Pru Exec: Many Women Prefer Patient Advisors

Although about half of Prudential's new producers are women or members of minority groups, Caroline Feeney, vice president of recruiting and development at the company's Prudential Insurance Company of America unit, emphasizes that selling to women is an equal-opportunity game.

In general, "anybody's that taking the time to develop a relationship will do well," Feeney says. "It's not a transactional sale."

Some women may prefer to buy individual stocks online or call a rep over the telephone simply to make sure that a trade went through. But surveys have shown that a majority of women want advisors who can help give them a thorough understanding of what they're doing with their money, Feeney says.

Prudential tries to help its career agents and field managers tap the market by offering special training programs focusing on the demographic segment, Feeney says.