Sales declined and revenues were flat last year at broker-dealer holding company National Planning Holdings, but the firm did add more than 300 brokers to its sales force last year, a 10 per cent jump.

Sales declined 3.8 per cent from $14.6 billion in 2008 to $14 billion last year. Revenue in 2009 was $611 million compared to $608 million in 2008.

The number of reps at NPH rose from 3,165 to 3,478.

“More advisors are recognizing the depth and breadth of services we provide and are choosing to work with us for the long term,” Jim Livingston, president and CEO of  NPH, said in a statement.

NPH is an affiliate of Lansing, Michigan-based Jackson National Life Insurance Company and is the holding company for the independent broker-dealers INVEST Financial Corporation, Investment Centers of America, National Planning Corporation, and SII Investments.

NPH and Jackson are wholly owned by UK-based Prudential, which is not affiliated with US-based  Prudential Financial.