Urbandale, IA Office
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Principal Advised Services
Multi-team
Firm-wide stats for Principal Advised Services
About
Principal Advised Services provides investment advice and related services primarily to retirement plan participants and retail IRA clients, offering non‑discretionary recommendations (including savings rate guidance, point‑in‑time fund recommendations, distribution/rollover advice and a subscription financial‑planning service) and a discretionary, wrap‑fee investment management program called SimpleInvest. The firm serves participants in employer plans recordkept by Principal Financial Group as well as other retail clients and prospective retail clients.
The firm’s advice blends third‑party methodology and proprietary models: Morningstar powers Target My Retirement and several participant‑level tools, while SimpleInvest uses algorithmic model portfolios and discretionary trading supported by Principal Asset Management and Apex as the clearing custodian. Advice and model settings are informed by client profile information and a risk tolerance questionnaire, and Principal Advised Services relies on governance committees and a dedicated supervision team to review and approve recommendations and model changes; nondiscretionary advice generally requires client reengagement for updates.
What distinguishes Principal Advised Services from many peers is its membership in the Principal Financial Group family and the operational integration with affiliated entities — including Principal Bank, Principal Life Insurance Company, Principal Asset Management, and an affiliated broker‑dealer (PSI) — which enables access to proprietary mutual funds, bank products and affiliated trading or model services. Those affiliations create revenue and referral overlaps (the firm both pays and receives referral fees and discloses conflicts tied to affiliated products), and the brochure describes specific mitigation controls such as levelized fees, supervision reviews, and committee governance to address those conflicts.
Based on Principal Advised Services
Expertise
Based on Principal Advised Services
Location
Urbandale IA
Advisors at this office
3
Advisors at this office
Brandy L
CFP®, ChFC®, Series 63
Urbandale, IA
Principal Advised Services
Brandy Lamp is a financial advisor with Principal Advised Services, holding the CFP®, ChFC®, and Series 63 designations and bringing 29 years of industry experience. She has extensive tenure within Principal-affiliated firms, including Principal Financial Services and Principal Life Insurance Company. Principal Advised Services provides investment advice and related services primarily to retirement plan participants and retail IRA clients, offering both non-discretionary recommendations and a discretionary, wrap-fee investment management program called SimpleInvest. The firm integrates third-party and proprietary models, serving clients through its affiliation with the Principal Financial Group family.
Ethan S
Series 66
Urbandale, IA
Principal Advised Services
Ethan Schmidt is a financial advisor with Principal Advised Services in Urbandale, IA, holding a Series 66 designation and two years of industry experience. His background includes roles at Principal Life Insurance Company, Principal Bank, and Principal Securities, Inc. He also has experience providing one-on-one investment advice to retirement plan participants regarding distribution options. Principal Advised Services offers investment advice and related services primarily to retirement plan participants and retail IRA clients, combining third-party methodologies and proprietary models to deliver both non-discretionary recommendations and discretionary investment management programs. The firm operates as part of the Principal Financial Group network, providing integrated access to affiliated financial products and services.
Matthew N
Series 66
Urbandale, IA
Principal Advised Services
Matthew Nelson is a Series 66-licensed financial advisor with ten years of industry experience, currently with Principal Advised Services. His prior experience includes roles at Merrill Lynch Wealth Management and Sammons Financial Group. He also holds a position as Assistant Vice President in Advice, Education & Sales at Principal Bank. Principal Advised Services provides investment advice and related services primarily to retirement plan participants and retail IRA clients. The firm offers both non-discretionary recommendations and a discretionary, wrap-fee investment management program called SimpleInvest, leveraging proprietary models and third-party tools within the Principal Financial Group family.
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