Roseville, CA Douglas Blvd Office

Team
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Principal Financial Services

Enterprise

Firm-wide stats for Principal Financial Services

Total advisors

1,466

Across 575 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

2998 Douglas Blvd, Ste 335

Roseville CA 95661

Advisors at this office

17

Advisors at this office

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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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Frank D

Series 66

Roseville, CA

Principal Financial Services

Frank De Vito is a financial advisor with Principal Financial Services in Roseville, CA, holding a Series 66 designation and three years of industry experience. His prior work includes roles at Edward Jones and Old Republic Title. Principal Securities offers brokerage and advisory services to a diverse client base, including individual investors, retirement plans, trusts, estates, charitable organizations, corporations, and active-duty U.S. military personnel overseas. The firm provides 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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Russell P

Series 63, Series 65

Roseville, CA

Principal Financial Services

Russell Postell is a financial advisor with Principal Financial Services in Roseville, CA, holding Series 63 and Series 65 licenses and 13 years of industry experience. His career includes roles at Principal Life Insurance Company, Ameritas Advisory Services LLC, Ameritas Investment Company LLC, Gebhardt Group, Farmers Financial Solutions, R Postell Insurance, and Capstone Financial Group. Outside of advisory duties, he is active as an insurance agent involved in the sale of fixed annuities, life, disability income, long-term care, group, and supplemental benefits. 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’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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Steven W

Series 63, Series 66

Roseville, CA

Principal Financial Services

Steven Wright is a financial advisor at Principal Financial Services with 29 years of industry experience. He holds Series 63 and Series 66 licenses and has worked at Principal Financial Services since 1997, including roles at The Principal Financial Group and Almond Valley Wealth Management. Wright is involved in fee-based financial planning and investment management, as well as marketing financial seminars through an outside business activity. 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 under various advisory and promoter arrangements.

Retired Founder/Business Owner
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Ashish P

Series 66

Roseville, CA

Principal Financial Services

Ashish Patel is a financial advisor with Principal Financial Services, holding a Series 66 license and two years of industry experience. Prior to joining Principal Securities and Principal Life Insurance Company in 2024, he worked for Best Buy Co. for 19 years. He is also involved in the sales and service of fixed life, fixed annuities, disability insurance, long-term care, property and casualty, health, and group benefits. Principal Securities provides brokerage and registered investment advisory services to a diverse client base that includes individual investors, retirement plans, trusts, charitable organizations, corporations, and active-duty U.S. military personnel abroad. The firm’s advisory 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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Matthew U

Series 66

Roseville, CA

Principal Financial Services

Matthew Uno is a financial advisor with Principal Financial Services, holding a Series 66 license and 12 years of industry experience. His work history includes roles at Principal Securities Inc, Principal Life Insurance Company, Prudential Insurance Company of America, Pruco Securities, LLC, and Mutual of Omaha Investor Services. He is also involved in the sales and service of fixed life, fixed annuities, disability insurance, long-term care, property and casualty, health, and group benefits. Principal Securities provides brokerage and registered investment advisory services to a diverse client base, including individuals, retirement plans, trusts, estates, charitable organizations, corporations, and active-duty military personnel. The firm’s advisory 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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Brandon P

Series 63, Series 65

Roseville, CA

Principal Financial Services

Brandon Prior is a financial advisor at Principal Financial Services with 13 years of industry experience. He holds Series 63 and Series 65 licenses and has worked at Principal Securities INC since 2016. Prior also has experience in insurance brokerage, including life, disability, fixed annuities, health, dental, and group benefits. 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 solutions under various advisory and promoter arrangements.

Retired Founder/Business Owner
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Jonathon R

CFP®, Series 63, Series 65

Roseville, CA

Principal Financial Services

Jonathon Roth is a CFP® professional with 19 years of experience in the financial services industry. He currently works at Principal Financial Services and has held prior roles at Morgan Stanley and other firms. Outside of his advisory work, Roth serves as Vice President on the board of a youth lacrosse organization and coaches a youth lacrosse summer tournament team. Principal Securities provides brokerage and registered investment advisory services to a diverse client base, including individual investors and institutional entities. The firm offers direct advisory programs, financial planning, retirement plan consulting, and access to third-party money manager solutions.

Retired Founder/Business Owner
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Mark H

Series 63, Series 65

Roseville, CA

Principal Financial Services

Mark Huchingson is a financial advisor with Principal Financial Services in Roseville, CA, holding Series 63 and Series 65 credentials and 19 years of industry experience. His prior roles include positions at Almond Valley Wealth Management, Ridge Point Financial Wealth Management and Insurance Solutions, and Principal Securities Inc. He is also the owner and president of entities used for marketing purposes in the financial services sector. Principal Securities provides brokerage and registered investment advisory services to a diverse client base, including individual investors, retirement plans, trusts, and corporations. 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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Mark S

ChFC®, Series 63

Roseville, CA

Principal Financial Services

Mark Sanders is a financial advisor with Principal Financial Services in Roseville, CA, holding ChFC® and Series 63 designations and bringing 41 years of industry experience. He has worked with Principal Securities Inc. since 2016 and has operated Sanders Financial Design & Insurance Solutions since 2014. Outside of his advisory role, he is involved in selling and servicing various health and life insurance products. Principal Securities provides brokerage and registered investment advisory services to a diverse client base, including individuals, retirement plans, trusts, estates, and corporations. The firm offers direct advisory programs, financial planning, and access to third-party money manager solutions through both adviser and promoter arrangements.

Retired Founder/Business Owner
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Brittnay C

Series 66

Roseville, CA

Principal Financial Services

Brittnay Cotton is a financial advisor with Principal Financial Services holding a Series 66 designation and one year of industry experience. She has worked at several firms including Americhoice Financial and Principal Life Insurance Co. Her background also includes roles in mortgage lending and sales of fixed life, fixed annuities, disability insurance, health, and group benefits. 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 solutions through both adviser and promoter arrangements.

Retired Founder/Business Owner
user avatar

John M

Series 63, Series 65

Roseville, CA

Principal Financial Services

John Malhotra is a financial advisor with Principal Financial Services in Roseville, CA, holding Series 63 and Series 65 licenses and 11 years of industry experience. He has been with Principal Financial Services since 2016 and has operated his own financial and insurance businesses since 2023. Outside of finance, Malhotra is a 50% owner of RJS Boutique Wines, a family-owned wine production company. Principal Securities provides brokerage and registered investment advisory services to a diverse client base, including individual investors, retirement plans, trusts, and 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
user avatar

Austin N

Series 66

Roseville, CA

Principal Financial Services

Austin Niven is a financial advisor at Principal Financial Services with one year of industry experience. He holds a Series 66 designation. His prior work includes roles at Mutual of Omaha Investor Services and Mutual of Omaha Insurance Company. Principal Securities provides brokerage and registered investment advisory services to a broad client base, including individual investors, retirement plans, trusts, estates, charitable organizations, corporations, and active-duty military personnel outside the United States. 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

Robert J

Series 66

Roseville, CA

Principal Financial Services

Robert Jenkins is a financial advisor at Principal Financial Services with 12 years of industry experience. He holds a Series 66 designation and has worked at Principal Securities Inc and Principal Life Insurance Company since 2019. Jenkins is also vice president of the Placer Alumni Chapter of the Sacramento State Alumni Association. Principal Securities provides brokerage and registered investment advisory services to individual investors, retirement plans, trusts, estates, charitable organizations, corporations, and active-duty military personnel. 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
user avatar

Ryan H

Series 66

Roseville, CA

Principal Financial Services

Ryan Heidrich is a financial advisor with Principal Financial Services, holding a Series 66 designation and 16 years of industry experience. He previously worked at Waddell & Reed for seven years before joining Principal Financial Services in 2016. Outside of advising, Heidrich is involved with Lionheart Enterprises, a business that imports goods to sell at county fairs and trade shows. 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 under various adviser and promoter arrangements.

Retired Founder/Business Owner
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