# Principal Asset Management AG

Principal Asset Management AG is a Multi Family Office based in Des Moines, Liechtenstein.

## Overview

- **Organization type:** Multi Family Office
- **Headquarters:** Des Moines, Liechtenstein
- **Region:** Europe
- **Address:** Schaan, Liechtenstein
- **Founded:** 1989
- **Assets under management:** Undisclosed
- **Website:** principalam.com
- **LinkedIn:** https://www.linkedin.com/company/principal-asset-management/
- **Wikidata:** Q89127212

## Regulatory record

- **CRD number:** 109002
- **SEC file number:** 801-55959
- **Registration status:** Registered
- **Reports private funds:** Yes
- **IAPD record:** https://adviserinfo.sec.gov/firm/summary/109002

## About

Principal Asset Management AG was established in 1989 by Heimo Quaderer. The owner-managed firm maintains its headquarters in Schaan and operates a second hub in Zurich under FINMA supervision. The firm allocates across private equity, private credit, hedge funds, real estate, infrastructure and direct co-investments or SPVs. It covers buyout through growth stages as well as seed to Series G rounds. Confirmed positions span Energy Transition & Renewables, Healthcare Services and Mobility & Transportation. Geographic reach includes Europe, North America and Asia. The firm also manages mixed-use real estate in Europe, art collections in Liechtenstein and Switzerland, business jets and yachts. No headcount figure is published. The firm belongs to the Association of Independent Asset Managers in Liechtenstein as a founding member and holds membership in the Swiss Association of Wealth Managers. H.I.R.H. Simeon von Habsburg serves as Partner and Managing Director alongside other named partners on the board. Ownership remains with the partner group, aligning incentives through direct equity participation rather than external capital raises or third-party mandates. This closed structure supports independent decision-making on long-term wealth structuring for the client families.

## Sectors

- Energy Transition & Renewables
- Healthcare Services
- Mobility & Transportation
- AI/ML
- Cybersecurity

## Offices

- Zurich, Switzerland

## People

- Heimo Quaderer — Partner and Chairman of the Board of Directors
- H.I.R.H. Simeon von Habsburg — Partner, Managing Director, and Member of the Board of Directors
- H.S.H. Prince Michael of Liechtenstein — Non-Executive Director
- Luis Ott — Partner and Non-Executive Director
- Hugo Quaderer — Member of the Board of Directors
- Marcel Marentini — Senior Analyst and Fund Manager

## Questions

### Who runs investment decisions at Principal Asset Management AG?

Heimo Quaderer serves as Partner and Chairman. H.I.R.H. Simeon von Habsburg acts as Partner and Managing Director. The partner group collectively oversees manager selection and risk oversight.

### Does Principal Asset Management AG participate in fund commitments or only direct deals?

It uses both approaches. Allocations include fund-of-funds commitments alongside direct co-investments and SPVs.

### What investment stages does Principal Asset Management AG typically target?

The firm covers buyout, growth, seed and Series A through Series G. It also allocates to private credit and infrastructure.

### How is Principal Asset Management AG related to Geopolitical Intelligence Services AG?

H.S.H. Prince Michael of Liechtenstein serves as Non-Executive Director at Principal Asset Management AG and founded Geopolitical Intelligence Services AG.

### What is Principal Asset Management AG's known posture on co-investments alongside external GPs?

The firm executes direct co-investments and SPVs in addition to fund commitments. No specific co-investment partners are named in available records.

## Related profiles

- [Premia Capital](https://altss.com/profile/premia-capital)
- [Private Client Partners](https://altss.com/profile/private-client-partners)

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

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