Around the Industry: Prudential Investments

by on Jun 10, 2013

Our new Around the Industry series will review the websites and digital resources offered by leading financial services firms that fall outside of our Monitor Services coverage groups. Here, our Mutual Fund Monitor team looks at Prudential Investments.

Prudential Investments LogoA division of the financial services giant, Prudential Investments leverages the firm’s expertise and reputation across the business world to offer a detailed and competitive asset management service. The Prudential Investments website offers a serviceable mutual fund platform and the public site includes many online features common across the industry.

Homepage
Prudential Investments’ homepage features the standard rotating banner images and press release feed, which are typical of many other asset management firms. The highlight is the fund finder in the center of the page, which allows users explore the firm’s open-ended funds by three methods: entering fund name, number or CUSIP, browsing categories like Equity or Asset Allocation funds, or choosing a specific fund from the dropdown menu. This kind of homepage feature is helpful for accelerating site navigation.

Prudential Investments Homepage
Prudential Investments Homepage
Fund Profiles
The fund profile pages provide users with all the information they will need – hypothetical growth charts, pricing, management profiles and any available Morningstar style information – but without visual appeal and optimal navigation. However, Prudential Investments makes up for its fund profiles’ weak design by encouraging users to read quarterly Fund Fact Sheets, offered as PDFs, which present all important fund information in a succinct format.

Asset Allocation Fund Fact Sheet
Asset Allocation Fund Fact Sheet
Commentaries
Prudential’s commentary resources are located in the site’s Learning Center tab, which also includes glossaries, tax information and other helpful documentation. Unlike many other sites, Prudential Investments provides a fairly extensive summary of each document, helping users be better prepared to interpret relevant data and concepts within each piece.

Prudential Thought Leadership
Prudential Thought Leadership
Closing Thoughts
Prudential Investments’ public site presents users with a no-frills online asset management experience. The homepage is well-designed and serves to expedite navigation throughout the site. The fund profiles have shortcomings in terms of design; however, they offer informative and are supplemented by Fact Sheets that effectively communicate key data. Overall, Prudential Investment offers a solid public website that serves as a good foundation for the firm as they build out their asset management web presence.