice from people who understand our community, and this program enables advisors to meet them where they are, in the ways they want," says Ibrahim. "This is an economically powerful community that deserves our attention, and we're proud to be at the forefront of equipping advisors to serve them."

View one of the advertisements, "Protect Your Life's Work: Jannette," below, and access the digital experience here.

About Prudential Advisors
Prudential Advisors supports the growth and success of nearly 3,000 financial professionals, fee-based financial planners and financial advisors across the country. Supported by local leaders and headquarters associates, the business enables financial professionals to deliver holistic financial advice by providing access to industry-leading resources and tools, a robust leads program, a highly recognized brand, and an open architecture approach to investment solutions. For more information, please visit prudentialadvisors.com.

About Prudential Financial
Prudential Financial, Inc. (NYSE: PRU), a global financial services leader and premier active global investment manager with approximately $1.5 trillion in assets under management as of June 30, 2024, has operations in the United States, Asia, Europe, and Latin America. Prudential's diverse and talented employees help make lives better and create financial opportunity for more people by expanding access to investing, insurance, and retirement security. Prudential's iconic Rock symbol has stood for strength, stability, expertise, and innovation for nearly 150 years. For more information, please visit news.prudential.com.

MEDIA CONTACT
Keli Tianga
(862) 270-6384
[email protected]

Prudential Advisors is a brand name of The Prudential Insurance Company of America and its subsidiaries.

Gil Valadez offers insurance and securities products and services as a Registered Representative of Pruco Securities, LLC (Pruco).

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