Prudential Financial (PRU) Competitors $103.06 +0.21 (+0.20%) Closing price 03:59 PM EasternExtended Trading$103.13 +0.07 (+0.07%) As of 05:29 PM Eastern Extended trading is trading that happens on electronic markets outside of regular trading hours. This is a fair market value extended hours price provided by Polygon.io. Learn more. Add Compare Share Share Competitors Stock AnalysisAnalyst ForecastsChartCompetitorsDividendEarningsFinancialsHeadlinesInsider TradesOptions ChainOwnershipSEC FilingsShort InterestSustainabilityTrendsBuy This Stock PRU vs. BHF, AIZ, AMP, CNO, EQH, LNC, MET, ORI, PFG, and RDNShould you be buying Prudential Financial stock or one of its competitors? The main competitors of Prudential Financial include Brighthouse Financial (BHF), Assurant (AIZ), Ameriprise Financial (AMP), CNO Financial Group (CNO), Equitable (EQH), Lincoln National (LNC), MetLife (MET), Old Republic International (ORI), Principal Financial Group (PFG), and Radian Group (RDN). These companies are all part of the "finance" sector. Prudential Financial vs. Its Competitors Brighthouse Financial Assurant Ameriprise Financial CNO Financial Group Equitable Lincoln National MetLife Old Republic International Principal Financial Group Radian Group Prudential Financial (NYSE:PRU) and Brighthouse Financial (NASDAQ:BHF) are both finance companies, but which is the superior business? We will contrast the two companies based on the strength of their dividends, analyst recommendations, risk, valuation, media sentiment, institutional ownership, earnings and profitability. Do analysts prefer PRU or BHF? Prudential Financial currently has a consensus target price of $122.08, suggesting a potential upside of 18.46%. Brighthouse Financial has a consensus target price of $59.67, suggesting a potential upside of 11.48%. Given Prudential Financial's higher probable upside, research analysts clearly believe Prudential Financial is more favorable than Brighthouse Financial.Company Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score Prudential Financial 1 Sell rating(s) 10 Hold rating(s) 1 Buy rating(s) 0 Strong Buy rating(s) 2.00Brighthouse Financial 2 Sell rating(s) 4 Hold rating(s) 1 Buy rating(s) 1 Strong Buy rating(s) 2.13 Which has more risk & volatility, PRU or BHF? Prudential Financial has a beta of 1.07, meaning that its share price is 7% more volatile than the S&P 500. Comparatively, Brighthouse Financial has a beta of 0.87, meaning that its share price is 13% less volatile than the S&P 500. Does the media refer more to PRU or BHF? In the previous week, Prudential Financial had 8 more articles in the media than Brighthouse Financial. MarketBeat recorded 17 mentions for Prudential Financial and 9 mentions for Brighthouse Financial. Prudential Financial's average media sentiment score of 1.13 beat Brighthouse Financial's score of 0.84 indicating that Prudential Financial is being referred to more favorably in the media. Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment Prudential Financial 12 Very Positive mention(s) 0 Positive mention(s) 5 Neutral mention(s) 0 Negative mention(s) 0 Very Negative mention(s) Positive Brighthouse Financial 4 Very Positive mention(s) 1 Positive mention(s) 4 Neutral mention(s) 0 Negative mention(s) 0 Very Negative mention(s) Positive Which has better earnings & valuation, PRU or BHF? Prudential Financial has higher revenue and earnings than Brighthouse Financial. Brighthouse Financial is trading at a lower price-to-earnings ratio than Prudential Financial, indicating that it is currently the more affordable of the two stocks. CompanyGross RevenuePrice/Sales RatioNet IncomeEarnings Per SharePrice/Earnings RatioPrudential Financial$68.05B0.53$2.73B$4.5122.85Brighthouse Financial$4.72B0.65$388M$9.245.79 Is PRU or BHF more profitable? Brighthouse Financial has a net margin of 10.24% compared to Prudential Financial's net margin of 2.75%. Brighthouse Financial's return on equity of 21.06% beat Prudential Financial's return on equity.Company Net Margins Return on Equity Return on Assets Prudential Financial2.75% 15.80% 0.64% Brighthouse Financial 10.24%21.06%0.47% Do institutionals & insiders hold more shares of PRU or BHF? 56.8% of Prudential Financial shares are held by institutional investors. Comparatively, 81.2% of Brighthouse Financial shares are held by institutional investors. 0.3% of Prudential Financial shares are held by company insiders. Comparatively, 1.4% of Brighthouse Financial shares are held by company insiders. Strong institutional ownership is an indication that large money managers, hedge funds and endowments believe a stock is poised for long-term growth. SummaryPrudential Financial and Brighthouse Financial tied by winning 8 of the 16 factors compared between the two stocks. Get Prudential Financial News Delivered to You Automatically Sign up to receive the latest news and ratings for PRU and its competitors with MarketBeat's FREE daily newsletter. Subscribe Now View SMS TermsBy entering your phone number and clicking the sign-up button, you agree to receive periodic text messages from MarketBeat at the phone number you submitted, including texts that may be sent using an automatic telephone dialing system. Message and data rates may apply. Message frequency will vary. Messages will consist of stock alerts, news stories, and partner advertisements/offers. Consent is not a condition of the purchase of any goods or services. Text HELP for help/customer support. Unsubscribe at any time by replying "STOP" to any text message that you receive from MarketBeat or by visiting our mailing preferences page. Read our full terms of service and privacy policy. New MarketBeat Followers Over TimeWhat are MarkeBeat Followers?This chart shows the number of new MarketBeat users adding PRU and its top 5 competitors to their watchlist. Each company is represented with a line over a 90 day period. Skip ChartMedia Sentiment Over TimeWhat is Media Sentiment?This chart shows the average media sentiment of NYSE and its competitors over the past 90 days as caculated by MarketBeat. The averaged score is equivalent to the following: Very Negative Sentiment <= -1.5, Negative Sentiment > -1.5 and <= -0.5, Neutral Sentiment > -0.5 and < 0.5, Positive Sentiment >= 0.5 and < 1.5, and Very Positive Sentiment >= 1.5.Skip Chart PRU vs. The Competition Export to ExcelMetricPrudential FinancialINS IndustryFinance SectorNYSE ExchangeMarket Cap$36.28B$20.62B$12.65B$21.66BDividend Yield5.21%2.62%5.42%3.51%P/E Ratio22.8513.76241.6030.08Price / Sales0.532.4630.9661.19Price / Cash7.4217.4119.8318.30Price / Book1.303.672.324.64Net Income$2.73B$1.62B$1.01B$1.00B7 Day Performance0.93%0.70%0.46%0.98%1 Month Performance-6.14%-3.50%1.68%2.77%1 Year Performance-14.68%17.55%539.87%15.20% Prudential Financial Competitors List Export to ExcelCompanyMarketRankShare PriceAnalysts' Price Target1Y Price PerformanceMarket CapRevenueP/E RatioEmployee CountIndicator(s)PRUPrudential Financial4.8781 of 5 stars$103.06+0.2%$122.08+18.5%-15.2%$36.28B$68.05B22.8538,196Positive NewsBHFBrighthouse Financial4.6507 of 5 stars$47.21-3.6%$59.67+26.4%+25.2%$2.70B$4.72B5.111,400News CoveragePositive NewsAIZAssurant4.8603 of 5 stars$208.36-2.2%$233.29+12.0%+8.8%$10.51B$12.30B15.0914,200Positive NewsAMPAmeriprise Financial4.7326 of 5 stars$486.99-2.0%$534.71+9.8%+7.4%$45.91B$17.26B15.1513,600Positive NewsCNOCNO Financial Group4.6622 of 5 stars$39.40+0.4%$43.40+10.2%+12.6%$3.82B$4.45B14.543,500Positive NewsEQHEquitable4.3397 of 5 stars$53.28-1.4%$64.90+21.8%+28.4%$15.96B$12.44B42.978,000LNCLincoln National4.9461 of 5 stars$41.23-2.2%$39.70-3.7%+28.6%$7.82B$18.44B7.209,783METMetLife4.9882 of 5 stars$80.46-0.5%$95.60+18.8%+0.3%$53.51B$70.99B13.6445,000ORIOld Republic International4.7362 of 5 stars$39.88-1.0%$43.50+9.1%+15.9%$9.91B$8.67B13.669,400Positive NewsAnalyst UpgradePFGPrincipal Financial Group3.9616 of 5 stars$82.95+0.3%$86.90+4.8%-4.0%$18.48B$15.13B12.4219,300Positive NewsRDNRadian Group2.9724 of 5 stars$34.76-1.1%$37.00+6.5%+4.0%$4.71B$1.29B8.751,400Analyst Revision Related Companies and Tools Related Companies Brighthouse Financial Competitors Assurant Competitors Ameriprise Financial Competitors CNO Financial Group Competitors Equitable Competitors Lincoln National Competitors MetLife Competitors Old Republic International Competitors Principal Financial Group Competitors Radian Group Competitors Top 10 Stock Comparisons Semiconductor Stocks Artificial Intelligence Stocks Growth Stocks Magnificent Seven Stocks Pharmaceutical Stocks Ecommerce Stocks Bitcoin Stocks Meme Stocks Cryptocurrency Stocks Cybersecurity Stocks This page (NYSE:PRU) was last updated on 9/23/2025 by MarketBeat.com Staff From Our PartnersTrump’s national nightmare is herePorter Stansberry and Jeff Brown say a new U.S. national emergency is already underway — and it could trigger ...Porter & Company | SponsoredHe Called Nvidia at $1.10. 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