Firm profile

Principal Advised Services

DES MOINES, IACRD 297324Registration Status: ApprovedEffective since December 14, 2018SEC # 801-114432Latest ADV July 10, 2026

Principal Advised Services is an SEC registered investment adviser organized as a limited liability company with a primary office location in Des Moines, IA. Its latest Form ADV filing, dated July 10, 2026, reports $1.4B in regulatory assets under management, 383 employees, 93 offices, and 23,164 accounts.

Assets Under Management
$1.4B
Employees
383
Offices
93 offices
Total Clients
23,164

Associated firm names

2 names listed
  • PRINCIPAL ADVISED SERVICES
  • PRINCIPAL ADVISED SERVICES, LLC

Leadership

5 roles identified
CEOJoseph S. Sicchitano
CCOKori D. Cusick
CFOMatthew M. Smith

Advisory services offered

2 types reported
Financial Planning Services
Portfolio management for individuals and small businesses

Fee models offered

2 types reported
Asset based fees
Fixed fees

Offices & Contact

Primary office

DES MOINES, Iowa, United States

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Primary office regionOther reported regions

Shading shows states and countries with reported offices. Cities are listed below; shading does not indicate service coverage.

Iowa

DES MOINESPrimary office

Colorado

DENVER

Florida

ORLANDO

North Carolina

CHARLOTTE

4 office records listed · 93 total offices reported. 22 additional office addresses are undisclosed and are not mapped. Counts can use different reporting dates. SEC filers may list only their largest 25 additional offices.

Contact and digital presence

ADV profile links

Regulatory Assets Under Management Breakdown

Total regulatory assets under management$1.4Bas of July 10, 2026
Discretionary100.0%
$1.4B
100% of total RAUM100.0%
Non-discretionary0.0%
$0
0% of total RAUM0.0%
All regulatory assets under management are discretionary.

Client Coverage Demographics

Top client segmentIndividuals represent 99.7% of total clients.
Top client categories% of clientsClients
1
Individuals
99.7%
23,100
2
HNWI
0.3%
64

Assets under management Growth by Quarter

Quarterly points use the latest ADV filing or SEC roster snapshot available in each quarter.

Total AUM$1.4B
Total Accounts23,164
10Y AUM Change+$1.4B

Private Funds

Private funds reported by Principal Advised Services

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Employee Growth by Quarter

Quarterly points use the latest ADV filing or SEC roster snapshot available in each quarter.

Total Employees383
Clients per Employee60:1
10Y Employee Change+341 (+811.9%)

Historical AUM and employee figures reflect available SEC Form ADV filings under this CRD. Filing gaps may reflect registration status changes, dormant periods, state registration periods, firm restructuring, or other reporting changes. Rialytix does not interpolate missing periods.


Ownership

Reported direct and indirect ownership ranges

Each range applies to a separate reported relationship and should not be added together.

Reported ownership ranges

Highlighted bands show the percentage range reported in Form ADV.

0%25%50%75%100%
PRINCIPAL HOLDING COMPANY, LLCDirect owner · Schedule AInterest in PRINCIPAL ADVISED SERVICES
75%+
PRINCIPAL LIFE INSURANCE COMPANYIndirect owner · Schedule BInterest in PRINCIPAL HOLDING COMPANY, LLC
75%+
PRINCIPAL FINANCIAL SERVICES, INC.Indirect owner · Schedule BInterest in PRINCIPAL LIFE INSURANCE COMPANY
75%+
PRINCIPAL FINANCIAL GROUP, INC.Indirect owner · Schedule BInterest in PRINCIPAL FINANCIAL SERVICES, INC.
75%+

Bars represent the reported range at that individual ownership step, not an estimated percentage of the advisory firm. Indirect relationships may refer to intermediate entities rather than directly to Principal Advised Services.

Reported ownership and control details

Form ADV · Filing date 2026-07-10 · Schedules A and B

24 entries
#Owner / person & roleInterest in entityReported interestControl personTitle / status acquiredSource
1BRIAN STEVEN NESSDIRECTORIndividualPRINCIPAL ADVISED SERVICESLess than 5%Code NAYesDIRECTOR12/2020Schedule APDF page 45
2AMY M MONTFORDCHIEF OPERATING OFFICERIndividualPRINCIPAL ADVISED SERVICESLess than 5%Code NAYesCHIEF OPERATING OFFICER01/2026Schedule APDF page 45
3RYAN DOUGLAS DOWNINGDIRECTORIndividualPRINCIPAL ADVISED SERVICESLess than 5%Code NAYesDIRECTOR07/2021Schedule APDF page 45
4GREGORY SCOTT LONGCHIEF MARKETING OFFICERIndividualPRINCIPAL ADVISED SERVICESLess than 5%Code NAYesCHIEF MARKETING OFFICER09/2021Schedule APDF page 45
5JUSTIN MILLER DEASYASSOCIATE GENERAL COUNSEL AND CORPORATE SECRETARYIndividualPRINCIPAL ADVISED SERVICESLess than 5%Code NAYesASSOCIATE GENERAL COUNSEL AND CORPORATE SECRETARY09/2021Schedule APDF page 45
6DANNA M ROBINSON SAATHOFFCHIEF LEARNING OFFICERIndividualPRINCIPAL ADVISED SERVICESLess than 5%Code NANoCHIEF LEARNING OFFICER09/2021Schedule APDF page 45
7BARBARA WENIGDIRECTORIndividualPRINCIPAL ADVISED SERVICESLess than 5%Code NAYesDIRECTOR10/2021Schedule APDF page 45
8ERIC VANDERLEEKCHIEF SALES OFFICERIndividualPRINCIPAL ADVISED SERVICESLess than 5%Code NAYesCHIEF SALES OFFICER08/2022Schedule APDF page 45
9PRINCIPAL HOLDING COMPANY, LLCOWNERDomestic entityPRINCIPAL ADVISED SERVICES75% or moreCode EYesOWNER01/2024Schedule APDF page 45
10nisha R sureshCHIEF TECHNOLOGY OFFICERIndividualPRINCIPAL ADVISED SERVICESLess than 5%Code NAYesCHIEF TECHNOLOGY OFFICER03/2024Schedule APDF page 45
11BRADLEY WAYNE NORTONCHIEF OPERATIONS OFFICERIndividualPRINCIPAL ADVISED SERVICESLess than 5%Code NAYesCHIEF OPERATIONS OFFICER03/2025Schedule APDF page 45
12MICHAEL FRANCIS MURRAYDIRECTORIndividualPRINCIPAL ADVISED SERVICESLess than 5%Code NAYesDIRECTOR03/2025Schedule APDF page 46
13Daniel Simon VanWinkleANTI-MONEY LAUNDERING OFFICERIndividualPRINCIPAL ADVISED SERVICESLess than 5%Code NAYesANTI-MONEY LAUNDERING OFFICER01/2025Schedule APDF page 46
14SCOTT ALLEN CHRISTENSENDIRECTORIndividualPRINCIPAL ADVISED SERVICESLess than 5%Code NAYesDIRECTOR03/2025Schedule APDF page 46
15Michael PolichCHIEF INVESTMENT OFFICERIndividualPRINCIPAL ADVISED SERVICESLess than 5%Code NAYesCHIEF INVESTMENT OFFICER01/2025Schedule APDF page 46
16Christopher Agbe-DaviesASSISTANT CORPORATE SECRETARYIndividualPRINCIPAL ADVISED SERVICESLess than 5%Code NAYesASSISTANT CORPORATE SECRETARY01/2025Schedule APDF page 46
17Kori Diane CusickCHIEF COMPLIANCE OFFICERIndividualPRINCIPAL ADVISED SERVICESLess than 5%Code NAYesCHIEF COMPLIANCE OFFICER07/2025Schedule APDF page 46
18NANCY C BARNWELLCHIEF SUPERVISION OFFICERIndividualPRINCIPAL ADVISED SERVICESLess than 5%Code NAYesCHIEF SUPERVISION OFFICER01/2026Schedule APDF page 46
19Joseph S SicchitanoCHIEF EXECUTIVE OFFICERIndividualPRINCIPAL ADVISED SERVICESLess than 5%Code NAYesCHIEF EXECUTIVE OFFICER01/2026Schedule APDF page 46
20BRYANT FULLERCHIEF PRODUCT OFFICERIndividualPRINCIPAL ADVISED SERVICESLess than 5%Code NAYesCHIEF PRODUCT OFFICER06/2026Schedule APDF page 46
21Matthew Marshall SmithCHIEF FINANCIAL OFFICERIndividualPRINCIPAL ADVISED SERVICESLess than 5%Code NAYesCHIEF FINANCIAL OFFICER06/2026Schedule APDF page 46
22PRINCIPAL LIFE INSURANCE COMPANYOWNERDomestic entityPRINCIPAL HOLDING COMPANY, LLC75% or moreCode EYesOWNER07/1968Schedule BPDF page 46
23PRINCIPAL FINANCIAL SERVICES, INC.OWNERDomestic entityPRINCIPAL LIFE INSURANCE COMPANY75% or moreCode EYesOWNER10/2001Schedule BPDF page 46
24PRINCIPAL FINANCIAL GROUP, INC.OWNERDomestic entityPRINCIPAL FINANCIAL SERVICES, INC.75% or moreCode EYesOWNER04/2001Schedule BPDF page 46

Less than 5% may include zero. Code F identifies a role without specifying a percentage. Reported interests may overlap and may not include every owner. Total indirect ownership is not calculated.

Compliance & Disclosures

Filing dated 7/10/2026 4:20:33 PM

Responses were selected by the RIA in its filing. Questions are shortened for readability; “you” refers to the reporting firm, and some questions also cover advisory affiliates.

RIA or supervised-person involvementThe RIA reported that none of the events below involve the firm or its supervised persons.RIA responseNo
AFelonies2 No

In the past ten years, have you or any advisory affiliate:

  • A1Been convicted of or pleaded guilty or no contest to a felony?No
  • A2Been charged with a felony?No
BMisdemeanors2 No

In the past ten years, have you or any advisory affiliate:

  • B1Been convicted of or pleaded guilty or no contest to a misdemeanor involving investments, an investment-related business, fraud, false statements or omissions, wrongful taking of property, bribery, perjury, forgery, counterfeiting, or extortion?No
  • B2Been charged with a misdemeanor of the kind listed above?No
CSEC or CFTC actions5 No

Has the SEC or CFTC ever:

  • C1Found you or an advisory affiliate made a false statement or omission?No
  • C2Found you or an advisory affiliate violated SEC or CFTC regulations or statutes?No
  • C3Found you or an advisory affiliate caused an investment-related business to have its authorization to do business denied, suspended, revoked, or restricted?No
  • C4Entered an order against you or an advisory affiliate in connection with investment-related activity?No
  • C5Imposed a civil money penalty on you or an advisory affiliate, or ordered you or an advisory affiliate to cease and desist from any activity?No
DOther regulatory actions5 No

Has any other federal regulatory agency, state regulatory agency, or foreign financial regulatory authority ever:

  • D1Found you or an advisory affiliate made a false statement or omission, or was dishonest, unfair, or unethical?No
  • D2Found you or an advisory affiliate violated investment-related regulations or statutes?No
  • D3Found you or an advisory affiliate caused an investment-related business to have its authorization to do business denied, suspended, revoked, or restricted?No
  • D4In the past ten years, entered an order against you or an advisory affiliate in connection with investment-related activity?No
  • D5Denied, suspended, or revoked your or an advisory affiliate’s registration or license, or otherwise prevented association with an investment-related business or restricted activities?No
ESelf-regulatory organization actions4 No

Has a self-regulatory organization or commodities exchange ever:

  • E1Found you or an advisory affiliate made a false statement or omission?No
  • E2Found you or an advisory affiliate violated its rules, other than a violation designated as a minor rule violation under an SEC-approved plan?No
  • E3Found you or an advisory affiliate caused an investment-related business to have its authorization to do business denied, suspended, revoked, or restricted?No
  • E4Disciplined you or an advisory affiliate by expulsion, suspension, barring association with other members, or otherwise restricting activities?No
FProfessional authorizations1 No
  • FHas an authorization to act as an attorney, accountant, or federal contractor granted to you or an advisory affiliate ever been revoked or suspended?No
GPending regulatory proceedings1 No
  • GAre you or any advisory affiliate now the subject of a regulatory proceeding that could result in a “Yes” answer to any part of C, D, or E?No
HCivil judicial actions and proceedings4 No

(1) Court actions

Has a domestic or foreign court:

  • H(1)(a)In the past ten years, enjoined you or an advisory affiliate in connection with investment-related activity?No
  • H(1)(b)Found that you or an advisory affiliate violated investment-related statutes or regulations?No
  • H(1)(c)Dismissed, pursuant to a settlement agreement, an investment-related civil action brought against you or an advisory affiliate by a state or foreign financial regulatory authority?No

(2) Pending civil proceedings

  • H(2)Are you or any advisory affiliate now the subject of a civil proceeding that could result in a “Yes” answer to any part of H(1)?No

* Metrics are based on the latest available data, including Form ADV filings, brochures, and relationship summaries pulled from the SEC IAPD, and may be subject to change. Learn what is included in the Rialytix data. Please refer to the firm's official disclosures for the most accurate information using their CRD number. This is not investment advice.