Black Americans have financial power and are eager to plan secure financial futures. You have the power to share the products and services to help them achieve their goals.
BY ENGAGING with
YOUR BUSINESS
ACCELERATE
new clients
ENGAGING with
ACCELERATE YOUR
BUSINESS BY
new clients
RESEARCH SHOWS THAT Black Americans
This gives you the opportunity to educate clients and prospects about other ways life insurance can enhance their financial security. For example, in addition to providing a death benefit, some life insurance policies offer the potential to build cash value, which clients can access while still living, to supplement income in retirement, pay for medical expenses, and more.
80
%
of Black Americans plan to pass down some form of wealth to their families.*
have a strong commitment to financial freedom in their later years.*
%
76
say that the primary reason they own life insurance is only for final expenses.*
%
66
Myths vs. Realities Surrounding Black Wealth
There are many myths surrounding Black Americans’ beliefs about money and their opportunities to build and sustain wealth. When you look beyond the myth and see the reality, then you’re better positioned to have proactive conversations with clients about financial strategies.**
MYTH 3
MYTH 3
MYTH 2
MYTH 2
MYTH 1
MYTH 1
Talk to clients about financial strategies, such as life insurance, that can help protect their families with a death benefit, while also providing ways to build additional income for retirement and pay for long-term health costs.
Black Americans’ economic circumstances are a result of poor financial choices on their part.
A younger generation of Black Americans know that they have agency over their path to wealth. This is your opportunity to offer suitable financial products and services, including life insurance that can help them generate the security and wealth they desire.
Black Americans don’t have sufficient wealth or income to be considered valuable customers.
Building trust is the key to building a strong relationship. To build that trust, you must show individual clients the products and services you and Prudential can offer that can help them, their families, and their communities become more financially secure.
Black Americans generally share the same financial lifestyle, values, and behaviors.
Black Americans are not all at the same point in their financial journeys, which is why it’s so important not to presume what products they do or don't need. The LUV+ model is a simple way to start meaningful conversations with clients. It comprises four steps — Listen, Understand, Validate, and Iterate — that help you understand clients’ mindsets, uncover their needs, and start to build trust.
START THE DISCUSSION WITH
THE LUV+ MODEL
ITERATE
ITERATE
VALIDATE
VALIDATE
UNDERSTAND
UNDERSTAND
LISTEN
LISTEN
Listen intently to clients and be sure to grasp their emotional and financial needs. Keep an open mind and put aside any assumptions.
LISTEN
Make sure you truly understand what clients are telling you about their financial situation. Understand their family dynamics and sources of income.
UNDERSTAND
Take in what is said and respond with respect, grace, and humility. Demonstrate that you understand what their challenges and goals are in your own words.
VALIDATE
Come to an understanding of the plan to start the wealth-building journey. Explain that together, you’ll monitor progress toward reaching goals and make changes as needed.
ITERATE
Check out the Tools and Resources section for a variety of materials to help you educate clients about the ways they can achieve their financial goals.
If you have questions about Blueprints to Black Wealth, please contact your Prudential wholesaler.
Questions?
Get started
For Financial Professional Use Only. Not for Use With the public.
For Financial Professional Use Only.
For nearly 50 years, Prudential has been investing in the Black community. Blueprints to Black Wealth continues to build and expand on that commitment.
Be a champion for Black Americans’ financial security.
At Prudential, we are steadfastly committed to meeting the needs of our customers. Blueprints to Black Wealth was built on a deep understanding of the diversity within the Black community and acknowledges the power and readiness of first-generation Black wealth builders.
Committed to the Needs of each and every customer
MYTH 3
MYTH 2
MYTH 1
MYTH 3
MYTH 2
MYTH 1
Reality: Black Americans have been systematically denied access to information, tools, and opportunities to increase their wealth.
Opportunity: Talk to clients about financial solutions, such as life insurance, that can help protect their families with a death benefit, while also providing ways to build additional income for retirement and pay for long-term health costs.
Black Americans’ economic circumstances are a result of poor financial choices on their part.
MYTH 3
MYTH 2
MYTH 1
Reality: Black Americans have the income and desire to build strong financial futures.In fact, employment among Black Americans is currently at a record high and their buying power is expected to rise to $1.8T by 2024. Furthermore, nearly 6 in 10 Black Americans say they are likely to buy life insurance within the next 12 months.*
Opportunity: A younger generation of Black Americans know that they have agency over their path to wealth. This is your opportunity to offer suitable financial products and services, including life insurance that can help them generate the security and wealth they desire.
Black Americans don’t have sufficient wealth or income to be considered valuable customers.
MYTH 3
MYTH 1
MYTH 2
Listen intently to clients and be sure to grasp their emotional and financial needs. Keep an open mind and put aside any assumptions.
LISTEN
Make sure you truly understand what clients are telling you about their financial situation. Understand their family dynamics and sources of income.
UNDERSTAND
Take in what is said and respond with respect, grace, and humility. Demonstrate that you understand what their challenges and goals are in your own words.
VALIDATE
Come to an understanding of the plan to start the wealth-building journey. Explain that together, you’ll monitor progress toward reaching goals and make changes as needed.
ITERATE
Take in what is said and respond with respect, grace, and humility. Demonstrate that you understand what their challenges and goals are in your own words.
VALIDATE
Make sure you truly understand what clients are telling you about their financial situation. Understand their family dynamics and sources of income.
UNDERSTAND
Listen intently to clients and be sure to grasp their emotional and financial needs. Keep an open mind and put aside any assumptions.
LISTEN
Black Americans are not all on the same point in their financial journies, which is why it’s so important to not presume what products they need. The LUV+ model is a simple way to start meaningful conversations with clients. It’s comprised of four steps — Listen, Understand, Validate, and Iterate — that help you understand clients’ mindsets, uncover their needs, and start to build trust.
THE LUV+ MODEL
START THE DISCUSSION WITH
Come to an understanding of the plan to start the wealth-building journey. Explain that together, you’ll monitor progress toward reaching goals and make changes as needed.
ITERATE
Take in what is said and respond with respect, grace, and humility. Demonstrate that you understand what their challenges and goals are in your own words.
VALIDATE
Make sure you truly understand what clients are telling you about their financial situation. Understand their family dynamics and sources of income.
UNDERSTAND
Listen intently to clients and be sure to grasp their emotional and financial needs. Keep an open mind and put aside any assumptions.
LISTEN
Black Americans are not all on the same point in their financial journies, which is why it’s so important to not presume what products they need. The LUV+ model is a simple way to start meaningful conversations with clients. It’s comprised of four steps — Listen, Understand, Validate, and Iterate — that help you understand clients’ mindsets, uncover their needs, and start to build trust.
THE LUV+ MODEL
START THE DISCUSSION WITH
Come to an understanding of the plan to start the wealth-building journey. Explain that together, you’ll monitor progress toward reaching goals and make changes as needed.
ITERATE
Take in what is said and respond with respect, grace, and humility. Demonstrate that you understand what their challenges and goals are in your own words.
VALIDATE
Make sure you truly understand what clients are telling you about their financial situation. Understand their family dynamics and sources of income.
UNDERSTAND
Listen intently to clients and be sure to grasp their emotional and financial needs. Keep an open mind and put aside any assumptions.
LISTEN
Black Americans are not all on the same point in their financial journies, which is why it’s so important to not presume what products they need. The LUV+ model is a simple way to start meaningful conversations with clients. It’s comprised of four steps — Listen, Understand, Validate, and Iterate — that help you understand clients’ mindsets, uncover their needs, and start to build trust.
THE LUV+ MODEL
START THE DISCUSSION WITH
Get started
Disclaimer:
© 2023 Prudential Financial, Inc. and its related entities. Prudential, the Prudential logo, and the Rock symbol are service marks of Prudential Financial, Inc. and its related entities, registered in many jurisdictions worldwide.
This material is being provided for informational or educational purposes only and does not take into account the investment objectives or financial situation of any clients or prospective clients. The information is not intended as investment advice and is not a recommendation about managing or investing a client’s retirement savings. Clients seeking information regarding their particular investment needs should contact a financial professional.
Life insurance is issued by The Prudential Insurance Company of America, Newark, NJ, and its affiliates.
INVESTMENT AND INSURANCE PRODUCTS ARE: NOT FDIC INSURED • NOT INSURED BY ANY FEDERAL GOVERNMENT AGENCY • NOT A DEPOSIT OR OTHER OBLIGATION OF, OR GUARANTEED BY, ANY BANK OR ITS AFFILIATES • SUBJECT TO INVESTMENT RISKS INCLUDING POSSIBLE LOSS OF THE PRINCIPAL AMOUNT INVESTED
ISG_DG_ILI439_01 1050873-00004-00
If you have questions about Blueprints to Black Wealth, please contact your Prudential wholesaler.
Questions?
Disclaimer:
*Source: LIMRA 2023 Barometer Report.
** Source: 3 myths from Seven Elements Research (2022)
© 2023 Prudential Financial, Inc. and its related entities. Prudential, the Prudential logo, and the Rock symbol are service marks of Prudential Financial, Inc. and its related entities, registered in many jurisdictions worldwide.
This material is being provided for informational or educational purposes only and does not take into account the investment objectives or financial situation of any clients or prospective clients. The information is not intended as investment advice and is not a recommendation about managing or investing a client’s retirement savings. Clients seeking information regarding their particular investment needs should contact a financial professional.
Life insurance is issued by The Prudential Insurance Company of America, Newark, NJ, and its affiliates.
INVESTMENT AND INSURANCE PRODUCTS ARE: NOT FDIC INSURED • NOT INSURED BY ANY FEDERAL GOVERNMENT AGENCY • NOT A DEPOSIT OR OTHER OBLIGATION OF, OR GUARANTEED BY, ANY BANK OR ITS AFFILIATES • SUBJECT TO INVESTMENT RISKS INCLUDING POSSIBLE LOSS OF THE PRINCIPAL AMOUNT INVESTED
ISG_DG_ILI439_01 1050873-00004-00
If you have questions about Blueprints to Black Wealth, please contact your Prudential wholesaler.
Questions?
Disclaimer:
*Source: LIMRA 2023 Barometer Report.
** Source: 3 myths from Seven Elements Research (2022)
© 2023 Prudential Financial, Inc. and its related entities. Prudential, the Prudential logo, and the Rock symbol are service marks of Prudential Financial, Inc. and its related entities, registered in many jurisdictions worldwide.
This material is being provided for informational or educational purposes only and does not take into account the investment objectives or financial situation of any clients or prospective clients. The information is not intended as investment advice and is not a recommendation about managing or investing a client’s retirement savings. Clients seeking information regarding their particular investment needs should contact a financial professional.
Life insurance is issued by The Prudential Insurance Company of America, Newark, NJ, and its affiliates.
INVESTMENT AND INSURANCE PRODUCTS ARE: NOT FDIC INSURED • NOT INSURED BY ANY FEDERAL GOVERNMENT AGENCY • NOT A DEPOSIT OR OTHER OBLIGATION OF, OR GUARANTEED BY, ANY BANK OR ITS AFFILIATES • SUBJECT TO INVESTMENT RISKS INCLUDING POSSIBLE LOSS OF THE PRINCIPAL AMOUNT INVESTED
ISG_DG_ILI439_01 1050873-00004-00
If you have questions about Blueprints to Black Wealth, please contact your Prudential wholesaler.
Questions?
Disclaimer:
*Source: LIMRA 2023 Barometer Report.
** Source: 3 myths from Seven Elements Research (2022)
© 2023 Prudential Financial, Inc. and its related entities. Prudential, the Prudential logo, and the Rock symbol are service marks of Prudential Financial, Inc. and its related entities, registered in many jurisdictions worldwide.
This material is being provided for informational or educational purposes only and does not take into account the investment objectives or financial situation of any clients or prospective clients. The information is not intended as investment advice and is not a recommendation about managing or investing a client’s retirement savings. Clients seeking information regarding their particular investment needs should contact a financial professional.
Life insurance is issued by The Prudential Insurance Company of America, Newark, NJ, and its affiliates.
INVESTMENT AND INSURANCE PRODUCTS ARE: NOT FDIC INSURED • NOT INSURED BY ANY FEDERAL GOVERNMENT AGENCY • NOT A DEPOSIT OR OTHER OBLIGATION OF, OR GUARANTEED BY, ANY BANK OR ITS AFFILIATES • SUBJECT TO INVESTMENT RISKS INCLUDING POSSIBLE LOSS OF THE PRINCIPAL AMOUNT INVESTED
ISG_DG_ILI439_01 1050873-00004-00
If you have questions about Blueprints to Black Wealth, please contact your Prudential wholesaler.
Questions?
ACCESSIBILITY
ACCESSIBILITY
ACCESSIBILITY
ACCESSIBILITY
Text Alternative
Get started
Check out the Tools and Resources section for a variety of materials to help you educate clients about the ways they can achieve their financial goals.
Get started
Check out the Tools and Resources section for a variety of materials to help you educate clients about the ways they can achieve their financial goals.
Get started
Check out the Tools and Resources section for a variety of materials to help you educate clients about the ways they can achieve their financial goals.
tend to buy life insurance just to cover final expenses.*
*Source: LIMRA 2023 Barometer Report.
of Black Americans plan to pass down some form of wealth to their families.*
have a strong commitment to financial freedom in their later years.*
say that the primary reason they own life insurance is only for final expenses.*
There are many myths surrounding Black Americans’ beliefs about money and their opportunities to build and sustain wealth. When you look beyond the myth and see the reality, then you’re better positioned to have proactive conversations with clients about financial strategies.**
Black Americans don’t have sufficient wealth or income to be considered valuable customers.
Black Americans’ economic circumstances are a result of poor financial choices on their part.
Black Americans generally share the same financial lifestyle, values, and behaviors.
Reality: Black Americans have the income and desire to build strong financial futures.In fact, employment among Black Americans is currently at a record high and their buying power is expected to rise to $1.8T by 2024. Furthermore, nearly 6 in 10 Black Americans say they are likely to buy life insurance within the next 12 months.*
Reality:
Click through each tab above.
Opportunity:
Black Americans have been systematically denied access to information, tools, and opportunities to increase their wealth.
Reality:
Black Americans have the income and desire to build strong financial futures.In fact, employment among Black Americans is currently at a record high and their buying power is expected to rise to $1.8T by 2024. Furthermore, nearly 6 in 10 Black Americans say they are likely to buy life insurance within the next 12 months.*
Opportunity:
Reality:
Black Americans are not a monolith. They have different lifestyles, financial goals, attitudes towards wealth, etc. Some may already own financial products or have experience with financial professionals. Others may be starting their financial journey.
Opportunity:
HOME
TOOLS AND RESOURCES
ENGAGEMENT
tend to buy life insurance just to cover final expenses.*
MYTH 4
MYTH 4
Connecting with the individual client while also recognizing their role in their family and how their actions affect their community helps create a more authentic connection. Creating authentic connections is key to unlocking business conversion.
Opportunity:
While all people have certain basic needs that may be similar, factors such as culture, race, family structures, marriage rates, intergenerational dependencies, and more influence everyone’s financial beliefs, expectations, and decisions.
Reality:
Family structures, needs, and values are basically the same for most people regardless of culture or race.
Family structures, needs, and values are basically the same for most people regardless of culture or race.
MYTH 5
MYTH 5
Position yourself and the brand as an ally, guide, and stabilizing force for clients along their financial journey. Establishing trust and connection to the brand is as important as providing the right products and services.
Opportunity:
For Black Americans, the financial journey is as much emotional as it is functional. Historically, Black Americans have been excluded from accessing financial information and tools, which has left them more vulnerable, unsure, and distrusting with respect to financial understanding and security.
Reality:
Financial needs, values, and behaviors are functional not emotional.
Financial needs, values, and behaviors are functional not emotional.
TOOLS AND RESOURCES
ENGAGEMENT
HOME
MYTH 4
MYTH 5
Disclaimer:
*Source: LIMRA 2023 Barometer Report.
** Source: 3 myths from Seven Elements Research (2022).
© 2023 Prudential Financial, Inc. and its related entities. Prudential, the Prudential logo, and the Rock symbol are service marks of Prudential Financial, Inc. and its related entities, registered in many jurisdictions worldwide.
This material is being provided for informational or educational purposes only and does not take into account the investment objectives or financial situation of any clients or prospective clients. The information is not intended as investment advice and is not a recommendation about managing or investing a client’s retirement savings. Clients seeking information regarding their particular investment needs should contact a financial professional.
Life insurance is issued by The Prudential Insurance Company of America, Newark, NJ, and its affiliates.
INVESTMENT AND INSURANCE PRODUCTS ARE: NOT FDIC INSURED • NOT INSURED BY ANY FEDERAL GOVERNMENT AGENCY • NOT A DEPOSIT OR OTHER OBLIGATION OF, OR GUARANTEED BY, ANY BANK OR ITS AFFILIATES • SUBJECT TO INVESTMENT RISKS INCLUDING POSSIBLE LOSS OF THE PRINCIPAL AMOUNT INVESTED
ISG_DG_ILI439_01 1050873-00004-00
ACCESSIBILITY
If you have questions about Blueprints to Black Wealth, please contact your Prudential wholesaler.
Questions?
Get started
Check out the Tools and Resources section for a variety of materials to help you educate clients about the ways they can achieve their financial goals.
Come to an understanding of the plan to start the wealth-building journey. Explain that together, you’ll monitor progress toward reaching goals and make changes as needed.
ITERATE
Take in what is said and respond with respect, grace, and humility. Demonstrate that you understand what their challenges and goals are in your own words.
VALIDATE
Make sure you truly understand what clients are telling you about their financial situation. Understand their family dynamics and sources of income.
UNDERSTAND
Listen intently to clients and be sure to grasp their emotional and financial needs. Keep an open mind and put aside any assumptions.
LISTEN
Black Americans are not all at the same point in their financial journeys, which is why it’s so important not to presume what products they need. The LUV+ model is a simple way to start meaningful conversations with clients. It comprises four steps — Listen, Understand, Validate, and Iterate — that help you understand clients’ mindsets, uncover their needs, and start to build trust.
THE LUV+ MODEL
START THE DISCUSSION WITH
Reality: Black Americans are not a monolith. They have different lifestyles, financial goals, attitudes towards wealth, etc. Some may already own financial products or have experience with financial professionals. Others may be starting their financial journey.
Opportunity: Building trust is the key to building a strong relationship. To build that trust, you must show individual clients the products and services you and Prudential can offer that can help them, their families, and their communities become more financially secure.
Black Americans generally share the same financial lifestyle, values, and behaviors.
MYTH 3
MYTH 2
MYTH 1
Disclaimer:
*Source: LIMRA 2023 Barometer Report.
** Source: 3 myths from Seven Elements Research (2022).
© 2023 Prudential Financial, Inc. and its related entities. Prudential, the Prudential logo, and the Rock symbol are service marks of Prudential Financial, Inc. and its related entities, registered in many jurisdictions worldwide.
This material is being provided for informational or educational purposes only and does not take into account the investment objectives or financial situation of any clients or prospective clients. The information is not intended as investment advice and is not a recommendation about managing or investing a client’s retirement savings. Clients seeking information regarding their particular investment needs should contact a financial professional.
Life insurance is issued by The Prudential Insurance Company of America, Newark, NJ, and its affiliates.
INVESTMENT AND INSURANCE PRODUCTS ARE: NOT FDIC INSURED • NOT INSURED BY ANY FEDERAL GOVERNMENT AGENCY • NOT A DEPOSIT OR OTHER OBLIGATION OF, OR GUARANTEED BY, ANY BANK OR ITS AFFILIATES • SUBJECT TO INVESTMENT RISKS INCLUDING POSSIBLE LOSS OF THE PRINCIPAL AMOUNT INVESTED
ISG_DG_ILI439_01 1050873-00004-00
ACCESSIBILITY
If you have questions about Blueprints to Black Wealth, please contact your Prudential wholesaler.
Questions?
Get started
Check out the Tools and Resources section for a variety of materials to help you educate clients about the ways they can achieve their financial goals.
Come to an understanding of the plan to start the wealth-building journey. Explain that together, you’ll monitor progress toward reaching goals and make changes as needed.
ITERATE
Take in what is said and respond with respect, grace, and humility. Demonstrate that you understand what their challenges and goals are in your own words.
VALIDATE
Make sure you truly understand what clients are telling you about their financial situation. Understand their family dynamics and sources of income.
UNDERSTAND
Listen intently to clients and be sure to grasp their emotional and financial needs. Keep an open mind and put aside any assumptions.
LISTEN
Black Americans are not all at the same point in their financial journeys, which is why it’s so important not to presume what products they need. The LUV+ model is a simple way to start meaningful conversations with clients. It comprises four steps — Listen, Understand, Validate, and Iterate — that help you understand clients’ mindsets, uncover their needs, and start to build trust.
THE LUV+ MODEL
START THE DISCUSSION WITH
Reality: Black Americans are not a monolith. They have different lifestyles, financial goals, attitudes towards wealth, etc. Some may already own financial products or have experience with financial professionals. Others may be starting their financial journey.
Opportunity: Building trust is the key to building a strong relationship. To build that trust, you must show individual clients the products and services you and Prudential can offer that can help them, their families, and their communities become more financially secure.
Black Americans generally share the same financial lifestyle, values, and behaviors.
MYTH 3
MYTH 2
MYTH 1
MYTH 5
MYTH 4
MYTH 5
MYTH 4
MYTH 5
MYTH 4
MYTH 5
MYTH 4
MYTH 5
MYTH 4
© 2024 Prudential Financial, Inc. and its related entities. Prudential, the Prudential logo, and the Rock symbol are service marks of Prudential Financial, Inc. and its related entities, registered in many jurisdictions worldwide.
This material is being provided for informational or educational purposes only and does not take into account the investment objectives or financial situation of any clients or prospective clients. The information is not intended as investment advice and is not a recommendation about managing or investing a client’s retirement savings. Clients seeking information regarding their particular investment needs should contact a financial professional.
Life insurance is issued by The Prudential Insurance Company of America, Newark, NJ, and its affiliates.
INVESTMENT AND INSURANCE PRODUCTS ARE:
• NOT FDIC INSURED • NOT INSURED BY ANY FEDERAL GOVERNMENT AGENCY
• NOT A DEPOSIT OR OTHER OBLIGATION OF, OR GUARANTEED BY, ANY BANK OR ITS AFFILIATES
• SUBJECT TO INVESTMENT RISKS, INCLUDING POSSIBLE LOSS OF THE PRINCIPAL AMOUNT INVESTED
ISG_DG_ILI392_01 1050873-00006-00
Disclaimer:
ACCESSIBILITY
*Source: LIMRA 2023 Barometer Report.
*Source: LIMRA 2023 Barometer Report.
*Source: LIMRA 2023 Barometer Report.
** Source: 5 myths from Seven Elements Research (2022).
*Source: LIMRA 2023 Barometer Report.
TOOLS AND RESOURCES
Use these tools and resources to help drive proactive conversations with Black Americans. We’ll continue to add more content to this page, so be sure to check back often.
BLUEPRINTS TO BLACK WEALTH MATERIALS
Blueprints to Black Wealth Consumer Microsite
BLUEPRINTs to Black wealth talking points
PERSONAS
Do you know a client or prospect who might be similar to one of these personas? See how you can put the LUV+ model into action with clients and prospects who have different lifestyles and financial goals.
PROTECTOR
PROTECTOR
PROUD PROVIDER
PROUD PROVIDER
SAVVY PROFESSIONAL
SAVVY PROFESSIONAL
STRIVER
STRIVER
MS. INDEPENDENCE
MS. INDEPENDENCE
STRIVER
He is an aspirational “American Dream” millennial. He’s thinking about buying a home and starting a family and is optimistic about the future. He’s in control of his own destiny.
Motivator: Caring for self
Key demographics: Male, 32 years old, high school education, single but marriage-minded, renter.
Opportunities to meet his needs: Focus on innovative strategies that will help him see a vision for his future. Show how diversified assets can help build total wealth.
Opportunities to connect: Help him feel like he is helping to bring others along—his family, friends, community.
LISTEN
UNDERSTAND
VALIDATE
ITERATE
Click through to see how you can apply the LUV+ Model to this persona.
Thank you for sharing your thoughts and experiences. I’m interested in learning more about how you support your current lifestyle. Do you talk to any family members for advice?
“
”
I can tell that you’re focused on making your money work for you and that multiple income streams are important to you. You know what you want your financial future to look like, but it sounds like you’re not sure how to get there.
”
“
You want a plan to get ahead. A diverse portfolio of assets, investments, and life insurance can help support the lifestyle you want today while you prepare for the future.
”
“
Highlight products and services that create a roadmap to financial security and real wealth. Explain how making informed decisions now can secure the future he wants. Discuss the benefits of purchasing life insurance while he’s young and healthy.
Express confidence and optimism about her reaching her financial goals without diminishing her challenges. Show products and strategies that can accelerate debt reduction and increase cash flow. Share stories of clients like her you’ve helped in the past.
You’ve taken important first steps by owning a home and prioritizing debt reduction. Continuing to budget, save, and pay down debt is important.
”
“
I can see that you’re careful with spending and that paying down debt is a priority. Many people might feel left out of the game when it comes to financial planning because of debt/income constraints.
”
“
Thank you for trusting me. I understand how difficult it is to save for the future while handling current expenses.
”
“
ITERATE
VALIDATE
UNDERSTAND
LISTEN
She’s a highly educated homeowner who is confident in her financial standing and future. She started planning early and sticks to a monthly budget. She already has a portfolio of products and trusts financial advisors. Motivator: Caring for self and others.
Key Demographics: Female, millennial, 38 years old, married, higher income, college graduate, homeowner.
Opportunities to meet her needs: Compliment and celebrate her progress and financial wins to date. Offer examples of how you can help her wealth grow more quickly than it has.
Opportunities to connect: Give her strategies that she can use to show that she is in control of the future.
SAVVY PROFESSIONAL
Highlight innovative products and strategies that help create a roadmap to financial security while amassing real wealth that he can pass on. Discuss the role of life insurance in leaving a legacy for loved ones. Share your qualifications and skills as an advisor who can help him reach his goals.
Having a plan that positions you to achieve your goals is important to you and within your reach. A diverse portfolio of assets and investments is an important component of your financial planning. You can support your family today while planning for future needs.
”
“
I can tell that you are focused on having your money work for you. You have definite financial goals and are on your way to achieving them, but it can feel overwhelming at times.
”
“
Thank you for sharing your thoughts and experiences with me. I’d like to hear more about how you leverage resources to support your lifestyle. Are there family members besides you who are involved in making financial decisions for the family?
”
“
ITERATE
VALIDATE
UNDERSTAND
LISTEN
A wealthy, married man with children who feels confident and prepared. He’s willing to take risks to grow wealth. However, his priority is taking care of his children, and he believes in donating to charitable causes.
Motivator: Providing for self and others.
Key Demographics: Male, millennial, 43 years old, married, homeowner, high income, entrepreneur.
Opportunities to meet his needs: Show him a pathway to increase his ability to provide for his family while securing his ability to leave a legacy.
Opportunities to connect: Give him tools that he can use to show that he has a plan for the family. Make him feel like the hero in the story.
PROUD PROVIDER
Highlight how you help her navigate to financial security. Express confidence and optimism without diminishing her challenges. Share products and strategies that can accelerate debt reduction and increase cash flow.
Protecting your money and freeing yourself from debt are top of mind for you. Budgeting and saving can be overwhelming when you don’t know where to begin, but you’re already in a good position as a homeowner.
”
“
I can see that you are careful with your money and that paying off debt is a priority for you. Many people feel left out of the game when it comes to financial planning.
”
“
Thank you for trusting me. I understand how difficult it is to manage obligations and save for the future at the same time.
”
“
ITERATE
VALIDATE
UNDERSTAND
LISTEN
She is a risk-averse woman who’s concerned about protecting the little money she has, while paying off debt. She often feels left out of the larger financial conversations from major institutions.
Motivator: Providing for others.
Key demographics: Female, millennial, 38 years old, lower income, homeowner.
Opportunities to meet her needs: Prioritize paying off debt and creating a budget she can work with.
Opportunities to connect: Discuss tangible ways to start saving now while providing ways she can start a long-term savings plan.
PROTECTOR
Highlight products and strategies that can accelerate debt reduction and increase cash flow but aren’t complex. Express confidence and optimism without diminishing her challenges. Help her picture a future where financial worries no longer hold her back.
Making your money work for you now can secure the lifestyle you imagine for yourself in the future. Planning and investing with an advisor doesn’t have to be complicated.
”
“
I can understand your preference for convenience when it comes to money management and investing. I also appreciate your focus on paying down debt to secure economic independence.
”
“
I’m interested in learning more about the lifestyle you want for yourself in the future.
”
“
ITERATE
VALIDATE
UNDERSTAND
LISTEN
She is a single female who thinks “it’ll all work out.” She has a moderate risk tolerance and uses few financial products. She doesn’t think she needs a financial professional because her finances aren’t that complicated.
Motivator: Caring for self Key Demographics: Female, millennial, 37 years old, lower income, single, renter.
Opportunities to meet her needs: Encourage her to pay down expensive debt now as a pathway to a more secure future.
Opportunities to connect: Give her a vision of herself in the future, able to do all that she wants.
MS. INDEPENDENCE
CASH VALUE PRESENTATION
CONVERSATION STARTER
4 WAYS TO HELP BLACK AMERICANS PREPARE FOR RETIREMENT
REtIREMENT CASE STUDY
Invitation producer to client
We’ll continue to add more content to this page, so be sure to check back often.
If you have questions about Blueprints to Black Wealth, please contact your Prudential wholesaler.
Questions?
The LIRP strategy uses the potential cash value of life insurance to help clients mitigate retirement risks on a tax-advantaged basis. Use these materials to learn more and share with clients.
Click through to see how you can apply the LUV+ Model to this persona.
Click through to see how you can apply the LUV+ Model to this persona.
Click through to see how you can apply the LUV+ Model to this persona.
Click through to see how you can apply the LUV+ Model to this persona.
MS. INDEPENDENCE
SAVVY PROFESSIONAL
STRIVER
PROTECTOR
PROUD PROVIDER
“Thank you for sharing your thoughts and experiences. I’m interested in learning more about how you support your current lifestyle. Do you talk to any family members for advice?”
“I can tell that you’re focused on making your money work for you and that multiple income streams are important to you. You know what you want your financial future to look like, but it sounds like you’re not sure how to get there.”
“You want a plan to get ahead. A diverse portfolio of assets, investments, and life insurance can help support the lifestyle you want today while you prepare for the future.”
Highlight products and services that create a roadmap to financial security and real wealth. Explain how making informed decisions now can secure the future he wants. Discuss the benefits of purchasing life insurance while he’s young and healthy.
“You want a plan to get ahead. A diverse portfolio of assets, investments, and life insurance can help support the lifestyle you want today while you prepare for the future.”
“I can tell that you’re focused on making your money work for you and that multiple income streams are important to you. You know what you want your financial future to look like, but it sounds like you’re not sure how to get there.”
“Thank you for sharing your thoughts and experiences. I’m interested in learning more about how you support your current lifestyle. Do you talk to any family members for advice?”
LISTEN | UNDERSTAND
VALIDATE | ITERATE
Click through to see how you can apply the LUV+ Model to this persona.
He is an aspirational “American Dream” millennial. He’s thinking about buying a home and starting a family and is optimistic about the future. He’s in control of his own destiny.
Motivator:
Caring for Self
Key demographics:
Male, 32 years old, high school education, single but marriage-minded, renter.
Opportunities to meet his needs:
Focus on innovative solutions that will help him see a vision for his future. Show how diversified assets can help build total wealth.
Opportunities to connect:
Help him feel like he is helping to bring others along – his family, friends, community.
STRIVER
Highlight products and services that create a roadmap to financial security and real wealth. Explain how making informed decisions now can secure the future he wants. Discuss the benefits of purchasing life insurance while he’s young and healthy.
“You want a plan to get ahead. A diverse portfolio of assets, investments, and life insurance can help support the lifestyle you want today while you prepare for the future.”
“I can tell that you’re focused on making your money work for you and that multiple income streams are important to you. You know what you want your financial future to look like, but it sounds like you’re not sure how to get there.”
“Thank you for sharing your thoughts and experiences. I’m interested in learning more about how you support your current lifestyle. Do you talk to any family members for advice?”
LISTEN | UNDERSTAND
VALIDATE | ITERATE
Click through to see how you can apply the LUV+ Model to this persona.
He is an aspirational “American Dream” millennial. He’s thinking about buying a home and starting a family and is optimistic about the future. He’s in control of his own destiny.
Motivator:
Caring for Self
Key demographics:
Male, 32 years old, high school education, single but marriage-minded, renter.
Opportunities to meet his needs:
Focus on innovative solutions that will help him see a vision for his future. Show how diversified assets can help build total wealth.
Opportunities to connect:
Help him feel like he is helping to bring others along – his family, friends, community.
STRIVER
Highlight products and services that create a roadmap to financial security and real wealth. Explain how making informed decisions now can secure the future he wants. Discuss the benefits of purchasing life insurance while he’s young and healthy.
“You want a plan to get ahead. A diverse portfolio of assets, investments, and life insurance can help support the lifestyle you want today while you prepare for the future.”
“I can tell that you’re focused on making your money work for you and that multiple income streams are important to you. You know what you want your financial future to look like, but it sounds like you’re not sure how to get there.”
“Thank you for sharing your thoughts and experiences. I’m interested in learning more about how you support your current lifestyle. Do you talk to any family members for advice?”
LISTEN | UNDERSTAND
VALIDATE | ITERATE
Click through to see how you can apply the LUV+ Model to this persona.
He is an aspirational “American Dream” millennial. He’s thinking about buying a home and starting a family and is optimistic about the future. He’s in control of his own destiny.
Motivator:
Caring for Self
Key demographics:
Male, 32 years old, high school education, single but marriage-minded, renter.
Opportunities to meet his needs:
Focus on innovative solutions that will help him see a vision for his future. Show how diversified assets can help build total wealth.
Opportunities to connect:
Help him feel like he is helping to bring others along – his family, friends, community.
STRIVER
Highlight products and services that create a roadmap to financial security and real wealth. Explain how making informed decisions now can secure the future he wants. Discuss the benefits of purchasing life insurance while he’s young and healthy.
“You want a plan to get ahead. A diverse portfolio of assets, investments, and life insurance can help support the lifestyle you want today while you prepare for the future.”
“I can tell that you’re focused on making your money work for you and that multiple income streams are important to you. You know what you want your financial future to look like, but it sounds like you’re not sure how to get there.”
“Thank you for sharing your thoughts and experiences. I’m interested in learning more about how you support your current lifestyle. Do you talk to any family members for advice?”
LISTEN | UNDERSTAND
VALIDATE | ITERATE
Click through to see how you can apply the LUV+ Model to this persona.
He is an aspirational “American Dream” millennial. He’s thinking about buying a home and starting a family and is optimistic about the future. He’s in control of his own destiny.
Motivator:
Caring for Self
Key demographics:
Male, 32 years old, high school education, single but marriage-minded, renter.
Opportunities to meet his needs:
Focus on innovative solutions that will help him see a vision for his future. Show how diversified assets can help build total wealth.
Opportunities to connect:
Help him feel like he is helping to bring others along – his family, friends, community.
STRIVER
MS. INDEPENDENCE
PROTECTOR
PROUD PROVIDER
SAVVY PROFESSIONAL
STRIVER
MS. INDEPENDENCE
PROTECTOR
PROUD PROVIDER
SAVVY PROFESSIONAL
STRIVER
MS. INDEPENDENCE
PROTECTOR
PROUD PROVIDER
SAVVY PROFESSIONAL
STRIVER
MS. INDEPENDENCE
PROTECTOR
PROUD PROVIDER
SAVVY PROFESSIONAL
STRIVER
MS. INDEPENDENCE
PROTECTOR
PROUD PROVIDER
SAVVY PROFESSIONAL
STRIVER
REtIREMENT CASE STUDY
5 Steps to Retirement Readiness
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Share this microsite with clients so they can access financial tools, resources, and information.
Blueprints to Black Wealth Consumer Microsite
BLUEPRINTS TO BLACK WEALTH
LIFE INSURANCE IN RETIREMENT PLANNING
LIFE INSURANCE FOR
SMALL BUSINESS OWNERS
THE TRUTH ABOUT LIFE INSURANCE
BLUEPRINTS TO BLACK WEALTH
LIFE INSURANCE IN RETIREMENT PLANNING
LIFE INSURANCE FOR
SMALL BUSINESS OWNERS
THE TRUTH ABOUT LIFE INSURANCE
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Quick points about Blueprints to Black Wealth and how the program can help you grow your business.
Blueprints to Black Wealth Talking Points
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Look for clients like Kim and David in your book of business who may be ready to discuss retirement planning.
Client Profiler: Retirement Planning
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Understand the advantages of life insurance and learn strategies to help grow your business.
Cash Value Presentation
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Help Black Americans realize their dreams of a financially secure retirement.
4 Ways to Help Black Americans Prepare for Retirement
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Use this email to invite clients to a life insurance webinar.
Producer to Client Invitation
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Use this case study to help clients understand what’s in store as they prepare for retirement.
Retirement Case Study
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Share this presentation to help clients understand the advantages of life insurance.
Cash Value Presentation
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Share this flyer with clients to help start the retirement planning conversation.
5 Steps to Retirement Readiness
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FINANCIAL PROFESSIONAL USE ONLY
FINANCIAL PROFESSIONAL USE ONLY
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FINANCIAL PROFESSIONAL USE ONLY
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Show clients several insurance strategies to help them protect their business.
Insurance Strategies that Help Drive Your Business's Financial Wellness
Life insurance can help small business owners protect the ones they love and ensure their businesses continue to thrive, even after they’re gone. Use these materials to learn more and share with clients.
CONSUMER FRIENDLY
Use this piece to support your conversations with clients about the benefits of cash value life insurance.
Why Consider Cash Value Life Insurance
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Show clients how life insurance can help them protect their small business.
Strategies for Small Business Owners
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Here’s how small business owners in Texas used life insurance to protect their business.
Case Study: Protect Your Small Business
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Show clients how life insurance can help them protect their business against the loss of key employees.
Key People Help Drive Your Business
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Share
Show clients how a buy-sell agreement can help protect their loved ones and their small business.
A Buy-Sell Agreement Solution
Download
Use this email to invite small business owners to a life insurance webinar.
Producer to Client Invitation
Download
Use this piece to understand the opportunities available to you in the business market.
Protecting the Future of
Small Businesses
The LIRP strategy uses the potential cash value of life insurance to help clients mitigate retirement risks on a tax-advantaged basis. Use these materials to learn more and share with clients.
CONSUMER FRIENDLY
Download
Share
Share
LIFE INSURANCE FOR SMALL BUSINESS OWNERS
LIFE INSURANCE IN RETIREMENT PLANNING
BLUEPRINTS TO BLACK WEALTH
THE TRUTH ABOUT LIFE INSURANCE
LIFE INSURANCE FOR SMALL BUSINESS OWNERS
LIFE INSURANCE IN RETIREMENT PLANNING
BLUEPRINTS TO BLACK WEALTH
CONSUMER FACING
Highlight products and strategies that can accelerate debt reduction and increase cash flow but aren’t complex. Express confidence and optimism without diminishing her challenges. Help her picture a future where financial worries no longer hold her back.
“Making your money work for you now can secure the lifestyle you imagine for yourself in the future. Planning and investing with an advisor doesn’t have to be complicated.”
“I can understand your preference for convenience when it comes to money management and investing. I also appreciate your focus on paying down debt to secure economic independence.”
“I’m interested in learning more about the lifestyle you want for yourself in the future. ”
LISTEN | UNDERSTAND
VALIDATE | ITERATE
Click through to see how you can apply the LUV+ Model to this persona.
She is a single female who thinks “it’ll all work out.” She has a moderate risk tolerance and uses few financial products. She doesn’t think she needs a financial professional because her finances aren’t that complicated.
Motivator:
Caring for self Key Demographics:
Female, millennial, 37 years old, lower income, single, renter.
Opportunities to meet her needs:
Encourage her to pay down expensive debt now as a pathway to a more secure future.
Opportunities to connect:
Give her a vision of herself in the future, able to do all that she wants.
MS. INDEPENDENCE
MS. INDEPENDENCE
PROTECTOR
PROUD PROVIDER
SAVVY PROFESSIONAL
STRIVER
Highlight how you help her navigate to financial security. Express confidence and optimism without diminishing her challenges. Share products and strategies that can accelerate debt reduction and increase cash flow.
“Protecting your money and freeing yourself from debt are top of mind for you. Budgeting and saving can be overwhelming when you don’t know where to begin, but you’re already in a good position as a homeowner.”
“I can see that you are careful with your money and that paying off debt is a priority for you. Many people feel left out of the game when it comes to financial planning.”
“Thank you for trusting me. I understand how difficult it is to manage obligations and save for the future at the same time.”
LISTEN | UNDERSTAND
VALIDATE | ITERATE
Click through to see how you can apply the LUV+ Model to this persona.
She is a risk-averse woman who’s concerned about protecting the little money she has, while paying off debt. She often feels left out of the larger financial conversations from major institutions.
Motivator:
Providing for others.
Key demographics:
Female, millennial, 38 years old, lower income, homeowner.
Opportunities to meet her needs:
Prioritize paying off debt and creating a budget she can work with.
Opportunities to connect:
Discuss tangible ways to start saving now while providing ways she can start a long-term savings plan.
PROTECTOR
MS. INDEPENDENCE
PROTECTOR
PROUD PROVIDER
SAVVY PROFESSIONAL
STRIVER
Highlight innovative products and solutions that help create a roadmap to financial security while amassing real wealth that he can pass on. Discuss the role of life insurance in leaving a legacy for loved ones. Share your qualifications and skills as an advisor who can help him reach his goals.
“Having a plan that positions you to achieve your goals is important to you and within your reach. A diverse portfolio of assets and investments is an important component of your financial planning. You can support your family today while planning for future needs.”
“I can tell that you are focused on having your money work for you. You have definite financial goals and are on your way to achieving them, but it can feel overwhelming at times.”
“Thank you for sharing your thoughts and experiences with me. I’d like to hear more about how you leverage resources to support your lifestyle. Are there family members besides you who are involved in making financial decisions for the family?”
LISTEN | UNDERSTAND
VALIDATE | ITERATE
Click through to see how you can apply the LUV+ Model to this persona.
A wealthy, married man with children who feels confident and prepared. He’s willing to take risks to grow wealth. However, his priority is taking care of his children, and he believes in donating to charitable causes.
Motivator: Providing for self and others.
Key Demographics: Male, millennial, 43 years old, married, homeowner, high income, entrepreneur.
Opportunities to meet his needs: Show him a pathway to increase his ability to provide for his family while securing his ability to leave a legacy.
Opportunities to connect: Give him tools that he can use to show that he has a plan for the family. Make him feel like the hero in the story.
PROUD PROVIDER
MS. INDEPENDENCE
PROTECTOR
PROUD PROVIDER
SAVVY PROFESSIONAL
STRIVER
Express confidence and optimism about her reaching her financial goals without diminishing her challenges. Show products and strategies that can accelerate debt reduction and increase cash flow. Share stories of clients like her you’ve helped in the past.
“You’ve taken important first steps by owning a home and prioritizing debt reduction. Continuing to budget, save, and pay down debt is important.”
“I can see that you’re careful with spending and that paying down debt is a priority. Many people might feel left out of the game when it comes to financial planning because of debt/income constraints.”
“Thank you for trusting me. I understand how difficult it is to save for the future while handling current expenses.”
LISTEN | UNDERSTAND
VALIDATE | ITERATE
Click through to see how you can apply the LUV+ Model to this persona.
She’s a highly educated homeowner who is confident in her financial standing and future. She started planning early and sticks to a monthly budget. She already has a portfolio of products and trusts financial advisors. Motivator: Caring for self and others.
Key Demographics: Female, millennial, 38 years old, single, higher income, college graduate, homeowner.
Opportunities to meet her needs: Compliment and celebrate her progress and financial wins to date. Offer examples of how you can help her wealth grow more quickly than it has.
Opportunities to connect: Give her strategies that she can use to show that she is in control of the future.
SAVVY PROFESSIONAL
MS. INDEPENDENCE
PROTECTOR
PROUD PROVIDER
SAVVY PROFESSIONAL
STRIVER
Highlight products and services that create a roadmap to financial security and real wealth. Explain how making informed decisions now can secure the future he wants. Discuss the benefits of purchasing life insurance while he’s young and healthy.
“You want a plan to get ahead. A diverse portfolio of assets, investments, and life insurance can help support the lifestyle you want today while you prepare for the future.”
“I can tell that you’re focused on making your money work for you and that multiple income streams are important to you. You know what you want your financial future to look like, but it sounds like you’re not sure how to get there.”
“Thank you for sharing your thoughts and experiences. I’m interested in learning more about how you support your current lifestyle. Do you talk to any family members for advice?”
LISTEN | UNDERSTAND
VALIDATE | ITERATE
Click through to see how you can apply the LUV+ Model to this persona.
He is an aspirational “American Dream” millennial. He’s thinking about buying a home and starting a family and is optimistic about the future. He’s in control of his own destiny.
Motivator:
Caring for self
Key demographics:
Male, 32 years old, high school education, single but marriage-minded, renter.
Opportunities to meet his needs:
Focus on innovative solutions that will help him see a vision for his future. Show how diversified assets can help build total wealth.
Opportunities to connect:
Help him feel like he is helping to bring others along—his family, friends, community.
STRIVER
MS. INDEPENDENCE
PROTECTOR
PROUD PROVIDER
SAVVY PROFESSIONAL
STRIVER
MS. INDEPENDENCE
PROTECTOR
PROUD PROVIDER
SAVVY PROFESSIONAL
STRIVER
Do you know a client or prospect who might be similar to one of these personas? See how you can put the LUV+ model into action with clients and prospects who have different lifestyles and financial goals.
PERSONAS
Highlight products and strategies that can accelerate debt reduction and increase cash flow but aren’t complex. Express confidence and optimism without diminishing her challenges. Help her picture a future where financial worries no longer hold her back.
“Making your money work for you now can secure the lifestyle you imagine for yourself in the future. Planning and investing with an advisor doesn’t have to be complicated.”
“I can understand your preference for convenience when it comes to money management and investing. I also appreciate your focus on paying down debt to secure economic independence.”
“I’m interested in learning more about the lifestyle you want for yourself in the future. ”
LISTEN | UNDERSTAND
VALIDATE | ITERATE
Click through to see how you can apply the LUV+ Model to this persona.
She is a single female who thinks “it’ll all work out.” She has a moderate risk tolerance and uses few financial products. She doesn’t think she needs a financial professional because her finances aren’t that complicated.
Motivator:
Caring for self Key Demographics:
Female, millennial, 37 years old, lower income, single, renter.
Opportunities to meet her needs:
Encourage her to pay down expensive debt now as a pathway to a more secure future.
Opportunities to connect:
Give her a vision of herself in the future, able to do all that she wants.
MS. INDEPENDENCE
MS. INDEPENDENCE
PROTECTOR
PROUD PROVIDER
SAVVY PROFESSIONAL
STRIVER
Highlight how you help her navigate to financial security. Express confidence and optimism without diminishing her challenges. Share products and strategies that can accelerate debt reduction and increase cash flow.
“Protecting your money and freeing yourself from debt are top of mind for you. Budgeting and saving can be overwhelming when you don’t know where to begin, but you’re already in a good position as a homeowner.”
“I can see that you are careful with your money and that paying off debt is a priority for you. Many people feel left out of the game when it comes to financial planning.”
“Thank you for trusting me. I understand how difficult it is to manage obligations and save for the future at the same time.”
LISTEN | UNDERSTAND
VALIDATE | ITERATE
Click through to see how you can apply the LUV+ Model to this persona.
She is a risk-averse woman who’s concerned about protecting the little money she has, while paying off debt. She often feels left out of the larger financial conversations from major institutions.
Motivator:
Providing for others.
Key demographics:
Female, millennial, 38 years old, lower income, homeowner.
Opportunities to meet her needs:
Prioritize paying off debt and creating a budget she can work with.
Opportunities to connect:
Discuss tangible ways to start saving now while providing ways she can start a long-term savings plan.
PROTECTOR
MS. INDEPENDENCE
PROTECTOR
PROUD PROVIDER
SAVVY PROFESSIONAL
STRIVER
Highlight innovative products and solutions that help create a roadmap to financial security while amassing real wealth that he can pass on. Discuss the role of life insurance in leaving a legacy for loved ones. Share your qualifications and skills as an advisor who can help him reach his goals.
“Having a plan that positions you to achieve your goals is important to you and within your reach. A diverse portfolio of assets and investments is an important component of your financial planning. You can support your family today while planning for future needs.”
“I can tell that you are focused on having your money work for you. You have definite financial goals and are on your way to achieving them, but it can feel overwhelming at times.”
“Thank you for sharing your thoughts and experiences with me. I’d like to hear more about how you leverage resources to support your lifestyle. Are there family members besides you who are involved in making financial decisions for the family?”
LISTEN | UNDERSTAND
VALIDATE | ITERATE
Click through to see how you can apply the LUV+ Model to this persona.
A wealthy, married man with children who feels confident and prepared. He’s willing to take risks to grow wealth. However, his priority is taking care of his children, and he believes in donating to charitable causes.
Motivator: Providing for self and others.
Key Demographics: Male, millennial, 43 years old, married, homeowner, high income, entrepreneur.
Opportunities to meet his needs: Show him a pathway to increase his ability to provide for his family while securing his ability to leave a legacy.
Opportunities to connect: Give him tools that he can use to show that he has a plan for the family. Make him feel like the hero in the story.
PROUD PROVIDER
MS. INDEPENDENCE
PROTECTOR
PROUD PROVIDER
SAVVY PROFESSIONAL
STRIVER
Express confidence and optimism about her reaching her financial goals without diminishing her challenges. Show products and strategies that can accelerate debt reduction and increase cash flow. Share stories of clients like her you’ve helped in the past.
“You’ve taken important first steps by owning a home and prioritizing debt reduction. Continuing to budget, save, and pay down debt is important.”
“I can see that you’re careful with spending and that paying down debt is a priority. Many people might feel left out of the game when it comes to financial planning because of debt/income constraints.”
“Thank you for trusting me. I understand how difficult it is to save for the future while handling current expenses.”
LISTEN | UNDERSTAND
VALIDATE | ITERATE
Click through to see how you can apply the LUV+ Model to this persona.
She’s a highly educated homeowner who is confident in her financial standing and future. She started planning early and sticks to a monthly budget. She already has a portfolio of products and trusts financial advisors. Motivator: Caring for self and others.
Key Demographics: Female, millennial, 38 years old, single, higher income, college graduate, homeowner.
Opportunities to meet her needs: Compliment and celebrate her progress and financial wins to date. Offer examples of how you can help her wealth grow more quickly than it has.
Opportunities to connect: Give her strategies that she can use to show that she is in control of the future.
SAVVY PROFESSIONAL
MS. INDEPENDENCE
PROTECTOR
PROUD PROVIDER
SAVVY PROFESSIONAL
STRIVER
Highlight products and services that create a roadmap to financial security and real wealth. Explain how making informed decisions now can secure the future he wants. Discuss the benefits of purchasing life insurance while he’s young and healthy.
“You want a plan to get ahead. A diverse portfolio of assets, investments, and life insurance can help support the lifestyle you want today while you prepare for the future.”
“I can tell that you’re focused on making your money work for you and that multiple income streams are important to you. You know what you want your financial future to look like, but it sounds like you’re not sure how to get there.”
“Thank you for sharing your thoughts and experiences. I’m interested in learning more about how you support your current lifestyle. Do you talk to any family members for advice?”
LISTEN | UNDERSTAND
VALIDATE | ITERATE
Click through to see how you can apply the LUV+ Model to this persona.
He is an aspirational “American Dream” millennial. He’s thinking about buying a home and starting a family and is optimistic about the future. He’s in control of his own destiny.
Motivator:
Caring for self
Key demographics:
Male, 32 years old, high school education, single but marriage-minded, renter.
Opportunities to meet his needs:
Focus on innovative solutions that will help him see a vision for his future. Show how diversified assets can help build total wealth.
Opportunities to connect:
Help him feel like he is helping to bring others along—his family, friends, community.
STRIVER
MS. INDEPENDENCE
PROTECTOR
PROUD PROVIDER
SAVVY PROFESSIONAL
STRIVER
MS. INDEPENDENCE
PROTECTOR
PROUD PROVIDER
SAVVY PROFESSIONAL
STRIVER
Do you know a client or prospect who might be similar to one of these personas? See how you can put the LUV+ model into action with clients and prospects who have different lifestyles and financial goals.
PERSONAS
FINANCIAL PROFESSIONAL USE ONLY
CONSUMER FACING
THE TRUTH ABOUT LIFE INSURANCE
LIFE INSURANCE FOR SMALL BUSINESS OWNERS
LIFE INSURANCE IN RETIREMENT PLANNING
BLUEPRINTS TO BLACK WEALTH
Highlight products and strategies that can accelerate debt reduction and increase cash flow but aren’t complex. Express confidence and optimism without diminishing her challenges. Help her picture a future where financial worries no longer hold her back.
“Making your money work for you now can secure the lifestyle you imagine for yourself in the future. Planning and investing with an advisor doesn’t have to be complicated.”
“I can understand your preference for convenience when it comes to money management and investing. I also appreciate your focus on paying down debt to secure economic independence.”
“I’m interested in learning more about the lifestyle you want for yourself in the future. ”
LISTEN | UNDERSTAND
VALIDATE | ITERATE
Click through to see how you can apply the LUV+ Model to this persona.
She is a single female who thinks “it’ll all work out.” She has a moderate risk tolerance and uses few financial products. She doesn’t think she needs a financial professional because her finances aren’t that complicated.
Motivator:
Caring for self Key Demographics:
Female, millennial, 37 years old, lower income, single, renter.
Opportunities to meet her needs:
Encourage her to pay down expensive debt now as a pathway to a more secure future.
Opportunities to connect:
Give her a vision of herself in the future, able to do all that she wants.
MS. INDEPENDENCE
MS. INDEPENDENCE
PROTECTOR
PROUD PROVIDER
SAVVY PROFESSIONAL
STRIVER
Highlight how you help her navigate to financial security. Express confidence and optimism without diminishing her challenges. Share products and strategies that can accelerate debt reduction and increase cash flow.
“Protecting your money and freeing yourself from debt are top of mind for you. Budgeting and saving can be overwhelming when you don’t know where to begin, but you’re already in a good position as a homeowner.”
“I can see that you are careful with your money and that paying off debt is a priority for you. Many people feel left out of the game when it comes to financial planning.”
“Thank you for trusting me. I understand how difficult it is to manage obligations and save for the future at the same time.”
LISTEN | UNDERSTAND
VALIDATE | ITERATE
Click through to see how you can apply the LUV+ Model to this persona.
She is a risk-averse woman who’s concerned about protecting the little money she has, while paying off debt. She often feels left out of the larger financial conversations from major institutions.
Motivator:
Providing for others.
Key demographics:
Female, millennial, 38 years old, lower income, homeowner.
Opportunities to meet her needs:
Prioritize paying off debt and creating a budget she can work with.
Opportunities to connect:
Discuss tangible ways to start saving now while providing ways she can start a long-term savings plan.
PROTECTOR
MS. INDEPENDENCE
PROTECTOR
PROUD PROVIDER
SAVVY PROFESSIONAL
STRIVER
Highlight innovative products and solutions that help create a roadmap to financial security while amassing real wealth that he can pass on. Discuss the role of life insurance in leaving a legacy for loved ones. Share your qualifications and skills as an advisor who can help him reach his goals.
“Having a plan that positions you to achieve your goals is important to you and within your reach. A diverse portfolio of assets and investments is an important component of your financial planning. You can support your family today while planning for future needs.”
“I can tell that you are focused on having your money work for you. You have definite financial goals and are on your way to achieving them, but it can feel overwhelming at times.”
“Thank you for sharing your thoughts and experiences with me. I’d like to hear more about how you leverage resources to support your lifestyle. Are there family members besides you who are involved in making financial decisions for the family?”
LISTEN | UNDERSTAND
VALIDATE | ITERATE
Click through to see how you can apply the LUV+ Model to this persona.
A wealthy, married man with children who feels confident and prepared. He’s willing to take risks to grow wealth. However, his priority is taking care of his children, and he believes in donating to charitable causes.
Motivator: Providing for self and others.
Key Demographics: Male, millennial, 43 years old, married, homeowner, high income, entrepreneur.
Opportunities to meet his needs: Show him a pathway to increase his ability to provide for his family while securing his ability to leave a legacy.
Opportunities to connect: Give him tools that he can use to show that he has a plan for the family. Make him feel like the hero in the story.
PROUD PROVIDER
MS. INDEPENDENCE
PROTECTOR
PROUD PROVIDER
SAVVY PROFESSIONAL
STRIVER
Express confidence and optimism about her reaching her financial goals without diminishing her challenges. Show products and strategies that can accelerate debt reduction and increase cash flow. Share stories of clients like her you’ve helped in the past.
“You’ve taken important first steps by owning a home and prioritizing debt reduction. Continuing to budget, save, and pay down debt is important.”
“I can see that you’re careful with spending and that paying down debt is a priority. Many people might feel left out of the game when it comes to financial planning because of debt/income constraints.”
“Thank you for trusting me. I understand how difficult it is to save for the future while handling current expenses.”
LISTEN | UNDERSTAND
VALIDATE | ITERATE
Click through to see how you can apply the LUV+ Model to this persona.
She’s a highly educated homeowner who is confident in her financial standing and future. She started planning early and sticks to a monthly budget. She already has a portfolio of products and trusts financial advisors. Motivator: Caring for self and others.
Key Demographics: Female, millennial, 38 years old, single, higher income, college graduate, homeowner.
Opportunities to meet her needs: Compliment and celebrate her progress and financial wins to date. Offer examples of how you can help her wealth grow more quickly than it has.
Opportunities to connect: Give her strategies that she can use to show that she is in control of the future.
SAVVY PROFESSIONAL
MS. INDEPENDENCE
PROTECTOR
PROUD PROVIDER
SAVVY PROFESSIONAL
STRIVER
Highlight products and services that create a roadmap to financial security and real wealth. Explain how making informed decisions now can secure the future he wants. Discuss the benefits of purchasing life insurance while he’s young and healthy.
“You want a plan to get ahead. A diverse portfolio of assets, investments, and life insurance can help support the lifestyle you want today while you prepare for the future.”
“I can tell that you’re focused on making your money work for you and that multiple income streams are important to you. You know what you want your financial future to look like, but it sounds like you’re not sure how to get there.”
“Thank you for sharing your thoughts and experiences. I’m interested in learning more about how you support your current lifestyle. Do you talk to any family members for advice?”
LISTEN | UNDERSTAND
VALIDATE | ITERATE
Click through to see how you can apply the LUV+ Model to this persona.
He is an aspirational “American Dream” millennial. He’s thinking about buying a home and starting a family and is optimistic about the future. He’s in control of his own destiny.
Motivator:
Caring for self
Key demographics:
Male, 32 years old, high school education, single but marriage-minded, renter.
Opportunities to meet his needs:
Focus on innovative solutions that will help him see a vision for his future. Show how diversified assets can help build total wealth.
Opportunities to connect:
Help him feel like he is helping to bring others along—his family, friends, community.
STRIVER
MS. INDEPENDENCE
PROTECTOR
PROUD PROVIDER
SAVVY PROFESSIONAL
STRIVER
MS. INDEPENDENCE
PROTECTOR
PROUD PROVIDER
SAVVY PROFESSIONAL
STRIVER
Do you know a client or prospect who might be similar to one of these personas? See how you can put the LUV+ model into action with clients and prospects who have different lifestyles and financial goals.
PERSONAS
FINANCIAL PROFESSIONAL USE ONLY
CONSUMER FACING
The LIRP strategy uses the potential cash value of life insurance to help clients mitigate retirement risks on a tax-advantaged basis. Use these materials to learn more and share with clients.
THE TRUTH ABOUT LIFE INSURANCE
LIFE INSURANCE FOR SMALL BUSINESS OWNERS
LIFE INSURANCE IN RETIREMENT PLANNING
BLUEPRINTS TO BLACK WEALTH
Disclaimer:
© 2023 Prudential Financial, Inc. and its related entities. Prudential, the Prudential logo, and the Rock symbol are service marks of Prudential Financial, Inc. and its related entities, registered in many jurisdictions worldwide.
This material is being provided for informational or educational purposes only and does not take into account the investment objectives or financial situation of any clients or prospective clients. The information is not intended as investment advice and is not a recommendation about managing or investing a client’s retirement savings. Clients seeking information regarding their particular investment needs should contact a financial professional.
Life insurance is issued by The Prudential Insurance Company of America, Newark, NJ, and its affiliates.
INVESTMENT AND INSURANCE PRODUCTS ARE: NOT FDIC INSURED • NOT INSURED BY ANY FEDERAL GOVERNMENT AGENCY • NOT A DEPOSIT OR OTHER OBLIGATION OF, OR GUARANTEED BY, ANY BANK OR ITS AFFILIATES • SUBJECT TO INVESTMENT RISKS INCLUDING POSSIBLE LOSS OF THE PRINCIPAL AMOUNT INVESTED
ISG_DG_ILI439_01 1050873-00004-00
ACCESSIBILITY
We’ll continue to add more content to this page, so be sure to check back often.
If you have questions about Blueprints to Black Wealth, please contact your Prudential wholesaler.
Questions?
TOOLS AND RESOURCES
ENGAGEMENT
HOME
Click through each tab above.
Click through each tab above.
CONSUMER FRIENDLY
Download
Use our Life Policy Review approach to help clients understand the benefits of life insurance and determine what type of coverage will best meet their needs.
Policy Review Quick Guide
Download
Use this flyer to remind clients when it’s time to schedule an annual policy review.
Life Keeps Moving Flyer
Download
This guide can help clients gather the information needed for a productive annual review.
Annual Client Review Guide
Download
Use this script to help start conversations with clients and prospects.
Myths vs. Truths Phone Script
Share
Download
Use this e-mail template to invite clients and prospects to a webinar about life insurance.
Producer to Client Invitation
Share
Download
Use this engaging presentation to host a webinar with clients and prospects.
Myths vs. Truths Powerpoint
Share
Download
Send this flyer to clients or use it as a discussion guide during conversations.
Myths vs. Truths Flyer
Share
View now
Share this microsite with clients to dispel the four biggest life insurance myths.
Myths vs. Truths Microsite
Life insurance myths are widespread, but you can clarify its true value for clients and prospects—helping to protect their loved ones' futures. Once clients have their policies, you can maintain strong relationships with them through policy reviews.
CONSUMER FRIENDLY
Myths vs. Truths about Life Insurance
FINANCIAL PROFESSIONAL USE ONLY
ANNUAL POLICY REVIEWS
CONSUMER FRIENDLY
Download
This presentation shows how you can use policy reviews to build your book of business and strengthen client relationships.
Reviewing a Client’s Insurance Plan
FINANCIAL PROFESSIONAL USE ONLY
Share
Share
Highlight products and strategies that can accelerate debt reduction and increase cash flow but aren’t complex. Express confidence and optimism without diminishing her challenges. Help her picture a future where financial worries no longer hold her back.
ITERATE
Making your money work for you now can secure the lifestyle you imagine for yourself in the future. Planning and investing with an advisor doesn’t have to be complicated.
”
“
VALIDATE
I can understand your preference for convenience when it comes to money management and investing. I also appreciate your focus on paying down debt to secure economic independence.
”
“
UNDERSTAND
I’m interested in learning more about the lifestyle you want for yourself in the future.
”
“
LISTEN
Click through to see how you can apply the LUV+ Model to this persona.
She is a single female who thinks “it’ll all work out.” She has a moderate risk tolerance and uses few financial products. She doesn’t think she needs a financial professional because her finances aren’t that complicated.
Motivator: Caring for self Key Demographics: Female, millennial, 37 years old, lower income, single, renter.
Opportunities to meet her needs: Encourage her to pay down expensive debt now as a pathway to a more secure future.
Opportunities to connect: Give her a vision of herself in the future, able to do all that she wants.
MS. INDEPENDENCE
MS. INDEPENDENCE
MS. INDEPENDENCE
Highlight how you help her navigate to financial security. Express confidence and optimism without diminishing her challenges. Share products and strategies that can accelerate debt reduction and increase cash flow.
ITERATE
Protecting your money and freeing yourself from debt are top of mind for you. Budgeting and saving can be overwhelming when you don’t know where to begin, but you’re already in a good position as a homeowner.
”
“
VALIDATE
I can see that you are careful with your money and that paying off debt is a priority for you. Many people feel left out of the game when it comes to financial planning.
”
“
UNDERSTAND
Thank you for trusting me. I understand how difficult it is to manage obligations and save for the future at the same time.
”
“
LISTEN
Click through to see how you can apply the LUV+ Model to this persona.
She is a risk-averse woman who’s concerned about protecting the little money she has, while paying off debt. She often feels left out of the larger financial conversations from major institutions.
Motivator: Providing for others.
Key demographics: Female, millennial, 38 years old, lower income, homeowner.
Opportunities to meet her needs: Prioritize paying off debt and creating a budget she can work with.
Opportunities to connect: Discuss tangible ways to start saving now while providing ways she can start a long-term savings plan.
PROTECTOR
PROTECTOR
PROTECTOR
Highlight innovative products and strategies that help create a roadmap to financial security while amassing real wealth that he can pass on. Discuss the role of life insurance in leaving a legacy for loved ones. Share your qualifications and skills as an advisor who can help him reach his goals.
ITERATE
Having a plan that positions you to achieve your goals is important to you and within your reach. A diverse portfolio of assets and investments is an important component of your financial planning. You can support your family today while planning for future needs.
”
“
VALIDATE
I can tell that you are focused on having your money work for you. You have definite financial goals and are on your way to achieving them, but it can feel overwhelming at times.
”
“
UNDERSTAND
Thank you for sharing your thoughts and experiences with me. I’d like to hear more about how you leverage resources to support your lifestyle. Are there family members besides you who are involved in making financial decisions for the family?
”
“
LISTEN
Click through to see how you can apply the LUV+ Model to this persona.
A wealthy, married man with children who feels confident and prepared. He’s willing to take risks to grow wealth. However, his priority is taking care of his children, and he believes in donating to charitable causes.
Motivator: Providing for self and others.
Key Demographics: Male, millennial, 43 years old, married, homeowner, high income, entrepreneur.
Opportunities to meet his needs: Show him a pathway to increase his ability to provide for his family while securing his ability to leave a legacy.
Opportunities to connect: Give him tools that he can use to show that he has a plan for the family. Make him feel like the hero in the story.
PROUD PROVIDER
PROUD PROVIDER
PROUD PROVIDER
Express confidence and optimism about her reaching her financial goals without diminishing her challenges. Show products and strategies that can accelerate debt reduction and increase cash flow. Share stories of clients like her you’ve helped in the past.
ITERATE
You’ve taken important first steps by owning a home and prioritizing debt reduction. Continuing to budget, save, and pay down debt is important.
”
“
VALIDATE
I can see that you’re careful with spending and that paying down debt is a priority. Many people might feel left out of the game when it comes to financial planning because of debt/income constraints.
”
“
UNDERSTAND
Thank you for trusting me. I understand how difficult it is to save for the future while handling current expenses.
”
“
LISTEN
Click through to see how you can apply the LUV+ Model to this persona.
She’s a highly educated homeowner who is confident in her financial standing and future. She started planning early and sticks to a monthly budget. She already has a portfolio of products and trusts financial advisors. Motivator: Caring for self and others.
Key Demographics: Female, millennial, 38 years old, married, higher income, college graduate, homeowner.
Opportunities to meet her needs: Compliment and celebrate her progress and financial wins to date. Offer examples of how you can help her wealth grow more quickly than it has.
Opportunities to connect: Give her strategies that she can use to show that she is in control of the future.
SAVVY PROFESSIONAL
SAVVY PROFESSIONAL
SAVVY PROFESSIONAL
Highlight products and services that create a roadmap to financial security and real wealth. Explain how making informed decisions now can secure the future he wants. Discuss the benefits of purchasing life insurance while he’s young and healthy.
ITERATE
You want a plan to get ahead. A diverse portfolio of assets, investments, and life insurance can help support the lifestyle you want today while you prepare for the future.
”
“
VALIDATE
I can tell that you’re focused on making your money work for you and that multiple income streams are important to you. You know what you want your financial future to look like, but it sounds like you’re not sure how to get there.
”
“
UNDERSTAND
Thank you for sharing your thoughts and experiences. I’m interested in learning more about how you support your current lifestyle. Do you talk to any family members for advice?
”
“
LISTEN
Click through to see how you can apply the LUV+ Model to this persona.
He is an aspirational “American Dream” millennial. He’s thinking about buying a home and starting a family and is optimistic about the future. He’s in control of his own destiny.
Motivator: Caring for self
Key demographics: Male, 32 years old, high school education, single but marriage-minded, renter.
Opportunities to meet his needs: Focus on innovative strategies that will help him see a vision for his future. Show how diversified assets can help build total wealth.
Opportunities to connect: Help him feel like he is helping to bring others along—his family, friends, community.
STRIVER
STRIVER
STRIVER
Do you know a client or prospect who might be similar to one of these personas? See how you can put the LUV+ model into action with clients and prospects who have different lifestyles and financial goals.
PERSONAS
Highlight products and strategies that can accelerate debt reduction and increase cash flow but aren’t complex. Express confidence and optimism without diminishing her challenges. Help her picture a future where financial worries no longer hold her back.
ITERATE
Making your money work for you now can secure the lifestyle you imagine for yourself in the future. Planning and investing with an advisor doesn’t have to be complicated.
”
“
VALIDATE
I can understand your preference for convenience when it comes to money management and investing. I also appreciate your focus on paying down debt to secure economic independence.
”
“
UNDERSTAND
I’m interested in learning more about the lifestyle you want for yourself in the future.
”
“
LISTEN
Click through to see how you can apply the LUV+ Model to this persona.
She is a single female who thinks “it’ll all work out.” She has a moderate risk tolerance and uses few financial products. She doesn’t think she needs a financial professional because her finances aren’t that complicated.
Motivator: Caring for self Key Demographics: Female, millennial, 37 years old, lower income, single, renter.
Opportunities to meet her needs: Encourage her to pay down expensive debt now as a pathway to a more secure future.
Opportunities to connect: Give her a vision of herself in the future, able to do all that she wants.
MS. INDEPENDENCE
MS. INDEPENDENCE
MS. INDEPENDENCE
Highlight how you help her navigate to financial security. Express confidence and optimism without diminishing her challenges. Share products and strategies that can accelerate debt reduction and increase cash flow.
ITERATE
Protecting your money and freeing yourself from debt are top of mind for you. Budgeting and saving can be overwhelming when you don’t know where to begin, but you’re already in a good position as a homeowner.
”
“
VALIDATE
I can see that you are careful with your money and that paying off debt is a priority for you. Many people feel left out of the game when it comes to financial planning.
”
“
UNDERSTAND
Thank you for trusting me. I understand how difficult it is to manage obligations and save for the future at the same time.
”
“
LISTEN
Click through to see how you can apply the LUV+ Model to this persona.
She is a risk-averse woman who’s concerned about protecting the little money she has, while paying off debt. She often feels left out of the larger financial conversations from major institutions.
Motivator: Providing for others.
Key demographics: Female, millennial, 38 years old, lower income, homeowner.
Opportunities to meet her needs: Prioritize paying off debt and creating a budget she can work with.
Opportunities to connect: Discuss tangible ways to start saving now while providing ways she can start a long-term savings plan.
PROTECTOR
PROTECTOR
PROTECTOR
Highlight innovative products and strategies that help create a roadmap to financial security while amassing real wealth that he can pass on. Discuss the role of life insurance in leaving a legacy for loved ones. Share your qualifications and skills as an advisor who can help him reach his goals.
ITERATE
Having a plan that positions you to achieve your goals is important to you and within your reach. A diverse portfolio of assets and investments is an important component of your financial planning. You can support your family today while planning for future needs.
”
“
VALIDATE
I can tell that you are focused on having your money work for you. You have definite financial goals and are on your way to achieving them, but it can feel overwhelming at times.
”
“
UNDERSTAND
Thank you for sharing your thoughts and experiences with me. I’d like to hear more about how you leverage resources to support your lifestyle. Are there family members besides you who are involved in making financial decisions for the family?
”
“
LISTEN
Click through to see how you can apply the LUV+ Model to this persona.
A wealthy, married man with children who feels confident and prepared. He’s willing to take risks to grow wealth. However, his priority is taking care of his children, and he believes in donating to charitable causes.
Motivator: Providing for self and others.
Key Demographics: Male, millennial, 43 years old, married, homeowner, high income, entrepreneur.
Opportunities to meet his needs: Show him a pathway to increase his ability to provide for his family while securing his ability to leave a legacy.
Opportunities to connect: Give him tools that he can use to show that he has a plan for the family. Make him feel like the hero in the story.
PROUD PROVIDER
PROUD PROVIDER
PROUD PROVIDER
Express confidence and optimism about her reaching her financial goals without diminishing her challenges. Show products and strategies that can accelerate debt reduction and increase cash flow. Share stories of clients like her you’ve helped in the past.
ITERATE
You’ve taken important first steps by owning a home and prioritizing debt reduction. Continuing to budget, save, and pay down debt is important.
”
“
VALIDATE
I can see that you’re careful with spending and that paying down debt is a priority. Many people might feel left out of the game when it comes to financial planning because of debt/income constraints.
”
“
UNDERSTAND
Thank you for trusting me. I understand how difficult it is to save for the future while handling current expenses.
”
“
LISTEN
Click through to see how you can apply the LUV+ Model to this persona.
She’s a highly educated homeowner who is confident in her financial standing and future. She started planning early and sticks to a monthly budget. She already has a portfolio of products and trusts financial advisors. Motivator: Caring for self and others.
Key Demographics: Female, millennial, 38 years old, married, higher income, college graduate, homeowner.
Opportunities to meet her needs: Compliment and celebrate her progress and financial wins to date. Offer examples of how you can help her wealth grow more quickly than it has.
Opportunities to connect: Give her strategies that she can use to show that she is in control of the future.
SAVVY PROFESSIONAL
SAVVY PROFESSIONAL
SAVVY PROFESSIONAL
Highlight products and services that create a roadmap to financial security and real wealth. Explain how making informed decisions now can secure the future he wants. Discuss the benefits of purchasing life insurance while he’s young and healthy.
ITERATE
You want a plan to get ahead. A diverse portfolio of assets, investments, and life insurance can help support the lifestyle you want today while you prepare for the future.
”
“
VALIDATE
I can tell that you’re focused on making your money work for you and that multiple income streams are important to you. You know what you want your financial future to look like, but it sounds like you’re not sure how to get there.
”
“
UNDERSTAND
Thank you for sharing your thoughts and experiences. I’m interested in learning more about how you support your current lifestyle. Do you talk to any family members for advice?
”
“
LISTEN
Click through to see how you can apply the LUV+ Model to this persona.
He is an aspirational “American Dream” millennial. He’s thinking about buying a home and starting a family and is optimistic about the future. He’s in control of his own destiny.
Motivator: Caring for self
Key demographics: Male, 32 years old, high school education, single but marriage-minded, renter.
Opportunities to meet his needs: Focus on innovative strategies that will help him see a vision for his future. Show how diversified assets can help build total wealth.
Opportunities to connect: Help him feel like he is helping to bring others along—his family, friends, community.
STRIVER
STRIVER
STRIVER
Do you know a client or prospect who might be similar to one of these personas? See how you can put the LUV+ model into action with clients and prospects who have different lifestyles and financial goals.
PERSONAS
Highlight products and strategies that can accelerate debt reduction and increase cash flow but aren’t complex. Express confidence and optimism without diminishing her challenges. Help her picture a future where financial worries no longer hold her back.
ITERATE
Making your money work for you now can secure the lifestyle you imagine for yourself in the future. Planning and investing with an advisor doesn’t have to be complicated.
”
“
VALIDATE
I can understand your preference for convenience when it comes to money management and investing. I also appreciate your focus on paying down debt to secure economic independence.
”
“
UNDERSTAND
I’m interested in learning more about the lifestyle you want for yourself in the future.
”
“
LISTEN
Click through to see how you can apply the LUV+ Model to this persona.
She is a single female who thinks “it’ll all work out.” She has a moderate risk tolerance and uses few financial products. She doesn’t think she needs a financial professional because her finances aren’t that complicated.
Motivator: Caring for self Key Demographics: Female, millennial, 37 years old, lower income, single, renter.
Opportunities to meet her needs: Encourage her to pay down expensive debt now as a pathway to a more secure future.
Opportunities to connect: Give her a vision of herself in the future, able to do all that she wants.
MS. INDEPENDENCE
MS. INDEPENDENCE
MS. INDEPENDENCE
Highlight how you help her navigate to financial security. Express confidence and optimism without diminishing her challenges. Share products and strategies that can accelerate debt reduction and increase cash flow.
ITERATE
Protecting your money and freeing yourself from debt are top of mind for you. Budgeting and saving can be overwhelming when you don’t know where to begin, but you’re already in a good position as a homeowner.
”
“
VALIDATE
I can see that you are careful with your money and that paying off debt is a priority for you. Many people feel left out of the game when it comes to financial planning.
”
“
UNDERSTAND
Thank you for trusting me. I understand how difficult it is to manage obligations and save for the future at the same time.
”
“
LISTEN
Click through to see how you can apply the LUV+ Model to this persona.
She is a risk-averse woman who’s concerned about protecting the little money she has, while paying off debt. She often feels left out of the larger financial conversations from major institutions.
Motivator: Providing for others.
Key demographics: Female, millennial, 38 years old, lower income, homeowner.
Opportunities to meet her needs: Prioritize paying off debt and creating a budget she can work with.
Opportunities to connect: Discuss tangible ways to start saving now while providing ways she can start a long-term savings plan.
PROTECTOR
PROTECTOR
PROTECTOR
Highlight innovative products and strategies that help create a roadmap to financial security while amassing real wealth that he can pass on. Discuss the role of life insurance in leaving a legacy for loved ones. Share your qualifications and skills as an advisor who can help him reach his goals.
ITERATE
Having a plan that positions you to achieve your goals is important to you and within your reach. A diverse portfolio of assets and investments is an important component of your financial planning. You can support your family today while planning for future needs.
”
“
VALIDATE
I can tell that you are focused on having your money work for you. You have definite financial goals and are on your way to achieving them, but it can feel overwhelming at times.
”
“
UNDERSTAND
Thank you for sharing your thoughts and experiences with me. I’d like to hear more about how you leverage resources to support your lifestyle. Are there family members besides you who are involved in making financial decisions for the family?
”
“
LISTEN
Click through to see how you can apply the LUV+ Model to this persona.
A wealthy, married man with children who feels confident and prepared. He’s willing to take risks to grow wealth. However, his priority is taking care of his children, and he believes in donating to charitable causes.
Motivator: Providing for self and others.
Key Demographics: Male, millennial, 43 years old, married, homeowner, high income, entrepreneur.
Opportunities to meet his needs: Show him a pathway to increase his ability to provide for his family while securing his ability to leave a legacy.
Opportunities to connect: Give him tools that he can use to show that he has a plan for the family. Make him feel like the hero in the story.
PROUD PROVIDER
PROUD PROVIDER
PROUD PROVIDER
Express confidence and optimism about her reaching her financial goals without diminishing her challenges. Show products and strategies that can accelerate debt reduction and increase cash flow. Share stories of clients like her you’ve helped in the past.
ITERATE
You’ve taken important first steps by owning a home and prioritizing debt reduction. Continuing to budget, save, and pay down debt is important.
”
“
VALIDATE
I can see that you’re careful with spending and that paying down debt is a priority. Many people might feel left out of the game when it comes to financial planning because of debt/income constraints.
”
“
UNDERSTAND
Thank you for trusting me. I understand how difficult it is to save for the future while handling current expenses.
”
“
LISTEN
Click through to see how you can apply the LUV+ Model to this persona.
She’s a highly educated homeowner who is confident in her financial standing and future. She started planning early and sticks to a monthly budget. She already has a portfolio of products and trusts financial advisors. Motivator: Caring for self and others.
Key Demographics: Female, millennial, 38 years old, married, higher income, college graduate, homeowner.
Opportunities to meet her needs: Compliment and celebrate her progress and financial wins to date. Offer examples of how you can help her wealth grow more quickly than it has.
Opportunities to connect: Give her strategies that she can use to show that she is in control of the future.
SAVVY PROFESSIONAL
SAVVY PROFESSIONAL
SAVVY PROFESSIONAL
Highlight products and services that create a roadmap to financial security and real wealth. Explain how making informed decisions now can secure the future he wants. Discuss the benefits of purchasing life insurance while he’s young and healthy.
ITERATE
You want a plan to get ahead. A diverse portfolio of assets, investments, and life insurance can help support the lifestyle you want today while you prepare for the future.
”
“
VALIDATE
I can tell that you’re focused on making your money work for you and that multiple income streams are important to you. You know what you want your financial future to look like, but it sounds like you’re not sure how to get there.
”
“
UNDERSTAND
Thank you for sharing your thoughts and experiences. I’m interested in learning more about how you support your current lifestyle. Do you talk to any family members for advice?
”
“
LISTEN
Click through to see how you can apply the LUV+ Model to this persona.
He is an aspirational “American Dream” millennial. He’s thinking about buying a home and starting a family and is optimistic about the future. He’s in control of his own destiny.
Motivator: Caring for self
Key demographics: Male, 32 years old, high school education, single but marriage-minded, renter.
Opportunities to meet his needs: Focus on innovative strategies that will help him see a vision for his future. Show how diversified assets can help build total wealth.
Opportunities to connect: Help him feel like he is helping to bring others along—his family, friends, community.
STRIVER
STRIVER
STRIVER
Do you know a client or prospect who might be similar to one of these personas? See how you can put the LUV+ model into action with clients and prospects who have different lifestyles and financial goals.
PERSONAS
Watch Webinar
© 2024 Prudential Financial, Inc. and its related entities. Prudential, the Prudential logo, and the Rock symbol are service marks of Prudential Financial, Inc. and its related entities, registered in many jurisdictions worldwide.
This material is being provided for informational or educational purposes only and does not take into account the investment objectives or financial situation of any clients or prospective clients. The information is not intended as investment advice and is not a recommendation about managing or investing a client’s retirement savings. Clients seeking information regarding their particular investment needs should contact a financial professional.
Life insurance is issued by The Prudential Insurance Company of America, Newark, NJ, and its affiliates.
INVESTMENT AND INSURANCE PRODUCTS ARE:
• NOT FDIC INSURED • NOT INSURED BY ANY FEDERAL GOVERNMENT AGENCY
• NOT A DEPOSIT OR OTHER OBLIGATION OF, OR GUARANTEED BY, ANY BANK OR ITS AFFILIATES
• SUBJECT TO INVESTMENT RISKS, INCLUDING POSSIBLE LOSS OF THE PRINCIPAL AMOUNT INVESTED
ISG_DG_ILI392_01 1050873-00006-00
Disclaimer:
ACCESSIBILITY
(COMING SOON)
Highlight products and strategies that can accelerate debt reduction and increase cash flow but aren’t complex. Express confidence and optimism without diminishing her challenges. Help her picture a future where financial worries no longer hold her back.
“Making your money work for you now can secure the lifestyle you imagine for yourself in the future. Planning and investing with an advisor doesn’t have to be complicated.”
“I can understand your preference for convenience when it comes to money management and investing. I also appreciate your focus on paying down debt to secure economic independence.”
“I’m interested in learning more about the lifestyle you want for yourself in the future. ”
LISTEN | UNDERSTAND
VALIDATE | ITERATE
Click through to see how you can apply the LUV+ Model to this persona.
She is a single female who thinks “it’ll all work out.” She has a moderate risk tolerance and uses few financial products. She doesn’t think she needs a financial professional because her finances aren’t that complicated.
Motivator:
Caring for self Key Demographics:
Female, millennial, 37 years old, lower income, single, renter.
Opportunities to meet her needs:
Encourage her to pay down expensive debt now as a pathway to a more secure future.
Opportunities to connect:
Give her a vision of herself in the future, able to do all that she wants.
MS. INDEPENDENCE
MS. INDEPENDENCE
PROTECTOR
PROUD PROVIDER
SAVVY PROFESSIONAL
STRIVER
Highlight how you help her navigate to financial security. Express confidence and optimism without diminishing her challenges. Share products and strategies that can accelerate debt reduction and increase cash flow.
“Protecting your money and freeing yourself from debt are top of mind for you. Budgeting and saving can be overwhelming when you don’t know where to begin, but you’re already in a good position as a homeowner.”
“I can see that you are careful with your money and that paying off debt is a priority for you. Many people feel left out of the game when it comes to financial planning.”
“Thank you for trusting me. I understand how difficult it is to manage obligations and save for the future at the same time.”
LISTEN | UNDERSTAND
VALIDATE | ITERATE
Click through to see how you can apply the LUV+ Model to this persona.
She is a risk-averse woman who’s concerned about protecting the little money she has, while paying off debt. She often feels left out of the larger financial conversations from major institutions.
Motivator:
Providing for others.
Key demographics:
Female, millennial, 38 years old, lower income, homeowner.
Opportunities to meet her needs:
Prioritize paying off debt and creating a budget she can work with.
Opportunities to connect:
Discuss tangible ways to start saving now while providing ways she can start a long-term savings plan.
PROTECTOR
MS. INDEPENDENCE
PROTECTOR
PROUD PROVIDER
SAVVY PROFESSIONAL
STRIVER
Highlight innovative products and solutions that help create a roadmap to financial security while amassing real wealth that he can pass on. Discuss the role of life insurance in leaving a legacy for loved ones. Share your qualifications and skills as an advisor who can help him reach his goals.
“Having a plan that positions you to achieve your goals is important to you and within your reach. A diverse portfolio of assets and investments is an important component of your financial planning. You can support your family today while planning for future needs.”
“I can tell that you are focused on having your money work for you. You have definite financial goals and are on your way to achieving them, but it can feel overwhelming at times.”
“Thank you for sharing your thoughts and experiences with me. I’d like to hear more about how you leverage resources to support your lifestyle. Are there family members besides you who are involved in making financial decisions for the family?”
LISTEN | UNDERSTAND
VALIDATE | ITERATE
Click through to see how you can apply the LUV+ Model to this persona.
A wealthy, married man with children who feels confident and prepared. He’s willing to take risks to grow wealth. However, his priority is taking care of his children, and he believes in donating to charitable causes.
Motivator: Providing for self and others.
Key Demographics: Male, millennial, 43 years old, married, homeowner, high income, entrepreneur.
Opportunities to meet his needs: Show him a pathway to increase his ability to provide for his family while securing his ability to leave a legacy.
Opportunities to connect: Give him tools that he can use to show that he has a plan for the family. Make him feel like the hero in the story.
PROUD PROVIDER
MS. INDEPENDENCE
PROTECTOR
PROUD PROVIDER
SAVVY PROFESSIONAL
STRIVER
Express confidence and optimism about her reaching her financial goals without diminishing her challenges. Show products and strategies that can accelerate debt reduction and increase cash flow. Share stories of clients like her you’ve helped in the past.
“You’ve taken important first steps by owning a home and prioritizing debt reduction. Continuing to budget, save, and pay down debt is important.”
“I can see that you’re careful with spending and that paying down debt is a priority. Many people might feel left out of the game when it comes to financial planning because of debt/income constraints.”
“Thank you for trusting me. I understand how difficult it is to save for the future while handling current expenses.”
LISTEN | UNDERSTAND
VALIDATE | ITERATE
Click through to see how you can apply the LUV+ Model to this persona.
She’s a highly educated homeowner who is confident in her financial standing and future. She started planning early and sticks to a monthly budget. She already has a portfolio of products and trusts financial advisors. Motivator: Caring for self and others.
Key Demographics: Female, millennial, 38 years old, single, higher income, college graduate, homeowner.
Opportunities to meet her needs: Compliment and celebrate her progress and financial wins to date. Offer examples of how you can help her wealth grow more quickly than it has.
Opportunities to connect: Give her strategies that she can use to show that she is in control of the future.
SAVVY PROFESSIONAL
MS. INDEPENDENCE
PROTECTOR
PROUD PROVIDER
SAVVY PROFESSIONAL
STRIVER
Highlight products and services that create a roadmap to financial security and real wealth. Explain how making informed decisions now can secure the future he wants. Discuss the benefits of purchasing life insurance while he’s young and healthy.
“You want a plan to get ahead. A diverse portfolio of assets, investments, and life insurance can help support the lifestyle you want today while you prepare for the future.”
“I can tell that you’re focused on making your money work for you and that multiple income streams are important to you. You know what you want your financial future to look like, but it sounds like you’re not sure how to get there.”
“Thank you for sharing your thoughts and experiences. I’m interested in learning more about how you support your current lifestyle. Do you talk to any family members for advice?”
LISTEN | UNDERSTAND
VALIDATE | ITERATE
Click through to see how you can apply the LUV+ Model to this persona.
He is an aspirational “American Dream” millennial. He’s thinking about buying a home and starting a family and is optimistic about the future. He’s in control of his own destiny.
Motivator:
Caring for self
Key demographics:
Male, 32 years old, high school education, single but marriage-minded, renter.
Opportunities to meet his needs:
Focus on innovative solutions that will help him see a vision for his future. Show how diversified assets can help build total wealth.
Opportunities to connect:
Help him feel like he is helping to bring others along—his family, friends, community.
STRIVER
MS. INDEPENDENCE
PROTECTOR
PROUD PROVIDER
SAVVY PROFESSIONAL
STRIVER
MS. INDEPENDENCE
PROTECTOR
PROUD PROVIDER
SAVVY PROFESSIONAL
STRIVER
Do you know a client or prospect who might be similar to one of these personas? See how you can put the LUV+ model into action with clients and prospects who have different lifestyles and financial goals.
PERSONAS
THE TRUTH ABOUT LIFE INSURANCE
LIFE INSURANCE FOR SMALL BUSINESS OWNERS
LIFE INSURANCE IN RETIREMENT PLANNING
BLUEPRINTS TO BLACK WEALTH
CONSUMER FACING
FINANCIAL PROFESSIONAL USE ONLY
Disclaimer:
© 2024 Prudential Financial, Inc. and its related entities. Prudential, the Prudential logo, and the Rock symbol are service marks of Prudential Financial, Inc. and its related entities, registered in many jurisdictions worldwide.
This material is being provided for informational or educational purposes only and does not take into account the investment objectives or financial situation of any clients or prospective clients. The information is not intended as investment advice and is not a recommendation about managing or investing a client’s retirement savings. Clients seeking information regarding their particular investment needs should contact a financial professional.
Life insurance is issued by The Prudential Insurance Company of America, Newark, NJ, and its affiliates.
INVESTMENT AND INSURANCE PRODUCTS ARE: NOT FDIC INSURED • NOT INSURED BY ANY FEDERAL GOVERNMENT AGENCY • NOT A DEPOSIT OR OTHER OBLIGATION OF, OR GUARANTEED BY, ANY BANK OR ITS AFFILIATES • SUBJECT TO INVESTMENT RISKS INCLUDING POSSIBLE LOSS OF THE PRINCIPAL AMOUNT INVESTED
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ACCESSIBILITY
We’ll continue to add more content to this page, so be sure to check back often.
If you have questions about Blueprints to Black Wealth, please contact your Prudential wholesaler.
Questions?
Disclaimer:
© 2024 Prudential Financial, Inc. and its related entities. Prudential, the Prudential logo, and the Rock symbol are service marks of Prudential Financial, Inc. and its related entities, registered in many jurisdictions worldwide.
This material is being provided for informational or educational purposes only and does not take into account the investment objectives or financial situation of any clients or prospective clients. The information is not intended as investment advice and is not a recommendation about managing or investing a client’s retirement savings. Clients seeking information regarding their particular investment needs should contact a financial professional.
Life insurance is issued by The Prudential Insurance Company of America, Newark, NJ, and its affiliates.
INVESTMENT AND INSURANCE PRODUCTS ARE: NOT FDIC INSURED • NOT INSURED BY ANY FEDERAL GOVERNMENT AGENCY • NOT A DEPOSIT OR OTHER OBLIGATION OF, OR GUARANTEED BY, ANY BANK OR ITS AFFILIATES • SUBJECT TO INVESTMENT RISKS INCLUDING POSSIBLE LOSS OF THE PRINCIPAL AMOUNT INVESTED
ISG_DG_ILI392_01 1050873-00006-00
ACCESSIBILITY
We’ll continue to add more content to this page, so be sure to check back often.
If you have questions about Blueprints to Black Wealth, please contact your Prudential wholesaler.
Questions?
Disclaimer:
© 2024 Prudential Financial, Inc. and its related entities. Prudential, the Prudential logo, and the Rock symbol are service marks of Prudential Financial, Inc. and its related entities, registered in many jurisdictions worldwide.
This material is being provided for informational or educational purposes only and does not take into account the investment objectives or financial situation of any clients or prospective clients. The information is not intended as investment advice and is not a recommendation about managing or investing a client’s retirement savings. Clients seeking information regarding their particular investment needs should contact a financial professional.
Life insurance is issued by The Prudential Insurance Company of America, Newark, NJ, and its affiliates.
INVESTMENT AND INSURANCE PRODUCTS ARE: NOT FDIC INSURED • NOT INSURED BY ANY FEDERAL GOVERNMENT AGENCY • NOT A DEPOSIT OR OTHER OBLIGATION OF, OR GUARANTEED BY, ANY BANK OR ITS AFFILIATES • SUBJECT TO INVESTMENT RISKS INCLUDING POSSIBLE LOSS OF THE PRINCIPAL AMOUNT INVESTED
ISG_DG_ILI392_01 1050873-00006-00
ACCESSIBILITY
We’ll continue to add more content to this page, so be sure to check back often.
If you have questions about Blueprints to Black Wealth, please contact your Prudential wholesaler.
Questions?
Disclaimer:
© 2024 Prudential Financial, Inc. and its related entities. Prudential, the Prudential logo, and the Rock symbol are service marks of Prudential Financial, Inc. and its related entities, registered in many jurisdictions worldwide.
This material is being provided for informational or educational purposes only and does not take into account the investment objectives or financial situation of any clients or prospective clients. The information is not intended as investment advice and is not a recommendation about managing or investing a client’s retirement savings. Clients seeking information regarding their particular investment needs should contact a financial professional.
Life insurance is issued by The Prudential Insurance Company of America, Newark, NJ, and its affiliates.
INVESTMENT AND INSURANCE PRODUCTS ARE: NOT FDIC INSURED • NOT INSURED BY ANY FEDERAL GOVERNMENT AGENCY • NOT A DEPOSIT OR OTHER OBLIGATION OF, OR GUARANTEED BY, ANY BANK OR ITS AFFILIATES • SUBJECT TO INVESTMENT RISKS INCLUDING POSSIBLE LOSS OF THE PRINCIPAL AMOUNT INVESTED
ISG_DG_ILI392_01 1050873-00006-00
ACCESSIBILITY
We’ll continue to add more content to this page, so be sure to check back often.
If you have questions about Blueprints to Black Wealth, please contact your Prudential wholesaler.
Questions?
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