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

Gane Index, November 2026 Edition. 239 of the 252 answers in the 1 category where Principal 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/alternatives

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

- Fidelity Investments: 42
- Guideline: 28
- Human Interest: 28
- Fidelity Advantage 401: 20
- ADP Retirement Services: 15
- Vanguard Workplace Solutions: 14

## 401(k) providers

**Small business**: 82 of 84 answers did not name Principal.

- Guideline: first choice in 22 of those 82
- Human Interest: first choice in 11 of those 82
- ADP Retirement Services: first choice in 9 of those 82
- Employee Fiduciary 401(k) Plan: first choice in 8 of those 82
- ShareBuilder 401k: first choice in 5 of those 82
- Fidelity Advantage 401: first choice in 4 of those 82
- Ubiquity Retirement + Savings: first choice in 3 of those 82
- Vanguard Workplace Solutions: first choice in 3 of those 82

**Mid-market**: 78 of 84 answers did not name Principal (Principal is #14 of 18 at 0%).

- Human Interest: first choice in 15 of those 78
- Fidelity Advantage 401: first choice in 7 of those 78
- Fidelity Investments: first choice in 7 of those 78
- Fidelity Workplace Investing: first choice in 7 of those 78
- Guideline: first choice in 6 of those 78
- ADP Retirement Services: first choice in 3 of those 78
- Employee Fiduciary 401(k) Plan: first choice in 3 of those 78
- Empower Retirement: first choice in 3 of those 78

**Enterprise**: 79 of 84 answers did not name Principal (Principal is #9 of 11 at 2%).

- Fidelity Investments: first choice in 35 of those 79
- Vanguard Workplace Solutions: first choice in 11 of those 79
- Fidelity Advantage 401: first choice in 9 of those 79
- Empower Retirement: first choice in 4 of those 79
- ADP Retirement Services: first choice in 3 of those 79
- Charles Schwab: first choice in 2 of those 79
- Human Interest: first choice in 2 of those 79
- ADP 401(k) Premier: first choice in 1 of those 79

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