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Principal Financial Services

Updated today

Client assets under management

$16,737,158,470

Clients

51,650

5% high-net-worth

Advisors

1,438

of 1,464 employees

Firm type

Enterprise

300-3,000 advisors or >$30B in AUM

Clients per advisor

36

Very Low

Average account size

$324,050

About

Principal Securities provides brokerage and registered investment advisory services to a broad client base that includes individual investors (both non‑HNW and high net worth), qualified and nonqualified retirement plans, trusts, estates, charitable organizations, corporations and other business entities, and active‑duty U.S. military personnel residing or stationed outside the United States. Its advisory offering focuses on direct advisory programs, financial planning, retirement plan consulting, and access to third‑party money manager (TPMM) asset allocation and separately managed account solutions.

The firm makes TPMM programs available under two distinct arrangements: an investment adviser arrangement, where Principal may act as adviser or co‑advisor, and a promoter arrangement, where Financial Advisors refer clients to unaffiliated TPMMs and assist clients in selecting models and completing account setup and reviews. Investment implementation is generally carried out on a discretionary basis by the TPMMs; Principal evaluates TPMMs’ structure, costs and performance and provides ongoing client reviews through its Financial Advisors.

Distinctive features include a range of promoter and referral arrangements—Principal receives promoter payments from TPMMs, engages with third‑party lead‑generation firms, and provides business support to Financial Advisors tied to production targets—conflicts the firm discloses and subjects to supervisory controls. The firm’s regulatory history is also notable: it settled an SEC matter related to mutual fund share‑class selection and remedial payments, and it has disclosed that certain advisory arrangements (for example, some SEI and AssetMark investment adviser arrangements) are no longer offered to new accounts.

Client services

Financial planning Portfolio management Pension consulting Selection of other advisers Educational seminars or workshops

Occupation focus

Retired Founder/Business Owner

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Fee options

Percentage

$0 - $149,999: Up to 1.75% $150,000 - $249,999: Up to 1.75% $250,000 - $500,000: Up to 1.75% $500,001 - $999,999: Up to 1.20% $1,000,000 - >$2,000,000: Up to 1.10% to 0.90% (SEI Mutual Fund Model Program tiered beyond $1,000,000)

Project-based
Subscriptions

Main office location

Principal Financial Services

711 High Street

Des Moines IA 50392, United States

Number of offices

359

Most active in

Alabama · Alaska · Arizona · Arkansas · California · Colorado · Connecticut · Delaware · District of Columbia · Florida · Georgia · Hawaii · Idaho · Illinois · Indiana · Iowa · Kansas · Kentucky · Louisiana · Maine · Maryland · Massachusetts · Michigan · Minnesota · Mississippi · Missouri · Montana · Nebraska · Nevada · New Hampshire · New Jersey · New Mexico · New York · North Carolina · North Dakota · Ohio · Oklahoma · Oregon · Pennsylvania · Rhode Island · South Carolina · South Dakota · Tennessee · Texas · Utah · Vermont · Virginia · Washington · West Virginia · Wisconsin · Wyoming

Disclosures

Exclamation point means they have disclosures of this type. Check mark means no disclosures of this type were found.

Business activities & affiliations

Advisors at this firm

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Jamey P

Series 63, Series 65

Fargo, ND

Principal Financial Services

Jamey Pesek is a financial advisor at Principal Financial Services with 16 years of industry experience. He holds Series 63 and Series 65 designations and has worked at Principal Securities Inc. since 2016 and Principal Life Insurance Company since 2015. Outside of advising, he is a partner in TRI-J Partners, LLC, an entity established to manage shared leased office space and related expenses. Principal Securities provides brokerage and registered investment advisory services to a diverse client base, including individual investors, retirement plans, trusts, and active-duty military personnel. The firm offers financial planning, retirement consulting, and access to third-party money manager asset allocation and separately managed account solutions, with investment implementation typically carried out on a discretionary basis by the third-party managers.

Retired Founder/Business Owner
user avatar

Scott F

Series 63, Series 66

Pierson, MI

Principal Financial Services

Scott Fraungruber is a financial advisor with Principal Financial Services, holding Series 63 and Series 66 designations and bringing 33 years of industry experience. He has been with Principal Securities Inc. since 2016 and has worked at Principal Life Insurance Company since 1992. Principal Securities provides brokerage and registered investment advisory services to a diverse client base, including individual investors, retirement plans, trusts, estates, charitable organizations, corporations, and active-duty U.S. military personnel abroad. The firm offers financial planning, retirement plan consulting, direct advisory programs, and access to third-party money manager asset allocation and separately managed account solutions.

Retired Founder/Business Owner
user avatar

Pamela K

Series 63, Series 66

Lincoln, NE

Principal Financial Services

Pamela Kenaston is a financial advisor with Principal Financial Services in Lincoln, NE, holding Series 63 and Series 66 credentials and 22 years of industry experience. Her prior roles include positions at Atria Wealth Solutions, Cadaret Grant & Co., Ameritas Advisory Services, Ameritas Investment Company, Securities America, and Capital One. Principal Securities provides brokerage and registered investment advisory services to a diverse client base, including individual investors, retirement plans, trusts, charitable organizations, corporations, and active-duty military personnel outside the U.S. The firm’s advisory services emphasize financial planning, retirement plan consulting, and access to third-party money manager asset allocation and separately managed account solutions.

Retired Founder/Business Owner
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Casey L

Series 66

Lake Elmo, MN

Principal Financial Services

Casey Leanna is a financial advisor at Principal Financial Services with two years of industry experience. She holds a Series 66 designation and has worked at firms including Cannaday Bloom Wealth and Insurance Solutions and AnchorPoint Assurance. Her other business activities include sales and service of various insurance products such as life, annuities, disability, and group health insurance. Principal Securities provides brokerage and registered investment advisory services to a diverse client base including individual investors, retirement plans, trusts, estates, and charitable organizations. The firm offers financial planning, retirement plan consulting, and access to third-party money manager programs under advisory and promoter arrangements.

Retired Founder/Business Owner
user avatar

Debra S

Series 66

Des Moines, IA

Principal Financial Services

Debra Straw is a financial advisor with Principal Financial Services based in Des Moines, IA, holding a Series 66 designation and 19 years of industry experience. She has worked with Princor Financial Services Corp and Principal Life Insurance Company since 2006, and has been involved with T and R Lorimor Ltd since 1994. Outside of her advisory work, she serves as an assistant swim coach for the DSMY swim team and is a board member of the Waukee United Methodist Church. Principal Securities provides brokerage and registered investment advisory services to a diverse client base including individual investors, retirement plans, trusts, and charitable organizations. The firm’s offerings include direct advisory programs, financial planning, retirement plan consulting, and access to third-party money manager asset allocation and separately managed account solutions.

Retired Founder/Business Owner
user avatar

Daniel G

CFP®, ChFC®, Series 63

Lutz, FL

Principal Financial Services

Daniel Goldberg is a CFP® and ChFC® affiliated with Principal Financial Services, with 31 years of industry experience. He has held roles with One Source Advisory LLC, Principal Securities Inc., DBG Financial Group Inc., and Principal Life Insurance Co. Goldberg serves on the advisory board for the University of South Florida's Personal Financial Planning major and holds several board positions in local homeowner and office owner associations. Principal Securities provides brokerage and registered investment advisory services to a diverse client base including individuals, retirement plans, trusts, and other entities. The firm offers direct advisory programs, financial planning, retirement plan consulting, and access to third-party money manager asset allocation and separately managed account solutions.

Retired Founder/Business Owner
user avatar

Charles M

ChFC®, Series 63, Series 65

Townville, SC

Principal Financial Services

Charles Mcdaniels is a financial advisor with Principal Financial Services and holds the ChFC® designation along with Series 63 and Series 65 licenses. He has 41 years of industry experience, including roles at McDaniels and Thomas Wealth Management LLC and PRINCIPAL LIFE INSURANCE COMPANY. McDaniels serves on the board of the Hampton Masonic Lodge and is an associate member of the Georgia Funeral Directors Association. Principal Securities provides brokerage and registered investment advisory services to a diverse client base, including individuals, retirement plans, trusts, charitable organizations, corporations, and active-duty military personnel. The firm offers financial planning, retirement consulting, and access to third-party money managers through various advisory and promoter arrangements.

Retired Founder/Business Owner
user avatar

Adam S

CFA®, Series 66

Des Moines, IA

Principal Financial Services

Adam Shah is a CFA® charterholder and holds a Series 66 license with 11 years of industry experience. He is currently with Principal Financial Services and has previously worked at Wells Fargo in various investment and advisory roles. Principal Securities offers brokerage and registered investment advisory services to a diverse client base, including individual investors, retirement plans, trusts, estates, charitable organizations, corporations, and active-duty U.S. military personnel abroad. The firm provides direct advisory programs, financial planning, and access to third-party money manager solutions under multiple advisory and promoter arrangements.

Retired Founder/Business Owner
user avatar

Carlos R

Series 63, Series 65

Elk Grove, CA

Principal Financial Services

Carlos Rodriguez is a financial advisor at Principal Financial Services with Series 63 and Series 65 licenses and two years of industry experience. His prior roles include positions at Principal Life Insurance Company, Principal Securities Inc, and Newport Group. He has also worked in diverse fields such as real estate with EXP Realty and public service with CA State Parks. Principal Securities offers brokerage and registered investment advisory services to a wide range of clients, including individual investors, retirement plans, trusts, estates, charitable organizations, corporations, and active-duty military personnel overseas. The firm provides financial planning, retirement plan consulting, and access to third-party money manager solutions under various advisory and promoter arrangements.

Retired Founder/Business Owner
user avatar

Scott B

Series 63

Bettendorf, IA

Principal Financial Services

Scott Baxter is a financial advisor with Principal Financial Services in Bettendorf, IA, holding a Series 63 designation and over 32 years of industry experience. He has worked with Principal Life Insurance Company since 1998 and Principal Securities since 2016, and he currently leads Baxter Investment Group. Outside of his advisory role, he is a partner in Baxter Investment Group LLC, a partnership with his son. Principal Securities provides brokerage and registered investment advisory services to a diverse client base, including individual investors, retirement plans, trusts, estates, and charitable organizations. The firm offers direct advisory programs, financial planning, retirement plan consulting, and access to third-party money manager asset allocation and separately managed account solutions.

Retired Founder/Business Owner
user avatar

Chad S

Series 65

Des Moines, IA

Principal Financial Services

Chad Smith is a financial advisor with Principal Financial Services in Des Moines, IA, holding a Series 65 credential and 25 years of industry experience. He has been with Principal Securities Inc since 2000 and Principal Life Insurance Company since 1999. Outside of his advisory role, he has worked in customer service positions, including at a mall and a local YMCA. Principal Securities provides brokerage and registered investment advisory services to a wide range of clients, including individual investors, retirement plans, trusts, and active-duty military personnel. The firm offers direct advisory programs, financial planning, retirement plan consulting, and access to third-party money manager solutions under various advisory and promoter arrangements.

Retired Founder/Business Owner
user avatar

Ricky D

Series 63, Series 66

West Des Moines, IA

Principal Financial Services

Ricky Dhabalt is a financial advisor with Principal Financial Services based in West Des Moines, IA, holding Series 63 and Series 66 credentials and bringing 25 years of industry experience. His work history includes roles at Helix Benefits Group and Dc Retirement Strategies, alongside longstanding service with Principal Life Insurance Company and Principal Securities Inc. He also owns a business offering fee-based financial planning and Medicare supplement insurance. Principal Securities provides brokerage and registered investment advisory services to a diverse client base, including individual investors, retirement plans, trusts, and organizations. The firm’s advisory services include direct advisory programs, financial planning, retirement plan consulting, and access to third-party money manager solutions delivered through various adviser and promoter arrangements.

Retired Founder/Business Owner
user avatar

Mark F

CFP®, Series 63

Herriman, UT

Principal Financial Services

Mark Fry is a CFP® with 25 years of industry experience, currently affiliated with Principal Financial Services. He has worked at Principal Life Insurance Co. and Principal Securities Inc. since 2002, and with Victory Capital since 1997. In addition to his advisory role, he serves as a bank/trust officer at Principal Bank and Principal Trust Company, supporting retirement plan account relationships. Principal Securities offers brokerage and registered investment advisory services to a diverse client base, including individual investors, retirement plans, trusts, and charitable organizations. The firm provides financial planning, retirement plan consulting, and access to third-party money manager solutions through various advisory and promoter arrangements.

Retired Founder/Business Owner
user avatar

Kyle S

Series 66

West Des Moines, IA

Principal Financial Services

Kyle Skinner is a financial advisor with Principal Financial Services in West Des Moines, IA, holding a Series 66 designation and 10 years of industry experience. He has worked with Principal Securities Inc. since 2016 and is also involved with Journey Financial Advisors and Roshek Skinner Financial Services. Outside of advisory roles, he operates KS Financial LLC and assists attorneys in structuring fees using insurance products. Principal Securities provides brokerage and registered investment advisory services to a diverse client base, including individual investors, retirement plans, trusts, corporations, and military personnel. The firm offers financial planning, retirement consulting, and access to third-party money manager solutions through various advisory and promoter arrangements.

Retired Founder/Business Owner
user avatar

Chauncey T

Series 63, Series 65

Tampa, FL

Principal Financial Services

Chauncey Thomas is a financial advisor with Principal Financial Services in Tampa, FL, holding Series 63 and Series 65 licenses and three years of industry experience. His prior work includes roles at Principal Life Insurance Company, Principal Securities Inc, LCG Advisors, and JPMorgan Chase. Outside of his financial advisory work, he also drives part-time for Uber during nights and weekends. Principal Securities provides brokerage and registered investment advisory services to a diverse client base, including individuals, retirement plans, trusts, and military personnel stationed abroad. The firm offers financial planning, retirement plan consulting, and access to third-party money manager programs under various advisory and promoter arrangements.

Retired Founder/Business Owner
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