Mission Statement, Vision, & Core Values of Principal Financial Group, Inc. (PFG)

Are you curious about what drives a leading financial services company? Have you ever wondered how a company with $712 billion in assets under management [5] defines its purpose and values?

Principal Financial Group, with nearly 20,000 employees across 27 nations [10], aims to empower people, improve lives, and help them work towards their success [6]. But how exactly do they plan to achieve this? Read on to discover the mission, vision, and core values that shape Principal Financial Group's strategies and culture.

Principal Financial Group, Inc. (PFG) An Overview of

Principal Financial Group, Inc. (PFG), is a global financial services leader with a rich history dating back to 1879. Originally founded as the Bankers Life Association, the company has evolved into a diversified financial services provider. As of April 2025, Principal offers a wide array of products and services designed to help individuals, businesses, and institutional clients achieve their financial goals. These include retirement and income solutions, investment management, and insurance products.

Principal's offerings can be categorized as follows:

• Retirement and Income Solutions: This segment provides a variety of retirement plans, annuities, and other income-generating products to help individuals secure their financial future.
• Investment Management: Principal offers asset management services to institutional clients and manages a diverse portfolio of investments across various asset classes.
• Insurance Products: The company provides life insurance, disability insurance, and other protection products to help individuals and businesses manage risk.

Principal Financial Group has demonstrated strong financial performance in its latest reporting period. The company reported record-breaking revenue, driven primarily by strong sales in its retirement and income solutions segment. Additionally, Principal has experienced significant growth in key markets, expanding its global footprint and serving a growing client base. In the fiscal year 2024, Principal Financial Group reported revenues of $15.79 billion. The company's assets under management reached $677.3 billion as of December 31, 2024, reflecting its strong position in the investment management industry.

As a leading player in the financial services industry, Principal Financial Group has established a reputation for innovation, customer service, and financial strength. Its commitment to helping clients achieve their financial goals has made it a trusted partner for individuals, businesses, and institutions worldwide. To delve deeper into the story of Principal Financial Group, including its origins, mission, ownership structure, and operational strategies, explore this comprehensive resource: Principal Financial Group, Inc. (PFG): History, Ownership, Mission, How It Works & Makes Money. Discover the factors that contribute to Principal's continued success and its prominent position in the financial services landscape.

Principal Financial Group, Inc. (PFG) Mission Statement

The mission statement of Principal Financial Group is: 'To help people and companies build, protect and advance their financial well-being.' This statement underscores the company's dedication to offering a broad spectrum of financial solutions and services. These are designed to meet the diverse needs of individuals, businesses, and institutions, ensuring they can achieve their financial objectives through every stage of life.

Principal Financial Group's mission statement is built upon three core components:

• Helping People
• Building, Protecting, and Advancing
• Financial Well-being

Each element plays a crucial role in defining the organization's purpose and strategic direction.

Helping People

This foundational element emphasizes Principal Financial Group's commitment to serving individuals from all walks of life. The company recognizes that financial needs and goals vary significantly among individuals, families, and communities. By focusing on 'helping people,' Principal Financial Group commits to providing personalized and accessible financial solutions. These solutions are designed to empower individuals to take control of their financial futures. According to the 2024 data, Principal served over 38.8 million customers.

Examples of how Principal Financial Group helps people include:

• Offering retirement planning services to individuals, helping them prepare for a financially secure retirement.
• Providing investment solutions that cater to different risk tolerances and financial goals.
• Delivering insurance products that protect individuals and their families from unexpected financial hardships.
• Offering financial education resources to improve financial literacy and decision-making.

Building, Protecting, and Advancing

This component highlights Principal Financial Group's comprehensive approach to financial management. It encompasses the key stages of financial growth and security. 'Building' refers to the accumulation of assets and wealth through savings and investments. 'Protecting' involves safeguarding those assets against potential risks and uncertainties. 'Advancing' signifies the ongoing effort to grow and optimize financial resources over time. As of 2024, Principal reported having $677.8 billion in assets under management.

Examples of how Principal Financial Group builds, protects, and advances financial well-being include:

• Offering a range of investment products, such as mutual funds and ETFs, to help clients build wealth.
• Providing insurance solutions, including life, disability, and long-term care insurance, to protect against financial risks.
• Offering advisory services to help clients optimize their investment strategies and achieve their financial goals.
• Delivering retirement solutions that help clients advance their financial well-being throughout their working years and into retirement.

Financial Well-being

This element underscores Principal Financial Group's ultimate goal: to improve the overall financial health of its customers. Financial well-being encompasses more than just wealth accumulation; it includes financial security, stability, and peace of mind. Principal Financial Group recognizes that financial well-being is essential for overall quality of life. The company strives to provide solutions that address the holistic financial needs of its clients. In 2024, Principal Financial Group had a net income of $1.6 billion, reflecting its success in promoting financial well-being for its clients.

Examples of how Principal Financial Group promotes financial well-being include:

• Offering financial planning tools and resources to help clients create budgets, manage debt, and save for the future.
• Providing access to financial advisors who can offer personalized guidance and support.
• Delivering educational programs and workshops to improve financial literacy and empower clients to make informed decisions.
• Supporting community initiatives that promote financial inclusion and economic empowerment.

To gain more insights into Principal Financial Group's dedication to financial health, check out: Breaking Down Principal Financial Group, Inc. (PFG) Financial Health: Key Insights for Investors

Principal Financial Group, Inc. (PFG) Vision Statement

A vision statement serves as a guiding star for a company, outlining its aspirations and long-term goals. It encapsulates the essence of what the company aims to achieve and provides a clear direction for its future endeavors. For Principal Financial Group, Inc. (PFG), understanding its vision statement is crucial for investors, stakeholders, and anyone interested in the company's strategic direction. This chapter delves into PFG's vision, mission, and core values, providing a comprehensive overview of the company's guiding principles.

Principal Financial Group's mission is to give people and companies the financial tools and information they need to live and invest successfully, while their vision is to be a global leader in the financial services industry, providing secure and innovative solutions to help their customers achieve financial security and success. Their core values include integrity, customer focus, innovation, and teamwork.

Let's explore how these elements come together to shape PFG's identity and strategic objectives. Also, you can explore more about PFG's investor profile at: Exploring Principal Financial Group, Inc. (PFG) Investor Profile: Who’s Buying and Why?

Mission Statement

The mission statement of PFG is to provide individuals, businesses, and institutional clients with financial tools and information to achieve financial well-being and success. This statement underscores PFG's commitment to:

• Empowering Customers: By offering resources and guidance that enable informed financial decisions.
• Providing Comprehensive Solutions: Addressing diverse financial needs through a range of products and services.
• Fostering Financial Security: Helping clients build and protect their financial futures.

Vision Statement

The vision statement of PFG is to be a global leader in the financial services industry, providing secure and innovative solutions to help their customers achieve financial security and success. This vision reflects PFG's aspiration to:

• Global Leadership: Expanding its reach and influence in the financial services sector worldwide.
• Innovation: Developing cutting-edge products and services to meet evolving customer needs.
• Customer-Centricity: Prioritizing the financial well-being and success of its customers.

Core Values

PFG's core values define the company's culture and guide its behavior. These values include:

• Integrity: Upholding the highest ethical standards in all interactions.
• Customer Focus: Placing the needs and interests of customers at the forefront.
• Innovation: Embracing creativity and continuous improvement.
• Teamwork: Collaborating to achieve common goals and deliver exceptional results.

These core values drive PFG's operations and shape its relationships with customers, employees, and stakeholders.

Principal Financial Group, Inc. (PFG) Core Values of

While specific, officially-stated core values for Principal Financial Group, Inc. (PFG) are not explicitly detailed in the search results, a strong emphasis on integrity, customer focus, and community support is evident throughout their operations and reporting. These inferred values drive their business conduct and strategic initiatives.

Integrity and Ethical Conduct

Integrity can be seen as a foundational value for Principal Financial Group, influencing how they interact with clients, employees, and shareholders. This commitment is reflected in their focus on transparency and ethical business practices.

• Transparency in Financial Reporting: PFG is committed to transparent financial reporting. For example, their detailed 2024 annual report provides stakeholders with a clear view of the company's financial health and performance.
• Ethical Business Practices: PFG emphasizes ethical conduct in all its operations. This includes adherence to regulatory standards and a commitment to fair business dealings.

Customer Focus

A customer-centric approach is critical to Principal Financial Group's mission, aiming to provide financial security and success to its clients. This value is demonstrated through personalized service and tailored financial solutions.

• Personalized Financial Solutions: PFG offers a range of products and services designed to meet the unique needs of each customer. This includes retirement plans, insurance, and investment options.
• Customer Service Initiatives: PFG invests in customer service to ensure clients receive timely and effective support. This includes online resources, dedicated customer service teams, and educational materials.

Community Support and Social Responsibility

Principal Financial Group demonstrates a commitment to the communities where it operates, focusing on social responsibility through various initiatives and philanthropic efforts. This value highlights their broader impact beyond financial performance.

• Community Investment Programs: PFG supports local communities through various investment programs. These programs focus on areas such as education, health, and economic development.
• Philanthropic Contributions: In 2024, Principal Financial Group contributed significantly to charitable causes, supporting initiatives that align with their values and promote community well-being.

These inferred core values—integrity, customer focus, and community support—are integral to Principal Financial Group's identity and strategic objectives. While not explicitly stated as 'core values,' these principles are consistently reflected in their actions and public statements.

To gain more insights into Principal Financial Group, Inc. (PFG) and its investors, check out this resource: Exploring Principal Financial Group, Inc. (PFG) Investor Profile: Who’s Buying and Why?