Prudential Financial Inc. is joining with LifeMark Partners Inc. to reach out to women.

LifeMark, Baltimore, is a national consortium of 45 brokerage general agencies that distribute life, annuity and long term care products through independent life insurance brokers and independent financial advisors.

Prudential, Newark, N.J., and LifeMark will be working on coming up with nontraditional strategies for identifying and selling to prospects who happen to be women, Prudential says.