{
  "crd_number": 297324,
  "slug": "principal-advised-services-des-moines-ia-297324",
  "primary_business_name": "PRINCIPAL ADVISED SERVICES",
  "legal_name": "PRINCIPAL ADVISED SERVICES, LLC",
  "dbas": [],
  "city": "Des Moines",
  "state": "IA",
  "country": "United States",
  "cbsa_code": "19780",
  "metro": {
    "cbsa_code": "19780",
    "common_name": "Des Moines",
    "msa_name": "Des Moines-West Des Moines, IA",
    "path": "/advisors/ia/des-moines"
  },
  "registration_type": "sec",
  "registration_status": "Approved",
  "registration_date": "2018-12-14",
  "years_registered": 7,
  "period": "2026-10-01",
  "filing_date": "2026-07-10",
  "carried_forward": false,
  "raum_total": 1422868428.0,
  "raum_discretionary": 1422868428.0,
  "raum_non_discretionary": 0.0,
  "raum_band": "1b_5b",
  "raum_band_label": "$1 billion to $5 billion",
  "total_employees": 383,
  "advisory_employees": 230,
  "client_count_bucket": null,
  "clients_by_type": {
    "other": {
      "raum": 0.0,
      "count": 0
    },
    "charitable": {
      "raum": 0.0,
      "count": 0
    },
    "individuals": {
      "raum": 1333121204.0,
      "count": 23100
    },
    "banking_thrift": {
      "raum": 0.0,
      "count": 0
    },
    "state_municipal": {
      "raum": 0.0,
      "count": 0
    },
    "insurance_companies": {
      "raum": 0.0,
      "count": 0
    },
    "investment_companies": {
      "raum": 0.0,
      "count": 0
    },
    "pension_profit_sharing": {
      "raum": 0.0,
      "count": 0
    },
    "other_investment_advisers": {
      "raum": 0.0,
      "count": 0
    },
    "high_net_worth_individuals": {
      "raum": 89747224.0,
      "count": 64
    },
    "pooled_investment_vehicles": {
      "raum": 0.0,
      "count": 0
    },
    "corporations_other_businesses": {
      "raum": 0.0,
      "count": 0
    },
    "business_development_companies": {
      "raum": 0.0,
      "count": 0
    },
    "sovereign_wealth_foreign_official": {
      "raum": 0.0,
      "count": 0
    }
  },
  "compensation_types": [
    "fixed",
    "percentage_of_aum"
  ],
  "advisory_activities": [
    "financial_planning",
    "portfolio_management_individuals"
  ],
  "wrap_fee_participant": true,
  "disclosure_yes_count": 0,
  "states_registered": [
    "AK",
    "AL",
    "AR",
    "AZ",
    "CA",
    "CO",
    "CT",
    "DC",
    "DE",
    "FL",
    "GA",
    "HI",
    "IA",
    "ID",
    "IL",
    "IN",
    "KS",
    "KY",
    "LA",
    "MA",
    "MD",
    "ME",
    "MI",
    "MN",
    "MO",
    "MS",
    "MT",
    "NC",
    "ND",
    "NE",
    "NH",
    "NJ",
    "NM",
    "NV",
    "NY",
    "OH",
    "OK",
    "OR",
    "PA",
    "RI",
    "SC",
    "SD",
    "TN",
    "TX",
    "UT",
    "VA",
    "VT",
    "WA",
    "WI",
    "WV",
    "WY"
  ],
  "websites": [
    "https://facebook.com/PRINCIPALFINANCIAL",
    "https://instagram.com/PRINCIPAL",
    "https://linkedin.com/COMPANY/PRINCIPALFINANCIALGROUP",
    "https://pinterest.com/PrincipalFinancialGroup",
    "https://principal.com",
    "https://reddit.com/user/Principal",
    "https://x.com/principal",
    "https://x.com/principal_help",
    "https://youtube.com/USER/PRINCIPALFINANCIAL"
  ],
  "iapd_url": "https://adviserinfo.sec.gov/firm/summary/297324",
  "city_as_filed": "DES MOINES",
  "url": "https://advisorcensus.com/firm/principal-advised-services-des-moines-ia-297324",
  "display_name": "Principal Advised Services",
  "summary": "Principal Advised Services is an SEC-registered investment advisory firm in Des Moines, IA, registered since 2018, reporting $1 billion to $5 billion in regulatory assets under management in its Form ADV filing dated July 10, 2026.",
  "citation": "AdvisorCensus. Principal Advised Services (CRD 297324): Form ADV filing data as of October 2026.",
  "registration_type_label": "SEC-registered investment adviser",
  "compensation_labels": [
    "A percentage of assets under your management",
    "Fixed fees (other than subscription fees)"
  ],
  "advisory_activity_labels": [
    "Financial planning services",
    "Portfolio management for individuals and/or small businesses"
  ],
  "quick_answers": [
    {
      "q": "How is Principal Advised Services compensated?",
      "a": "On its Form ADV (Item 5.E, October 2026), Principal Advised Services reports these compensation arrangements: a percentage of assets under its management; fixed fees (other than subscription fees)."
    },
    {
      "q": "Where is Principal Advised Services located?",
      "a": "Principal Advised Services' principal office is in Des Moines, IA, according to its Form ADV; the August 2026 filing also lists 3 other offices (Schedule D, Section 1.F)."
    },
    {
      "q": "Is Principal Advised Services registered with the SEC or a state?",
      "a": "Principal Advised Services is an SEC-registered investment advisory firm, registered since 2018. Status as filed: Approved. CRD 297324."
    },
    {
      "q": "How much does Principal Advised Services manage?",
      "a": "Principal Advised Services reports $1,422,868,428 in regulatory assets under management in its Form ADV filing dated July 10, 2026 (100% discretionary)."
    },
    {
      "q": "How have Principal Advised Services' assets and staff changed since 2021?",
      "a": "In the Form ADV data for Principal Advised Services: Regulatory assets under management: $109,577,873 in the October 2021 data and $1,422,868,428 in the October 2026 data, up 1198%. Total employees: 69 in October 2021 and 383 in October 2026. Assets under management move with markets as well as with clients coming and going."
    },
    {
      "q": "What types of clients does Principal Advised Services serve?",
      "a": "By number of clients on Form ADV Item 5.D: individuals (other than high net worth individuals) (23,100); high net worth individuals (64)."
    },
    {
      "q": "Which custodians does Principal Advised Services use?",
      "a": "Principal Advised Services' most recent Form ADV filing (Schedule D, Section 5.K(3)) lists Apex Clearing Corporation as a custodian holding 10% or more of its separately managed account assets."
    },
    {
      "q": "Does Principal Advised Services report any disciplinary disclosures?",
      "a": "Reports no disclosure items on Form ADV Item 11. The detail of any item is on the firm's SEC record: https://adviserinfo.sec.gov/firm/summary/297324"
    },
    {
      "q": "What changed in Principal Advised Services' recent Form ADV filings?",
      "a": "In the August 2026 filing data: Updated its list of owners and control persons (Schedule A)."
    }
  ],
  "filing_history": [
    {
      "period": "2021-10-01",
      "regulatory_assets_under_management": 109577873.0,
      "total_employees": 69,
      "filing_date": "2021-10-01"
    },
    {
      "period": "2022-10-01",
      "regulatory_assets_under_management": 261312637.0,
      "total_employees": 89,
      "filing_date": "2022-09-23"
    },
    {
      "period": "2023-10-01",
      "regulatory_assets_under_management": 352564235.0,
      "total_employees": 115,
      "filing_date": "2023-08-31"
    },
    {
      "period": "2024-10-01",
      "regulatory_assets_under_management": 569489941.0,
      "total_employees": 140,
      "filing_date": "2024-04-25"
    },
    {
      "period": "2025-10-01",
      "regulatory_assets_under_management": 887316440.0,
      "total_employees": 343,
      "filing_date": "2025-04-02"
    },
    {
      "period": "2026-10-01",
      "regulatory_assets_under_management": 1422868428.0,
      "total_employees": 383,
      "filing_date": "2026-07-10"
    }
  ],
  "recent_changes": [
    {
      "period": "2026-08-01",
      "period_label": "August 2026",
      "notes": [
        "Updated its list of owners and control persons (Schedule A)."
      ]
    },
    {
      "period": "2026-06-01",
      "period_label": "June 2026",
      "notes": [
        "Updated its list of owners and control persons (Schedule A)."
      ]
    },
    {
      "period": "2026-04-01",
      "period_label": "April 2026",
      "notes": [
        "Employees performing advisory functions went from 215 to 230.",
        "Regulatory assets under management went from $887,316,440 to $1,422,868,428 (+60%).",
        "Added an office in Denver, CO.",
        "Added an office in Orlando, FL.",
        "Updated its list of owners and control persons (Schedule A)."
      ]
    },
    {
      "period": "2026-02-01",
      "period_label": "February 2026",
      "notes": [
        "Updated its list of owners and control persons (Schedule A)."
      ]
    }
  ],
  "fees_from_brochure": null,
  "custodians": [
    {
      "name": "Apex Clearing Corporation",
      "name_as_filed": "APEX CLEARING CORPORATION",
      "affiliated": false
    }
  ],
  "custodians_note": "Custodians holding 10% or more of the firm's separately managed account assets, as filed on Form ADV (Schedule D, Section 5.K(3)). A custodian holds client assets; it does not endorse or supervise the firm. AdvisorCensus has no relationship with any custodian.",
  "markdown_url": "https://advisorcensus.com/firm/principal-advised-services-des-moines-ia-297324.md",
  "clients": [
    {
      "type": "individuals",
      "label": "Individuals (other than high net worth individuals)",
      "count": 23100,
      "fewer_than_5": false,
      "raum": 1333121204.0
    },
    {
      "type": "high_net_worth_individuals",
      "label": "High net worth individuals",
      "count": 64,
      "fewer_than_5": false,
      "raum": 89747224.0
    },
    {
      "type": "banking_thrift",
      "label": "Banking or thrift institutions",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    },
    {
      "type": "investment_companies",
      "label": "Investment companies",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    },
    {
      "type": "business_development_companies",
      "label": "Business development companies",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    },
    {
      "type": "pooled_investment_vehicles",
      "label": "Pooled investment vehicles (other than investment companies and business development companies)",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    },
    {
      "type": "pension_profit_sharing",
      "label": "Pension and profit sharing plans (but not the plan participants or government pension plans)",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    },
    {
      "type": "charitable",
      "label": "Charitable organizations",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    },
    {
      "type": "state_municipal",
      "label": "State or municipal government entities (including government pension plans)",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    },
    {
      "type": "other_investment_advisers",
      "label": "Other investment advisers",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    },
    {
      "type": "insurance_companies",
      "label": "Insurance companies",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    },
    {
      "type": "sovereign_wealth_foreign_official",
      "label": "Sovereign wealth funds and foreign official institutions",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    },
    {
      "type": "corporations_other_businesses",
      "label": "Corporations or other businesses not listed above",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    },
    {
      "type": "other",
      "label": "Other",
      "count": 0,
      "fewer_than_5": false,
      "raum": 0.0
    }
  ],
  "disclosure_line": "Reports no disclosure items on Form ADV Item 11.",
  "disclosure_items": [],
  "indexable": true,
  "suppressed": false,
  "claimed": false,
  "enhanced": false,
  "provided_by_the_firm": null,
  "source": {
    "name": "Form ADV",
    "as_of": "2026-10-01",
    "iapd_url": "https://adviserinfo.sec.gov/firm/summary/297324",
    "operator": "BH Monitor Services, LLC",
    "license": "https://creativecommons.org/licenses/by/4.0/",
    "credit": "AdvisorCensus (advisorcensus.com), from SEC Form ADV data"
  }
}