# Principal Advised Services

Principal Advised Services is a Bank / Wealth / Trust based in Des Moines, United States.

## Overview

- **Organization type:** Bank / Wealth / Trust
- **Headquarters:** Des Moines, United States
- **Region:** North America
- **Address:** Des Moines, IA, United States
- **Founded:** 2018
- **Assets under management:** Undisclosed
- **Website:** principal.com
- **LinkedIn:** https://www.linkedin.com/company/principalfinancialgroup

## Regulatory record

- **CRD number:** 297324
- **SEC file number:** 801-114432
- **Registration status:** APPROVED
- **Latest Form ADV filing:** 2026-05-18T05:00:00.000Z
- **Reports private funds:** No
- **Private funds reported:** 0
- **IAPD record:** https://adviserinfo.sec.gov/firm/summary/297324

## About

Principal Advised Services is an SEC-registered investment adviser in Des Moines, IA, registered since 2018. The firm manages approximately $1.4 billion in regulatory assets. It has 383 employees and 230 investment advisers.

## Sectors

- Retirement Planning
- Wealth Management
- Estate Planning
- Tax Strategy

## People

- Dan Houston — Chief Executive Officer, Principal Financial Group
- Kara Hoogensen — Senior Vice President, Principal Advised Services

## Questions

### Who runs investment decisions at Principal Advised Services?

Investment strategy is set globally by Principal Global Investors, the parent company's institutional asset management division. Individual advisors at Principal Advised Services then tailor portfolios to client goals using a centralized model- portfolio framework, not bespoke security selection. Kara Hoogensen leads the overall wealth unit but does not direct investment mandates.

### How is Principal Advised Services regulated?

The unit operates as a registered investment adviser (RIA) under Principal Financial Group's FINRA and SEC registrations. Advisors carry Series 7 and 66 licenses through Principal Securities, Inc., the firm's broker-dealer, and the trust business operates through Principal Trust Company, a South Dakota-chartered institution.

### What is Principal Advised Services' relationship to Principal Global Investors?

Principal Global Investors functions as the in-house asset manager for the wealth unit, supplying mutual funds, ETFs, and collective investment trusts. Most client portfolios are built predominantly from these proprietary products, though external funds are occasionally used where Principal lacks a competitive offering, particularly in alternatives.

### How does the firm structure its advisor compensation?

Advisors at Principal Advised Services are compensated on salary plus incentive bonus, not on a traditional grid-payout of fees and commissions. The firm uses this structure to reduce product-pushing incentives and align advisor behavior with fiduciary planning outcomes.

### Which client segments does Principal Advised Services focus on?

The practice centers on pre-retirees and mid-career professionals — teachers, small-business owners, and corporate executives — many of whom enter through Principal's workplace retirement-plan relationships. Trust and estate services skew toward older clients with more complex intergenerational needs.

### Does the firm offer direct private equity or venture capital access?

No. Principal Advised Services does not originate direct private deals for its wealth clients. Alternatives exposure, when used, comes through interval funds or registered products managed by Principal Global Investors.

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Last updated: 2026-06-03T20:00:00.000Z

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