Black and white illustration of a a large rock in water with white text on it and blue text on the top and bottom edge on a white background.
The Prudential Company was started in Newark, NJ, by insurer John Fairfield Dryden. It was one of the first companies to provide insurance to the middle class. Initially, the only coverage sold was burial insurance. The company adopted the name of the Prudential Insurance Company of America in 1877. A picture of a rock with the reference that the company had the “strength of Gibraltar” began being used in the company’s advertising in the 1890s.