# Principal Advised Services

> 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.

- CRD: 297324
- Filed as: PRINCIPAL ADVISED SERVICES
- Legal name: Principal Advised Services, LLC
- Registration: SEC-registered investment adviser (status as filed: Approved)
- Location: Des Moines, IA
- Filing period: October 2026
- Form ADV filing dated: July 10, 2026
- SEC record (IAPD): https://adviserinfo.sec.gov/firm/summary/297324
- AdvisorCensus page: https://advisorcensus.com/firm/principal-advised-services-des-moines-ia-297324

## Quick answers

**How is Principal Advised Services compensated?**
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).

**Where is Principal Advised Services located?**
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).

**Is Principal Advised Services registered with the SEC or a state?**
Principal Advised Services is an SEC-registered investment advisory firm, registered since 2018. Status as filed: Approved. CRD 297324.

**How much does Principal Advised Services manage?**
Principal Advised Services reports $1,422,868,428 in regulatory assets under management in its Form ADV filing dated July 10, 2026 (100% discretionary).

**How have Principal Advised Services' assets and staff changed since 2021?**
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.

**What types of clients does Principal Advised Services serve?**
By number of clients on Form ADV Item 5.D: individuals (other than high net worth individuals) (23,100); high net worth individuals (64).

**Which custodians does Principal Advised Services use?**
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.

**Does Principal Advised Services report any disciplinary disclosures?**
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

**What changed in Principal Advised Services' recent Form ADV filings?**
In the August 2026 filing data: Updated its list of owners and control persons (Schedule A).

## From the Form ADV filing

### Compensation (Item 5.E)
- A percentage of assets under your management
- Fixed fees (other than subscription fees)

### Custodians (Schedule D, Section 5.K(3))
- Apex Clearing Corporation

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.

### Regulatory assets under management (Item 5.F)
- Total: $1,422,868,428
- Discretionary: $1,422,868,428
- Non-discretionary: $0

### Clients (Item 5.D)

| Client type | Clients | Assets |
| --- | --- | --- |
| Individuals (other than high net worth individuals) | 23,100 | $1,333,121,204 |
| High net worth individuals | 64 | $89,747,224 |
| Banking or thrift institutions | 0 | $0 |
| Investment companies | 0 | $0 |
| Business development companies | 0 | $0 |
| Pooled investment vehicles (other than investment companies and business development companies) | 0 | $0 |
| Pension and profit sharing plans (but not the plan participants or government pension plans) | 0 | $0 |
| Charitable organizations | 0 | $0 |
| State or municipal government entities (including government pension plans) | 0 | $0 |
| Other investment advisers | 0 | $0 |
| Insurance companies | 0 | $0 |
| Sovereign wealth funds and foreign official institutions | 0 | $0 |
| Corporations or other businesses not listed above | 0 | $0 |
| Other | 0 | $0 |

### Advisory services (Item 5.G)
- Financial planning services
- Portfolio management for individuals and/or small businesses

### Firm details
- Registered since: 2018 (7 years)
- Employees: 383 total, 230 performing advisory functions
- Wrap fee program participation: Yes
- States registered or notice-filed: 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
- Disclosures (Item 11): Reports no disclosure items on Form ADV Item 11.

### Other offices (Schedule D, Section 1.F), as of the August 2026 filing
- Charlotte, NC
- Denver, CO
- Orlando, FL

### Websites listed on Form ADV (Item 1.I)
- principal.com
- reddit.com/user/Principal
- Facebook @PRINCIPALFINANCIAL
- Instagram @PRINCIPAL
- LinkedIn @PRINCIPALFINANCIALGROUP
- Pinterest @PrincipalFinancialGroup
- X @principal
- X @principal_help
- YouTube @PRINCIPALFINANCIAL

## Assets and staff over time

| Data period | Regulatory assets under management | Employees | Filing dated |
| --- | --- | --- | --- |
| October 2021 | $109,577,873 | 69 | October 1, 2021 |
| October 2022 | $261,312,637 | 89 | September 23, 2022 |
| October 2023 | $352,564,235 | 115 | August 31, 2023 |
| October 2024 | $569,489,941 | 140 | April 25, 2024 |
| October 2025 | $887,316,440 | 343 | April 2, 2025 |
| October 2026 | $1,422,868,428 | 383 | July 10, 2026 |

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.

## Changes in the filing (last 12 months)

### August 2026
- Updated its list of owners and control persons (Schedule A).

### June 2026
- Updated its list of owners and control persons (Schedule A).

### April 2026
- 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).

### February 2026
- Updated its list of owners and control persons (Schedule A).

## Source

Form ADV as filed, October 2026. Values appear as filed. Cite as: AdvisorCensus. Principal Advised Services (CRD 297324): Form ADV filing data as of October 2026.