Evolution of the rock
“A BELIEF BEFORE IT WAS A BUSINESS”
Before Prudential’s founder John Dryden became known as the “Father of Industrial Insurance,” he was an unknown salesman with an unpopular belief: that poor and working families deserved financial security and peace of mind. At the time, this was a revolutionary concept. The status quo was that life insurance was only for the rich. Check out some highlights from our past:
1875
The Prudential Friendly Society and the 3-cent policy
Founded in Newark, NJ, operating out of borrowed offices in the basement of a bank, our mission is simple: provide affordable life insurance for the working class. And we deliver—for as little as three cents a week.
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who knew? Destined to be a rock
Who Knew? Destined to be a rock
In the founding year, 20 years before the debut of the Rock of Gibraltar logo, the Newark Register wrote about our strength and stability, saying “The Prudential may be said to founded upon a rock.”
“The Rock” makes its debut as our corporate symbol
1896
“The Prudential Has the Strength of Gibraltar” appeared under the now-famous landscape, becoming an iconic representation of the company’s stability. Previous to 1896, Prudential advertising had featured its new 11-story skyscraper in Newark as a symbol that we were here to stay, calling Prudential a “Tower of Strength” but it didn’t connect to people. Then, a young New York advertising man named Mortimer Remington, who was with the J. Walter Thompson agency, had an idea to use the Rock of Gibraltar—and history was made.
Dryden was tough. He had to be, in a time ...
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Dryden was tough. He had to be, in a time when the financial world was like a wild, lawless frontier … He would make alliances when it benefited Pru but in the end, the Pru always stood alone, representing no interest but its policyholders. – William Carr, from the book From three cents a week: The story of the Prudential Insurance Company of America
We issue our first group insurance policy
1916
who knew? The telephone
A new focus on fixed income
1928
Early adopters of breakthrough technologies
During WWII, we donate the use of our downtown Newark building
1942
1950
Prudential hits the air waves
A testament to our culture
1952
1967
Committed to Newark—and progress
PRISA: a major statement in real estate
A JOINT VENTURE IN JAPAN: PRUDENTIAL AND SONY
1971
“Get a Piece of the Rock” campaign debuts
An undisputed claim: Prudential becomes the largest insurance company in the world
1975
Expanding to Japan, believing in PII
1987
BRGs Promote inclusion and community
1993
Going global, a goal fulfilled
1999
because we keep our promises …
By 1999, Prudential has a worldwide presence, expanding its life insurance business and investment management offerings on a global scale.
We’ve been around this long because we keep our promises … we do the right work in the right way to produce the right results. -Former CEO Arthur Ryan's commentary at Prudential's 125th Anniversary
Building on Prudential’s penchant for innovation, we partnered with artist and icon David Bowie, issuing Bowie Bonds, a unique type of security that was backed by Bowie’s current (and future) royalty streams and live performances. The first of its kind, Bowie Bonds raised over $55 million from issuance.
1997
Bowie Bonds and Prudential’s glam rock
Business Resource Groups (BRGs) are established as voluntary, employee-led groups that foster a diverse and inclusive workplace, offering a sense of belonging and community. Currently, BRGs make up 40% of the U.S. employee population with over 5,600 members—several whom have been with Prudential’s BRGs since their inception in 1993.
BRGS PROMOTE INCLUSION and community
Kiyo Sakaguchi established Prudential of Japan with just 15 employees, and pioneered an innovative business model that many “experts” advised would never work in Japan. Sakaguchi reimagined life insurance, creating Prudential’s distinctive Life Planner model. In Japan at the time, insurance companies left sales to part-time working housewives, but Sakaguchi saw an opportunity to sell to people based on their needs. So instead of part-timers, Prudential recruited male college grads to develop a professional Life Planner sales force. The catch? They could not have any previous experience working in financial services. New to the industry, Sakaguchi believed they could be trained on needs-based selling and delivering the highest quality service. Prudential’s business in Japan grew quickly, spreading by word-of-mouth because of the care Life Planners showed to families. Prudential International Insurance began to expand to other countries, importing and adapting the Life Planner model each time, growing from just 15 employees in Japan, to almost 16,000 around the world at the time of Sakaguchi’s death in January 2002 at the age of 58. Even today, competitors attempt to copy the Prudential model.
Expanding to Japan, believing in PRUDENTIAL INTERNATIONAL INVESTMENTS
Prudential formalizes its commitment to using its capital to create change and founds an Impact Investing program called The Prudential Foundation. Since then, the Foundation has invested over $1 billion to create equitable paths to economic mobility for communities in the U.S. and around the world. In addition, Prudential’s Impact Investing group has deployed more than $2 billion, proof that our business’ profits can drive progress.
1976
Impact Investing and the Prudential Foundation: How profit meets purpose
With more than $200 billion in policies, Prudential becomes the company with the largest amount of insurance in force. It is now first in all three industry benchmarks, including total assets and annual premium income.
In 1970, Prudential expands our role as a real estate investor and innovator by establishing PRISA, the company’s Property Investment Separate Account. This core, open-ended fund gave pension planners an opportunity to put a portion of their investments into real estate to diversify their investments.
This advertising campaign significantly boosts Prudential’s brand recognition, making “The Rock” synonymous with stability and trustworthiness in insurance.
Prudential becomes the first major insurance company to market variable annuities to individuals. Agents must be licensed as registered representatives.
1970
Ingenuity in annuities
Following civil unrest in Newark and many U.S. cities, almost half of the companies operating here flee. Prudential stays, committing to help rebuild Newark and publicly reasserts its dedication to equal employment opportunity. Within five years, Prudential earmarks $333 million in investment aid for affected cities.
Frank J. Rady becomes the 20,000th employee in company history to complete 20 years of service. It was not uncommon to have three generations of families working at Prudential.
We become the first life insurance company to advertise on television, sponsoring “Prudential Family Playhouse.” Prudential celebrates the 75th anniversary of its founding.
Our Newark building stands as a symbol of our commitment to support U.S. troops and housed the Office of Dependency Benefits, responsible for payment to military dependents and their families. For four years Prudential paid out more than $70 million in claims on nearly 100,000 policies as a result of casualties during World War II.
Our fixed income investment business begins managing fixed income accounts for institutional clients.
We started using computers in 1935 in collaboration with a little-known company called International Business Machines, aka IBM.
1935
We were among the first U.S. companies to institute the large-scale use of the telephone.
WHO Knew? THe TElephone
Customer satisfaction becomes a hallmark of this business from day one, so it’s not surprising that some group clients have been with us for more than 80 years.
PIONEERS IN GROWTH EQUITY
1985
a fund family is born
The firm acquires growth-equity specialist Jennison Associates, founded in 1969 by Spiros 'Sig' Segalas, who built one of the industry's longest growth equity track records.
Pioneers in equity growth
Our mutual fund management business is established, now called PGIM Investments, to administer our growing family of mutual funds.
A family fund is born
A new leader in loans
1956
Laying the groundwork for what would become PGIM Private Capital, a new commercial and industrial loan department is created to provide capital to small and mid-size companies.
Cleveland Public Library: our First group pension
On Sept. 16, 1928, the Group Pension Department within the The Prudential Insurance Company of America issues its initial group annuity, called Contract No. 101, assuming pension risk for the Cleveland Public Library in Ohio. As part of the policy, the library’s employees would earn a small pension benefit for each year of employment, paid by Prudential upon their retirement. They are still our client today.
Cleveland Public Library: our FIRST group pension
In 1979, a joint venture “Sony Prudential Life” was established with the aim of exchanging Prudential’s expertise in life insurance and Sony’s capability with business development in Japan. At the heart of this new venture was charismatic visionary Kiyofumi Sakaguchi, who teamed with Joe Dunn, a senior Prudential executive, to adapt the U.S. agency system to Japan. Together, the company introduced a unique approach to the sale of life insurance in Japan, using college-educated life insurance professionals, called Life Planners to design and offer highly personalized recommendations with the best possible service to customers. The Life Planner model has been extremely successful in Japan, marking a major transformation that moved away from the traditional sales method and serves as the basis for all PII Life Planner companies around the world.
PRUDENTIAL OF BRAZIL EMERGES
Prudential do Brasil, or Prudential of Brazil (POB), was Prudential’s first venture into Latin America. Established on Sept. 9, 1997 as a joint venture with Bradesco Seguros, POB became a fully owned subsidiary in 2002. The company initially focused on selling life insurance through the Life Planner model to Brazilian customers. In 2010, distribution was expanded to include a third-party channel catering to businesses and organizations throughout the country and in 2018, POB acquired the group life business from Itaú Unibanco Holding S.A., expanding its solution portfolio. POB continues to play an important role in helping provide financial security and shape the life insurance landscape in Brazil.
1979
Explore our timeline
HERE THEN
HERE NOW
HERE TOMORROW
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Here now
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©2025 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.
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Prudential 150 years
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THE INTERNET IS HERE. NOW WHAT?
You can imagine how many times Prudential has radically transformed over the decades: through global power shifts, changing consumer habits, and the rise of new technologies. To turn 150 years old, you must be able to evolve in profound ways. Yet, at Prudential, the core of our founding principle remains true: everyone deserves financial security. Check out some highlights from our present:
2001
Prudential goes public
Prudential goes public in the largest IPO following 9/11. It is hailed as an important step for rebuilding confidence in the markets. By the time the closing bell rings on the New York Stock Exchange, the company raises $5 billion in capital.
$1 billion in impact investments made to date
2004
A testament to Prudential’s dedication to philanthropy and positive social impact, we surpass the $1B in impact investing to social enterprises, financial intermediaries, and real assets in the areas of financial inclusion, education, affordable housing, and transformative infrastructure.
who knew? Making history
2012
A new era of PRT
Strategic Acquisitions: Star and Edison
Meeting the moment: Disaster Relief and Resiliency
Introducing PGIM to the world
2016
The House that Sakaguchi built
Going from strength to strength
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AI Transforms underwriting
2017
2022
PGIM’s workplace culture stands out
2023
Now is the time for “Now what?”
Building Financial Inclusion: Blueprints to Black Wealth
Massive momentum in customer experience
2024
Prudential is one of the five founding donors of the Smithsonian National Museum of African American History and Culture in Washington, D.C..
Prudential signs a landmark pension risk transfer agreement with General Motors (GM). As a result of the deal, it's the largest of its kind in the U.S.. Building on that momentum, Prudential signs another groundbreaking pension risk transfer with Verizon in that same year, setting the stage for our most recent deal with them in 2024.
To expand its footprint in Asia, Prudential successfully acquired AIG Star Life Insurance Co. (“Star”) and AIG Edison Life Insurance Company (“Edison”) in Japan. This acquisition, which was completed on Sept. 30, 2010, marked a significant step toward solidifying Prudential’s presence in the Japanese market and providing diverse insurance solutions to customers worldwide. The addition of AIG Star and Edison, two reputable companies with strong customer bases and wide-reaching distribution networks, greatly boosted Prudential’s competitive position. The deal was valued at approximately $4.8 billion, making it one of the largest in Prudential’s history. This not only provided Prudential with an expanded clientele but also enabled the company to utilize the comprehensive product portfolios of AIG Star and Edison, helping solidify Prudential’s status as one of the top foreign life insurance companies.
Prudential’s unique approach to disaster management encompasses immediate relief, recovery, rebuilding, and preparedness. In line with our Purpose, we ensure that resiliency is a critical part of our efforts. Our support addresses crises around the globe, such as Prudential's 500 million yen ($6.1 million USD) donation to support relief and rebuilding efforts in Japan after the 2011 tsunami. Grants to organizations such as UNICEF help millions of individuals and communities to withstand and recover from the financial impact of disasters.
The world was introduced to PGIM, a leading global asset manager with deep investment expertise across public and private markets. This rebranding united PGIM’s global scale and risk management experience while retaining an investment culture that embraced specialized expertise within each asset class. Explore how PGIM is focused on helping institutional investors reach their long-term goals at PGIM.com.
On Oct. 14, 2017, Prudential of Japan officially celebrated its 30th, or “pearl,” anniversary. Created in October 1987 as Prudential’s first life insurance operation outside North America, POJ is the model for International Insurance’s Life Planner companies around the world and continues the extraordinary legacy of Kiyofumi Sakaguchi who passed in 2002.
I can say with absolute conviction that our company is in its best shape ever … Keep in mind that these confident comments are from the vantage point of someone who’s been a part of this company for 40 years. - John Strangfeld Former Prudential CEO, 2018
Not shy to embrace new technology, Prudential expedites customer service by introducing artificial intelligence initiatives in underwriting, which significantly reduce processing times—from 22 days to 22 seconds, in some cases.
PGIM is consistently recognized for having one of the top workplace cultures in the investment management industry.
A new advertising campaign “Now what?” distinguishes Prudential from the competition by encouraging consumers to use uplifting moments to secure their financial future.
Blueprints to Black Wealth is Prudential’s first holistic business growth strategy focused on the financial journey of Black Americans. Blueprints builds on Prudential’s long-standing commitment to invest in communities, organizations, and institutions that drive true economic inclusion. It is based on a deep understanding of the power of the Black community and the importance of generational wealth building, in support of Prudential’s Vision and Strategy of expanding access.
We’ve prioritized the customer experience (CX) and improved our digital platforms, resulting in multiple CX awards including Forrester’s coveted "Customer Obsession Award" and "Best CX Strategy" at the U.S. Customer Experience Awards.
Prudential’s customers have chosen a company that has endured challenging and unforeseen events over its 150 years of existence. Providing financial security and peace of mind to our customers is what we do, and we do it well. We remain strong and ready to serve and support them.
-CHARLES F. LOWREY
Chairman and CEO, 2024
GIBRALTAR LIFE, A NEW BUSINESS MODEL
Global growth accelerates
Prudential’s investment management businesses embark on a new century of growth, beginning with the acquisition of an asset management company in the APAC region. How many offices does PGIM have worldwide today?
A) 19
B) 26
C) 33
D) 41
Correct Answer: 41
2000
2010
2008
PRUDENTIAL GIBRALTAR FINANCIAL LIFE: A SUCCESSFUL EXPERIMENT
A symbol of strength through the Global Financial Crisis
Gibraltar Life Insurance was established in Japan in 2001 when Prudential acquired Kyoei Life Insurance. Based on the longstanding relationships it has cultivated over the decades with affiliated organizations, independent agencies, business partners, and customers all over the country, one of Gibraltar Life Insurance’s key strengths is their deep connection with their customers as they continue to be a trusted provider in Japan’s life insurance landscape. Additionally, Gibraltar Life plays a key role as a stabilizing force in the Japanese insurance industry while also contributing to Prudential Financials’ global expansion strategy.
A symbol of strength through the Global financial crisis
When the world stops lending capital to mid-size businesses during the financial crisis, we continue to provide it—to the tune of $15 billion from October 2008 to December 2009.
Gibraltar Life Insurance in Japan began an experiment to meet the needs of new customers by selling products through an emerging bank. Early success in this market allowed Gibraltar to acquire Daiwa Life, an important step in creating a new company: Prudential Gibraltar Financial Life, or PGFL. Founded on April 1, 2010, Prudential Gibraltar Financial Life is headquartered in Tokyo and focused on the bancassurance market. PGFL provides a range of insurance products including life insurance, nursing care, and retirement, with a focus on helping secure clients’ financial futures and solving their underlying financial risks. Establishing the company underscores Prudential’s commitment to diversifying operations and extending reach to help ensure financial security for more communities.
Here Tomorrow
Prudential Now
Transcript
HERE FOR OUR CUSTOMERS, CLIENTS, AND COMMUNITIES
After 150 years, we know how quickly things can change, but one thing won’t: our dedication to expanding access to investing, insurance, and retirement security. From A.I. to longevity to building community, we’re fully focused on the future and excited for the next 150 years.
What do you think health, wealth, tech, and work will look like in 50 years? Take the quiz now and explore your outlook for the future.
The 1-50 Quiz
Take the quiz
1 survey, 50 years in the future
Prudential celebrates our 150TH anniversary
2025
Helping millions more live a better life, longer
The rise of Generation Beta
Rising to the Occasion: The Great Wealth Transfer
2045
FLASH FORWARD: USING AI TO INSPIRE REAL PERSPECTIVE
USA
MEXICO
ColOmbia
PERU
CHILE
BRAZIL
GHANA
SOUTH AFRICA
KENYA
INDIA
JAPAN
CHINA
A Glimpse Into Our Global GROWTH
Explore Prudential and PGIM’s presence around the globe.
INDONESIA
sAN FRANCISCO
Los Angeles
MEXICO CITY
MINNEAPOLIS
CHICAGO
MEMPHIS
Dallas
MIAMI
ORLANDO
ATLANTA
TORONTO
BOSTON
NEW YORK
NEWARK
SYDNEY
MUMBAI
SINGAPORE
hong kong
TAIPEI
TOKYO
Seoul
Shanghai
AMSTERDAM
MADRID
LETTERKENNY
LONDON
PARIS
FRANKFURT
MUNICH
MILAN
ZURICH
Dubbed the largest transfer of wealth in history, Forbes estimates that over $90T (Capital T, Trillion) in assets are expected to pass between generations over the next 20 years. Prudential will once again rise to the occasion to help people as they rethink their jobs, lifestyles, and retirement.
We will witness the rise of Generation Beta, those born between 2025 and 2039. As the human genome continues to be thought of as code that can be “hacked”, living to 120 could become the norm. As people live longer, we will need to reimagine what retirement looks like so that we can be there for our clients—protecting their life’s work.
With Flash Forward, we're embracing technology to help people visualize their perfect retirement.
Prudential serves over 50 million customers in over 50 countries, while PGIM establishes itself as a leading global asset manager with over $1.2 trillion AUM.
Prudential will continue to evolve to address the changing needs of our customers and clients and achieve long-term sustainable growth. That’s how we will help more people enjoy financial security and prosperity and realize our vision to be a global leader in expanding access to investing, insurance, and retirement security.
A bright future for affordable lending in real estate
With mission-driven and affordable multifamily financing, PGIM Real Estate takes an active role across the industry to help to drive the future of affordable lending. With over $210 billion AUM/AUA globally, we strive to deliver exceptional outcomes for borrowers through a range of financing solutions and through our platform, remain committed to engaging in practices that ignite positive environmental and social impact, while pursuing activities that seek to strengthen communities.
helping millions more live a better life, longer
Just like when we were founded, we’re meeting tomorrow’s challenges, head on.
Here for the next 150 years
Below is a world map that features yellow and white dots which represent where Prudential and PGIM do business. The Prudential locations are specified in countries: USA, Mexico, Columbia, Peru, Brazil, Chile, Ghana, Kenya, South Africa, India, China, Japan, and Indonesia. The PGIM locations are specified in cities: Newark, New York, Boston, Chicago, Memphis, Minneapolis, Atlanta, Orlando, Miami, Dallas, Los Angeles, San Francisco, Toronto, Mexico City, London, Letterkenny, Amsterdam, Paris, Madrid, Zurich, Milan, Munich, Frankfurt, Mumbai, Singapore, Hong Kong, Shanghai, Taipei, Seoul, Tokyo, and Sidney.
