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Prudential Financial (PRU) Competitors

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$123.55 +1.14 (+0.93%)
Closing price 11/13/2026 03:59 PM Eastern
Extended Trading
$123.65 +0.10 (+0.08%)
As of 11/13/2026 07:30 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 Massive. Learn more.

PRU vs. PFG, AIZ, CNO, EQH, and LNC

Should you buy Prudential Financial stock or one of its competitors? Prudential Financial's main competitors and comparable companies include Principal Financial Group (PFG), Assurant (AIZ), CNO Financial Group (CNO), Equitable (EQH), and Lincoln National (LNC). Companies are selected based on similarities in market, industry, and size. These companies are all part of the "finance" sector.

How does Prudential Financial compare to Principal Financial Group?

Prudential Financial (NYSE:PRU) and Principal Financial Group (NASDAQ:PFG) are both large-cap finance companies, but which is the better investment? We will contrast the two businesses based on the strength of their risk, media sentiment, dividends, valuation, profitability, institutional ownership, earnings and analyst recommendations.

Prudential Financial currently has a consensus target price of $115.67, indicating a potential downside of 6.38%. Principal Financial Group has a consensus target price of $107.75, indicating a potential downside of 5.11%. Given Principal Financial Group's stronger consensus rating and higher possible upside, analysts clearly believe Principal Financial Group is more favorable than Prudential Financial.

Company Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Prudential Financial
6 Sell rating(s)
9 Hold rating(s)
2 Buy rating(s)
0 Strong Buy rating(s)
1.76
Principal Financial Group
3 Sell rating(s)
6 Hold rating(s)
3 Buy rating(s)
0 Strong Buy rating(s)
2.00

56.8% of Prudential Financial shares are owned by institutional investors. Comparatively, 75.1% of Principal Financial Group shares are owned by institutional investors. 0.1% of Prudential Financial shares are owned by insiders. Comparatively, 1.1% of Principal Financial Group shares are owned by insiders. Strong institutional ownership is an indication that large money managers, hedge funds and endowments believe a stock is poised for long-term growth.

Prudential Financial has a beta of 0.85, meaning that its share price is 15% less volatile than the broader market. Comparatively, Principal Financial Group has a beta of 0.87, meaning that its share price is 13% less volatile than the broader market.

Prudential Financial has higher revenue and earnings than Principal Financial Group. Prudential Financial is trading at a lower price-to-earnings ratio than Principal Financial Group, indicating that it is currently the more affordable of the two stocks.

CompanyGross RevenuePrice/Sales RatioNet IncomeEarnings Per SharePrice/Earnings Ratio
Prudential Financial$57.68B0.73$3.58B$10.9911.24
Principal Financial Group$15.63B1.54$1.19B$9.0012.62

In the previous week, Prudential Financial had 25 more articles in the media than Principal Financial Group. MarketBeat recorded 31 mentions for Prudential Financial and 6 mentions for Principal Financial Group. Principal Financial Group's average media sentiment score of 1.09 beat Prudential Financial's score of 0.77 indicating that Principal Financial Group is being referred to more favorably in the news media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Prudential Financial
15 Very Positive mention(s)
4 Positive mention(s)
5 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive
Principal Financial Group
3 Very Positive mention(s)
0 Positive mention(s)
2 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive

Prudential Financial pays an annual dividend of $5.60 per share and has a dividend yield of 4.5%. Principal Financial Group pays an annual dividend of $3.36 per share and has a dividend yield of 3.0%. Prudential Financial pays out 51.0% of its earnings in the form of a dividend. Principal Financial Group pays out 37.3% of its earnings in the form of a dividend. Both companies have healthy payout ratios and should be able to cover their dividend payments with earnings for the next several years. Prudential Financial has increased its dividend for 18 consecutive years and Principal Financial Group has increased its dividend for 2 consecutive years. Prudential Financial is clearly the better dividend stock, given its higher yield and longer track record of dividend growth.

Principal Financial Group has a net margin of 11.89% compared to Prudential Financial's net margin of 6.75%. Principal Financial Group's return on equity of 16.51% beat Prudential Financial's return on equity.

Company Net Margins Return on Equity Return on Assets
Prudential Financial6.75% 16.38% 0.67%
Principal Financial Group 11.89%16.51%0.58%

Summary

Principal Financial Group beats Prudential Financial on 12 of the 19 factors compared between the two stocks.

How does Prudential Financial compare to Assurant?

Prudential Financial (NYSE:PRU) and Assurant (NYSE:AIZ) are both large-cap finance companies, but which is the superior investment? We will compare the two companies based on the strength of their earnings, media sentiment, dividends, valuation, analyst recommendations, institutional ownership, risk and profitability.

Prudential Financial pays an annual dividend of $5.60 per share and has a dividend yield of 4.5%. Assurant pays an annual dividend of $3.52 per share and has a dividend yield of 1.1%. Prudential Financial pays out 51.0% of its earnings in the form of a dividend. Assurant pays out 16.6% of its earnings in the form of a dividend. Both companies have healthy payout ratios and should be able to cover their dividend payments with earnings for the next several years. Prudential Financial has raised its dividend for 18 consecutive years and Assurant has raised its dividend for 21 consecutive years.

56.8% of Prudential Financial shares are held by institutional investors. Comparatively, 92.7% of Assurant shares are held by institutional investors. 0.1% of Prudential Financial shares are held by insiders. Comparatively, 0.5% of Assurant shares are held by insiders. Strong institutional ownership is an indication that endowments, hedge funds and large money managers believe a company will outperform the market over the long term.

Prudential Financial has higher revenue and earnings than Assurant. Prudential Financial is trading at a lower price-to-earnings ratio than Assurant, indicating that it is currently the more affordable of the two stocks.

CompanyGross RevenuePrice/Sales RatioNet IncomeEarnings Per SharePrice/Earnings Ratio
Prudential Financial$57.68B0.73$3.58B$10.9911.24
Assurant$12.81B1.23$872.70M$21.2615.16

Prudential Financial currently has a consensus target price of $115.67, indicating a potential downside of 6.38%. Assurant has a consensus target price of $341.86, indicating a potential upside of 6.08%. Given Assurant's stronger consensus rating and higher possible upside, analysts clearly believe Assurant is more favorable than Prudential Financial.

Company Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Prudential Financial
6 Sell rating(s)
9 Hold rating(s)
2 Buy rating(s)
0 Strong Buy rating(s)
1.76
Assurant
0 Sell rating(s)
0 Hold rating(s)
6 Buy rating(s)
2 Strong Buy rating(s)
3.25

In the previous week, Prudential Financial had 16 more articles in the media than Assurant. MarketBeat recorded 31 mentions for Prudential Financial and 15 mentions for Assurant. Prudential Financial's average media sentiment score of 0.77 beat Assurant's score of 0.65 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
15 Very Positive mention(s)
4 Positive mention(s)
5 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive
Assurant
3 Very Positive mention(s)
3 Positive mention(s)
7 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive

Assurant has a net margin of 7.80% compared to Prudential Financial's net margin of 6.75%. Assurant's return on equity of 20.44% beat Prudential Financial's return on equity.

Company Net Margins Return on Equity Return on Assets
Prudential Financial6.75% 16.38% 0.67%
Assurant 7.80%20.44%3.37%

Prudential Financial has a beta of 0.85, suggesting that its share price is 15% less volatile than the broader market. Comparatively, Assurant has a beta of 0.52, suggesting that its share price is 48% less volatile than the broader market.

Summary

Assurant beats Prudential Financial on 14 of the 20 factors compared between the two stocks.

How does Prudential Financial compare to CNO Financial Group?

Prudential Financial (NYSE:PRU) and CNO Financial Group (NYSE:CNO) are both finance companies, but which is the superior stock? We will compare the two companies based on the strength of their dividends, earnings, risk, valuation, analyst recommendations, profitability, institutional ownership and media sentiment.

Prudential Financial presently has a consensus price target of $115.67, indicating a potential downside of 6.38%. CNO Financial Group has a consensus price target of $56.00, indicating a potential downside of 2.57%. Given CNO Financial Group's stronger consensus rating and higher probable upside, analysts plainly believe CNO Financial Group is more favorable than Prudential Financial.

Company Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Prudential Financial
6 Sell rating(s)
9 Hold rating(s)
2 Buy rating(s)
0 Strong Buy rating(s)
1.76
CNO Financial Group
0 Sell rating(s)
3 Hold rating(s)
1 Buy rating(s)
2 Strong Buy rating(s)
2.83

56.8% of Prudential Financial shares are held by institutional investors. Comparatively, 95.4% of CNO Financial Group shares are held by institutional investors. 0.1% of Prudential Financial shares are held by company insiders. Comparatively, 3.4% of CNO Financial Group shares are held by company insiders. Strong institutional ownership is an indication that hedge funds, endowments and large money managers believe a company is poised for long-term growth.

Prudential Financial has a beta of 0.85, meaning that its share price is 15% less volatile than the broader market. Comparatively, CNO Financial Group has a beta of 0.8, meaning that its share price is 20% less volatile than the broader market.

In the previous week, Prudential Financial had 25 more articles in the media than CNO Financial Group. MarketBeat recorded 31 mentions for Prudential Financial and 6 mentions for CNO Financial Group. Prudential Financial's average media sentiment score of 0.77 beat CNO Financial Group's score of 0.34 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
15 Very Positive mention(s)
4 Positive mention(s)
5 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive
CNO Financial Group
2 Very Positive mention(s)
1 Positive mention(s)
2 Neutral mention(s)
1 Negative mention(s)
0 Very Negative mention(s)
Neutral

CNO Financial Group has a net margin of 9.19% compared to Prudential Financial's net margin of 6.75%. CNO Financial Group's return on equity of 22.64% beat Prudential Financial's return on equity.

Company Net Margins Return on Equity Return on Assets
Prudential Financial6.75% 16.38% 0.67%
CNO Financial Group 9.19%22.64%1.45%

Prudential Financial has higher revenue and earnings than CNO Financial Group. Prudential Financial is trading at a lower price-to-earnings ratio than CNO Financial Group, indicating that it is currently the more affordable of the two stocks.

CompanyGross RevenuePrice/Sales RatioNet IncomeEarnings Per SharePrice/Earnings Ratio
Prudential Financial$57.68B0.73$3.58B$10.9911.24
CNO Financial Group$4.49B1.19$229.30M$4.3813.12

Prudential Financial pays an annual dividend of $5.60 per share and has a dividend yield of 4.5%. CNO Financial Group pays an annual dividend of $0.72 per share and has a dividend yield of 1.3%. Prudential Financial pays out 51.0% of its earnings in the form of a dividend. CNO Financial Group pays out 16.4% of its earnings in the form of a dividend. Both companies have healthy payout ratios and should be able to cover their dividend payments with earnings for the next several years. Prudential Financial has increased its dividend for 18 consecutive years and CNO Financial Group has increased its dividend for 2 consecutive years. Prudential Financial is clearly the better dividend stock, given its higher yield and longer track record of dividend growth.

Summary

CNO Financial Group beats Prudential Financial on 11 of the 20 factors compared between the two stocks.

How does Prudential Financial compare to Equitable?

Equitable (NYSE:EQH) and Prudential Financial (NYSE:PRU) are both large-cap finance companies, but which is the superior business? We will contrast the two companies based on the strength of their dividends, valuation, profitability, institutional ownership, media sentiment, earnings, risk and analyst recommendations.

In the previous week, Prudential Financial had 23 more articles in the media than Equitable. MarketBeat recorded 31 mentions for Prudential Financial and 8 mentions for Equitable. Equitable's average media sentiment score of 1.07 beat Prudential Financial's score of 0.77 indicating that Equitable is being referred to more favorably in the media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Equitable
3 Very Positive mention(s)
3 Positive mention(s)
0 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive
Prudential Financial
15 Very Positive mention(s)
4 Positive mention(s)
5 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive

Prudential Financial has higher revenue and earnings than Equitable. Equitable 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 Ratio
Equitable$11.67B1.28-$1.38B$5.2110.78
Prudential Financial$57.68B0.73$3.58B$10.9911.24

Equitable has a net margin of 11.53% compared to Prudential Financial's net margin of 6.75%. Prudential Financial's return on equity of 16.38% beat Equitable's return on equity.

Company Net Margins Return on Equity Return on Assets
Equitable11.53% -3,089.96% 0.64%
Prudential Financial 6.75%16.38%0.67%

Equitable pays an annual dividend of $1.20 per share and has a dividend yield of 2.1%. Prudential Financial pays an annual dividend of $5.60 per share and has a dividend yield of 4.5%. Equitable pays out 23.0% of its earnings in the form of a dividend. Prudential Financial pays out 51.0% of its earnings in the form of a dividend. Both companies have healthy payout ratios and should be able to cover their dividend payments with earnings for the next several years. Equitable has increased its dividend for 2 consecutive years and Prudential Financial has increased its dividend for 18 consecutive years. Prudential Financial is clearly the better dividend stock, given its higher yield and longer track record of dividend growth.

Equitable presently has a consensus target price of $63.50, indicating a potential upside of 13.05%. Prudential Financial has a consensus target price of $115.67, indicating a potential downside of 6.38%. Given Equitable's stronger consensus rating and higher possible upside, analysts plainly believe Equitable is more favorable than Prudential Financial.

Company Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Equitable
0 Sell rating(s)
3 Hold rating(s)
11 Buy rating(s)
1 Strong Buy rating(s)
2.87
Prudential Financial
6 Sell rating(s)
9 Hold rating(s)
2 Buy rating(s)
0 Strong Buy rating(s)
1.76

Equitable has a beta of 1.06, indicating that its share price is 6% more volatile than the broader market. Comparatively, Prudential Financial has a beta of 0.85, indicating that its share price is 15% less volatile than the broader market.

92.7% of Equitable shares are held by institutional investors. Comparatively, 56.8% of Prudential Financial shares are held by institutional investors. 1.0% of Equitable shares are held by company insiders. Comparatively, 0.1% of Prudential Financial shares are held by company insiders. Strong institutional ownership is an indication that large money managers, endowments and hedge funds believe a company is poised for long-term growth.

Summary

Equitable beats Prudential Financial on 11 of the 20 factors compared between the two stocks.

How does Prudential Financial compare to Lincoln National?

Lincoln National (NYSE:LNC) and Prudential Financial (NYSE:PRU) are both finance companies, but which is the better investment? We will compare the two businesses based on the strength of their media sentiment, profitability, valuation, institutional ownership, risk, dividends, earnings and analyst recommendations.

Lincoln National has a beta of 1.16, indicating that its share price is 16% more volatile than the broader market. Comparatively, Prudential Financial has a beta of 0.85, indicating that its share price is 15% less volatile than the broader market.

Lincoln National currently has a consensus price target of $48.58, indicating a potential upside of 15.66%. Prudential Financial has a consensus price target of $115.67, indicating a potential downside of 6.38%. Given Lincoln National's stronger consensus rating and higher possible upside, equities analysts plainly believe Lincoln National is more favorable than Prudential Financial.

Company Sell Ratings Hold Ratings Buy Ratings Strong Buy Ratings Rating Score
Lincoln National
1 Sell rating(s)
5 Hold rating(s)
7 Buy rating(s)
0 Strong Buy rating(s)
2.46
Prudential Financial
6 Sell rating(s)
9 Hold rating(s)
2 Buy rating(s)
0 Strong Buy rating(s)
1.76

Lincoln National pays an annual dividend of $1.80 per share and has a dividend yield of 4.3%. Prudential Financial pays an annual dividend of $5.60 per share and has a dividend yield of 4.5%. Lincoln National pays out 11.1% of its earnings in the form of a dividend. Prudential Financial pays out 51.0% of its earnings in the form of a dividend. Both companies have healthy payout ratios and should be able to cover their dividend payments with earnings for the next several years. Prudential Financial has raised its dividend for 18 consecutive years. Prudential Financial is clearly the better dividend stock, given its higher yield and longer track record of dividend growth.

72.8% of Lincoln National shares are held by institutional investors. Comparatively, 56.8% of Prudential Financial shares are held by institutional investors. 1.0% of Lincoln National shares are held by company insiders. Comparatively, 0.1% of Prudential Financial shares are held by company insiders. Strong institutional ownership is an indication that endowments, large money managers and hedge funds believe a company will outperform the market over the long term.

In the previous week, Prudential Financial had 9 more articles in the media than Lincoln National. MarketBeat recorded 31 mentions for Prudential Financial and 22 mentions for Lincoln National. Prudential Financial's average media sentiment score of 0.77 beat Lincoln National's score of 0.23 indicating that Prudential Financial is being referred to more favorably in the news media.

Company Very Positive Positive Neutral Negative Very Negative Overall Sentiment
Lincoln National
7 Very Positive mention(s)
4 Positive mention(s)
3 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Neutral
Prudential Financial
15 Very Positive mention(s)
4 Positive mention(s)
5 Neutral mention(s)
0 Negative mention(s)
0 Very Negative mention(s)
Positive

Prudential Financial has higher revenue and earnings than Lincoln National. Lincoln National 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 Ratio
Lincoln National$18.21B0.44$1.18B$16.192.59
Prudential Financial$57.68B0.73$3.58B$10.9911.24

Lincoln National has a net margin of 16.36% compared to Prudential Financial's net margin of 6.75%. Lincoln National's return on equity of 17.02% beat Prudential Financial's return on equity.

Company Net Margins Return on Equity Return on Assets
Lincoln National16.36% 17.02% 0.39%
Prudential Financial 6.75%16.38%0.67%

Summary

Lincoln National beats Prudential Financial on 10 of the 19 factors compared between the two stocks.

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New MarketBeat Followers Over Time

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.
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Media Sentiment Over Time

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.
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PRU vs. The Competition

MetricPrudential FinancialInsurance IndustryFinance SectorNYSE Exchange
Market Cap$41.99B$19.98B$14.06B$23.48B
Dividend Yield4.57%3.18%4.92%3.78%
P/E Ratio11.2420.4419.7327.05
Price / Sales0.731.934.953.38
Price / Cash8.1012.6220.2315.51
Price / Book1.422.181.823.72
Net Income$3.58B$1.80B$1.33B$1.08B
7 Day Performance3.52%1.36%0.12%0.58%
1 Month Performance6.17%4.41%0.11%1.11%
1 Year Performance15.34%8.10%5.10%7.21%

Prudential Financial Competitors List

CompanyMarketRankShare PriceAnalysts' Price Target1Y Price PerformanceMarket CapRevenueP/E RatioEmployee CountIndicator(s)
PRU
Prudential Financial
4.1055 of 5 stars
$123.55
+0.9%
$115.67
-6.4%
N/A$41.99B$57.68B11.2436,824
PFG
Principal Financial Group
3.021 of 5 stars
$111.75
-0.9%
$107.75
-3.6%
N/A$23.71B$16.63B12.4111,600
AIZ
Assurant
3.9831 of 5 stars
$301.02
-1.9%
$327.14
+8.7%
N/A$14.85B$13.46B14.1614,800
CNO
CNO Financial Group
3.1162 of 5 stars
$55.69
-1.3%
$56.00
+0.6%
N/A$5.15B$4.54B12.723,300
EQH
Equitable
4.9836 of 5 stars
$52.66
-0.5%
$63.33
+20.3%
N/A$14.37B$11.67B10.108,000

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This page (NYSE:PRU) was last updated on 11/15/2026 by MarketBeat.com Staff.
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