Wealth manager, bank-affiliated · DES Moines, IA
Principal Advised Services
Principal Advised Services, LLC · SEC-registered investment adviser · CRD 297324 · SEC 801-114432
At a glance
Principal Advised Services is an SEC-registered investment adviser based in DES Moines, Iowa, with $1.4 billion in regulatory assets under management as of its Form ADV filed July 10, 2026. Its largest client group by assets is individuals, and it reports 23,164 individual clients. By Form ADV it is a wealth manager (bank-affiliated), ranked 1,089th of 8,915 wealth managers and 4,403rd of 17,210 SEC-registered advisers by assets.
Main office 866-412-0770principal.comLinkedInAs filed on Form ADV
- Regulatory AUM
- $1.4B
- Rank among wealth managers
- #1,089 of 8,915
- Rank among all SEC RIAs
- #4,403 of 17,210
- Rank in Iowa
- #18 of 91
- Individual clients
- 23,164
- High-net-worth clients
- 64
- Accounts
- 23,164
- Discretionary
- 100% of AUM
- Employees
- 383
- Advisory staff
- 230
- Offices
- 93
Owners and executives on its Form ADV
- Brian S. NessDirector
- Amy M MontfordChief Operating Officer
- Ryan D. DowningDirector
- Gregory S. LongChief Marketing Officer
- Justin M. DeasyAssociate General Counsel and Corporate Secretary
- Danna M Robinson SaathoffChief Learning Officer
- Barbara WenigDirector
- Eric VanderleekChief Sales Officer
- nisha R sureshChief Technology Officer
- Bradley W. NortonChief Operations Officer
- Michael Francis MurrayDirector
- Daniel Simon VanwinkleAnti-Money Laundering Officer
Custody and brokerage
Broker-dealer
Hybrid RIA
Principal Advised Services is a hybrid RIA: 245 of its employees are also registered representatives of a broker-dealer. It names affiliated broker-dealers: Principal Funds Distributor, Inc. and Principal Securities, Inc..
- Principal Funds Distributor, Inc. ↗CRD 43261
It doesn’t hold client accounts or customer funds itself. Its annual audited report filed with the SEC, March 2026
- Principal Securities, Inc. ↗CRD 1137
Its Form ADV brochure (filed March 2026) names Principal Securities as the broker-dealer its advisers are registered with.
However, certain supervised persons or IARs of Principal Advised Services are registered representatives of PSI because of other duties they perform outside of the Program.
Who it serves
| Client type | Clients | Regulatory AUM | Share |
|---|---|---|---|
| Individuals | 23,100 | $1.3B | 94% |
| High-net-worth individuals | 64 | $90M | 6% |
Disciplinary disclosures
Principal Advised Services reports no disciplinary disclosures in Item 11 of Form ADV. Read the details on the SEC’s adviser search ↗
Services
- Financial planning
- Portfolio management for individuals and small businesses
How it’s paid
- A percentage of assets under management
- Fixed fees
Form ADV and brochures on the SEC’s adviser search ↗principal.com ↗
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The full record on Principal Advised Services
Ten years of SEC filings, its owners and contacts, and how it stacks up against its peers. Atlas members see all of it.
- Assets, accounts, clients and staff, 6 years of filings
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- Growth over one, three and five years
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- Rank against 2,624 peers of its type and size
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- Owners and executives, with titles and stakes
- 20 namedLocked
- Main office, fax and compliance officer
- Locked
- Filing changes this year, with alerts
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Free while Atlas launches: create a free account and confirm your email. Every figure comes from SEC filings.
Background
Questions
How much does Principal Advised Services manage?
Principal Advised Services reports $1.4 billion in regulatory assets under management across 23,164 accounts, 100% of it on a discretionary basis, on its Form ADV filed July 10, 2026.
What kind of firm is Principal Advised Services?
Principal Advised Services is a wealth manager by its Form ADV answers. At least half of its regulatory assets are managed for individuals and high-net-worth individuals. It reports a bank or thrift among its related persons. A public reporting company controls it.
Who are Principal Advised Services’s clients?
By assets, its largest client types are individuals ($1.3 billion, 23,100 clients); high-net-worth individuals ($90 million, 64 clients).
Does Principal Advised Services have any disciplinary history?
Principal Advised Services reports no disciplinary disclosures in Item 11 of its Form ADV. Check the SEC’s adviser search for the latest record.
Where these numbers come from
Every figure is Principal Advised Services’s own answer on its latest Form ADV, from the SEC’s registered-adviser list as of October 1, 2026: regulatory assets and accounts (Item 5.F), clients by type (5.D), employees (5.A and 5.B), compensation (5.E) and services (5.G). Custodians come from Schedule D 5.K(3) of its latest filing (2026-07-10), which lists those holding 10% or more of separately managed account assets and the amount at each. “Hybrid” means some employees are also registered representatives of a broker-dealer (Item 5.B(2)); affiliated broker-dealers are the related persons it lists in Item 7.A and Schedule D. Firm type comes from its own answers: broker-dealer firms are registered broker-dealers themselves (Item 6.A); private fund advisers manage mostly private funds (Item 7.B, 5.D); wealth managers manage at least half their assets for individuals (5.D). Ranks compare it by regulatory assets with every SEC-registered adviser and with firms of its type. Figures are as of the firm’s last annual update, so they can lag recent deals and market moves. Regulatory AUM counts assets the firm continuously supervises and can differ from what a firm markets.
Not an endorsement or a recommendation. Before hiring any adviser, read its Form ADV Part 2A brochure and check its record on the SEC’s adviser search. How to check a financial advisor →