Prudential’s securities firm is not for sale.

Robert Beck, chairman of Prudential Insurance Company of America, said rumors that the firm has considered selling its Prudential-Bache unit “are wrong.” Beck told a meeting of the Securities Industry Assn. that Prudential was pleased with the progress at the brokerage subsidiary and expected the unit to expand its activities in investment banking. The Bache Group was a large publicly held brokerage company when it was acquired by the insurance giant in June 1981 for $385 million.