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Prudential MyRock® Advisor, first product offered

June 08, 2023

Prudential Advisors, the closely aligned distribution arm of Prudential Financial’s U.S. Businesses, has introduced fee-based annuities to its expanding advisory platform. The new offering provides clients with investment advice for an asset-based fee when purchasing an annuity, and it can provide an integrated view of clients’ investments, including their annuity assets, in a single report. The first annuity available will be the Prudential MyRock® Advisor variable annuity. The product is issued by Pruco Life Insurance Company.

Prudential Advisors has evolved its focus from distribution of the company’s traditional insurance and retirement income products toward a holistic financial planning-based approach. As part of this shift, the business continues to add to its advisory and investments-oriented offerings, as seen in recent years through the expansion of its third-party strategist model with additional money managers and the addition of direct indexing and securities-based lines of credit.

“The addition of fee-based annuities was natural given the growth of our investments business,” said Pat Hynes, vice president and head of Field Sales at Prudential Advisors. “At the same time, it was important that we took the time to get the client and advisor experience right, providing a product offering that many clients prefer along with an experience that is integrated into their overall investment reporting.”

Prudential Advisors used the firm’s managed money platform provider, Envestnet, and its affiliated company FIDx, the team behind the Insurance Exchange, to help create the integrated client and advisor experience. The offering:

  • Fully integrates into the Prudential Financial ecosystem, enabling the potential for a 100% paperless experience, including e-signature.
  • Gives advisors the ability to research annuity products and subaccounts — all within their dashboard.
  • Solves most errors that lead to applications being not in good order (NIGOs).
  • Imports client data to prefill an annuity proposal.
  • Checks the licensing requirements of the advisor.
  • Confirms state availability of products.
  • Ensures the annuity aligns with a client’s needs.

Managed Income Solutions will initially feature the Prudential MyRock Advisor variable annuity, which offers the potential for tax-deferred growth and two optional protection features that can help clients meet their long-term investment goals.

MyRock Advisor offers clients:

  • Tax deferral1 and income tax-free transfers within the annuity – Help clients keep more of their money invested for the potential to accumulate quicker than a taxable account.
  • Protected Lifetime Income – MyRock Advisor variable annuity’s optional Dynamic Income Benefit®,2 available for an additional fee, can provide the potential to generate protected lifetime income based on the performance of the investment options.
  • Flexibility – A fully liquid, customizable product allows you to adjust some features as needs evolve over time.
  • Diversification3 – Access to a broad range of investments from well-known money managers, allowing you to customize portfolios tailored to a client’s risk profile and goals.
  • Beneficiary protection – Through the basic death benefit or by electing the optional Return of Adjusted Purchase Payments death benefit.

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Prudential Advisors supports the growth and success of nearly 3,000 financial professionals, fee-based financial planners, financial advisors, and field managers across the country, supported by several hundred home office associates and field management. The business enables financial professionals to deliver holistic financial advice by aligning industry-leading resources, tools and expertise with an open architecture approach to investment solutions. For more information, please visit

Prudential Financial, Inc. (NYSE: PRU), a global financial services leader and premier active global investment manager with approximately $1.4 trillion in assets under management as of March 31, 2023, has operations in the United States, Asia, Europe, and Latin America. Prudential’s diverse and talented employees help make lives better by creating financial opportunity for more people by expanding access to investing, insurance, and retirement security. Prudential’s iconic Rock symbol has stood for strength, stability, expertise, and innovation for nearly 150 years. For more information, please visit

Because qualified retirement plans, IRAs and variable annuities offer a tax-deferral feature, you should carefully consider the other features, benefits, risks and costs associated with a variable annuity before purchasing one in either a qualified plan or an IRA.

2 Not available in all states.

3 Diversification does not ensure against loss in a declining market.

A variable annuity is a long-term investment designed for retirement purposes. Investment returns and the principal value of an investment will fluctuate so that an investor’s units, when redeemed, may be worth more or less than the original investment. Withdrawals or surrenders may be subject to contingent deferred sales charges. Withdrawals and distributions of taxable amounts are subject to ordinary income tax and, if made prior to age 59½, may be subject to an additional 10% federal income tax penalty, sometimes referred to as an additional income tax. Withdrawals reduce the account value and the living and death benefits.

Investors should consider the features of the contract and the underlying portfolios’ investment objectives, policies, management, risks, charges and expenses carefully before investing. This and other important information is contained in the prospectus, which can be obtained from your financial professional. Please read the prospectus carefully before investing.

It is possible to lose money by investing in securities.

Variable annuities are issued by Pruco Life Insurance Company (in New York, by Pruco Life Insurance Company of New Jersey), Newark, NJ (main office) and distributed by Prudential Annuities Distributors, Inc., Shelton, CT. All are Prudential Financial companies and each is solely responsible for its own financial condition and contractual obligations.

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. If you would like information about your particular investment needs, please contact a financial professional.

Optional benefits may not be available in every state and have requirements for election and other restrictions. Dynamic Income Benefit cannot be canceled in the first year following election; however, upon specified events, we may terminate the benefit. The benefit charges are in addition to fees and charges associated with the basic annuity. Please see the prospectus for more information.

Because qualified retirement plans, IRAs, and variable annuities offer a tax-deferral feature, clients should carefully consider the other features, benefits, risks, and costs associated with a variable annuity before purchasing one in either a qualified plan or an IRA. Before purchasing a variable annuity, clients should take full advantage of their 401(k)s and other qualified plans.

We do not provide tax, accounting or legal advice. Clients should still consult their own independent advisors as to any tax, accounting or legal statements made herein.

Pruco Securities, LLC is an investment adviser registered with the SEC and provides investment advisory services and programs under the marketing name Prudential Financial Planning Services (“PFPS”). Registration as an investment adviser does not imply any level of skill or training. Additional information about Pruco Securities, LLC is also available on the SEC’s website at

© 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.


Media Contact(s)

Marisa Amador
(973) 802-8969