PRINCIPAL SECURITIES, INC.

Broker-DealerFINRA MemberEst. 1997
Total AUM
$17B
Discretionary
$14.1B
83% of AUM
Accounts
68,981
Employees
1,464
Advisory reps
2,776
Brokerage reps
1,424

Firm details

Headquarters
DES MOINES, Iowa
CRD number
1137
Registered since
October 10, 1997
Website
www.principal.com
Custodians
NATIONAL FINANCIAL SERVICES LLC
Fee structure
Percentage of AUM, Hourly Charges, Fixed Fees, Other
Client types
  • Individuals65.85%
  • HNWI32.46%
  • Corporations / Businesses1.11%
  • Charitable Organizations0.46%
  • Pension & Profit Sharing Plans0.12%
Services
Financial PlanningPortfolio Management for IndividualsPortfolio Management for Institutional ClientsPension ConsultingSelection of Other AdvisersEducational Seminars / Workshops

Firm profile

FINTRX

Overview

Principal Securities, Inc. operates as a corporate insurance broker‑dealer that also provides advisory services. Registered with the SEC since 1997, the firm serves both individual/family and institutional clients and combines brokerage activity with financial planning and portfolio management for individuals, small businesses, and institutions. Its advisory menu includes pension consulting, selection of third‑party advisers, and educational seminars. The firm reports being an active ESG investor and uses a mix of fee models—percentage of AUM, hourly and fixed fees, and other arrangements.

Assets & Accounts

Public Holdings

Investments & Alternatives

Location & Offices

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Investment profile

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Traditional investments used

Alternative investments used

Active ESG investor

Technology & operations

FINTRX

CRM & tech providers

TAMPs used

Clients

FINTRX

Client base

Client personas

Asset composition

Asset composition: Public Funds/Mutual Funds 75%, Exchange Traded Equities 14%, Cash & Cash Equivalents 4%, Non-Exchange Traded Equities 1%, US Government Bonds 1%, State & Local Bonds 1%, Investment Grade Corp Bonds 1%, Non-Investment Grade Corp Bonds 1%, Private Funds 1%, Other 1%75%
  • Public Funds/Mutual Funds75%
  • Exchange Traded Equities14%
  • Cash & Cash Equivalents4%
  • Non-Exchange Traded Equities1%
  • US Government Bonds1%

Owners & executives

3 of 20

  • SARAH FRIEBERG

    Founder & CEOCRD 6203241

  • THOMAS DROGAN

    Chief Compliance OfficerCRD 2760482

  • INAAM ZIYADEH

    President, CEOCRD 6291488

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Contacts

3 of 2756

  • Daija Dietz

    Registered RepresentativeCRD 8059565

  • BRANDON LITTLETON

    Financial RepresentativeCRD 5888076

  • FRANK LEONG

    Registered RepresentativeCRD 5971895

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Wealth teams

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Newly hired reps

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Recent M&A activity

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Recent filings

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Awards

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ETF holdings

1 of 861

Active vs passive

$5.3B in ETFs

Passive

59%

$3.1B

Active

30%

$2.2B

ETFProviderStyleCategoryValueShares% of portfolio
PRINCIPAL US MEGA-CAP ETF (USMC)ActiveLarge Blend$305M4,736,9545.72%
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Location

Primary office

DES MOINES, IA

POLK

Location

DES MOINES, IA

Headquartered in DES MOINES, IA, anchoring the Des Moines-Ames-West Des Moines, IA metro in the Midwest.

Metro area
Des Moines-Ames-West Des Moines, IA
Region
Midwest
County
POLK
Address
711 High St
Time zone
CT (UTC-6)
Office locations

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Source: FINTRX private wealth data intelligence

Intelligence for Private Wealth