EMPOWER YOUR PRACTICE WITH HIGH-IMPACT SALES CONTENT
Explore this page to gain insight into the specific needs of Black Americans and access impactful sales content designed to help you guide them as they build and sustain generational wealth. Also, be sure to watch the short video for more ways Prudential can help you deepen client relationships and grow your book of business.
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blueprints to black wealth educational materials
Use these materials to better understand how the Blueprints to Black Wealth strategy can help you grow your business and help Black Americans build generational wealth.
CONSUMER FRIENDLY
Blueprints to Black Wealth Consumer Microsite
Blueprints to Black Wealth Consumer Flyer
Blueprints to Black Wealth Consumer Microsite
Blueprints to Black Wealth Consumer Flyer
Blueprints to Black Wealth Consumer Microsite
Blueprints to Black Wealth Consumer Flyer
FINANCIAL PROFESSIONAL USE ONLY
Blueprints to Black Wealth Talking Points
Blueprints to Black Wealth Talking Points
Blueprints to Black Wealth Talking Points
CONSUMER FRIENDLY
Blueprints to Black Wealth Consumer Microsite
Share this microsite with clients so they can access financial tools, resources, and information.
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Empowering Black Americans to Build Generational Wealth
Use this flyer to help introduce the Blueprints to Black Wealth Strategy to clients and prospects.
YOUR BLUEPRINTS TOOLKIT
Use these tools and resources to help drive proactive conversations with clients and prospects.
We’ll continue to add more content to this page, so be sure to check back often.
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Money: From Taboo Topic to Dinner Discussion
Encourage the clients you work with to start having conversations about money with their families. Breaking the silence around money is the first step in helping Black families create the right money mindset so they can create generational wealth that you can help manage today and when that wealth gets passed on.
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CONSUMER FRIENDLY
"Your Money, Your Life" Podcast
Prudential's VP of Business Development, Keita Cline, joins the Your Money Your Life podcast to discuss why families need to talk openly about money, and the role of advisors as financial coaches for their clients.
CONSUMER FRIENDLY
Let's Break the Silence: A Guide to Family Money Conversations Presentation
Give a presentation to clients with tips on how they can start age-appropriate conversations about money with each member of their family and start building generational wealth.
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Invitation to Let's Break the Silence: A Guide to Family Money Conversations
Use this invitation to invite prospects and clients to your presentation.
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Your Guide to Discussing Finances with Your Family Flyer
Share this flyer with clients to help them start conversations about money with their family that can help with building generational wealth
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Life Insurance Quick Estimator
This worksheet can give clients a quick estimate of their coverage needs.
FINANCIAL PROFESSIONAL USE ONLY
"Your Money, Your Life" Podcast
Let's Break the Silence: A Guide to Family Money Conversations Presentation
Invitation to Let's Break the Silence: A Guide to Family Money Conversations Presentation
Your Guide to Discussing Finances with Your Family Flyer
Life Insurance Quick Estimator
Life Insurance: A Foundation of Protection for Future Generations Brochure
"Your Money, Your Life" Podcast
Let's Break the Silence: A Guide to Family Money Conversations Presentation
Invitation to Let's Break the Silence: A Guide to Family Money Conversations Presentation
Your Guide to Discussing Finances with Your Family Flyer
Life Insurance Quick Estimator
Life Insurance: A Foundation of Protection for Future Generations Brochure
"Your Money, Your Life" Podcast
Let's Break the Silence: A Guide to Family Money Conversations Presentation
Invitation to Let's Break the Silence: A Guide to Family Money Conversations Presentation
Your Guide to Discussing Finances with Your Family Flyer
Life Insurance Quick Estimator
Life Insurance: A Foundation of Protection for Future Generations Brochure
FINANCIAL PROFESSIONAL USE ONLY
Study: Empowering Black Families
Understand the current financial mindsets of Black Americans and how you can empower them to build wealth.
Study: Empowering Black Families
Breaking the Silence: Family Conversations
About Money
Study: Empowering Black Families
Breaking the Silence: Family Conversations
About Money
Study: Empowering Black Families
Breaking the Silence: Family Conversations
About Money
THE TRUTH ABOUT LIFE INSURANCE
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.
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CONSUMER FRIENDLY
Myths vs. Truths Microsite
Share this microsite with clients to dispel the four biggest life insurance myths.
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Myths vs. Truths Powerpoint
Use this engaging presentation to host a webinar with clients and prospects.
(COMING SOON)
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Producer to Client Invitation
Use this e-mail template to invite clients and prospects to a webinar about life insurance.
(COMING SOON)
Myths vs. Truths Microsite
Myths vs. Truths Presentation
Invitation to Myths vs. Truths Presentation
Myths vs. Truths Flyer
Myths vs. Truths Microsite
Myths vs. Truths Presentation
Invitation to Myths vs. Truths Presentation
Myths vs. Truths Flyer
Myths vs. Truths Microsite
Myths vs. Truths Presentation
Invitation to Myths vs. Truths Presentation
Myths vs. Truths Flyer
ANNUAL POLICY REVIEWS
Meet with clients at least once a year to ensure their coverage is still meeting their needs. A marriage, a growing family, and a new home are all reasons why clients' life insurance coverage may need an update.
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CONSUMER FRIENDLY
Life Keeps Moving Flyer
Use this flyer to remind clients when it’s time to schedule an annual policy review.
Life keeps moving flyer
Annual client review guide
Life keeps moving flyer
Annual client review guide
Life keeps moving flyer
Annual client review guide
FINANCIAL PROFESSIONAL USE ONLY
FINANCIAL PROFESSIONAL USE ONLY
Policy Review Quick Guide
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
Reviewing a Client's Insurance Plan Presentation
Policy Review Quick Guide
Reviewing a Client's Insurance Plan Presentation
Policy Review Quick Guide
Reviewing a Client's Insurance Plan Presentation
LIFE INSURANCE FOR SMALL BUSINESS OWNERS
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
CONSUMER FRIENDLY
Case Study: Protect Your Small Business
Here’s how small business owners in Texas used life insurance to protect their business.
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Financial Strategies for Small Business
Owners Presentation
Show clients how life insurance can help them protect their small business.
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Invitation to Financial Strategies for Small Business Owners Presentation
Use this email to invite small business owners to a life insurance webinar.
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Key People Help Drive Your Business
Show clients how life insurance can help them protect their business against the loss of key employees.
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A Buy-Sell Agreement Solution
Show clients how a buy-sell agreement can help protect their loved ones and their small business.
Case Study: Protect Your Small Business
Financial Strategies for Small Business
Owners Presentation
Invitation to Financial Strategies for Small Business Owners Presentation
Key People Help Drive Your Business Brochure
A Buy-Sell Agreement Solution Brochure
Insurance Strategies that Help Drive Your Business’s Financial Wellness Brochure
Case Study: Protect Your Small Business
Financial Strategies for Small Business
Owners Presentation
Invitation to Financial Strategies for Small Business Owners Presentation
Key People Help Drive Your Business Brochure
A Buy-Sell Agreement Solution Brochure
Insurance Strategies that Help Drive Your Business’s Financial Wellness Brochure
Case Study: Protect Your Small Business
Financial Strategies for Small Business
Owners Presentation
Invitation to Financial Strategies for Small Business Owners Presentation
Key People Help Drive Your Business Brochure
A Buy-Sell Agreement Solution Brochure
Insurance Strategies that Help Drive Your Business’s Financial Wellness Brochure
FINANCIAL PROFESSIONAL USE ONLY
Protecting the Future of Small
Businesses Presentation
Protecting the Future of Small
Businesses Presentation
Protecting the Future of Small
Businesses Presentation
Life insurance in retirement planning
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
CONSUMER FRIENDLY
Five Steps to Retirement Readiness
Share this flyer with clients to help start the retirement planning conversation.
CONSUMER FRIENDLY
Protection for Them. Possibilities for You Presentation
Share this presentation to help clients understand the advantages of life insurance.
CONSUMER FRIENDLY
Invitation to Protection for Them.
Possibilities for You.
Use this email to invite clients to a life insurance webinar.
CONSUMER FRIENDLY
Why Consider Cash Value Life Insurance
Use this piece to support your conversations with clients about the benefits of cash value life insurance.
Five Steps to Retirement Readiness Flyer
Protection for Them. Possibilities for You Presentation.
Invitation to Protection for Them.
Possibilities for You Presentation.
Why Consider Cash Value Life Insurance Flyer
Retirement Case Study
Five Steps to Retirement Readiness Flyer
Protection for Them. Possibilities for You Presentation
Invitation to Protection for Them.
Possibilities for You Presentation.
Why Consider Cash Value Life Insurance Flyer
Retirement Case Study
Five Steps to Retirement Readiness Flyer
Protection for Them. Possibilities for You Presentation.
Invitation to Protection for Them.
Possibilities for You Presentation.
Why Consider Cash Value Life Insurance Flyer
Retirement Case Study
FINANCIAL PROFESSIONAL USE ONLY
FINANCIAL PROFESSIONAL USE ONLY
Client Profiler: Retirement Planning
Look for clients like Kim and David in your book of business who may be ready to discuss retirement planning.
FINANCIAL PROFESSIONAL USE ONLY
Four Ways to Help Black Americans Prepare for Retirement
Help Black Americans realize their dreams of a financially secure retirement.
Client Profiler: Retirement Planning
Four Ways to Help Black Americans Prepare for Retirement Flyer
Reimagine the Possibilities Presentation
Client Profiler: Retirement Planning
Four Ways to Help Black Americans Prepare for Retirement Flyer
Reimagine the Possibilities Presentation
Client Profiler: Retirement Planning
Four Ways to Help Black Americans Prepare for Retirement Flyer
Reimagine the Possibilities Presentation
SOCIAL MEDIA TOOLKIT
Ready to spread the word about Blueprints to Black Wealth? Just copy and paste the client-approved content found in the social media toolkit and start sharing today!
We’ll continue to add more content to this page, so be sure to check back often.
Questions?
If you have questions about Blueprints to Black Wealth, please contact your Prudential wholesaler.
ACCELERATE
YOUR BUSINESS
BY ENGAGING with
new clients
ACCELERATE YOUR
BUSINESS BY
ENGAGING with
new clients
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.
For Financial Professional Use Only. Not for Use With the public.
RESEARCH SHOWS THAT Black Americans
tend to buy life insurance
just to cover final expenses.*
tend to buy life insurance
just to cover final expenses.*
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.
*Source: LIMRA 2023 Barometer Report.
80
%
of Black Americans plan to pass down some form of wealth to their families.*
of Black Americans plan to pass down some form of wealth to their families.*
*Source: LIMRA 2023 Barometer Report.
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.**
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 1
Black Americans’ economic circumstances are a result of poor financial choices on their part.
Reality:
Black Americans have been systematically denied access to information, tools, and opportunities to increase their wealth.
Opportunity:
Black Americans’ economic circumstances are a result of poor financial choices on their part.
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.
MYTH 1
** Source: 5 myths from Seven Elements Research (2022).
MYTH 2
MYTH 2
Black Americans don’t have sufficient wealth or income to be considered valuable customers.
Reality:
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.*
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.*
Black Americans don’t have sufficient wealth or income to be considered valuable customers.
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.
*Source: LIMRA 2023 Barometer Report.
MYTH 3
MYTH 3
Black Americans generally share the same financial lifestyle, values, and behaviors.
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:
Black Americans generally share the same financial lifestyle, values, and behaviors.
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.
MYTH 4
MYTH 4
Family structures, needs, and values are basically the same for most people regardless of culture or race.
Reality:
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.
Family structures, needs, and values are basically the same for most people regardless of culture or race.
Opportunity:
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.
MYTH 5
MYTH 5
Financial needs, values, and behaviors are functional not emotional.
Financial needs, values, and behaviors are functional not emotional.
Reality:
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.
Opportunity:
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.
START THE DISCUSSION WITH
THE LUV+ MODEL
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.
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
UNDERSTAND
UNDERSTAND
UNDERSTAND
Make sure you truly understand what clients are telling you about their financial situation. Understand their family dynamics and sources of income.
VALIDATE
VALIDATE
VALIDATE
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.
ITERATE
ITERATE
ITERATE
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.
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.
STRIVER
STRIVER
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.
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?
“
”
LISTEN
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
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
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
SAVVY PROFESSIONAL
SAVVY PROFESSIONAL
SAVVY PROFESSIONAL
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.
Click through to see how you can apply the LUV+ Model to this persona.
Thank you for trusting me. I understand how difficult it is to save for the future while handling current expenses.
“
”
LISTEN
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
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
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
PROUD PROVIDER
PROUD PROVIDER
PROUD PROVIDER
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.
Click through to see how you can apply the LUV+ Model to this persona.
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
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
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
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
PROTECTOR
PROTECTOR
PROTECTOR
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.
Click through to see how you can apply the LUV+ Model to this persona.
Thank you for trusting me. I understand how difficult it is to manage obligations and save for the future at the same time.
“
”
LISTEN
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
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
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
MS. INDEPENDENCE
MS. INDEPENDENCE
MS. INDEPENDENCE
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.
Click through to see how you can apply the LUV+ Model to this persona.
I’m interested in learning more about the lifestyle you want for yourself in the future.
“
”
LISTEN
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
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
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
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.
Questions?
If you have questions about Blueprints to Black Wealth, please contact your Prudential wholesaler.