SEC-registered wealth management firm Broker-dealer affiliated
Principal Advised Services
As of its Form ADV filed July 10, 2026, Principal Advised Services, an SEC-registered, broker-dealer affiliated wealth management firm in Des Moines, Iowa, reported $1.4 billion in regulatory assets under management across 23,164 accounts, ranking #12 among all wealth firms in Iowa by assets.
Registration
- Main office
- Des Moines, IA
- Registration
- SEC-registered, Approved
- CRD number
- 297324
- SEC file number
- 801-114432
- Registered since
- December 14, 2018
- Latest Form ADV filing
- July 10, 2026
- Legal name
- PRINCIPAL ADVISED SERVICES, LLC
- Organized as
- Limited Liability Company
- Fiscal year ends
- December
- Other offices
- 92
Key figures
- Regulatory assets under management
- $1.4 billion
- Discretionary
- $1.4 billion (100.0%)
- Non-discretionary
- $0
- Accounts
- 23,164 (23,164 discretionary)
- Clients
- 39,701, approximate as reported
- Employees
- 383
- Advisory staff
- 230 performing investment advisory functions
- Average account
- $61,426
- Asset growth, 1 year
- 60.4% (from $887.3 million a year earlier)
- Asset growth, 3-year annual rate
- 59.2% (from $352.6 million three years earlier)
- Asset growth, 5-year annual rate
- 67.0% (from $109.6 million five years earlier)
- Client growth, 1 year
- 78.5% (from 22,246)
Broker-dealer affiliated. The firm is affiliated with a bank (Item 7.A(8)) that is part of a group with a broker-dealer (Item 7.A(1)) or controlled by a public company (Schedule D, Item 10.A). It is ranked among all wealth firms, the directory's view that includes wirehouses and broker-dealer firms, not in the main lists of independent RIAs. How firms are classed.
Growth rates come from the SEC's yearly snapshots and are left blank when the years are not comparable.
Rankings
Among all wealth firms, including wirehouses and broker-dealer firms.
Assets over time
Data table
| As of | RAUM |
|---|---|
| October 1, 2019 | $0 |
| October 1, 2020 | $29.6 million |
| October 4, 2021 | $109.6 million |
| October 3, 2022 | $261.3 million |
| October 5, 2023 | $352.6 million |
| October 1, 2024 | $569.5 million |
| September 2, 2025 | $887.3 million |
| October 2, 2026 | $1.4 billion |
Clients and services
Client mix
| Measure | Bar | RAUM |
|---|---|---|
| Individuals (other than high net worth) 23,100 clients | $1.3 billion | |
| High net worth individuals 64 clients | $89.7 million |
How the firm is paid
- A percentage of assets under management
- Fixed fees
Advisory services
- Financial planning
- Portfolio management for individuals or small businesses
Financial planning clients (Item 5.H): 1-10.
Wrap fee program sponsor or portfolio manager: yes.
Other business, affiliations and custody
Other business activities (Item 6.A)
None reported.
Financial industry affiliations (Item 7.A)
- Broker-dealer
- Other investment adviser
- Commodity pool operator or commodity trading advisor
- Banking or thrift institution
- Trust company
- Insurance company or agency
- Sponsor or syndicator of limited partnerships
- Sponsor, general partner or managing member of pooled investment vehicles
Custody (Item 9)
The firm reported custody of client cash or securities, $68.3 million in total.
Investment adviser representatives
- IARs registered with the firm
- 231
- Also registered through a broker-dealer
- 229
- Employees who are IARs (Form ADV 5.B(3))
- 227
Designations held by the firm's IARs: ChFC 8, CFP 6, CFA 1.
Between 11 and 54 of the firm's 231 IARs are registered in jurisdictions that require IAR CE. The source counts registrations by jurisdiction, and many IARs are registered in more than one, so the exact number is not knowable from it. IAR CE requirements by state.
Counts only. AdvisorIQ does not list individual people.
Disclosures
On Form ADV Item 11 the firm answered yes to 0 disclosure questions. See the detail on IAPD.
Succession and acquired firms
On Form ADV Item 4 the firm did not report succeeding to another adviser's business.
Similar-sized firms in Iowa
| Firm | City | RAUM |
|---|---|---|
| Gilbert & Cook, Inc. | West Des Moines | $1.7 billion |
| Accel Wealth Management | Waverly | $1.1 billion |
| Northwest Wealth Management, LLC | Spencer | $1.0 billion |
| Legacy Financial Group | Des Moines | $1.0 billion |
| Syverson Strege | West Des Moines | $910.8 million |
The five wealth firms, broker-dealer affiliated firms included, nearest in regulatory assets with a main office in the same state.
Elsewhere
- Principal Advised Services on IAPD: Form ADV, brochures and disclosure detail.
- Firm website: www.principal.com
- Wealth management firms in Iowa
Firm data as of October 2, 2026, from ia100226.zip. Figures are as the firm reported them; corrections are made on Form ADV and appear after the next monthly reload.
Data as of October 2, 2026, from Form ADV. Sources: SEC registered adviser data (ia100226.zip) and IAPD compilation reports. How the directory is built.