# Principal Financial Group alternatives: what AI models name instead, November 2026

Gane Index, November 2026 Edition. 230 of the 252 answers in the 1 category where Principal Financial Group holds a standing named it neither first nor as an alternative; these are the first choices those answers made. Page: https://www.gane.ai/index/hr/vendors/principal-financial-group/alternatives

## Named instead, most often (every category and segment added)

- Fidelity Investments: 30
- Human Interest: 28
- Guideline: 27
- Fidelity Advantage 401: 22
- Vanguard Workplace Solutions: 16
- ADP Retirement Services: 14

## 401(k) providers

**Small business**: 84 of 84 answers did not name Principal Financial Group.

- Guideline: first choice in 22 of those 84
- Human Interest: first choice in 12 of those 84
- ADP Retirement Services: first choice in 9 of those 84
- Employee Fiduciary 401(k) Plan: first choice in 8 of those 84
- Fidelity Advantage 401: first choice in 5 of those 84
- ShareBuilder 401k: first choice in 5 of those 84
- Ubiquity Retirement + Savings: first choice in 3 of those 84
- Vanguard Workplace Solutions: first choice in 3 of those 84

**Mid-market**: 82 of 84 answers did not name Principal Financial Group (Principal Financial Group is #18 of 18 at 0%).

- Human Interest: first choice in 14 of those 82
- Fidelity Advantage 401: first choice in 8 of those 82
- Fidelity Investments: first choice in 8 of those 82
- Fidelity Workplace Investing: first choice in 8 of those 82
- Guideline: first choice in 5 of those 82
- ADP Retirement Services: first choice in 4 of those 82
- Empower Retirement: first choice in 4 of those 82
- Vanguard Workplace Solutions: first choice in 4 of those 82

**Enterprise**: 64 of 84 answers did not name Principal Financial Group (Principal Financial Group is #10 of 11 at 0%).

- Fidelity Investments: first choice in 22 of those 64
- Fidelity Advantage 401: first choice in 9 of those 64
- Vanguard Workplace Solutions: first choice in 9 of those 64
- Empower Retirement: first choice in 6 of those 64
- Charles Schwab: first choice in 2 of those 64
- Human Interest: first choice in 2 of those 64
- Principal: first choice in 2 of those 64
- ADP Retirement Services: first choice in 1 of those 64

Published under CC BY 4.0. The output is the models' output; nothing here is a recommendation by the index.