Prudential Financial's Slogans & Taglines

Prudential Financial, Inc. is an American Fortune Global 500 company founded in 1875 and headquartered in Newark, New Jersey. It is one of the largest publicly held insurance and financial services providers in the United States, offering insurance, investment management, and retirement products to retail and institutional customers throughout the country and in over 30 other countries. With approximately $1.6 trillion in assets under management, the company operates across the United States, Asia, Europe, and Latin America. Its core portfolio includes life insurance, annuities, retirement plans, asset management, and real estate services, serving millions of individual and institutional customers worldwide.

Brand messaging has long centred on the iconic Rock of Gibraltar symbol, introduced in the 1890s as a representation of corporate strength and permanence. The classic tagline Get a piece of the rock became one of the most recognizable slogans in financial services, conveying stability and security to generations of policyholders. In the 1990s, the company adopted Rock Solid. Market Wise., reflecting its dual commitment to financial strength and investment acumen. Early advertising also used Strength of Gibraltar to underscore the company’s enduring reliability and foundational values.