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Principal Financial Services

Updated today

Client AUM

$16,737,158,470

Clients

51,650

Advisors

1,466

across 575 offices

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

See office

711 High St

Des Moines IA 50392

Advisors at this office

96

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

Also doing business as

Blc Equity Services Corporation · Principal Financial Services Corporation · Principal Securities, Inc. · Princor Financial Services Corporation · Princor Financial/ Services Corporation

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

Walter N

ChFC®, Series 63, Series 65, CLU®

Davenport, IA

Principal Financial Services

Walter Nissen is a ChFC® CLU MA with 29 years of experience in the financial services industry, currently affiliated with Principal Financial Services and Baxter Investment Group. He has worked at Principal Securities Inc. since 1996. Outside of his advisory role, and works as a health insurance broker. 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 direct advisory programs, financial planning, retirement consulting, and access to third-party money manager solutions under various advisory and promoter arrangements.

General retirement planning Financial Professional HENRY (High Earners, Not Rich Yet) Established Professionals
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Samantha M

Series 66

Fort Worth, TX

Principal Financial Services

Samantha Maynard is a financial advisor at Principal Financial Services in Fort Worth, TX, holding a Series 66 designation with one year of industry experience. Prior to joining Principal Securities, Inc. and Principal Life Insurance Company in 2026, she spent seven years at The University of Texas at Dallas. 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 U.S. military personnel stationed overseas. The firm’s advisory services include 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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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 been with Principal Securities Inc. since 2016. Outside of advisory work, he is a partner in TRI-J Partners, LLC, an entity that manages shared leased office space and related expenses. Principal Securities provides brokerage and registered investment advisory services to individual investors, retirement plans, trusts, estates, charitable organizations, corporations, and active-duty U.S. military personnel. 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
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Scott F

Series 63, Series 66

Pierson, MI

Principal Financial Services

Scott Fraungruber is a financial advisor at Principal Financial Services with 33 years of industry experience. He holds Series 63 and Series 66 licenses and has worked at Principal Securities Inc. since 2016 and 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, and charitable organizations. The firm offers financial planning, retirement consulting, and access to third-party money manager asset allocation and separately managed account solutions.

Retired Founder/Business Owner
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Pamela K

Series 63, Series 66

Lincoln, NE

Principal Financial Services

Pamela Kenaston is a financial advisor at Principal Financial Services with 23 years of industry experience. She holds Series 63 and Series 66 licenses. Her prior roles include positions at Principal Life Insurance Company, Atria Wealth Solutions, Cadaret Grant & Co., Ameritas Advisory Services, and Capital One. 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 stationed abroad. 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
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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
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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
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Daniel G

CFP®, ChFC®, Series 63

Lutz, FL

Principal Financial Services

Daniel Goldberg is a CFP® and ChFC® with 32 years of experience in the financial services industry. He is currently with Principal Financial Services and has held roles at One Source Advisory LLC and Dbg Financial Group Inc. He serves on the advisory board for the University of South Florida's Personal Financial Planning major and holds leadership positions in several homeowners' associations. Principal Securities provides brokerage and registered investment advisory services to a wide range of clients, including individual investors, retirement plans, trusts, and military personnel. 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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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 42 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 wide range of clients, including individual investors, retirement plans, trusts, estates, and active-duty military personnel. The firm offers direct advisory programs, financial planning, and access to third-party money manager solutions through various advisory and promoter arrangements.

Retired Founder/Business Owner
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Hannah M

Series 66

Roseville, CA

Principal Financial Services

Hannah Manzo is a financial advisor with Principal Financial Services in Roseville, CA. She holds a Series 66 designation and has one year of industry experience. Her prior work includes roles at Health Plan One, State Farm, and Finance of America Mortgage. 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 abroad. 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
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Brandon M

ChFC®, Series 63, Series 66

Lexington, SC

Principal Financial Services

Brandon Mc Grew is a financial advisor with Principal Financial Services in Lexington, SC, holding the ChFC® designation along with Series 63 and Series 66 licenses. He has four years of industry experience, including prior roles at Edward Jones and GWFS Equities, Inc. His background also includes work outside financial services at Palmetto Citizens Federal Credit Union and The Town of Mount Pleasant. Principal Securities provides brokerage and registered investment advisory services to a diverse client base, including individual investors and retirement plans. The firm offers financial planning, retirement consulting, and access to third-party money manager programs through both advisory and promoter arrangements.

Retired Founder/Business Owner
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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
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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
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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 license and over 32 years of industry experience. He has worked with Principal Life Insurance Company since 1998 and Principal Securities since 2016. He is also a partner in Baxter Investment Group, a firm he formed with his son in 2023. 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 offers 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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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
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