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NPS
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Principal Financial Group
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About Principal Financial Group's Brand
Among its major competitors, Principal Financial Group is ranked in 2nd place for NPS while Brookfield Asset Management is 1st, and Fidelity Investments is 3rd.
Brand at a Glance
80%
Customer Loyalty
3.8/5
Product Quality
3.7/5
Pricing
3.8/5
Customer Service
Principal Financial Group CMO
Principal Financial Group Ranking
- #1 / 4 of its competitors
Principal Financial Group NPS
Principal Financial Group's Net Promoter Score (NPS) is a 9 with 44% Promoters, 21% Passives, and 35% Detractors. Net Promoter Score tracks whether Principal Financial Group's customers would recommend using the product based on a scale of -100 to 100.
Principal Financial Group Overall NPS
| 44% | Promoters |
|---|---|
| 21% | Passives |
| 35% | Detractors |
Principal Financial Group NPS Trend
-100
-50
0
50
100
| Summary | Date | Score |
|---|---|---|
Nov 2023 4 | Nov 2023 | 4 |
Jan 2024 2 | Jan 2024 | 2 |
Mar 2024 7 | Mar 2024 | 7 |
Jul 2024 1 | Jul 2024 | 1 |
Aug 2024 3 | Aug 2024 | 3 |
Oct 2024 1 | Oct 2024 | 1 |
Nov 2024 3 | Nov 2024 | 3 |
Feb 2025 4 | Feb 2025 | 4 |
Mar 2025 3 | Mar 2025 | 3 |
Apr 2025 7 | Apr 2025 | 7 |
Sep 2025 9 | Sep 2025 | 9 |
Jan 2026 8 | Jan 2026 | 8 |
How Other Brands Compare
Principal Financial Group is ranked first for NPS among its competitors. Fidelity Investments and Wells Fargo come in second and third, with Prudential coming in at #4.
Principal Financial Group |  Wells Fargo |  Fidelity Investments |  Prudential | |
| Global Ranking | #- | #139 | #162 | #176 |
| NPS | 9 | 7 | 8 | -4 |
| Social Sentiment Calculated by analyzing social media and other online mentions | - | - | Neutral | Neutral |
| Valuation Updated every 24 hours for public companies | - | $156.41B | $11.88B | $36.42B |
What is NPS
Net Promoter Score (NPS) is a management tool that can be used to gauge the satisfaction of a firm's customer relationships. NPS has been widely adopted as a key metric often linked to the revenue potential of a company’s product or service. The metric is based on customer responses to the question: "On a scale of 0 to 10, how likely are you to recommend the product to a friend?"
Those who respond with a score of 9 to 10 are known as Promoters, and are widely associated with behaviors that create value, including actively encouraging others to use the product or service. Those who respond with a score of 7 or 8 are categorized as Passives, and they are believed to be less likely to exhibit the value-creation traits of Promoters having a largely neutral effect on other consumers. Detractors are those who fall in the score range of 0 to 6 and represent dissatisfied customers of the product sometimes actively recommending against using the product.
Principal Financial Group NPS by Gender
Female customers rated Principal Financial Group's NPS 49 points higher than Male customers.
Male
0
Principal Financial Group's NPS was rated by Male customers on Comparably.
37%
Promoters
26%
Passives
37%
Detractors
Female
49
Principal Financial Group's NPS was rated 49 by Female customers on Comparably.
62%
Promoters
25%
Passives
13%
Detractors
Principal Financial Group NPS by Ethnicity
Principal Financial Group's NPS was rated the highest by Hispanic or Latino customers, and the lowest by Caucasian customers.
-100
-50
0
50
100
| Summary | Ethnicity | Score |
|---|---|---|
Caucasian 19 | Caucasian | 19 |
Hispanic or Latino 100 | Hispanic or Latino | 100 |
Principal Financial Group NPS by Age
Principal Financial Group's NPS was rated the highest by customers ages 41-45, and the lowest by customers ages 61-65.
Principal Financial Group NPS by Usage
Principal Financial Group's NPS was rated the highest by customers who have used Principal Financial Group's products/services for 1 to 2 Years, and the lowest by customers with Less than 1 Year of usage.
-100
-50
0
50
100
| Summary | Usage | Score |
|---|---|---|
Less than 1 Year -33 | Less than 1 Year | -33 |
1 to 2 Years 50 | 1 to 2 Years | 50 |
2 to 5 Years 0 | 2 to 5 Years | 0 |
5 to 10 Years 34 | 5 to 10 Years | 34 |
Over 10 Years 22 | Over 10 Years | 22 |
Principal Financial Group NPS vs. Competitors
Compared to its competitors, Principal Financial Group's NPS is rated right above Fidelity Investments, and is preceded by Brookfield Asset Management.
Principal Financial Group Customer Reviews
Out of the 9 Principal Financial Group customer reviews 6 were positive and 3 were constructive. Principal Financial Group customer reviews reflect that more than half of the customers have a favorable experience using the products/services of the company.
All Reviews
Positive Reviews
Constructive Reviews
Principal Financial Group Customer Loyalty
80%
Customer Loyalty is a strong indicator of whether or not a customer will choose a brand repeatedly over a competitor that offers similar products/services.
80% of Principal Financial Group users/customers answered "Yes" when asked: "Would you consider yourself a loyal user/customer?"
Sign Up to see the full customer demographics data and the people that answered "Yes" when asked "Would you consider yourself a loyal user/customer?"
Principal Financial Group Customer Loyalty Score by Gender
Female customers rated Principal Financial Group's Customer Loyalty score 19% higher than Male customers.
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Male
81%
Yes
Female
100%
Yes
Principal Financial Group Customer Loyalty Score by Ethnicity
Principal Financial Group's Customer Loyalty score was rated the highest by Hispanic or Latino customers, and the lowest by Caucasian customers.
% who answered "Yes"
Sign Up for Brand Profile PRO to get the full Customer Loyalty by Ethnicity data of Principal Financial Group.
83
out of 100
Caucasian
100
out of 100
Hispanic or Latino
Principal Financial Group Customer Loyalty Score by Age
Principal Financial Group's Customer Loyalty score was rated the highest by customers ages 41-45, and the lowest by customers ages 56-60.
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0
20%
40%
60%
80%
100%
| Summary | Age | Score |
|---|---|---|
41-45 100% | 41-45 | 100% |
46-50 70% | 46-50 | 70% |
51-55 100% | 51-55 | 100% |
56-60 55% | 56-60 | 55% |
61-65 100% | 61-65 | 100% |
Principal Financial Group Customer Loyalty Score by Usage
Principal Financial Group's Customer Loyalty score was rated the highest by customers who have used Principal Financial Group's products/services for Over 10 Years, and the lowest by customers with Less than 1 Year of usage.
Sign Up for Brand Profile PRO to get the full Customer Loyalty by Usage data and uncover the answer to "Would you consider yourself a loyal user/customer?" by usage.
Principal Financial Group Customer Loyalty Score by Industry
Principal Financial Group's Customer Loyalty score was rated the highest by Banking and Financial Services industry customers, and the lowest by Tech industry customers.
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Principal Financial Group Customer Loyalty vs. Competitors
Compared to its competitors, Principal Financial Group's Customer Loyalty score is rated right above AXA, and is preceded by Fidelity Investments.
| COMPANY | Customer Loyalty Score | |
|---|---|---|
 | Fidelity Labs | 100% |
 | Edward Jones | 83% |
| Fidelity Investments | 82% |
| Principal Financial Group | 80% |
 | AXA | 80% |
| Prudential | 75% |
 | Lincoln Financial Group | 73% |
 | Brookfield Asset Management | 71% |
| Wells Fargo | 71% |
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Principal Financial Group Product Quality
3.8/5
Principal Financial Group has an overall Product Quality score of 3.8 out of 5 stars rated by its users and customers.
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Principal Financial Group Product Information
Principal Financial Group’s product quality score is a 3.8 out of 5 as rated by its users and customers. Reviewers from the Banking and Financial Services industry rated Principal Financial Group's product the highest. Reviewers from the Tech industry rated Principal Financial Group the lowest at 3.
- Website
- https://www.principal.com/
- Company Size
- 10,000+ Employees
Industry
Banking and Financial Services
Quick Insights into Principal Financial Group Product Quality
Principal Financial Group's Product Quality score was rated highest by customers ages 41-45, and rated lowest by customers who have used Principal Financial Group's products/services for 2 to 5 Years.
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Ranked Principal Financial Group Product Quality the Highest
Ranked Principal Financial Group Product Quality the Lowest
Principal Financial Group Product Quality Score by Gender
Female customers rated Principal Financial Group's Product Quality score 1.3 stars higher than Male customers.
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Male
3.4/5
Female
4.7/5
Principal Financial Group Product Quality Score by Ethnicity
Principal Financial Group's Product Quality score was rated the highest by Hispanic or Latino customers, and the lowest by Caucasian customers.
Sign Up for Brand Profile PRO to get the full Product Quality by Ethnicity data of Principal Financial Group.
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3
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5
| Summary | Ethnicity | Score |
|---|---|---|
Caucasian 3.7 | Caucasian | 3.7 |
Hispanic or Latino 4.3 | Hispanic or Latino | 4.3 |
Principal Financial Group Product Quality Score by Age
Principal Financial Group's Product Quality score was rated the highest by customers ages 41-45, and the lowest by customers ages 61-65.
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2
3
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| Summary | Age | Score |
|---|---|---|
41-45 4.7 | 41-45 | 4.7 |
46-50 3.8 | 46-50 | 3.8 |
51-55 4.7 | 51-55 | 4.7 |
56-60 3.6 | 56-60 | 3.6 |
61-65 3.5 | 61-65 | 3.5 |
Principal Financial Group Product Quality Score by Usage
Principal Financial Group's Product Quality score was rated the highest by customers who have used Principal Financial Group's products/services for 5 to 10 Years, and the lowest by customers with 2 to 5 Years of usage.
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Principal Financial Group Product Quality Score by Industry
Principal Financial Group's Product Quality score was rated the highest by Banking and Financial Services industry customers, and the lowest by Tech industry customers.
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Principal Financial Group Product Quality vs. Competitors
Compared to its competitors, Principal Financial Group's Product Quality score is rated right above Brookfield Asset Management.
| COMPANY | Product Quality Score | |
|---|---|---|
| Principal Financial Group | 3.8/5 |
| Brookfield Asset Management | 3.7/5 |
| Fidelity Labs | 3.5/5 |
| Wells Fargo | 3.4/5 |
| Fidelity Investments | 3.4/5 |
| Prudential | 3.3/5 |
| Edward Jones | 3.2/5 |
| AXA | 2.8/5 |
| Lincoln Financial Group | 2.5/5 |
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Principal Financial Group Pricing
Principal Financial Group ROI & Value For Money
3.7/5
Principal Financial Group has a value for money and ROI score of 3.7 out of 5 stars rated by its users and customers.
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Principal Financial Group Pricing Plans
Not every product or service fits the needs of a certain user or industry. The users that rank the value for money and ROI highest are mainly from Insurance industry. The users from the Tech industry think that they had the lowest ROI from Principal Financial Group.
Quick Insights into Principal Financial Group ROI
Principal Financial Group's ROI score was rated highest by customers ages 51-55, and rated lowest by customers who have used Principal Financial Group's products/services for 2 to 5 Years.
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Ranked Principal Financial Group ROI the Highest
Ranked Principal Financial Group ROI the Lowest
Principal Financial Group ROI Score by Gender
Female customers rated Principal Financial Group's ROI score 1.2 stars higher than Male customers.
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Male
3.2/5
Female
4.4/5
Principal Financial Group ROI Score by Ethnicity
Principal Financial Group's ROI score was rated the highest by Hispanic or Latino customers, and the lowest by Caucasian customers.
Sign Up for Brand Profile PRO to get the full ROI by Ethnicity data of Principal Financial Group.
0
1
2
3
4
5
| Summary | Ethnicity | Score |
|---|---|---|
Caucasian 3.4 | Caucasian | 3.4 |
Hispanic or Latino 4.5 | Hispanic or Latino | 4.5 |
Principal Financial Group ROI Score by Age
Principal Financial Group's ROI score was rated the highest by customers ages 51-55, and the lowest by customers ages 56-60.
Sign Up for Brand Profile PRO to get the full ROI by Age data of Principal Financial Group.
0
1
2
3
4
5
| Summary | Age | Score |
|---|---|---|
41-45 4.2 | 41-45 | 4.2 |
46-50 3.5 | 46-50 | 3.5 |
51-55 4.5 | 51-55 | 4.5 |
56-60 3.2 | 56-60 | 3.2 |
61-65 3.6 | 61-65 | 3.6 |
Principal Financial Group ROI Score by Usage
Principal Financial Group's ROI score was rated the highest by customers who have used Principal Financial Group's products/services for 5 to 10 Years, and the lowest by customers with 2 to 5 Years of usage.
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Principal Financial Group ROI Score by Industry
Principal Financial Group's ROI score was rated the highest by Insurance industry customers, and the lowest by Tech industry customers.
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Principal Financial Group Pricing vs. Competitors
Compared to its competitors, Principal Financial Group's ROI score is rated right above Brookfield Asset Management.
| COMPANY | Pricing Score | |
|---|---|---|
| Principal Financial Group | 3.7/5 |
| Brookfield Asset Management | 3.5/5 |
| Fidelity Investments | 3.4/5 |
| Wells Fargo | 3.4/5 |
| AXA | 3.2/5 |
| Edward Jones | 3.2/5 |
| Prudential | 3.2/5 |
| Fidelity Labs | 2.9/5 |
| Lincoln Financial Group | 2.8/5 |
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Principal Financial Group Customer Satisfaction (CSAT)
Principal Financial Group Customer Satisfaction (CSAT) Score
76 / 100
Principal Financial Group has an overall Customer Satisfaction score of 76 rated by its users and customers.
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Very Satisfied
37%
Satisfied
39%
Neither Satisfied nor Dissatisfied
16%
Dissatisfied
4%
Very Dissatisfied
4%
What is Customer Satisfaction (CSAT) Score
Customer Satisfaction Score (also known as CSAT), is a metric used to quantify how satisfied customers are with a company or brand’s products and services. The Customer Satisfaction Score is based on customers response to the question: “How would you rate your overall satisfaction with the service you received?” The score is calculated using the formula: (The total number answer of “Very Satisfied” and “Satisfied”) ÷ (The total response) x100, and it is generally displayed in percentages. Some of the main benefits of the CSAT for businesses are tracking retention, identifying happy customers and growing relationships, and gaining repeat business to build a sustainable brand.
Quick Insights into Principal Financial Group Customer Satisfaction
Principal Financial Group's Customer Satisfaction score was rated highest by customers ages 41-45, and rated lowest by customers who have used Principal Financial Group's products/services for Over 10 Years.
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Ranked Principal Financial Group Customer Satisfaction the Highest
Ranked Principal Financial Group Customer Satisfaction the Lowest
Principal Financial Group Customer Satisfaction Score by Gender
Female customers rated Principal Financial Group's Customer Satisfaction score 27 points higher than Male customers.
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73 / 100
MaleVery Satisfied | 33% | |
|---|---|---|
Satisfied | 40% | |
Neither Satisfied nor Dissatisfied | 13% | |
Dissatisfied | 7% | |
Very Dissatisfied | 7% |
100 / 100
FemaleVery Satisfied | 83% | |
|---|---|---|
Satisfied | 17% | |
Neither Satisfied nor Dissatisfied | 0% | |
Dissatisfied | 0% | |
Very Dissatisfied | 0% |
Principal Financial Group Customer Satisfaction Score by Ethnicity
CSAT according to Caucasian
Principal Financial Group's Customer Satisfaction (CSAT) score was rated 73% according to Caucasian users and customers.
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73 / 100
Very Satisfied
53%
Satisfied
20%
Neither Satisfied nor Dissatisfied
13%
Dissatisfied
7%
Very Dissatisfied
7%
CSAT according to Hispanic or Latino
Principal Financial Group's Customer Satisfaction (CSAT) score was rated 100% according to Hispanic or Latino users and customers.
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100 / 100
Very Satisfied
33%
Satisfied
67%
Neither Satisfied nor Dissatisfied
0%
Dissatisfied
0%
Very Dissatisfied
0%
Principal Financial Group Customer Satisfaction Score by Age
Principal Financial Group's Customer Satisfaction score was rated the highest by customers ages 41-45, and the lowest by customers ages 61-65.
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| Breakdown | Age | Score | |||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 41-45 | 100% | |||||||||||||||
| 46-50 | 100% | |||||||||||||||
| 51-55 | 100% | |||||||||||||||
| 61-65 | 67% |
Principal Financial Group Customer Satisfaction Score by Usage
Principal Financial Group's Customer Satisfaction score was rated the highest by customers who have used Principal Financial Group's products/services for 5 to 10 Years, and the lowest by customers with Over 10 Years of usage.
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Principal Financial Group Customer Satisfaction Score by Industry
Principal Financial Group's Customer Satisfaction score was rated 83 points by Tech industry customers.
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}Principal Financial Group Customer Satisfaction vs. Competitors
Compared to its competitors, Principal Financial Group's Customer Satisfaction score is rated right above Fidelity Labs, and is preceded by Brookfield Asset Management.
| COMPANY | Customer Satisfaction (CSAT) Score | |
|---|---|---|
| Brookfield Asset Management | 87% |
| Principal Financial Group | 76% |
| Fidelity Labs | 75% |
| AXA | 69% |
| Wells Fargo | 60% |
| Fidelity Investments | 58% |
| Edward Jones | 55% |
| Prudential | 55% |
| Lincoln Financial Group | 46% |
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Principal Financial Group Customer Service
3.8/5
Principal Financial Group has an overall Customer Service score of 3.8 out of 5 stars rated by its users and customers.
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About Principal Financial Group's Customer Service
Website
https://www.principal.com/
Quick Insights into Principal Financial Group Customer Service
Principal Financial Group's Customer Service score was rated highest by customers ages 51-55, and rated lowest by customers who have used Principal Financial Group's products/services for 2 to 5 Years.
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Ranked Principal Financial Group Customer Service the Highest
Ranked Principal Financial Group Customer Service the Lowest
Principal Financial Group Customer Service Score by Gender
Female customers rated Principal Financial Group's Customer Service score 1.1 stars higher than Male customers.
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Male
3.4/5
Female
4.5/5
Principal Financial Group Customer Service Score by Ethnicity
Principal Financial Group's Customer Service score was rated the highest by Hispanic or Latino customers, and the lowest by Caucasian customers.
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| Summary | Ethnicity | Customer Service Score |
|---|---|---|
Caucasian 3.6 | Caucasian | 3.6 |
Hispanic or Latino 4.3 | Hispanic or Latino | 4.3 |
Principal Financial Group Customer Service Score by Age
Principal Financial Group's Customer Service score was rated the highest by customers ages 51-55, and the lowest by customers ages 61-65.
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0
20
40
60
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100
| Summary | Age | Customer Service Score |
|---|---|---|
41-45 4.4 | 41-45 | 4.4 |
46-50 3.8 | 46-50 | 3.8 |
51-55 4.5 | 51-55 | 4.5 |
56-60 3.7 | 56-60 | 3.7 |
61-65 3.2 | 61-65 | 3.2 |
Principal Financial Group Customer Service Score by Usage
Principal Financial Group's Customer Service score was rated the highest by customers who have used Principal Financial Group's products/services for 5 to 10 Years, and the lowest by customers with 2 to 5 Years of usage.
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Principal Financial Group Customer Service Score by Industry
Principal Financial Group's Customer Service score was rated the highest by Insurance industry customers, and the lowest by Tech industry customers.
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Principal Financial Group Customer Service vs. Competitors
Compared to its competitors, Principal Financial Group's Customer Service score is rated right above Brookfield Asset Management, and is preceded by Fidelity Labs.
| COMPANY | Customer Service Score | |
|---|---|---|
| Fidelity Labs | 4.7/5 |
| Principal Financial Group | 3.8/5 |
| Brookfield Asset Management | 3.5/5 |
| Wells Fargo | 3.5/5 |
| Edward Jones | 3.5/5 |
| Fidelity Investments | 3.2/5 |
| AXA | 3.2/5 |
| Prudential | 3.1/5 |
| Lincoln Financial Group | 2.8/5 |
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Principal Financial Group as an Employer
4.5/5
Principal Financial Group has a 4.5/5 stars for its overall company culture rated by their employees
top
10%
CEO of Principal Financial Group
In the Top 10% of Similar Sized Companies on Comparably.
Consumer vs. Employees
Principal Financial Group scored a 9 for Net Promoter Score and a 21 for Employee Net Promoter Score. NPS gauges how likely a customer of Principal Financial Group would recommend the brand to a friend. ENPS measures how likely Principal Financial Group employees would recommend working at Principal Financial Group to a friend.
Net Promoter Score
9
NPS Score
| 44% | Promoters |
|---|---|
| 21% | Passive |
| 35% | Detractors |
Employee Net Promoter Score
21
eNPS Score
| 45% | Promoters |
|---|---|
| 31% | Passive |
| 24% | Detractors |
