Grand Rapids, MI Kraft Ave SE Office

Team
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Principal Financial Services

Enterprise

Firm-wide stats for Principal Financial Services

Total advisors

1,467

Across 580 offices

Clients per advisor

35 Very Low

Avg AUM per client

$324,050 Low

HNW client ratio

5% Low

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.

Based on Principal Financial Services

Occupation focus

Retired Founder/Business Owner

Based on Principal Financial Services

Location

3196 Kraft Ave SE, Ste 101

Grand Rapids MI 49512

Advisors at this office

16

Advisors at this office

user avatar

Lucas H

Series 65, Series 63

Grand Rapids, MI

Principal Financial Services

Lucas Hatridge is a financial advisor with Principal Financial Services in Grand Rapids, MI, holding Series 63 and Series 65 credentials and having two years of industry experience. He has worked at Principal Life Insurance Company and Edge Wealth Management, and previously held positions outside finance including at FedEx and Nations Title Agency. He is also involved in the sale of fixed insurance products. 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 direct advisory programs, financial planning, retirement plan consulting, and access to third-party money manager solutions.

Retired Founder/Business Owner
user avatar

Vincent F

CFP®, ChFC®, Series 63, Series 66

Grand Rapids, MI

Principal Financial Services

Vincent Frustaglio is a financial advisor with Principal Financial Services in Grand Rapids, MI. He holds the CFP® designation and has 12 years of industry experience. Prior to joining Principal, he worked at Edward Jones and Nationwide Investment Services Corporation. Outside of advising, he owns an LLC established for accounting purposes and sells fixed insurance products. 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 direct advisory programs, financial planning, retirement plan consulting, and access to third-party money managers through various advisory and promoter arrangements.

Retired Founder/Business Owner
user avatar

Ryan M

Series 63, Series 66

Grand Rapids, MI

Principal Financial Services

Ryan Moser is a financial advisor with Principal Financial Services in Grand Rapids, MI, holding Series 63 and Series 66 credentials and 18 years of industry experience. He has worked at Principal Life Insurance and Principal Securities Inc. since 2007 and is also affiliated with Retirement Resource Group. Outside of advising, he is the owner of an LLC used primarily for payroll purposes. 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 direct advisory programs, financial planning, and access to third-party money manager asset allocation and separately managed account solutions.

Retired Founder/Business Owner
user avatar

Kyle B

Series 66

Grand Rapids, MI

Principal Financial Services

Kyle Benham is a financial advisor at Principal Financial Services with a Series 66 designation and two years of industry experience. His prior work includes roles at Edge Wealth Management and several positions in the Grand Rapids area, including involvement with Tavern Project Michigan LLC. He is also engaged in the sale of fixed insurance products, including fixed annuities and various health-related coverages. Principal Securities provides brokerage and investment advisory services to individual investors, retirement plans, trusts, estates, and other entities. The firm offers financial planning, retirement consulting, and access to third-party money manager programs with discretionary investment implementation.

Retired Founder/Business Owner
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Martin M

Series 65, Series 63

Grand Rapids, MI

Principal Financial Services

Martin Marino is a financial advisor with Principal Financial Services based in Grand Rapids, MI. He holds Series 65 and Series 63 licenses and has 41 years of industry experience. Marino has worked with Principal Life Insurance Company since 1998 and operates Marino Insurance Services L.L.C. since 2000. He serves as a board member of the Cascade Community Foundation in Grand Rapids. Principal Securities provides brokerage and registered investment advisory services to a diverse client base including individual investors, retirement plans, trusts, and business entities. The firm offers direct advisory programs, 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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Katherine T

Series 66

Grand Rapids, MI

Principal Financial Services

Katherine Terpstra is a financial advisor with Principal Financial Services in Grand Rapids, MI. She holds the Series 66 designation and has been with Principal Financial Services and Principal Life Insurance Company since 2026. Terpstra has a longstanding career at Corewell Health, where she has worked since 2007. Principal Securities offers brokerage and registered investment advisory services to a diverse clientele, including individual investors, retirement plans, trusts, estates, and business entities. The firm provides financial planning, retirement plan consulting, and access to third-party money manager programs through various advisory and promoter arrangements.

Retired Founder/Business Owner
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Kyle N

Series 66

Grand Rapids, MI

Principal Financial Services

Kyle Nicholson is a financial advisor at Principal Financial Services with a Series 66 designation and one year of industry experience. He previously worked with Principal Securities, Inc. and Principal Life Insurance Company, and has experience in insurance agencies and other business roles. Principal Securities provides brokerage and registered investment advisory services to a diverse client base, including individuals, retirement plans, trusts, and charitable organizations. The firm offers financial planning, retirement consulting, and access to third-party money manager solutions under various advisory and promoter arrangements.

Retired Founder/Business Owner
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Nicholas H

Series 63, Series 65

Grand Rapids, MI

Principal Financial Services

Nicholas Handeland is a financial advisor with Principal Financial Services in Grand Rapids, MI, holding Series 63 and Series 65 designations and bringing 10 years of industry experience. He has worked at Edge Wealth Management since 2021 and has prior experience with JPMorgan Securities LLC and JPMorgan Chase Bank. Outside of his advisory role, he is also a managing partner at Edge Wealth Management, a full-service wealth management firm. 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 plan consulting, and access to third-party money managers through various investment and promoter arrangements.

Retired Founder/Business Owner
user avatar

John W

Series 63, Series 65

Grand Rapids, MI

Principal Financial Services

John Woodward is a financial advisor with Principal Financial Services, holding Series 63 and Series 65 licenses and bringing 33 years of industry experience. His career includes roles at Principal Securities since 1992 and leadership positions at multiple Watermark entities focused on advisory and employee benefits services. Outside of his advisory work, Woodward serves as president and treasurer of the Serenity Ridge Association in Grand Rapids, MI. Principal Securities provides brokerage and registered investment advisory services to a diverse client base, including individual investors, retirement plans, trusts, and business entities. The firm offers direct advisory programs, financial planning, retirement consulting, and access to third-party money manager solutions through various advisory and promoter arrangements.

Retired Founder/Business Owner
user avatar

Elijah H

Series 66

Grand Rapids, MI

Principal Financial Services

Elijah Huyser is a Series 66-licensed financial advisor with two years of industry experience, currently affiliated with Principal Financial Services. His prior roles include positions at Highlight Industries, Talsma Furniture, and Amazon. He also holds a role in sales of fixed insurance products. Elijah services individual and business clients with investments and insurance through Watermark Advisory Group LLC. Principal Securities provides brokerage and registered investment advisory services to a diverse client base, including individual investors, retirement plans, trusts, and business entities. The firm offers a variety of advisory programs, financial planning, and access to third-party money manager solutions, with investment implementation typically handled on a discretionary basis by these managers.

Retired Founder/Business Owner
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Samuel F

Series 66

Grand Rapids, MI

Principal Financial Services

Samuel File is a financial advisor with Principal Financial Services, holding a Series 66 designation and one year of industry experience. His prior work includes roles at Prometric Test Center and Great Lakes Wine & Spirits. He is also involved in the sales of fixed insurance products, including fixed life and annuities. Principal Securities provides brokerage and registered investment advisory services to a diverse client base, offering 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

Isabel A

Series 66

Grand Rapids, MI

Principal Financial Services

Isabel Adcock is a financial advisor at Principal Financial Services with a Series 66 designation and less than one year of industry experience. Her prior work includes roles at Principal Life Insurance Company and Principal Securities, Inc., as well as positions outside the financial sector such as at Herc Rentals and Tullymore Golf Resort. Principal Securities offers brokerage and registered investment advisory services to a diverse client base that includes individual investors, retirement plans, trusts, estates, charitable organizations, corporations, and active-duty military personnel. The firm’s advisory services include financial planning, retirement plan consulting, and access to third-party money manager programs.

Retired Founder/Business Owner
user avatar

Randy O

Series 66

Grand Rapids, MI

Principal Financial Services

Randy Osterman is a financial advisor with Principal Financial Services, holding a Series 66 credential and six years of industry experience. He has been with Principal Securities Inc. and Principal Life Insurance Company since 2019 and previously worked at Central Michigan University and Marcus Orland Park Cinema. Outside of advising, he is also an insurance agent specializing in life, annuities, group benefits, health, disability, and long-term care insurance. 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 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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Zachary W

Series 63, Series 66

Grand Rapids, MI

Principal Financial Services

Zachary Woodward is a financial advisor with Principal Financial Services in Grand Rapids, MI, holding Series 63 and Series 66 licenses and bringing 14 years of industry experience. He is the owner and president of Watermark Advisory Group LLC, a firm he created for income and expense tracking purposes. His career includes roles at Watermark Investment Services and Principal Securities Inc. Principal Securities provides brokerage and registered investment advisory services to a broad client base, including individual investors, retirement plans, trusts, and business entities. The firm’s advisory services emphasize 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

Holly K

Series 65, Series 63

Grand Rapids, MI

Principal Financial Services

Holly Karasinski is a financial advisor with Principal Financial Services in Grand Rapids, MI, holding Series 65 and Series 63 licenses and bringing 25 years of industry experience. She has been with Principal Life Insurance and its affiliated entities since 2006. In addition to her advisory role, she is involved in the sale of fixed annuities, fixed life insurance, disability, long-term care, group benefits, and health insurance products. 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 plan consulting, and access to third-party money manager asset allocation and separately managed account solutions.

Retired Founder/Business Owner
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