Sioux Falls, SD S Isabel Pl Office

Team
Updated today
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Principal Financial Services

Enterprise

Firm-wide stats for Principal Financial Services

Total advisors

1,467

Across 577 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

4910 S Isabel Pl Ste 100

Sioux Falls SD 57108

Advisors at this office

23

Advisors at this office

user avatar

Aaron A

Series 66

Sioux Falls, SD

Principal Financial Services

Aaron Anderson is a financial advisor with Principal Financial Services in Sioux Falls, SD. He holds a Series 66 designation and has recently entered the industry, beginning his advisory career in 2026. Prior to his current role, Aaron’s work history includes positions at Armor Wealth Management and Principal Life Insurance Co. He is also involved in the sale of various insurance products, including life, disability, and health insurance. Principal Securities provides brokerage and registered investment advisory services to a diverse client base, including individual investors, retirement plans, trusts, estates, and business entities. The firm offers direct advisory programs, financial planning, and access to third-party money manager solutions with a focus on discretionary investment implementation.

Retired Founder/Business Owner
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Matt R

Series 63, Series 65

Sioux Falls, SD

Principal Financial Services

Matt Reekers is a financial advisor with Principal Financial Services in Sioux Falls, SD, holding Series 63 and Series 65 licenses and bringing 24 years of industry experience. He has worked with Principal Securities Inc. since 2016 and has also been associated with Armor Wealth Management and Principal Life Insurance Company. In addition to his advisory role, he sells fixed life insurance, fixed annuities, disability insurance, and long-term care insurance through various carriers. 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
user avatar

Tucker G

Series 66

Sioux Falls, SD

Principal Financial Services

Tucker Gross is a financial advisor with Principal Financial Services who holds a Series 66 designation and has one year of industry experience. Prior to his current role, he worked in various positions including at American Fence Co and Gil Haugan Construction. Outside of his advisory duties, he is involved in writing individual and group insurance products such as life, health, disability, medical, dental, long-term care, and annuities. 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 offers direct advisory programs, financial planning, retirement plan consulting, and access to third-party money manager asset allocation and separately managed accounts.

Retired Founder/Business Owner
user avatar

Jesse C

Series 66

Sioux Falls, SD

Principal Financial Services

Jesse Clark is a financial advisor at Principal Financial Services with 16 years of industry experience. He holds a Series 66 designation and has worked with Principal Securities Inc. since 2016 and Principal Life Insurance Company since 2010. Outside of his advisory role, he serves as Vice President of EBI Inc., a family business, and owns Jesse Clark Business LLC, which supports his advisory practice operations. 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 plan consulting, and access to third-party money manager solutions under various advisory and promoter arrangements.

Retired Founder/Business Owner
user avatar

Daniel S

Series 63, Series 65

Sioux Falls, SD

Principal Financial Services

Daniel Stephany is a financial advisor with Principal Financial Services in Sioux Falls, SD, holding Series 63 and Series 65 licenses and bringing eight years of industry experience. He previously worked at firms including Gradient Securities and Heartland Retirement Group. Outside of advising, he serves as a part-time Associate Pastor at Victory Life Church, where his responsibilities include staff development, financial oversight, and teaching. 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. 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

Carson V

Series 63, Series 65

Sioux Falls, SD

Principal Financial Services

Carson Van Beek is a financial advisor with Principal Financial Services holding Series 63 and Series 65 licenses and has two years of industry experience. He has worked with Principal Life Insurance and Principal Securities since 2024 and previously held roles in the service and retail sectors while completing his studies at Dakota Wesleyan University. 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 direct advisory programs, financial planning, retirement plan consulting, and access to third-party money manager solutions, with investment management often conducted on a discretionary basis by those managers.

Retired Founder/Business Owner
user avatar

Michael V

Series 63, Series 65

Sioux Falls, SD

Principal Financial Services

Michael Van Leeuwen is a financial advisor with Principal Financial Services, holding Series 63 and Series 65 designations and bringing 23 years of industry experience. He has worked at Principal Securities Inc. since 2016 and with Principal Life Insurance Co. since 2002. Outside of his advisory role, he is involved in benefits enrollment for fixed life, health, and disability insurance through Jesse Clark Business LLC. Principal Securities provides brokerage and registered investment advisory services to a diverse client base, including individual investors, retirement plans, trusts, estates, and active-duty military personnel. 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
user avatar

Ryan A

Series 63, Series 66

Sioux Falls, SD

Principal Financial Services

Ryan Anderson is a financial advisor with Principal Financial Services in Sioux Falls, SD, holding Series 63 and Series 66 licenses and having 11 years of industry experience. His prior roles include positions at Thrivent Financial and Mutual of Omaha. Outside of his advisory work, Anderson operates a pedal pub for downtown Sioux Falls tours on a part-time basis. 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 66

Sioux Falls, SD

Principal Financial Services

Ryan Mazurek is a financial advisor with Principal Financial Services, holding a Series 66 designation and three years of industry experience. His background includes positions at Principal Life Insurance Company, Principal Securities Inc, University of Sioux Falls, and Union Bank of Switzerland. He also holds an outside insurance role, writing fixed life, disability, long-term care, fixed annuities, health, and group products. Principal Securities provides brokerage and registered investment advisory services to a broad client base, including individual investors, retirement plans, trusts, and corporations. The firm’s advisory services emphasize 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

Breyden D

Series 63, Series 65

Sioux Falls, SD

Principal Financial Services

Breyden Dieren is a financial professional with Principal Financial Services and Armor Wealth Management, holding Series 63 and Series 65 licenses and one year of industry experience. His background includes roles at U.S. Bancorp Investments and U.S. Bank. He also manages client services and assists with investment decisions at Armor Wealth Management. Principal Securities provides brokerage and registered investment advisory services to a varied client base, including individual investors, retirement plans, trusts, estates, and business entities. 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
user avatar

Christopher P

Series 66

Sioux Falls, SD

Principal Financial Services

Christopher Pedde is a financial advisor with Principal Financial Services, holding a Series 66 designation and three years of industry experience. His background includes roles at LPL Financial LLC, Black Hills Federal Credit Union, and Sioux Falls Federal Credit Union. Outside of financial services, he is the sole owner of Peak Entertainment LLC, a business outside the investment industry. Principal Securities provides brokerage and registered investment advisory services to a wide range of clients, including individual investors, retirement plans, trusts, and business entities. 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

Timothy D

ChFC®, Series 63, Series 65, Series 66

Sioux Falls, SD

Principal Financial Services

Timothy Dardis is a financial advisor with Principal Financial Services in Sioux Falls, SD, holding the ChFC® designation along with Series 63, 65, and 66 licenses. He has 34 years of industry experience, including roles at Principal Securities since 2016 and operating his own firm, Dardis Financial Strategies LLC, since 2005. Outside of his advisory work, he serves on the Investment Policy Committee for the Sioux Falls Schools Catholic Foundation and is involved in charitable event planning for the Catholic Community Foundation of Eastern South Dakota. 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 emphasizes 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

Ronald S

ChFC®, Series 63

Sioux Falls, SD

Principal Financial Services

Ronald Staebell is a financial advisor with Principal Financial Services in Sioux Falls, SD, holding the ChFC® and Series 63 credentials and bringing 39 years of industry experience. He has worked at Armor Wealth Management since 2015 and has been affiliated with Principal Life Insurance and Princor Financial Services since 2007. Staebell serves on the boards of the South Dakota Guardianship Program, which provides guardianship services to people with disabilities, and Volunteers of America – Dakotas, where he participates in budget discussions and fundraising. 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’s advisory services emphasize financial planning and access to third-party money manager programs under multiple advisory and promoter arrangements.

Retired Founder/Business Owner
user avatar

Thane H

Series 63, Series 65

Sioux Falls, SD

Principal Financial Services

Thane Hein is a financial advisor with Principal Financial Services in Sioux Falls, SD, holding Series 63 and Series 65 licenses with three years of industry experience. He previously worked at Northwestern Mutual Investment Services and Northwestern Mutual Life Insurance Company. Outside of his advisory role, he is involved in selling outside insurance products, including life insurance and annuities. Principal Securities provides brokerage and registered investment advisory services to a wide range of clients, including individual investors, retirement plans, trusts, and business entities. 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

Peter R

Series 66

Sioux Falls, SD

Principal Financial Services

Peter Rose is a financial advisor with Principal Financial Services, holding a Series 66 designation and six years of industry experience. He has been with Principal Securities Inc and Principal Life Insurance Company since 2019. Outside of his advisory role, he is involved in entrepreneurial ventures including ownership of Skipyr LLC, a boat rental business, and serving as a director of Parz Inc., which markets a proprietary golf putting game. Principal Securities provides brokerage and registered investment advisory services to a diverse client base, including individual investors, retirement plans, trusts, and corporate 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
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