Which financial institution offered their clients "a piece of the rock"?

Prudential offered its clients “a piece of the rock,” a reference to the company’s famous “Get a Piece of the Rock” advertising slogan.

The “rock” was the Rock of Gibraltar, which Prudential adopted as a symbol of strength and financial security. The company’s logo and advertising suggested that buying insurance or using Prudential’s financial services gave customers a share of that stability.

Prudential’s Rock of Gibraltar imagery dates to the 1890s, while the phrase “Piece of the Rock” appeared in advertising by at least 1962. The best-known campaign developed in the early 1970s, with versions including “Own a Piece of the Rock” and “Get a Piece of the Rock.” It promoted life insurance, annuities, and other financial products rather than selling an actual piece of Gibraltar.

A common mix-up is treating Prudential as a bank: it is primarily an insurance and financial-services company. The slogan also belongs to Prudential’s historical branding; the company has used different taglines in later periods.